Increasing the social media presence of housing association L&Q
CASE STUDY
L&Q had disappointing levels of engagement on social media, the team at Dawson Walker creatively and strategically enhanced this over a year.
The Challenge:
L&Q is a regulated charitable housing association and one of the UK’s most successful independent social businesses. The L&Q Group houses around 250,000 people in more than 95,000 homes, primarily across London and the South East.
Disappointing engagement on social media
Before we started, L&Q had disappointing levels of engagement on social media,. This is especially on their LinkedIn channel with just under 4,500 followers and only a couple of posts a year. On Twitter, the content was very news focused. It lackes in any employer brand content. On Facebook, their updates were only customer focused. They use it to deal with day-to-day customer complaints, with no company information. On top of this, L&Q don't frequently use their internal social media platform Yammer to promote employer brand updates.
A clear HR strategy
As part of their HR strategy L&Q is looking to increase its profile on social media. This is to attract new talented individuals and re-engage the existing workforce.
With our expertise in Employer Brand and Social Media Management, Chris Gillam Assistant Director HR discussed her current challenges with us, for which we had the perfect solution.
The Solution:
Audit
After undergoing a full audit of L&Q’s social media channels and agreeing key KPIs we provided Chris and the team with a strategy and editorial plan suitable for all their channels.
A social media strategy
The main focus of our social media strategy for L&Q was to make sure both current and future employees could find out more about the culture of the company. But also what values they have and what opportunities are available. Having recently developed L&Q’s Employer Brand, we used our employee value proposition framework to develop content. Our plan had a blend of news updates, employee and customer case studies as well as recent job opportunities. It was important that all content used either videos or photos to enhance each post.
The people of L&Q
Central to our editorial plans were the people that make L&Q such a great place to work. We got the opportunity to spend time and talk to key L&Q employees from a great variety of departments and functions. They varied from Care Workers, Direct Maintenance Teams, Finance Directors, Lettings Managers and Development Interns but also part time mums and paternity dads. We really wanted to make sure we had a focus on both their personal and work life. These interviews were then transformed into written case studies or short films. These were know around the Business as the “Yellow Chair” interviews. They instrumental in the success of L&Q’s social media channels.
The plan
With approval on the plan we were able to start work on the channels. This included daily content management and moderation, weekly content reviews with key stakeholders and detailed analytics and reports.
The Result:
Within the first 8 months of starting the programme, we had already achieved great numbers.
- L&Q’s LinkedIn followers had increased by 249%
- engagement rate of 3.38%
- 2.38% click through rate to L&Q’s career website.
Over the past 12 month and with company updates 7 days a week the numbers have stayed high with:
- 2,000,000 total impressions,
- 80,000 video views,
- 21,000 likes and
- 600 comments and counting.
Twitter and Yammer now have 3 posts a week dedicated to employer brand updates and Facebook has been used to promote key job opportunities.
L&Q’s employee value proposition focuses on people sharing their stories. Discover how Dawson Walker made profile films that are different, engaging and effective. Bringing the employee value proposition to life for L&Q.
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