CareerArc has several tools for planning and posting employer brand content like events, employee spotlights, awards, and holiday call-outs. This article will explain the differences between the tools and the best use case for each, so you can make a game plan on how to post your content.

Before getting started, it’s important to know that you can set up your employer brand content two different ways:

1) As part of a campaign, which is a group of related posts. Like jobs campaigns, employer brand campaigns publish based on the individual profile schedules you attach to them. This gives the people/profiles attached to that campaign the ability to opt in or out on a timeline that suits them.

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2) As individual posts that publish on exactly the date, time, and profile(s) you choose. These are called standalone posts because they are untethered to a campaign.

 

Click one of the links below to jump to that section of this article. Each section will give you an overview of the tool with more explanation to follow. If you have any questions at all, please contact our support team and they will be happy to help you out!

STANDALONE POSTS

✅ User level: All
✅ Best use: Highly curated content
✅ Post creation: Manual
✅ Posting cadence: Manual - choose an exact date/time/profile
✅ Supported media: Images, .MOV or .MP4 video files, or GIFs (animated on LinkedIn and Twitter/X only)

Standalone posts are manually created one-time posts that go out on exactly the date, time, and profile(s) of your choice. This makes them perfect for content like holidays, announcements, and anything that’s date-specific (#NursesDay). Videos, GIFs, and still images can be used in standalone posts. 

Standalone posts are created through the New post pen at the bottom left of your homepage or under Library > Posts. Our system files standalone posts into EB Categories for quick reference later on, but they are not part of a series/campaign - hence their name, “Standalone.”

Once you've created and scheduled a standalone post, you can view it under Library > Posts > Standalone posts or by filtering by standalone posts in the calendar.

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STANDARD POSTS in an EB campaign

✅ User level: Intermediate + power users
✅ Best use: Semi-curated content
✅ Post creation: Manual
✅ Posting cadence: Automated - based on individual schedules
✅ Supported media: Images, .MOV or .MP4 video files, or GIFs (animated on LinkedIn and Twitter/X only)

Standard posts are manually created posts that you put into an EB campaign, which groups them together. Any person/profile can opt into publishing from your EB campaigns by adding a posting Schedule, which automatically tells the campaign which page and when to publish its posts. Each Standard post will go out one time per Schedule and in the sequence it was created within the campaign. Videos, GIFs, and still images can be used in standard posts.

Once a profile Schedule has “used up” all the available Standard posts in a campaign, it will stop publishing until you add more Standard posts or set up magic EB posts. If you want Standard posts to start publishing from the beginning of their sequence again, simply add a fresh Schedule. Need to stop posts for a time? Just hit “Pause.” Posts can also be copied for easy duplication.

You can build out Standard posts in three places:

  1. In the EB Campaigns area of the dashboard, by going to Summary > Manage standard posts
  2. Via the New post pen at the bottom left corner of your homepage
  3. Under Library > Posts > Add post (top right) 

Because of the automated posting cadence, EB campaigns are a fantastic solution for Intermediate and Power Users who have lots of non-date-specific content – and lots of profiles to post it on. Any posts that are outdated can be Archived or Deleted so only the right material stays queued up to distribute.

 

MAGIC EB POSTS in an EB campaign

✅ User level: Intermediate + power users
✅ Best use: Minimally-curated, high-volume content
✅ Post creation: Automated
✅ Posting cadence: Automated - based on individual schedules
✅ Supported media: Images, .MOV or .MP4 video files, and GIFs (animated on LinkedIn and Twitter/X only)

In addition to Standard posts, our EB Campaign tool lets you turn on Magic posts, which are posts that our system generates by randomly pairing a qualifying media asset to a Magic EB text template and one magic hashtag. The way to choose which media, templates, and hashtags are included is by tagging them to the corresponding EB Category in your Asset library, similar to magic jobs campaigns. 

Once Magic posts are enabled in an EB campaign, they’ll distribute according to that campaign’s Schedules as second priority to Standard posts. This means that Magic EB posts will only go out when there are zero Standard posts in a campaign OR when a Schedule has “used up” all the available Standard posts. 

Magic posts offer phenomenal time savings when you want post volume. Get creative with them for things like fundraising events, hiring fairs, sharing the job map, culture messaging, general career-site links, and more. Note on media: video links and other links will not auto-combine for Magic EB posts.

Word of caution: Twitter/X is sensitive to post repetition. To keep your account from being restricted, our recommended best practice is to tag at least 5 different Magic EB text templates and 5 different images to your EB category/campaign. This will ensure there’s lots of variety between your posts!

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