Recognising that its staff and clients engaged in different ways, Lola Staffing set about attempting to better personalise its interactions through social media for each audience.
The main social media channel it used to engage with clients and prospects online was Twitter. When it finds particularly eye catching or inspirational images from clients' websites, Instagram or pictures they have tweeted, it pins the images on its Pinterest board and tweets the appropriate client with a link to the pinned image to show recognition.
On Instagram it reposts the client posts that it consider to be interesting and uses the hashtag #pictureoftheday to recognise quality content.
Meanwhile, staff-oriented engagement techniques are primarily executed through Facebook, but also include Instagram and Snapchat. Videos and pictures are used widely to encourage better engagement, while a ‘secret group' was set up on Facebook as a space for non-work related socialising.
To ensure it remains up to date with social media behaviour of staff, Lola conducts a survey of all new recruits to find out their social media use patterns.
As a result it has begun to use Snapchat to target younger employees with snaps from its office, backstage at events and insider content, which allows it to build on creating positive relationships.
Meanwhile, all activity is tracked to understand the type of content and the format that produces the best engagement. For example, all Facebook posts are timed based on the analytics recorded on Facebook Insights, revealing that posts published after 5pm had a much higher level of engagement.
Since implementing these tactics, engagement has increased considerably for Facebook - an engagement of 145 in December has increased over 5.5 times to an engagement of 807.
In February Lola was named number 9 in CV Library's Social Recruiter 100 Agency Leaderboard, which recognises The Most Powerful Influencers on Social Media.
For B2B businesses, social media is often a challenge, but the judges thought that Lola had found the right balance and grown its followers at an impressive rate as a result. It was clear that significant thought had gone into understanding its client base and their interests to ensure the greatest interaction.