We focused on the most active user group on LinkedIn: 30 to 40-year-olds. But just like on Xing, the question on LinkedIn was how we should draw people’s attention to our content. In doing so, we focused on 3 different characteristics that we wanted to highlight in particular and that became the leitmotifs for our LinkedIn funnel:
1. Corporate Culture
It is reflected, for example, in the decision-making, leadership culture, relationships among colleagues, and the external appearance of employees.
All of these points are crucial for job seekers on LinkedIn. And who could say more about the company’s working conditions than its own employees?
We therefore decided to produce a video series:
Different team members and departments talked about the corporate culture of IPS (such as “What does IPS stand for?”).
We then used the resulting video footage to give the potential applicant an insight into the corporate culture with these stories and impressions.
A varied job is essential to whether or not someone keeps their job. If it is too monotonous, it will no longer be fun in the long run, and this will also be seen in performance.
Therefore, to showcase variety in the workplace, we came up with the following content ideas:
– General image video about the versatile projects at IPS.
– Innovations/unique selling points with regard to the position “forwarding agent”
– Employee stories: Exciting stories from everyday working life that gave the company a successful and relevant image
We used the impressions gained from these to show potential applicants that this job is varied.
3. Modern Working Conditions
People want a workplace where they feel they can develop. They want to feel comfortable and not suffer under hierarchical structures.
IPS, for example, has its own fitness rooms and televisions. The company is also characterized by an open work culture and the promotion of employee proactivity. These characteristics had to be expressed in the content in order to attract new applicants.
We therefore formulated them again in various content ideas:
– Office tour with an employee (“A typical day at the office”)
– Interview with a team member (“Insights into the working atmosphere”)
The third and final stage of our LinkedIn funnel is now complete. The potential applicant should have applied by now at the latest. If he has not done so, he will go through our entire funnel again.