About the project
Client: DaRi Online
Subject: Growing Social Media Presence (Phase 1)
Challenge
Background:
A platform like DaRi Online typically faces the challenge of bridging the gap between qualified nurses and overseas job opportunities while ensuring trust and transparency. Building trust among nurses and employers while maintaining a user-friendly interface and scaling operations effectively are also critical hurdles.
Business Goals:
- Establish a strong fanbase for DaRi Online from both the Singapore and Philippine markets
- Drive traffic to relevant pages on DaRi – gather leads for potential job matching (Phase 2)
- Target Audience: Understanding that nurses are highly active on social media platforms, particularly Facebook, for networking, professional development, and job searching.
- Content Needs: Identifying the need for valuable, relevant content that addresses the specific interests and challenges of nurses looking to work abroad.
Insights
DaRi Online recognized the importance of a strong social media presence to reach and engage with its target audience—nurses seeking overseas job opportunities and healthcare employers looking for qualified candidates.
Strategy
- Content Creation and Curation: Focused on creating and curating content that resonates with the target audience, such as infographics and educational content about nursing and its career path
- Targeted Advertising and Promotion: Leveraged social media advertising to target nurses and healthcare professionals in key markets, highlighting the platform’s features and success stories.
Solution
- Strategic content plan: the posts were carefully curated to guide DaRi’s followers to discover the key touchpoints beyond nursing recruitment, creating a sense of community.
- Developed a detailed content calendar to ensure consistent posting and a balanced mix of content types, including educational, inspirational, as well as short video formats.
Results
- In 6 months, DaRi now has over 12,000 followers in Singapore and the Philippines combined
- An 8% conversion rate (people who submitted their application through DaRi website, without even being revamped yet) has been recorded
- Exceeding the client’s expectations, especially on cost-efficiency. The Average engagement rate on the page is 16%