Client
Fórsa
Services
Social Listening, Audience research, Creative production, SEO strategy, Targeted Advertising
Year
2022
Jarrow designs a modular, multi-sector unionisation campaign for Fórsa. Throughout 2022, Jarrow worked with Fórsa to analyse the non-unionized Irish Health and Social Care industry, culminating in the development of a digital engagement campaign to increase union membership density among Health and Social Care Professionals (HSCPs) within core industry sectors including social care workers, social workers, occupational therapists, physiotherapists, psychologists, and speech & language therapists.
– Analysed the social web presence of HSCPs to determine sector-specific and industry-wide grievances
– Designed a digital union recruitment strategy to drive engagement from HSCPs at every stage of their career, from pre-employment education through professional practice and continuing professional development to retirement
– Designed a sector-specific knowledge hub for social care workers to be launched alongside an SEO-based campaign to capture the sector’s digital information space
– Created content for a sector-specific social media union engagement campaign highlighting the benefits and protections of union membership for social care workers.
How we did it
Jarrow undertook a comprehensive consultation with Fórsa about the needs of both the union itself and the workers within the new sectors they wanted to engage with. We used the union’s existing knowledge to inform our initial social listening and audience network analysis research on each sector, resulting in tailored intervention recommendations based on high-frequency grievances voiced within specific- and cross-sector cohorts. From the insights gleaned from our research, Jarrow then developed a digital union recruitment campaign centred around the capture of the industry-related search space: an information hub that could fulfil popular and long-tail knowledge-queries on Google Search and other platforms. Focused on social care workers to start, the information hub was given a modular design such that it could be expanded to incorporate new HSCP sectors as the campaign continued. At the same time, Jarrow produced written and graphic content for a social media engagement campaign to promote the benefits of social care worker unionisation through Fórsa. This content relied heavily on psychometric profiling resulting from our initial analysis of HSCP cohorts and utilised psycholinguistic strategies to prompt audience receptivity to this messaging.
