Employer brand strengthened through targeted LinkedIn content

RESPECT Wonen Zorg Welzijn is a social purpose organisation combining housing, care and welfare for people who need it most. The organisation has no shortage of strong stories about its people, the care it delivers and what it stands for as an employer, but the demands of day to day operations left little room to turn those stories into a consistent online presence.

In a sector where the labour market is tight and employer reputation matters more and more, a structured and engaging presence on LinkedIn became increasingly important. That takes more than occasional posting. It requires rhythm, sharp writing and a clear feel for the target audience.

The challenge
Internal teams did not have the capacity to manage content creation in a sustained and structured way. What was needed was a specialist who could work independently, align quickly with HR and communications, and bring LinkedIn activity up to a level that matched the organisation’s ambitions.

Blackbear's role
Together with RESPECT, Blackbear sharpened the brief into a concrete assignment: what should the content achieve, for whom and how would success be measured? Based on that scope, a content creation expert was engaged with relevant experience in care and public sector communication. During the assignment, progress was monitored to keep the work aligned with communication goals and internal stakeholders connected to the content calendar.

Result
During the assignment, at least two LinkedIn posts were published each week in a consistent tone of voice. Engagement, measured through likes, views and responses, increased clearly. Formats and templates were also documented, so the momentum built during the project could continue after the final milestone.