Case Study: Engineering Services Design
Motion graphics for social media
Engineering Services Design (ESD) is a building services consultant in Sale, Greater Manchester. It has strong branding, a solid foundation of returning clients, and a proven track record for quality. Success stories such as this will typically result in growth, and that is exactly why ESD required greater social media visibility.
Starting 2022, the enterprise began to advertise both its peerless reputation, and the numerous benefits of joining the ESD team across multiple channels.
An example of an ESD digital business card
The Solution
ESD aims to attract top talent to their company, and are willing to cast the net wide to find the most capable team players. They wanted to target the LinkedIn marketplace in order to generate higher volumes of applicants from diverse sources.
Once engaged, potential applicants would join a mailing list and receive regular updates about job openings as and when they became available.
This project presented a two-fold challenge: one creative, one administrative.
Firstly, there is the nature of social media. As with any social channel, visibility is a contest. LinkedIn is an unending stream of job openings and opportunities, and standing out requires a unique identity. Automated, AI-generated content was beginning to make an impact, but this gets lost in the mix.
Instead, I produced a series of animated slides – “digital business cards“, as I call them – which variously advertise ESD as a brand, its employee benefits, specific job openings, and especially interesting projects that the company is working on.
The format is flexible: one can focus on striking visuals, the next can be a captivating presentation providing data and insights. In the battle for capturing attention, these digital business cards are an attractive option.
Secondly, potential candidates were to be segmented, in order to receive only relevant job openings to their inbox. This was easily managed with Mailchimp native tools. Candidates were tracked by source: whichever advert they engaged with would tag them in our mailing list. This minimises the chances of the audience receiving irrelevant content and unsubscribing. Once built, these systems are evergreen: they continue to work away in the background forever.
The ESD Newsletter