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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.
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.