Context

Founded in Zurich in 2009, Coople is a renowned digital staffing platform that skilfully connects companies from a wide range of industries with a flexible workforce. Thanks to its presence in Switzerland and the UK and its digital approach, Coople has become Europe's largest online recruitment platform. Coople is revolutionising the way companies recruit talent in the digital age. The company places flexible workers for short- and long-term assignments in the fields of healthcare, gastronomy, hotel business, retail, aviation, logistics, events and promotion as well as in the commercial sector.

Challenge

Coople faced the challenge of competing with traditional and often international key players in the staffing industry. In this context, sharp communication played a crucial role in accurately differentiating the company from its competitors. It was particularly important to dispel common prejudices and social perception and to communicate that digital providers offer the same services as their traditional competitors - but with an added level of convenience and speed. As such, the brand needed to humanized and emotionalized. Visibility needed to be increased in a targeted manner in order to further establish Coople as the leading online platform for digital staffing in Switzerland and the UK. In today’s PR world, which increasingly operates in a digital landscape and where LinkedIn has become an essential part of the information-gathering process, the challenge was to maintain this consistent visibility and relevance. This involved striking a balance between entertaining and informative content that was also diverse enough.

Approach

A multi-channel communications strategy was implemented to harmonize offline and online activities, featuring a holistic LinkedIn presence for the company. This data-driven LinkedIn approach involved weekly posts on country-specific channels and enhancing visibility through select corporate ambassadors and key figures around the brand to create a cohesive image. By humanizing and emotionalizing the brand, the strategy aimed to provide informational value through its content. The focus on authentic content as well as the positioning of the key personas as thought leaders in their respective field and the opportunity to leverage their networks further drive the emotionalization of the brand.

Project

LinkedIn Communication

Industry

Staffing, Hiring, HR

Partner

Country

Switzerland and UK

Implementation

since February 2022, ongoing

Contact

BRAND AFFAIRS AG

Lucas Mörgelin

Result

Coople has seen sustained growth on its LinkedIn channels in both Switzerland and the UK, characterised by a remarkably high engagement rate and an ever-increasing number of followers. Both the UK and CH channels have grown to over 10,000 followers, reflecting approximately 20% yearly growth. During that time, engagement rates have impressively ranged between 10% and 17% (more than 3 times higher than the average “good” engagement rate of 2% to 5%) with peaks something going up to 37. Even more impressive, and contrary to what might be expected in this case, engagement has shown an upward trend despite an increase in the target audience.

Over the past year, the channels have generated almost a quarter of a million organic impressions (235K) through around 120 posts across both channels. This consistent activity has solidified Coople's presence and influence in the social media landscape.

"The collaboration with Brand Affairs has significantly enhanced our presence on LinkedIn in Switzerland and the UK. By adopting a data-driven and creative content strategy, we have been able to substantially grow our follower base, engagement rates and overall visibility. Consequently, our Coople brand is now more prominent and resonates more deeply with the digital public."

Sabina Neuhaus

Group Head of Communication, Coople