As London’s largest financial recruitment firm, Goodman Masson were in a period of growth. Mainly this due to their fresh, modern approach, with particular emphasis on The Experience®, their playbook of what it was like to work for the company. After completing an overhaul of the brand with a redesigned website and a suite of branded collateral it was clear that to continue the good work and to emphasise why the company was so different to others in the field, a content strategy would help to connect the company with potential employees in a space outside of their website.
One of the key objectives I was tasked with was to consolidate the Goodman Masson tone of voice and establish a consistent style. It was important to ensure that the tone of voice exemplified the same outlook as the updated branding – to reflect Goodman Masson’s fresh, modern service approach and work environment, including The Experience®.
I led a content strategy, producing multiple long-form articles per week to be published across social channels, with particular emphasis on Linkedin. I conducted and led interviews with key stakeholders to really understand the business from the inside out, spending time at the office to get a ‘fly on the wall’ feel for the company. The Experience® was their key USP and differentiator in a crowded marketplace, so it was crucial I got to grips with this and could make it come alive in the long-form content.
As well as the tone of voice exploration, theme exploration was an exercise in testing and tailoring the content that resonated best with Goodman Masson’s audience. I also measured the approach on LinkedIn, taking into consideration the factors which make up a post on LinkedIn, working alongside the client to test various titles, descriptions and images to analyse audience engagement.
In terms of tone of voice, it was key to find the spot between engaging the audience as well as talking authoritatively on political subjects such as Brexit and financial implications such as the Bank of England’s Base Rate. With a fresh rebrand and the ‘disruptive’ nature of the business there was plenty of scope to be experimental and playful.
The creation of a consistent tone of voice and the creation of a specific style on the back of a large rebrand was exciting, having an instrumental role in shaping the content for this company. The results during the retainer were good and through measurement post-retainer, illustrating that consistency across content, social, and measurement is crucial for building and maintaining an exciting and thriving brand.