IT recruiter Edison Hill have many years of industry experience in matching candidates to vacancies. They also have a very distinct image that they wanted to get across through their social media presence. We ensured just that when we set them up on Facebook, LinkedIn, Twitter and Google +.
We did something clever with the social media package we put together for Edison Hill. In terms of image, we managed to give them a consistent theme across all the platforms, but while we allowed for a more ‘fun’ or social character in the Facebook and Twitter pages, we went with a more slick and professional look for the LinkedIn and Google + profiles. Perfecting the image for each platform to maximize engagement and sales.
Every banner shows a handshake. The LinkedIn and Google + banners show a stylized photographic image, and the Facebook and Twitter banners are a still from Edison Hill’s promotional video – computer-generated characters shaking. The video-sourced banners not only tell the firm’s story but also help build visitor awareness of the video across the different social media platforms.
Edison Hill wanted a bespoke tab in addition to their Facebook page. In the design of the tab we made sure to optimize the content to achieve maximum impact for every kind of visitor. There are bold calls-to-action at the top for quick conversion – anticipating people who are ready to submit their CV or look for vacancies. Lower down we made sure the information is well organized into clear, inviting sections. Key bits of text are highlighted by colour, background shading and size. Everything is designed so that visitors can process the whole tab quickly.
Calls-to-action and contact details accompany every major selling point as visitors’ eyes scan down the tab, making sure that, at whatever point a person decides on the firm, they can click onwards straight away. We embedded the Edison Hill promotional video halfway down so that the firm’s message gets across in every way possible.
We placed a button on the Facebook timeline to highlight the tab for visitors, improving on the visibility of Facebook’s standard navigation bar. Topping everything of course is the banner from the promotional video.
That same banner greets Twitter users, instantly giving Edison Hill some character on the platform. Twitter’s all about a company’s voice, so the video still helps establish the firm’s personality very quickly when users notice their tweets. Filling out the Twitter profile details, we made sure to include Edison Hill’s website and London location to make sure the firm turns up in appropriate users’ searches.
The slick, muted colour handshake image on the LinkedIn banner neatly echoes those on the Facebook and Twitter accounts, but also offers a different style that really suits the platform – where the colour scheme and layout are kept simple and effective and the focus is on the business’s details.
If that is the business’s image on LinkedIn, the dedicated Showcase Pages for Edison Hill’s services allow for a more direct product-to-prospect approach. As the pages appear in search results for products, without the need to visit the Company Page, it is important that they can show how Edison’s Hill’s services are different from the competition.
To achieve this we made the banners for these pages using stills from their video and images of charts – to illustrate the rigorous testing and report writing the firm do. The banners inform visitors about the products and give also Edison Hill’s services personality. The aim is to get visitors following these pages, ensuring a really targeted audience for the content – it’s much more time and cost effective to market to a niche.
Having got the look right, we made sure each Edison Hill page on LinkedIn was optimized for engagement and conversion. All of the Showcase Pages have a link to the company website, and contact details (phone and email) are included in the description so prospects can get in touch straight away. Lastly the text for the description and ‘specialities’ list on the Company Page for Edison Hill includes all of the right keywords for getting noticed in Google and LinkedIn searches.
Google +
The ‘pro’ handshake banner also really suits the Google + layout, helping to lead the eye to the contact details listed under the profile image to the left.
We ensured all the firm’s details are filled out correctly – with links to the website, contact information and location details all completed. This is vital for making sure the firm appears correctly in search results, and Google uses the location details on this platform to place business in Google Local searches – where there’s a lot of traffic from people on mobile devices searching for nearby services.
Having Edison Hill’s website and contact details listed on as many platforms as possible maximizes the possibilities for cross platform engagement, encouraging new audiences to visit their company website. With consistent branding across all platforms the firm’s image and personality can reach a wide audience who are sharing each other’s content. We made sure that every platform people find Edison Hill on is set up to accept enquiries and new business.
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