When researching Workwide and reviewing their Instagram I saw a post of what I believe was a new placement in Portugal eating a custard tard, something very typical.

The candid and realness of the post made me consider that actually, Workwide is providing more than just a job, they are providing a lifestyle change, and an opportunity to discover some new through a new job in a new country.

Obviously, with the demographic being younger and the jobs I believe more junior in nature, the experiences it enables are more authentically local, small moments that enrich our lives.

This to me felt like a large driver into why someone may decide to apply for a job with Workwide and not in their local area.

My initial strategy is based on this, taking it a little further, linking in some cross-channel and multi-layered concepts, and using the content to the maximum.

What?

My suggestion is to create a series of videos and image posts based on people that we place, and we follow their journey at 3 intervals;
(1) 1 month (above);
(2) 6 months;
(3) 12 months.

The series will ask the same 3 questions, building visual assets around them;
(1) What is your favourite thing about Malaga [city]?;
(2) What is next on your Malaga [city] checklist?;
(3) What is your current work/life balance?;

Each Ad will comprise of a 1 minute video, which is designed to be broken into x4 15s clips, so it can be used in stories. Then we will support the promotion by also creating a image post around the question, building on the narrative.

Why?

1. It’s proof of our skills and ability to get people placed and relocated (building trust, brand).
 2. It’s visually putting people in their shoes and imagining doing the same (desire, incentives).
 3. It involves the customers and building community because we are getting them involved (referrals, impression support, brand).
 4. It brings a recurring and repeated theme helping us build momentum and helps produce a steady content pipeline (content calendar/plan).
 5. It’s showing our roles are long-term (value).
 6. It shows the long-term benefits of living and working abroad and how this compounds over time (value).
 7. It’s showing we care about the placements and supporting them (value, brand).
 8. It provides sort of authentic feedback/testimonials (trust, value, brand).

The 80/20 Rule and the order

Creating video footage like this can be time-consuming to plan and execute, so in order to maximise this I suggest that we take photos and video content in the shoot, focusing on the diversification and then use the content in various ways, creating different media and using in different channels.

1. The promoted Instagram ad (x3 Questions, Month 1). The video content will focus on small 15s snippets that document the question and a journey. Firstly, this footage will be edited together to create x1 1-minute video which can be used for a promoted Instagram Ad (like above).

2. The supporting Instagram stories (x3 Questions, Month 1). The video will then be split out into x4 15s videos, and uploaded also as a series of stories on the Workwide Instagram channel. This will be done in conjunction with the release of the Ad. The stories will be saved to the profile, under the placement name ‘Samuel’.

3. The supporting Instagram post (x3 Questions, Month 1). Photos taken during the shoot will be shortlisted and 4-6 will be chosen for an Instagram post. We will elaborate on the content editorially, adding a little more floral text, but also focus on the call to action (View Vacancies - Link in Bio) and also hashtags to help organic inbound.

4. Adding to other socials; Facebook, LinkedIn, TikTok (x3 Questions, Month 1). Video, photos, and post editorials can be added to other channels, reusing largely the same format, such as LinkedIn, Facebook, and TikTok. At times we can promote some of these posts if we wish.

5. Adding to email marketing (x1 Summary of all 3 questions, Month 1). A summary of the video, photo, and editorial content can be used for email marketing, sending with general newsletters or summaries of open vacancies to interested people.

6. Creating a YouTube video (x1 Summary of all 3 questions, Month 1). We can mash together a 3-minute video of all 3 questions to create a longer video more suitable for YouTube.
[This could be worthy of Google Ad promotion!]

[We repeat 1-6 for Month 6, Month 12]

7. Creating a blog post (x1 Summary of all 3 questions across 1, 6, and 12 months). Once we have collected and created all campaign assets for a single placement (1, 6 months, and 12 months), we can create a blog post consolidating all image, video, and editorial assets into a post.
[This can generate another round of organic social posts and email marketing]

8. Creating a Case Study/Testimonial (Summary of all 3 questions, 1, 6, and 12 months). once we have collected and created all campaign assets for a single placement, we can additionally ask for a testimonial from the placement (this might best be done in months 1-6). This can be done on TrustPilot but also snippets for the website. Then we can collect all and create a PDF that recruiters and business development can use in discussion.
[This can generate another round of organic social posts and email marketing].

[We repeat 1-8 for different placements, doing multiple placements across the year]

9. Annual Review (Summary of all 3 questions, across 1, 6, 12 months, and across multiple placements). Once a year we can review placement achievements/numbers which we can condense it into an annual review, which would be great content internally, for business development, and sales but also general content to help elevate Workwide publically. In this, we can include summaries of this content (perhaps the best-performing one), and all the testimonials.
[This can generate another round of social posts and email marketing]