CareerBuilder: Grew Link Clicks from 12,200 to 58,000+ // FB + LI

Introduction

CareerBuilder is an enterprise employment platform with over 2000 employees and millions of monthly web visitors. CareerBuilder is both B2B and B2C facing, creating a social media challenge with 7 channels and over 800,000 followers across Facebook, LinkedIn, Twitter, and Instagram.

Challenges

CareerBuilder had two problems: their B2C audience was not engaging with posts, and the organization-wide mission to prioritize B2B was not aligned with on social media. 
● Non-Segmented Channels : CareerBuilder was posting B2C and B2B content within a single channel, causing confusion and lack of engagement across all of their channels● Lack of Blog Traffic: CareerBuilder's B2B and B2C blogs were rich in content but was attracting nearly zero traffic from social media● No Growth or Engagement: Despite ongoing advertising and social media efforts, very little impression or engagement growth was charted in 16 months prior to my start.

Solutions

First, I set up a tagging structure to measure equality in posting volume for organizational topics. Then, I segmented the CareerBuilder audience and restarted what were previously dormant B2B social media channels. Finally, I drew up a new social media strategy to better align social media posting with the company's long-term mission.
Social Content Tagging for Optimization● Categorizing all posting types: blog posts, leadership posts, inspirational, thought leadership, press release, etc. to measure success● Optimized posting schedule by prioritizing topics based on KPI success (impressions, engagements, clicks) across all channels
Result: Engagement increase of over 350% across all channels in the first year of tagging for content optimization

CareerBuilder Impressions Chart - All Channels

Social Media Strategy Adjustment● To better align with company mission, I segmented the CareerBuilder social media audience into B2C and B2B. This way, each customer knows where to go online in order to interact with the appropriate CareerBuilder content and brand presence.
Result: Both B2B and B2C channels improved performance drastically. Most importantly, clicks to the CareerBuilder blog from LinkedIn increased over 600% compared to previous social media highs.

Facebook Lives & Webinars● Providing lasting value to the CareerBuilder B2C & B2B audience with webinars and Facebook lives from experts that helped with specific topics of interest in each respective community.
Result: Webinars became a mainstay of CareerBuilder's B2B marketing efforts, and attracted attention from CareerBuilder C-level executives for further support in advertising.

CareerBuilder Facebook Live Example

Summary & Closing

CareerBuilder's social media presence took a complete 180-degree turn, from several dormant channels to thousands of interactions and eventually over 1 million impressions. By segmenting the audiences into B2B and B2C presence, I was able to align social media to organization mission, leading to an over 600% increase in link clicks from social media.
Ready to explore how I can help your company's social media strategy? Set up a call today to get started.