Valentina Akpan: Founder of Rellatech, providing administrative and operations support to executives, founders, business owners and teams. Her background combines technical support, customer success, administration and operations.
The Starting Point
Kibbi is a Canadian hiring platform. It gives associations, colleges, sector councils and community agencies their own branded job board, all on one network of employers and job seekers.
That means Kibbi talks to very different people, and one general post does not speak to any of them. The founders asked me to plan and design their social media content.
What I Did
I planned the October content by audience. Each post speaks to one group, makes one point and sends people to the page on mykibbi.ca made for them.
For associations, I made "3 signs your association job board needs an upgrade" and a 4-slide carousel showing what a partner gets on launch day: its own brand on web and app, jobs from employers already hiring, career pages job seekers can follow, and reporting for the board.
For settlement and employment services, I made a post on how their job-ready clients can get in front of employers. For P&C employers, I made a time-limited offer for Insurance Career Connections, the Insurance Institute's job site built on Kibbi, and a partner story showing how the Institute uses it.
For restaurants and young job seekers, I made "First jobs, close to home" for the Restaurants Canada youth platform. Sector councils, career colleges and employers each got a post with their own call to action, and the month ends with a founder note on Kibbi's partner launches.
I built a content calendar so every post has a date and a channel, and the founders review each one before it is scheduled.
For Kibbi's Youth Talent program, I designed a job seeker flyer as a partner template. Each school gets its own page in one Canva file, with a QR code and a tracked link, so the team can see which school each download came from.
What Went Into the Work
Posts by audience
One message and one link for each group Kibbi works with.
A carousel
Four slides on what a partner gets on day one.
A partner story
How the Insurance Institute uses Kibbi for its own job site.
A content calendar
A date and a channel for every post in the month.
School flyers
One template, with its own tracked QR code for each school.
Why It Matters
When every post is written for one audience, people can tell straight away whether it is for them.
Linking each post to its own page and each school to its own QR code shows the team which posts and schools are bringing people in.
Tools and Skills Used
Social media design, content planning, carousel design, copywriting, partner campaigns and print flyers.
Who This Is For
This case study may be useful to you if you are:
- ●A business with more than one audience that posts the same message to all of them.
- ●A team that posts when it remembers and wants a monthly plan.
- ●A business running campaigns with partners that wants to know which channel brought people in.
Need help with similar work?
Tell me who you want to reach. I can plan the posts, design them in your brand and set up links that show what is working. I also run my own Instagram, @rellatech, where I design every post, carousel and reel in one house template.
Book a free call