StubHub aims to drive brand awareness among industry professionals through sponsored content on LinkedIn that positions them as an industry leader and innovator focused on putting fans first, with a unique culture. They outline content themes, how sponsored updates can build relationships by reaching targeted audiences, and provide examples of potential audiences and a content calendar for their branding campaigns.
2. Executive Summary
GOALS
Drive brand awareness among industry professionals to spread brand love
Support the company’s recruitment efforts by positioning StubHub as the industry leader and a cool place to
work
Attract Industry Professionals
CONTENT THEMES
Industry leader: In all we do, we demonstrate leadership and a deep understanding of our industry and fan, as a
well-established e-commerce business who has elevated the ticketing experience within live events.
Innovation: We build cool shit. With new CTO and an aggressive modernization journey underway, we are
reimagining the way fans experience live events.
Fan first: At our core, we put the fan first in everything we do with the ultimate goal of bringing the joy of live
events to fans all across the globe.
Unique culture: StubHub is a cool place to work and we create cool opportunities for our employees. We are fans,
passionate about live events, working for fans.
3. Sponsored Updates
BUILD RELATIONSHIPS WITH YOUR KEY TALENT GROUPS THROUGH RELEVANT CONTENT
Key benefits
ü Precisely target the audiences you need
ü Reach beyond your followers and tap into the entire LinkedIn
network of over 500 million members
ü Build relationships with talent through content
ü Reaches members on desktop, devices, mobile
How it works
ü You control campaign creative & management
ü Ad campaigns vary in length depending on the size and
availability of your target audience
ü Daily budget caps can be set on campaigns to run your
budget across a preferred duration
Measurement
ü Campaign Manager account dashboard offers reporting in
real time
ü LinkedIn to provide campaign reporting upon completion
4. Reach targeted talent with Sponsored Updates automatically when
posting content
Sponsored Updates
feature relevant
content to target talent
in their news feed on
both desktop and
mobile
When clicked, both
ads drive members to
a personalized
landing page
5. An example of how LinkedIn traditionally helps companies
tell their story
October November December January February
Identify target audiences to
influence (i.e. full stack engineers)
and begin drafting content calendar
Begin targeted campaign to develop
awareness of what ABC Company
is/does by using Recruitment Ads
Share executive leader and
employee profiles to provide
candidates a glimpse into life at ABC
Company (see content calendar
example on next slide)
Identify top priority audiences as
part of the overall workforce plan
(i.e. specialists or generalists by
location and quantities)
Utilize InMails and Sponsored
Updates campaigns to stimulate
awareness of the ABC Company
culture
Run AB testing and adjust targeting,
messaging, or posted roles as
needed by the business
Utilize storytelling elements related
to company culture (i.e. employee
engagement efforts, comp/benefits,
social impact, philanthropy, etc.)
Identify top priority requisitions as
part of the overall workforce plan
(i.e. specialists or generalists by
location and quantities)
Launch Pipeline Builder to
accelerate interest in open roles,
decrease time to hire, and improve
quality of candidates
Run AB testing and adjust targeting,
messaging, or posted roles as
needed by the business
H I R I N G E N G A G E M E N T B U I L D B R A N D R E C O G N I T I O N
E N H A N C E Y O U R S T O R Y T E L L I N G
A C C E L E R A T E Y O U R H I R I N G
B R A N D A W A R E N E S S
I N B O U N D H I R I N G
L E A D S
6. 6
A Potential Storytelling/Content Timeline for StubHub
Oct Nov Dec Jan Feb March April May June Sept May June
ExecutiveEmployeeCulture
CTO
Leadership Spotlight
Year in Review from CEO Thought Leadership
Article from Chief
Marketing Officer
Exec Profile:
Chief Operating Officer
Executive Conference
Videos
Employee Profile:
Data Scientist
Women in Technology
Employee Profile:
IOS Engineer
Employee Profile:
Senior Android Engineer
Employee Profile:
Recruiting Coordinator
Spotlight: Celebrity
sponsor
Work in Sports
Entertainment
Holiday Charity
Involvement
Employee Profile:
Engineers
7. Potential Audiences for StubHub Branding campaigns
7
Hiring Talent Brand Executive Outreach
Targeted
Locations
San Francisco Bay Area, Utah, Austin
Texas, Greater Los Angeles, New York
San Francisco Bay Area, Greater Salt Lake City
Area, Greater Boston Area, Greater Seattle
Area, Greater New York City Area
San Francisco Bay Area, Greater Boston Area,
Greater Salt Lake City Area, Greater New York
City Area, Greater Los Angeles
LinkedIn
Members
100K+ 520K+ 100k+
Sample
Audience
Product Management, Engineering,
Information Technology, Computer
Software, Internet, Information Technology
and Services, Wireless,
Telecommunications, Computer Hardware
Broadcast Media, Retail, Entertainment, Events
Services, Online Media,, Computer Software,
Internet, Telecommunications, Marketing and
Advertising, Consumer Services, Wireless,
Recreational Facilities and Services, Leisure,
Travel & Tourism, Information Technology and
Services, Public Relations and Communications
Director, VP, CXO
Internet, Information Technology
and Services, Marketing and Advertising,
Computer Software, Entertainment, Financial
Services, Retail, Events Services, Leisure, Travel &
Tourism, Telecommunications, Sports
Campaign
Allocation ~$20,000 per month
(recommended)
~$15000 per month
(recommended)
~$10,000 per month
(recommended)
Sample KPI
based on
campaign
spend
70K-120K Leads Generated
Approximate number of impressions
100K-140K
Approximate number of impressions
70K-90K
Total Recommended Media Investment: $200,000
