Digital Marketing Social Media
Conquering the Basics
How to sustainably create and execute content for a digital graduate recruitment campaign? Following her presentation at AGR’s last ‘Attraction & Marketing Forum’, Sarah Murray, HR Advisor at Allen & Overy, shares her team’s winning plan to grow their social media presence…
One
person acts as the driving force
behind social media but day-to-day ownership is split amongst the team from the Head to the Assistants.
volunteers to send us content once a week. Each volunteer was designated a specific, manageable role and had a weekly diary reminder as a prompt. Having ten volunteers for only five posts provided a buffer should any trainees be too busy to send their contribution.
Constant review We use the Facebook insights tab and basic Hootsuite analytics to review what gets the most engagement and what doesn’t and update the content plan accordingly on a regular basis.
he legal industry is arguably one of the most traditional and conservative sectors and consequently has been a late bloomer when it comes to social media. One of our foremost considerations when compiling a social media strategy for Allen & Overy was that to do the basics well, our efforts must be sustainable. At the core of our strategy is a content plan that the whole team contributes to and constantly reviews.
T
Content plan We aim for seven tweets a day and three Facebook posts a week. To achieve this as a small team who are very busy without social media, we compile a detailed content plan well in advance that ensures a steady flow of activity. We use Hootsuite to pre-load our Twitter content so as to minimise how much we have to think about it each day.
The core content plan ensures that there are five pre-planned tweets a day. This is a mix of weekly features such as industry news and daily features such
28 00 Graduate Recruiter |
www.agr.org.uk
as a university shout out. Therefore, what may appear to be an impromptu tweet sharing a fact about the firm is actually a feature you will see every Monday. Additional adhoc content posted by the team on the go, like application reminders and campus event shout outs, allows us to reach our seven tweet target at peak times of the year.
Shared ownership One person acts as the driving force behind social media but day-to-day ownership is split amongst the team from the Head to the Assistants. One team member takes responsibility for a day of the week each and it motivates everyone to compete with each other for who receives the most retweets.
Student feedback was that what trainees actually do at Allen & Overy was missing so we shared ownership amongst our graduate intakes as well. We split out what a trainee does in to five categories to fill a week of tweets: work, sport, social, pro bono, and secondment. We also recruited a team of ten trainee
For example, tips were originally a weekly feature but they consistently generated three times the engagement of any other post on Twitter, so we made it a daily feature. Now we have Top 5 themes that are relevant to the student calendar such as ‘Top 5 books to read this summer’. We have 25 different themes and once we’ve made it through these we start them again. We divide the categories across the team so we can each preload our five themes in advance, scheduled at five week intervals.
Finally, an important factor that keeps our social media efforts sustainable is how our bio sets the expectation that outside of working hours, we will not be active on Twitter or Facebook and so responses won’t be instantaneous. This means we don’t have to add another two days to our content plan, nor do we need to be checking work social media feeds at weekends for example, which I think we are all grateful of. n
@AllenOveryGrads
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