Gaspedal Recruiting Content Strategy

CHALLENGE

Gaspedal as a brand primarily uses their owned social accounts as a recruiting tool for job candidates. Typically, posts on these social accounts were infrequent and announced job openings when available but did not give a great sense of company life at Gaspedal. My challenge as an intern was to redesign Gaspedal’s social channels to highlight the team and create a tool for attracting job seekers.

MY APPROACH

In redesigning Gaspedal’s content strategy for their social channels, I prioritized implementing a sense of the team’s community spirit and workplace perks. As a way to make Gaspedal stand out to job candidates, I envisioned a series of digital programming that would highlight Gaspedal’s campus on a ranch in Austin, Texas. This programming included short-form Instagram and Facebook videos showing off the office, reminiscent of an MTV cribs episode. Also, part of the content strategy was to portray the sense of community spirit among the team by creating Instagram stories of weekly sit-down company meal time, team hikes, and other fun events.

SocialMedia.org Content Strategy

CHALLENGE

Gaspedal’s private community, socialmedia.org, is for social media experts within Fortune 500 brands. In the socialmedia.org community, members are able to discuss industry trends, ask for advice, and form business networks.

The socialmedia.org Twitter, Facebook, and Instagram accounts are positioned not only for members to interact with, but also those in the content marketing realm who are not community members. Finding a balance in content that interests both parties was a challenge for Gaspedal and boosting engagement rates on this platform was a key goal.

MY APPROACH

Before re-designing the content strategy for socialmedia.org, I first took a deep dive into the performance rates of each social channel by using the built-in analytics programs for each platform. After analyzing the data, I organically compiled a list of trends among social posts as to which qualities the best-performing posts had. I then set KPI goals for each social channel surrounding engagement rates regarding likes and follows and socialmedia.org newsletter subscription rates.

On the content side of the revised socialmedia.org digital strategy, I continued with current social programming while adding minor tweaks. One of socialmedia.org's best performing posts was the recaps from their weekly newsletter, The Short List. To increase engagement on these posts, I changed the wording to be shorter and catchier while also including hashtags and images. I also implemented a weekly member appreciation post to boost the sense of community across socialmedia.org's channels for members.

After implementing this re-designed content strategy for three months, engagement rates across socialmedia.org's channels rose, with engagement rates on Twitter reaching an increase of 30%.