Graft: Unique Digital Marketing
In 2018, we were invited to manage the digital footprint of a recruitment start-up named Graft.
Graft is a graduate and career development specialist whose mission is to retain graduate talent in the Leeds region and subsequently push the growth of the Northern powerhouse.
Launched in 2018 by Melanie Parker, Graft was a start-up with a unique perspective in a saturated, Northern recruitment industry.
A Unique Mission
Companies in the Leeds area had identified significant skills gaps and noticed the trickling away of graduate talent, while graduates were consistently missing out on opportunities to work with Leeds-based SMEs and scale-ups due to a lack of visibility and the allure of London. In addition, Graft support diversity in the workplace and take a keen interest in smashing through employment barriers regarding gender, sexuality, class and heritage.
We were therefore required to forge a marketing plan suited to this thought-provoking start-up that would succinctly reflect their belief in the growth of Leeds’ diverse body of future talent and boast local start-up opportunities.
Since Graft was a start-up, extensive branding and tone-of-voice work had to begin immediately.
The Halston Marketing team helped to initiate ways Graft could increase their digital footprint. We opened social media accounts that reflected their dual-target audience: Twitter and Instagram would target graduates while LinkedIn would engage with businesses looking to recruit. With seasonality in mind, we infused public holidays, student events, business events and Leeds-local business news into the social media plan to grow authority. We created a series of infographics featuring pertinent statistics and research for social media channels to open and engage in dialogue regarding diversity, recruitment and graduate life.
Additionally, our skilled content writers generated a literary-based content plan with an SEO strategy that would also help to grow authority, build brand awareness and solidify Graft’s values. Onsite content included:
Discussions of employment diversity
Highlights of working for start-ups and SMEs
Fun, engaging listicles
With digital PR in mind, the site was also infused with client and graduate testimonials and write-ups to promote Graft’s success rate, while social media channels worked to boast recent industry-relevant events attended by Graft’s director.
An Exciting Future
Our work to implement a constant stream of social media and onsite content helped to improve Graft’s search engine position, build consistently-rising site impressions and develop brand awareness among the recruitment and business sector in Leeds.
In addition, Graft saw the following successes:
A streamlined tone of voice and brand identity
Brand awareness through expertly collated testimonials
Social media channels engaging in relevant conversation
Appropriate, intriguing literary content tied expertly to brand values
Strong leads into scaling businesses that consequently reached out for recruitment services