Overview
Amanda Manufacturing and Global Transportation Management (GTM) sought to transform their online presence to attract a younger audience and new talent. Partnering with VVK PR + Creative, they focused on developing a revitalized social media strategy that connected with Gen Z and Millennials while maintaining engagement with professional audiences.
Challenge
Amanda Manufacturing and GTM faced the dual challenge of growing their online community and increasing engagement while positioning themselves as a desirable employer. Their social media strategy needed a complete overhaul, including creating a stronger presence on platforms popular with younger demographics, like TikTok and Instagram. Additionally, they wanted to ensure their existing channels, LinkedIn and Facebook, continued to deliver value for their broader professional audience.
STRATEGY
VVK PR + Creative crafted an integrated social media campaign to meet Amanda Manufacturing and GTM’s goals. The key initiatives included:
- Expanding Platform Usage: Creating TikTok and Instagram accounts aimed at engaging Millennials and Gen Z, while continuing to utilize LinkedIn and Facebook for professional outreach.
- Content Calendar Development: Rolling out monthly calendars featuring industry insights, innovative projects, and spotlighting job roles within the company.
- Video Production: Producing two videos per month, with onsite video shoots scheduled four times in 2024. These videos showcased various topics, including “how it’s made” features, day-in-the-life spotlights, team highlights, trade school education, employment benefits, and organizational events.
- Employee Advocacy: Encouraging employees to follow and interact with the company’s social pages, amplifying reach and fostering authenticity.
Results
Amanda Manufacturing and GTM saw outstanding results across all key metrics:
- Viral TikTok Growth: The newly launched TikTok account featured a video on how car strikers are made, which went viral with 101.5K views.
- Engaged Younger Demographics: Both TikTok and Instagram accounts grew engagement and built a following from scratch, successfully reaching Gen Z and Millennials.
- Improved Brand Perception: Monthly content spotlighting a variety of job roles made the company more relatable and appealing to potential hires.
- Increasing LinkedIn and Facebook Engagement: Engagement and follower growth steadily increased on existing professional platforms, with consistent upward trends since February 2024.
With these results in hand, Amanda Manufacturing and GTM are poised for sustained success, leveraging their enhanced online presence to drive recruitment and build a stronger connection with their growing audience
