Using a consultant-led content approach, Charlton Morris amplify their brand to cut through the competition

The Ambition

Charlton Morris is an Executive Search recruitment firm specialising in the Medical, Life Science and Industrial sectors. Being in a competitive landscape, they needed a way to stand out as specialists and increase brand awareness in these industries.

The Approach

To prove themselves as specialists in the Medical, Life Science and Industrial sectors, Charlton Morris has created an always-on content strategy with five focus areas:

1. Create a consistent tone of voice:  A key part of their content strategy involved resetting their tone of voice in line with their vision “Searching together to find the future”. As well as creating consistency across the brand content to build trust with candidates and clients they provided guidance and examples to employees to empower them to create content.  However, they recognise that authenticity is vital for individuals to build credibility and therefore encourage them to express their personality and topics of interest in their content. 

2. Build communities:  By discussing timely topics that really matter to their target audiences, Charlton Morris’ content is encouraging conversation and helping to build digital communities within the Medical, Life Science and Industrial sectors.

3. Take a consultant-led approach:  To stand out as specialists, Charlton Morris are using their recruiters’ deep, sector-specific view of the market to create content about industry trends they’re seeing within their markets, for example, they recently created an article spotlighting why cannabis is a risk worth taking for big pharma. This helps to amplify the consultant's voice and engage with candidates and clients with useful and interesting content.

4. Involve clients and candidates in content creation:  Charlton Morris are also collaborating on content with candidates, industry leaders and clients on topics such as this video with their client Rovisys. This adds more insight and relevance to their content, which in turn helps build relationships and credibility with target audiences.

5. Targeted content distribution:  LinkedIn is the prime distribution channel Charlton Morris uses to ensure their content reaches the right audience within their three sectors. By leveraging their strong LinkedIn follower base, sponsored content and employee distribution, they are driving quality traffic and engagement to their content hub on their website.

The Results

• 5% of vacancies generated from marketing activity (increased from 0% within a 4-month period from the start of this new content approach)
• Increase in overall retained business, rising to 80%, since kicking off their content strategy
• 170K followers on LinkedIn
• 35% InMail response rate as a knock-on effect from content strategy and consultants reaching out to a warmed up talent pool