#KnowYourValue: Increasing downloads of the 2018 Salary Guide
Robert Half international is one of the world’s leading recruitment agencies for the technical and financial sectors with offices in over 400 locations worldwide. Based in London's iconic The Shard, Robert Half has a clearly defined and well established brand which is consistently maintained across all its communication platforms globally. In order to stay consistent with the brand in other global regions, we have to adhere to strict guidelines for all that we do for Robert Half UK.
Every year, Robert Half UK publish an essential asset for employers and employees, called the Salary Guide. The guide provides information to employees on the salary and packages they should expect based on their skills and experience, while also keeping employers informed of the job market and what they will need to offer to attract and retain best staff. We were approached with the aim of devising a strategy to drive downloads of the Salary Guide using social media channels.
The #KnowYourValue campaign was aimed at employers and employees using a mix of organic and sponsored posts on LinkedIn and Facebook. The content and imagery for the campaign followed four primary themes which were: animated call-to-action posts aimed at encouraging downloads of the Salary Guide, infographics which highlighted the findings of the research and engagement posts targeted towards employees and employers.
Having created the content, specified the target demographic using Facebook and LinkedIn's advertising platforms and set the budget for the campaign, it was set live. Within the first three months, over 1000 people had downloaded the guide, with thousands more having seen the campaign across social media platforms.