Introduction 

Chandler Macleod and OCG were established recruitment brands serving employers and jobseekers across New Zealand and the wider APAC market. Chandler Macleod brought broad recruitment and workforce solutions capability, while OCG was known for specialist recruitment and career guidance across professional disciplines. 

Prominence was engaged to provide a light-touch social media strategy that would help both brands maintain a clear, relevant and consistent presence online. The objective was not to create a high-volume campaign, but to give the internal teams practical direction on what to communicate, who they were speaking to and how social media could support their wider recruitment activity. 

The Challenge 

Both brands operated in a crowded recruitment market and needed their social channels to do more than simply share vacancies. Their content had to speak to different audiences, including candidates, clients and prospective employees, while remaining useful, credible and aligned with each brand’s individual identity. 

The challenge was to create enough structure to improve consistency without introducing a complex or resource-heavy marketing programme. With broad service offerings and multiple audience groups, there was also a risk that content could become too general, overly job-led or inconsistent between the two brands. Success meant creating a manageable framework that made ongoing content easier to plan and more purposeful. 

Our Approach 

Social Media Strategy and Content Direction 

Prominence developed a practical social media framework shaped around the brands’ recruitment services, audiences and commercial priorities. This established clearer content themes and gave the teams a stronger sense of what each post should achieve, whether that was building trust, supporting candidate attraction, demonstrating market knowledge or keeping the brands visible to employers. 

A Balanced Mix of Candidate and Client Content 

The strategy moved beyond a vacancy-only approach by introducing a broader mix of content. Candidate-focused themes could include career guidance, job-search support and workplace insights, while employer content could demonstrate recruitment expertise, market understanding and the value of working with an experienced partner. This helped ensure the channels remained relevant to both sides of the recruitment process. 

Distinct but Consistent Brand Positioning 

Although Chandler Macleod and OCG were connected, they had different market positions and brand personalities. Prominence’s approach allowed each brand to retain its own voice while applying a consistent level of quality, clarity and purpose across content. Messaging could therefore feel recognisable to the individual audience without becoming disconnected from the wider group. 

A Light-Touch Model Designed for Internal Use 

Rather than creating an unnecessarily detailed plan, Prominence focused on a straightforward structure that internal teams could realistically maintain. Clear themes, audience considerations and content priorities reduced the pressure of starting from a blank page and made it easier to respond to live vacancies, market developments and business updates as they arose. 

The Results 

The engagement created a stronger operating foundation for social media across the two brands. The value was reflected in the clarity and consistency the strategy introduced, rather than in a single short-term campaign metric. 

• A clearer framework for planning social content around defined business and audience priorities. 
• A more balanced approach that supported candidate attraction, client engagement and brand visibility. 
• Greater consistency in how each brand communicated its expertise and value online. 
• A practical process that reduced the internal time and effort required to generate relevant content ideas. 
• A reusable foundation that could flex around vacancies, market commentary, team updates and wider recruitment campaigns. 

The Impact 

By giving Chandler Macleod and OCG a clearer social media structure, Prominence helped the teams communicate with more purpose and maintain visibility without the demands of a full-scale marketing programme. The framework supported a more joined-up brand presence while still respecting the distinct identity and audience of each business. 

Beyond the immediate content planning benefit, the work provided a scalable approach the teams could continue using as recruitment priorities changed. This made social media a more useful extension of the candidate and client experience, rather than a standalone activity driven only by the need to post. 

Key Takeaway 

Prominence helped Chandler Macleod and OCG turn social media into a more structured and manageable part of their recruitment marketing. By combining clear strategic direction with a realistic light-touch model, we created a foundation for more consistent communication, stronger audience relevance and lasting internal value.