Recruit start-ups for an accelerator with the assistance of digital content marketing
Tran, Chi (2021)
Tran, Chi
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060915267
https://urn.fi/URN:NBN:fi:amk-2021060915267
Tiivistelmä
Nordic Startup School, a start-up accelerator in Finland, commissioned the project to help them utilize their social media marketing content to assist their start-up recruitment. Before 2020, all start-up recruitment was done either through Business Tampere or the CEO's contact. In 2020, the target start-up expanded to the whole of Finland. Thus, the company saw the need to optimize their social media marketing to reach more start-ups and founders, make them interested in the program, and convert them to applying. The recruitment campaign occurs two times a year in Spring and Autumn for one month, and the commissioner is looking to optimize their content during this time. They also expect to get some ideas and recommendation for their overall content marketing.
The project was done by carrying out three main actions. First, the author re-viewed academic theories around B2B marketing, content marketing, and LinkedIn to get opinions from other researchers. The author discovered the importance of trust in B2B marketing and what type of B2B content is consider valuable and help in facilitating trust and determined LinkedIn as the primary social media platform for the commissioner. Then, the author analysed the company's situation, their stakeholders, previous recruitment and content. The analysis unveiled that all stakeholders are equally important as their roles affect the experience of each other while participating in the Nordic Startup School program. The analysis also concluded that the types of content work in increasing Impression and Engagement on LinkedIn results in improving brand awareness and promoting the application period. In the final part of the project, the author generated and implemented a marketing campaign for the company's Spring 2021 recruitment, of which the outcome was collected and analyse and helps generate ideas and recommendation for future content strategy.
In conclusion, the author suggested some ideas for successful digital content marketing that should help the company optimize their LinkedIn channel performance and assist with the start-up recruitment campaign. Those recommendations include utilizing their stakeholders' communities in creating content and spreading content. NSS should post more content with people's faces and their participation, like events. Content about collaborations, value co-creation and sharing knowledge should also be prioritized, not just during the recruitment period but year-round, to build trust around the company and its program.
The project was done by carrying out three main actions. First, the author re-viewed academic theories around B2B marketing, content marketing, and LinkedIn to get opinions from other researchers. The author discovered the importance of trust in B2B marketing and what type of B2B content is consider valuable and help in facilitating trust and determined LinkedIn as the primary social media platform for the commissioner. Then, the author analysed the company's situation, their stakeholders, previous recruitment and content. The analysis unveiled that all stakeholders are equally important as their roles affect the experience of each other while participating in the Nordic Startup School program. The analysis also concluded that the types of content work in increasing Impression and Engagement on LinkedIn results in improving brand awareness and promoting the application period. In the final part of the project, the author generated and implemented a marketing campaign for the company's Spring 2021 recruitment, of which the outcome was collected and analyse and helps generate ideas and recommendation for future content strategy.
In conclusion, the author suggested some ideas for successful digital content marketing that should help the company optimize their LinkedIn channel performance and assist with the start-up recruitment campaign. Those recommendations include utilizing their stakeholders' communities in creating content and spreading content. NSS should post more content with people's faces and their participation, like events. Content about collaborations, value co-creation and sharing knowledge should also be prioritized, not just during the recruitment period but year-round, to build trust around the company and its program.