LinkedIn employer branding campaign rooted in content marketing

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Jamie Coulter

Chief Executive Officer

“The Hyphen team has helped us strengthen the Raymond James brand within Canada’s wealth management industry and showcase how we support the financial advisor community.”

Raymond James Ltd., Canada’s largest independent financial advisory firm, was looking to bolster its advisor recruitment efforts with a fresh approach to marketing.

Following a deep dive into Raymond James’ value proposition and culture through in-depth stakeholder interviews, we proposed, developed, and implemented an educational employer branding campaign – ‘The Choice of Top Advisors’ – showcasing the firm’s people and values.

We launched the campaign in 2021 with an award-winning educational guide for financial advisors on how to transition between firms featuring real-world insights and advice from advisors sharing their transition experiences.

Responsibilities
  • Employer branding & recruitment marketing strategy
  • LinkedIn lead-gen & awareness ad campaigns (English & French)
  • Content campaign management & reporting
  • Creative direction & execution
  • Content creation in English & French
  • Landing pages design 
  • Email marketing automation via HubSpot
  • Lead nurturing campaign via HubSpot & LinkedIn integration
Impact
1
Increased lead growth by 15% YOY
2
30% conversion rate from MQL to SQL
3
Over 10,500 visits to Choice of Top Advisors landing page
4
Over 500 downloads of ‘How to Transition Successfully’ guide in the first 6 months
5
Increased digital brand awareness among Canadian financial advisor community
6
Launched 4 industry-leading guides in 2 years
Strategy Driven by Research & Discovery

Speaking with Raymond James advisors across Canada, we gathered their real-world perspectives on what makes this firm a rewarding place to work.

Insights from these conversations were invaluable in developing a unique positioning strategy for Raymond James from an employer branding perspective.

Useful Guides

We built this employer branding LinkedIn campaign around a content marketing strategy focused on providing useful information to advisors based on the real-world experience of their peers.

We started with a practical guide addressing one of our target audience’s pain points. This led to great inbound traffic and interest while showcasing advisor empowerment as a key component of the Raymond James culture.

Scalable Content Marketing Strategy

The content marketing strategy was designed to be repeatable, allowing us to efficiently scale up the campaign by developing and launching additional guides.

Creating content with real value for advisors has helped Raymond James break through the noise while its competitors focus on shouting about what makes them the best place to work.

LinkedIn Amplification

As the leading professional social network, LinkedIn is an effective platform for employers to share their story and recruit talent.

The lead-gen and awareness ad campaigns were effective in reaching Raymond James’ target audience:

  • 3,778,622 impressions
  • 24,700 clicks
  • 10,576 landing page visits
Showcasing Real People & Voices

Canada’s financial industry is a small world, so when financial advisors see their peers as part of a campaign, it sparks interest and leads to meaningful conversations.

We interviewed advisors, coordinated photoshoots, and featured their images and quotes throughout the campaign to keep it personal and genuine.

Supercharging LinkedIn with HubSpot

Pairing the broad reach and powerful targeting capabilities of LinkedIn with the efficiency of HubSpot’s email marketing automation, maximized the impact of this campaign. 

Together with ongoing analytics and reporting, this approach allows to continually optimize the campaign to generate and nurture qualified marketing leads.

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