How to Pandemic-Proof Your Social Media Strategy

Mobile phone getting instagram likes

Want to Know How to Pandemic-Proof Your Social Media Strategy? Read on to find our top 5 tips for social marketing success in 2021.

Picture this… it is February 2020 you are catching the tube to work with your head under someone’s stinky armpit on your way to an office building with 1000 people ready to write your brands upcoming social media strategy. Little did you know, you would be sat in your bedroom turned home-office a year later having evolved that strategy beyond anything you could have ever imagined. This article summarises some of the biggest growing platforms and features, born or amplified out of lockdown that every marketer should be including in their 2021 social media marketing strategy.

Be Part of the Fastest Growing Social Media Network – Tik Tok

As of January 2021 it is reported that Tik Tok has almost a billion monthly users which is phenomenal growth for an emerging social media platform. The entertainment & escapsism appeal of the tool driven by creating 15 to 60 second videos enables consumers in lockdown to pass the time & showcase their creativity, dance moves and much more.

The Pros: It is one of the easiest and cheapest ways for your band to engage with the Gen Z generation. Moreover, the sheer scope of the tool can expose your brand to a broad range of consumers. It has an inbuilt algorithm promoting best videos & creatives so content can go viral and your brand can get broad organic reach cheaply (as long as you capture the users attention!)

The Cons:Unfortunately, right now you can’t easily link TikTok videos back to your website. This makes the consumer journey from social to your site clunky and measurement is harder to prove with organic analytics data only showing for 28 days. Also, given the young demographic of the users there are also some questions around the morality of marketing to children. That, together with a potential ban from the US government due to data sharing issues does pose some brand safety issues.

Whilst Tik Tok needs to be considered for your 2021 social media marketing strategy, there are some concerns around privacy and safety that not all brands would be comfortable with. In Aug 2020 Instagram launched Reels which has similar functionality to rival Tik Tok so if brand safety is a priority then Reels is your best strategy.

Drive Community on Facebook Using Groups & Communities

Community is King and never has that been more true than during the pandemic. Consumers are more engaged in their community and the area in closest proximity to them. This has led to rise in ‘localism’ and a push towards supporting smaller businesses.
Using Facebook features like Marketplace & Communities allows your brand to speak to consumers in a more relatable manner and to become a part of their community.

The Pros: Facebook is a relatively cheap and simple method of interacting 1:1 you’re your consumers. You can use community boards for social listening and to gain first hand insights from your Consumer. Although, Facebook may be on the decline for younger audiences, it is definitely the place to connect with your Gen X and Ageless consumers.

The Cons:The community & marketplace features may not be polished enough to be used for brands and any community engagements must be done in an authentic manner. Facebook has also been hit with multiple privacy & data issues. This has resulted in consumers losing trust in the Facebook brand.

Research is on the Rise so Make the Most of the New Guides Feature on Instagram

Your consumers have more spare time so are pre-planning purchases and researching more. You can help your consumer to discover products & services using the ‘Guides’ feature on Instagram. This new feature launched in Nov 2020 and allows you to create an editorial style ‘guide’. The guide can include multiple products & Instagram posts from your brand and also from influencers.

The Pros:Your consumer engages with new social formats as it drives their attention and clicks from your consumer. Additionally, it beats the algorithm as Instagram promotes new features. The guide can be used to build stories & education on best sellers, ingredients, product lines etc. These will help your brand to be more relevant for your consumer.

The Cons:There is no measurement built yet so you can’t measure the guides impact and success yet. For more information on how you can set up an Instagram Guide here.

Social Media Strategies Are Changing – Ensure you Have a Strong Presence & Advertising Budget on YouTube

YouTube is becoming the new Google. Your consumer is watch more videos & spending more time on YouTube due to the pandemic. They are using You Tube to search for product instead of using Google search and enjoying longer form content.

The Pros:Your content stays on the platform after posting and remains searchable by your consumers. This means, your consumers can continue to watch content and are not dictated by the algorithm as they are on their Instagram. You can use YouTube for targeted advertising & it is easy to link & embed content on your website.

The Cons:Content creation costs can be expensive. There is limited control over what may be advertised next to your content or the content you may advertise next to. This poses brand safety issues.

Cater For Consumers Need For ‘Escapism’ – Use Pinterest For Pre-Planning

With more free time and big life events like holiday and weddings on pause. Consumers are planning more than even for when they can get back to normality. Pinterest reported increased searches for dream holiday content & birthday party celebrations.

The Pros:Pins last a lifetime! Once on a consumer builds a board they rarely delete them. This means, they often revisit their boards time and time again. This gives multiple opportunities for adverts & content to be seen and shared. Content on Pinterest links with key life stage moments. This makes it easier to target consumers around key mindsets. Pinterest can also boost SEO and your rank in search engines.

The Cons:For the best results create content that is tailored for Pinterest. This ensures the content feels native to the platform. Pinterest can be expensive to automate although it can be set up without advertising spend & organic content.

Conclusion

With technology constantly evolving, keeping up to date with latest technology can feel like an uphill battle. Ensuring you have a consumer first approach and understanding the macro and micro factors impacting your consumer will ensure success. The mindset of your consumer drives their consumption and usage of social media. Optimising your strategy towards the consumer mindset will drive effective & impactful marketing decisions for your brand. No-one can predict how retail will evolve going forward, however ensuring that you are using the latest features and platforms on social media will ensure success in 2021.

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Occupational Maps for apprenticeships and T Levels

occupational maps t levels and apprenticeships

Occupational maps outline the new structure for employers to provide recognised pathways for apprenticeships and T Levels. Each occupational map shows a pathway of technical, higher technical and professional occupations that shows a progression route available to candidates. Technical occupations typically include level 2 and 3 vocational qualifications that focus on entry-level job roles. Progression is available into higher technical training programmes at level 4 and 5 which offers a natural progression within an organisation. Level 6 and 7 professional qualifications focus on providing more advanced training for job roles that provide a clear progression pathway.

The initial list of occupational maps lie within the following sectors:

  • Agriculture, environmental and animal care
  • Business and administration
  • Care services
  • Catering and hospitality
  • Construction
  • Creative and design
  • Digital
  • Education and childcare
  • Engineering and manufacturing
  • Hair and beauty
  • Health and science
  • Legal finance and accounting
  • Protective services
  • Sales marketing and procurement
  • Transport and logistics

These maps outline a clear structure on typical pathways that a candidate can take. Within the pathways typical job roles and progression routes are outlined by high-level definitions of occupations. Within each defined occupational route, an individual will be able to specialise in a chosen field. This is done by showing competency in a specific vocational qualification. Below we will look at some of the pathways and qualification routes for each of the occupational maps listed above.

Agriculture, environmental and animal care:

The pathways included as part of this occupational map are: Agriculture, Land Management and Production Pathway and Animal Care and Management Pathway.

Agriculture, Environmental and Animal Care Occupational Map

Under Agriculture, Land Management and Production, a typical technical occupation to start your career would be to work as an Agricultural Engineering Operative or Technician. This type of occupation is covered by qualifications such as the Land Based Service Engineer at level 2 or Land Based Service Engineering Technician at level 3.

To allow for progress the higher technical occupation is an Agricultural Engineering Manager. This includes the Agricultural Diagnostic Technician qualification which looks at managing local support and supply of equipment. The professional occupation is listed as an Agricultural Engineering Professional. This focuses on managing maintenance and sales of agricultural plant and equipment.

The qualifications provided to obtain this professional recognition are: Agricultural Dealership Professional; Agricultural Depot Manager; Agricultural Engineer and Mechanisation Manager. This is just one of seven pathways outlined by this occupational map. Other professions focus on forestry, conservation, landscaping and game/pest control. Each pathway provides a clear progression route. Opportunities are available to progress your career with the same or multiple employers depending on the specialism chosen.

Business and administration occupational map:

The business and administration occupational map provides two different pathways for career progression under the new occupational maps. These are the Human Resources Pathway and Management and Administration Pathway.

apprenticeship occupational maps

As an example, the Human Resources pathway would allow you to work in an entry-level position such as an HR Administrator. The next occupational outlined would be an HR Manager with further progression to an HR professional. A typical qualification route using the qualifications would be HR Support at Level 3 to HR Consultant/Partner at Level 5 to Senior People Professional at Level 7.

The same type of progression opportunity exists for the Management and Administrator pathway. The occupations are: Administrator, Business Manager and Management Professional. Depending on what route an individual takes, they could end up with a higher level qualification such as the level 7 Senior Leaders Masters Degree.

As with the agricultural occupational map, you can see that there are clear progression routes defined by each pathway. There are clear opportunities to undertake work-based training over an extended period of time to achieve higher-level qualifications. The opportunity to earn while you learn and eliminate University costs certainly makes the Business and Administration occupational map a great opportunity for those looking for a career in this field.

Care Sevices occupational map:

At present, there is just one recognised pathway for the care services occupational map. This provides two different progression opportunities.

Care Services Occupational Map

One route would allow a candidate to start an entry-level position as an Adult Care Worker and complete a technical qualification at level 2. Alternatively, they can complete the Lead adult Care Worker qualification at level 3. The next stage would involve progressing to an Adult Care Manager. An apprentice would complete a higher technical qualification such as: Counsellor, Lead Practitioner in Adult Care at level 4 or the Leader in Adult Care at level 5.

An alternate route would be to specialise in children, young people and families. The typical career progression here is from: Children, Young People and Families Worker to a Children, Young People and Families Manager with further progression to become a Care Services Professional. A suggested pathway using the technical qualifications would be: Playworker at level 2 to Children, Young People and Families Manager at level 5 to a Play Therapist at level 7.

Catering and hospitality:

This map offers two progression pathways which are quite obvious really, the Catering Pathway and the Hospitality Pathway. Presently, there are no recognised professional occupations outlined. However, both pathways still provide a clear progression route to secure full-time professional employment.

A catering candidate could start out on one of the level 2 or 3 qualifications that focus on preparing and cooking food. Some examples of these qualifications would be level 2 Baker or Commis Chef of the Pastry and Confectionery Chef or Senior Production Chef at level 3. The progression route after this to a higher technical occupation would be to a Catering Manager who completes the Senior Culinary Chef qualification at level 4.

For the Hospitality pathway, an individual would progress from a Hospitality Team Member or Supervisor to a Hospitality Manager. The technical qualifications for entry-level positions are Hospitality Team Member at Level 2 and the Hospitality Supervisor at level 3. The higher technical qualification available here is for Hospitality Manager at level 4. This looks at activities such as events management, kitchen management and housekeeping management.

Whilst the higher qualifications are capped at level 4 for catering and hospitality at present, with the Government incentive to drive further career progression opportunities through apprenticeships and T Levels, there should be no limit on how you can progress your career within each field.

Construction occupational map:

The construction occupational map includes 3 pathways as follows: Building Service Engineering Pathway; Design, Surveying and Planning Pathway; Onsite Construction Pathway. These pathways include a vast array of different technical qualifications to provide training coverage for the listed occupations.

The Building Service Engineering Pathway three different occupational routes. These are building services, facilities management, and utilities installation and maintenance. Building services includes an occupational progression from operative/technician progressing to building services engineering technician and through to an engineering professional in this field. One example of a professional qualification is the level 6 Fire Safety Engineer certification.

Under the Design, Surveying and Planning Pathway typical individuals can progress from a technician to advanced technician then become a recognised professional. Some of the higher-level professional qualifications are: level 7 architect, level 6 chartered surveyor degree and level 6 civil engineering degree, to name a few.

The Onsite Construction Pathway covers 4 different occupations. These are: Construction Operate or Supervisor, Specialist types of construction operatives, core building and construction site workers and meal and steel operatives. Currently, the highest obtainable professional qualification across this pathway is the level 6 Construction Site Management degree.

Creative and Design occupational map:

The creative and design occupational map includes the following three pathways, craft and design; cultural heritage and visitor attractions; and media broadcast and production.

Craft and design includes fields such as graphic design, textile designer, model maker and leads to potential professional qualifications such as a fashion, furniture or interior designer. Other specialist occupational focuses are heritage craftsperson leading to a heritage specialist such as a bookbinder or glass craftsperson. The precision manufacturing occupation focuses on providing career opportunities for individuals looking to specialise as a clock or watchmaker; instrument maker or repairer or spectacle maker. Additional occupational areas are also available for those looking to pursue a work-based training opportunity as a fashion or textile professional for saddles, weaving or upholstering.

The cultural heritage and visitor attractions pathway provides opportunities for those that would like to archaeology, collections and museums. Within this pathway a number of higher-level qualifications such as librarian, curator and archaeological specialist exist.

The media broadcast and production provides a wide range of technical, higher technical and professional qualifications. Types of job roles within this sector are limitless really and many different occupational paths and progression routes exist. A number of degree apprenticeship opportunities provide opportunities to undertake professional occupations. Outside of the main pathway the opportunity to gain an entry-level qualification exists through the production arts assistant technical occupation.

Apprenticeship occupational maps summary:

More occupational maps will be added to this article as time progresses but you can see the clear progression routes and clear definition that allows candidates to specialise within their chosen field.