GWA, an online academy that provides online training to aspiring authors and content creators had a corporate arm that delivered training and content to B2B organization. At the start of a new year, the company wanted to focus on expansion in the arena of corporate training services. Over the years, it built upon its competencies that allowed the agency to serve end-to-end Learning and Development needs of the organization. The company hired a marketing executive, Zainab to take care of digital marketing for this expansion.
After onboarding, Zainab received an assignment from company’s marketing head. With an aim to target IT organizations for providing consulting services for HR Management, she was asked to come up with ideas for organic marketing through LinkedIn so that its brand presence can be improved on the platform most popular with B2B organizations. The ideas had to be submitted within 4 days.
The marketing head said, “As fast as we can align our LinkedIn feeds to the needs of target market, faster we will get leads and increase sales”
For this, the head gave Zainab some information as follows:
- Current posts were mostly targeting content writing and book writing services and that had to change.
- Also, there were no direct marketing posts made as they have not found much success in past trials yet to create call to action and invite buyers, it has to be done even if limited.
The head asked Zainab to divide the posts as per the buyers journey in the life cycle that included awareness, consideration, intent, purchase, and renewal.
Zainab was on a tight deadline but had limited experience in the area of learning and development. She had been an insider salesperson for an interior design firm before joining GWA and her marketing experience was limited to Facebook and WhatsApp but now, she had to focus on a new platform that she was not very experienced with. She had to be creative and fast in research so that she could deliver good ideas to the head within the allotted time.
She goes to ChatGPT
I need ideas for LinkedIn posts for Learning & Development services for a training organization
At the time, she had heard any of her writer friends talk about using ChatGPT to gather content ideas so she decided to give it a try. She did not have much experience of using ChatGPT. She typed a query on the chat window as below:
Creating engaging LinkedIn posts for a training organization specializing in Learning & Development (L&D) services is crucial for attracting and engaging your target audience. Here are some ideas:
- Success Stories and Testimonials: Share stories of individuals or organizations that have benefitted from your training services. Highlight their achievements and how your training played a role in their success.
- Tips and Tricks: Post short, practical tips or advice related to L&D. This could include effective learning techniques, how to encourage continuous professional development, or ways to integrate learning into daily work.
- Industry Insights: Share insights or commentary on the latest trends in L&D. This positions your organization as a thought leader in the field.
- Interactive Polls and Questions: Engage your audience with polls or questions about their learning preferences, challenges in L&D, or opinions on industry trends.
- Behind-the-Scenes Glimpses: Give a behind-the-scenes look at your organization. This could include showcasing your team, the development of new training programs, or setting up for training events.
- Infographics and Visual Data: Share infographics or visual data that provide valuable information about L&D, such as the effectiveness of different training methods, industry statistics, or skills gap analyses.
- Upcoming Events and Webinars: Promote any upcoming training events, webinars, or workshops. Include key details and benefits of attending.
- Case Studies: Publish case studies that demonstrate how your training services have solved specific problems or met the needs of your clients.
- Educational Content: Share articles, blogs, or whitepapers written by your team that provide in-depth knowledge on L&D topics.
- Employee Spotlight: Feature your trainers or staff members, highlighting their expertise and roles in providing quality L&D services.
The ideas were good but they were not very useful as they were very generic. The system, however, she felt worked and if only she could give it better and more targeted prompts, she might find her answers. She wondered how she could do that. She decided to give a call to her friend, Pooja who she knew was a regular user of ChatGPT. Pooja suggested her to answer a set of questions when posting a requirement to ChatGPT. This would give relevant information to the system and would also make the query more organized.
The Guiding Questions
- What do you want ChatGPT to do?
To give a list of ideas on HR processes for posting on LinkedIn.
- What is the purpose of this task?
To attract the founders, owners, co-founders, CEOs, entrepreneurs, and Directors of small and medium IT enterprises in India.
- What is the outcome you are looking for?
Invite them for a one-on-one discovery call so the company can sell its consulting services.
- Who are you as the poster?
A Learning and development consulting firm called Global Writers Academy.
- How do you want your output to look?
It should include post idea, image idea, hashtags, and category of content
- What are the limitations to address?
Posts should not be random but offer something valuable.
- What are the things to take into consideration?
Posts should be about specific areas of HR processes like Competency Mapping, Job Analysis & Design, Job descriptions, Recruitment, Selection, & Onboarding, screening, Payroll, Leave, Attendance, Compliances, Benefits, Health, Safety, & Records of employee data, Performance, Appraisal, Feedback & Improvement, Employee Learning & Development, Employee Relationship Management, engagement, motivation, conflict resolution, retention, Benching, Transfers, & Exit.
The New Prompt
Based on these answers, she wrote a new prompt on ChatGPT as follows:
I am a learning and development consultant and my company brand is Global Writers Academy. I want ideas for LinkedIn posts for a month with pictures and hashtags.
My purpose is to attract the founders, owners, co-founders, CEOs, entrepreneurs, and Directors of small and medium IT enterprises in India to sell my consulting service and invite them for a one-on-one discovery call.
In this post, I want to offer something valuable for the target market from the area of Human Resource management. Each post should cater to one area of HR including Competency Mapping, Job Analysis & Design, Job descriptions, Recruitment, Selection, & Onboarding, screening, Payroll, Leave, Attendance, Compliances, Benefits, Health, Safety, & Records of employee data, Performance, Appraisal, Feedback & Improvement, Employee Learning & Development, Employee Relationship Management, engagement, motivation, conflict resolution, retention, Benching, Transfers, & Exit.
I want the output to be in the form of a table with columns for day, post idea, image or image idea or image reference, and target topic.
The New Output
The new output was far better and more targeted. Zainab was impressed.
She went to her boss and shared her ideas. The Marketing Head liked her ideas and asked her to create posts for linkedIn and also come up with relevant images. Generating ideas was easy but creating post using the same ideas would take time. Unfortunately, she was given only a week to turn up the whole set.
But can ChatGPT generate a whole new post? What about images? She picked up her mobile and gave her friend Pooja another call. To her relief, she discovered that the system could do both. Her friend told Zainab that ChatGPT interacts with you and thus, you can ask it to use the same ideas it gave you to actually do the job. Just ask for more after generating ideas.
Zainab went back to prompting and added a new prompt just below the last output.
Generate a LinkedIn post using the day 1 content from above, generate the suggested image and add it to the post with suggested hashtags. Write in a conversational and mature tone of a company founder and an expert in the area of HR digital transformation.
To her delightful surprise, the system began creating an image instantly.
And below it was a whole post she could use for LinkedIn. She liked the post but it sounded too marketing oriented. She remember that her boss had told her that marketing posts did not work much. She wondered if she asked ChatGPT to convert the post into a more professional or educational one? Can system do that? And she tried again:
Make the above post sound more like an educator and an expert in the area of competency mapping is talking. Also, include the process steps of competency mapping and one useful statistics for each process step. In the outcome, she got very specific pointers as follows:
- Identifying Key Competencies: We begin by pinpointing the specific competencies crucial for success in your IT roles. Did you know? Research indicates that correctly identified competencies improve employee engagement by up to 40%.
- Assessing Current Competencies: Through meticulous evaluation, we assess the existing skill levels of your team. Statistics reveal that companies that regularly assess competencies see a 25% higher productivity rate.
- Gap Analysis: By comparing desired and current competencies, we identify skill gaps. A crucial step, as studies show that addressing these gaps can lead to a 35% increase in operational efficiency.
- Developmental Planning: We then design tailored development plans to bridge these gaps. Organizations with effective development plans experience up to 30% higher retention rates.
- Implementation and Review: Implementing the development plans is crucial, followed by regular reviews for continuous improvement. Organizations that review and update competency frameworks see a 20% increase in overall performance.