Remote: Shareworthy social for a global leader
We helped the #RemoteWork leader strengthen its brand, expand its share-of-voice, and accelerate on social.
Background
Remote.com is a disruptive B2B company that helps businesses hire, pay and manage people remotely all over the world. When their social media team found Sculpt, Remote had already established a wonderful community, distinct brand, and impressive following. Wisely, they knew there was still massive opportunity to strengthen their association with remote hiring globally — if only they had more creative support to do it all. You can see where this is going, right?
The Kickoff
“We love moving fast”, read the brief. So the Sculpt team got to work establishing benchmarks, auditing channel performance, and creating an organic social strategy framework aimed around building trust and relationships with the leaders responsible for building a global remote workforce.
Our Approach
Sculpt leaned into proactive engagement strategies and new content pillars that aimed to connect Remote with global communities of remote professionals, including influencers, customers, and advocates.
Here’s how our team approached building their social media program:
Create a channel strategy that speak to the unique audiences and niche communities that live on each platform.
Present priority content formats and tactics that help build community, lift awareness, and generate higher levels of engagement (and qualified leads).
Identify new opportunities for Remote to extend reach to remote work advocates and cement our POV with insightful #RemoteWork viewpoints to critics.
Channel Strategy is about resource allocation — where do we keep, stop, and start? Primary efforts centered on social channels that exhibited consistent follower growth and engagement, indicating that increased investment and focus could fuel bigger results.
Additionally, Sculpt grouped these channels into three audience segments (e.g. digital nomads & remote workers, remote employers, and contractors) to guide its content strategy and effectively engage with and address the specific needs of each group.
If there's one takeaway for picking channels, it's this: Every platform should serve a primary purpose.
technical channels
Reddit, YouTube, Twitter (X), and Quora can be categorized as technical channels given the solution-seeking conversations that exist on the platforms. They’re excellent platforms to share knowledge, resources, and spark conversations with pros and peers.
trend channels
Instagram and TikTok can be categorized as Trend Channels given their emphasis on elevating human experiences. For instance, it’s the best channel for experiencing what remote work looks like from various perspectives, regions, and roles. If your team lives across the globe, it’s a perfect place for employee-led content.
business savvy channels
LinkedIn and Facebook can be categorized as Business Savvy Channels given that key decision makers and influencers spend learning time here. (Say for instance, those looking to modernize their approach with hiring.) Like technical channels, LinkedIn and Facebook could be leveraged to share expert advice, and join active conversations out in the open.
Content Strategy was built on three key content pillars that reach audiences with different needs — from finding community to leveling up their HR practices.
Play Content
Feeding a Community of Play. Opportunities that aimed to drive community engagement and conversations about global remote work. Imagine interactive formats like memes, poll and trending moments that bolster Remote’s brand presence and connection with its audience.
Practice Content
Serving their Community of Practice. Content to position Remote as an industry expert on global benefits, payroll, and employment. This includes leveraging original thought leadership, like the brilliant Parenting Policies Report. Plus net new social ideas learned through listening to the community.
Product Content
Informing their Community of Product. From engaging product demos, to repurposing the extensive bank of resources designed to educate audiences on their employer-of-record solution journey.
No social media program is complete without Community Management. When it comes to proactive comms, the comment IS the content. So we searched up and down LinkedIn each day for trending conversations about the joys and critiques of remote work — then added our two cents. Sculpt adopted Remote’s friendly and brave brand voice and applied it everywhere we found opportunity. While we responded to hundreds of different creators with differing opinions, our proactive community management efforts had the biggest impact when we showed up as an advocate for those who believe remote isn’t just a trend.
In total, those comments generated over 6800+ new engagements in the first 6 months (and untold reach).
Our proactive behavior meant Remote was well positioned to jump onto timely moments, and our audience grew to expect it. Like when a text-based meme format surfaced after the “big game” halftime show, Remote was all over it — scoring major points (679 to be exact).
Remote leaned in to their POV even when topics threatened to be controversial. When a pro-RTO tweet thread from serial entrepreneur Brett Adcock gained major traction, an opportunity emerged to double down on Remote’s stance by quote tweeting the biggest evangelist they have — their CEO — resulting in 300+ likes and more than 139,000 views.
Our Impact
At a program level: North of 78,000 new LinkedIn followers, a 36% lift in monthly average LinkedIn interactions, and more than 6,700 engagements (comments, reactions) earned from proactive replies is nothing to sneeze at.
More than metrics alone, Sculpt became the team extension Remote needed during a pivotal period of growth. That meant shared Figma boards and Slack channels, exploring wishlist ideas, and whatever our wildly talented and time-strapped head of social media collaborator needed to grow.
