City & Guilds Group: compelling social media copy
City & Guilds commissioned Pickle Jar Communications to create compelling social media copy to support several campaigns between 2020 and 2021.
These campaigns included:
National Apprenticeship Week 2020 - promoting the value that apprenticeships offer employees and employers, with stories from their own apprentices.
Missing Millions - sharing the findings and recommendations of their Mission Millions report about the importance of retraining and upskilling as workplaces evolve.
My Skills Story - showcasing memories, experiences, and advice about career progression from current and former apprentices, and wider colleagues.
National Apprenticeship Week 2021 - promoting a variety of digital activities about apprenticeships, including videos, webinars, panels, advice, and success stories.
Skills Bridges - sharing insights from their Building Bridges report. This included several examples of how Skills Bridges can be built between obsolete jobs, and jobs now in higher demand, as a result of the coronavirus pandemic.
Mental Health Awareness Week 2021 - supporting the national mental health campaign with inspirational stories of how their employees connect with nature to improve their wellbeing.
Learning at Work Week 2021 - championing the value of lifelong learning, and encouraging audiences to take 10 minutes a day to seek and share learning.
Inclusion and diversity webinar series - generating interest and registrations for their webinar series on the importance of diversity in the workplace. Topics include supporting ethnic groups, prison-leavers, women, LGBTQ+ communities, and neurodivergent people with their employability goals.
Our talented and experienced copywriters undertook the following activity:
Liaison - we met with City & Guilds colleagues to gain a deeper understanding of their goals before beginning our content creation.
Research - we read research reports, communications briefings, and interviews with colleagues to find inspiration for our content. For some campaigns, we hosted the interviews ourselves. We also found additional inspiration from City & Guilds video content.
Creation - we created a wide variety of social media posts for various City & Guilds Twitter and LinkedIn channels, with engaging and captivating wording tailored for their target audiences.
Curation - we ensured our content related to the rich assets provided by City & Guilds, which included photography, videos, and infographics.
Planning - we displayed all posts in a shared editorial calendar, allowing City & Guilds the opportunity to amend and comment before the posts were published.
Accessibility - we followed readability and accessibility best practice to ensure our content could be received by all audiences, thereby widening its potential reach.
Visibility - we researched and experimented with a variety of hashtags relevant to the campaigns to increase visibility of our content.
City & Guilds welcomed our additional creativity, expertise, and staff resource in helping to generate awareness of their activity through social media.
“Simon at Pickle Jar Communications was brilliant to work with. We worked on several projects together and he consistently delivered engaging and compelling social media copy to support our campaigns and reach our target audiences. Simon was super efficient and easy to work with. He picked projects up quickly, and everything was well organised and easy for us to implement. Thanks again!”
- Rebecca Paxman, Senior Social Media Engagement Manager, City & Guilds Group