Speak_ Case Study
Overview
Speak_ is a venture-backed B2B startup with a beloved AI candidate screening product for recruiters. Like many startups, Speak_ had focused primarily on creating a great product for their customer base and had yet to find growth with targeted marketing efforts.
Role
As the Marketing Strategist and Content Designer, I was responsible for developing a comprehensive marketing strategy that seamlessly married social copy and artwork. My role involved researching the target audience, creating compelling ad copy and corresponding graphics, and deploying to social media throughout the campaign. Additionally, I reviewed and analyzed ad performance throughout the campaign, employing insights to make adjustments along the way, ensuring each ad was optimized for maximum effectiveness.
Process
I conducted a thorough analysis of our target audience and market trends, which informed the brand story and precision-targeted marketing strategy, and helped define clear objectives and KPIs. I then committed to creating ad copy and visuals that showcased the brand’s value proposition. Throughout the process, I collaborated closely with stakeholders, allowing us to launch each stage of our campaign quickly and effectively while continuously analyzing performance to inform subsequent stages.
Problem
Campaigns are scattershot and success relies heavily upon the CEO’s own social networking abilities.
Opportunity
Speak_ is in a unique position to create brand awareness on LinkedIn because nearly all recruiters use the platform.
Marketing Objectives
• Increase engagement
• Epand brand awareness
• Drive web traffic
Design Objectives
• Envision brand story
• Create compelling imagery
• Craft poignant messaging
Overall Objective
Wield the Speak_ brand to kick start marketing efforts and lay a foundation for future campaigns.
Brand Story
“
What’s different today is that recruiters have more candidate submissions than ever, most of which are from applicants who are not a good fit. Sorting through endless resumes is agonizing at best and dehumanizing at worst, turning once-personable recruiters into cogs in a paperwork sorting machine with little time for the rest of their job responsibilities. If you seize the opportunity to do a lot of the sorting for recruiters, the process will be far less daunting and you can blow them away with a re-humanized process that they will thank you for.
The problem is, current ways of whittling down candidates happen in a black box.
Recruiters need to trust that good candidates won’t be filtered out and that the process will be unbiased. No one wants to partake in a process that feels completely out of their control. Recruiters want to feel like they are personally finding the right candidates and that their human touch in the process still shines through. And good candidates need to feel like they aren’t lost in the shuffle. They also need to feel like there is a human on the other side.
Speak_’s AI candidate filtering platform makes it easy to surface the very best candidates without bias and seize those opportunities.
The result: Accelerated screening that brings back the human touch to recruiting while surfacing the very best candidates.
”
At some point in their search for a handful of good candidates in a mountain of low quality ones, your customers experience a dissociation from the humans in a once-purely human process.
LinkedIn Campaign
Results
Increased social engagement 1000%
in 4 weeks
Increased organic impressions by 150%
in 2 weeks
Key Takeaways
As the Marketing Strategist and Designer, the project’s success hinged on a strategic blend of marketing insights and innovative content design. Key takeaways included the importance of conducting a comprehensive analysis of the target audience and market trends, which was pivotal in shaping a precision-targeted marketing strategy. This, combined with a strong brand story, laid the groundwork for setting clear objectives and KPIs, guiding efforts to grow engagement, increase organic impressions, and improve brand awareness.
By focusing on analyzing metrics and making adjustments during the campaign, we effectively reached the target segment, improved social media engagement, and increased organic impressions. Collaborating closely with the CEO created buy-in with marketing efforts and laid the groundwork for future marketing efforts.