{"id":2242,"date":"2026-05-28T10:08:15","date_gmt":"2026-05-28T10:08:15","guid":{"rendered":"https:\/\/ybedigital.co.za\/?page_id=2242"},"modified":"2026-06-24T16:48:29","modified_gmt":"2026-06-24T16:48:29","slug":"global-linkedin-campaign","status":"publish","type":"page","link":"https:\/\/ybedigital.co.za\/?page_id=2242","title":{"rendered":"Kyndryl: Global LinkedIn Campaign"},"content":{"rendered":"\t\t
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Centralised infrastructure, audience targeting playbooks and cross-functional collaboration drove measurable talent attraction outcomes across 30 markets.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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PERIOD<\/strong>
Aug 2025 \u2013 Mar 2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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CHANNELS<\/strong>
LinkedIn (Organic + Paid)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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MARKETS<\/strong>
30 countries<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\tAverage increase in reactions per post\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\tPosts distributed across 30 countries in one month\n\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\tIncrease in India Careers page traffic from organic social\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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A Scalable Employer Brand Engine<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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While working in the Talent Marketing function, Allan Young designed and executed a centralised, globally scalable LinkedIn campaign across 30+ countries over eight months. Through a centralised asset library, localised content playbooks and audience-specific targeting strategies, the team achieved significant improvements in both platform engagement and careers page traffic.<\/p>

The campaign provides empirical grounding for five research areas: LinkedIn-focused demand generation in talent acquisition; multi-market localisation versus global brand consistency; performance reporting as an optimisation lever; social-first employer branding through video and storytelling; and cross-functional collaboration in global campaign management.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Challenge: Scaling Brand Visibility Across Disparate Markets<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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At the outset, the client faced a common enterprise employer-branding dilemma: how to maintain a coherent global identity while delivering content that resonated with audiences in markets as culturally distinct as Japan, Brazil, Spain and the UAE.<\/p>

  • Fragmented content production with no standardised asset library or content guide<\/li>
  • Inconsistent publishing cadence across regional social leads, resulting in unpredictable traffic patterns<\/li>
  • Limited ability to isolate the performance contribution of organic social as a traffic source<\/li>
  • Absence of audience-specific messaging frameworks for priority segments \u2014 Early Career, Agentic AI specialists, and Persons with Disabilities (PwD)<\/li>
  • No formalised employee testimonial or amplification workflow to mobilise leadership voices<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Solution: Centralised Infrastructure & Audience Targeting Playbooks<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    The response was structured around two interlocking pillars: a centralised content engine capable of producing high-volume, high-quality assets; and market-specific targeting playbooks that preserved global brand consistency while enabling genuine localisation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Centralised Asset Library <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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    Campaign effectiveness depended on four coordinated functions:<\/p>

    • Recruitment Marketing:<\/strong>\u00a0strategy, content briefs, performance analysis<\/li>
    • Creative \/ Brand:<\/strong>\u00a0video editing, social tile design, visual identity compliance<\/li>
    • Regional Social Leads:<\/strong>\u00a0local translation, review, scheduling, and publishing<\/li>
    • Paid Media \/ Analytics:<\/strong>\u00a0career page tracking, UTM configuration, traffic attribution<\/li><\/ul>

      A Recruitment Amplification Guide was shared with DRS teams to drive consistent activity across the recruitment function, extending reach beyond the core marketing team.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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      Content Stream Targeting <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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      Content Stream<\/th>Target Markets \/ Segments\t<\/th>Format<\/th>\n<\/tr>\n<\/thead>\n
      Strategic Market Video Series<\/td>Global; priority: UK, UAE, Spain, India, Japan<\/td>Short-form video + amplification posts<\/td>\n<\/tr>\n
      Agentic AI Content<\/td>UK, UAE<\/td>Thought-leadership + career page link<\/td>\n<\/tr>\n
      Early Career Persona Content<\/td>Spain, Japan, US<\/td>Quote tiles, video, persona-led messaging<\/td>\n<\/tr>\n
      Native country posts<\/td>India, Japan (dedicated pages)<\/td>Country-targeted posts in local language<\/td>\n<\/tr>\n
      Leadership amplification<\/td>Global<\/td>Executive posts + Recruitment Amplification Guide<\/td>\n<\/tr>\n
      Mainframe Content<\/td>India, Global<\/td>Career page posts + paid amplification<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t
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      Cross-functional Collaboration Model <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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      Campaign effectiveness depended on four coordinated functions:<\/p>

      • Recruitment Marketing:<\/strong>\u00a0strategy, content briefs, performance analysis<\/li>
      • Creative \/ Brand:<\/strong>\u00a0video editing, social tile design, visual identity compliance<\/li>
      • Regional Social Leads:<\/strong>\u00a0local translation, review, scheduling, and publishing<\/li>
      • Paid Media \/ Analytics:<\/strong>\u00a0career page tracking, UTM configuration, traffic attribution<\/li><\/ul>

        A Recruitment Amplification Guide was shared with DRS teams to drive consistent activity across the recruitment function, extending reach beyond the core marketing team.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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        Strategic Market Campaign Launch Impact (August \u2013 September 2025)<\/strong>
        The Strategic Market Video Series launch in August 2025 produced immediate and measurable uplift across all engagement metrics:<\/p>

        • Introduction post: +110% reactions, +23% comments, +46% reposts<\/li>
        • Blog post: +105% reactions, +10% comments, +26% reposts<\/li>
        • Average post across the series: +70% reactions, +15% comments, +27% reposts<\/li><\/ul>

          By September, sustained cadence compounded these gains: +139% reactions on the introduction post, +142% on the blog post and 325 posts shared with social leads across 30 countries in a single month.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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          Native Market Performance<\/strong>
          Publishing native-language posts on dedicated India and Japan LinkedIn pages \u2014 rather than relying on geo-targeted global posts \u2014 produced the campaign’s most compelling localisation ROI evidence.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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          India native posts<\/h4>
          • Avg impressions per post | <\/span>6,600<\/span><\/li>
          • Comments vs geo-targeted | <\/span>2\u00d7 higher<\/span><\/li>
          • Reposts vs geo-targeted | <\/span>3\u00d7 higher<\/span><\/li>
          • Avg clicks per post | <\/span>135<\/span><\/li><\/ul>
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            703% increase in India Careers page traffic<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
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            Japan native posts<\/h4>
            • Avg impressions per post | <\/span>2,173<\/span><\/li>
            • Reactions vs geo-targeted | <\/span>4\u00d7 higher<\/span><\/li>
            • Reposts vs geo-targeted | <\/span>9\u00d7 higher<\/span><\/li>
            • Organic visitors (Jan 2026) | <\/span>8,677<\/span><\/li><\/ul>
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              Most consistent multi-month growth across all markets<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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              Country-level organic traffic uplift (October 2025)<\/strong>
              October represented the organic social peak, with Global Careers Page traffic running 32% above monthly average and organic social contributing a 172% increase in referrals.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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              \n\t\t\t\t\t\tGlobal Careers page from organic social\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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              SMG Video Series: sustained performance across 16 posts<\/strong>
              Across 16 posts over four months, the series delivered sustained lift rather than a short-term spike \u2014 supporting the hypothesis that consistent, quality content compounds over time:<\/p>

              • +15% reactions across the series lifetime<\/li>
              • +7% comments<\/li>
              • +8% reposts<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                Traffic mix evolution: organic vs. paid<\/strong>
                By February 2026, the traffic mix had evolved materially, with paid activity contributing a larger share. Japan’s total traffic more than doubled year-over-year \u2014 from 3,702 (January 2025) to 9,374 (February 2026) \u2014 demonstrating that the combined approach yielded results neither channel could have achieved in isolation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                Five focus areas, one campaign<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                This campaign provides empirical grounding for five intersecting practitioner and academic research frameworks.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                LinkedIn-focused demand generation in B2B talent acquisition <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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                The differential between geo-targeted and native posts \u2014 3\u00d7 and 9\u00d7 reposts for India and Japan respectively \u2014 constitutes a quantitative argument for audience specificity over broadcast reach. The Agentic AI and Mainframe content streams illustrate how skills-based segmentation improves lead quality in hard-to-fill technology roles.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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                Multi-market localisation vs. global consistency (EMEA & APAC) <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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                A tiered content model \u2014 global templates at the foundation, translated copy and regional CTAs at the surface \u2014 managed the tension directly. Spain, Japan, and Brazil data offer comparative evidence that localisation amplifies engagement without undermining brand coherence, provided centralised infrastructure is robust enough to absorb the variation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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                Campaign performance reporting in optimising B2B social funnels <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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                Monthly website performance narratives drove several material decisions: the pivot to native-page posting, the direct-scheduling policy change following November’s drop, and the introduction of combined posts for non-priority countries. Each intervention was evidence-led, with a traceable path from metric to tactic to outcome.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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                Employer branding through social-first content: video and storytelling <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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                The Strategic Market Video Series \u2014 featuring employee stories from Sandra, Aman, Angie, and others \u2014 generated the campaign’s highest single-post engagement uplifts. This is consistent with narrative transport theory: first-person employee stories produce stronger parasocial identification than brand-led posts, increasing both reach and talent consideration.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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                Cross-functional collaboration in global campaign execution <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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                The Recruitment Amplification Guide, Employee Testimonial Collection Form, and SMG Amplification Plan as shared artefacts reduced coordination costs and enabled non-marketing stakeholders (including the DRS Recruitment Team) to participate in amplification without bespoke creative support \u2014 supporting the case that formalised collaboration frameworks improve both output quality and scalability.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                Six Strategic Implications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                Publishing volume is a primary traffic lever<\/strong>
                The November experiment demonstrates that even a brief reduction in post frequency produces measurable traffic decline within weeks. Consistent cadence must be treated as a strategic commitment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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                Native pages outperform geo-targeting on depth metrics<\/strong>
                Reposts and comments \u2014 the signals most predictive of organic reach amplification \u2014 were 3\u20139\u00d7 higher on native posts than geo-targeted equivalents.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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                Video storytelling compounds over time<\/strong>
                The SMG Video Series delivered +15% reactions across 16 posts over four months. Single-campaign video launches underperform the returns achievable through serialised content investment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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                Centralised infrastructure enables localisation at scale<\/strong>
                The ability to deliver 325 posts across 30 countries in one month was only possible because the asset library, guides, and frameworks were already in place. Infrastructure investment precedes localisation at scale.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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                Paid and organic are most effective as complements<\/strong>
                Japan’s doubling of total traffic year-over-year was achieved through simultaneous organic investment and paid scaling. Neither channel alone could have achieved the same result.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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                Direct scheduling removes the weakest link<\/strong>
                The decision to schedule posts directly into the social planner \u2014 bypassing manual publishing dependency \u2014 was the single process change most directly correlated with traffic recovery in December.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                A Replicable Model For Enterprise Talent Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                This Global LinkedIn\u00a0 Campaign Talent Marketing Campaign provides a documented, multi-market case study of how centralised asset infrastructure, audience-specific targeting, and cross-functional collaboration can transform employer brand visibility and talent acquisition at enterprise scale.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                Over eight months, the campaign achieved measurable improvements across engagement, organic traffic and talent page performance \u2014 while generating the playbooks, guides and workflows needed to sustain and scale those results into 2026 and beyond.<\/p>

                The campaign’s evidence base \u2014 drawn from real publishing data, traffic analytics, and market-level performance breakdowns \u2014 makes it a substantive reference point for practitioners and researchers working across all five identified research areas.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                Centralised infrastructure, audience targeting playbooks and cross-functional collaboration drove measurable talent attraction outcomes […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2242","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=\/wp\/v2\/pages\/2242","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2242"}],"version-history":[{"count":0,"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=\/wp\/v2\/pages\/2242\/revisions"}],"wp:attachment":[{"href":"https:\/\/ybedigital.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2242"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}