How a world-leading recruiter became the first in its field to successfully execute a content integration campaign across all platforms

Delivering double-digit or treble-digit growth

The context, the challenge

Multinational recruiter Hays is recognised as the first global recruitment brand to push the boundaries of social media marketing and a pioneer in the use of LinkedIn Groups in recruitment. But wind backwards 10 years, Hays had its work cut out to achieve its then objectives: to create an online community to engage candidates and clients so Hays would be front of mind when candidates were looking for jobs and clients were looking for candidates.

These were the early days of integrating social media with website platforms. Hays aimed to further develop its brand and thought leadership through integrating all its platforms, especially LinkedIn, for optimal community engagement. Hays succeeded, and Copestone played a major role in this success.

The solution

Over the last 10 years, Copestone has worked with the core content team at Hays to deliver a range of articles and thought leadership pieces for their Viewpoint blogging platform, an online portal dedicated to careers and workplace advice, for Hays Talent Solutions, and for Hays’ LinkedIn Groups.

Viewpoint content was shared on the relevant Group, as each targeted a specific sector, from life sciences to oil and gas to HR and finance. Copestone had a specialist copywriter writing for each sector. The social media community was proactive, with buy-in from recruitment agents within Hays. Copestone contributed social media content that Hays recruiters could share on their own platforms and content they could share as and when responses were needed.

The impact

As more content was published and promoted, the Hays community expanded, and engagement levels soared.

Hays achieved double-digit growth in visitor numbers to the website, treble-digit growth in LinkedIn engagement, and grew their digital brand via Viewpoint and all social media platforms.