Social Media Content series produced by or generated for Financial Business intended for a B2B audience

The Challenge

Alger, a leading growth equity asset management firm headquartered in New York with over $26 billion in assets under management, approached Spark Growth with the goal of increasing brand awareness, credibility and recruiting efforts through the revitalization of its social media and content marketing program. One area of focus Alger brought up to Spark Growth was a focus on HR and DEI initiatives.

They needed an expert social media firm to develop the strategy, ongoing content, and strategic paid media programs on LinkedIn, Twitter, and Instagram, where their investment management and institutional investor audiences are active.

The Action

Within this regulated industry, we adhered to the numerous compliance limitations by keeping the focus centered on company culture. Our team needed to develop a content strategy that aligned with the firm’s areas of expertise while incorporating platform best practices.

This led to the development of the ongoing Instagram series “Why Did I Join Alger?” which emphasizes the experiences of Alger employees as well as the company’s unique body of staff.

Alger doesn’t necessarily hire people with an investing background, rather their portfolio managers come from a variety of expert backgrounds. The four-part series gives employees the opportunity to share their unique background and what excites them about working at Alger, whether it is the holistic experience, the variety of their work, or the continuous learning opportunities that the company provides. The goal was to not only humanize the brand but to give prospective employees a peak into what life at Alger looks like to drive recruiting efforts.

5340 reached
28 engaged
13 website taps CTA

17743 reached
870 engaged

4551 reached
1089 engaged

The Results

Influencer Marketing & Engagement icon, a Spark Growth service

As part of a holistic Instagram strategy, this content series contributed to the account’s cumulative reach of over 373k unique profiles between September 2022 and mid-November 2022.

website clicks icon

These posts successfully drove users to tap the website link on Alger’s Instagram profile.

impressions icon

The following two posts in each series saw high engagement rates from users not following the Alger account. This is successful, as the aim was to expand the reach of the company’s culture to those unfamiliar with or unacquainted with the company.

Social media landscape analysis icon, a Spark Growth service

As of mid-November 2022, the series has reached over 62,000 users, generated over 5000 engagements, and driven more than 30 website taps.