Objective

Robert Half’s social media audience is broadly split into two groups: Hiring managers and job seekers.

While both audiences matter to us, our revenue comes from the hiring managers and business leaders who pay us to fill roles for them. We were overflowing with blogs, hot takes and exclusive market research for them, but had seen minimal success breaking through to this audience in our cross-platform organic content to date.

Our objective in launching Market Moves in December of 2024 was to create a dedicated place where we could talk shop with the bosses and drive value via our industry knowledge and hiring insights, without turning off our larger job-seeking audiences. Knowing that people use social media as themselves and not as their job title, we wanted to make it clever and approachable just like the rest of our content.

We did not expect it to perform especially well within the first year. We set expectations for low reach, but high engagement among an important audience. Little did we know it would be the sleeper hit of 2025 for our social team.

Strategy

We weren’t sure at first whether we should establish recurring sections or stay fluid to better integrate our seasonal research reports and business priorities. For the first issue, we settled on rewriting end-of-year manager tips from our blog with a social-friendly tone, discussing a press release about flexible work trends, and giving a quick pop culture recommendation for the first “Wicked” movie. We figured that readership would be low on the first issue and we would figure it out as we went. We chose the name “Market Moves” because it was a funny reference to a Cardi B song.

It turns out, there is no such thing as a soft launch when you have millions of LinkedIn followers. We gained 370,000 global subscribers within 2 weeks of the first edition.  

With our side project suddenly one of the most visible items in our portfolio, we quickly prioritized Market Moves and built a formal process. By the time we published the second edition in January, we had developed a brainstorming and input workflow with our Content and PR teams as well as a rotating cast of leaders and subject matter experts.

But, crucially, we kept ownership of Market Moves within the social media team. This has allowed us to reference external research, maintain a social-friendly tone, and generally track with the vibe of the audience throughout 2025.

Here’s why this is so important:

• Hiring managers have been having a tough year. By acknowledging the wild labor market, challenging conventional storylines (our most recent edition explained why AI is not the main cause of recent market turmoil), and simply talking like normal people, we have continued to show that Robert Half gets it.
• We introduced a “Job Market By The Numbers” section that explains government jobs numbers and other data in direct, often emoji-driven terms and it has turned into a mainstay. More and more job-seekers and happily employed people began subscribing and commenting, despite not being the primary audience.   
• As Market Moves continued to grow, we often found ourselves leading the way among our colleagues in developing public-facing storylines and messaging. We took advantage of this by spinning off newsletter topics into other social content, including quick text-only posts and talking head videos. This aligned with our established process of identifying core themes in Robert Half’s research and remixing them to fit on each social platform.  
• Soon, Market Moves became a powerful tool to promote our other new tactics, such as our LinkedIn Live program Robert Half Real Talk. Other teams began coming to us to promote their initiatives to our highly engaged and growing audience of potential clients. Even our recruiters started using the newsletter as a conversation piece with potential clients to cement our brand's thought leadership and expertise.   

We know we’re not the first brand to re-discover newsletters, but given our unique position in the market and on LinkedIn, we continue to be thrilled with the results.

Results

• Market Moves gained 1,018,279 subscribers over just 11 months. These are all people who actively pushed the button to see more from us.

• Our monthly article views have continued to trend upward, with our November edition currently sitting at 192,000 active views.
   
• Based on all publicly available numbers, we have already surpassed the LinkedIn newsletter one of our top industry competitors has been running for years. 
   
• Market Moves has become a powerful tool to set and reinforce themes across our public-facing channels. By establishing our core themes in Market Moves and pulling them through our talking head videos, strategic boosting and creator strategies, we’ve been able to create surround-sound campaigns at will. We’re still learning how effective this can be.  
   
• Because we focus on approachability and utility rather than CTAs and stat-dumping, there are many situations where more people are interacting with Robert Half’s exclusive research via Market Moves rather than through the source materials and landing pages. Far from “stealing” click-throughs from webpages, we reach many people who were never going to go read a PDF, but are willing to read a quick summary and find themselves interested in reading more.

Media