The company has several target portraits — customers, applicants and subcontractors. We have distributed different audiences across different social networks in the SMM strategy.
- Facebook is for customers.
- VKontakte — for applicants.
- Instagram — for subcontractors and partly for job seekers.
This applies to everything: visual presentation, color scheme, tone of voice and texts. Even such nuances as the postures of people in photographs and facial expressions are important.
We designed the header of the VKontakte community.
We used all the features of the platform in the design, for example, widgets.
We decided to train the employees of the PROVICON Group of Companies in the basics of SMM in order to build a joint work in-house + agency. We quickly found a person in the customer’s team who was interested in the idea of working together: he turned out to be a novice Internet marketer. The COO joined her out of personal interest and also to speak the same language with us.
The customer side is well acquainted with the real estate and construction industry and perfectly understands the specifics of the company. Combined with an interest in promoting on social media and filming content, this takes the job to a whole new level.
This immediately affected the quality of social media management: texts are more expert, visuals are more emotional and understandable to representatives of target audiences.
The situation when there is not enough content for new posts or stories is now simply impossible: a specialist can take new photos and videos without leaving the workplace. Moreover, this content will comply with the rules specified in the SMM strategy.
The project won a silver medal at the Tagline Awards 2022 in the Best HR Campaign in Social Media nomination.