To expand their reach and educate the market on financial topics, Amundi developed a content strategy around financial and economic analysis, and providing the keys to a better understanding of the current financial environment. By posting regular company updates, press articles and educational materials, their content positioned them as thought-leaders in finance while also engaging the non-financial segment.

To expand relevancy, Amundi created four LinkedIn Career Pages: two in English and two in French. These pages were then further segmented, with one in each language targeted at a younger demographic. “LinkedIn is the only social network where you can target people in specific countries and demographics, so for us it is a huge advantage, because we can share much more qualified information than on other social networks” says Sarah Lauprete, from the Digital Communication department. With different pages, Amundi could cater both to future graduates and the more senior finance talent. This proved to be a powerful example of employer brand and consumer brand alignment, to the simultaneous benefit of both.