A b2b influencer marketing case study – eFinancialCareers

eFinancialCareers’ use of strategic B2B influencer marketing: In the overflowing stream of social news feeds, content is prolific but attention can be scarce. eFinancialCareers wanted a new approach to engaging professionals in financial services and technology.

The Challenge

As the premier career website for the financial services and technology sectors, eFinancialCareers provides advanced recruitment solutions to source top-tier talent. Their work with Custom Influence was aimed at creating strategic influencer marketing activity that would not only elevate their brand presence but actively engage their target b2b audience: hiring managers within financial services, fintech, and technology.

The Strategy

A two-fold approach was crafted to incorporate their existing content marketing strategy:

Content Amplification:
Custom Influence paired eFinancialCareers’ content, already crafted for hiring decision-makers, with handpicked influencers best suited to champion it. These influencers significantly extended its reach, promoting it across their vast professional networks. The content selected was a quarterly Hiring Trends Report as well as their Annual DEI Report.

New Content Creation:
We also established a partnership with a creator who could transform the brand’s written reports into new, dynamic video content. The interview-style format allowed eFinancialCareers’ executives to spotlight essential insights, with the creator subsequently promoting these engaging videos on YouTube, LinkedIn, and X.

Two thought leaders were selected for this activity:

Efi Pylarinou, a financial services writer and creator with a global audience of over 200k decision-makers within financial services and fintech.

Amber Shand, a technology and DEI advocate, who connects with her audience through speaking engagements, podcasting, a newsletter and social media content.

Delivery of Success

The 8-week program delivered:

• A series of 10 sponsored posts
• 2 unique pieces of video content
• An impressive 68,000 post impressions and video views
• 726 qualified engagements

Key Learnings

Working with business influencers to promote and create content for social channels proved to be extremely effective for the brand. Some key learnings gained from the activity were:

Authenticity wins:
In a series of promoted posts, the content that most closely aligns with an influencer’s personal brand performs best in terms of reach and engagement. This proved to be true for both Efi and Amber.

Smart repurposing: Leveraging diverse creators amplified the same pieces of content to two distinct audiences effectively. It’s important to choose thought leaders that can see and promote content from different angles.
Less is more: Short-form video posts surpassed long-form in performance. Remember that one video or audio podcast can seed an entire series of new posts usable by both the brand and creator.

Conclusion

The eFinancialCareers b2b influencer marketing case study campaign underscores the effectiveness of influencer marketing even within niche b2b sectors. The influencers not only amplified content beyond what was possible with the brand’s own organic social activity, but embedded eFinancialCareers’ key messages and brand values authentically within relevant professional communities.

Testimonial

“Custom Influence allowed us to use a new and strategic approach to turn our content into powerful tools for engagement with hard-to-reach professionals. Their approach to influencer marketing seamlessly integrates with our brand awareness efforts and solidifies our trust in them to plan, manage and measure activity in the future.”

-Rainy Gill, VP of Marketing, eFinancialCareers