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Date

January, 2015

Category
Content & Community
The challenge

TVHA is a housing association in Twickenham, South West London. As part of their strategic development, they were looking to increase levels of hiring in 2014 and 2015. The challenge was to improve the attractiveness of TVHA as an employer, to improve transparency for candidates and to increase the number of ‘informed hires’. But how do you position TVHA’s key values amongst the target audience and create a platform for engagement around careers at TVHA?

The solution

The key element of our solution was our content strategy, based on bringing life at TVHA to the fore, as well as highlighting key career vacancies. In creating a Facebook page, we used highly targeted advertising to form a community of people living in or near Twickenham and interested in careers at housing associations. We also utilised TVHA’s existing channels (Twitter and LinkedIn) as platforms for our content. Collaboration between client and consultant was essential – all content was supplied by TVHA based on our recommendations.

Results

The specific targeting of our Facebook advertising built a community of over 1,200 people who are interested in housing, housing associations and live in or near Twickenham. Paid promotion produced 4,900 clicks to the website. One candidate told their interviewer that our social media content was the first thing they saw about TVHA as an employer, proving that the content was effective in a) reaching our target audience and b) persuading them to apply for a role at TVHA.