About the campaign
Knight Frank wanted to show the under-represented and diverse talent who helped its success, blowing away misconceptions that it might not be a diverse place to work. It set five objectives for a social media campaign: to communicate its diversity, inclusion and ESG agendas, to demonstrate employees living the Knight Frank values, to communicate the company’s purpose, to highlight diversity within the business and tackle stereotypes, and attract the best and most diverse talent.
It decided to develop a new employer brand presence across Instagram and LinkedIn, including @lifeatknightfrank – a new channel separate from the company’s corporate account. On Instagram, it produced more reels to capture the attention of users and align with the platform’s video-first approach. Posts included interactive stories and career journeys, as well as a collaborative post with the main Knight Frank social account, which meant a 12,000 reach. It built a global community of brand champions.
Between May and August on LinkedIn, the campaign attracted more than 165,000 engagements, growth in followers was more than 9,000, and there were 1.7 million impressions and 1,100 clicks through to the careers site. On Instagram, there were more than 3,700 engagements, followers increased by more than 1,000 and there were more than 615 million impressions.