Now Boarding: Driving social visibility
Overview.
Now Boarding is an executive search and headhunting agency specialising in the luxury hotel and hospitality sector, with a primary focus on leadership placements across the Middle East and Europe.
Following an expansion of their internal team, Now Boarding needed to capitalise on their growth momentum. They wanted to generate new opportunities and convert their existing pipeline of prospects, recognising that building stronger brand visibility, trust and credibility through organic social media was the key to unlocking the next stage of their business.
Building brand credibility and increasing market opportunities for a luxury hospitality recruitment agency through targeted organic social.
Our strategy.
A targeted, multi-pillar approach.
To elevate Now Boarding’s LinkedIn presence, we initially developed a multi-pillar organic strategy designed to maximise reach and steadily grow an audience of relevant industry professionals. We established a clear content mix across four pillars to keep the feed fresh and authoritative: industry news, expert thought leadership, internal team updates, and ‘hot job’ listings.
Pivoting for higher-calibre prospects.
As our posts gained traction, we evolved the strategy to have the most commercial impact. Rather than continuing to cast a wide net to both general candidates and clients, we refined our messaging to focus solely on the client side. We also shifted away from individual hotel placements to specifically attract a higher calibre of prospect: area managers at the group level.
Implementation and creativity.
Content execution & visual branding.
We brought the strategy to life by developing a varied content calendar for the founder’s profile as well as the company’s LinkedIn page. To create a polished and professional visual identity that matched Now Boarding’s luxury market positioning, we designed a series of social media graphic templates that would ensure immediate brand recognition in a crowded feed. Over time, we also started producing thought leadership videos featuring founder Dan.
Supporting wider sales objectives.
Our implementation naturally expanded as we identified further opportunities to support Now Boarding’s sales and marketing efforts. As well as ensuring that key business developments were supported with relevant content for the founder’s profile and company page, we also wrote and designed a sales deck to directly aid their prospect conversion efforts.
The results.
Our consistent output and strategic content mix successfully increased Now Boarding’s reach, engagement and follower growth. But beyond the metrics, our collaborative relationship with the founder has significantly strengthened, leading to an expanded partnership.
- Secured renewal based on the tangible success of the initial LinkedIn strategy pilot.
- Successfully incorporated dynamic thought leadership video content as well as written social posts.
- Delivered a bespoke sales deck outside the standard retainer to directly support the recruitment team’s outreach and conversion capabilities.
Increase in impressions
Increase in followers
Increase in engagement rate
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I’ve been working with [Embryo] for six months now and have just renewed for the next six. I’ve been happy with the way the relationship has developed and the work they’ve done for me. I’ve found the team to be responsive, reliable and easy to deal with generally. They’ve come up with creative ideas and we’ve worked in close collaboration which I’ve enjoyed. I would happily recommend them.
Ready to see similar results?
If you’re ready to get smarter about your organic social strategy, let’s talk. Start your growth story with Embryo.
