About Latitude IT
Latitude IT is a forward-thinking recruitment firm that specialises in placing senior talent across digital and IT roles. Latitude had been growing steadily since their launch in 2017, but recognised that their digital presence needed to expand if they were going to compete with the much larger global firms that play in the same space.
The brief
Latitude were not looking for a typical brief-driven relationship with an agency. They needed an outsourced Head of Digital to produce a holistic strategy, and work directly with members of the business and external vendors to deliver on this.
Latitude identified some key deliverables they wanted from this partnership
- Clearly defined and documented digital marketing strategy
- Execution across various marketing channels
- Review of their marketing operations and automation
- Analytics and tracking to determine the effectiveness of marketing activities
The process
To deliver on this partnership, we embedded ourselves within the Latitude team, joining their weekly WIPs, and using their communications platforms and collaboration tools. The landscape in recruitment is constantly shifting, and with a global pandemic thrown in for good measure, we had to be fairly flexible in our approach to ensure our marketing efforts were making a consistent impact in a crowded market.
Key deliverables
Brand guidelines and templates
To ensure consistency and give control back to the client, we developed a series of brand guidelines and easily editable templates using Canva to reduce design costs, and allow recruitment staff to utilise the Latitude brand to promote roles on their personal platforms.
Content strategy
Using a collaborative, workshop-based approach, we created a content strategy to define the key audiences the business needed to connect with, identified different voices that needed to be heard, then created a 12-month content matrix of themes and topics to be executed across social, email, video and blog content. These themes were both industry specific and universal, with topics ranging from Australian recruitment trends to mental health and wellness.
Social media execution
We took on the execution of the brands LinkedIn presence, creating a mix of content designed to increase brand awareness, encourage job applications through the website and engage with new audiences.
We were able to generate some very positive results
Website project management
We collaborated with a number of vendors, both off-shore and on-shore, to project manage the design and development of a new website for Latitude, as designed by Tubik and developed by Raw Studio.
This included
Defining the scope and creating a tight brief
Managing the project timeline
Cross-device and browser testing at key development milestones
Content migration
Analytics and tracking
Latitude were clear from the on-set that they wanted to understand the effect of expanding their digital presence on their businesses bottom line. We created a real-time dashboard using data Studio that merged data from a variety of sources into a singular source of truth, allowing the business easy access to insights.
The results
Latitude have continued to grow during a tough time in the market, especially for a recruitment firm.
Throughout this partnership we’ve been able to
Create re-usable marketing assets that can be adapted by any member of the team
Develop and execute a content marketing strategy across social and blog channels
Project manage the launch of a new website, working with a variety of vendors
Create an analytics ecosystem that gives the business clear insights into the effectiveness of their marketing activities
