Estate agents commonly have a bad reputation, and Knight Frank wanted to change perceptions of a career in the property business. It needed its social strategy to put people at the heart, to showcase its values and challenge misconceptions, and grow the most diverse community in the industry. Previously, it had rarely posted about its employer brand on LinkedIn, and had no presence at all on Instagram. It needed an always-on, year-long strategy that would shift perceptions that it might not be a diverse and inclusive workplace.

After extensive research through one-to-one interviews, focus groups, a social listening approach and an external survey, Wiser helped the company to build a strategy that would share its diversity, inclusivity and values through its people and culture. In May 2022 @lifeatknightfrank went live on Instagram and employer brand posts began to appear on LinkedIn. While the corporate brand identity often focused on luxurious properties, the employer brand brought its people-centric approach to life.

Posts showed real experiences of employees such as juggling work and home life, or a leaving party for a valued colleague. They also highlighted the company’s commitment to its diversity targets in an open and transparent way. People engaged with its LinkedIn content across more than 95,000 locations and 400 cities, bringing Knight Frank people together from around the world. A year after the page launch, engagements per post are ten times what they were before and followers are more engaged than for any of their main competitors. Perceptions of working at Knight Frank (or real estate generally) have also improved, achieving one of the main objectives of the campaign.