Understand what customers are thinking to shape a winning strategy
Background
Equip Recruitment was founded in 2011. With offices in Petone, Palmerston North and Hawkes Bay, the company provides recruitment services for permanent, temporary and contract staff across a broad range of industries in the lower North Island.
The Equip leadership team wanted to gain a deeper understanding of how the brand was perceived by its clients. Also of particular interest was the degree to which competitors were using social media so that a new social media strategy and approach could be implemented for the company.
Marketing Services Provided
1. Brand Health Survey
A “brand health survey” is an insight-based research project undertaken by a business to assess the overall strength and perception of a brand in the eyes of its target audience, measuring factors like brand awareness, loyalty, and customer satisfaction.
Synthesis Marketing was engaged by Equip Recruitment to undertake a brand health survey amongst its database of clients. A key area of focus was to determine how the brand was perceived by its customers compared to competitors. Of particular importance was assessing the extent to which clients understood the service offering, and their awareness of the company’s capability in recruiting for different roles.
The Synthesis team designed and delivered a robust brand health survey process, in partnership with the Equip business leaders, that included the following steps:
- Project establishment meeting.
- Preparation of draft survey questions.
- Addition of survey recipients to Survey Monkey database.
- Administration and sending of the survey.
- Assessment of the results, as well as preparation and presentation of a full report that outlined findings and recommendations.
Insights gathered
The insights uncovered from the brand health survey helped Equip gain a deeper understanding of their customers in key areas, such as:
- The likelihood of clients to recommend Equip to others (using the recognised Net Promoter Score (NPS) method to provide benchmarks).
- Profiling of existing customers.
- The drivers of customer satisfaction / dissatisfaction.
- Preferred communication methods, platforms and frequencies.
2. Social Media Audit
Another issue the business faced was looking to achieve more efficiency and consistency of messaging across its different marketing channels. Social media was identified as an area for improvement so the next step was to conduct a social media audit.
A “social media audit” serves as a vital foundation for a social media plan, offering valuable insights into a company’s current social media presence, audience engagement, and competitive landscape. Understanding where a company sits in the social media sphere, helps guide its social media approach to effectively align activity with overarching business goals.
Synthesis Marketing was engaged by Equip Recruitment to conduct a social media audit of its own social media platforms and channels as well as those of competitors. This included analysis of followers, the frequency and quality of posts and content, and levels of interaction and engagement.
As a result of the audit, a new social media plan was developed, enabling Equip to effectively engage with clients and candidates, and to strengthen its brand presence on social media. The Synthesis team also organised and ran social media skills training workshops for Equip staff. These sessions improved employee understanding and use of the tools, and ensured that resources were allocated efficiently and social media activities were optimised for maximum impact.
Why Choose Synthesis Marketing?
Insights from the brand health survey and social media audit for Equip formed the foundation of a new marketing approach and social media plan for this business.
At Synthesis Marketing we believe that deeper insights create better decisions and more powerful marketing. We have successfully used an insights-driven marketing approach for a diverse range of clients. This approach has played a crucial role in guiding the marketing strategy and creative direction for many businesses and has been integral to the successful delivery of growth objectives.
