FNB Business
Working with Edge Growth, Jedi developed and ran targeted LinkedIn campaigns for FNB's SME programmes - translating programme criteria into relevant outreach and clear invitations to apply.
The programmes needed to reach businesses with particular sector, size and growth characteristics. The marketing task was to identify relevant SME decision-makers and explain why a programme mattered to their business, within a defined recruitment window. It was essential for the messaging to connect the opportunity with the SMEs operational challenges and make the next steps clear.
1️⃣ Review programme materials and align with the programme team on SME profiles, priority sectors and qualification criteria, then use these to guide LinkedIn targeting. 2️⃣ Translate programme benefits into business problems relevant to the SME. 3️⃣ Connect targeted outreach with a clear application route.
✔️ Target audience research aimed at understanding the needs of the SMEs. ✔️ LinkedIn campaigns focused on SME decision-makers clear reason to apply. ✔️ Sharp messaging connected each programme to the challenges business owners wanted to solve.
The Outcome
Our campaigns helped attract an applicant pool larger than the programmes’ intake requirements, giving the programme management team more candidates to choose from.
