How to establish your brokerage as a thought leader on social media

by Andrew Storrier August 17, 2015


As the competition for talent heats up online, brokerage firms can take simple steps to become an obvious destination for potential employees.

Social media is fast becoming one of the most competitive arenas for hiring new talent. A key challenge for many organisations is grabbing the attention of high performers looking for new opportunities. One strategy companies can use to gain cut-through on social media is to position themselves as thought leaders. This involves careful attention to content.

Know your audience

Without an audience, your content has no direction. Understanding those who read, watch or listen to your content will help you to provide them with maximum value and increase engagement levels.

LinkedIn Groups, for example, provides a statistics dashboard, which gives you a snapshot of the group’s demographics, activity and growth over a period of time, while social media software, such as Sprout Social, can be used to further break down social media audiences.

Compile your research to inform your decision about which audience you should target and focus on a segment that current content doesn’t already target. Remember to ask yourself three key questions when defining your target audience:

  • Who is your ideal client?
  • Who will benefit from your products and services?
  • Who will benefit from your brand?

Plan, produce, amplify, measure

Armed with information about your target audience you can develop a clear content marketing strategy. Make sure it can answer questions such as:

  • What will your content calendar look like and who will manage it?
  • How often will you post new content?
  • What will be the main theme of your content?
  • What kind of content does your audience prefer? Video, blogs, podcasts?
  • Which device/s does your audience use to view content?

Once you have a clear picture of your content strategy you can put it into action and start producing content. Then, you can get to work amplifying the content through social media. Invite your targeted audience to follow your brand, engage with your content and ask them to share it if they find it relevant. You may need to invest in some social media management tools, such as Hootsuite, to manage multiple platforms.

Make sure you also consistently analyse the performance of your content with tools such as Google Analytics. This way you can figure out what’s working, which platforms your traffic is coming from and why people stay on your website. This will help your content to consistently improve, and will indicate the social media platforms your content is performing best on and which you should therefore be investing more time and money in.

Keep your point of difference up-to-date

Chances are there are already multiple competitors and publishers producing content on similar topics that are relevant to your industry, so you’ll need something different to stand out from the crowd.

Here are some questions to keep in mind when developing a style or voice for your audience:

  • Who are you?
  • What does your brand stand for?
  • What is your brand’s personality, message and mission?
  • Is your voice serious, lighthearted, humorous?

Remember to adjust your point of difference to suit the needs of your audience and the platform you are promoting your content on. Stay in touch with prominent industry figures, groups and news sources, and use them to consistently refine your voice so that it evolves with your audience.

Knowing who you’re speaking to and what appeals to them will put you on the path to thought leadership, but always refine your content strategy to address the ever-changing needs of professionals.

Having an audience that actively engages with your content on social media will also reassure potential employees that your business is growing and that it knows and cares about its clients.

Together, these activities will give you the best chance of attracting precisely the right kind of employees for your business.

To learn more about how you can leverage your business using social media, please contact us.

Andrew Storrier

Andrew Storrier Linked in

Andrew Storrier is a writer with experience across several fields, including business, technology, HR and consumer electronics. He works out of Sydney, and in his free time he practises slam-dunking basketballs.

PLAN Australia has compiled the above articles for your information and to use as a general reference. Whilst all reasonable care has been taken by PLAN Australia in compiling this information, given the information has been sourced from third parties external to PLAN Australia, PLAN Australia cannot be certain that the information, recommendations or opinions (“information”) are accurate, or complete, nor should a mention of any business or website be taken as a recommendation or endorsement of that business.


This website may contain links to websites controlled or offered by third parties. These links are provided for your information only; by providing a link, PLAN Australia is not endorsing or recommending the products, services or the information contained on those sites and PLAN Australia will not be liable for any products and services offered (or their failure) or any information published on these third party websites.