Social Media Marketing Strategy Boosts Engagement on LinkedIn

CLIENT

USDA Agricultural Research Services

OUR EXPERTISE

Social Media Advertising

Website Design & Development

GOAL/OBJECTIVES

Inform and recruit qualified applicants by optimizing the USDA-ARS LinkedIn jobs content

234

New Hires

RESULTS

Making Careers Desirable Through Social Marketing

Since the launch of the new assets and tools, the USDA-ARS has seen great gains in their LinkedIn engagement: within 6 months of project launch, their impressions increased exponentially with 802.2 thousand job impressions, drove 209 thousand candidates to the organization, had 8,700 job views, and had 1,200 job apply clicks. Due to this increased engagement, they gained 234 new hires from qualified applicants, had 3,300 views on the new careers page, and experienced a 1,400 increase in followers of the organization.

234

New Hires

Due to increase in qualified applicants

3,300

Views

Of new careers page

1,400

New Followers

On the organization's LinkedIn account

USDA_Social_09.18_LinkedIn_R1_Module03

The USDA is the US federal executive department responsible for developing and executing federal laws related to farming, forestry, rural economic development, and food. In order to carry out their mission, the USDA employs nearly 10,000 individuals across the country and abroad, but they were struggling to recruit qualified candidates.

THE CHALLENGE

USDA needed to enhance their digital presence in order to increase the number of qualified job candidates for open positions on LinkedIn job postings.

Their challenge was three-fold. One, their creative assets, such as logo and web images, were low quality and outdated, making the USDA-ARS unappealing to the modern job seeker. Second, their content needed a strategic refresh to strike up engagement. And third, they needed a way for candidates to easily navigate the application process, creating an improved and seamless user experience.

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STRATEGIC ACTIONS

Optimize to Boost Prospect Engagement

We worked with the USDA-ARS to increase recruitment strategies and improve their digital resources online through LinkedIn. Our team audited the current assets and then optimized LinkedIn content and campaigns to produce a seamless experience, which helped to inform and recruit potential employees.

01-1

Audit

Analyzed current account and gathered data on target audience

02-1

Refresh

Uplifted their design assets to appeal to the modern job seeker

03-1

Create

Composed compelling content to spark interest of qualified applicants

04-1

Engage

Interacted with social media followers to encourage prospect engagement

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