Redefining LinkedIn as an Employer Branding Engine
In the Greek market, where 8 out of 10 employers state that they struggle to attract suitable talent, CQS set a bold goal: to transform its LinkedIn presence from a standard corporate feed into a living, breathing employer branding tool.
Working with CQS, we built a content strategy that united two sides of the same challenge: attracting young candidates aged 18–35 and strengthening the company’s corporate reputation among decision-makers in key industries such as telecommunications, technology, energy, retail and banking.
The biggest challenge? Breaking industry stereotypes. Customer service is often associated with “call centers” and transactional roles. The goal was to show the human side of CQS, highlighting culture, creativity and career opportunities.
Highlights of the Strategy
Join Our Team
We designed job posts that broke away from the rigid style of traditional ads. Fun, creative copy and visuals invited candidates to apply in a fresh way.
TeamChangers
By showcasing CSR activities, such as blood donations and community initiatives, we positioned CQS as a socially responsible employer that gives back.
LinkedIn Polls & Awareness Days
Interactive formats like polls, awareness day posts and humorous greetings generated dialogue and community participation.
Spotify Playlists
Seasonal and concept-driven playlists, from Valentine’s Day to rainy days, brought a lighthearted tone to LinkedIn, boosting shareability and brand affinity.
WHO IS WHO
The standout content format was the WHO IS WHO video series. Employees introduced themselves in surprising ways, answering questions like “If you were an animal, what would you be?” or “What’s your guilty pleasure?”. These videos brought fun, personality and authenticity to the forefront, making culture the real protagonist.
Impact & Recognition
The results proved the power of a human-first approach:
- +62% increase in organic interactions on job posts
- +47% increase in reach among Millennials & Gen Z
- +38% increase in applications for selected open roles
- +30% year-on-year growth in engagement rate
- Engagement rate 131.9% higher than competitors, positioning CQS in the top 5 for engagement against major players such as Teleperformance, Vodafone, OTE Group and ICAP CRIF
By turning LinkedIn into a storytelling and storysharing platform, CQS and SCL Mellon proved that content marketing is not just about corporate updates; it is about giving a voice to people, shaping perception and attracting talent with authenticity and creativity.