Jörgen Sundberg and I have been exchanging Scandinavian Platitudes since he and his company "Link Humans" moved into our office space during the summer.
Jörgen places importance on communication, no more so than in social media. He drops by for the latest episode of the Kobestarr Digital Podcast to talk about all things digital marketing.
Having worked in the industry for 6 years, he’s found his niche, grabbed a few high profile clients, and discovered what really makes social media tick now that the gigantic, enthusiastic wave has broken up.
Jörgen came to London 13 years ago, having worked in recruitment for several tech companies back in his native Sweden, with the express intention of staying for one year. “I never looked back,” he says.
It took him a little while to get to social media though, considering it barely existed as we know it today. Instead, he began Undercover Recruiter. Initially a personal project and portfolio, it is now “the world’s largest recruitment blog” thanks to its informative tone, sharable content and heavy emphasis on the social side. It is a place for people to find information on job hunting, from the very basic (e.g. how to prepare for an interview) to the watercooler-esque (e.g. the 10 types of people you meet in every office).
Since 2010, he has been working with a small team in the form of Link Humans, a digital marketing agency. Originally born out of the name LinkedIn, it has since broken away from its inspiration and progressed in ways he couldn’t have imagined. Such a change has been necessary, given the progression of the media itself.
“Everyone and their dog wanted social media,” he says of the 2010-11 global craze - he doesn't believe that even now companies know properly how to use it, nor do they respect it. “Brands have ruined social,” he says. While it used to be a numbers game, and companies with 100,000s of followers could run the game, now it requires a far more nuanced approach. Companies must create content, share relevant content and market it through a matrix.
Far better, in Jörgen’s opinion, that people take the time to learn from each other. “Social media does not work in isolation.” he says, both within a company and between companies “It goes through recruiters, internal knowledge management, sales - it’s working it’s way through the system of a business”. That’s why he’s also the creator of Social Media London (or #SMLONDON for more twitter-savvy among us).
Originally a meetup group, it’s now the biggest Social Media Group in the UK and have hosted around 40-50 events and conferences. They are currently getting ready for their 3rd flagship conference, an evening of speeches followed by ping pong at Farringdon’s Bounce Bar on November 9th. (use the Promo Code "Kobi" at http://socialmedialondon.co.uk for a 50% Discount!)
With big name speakers promised, the idea is to inspire thought leadership among the 150 or so audience members.
Link Humans has matured with their clients and with social media itself. As we discuss, Facebook was borne as an organic platform but became more of a pay-to-play atmosphere for brands, something all businesses have to take into account.
Now Link Humans works with big name electronic distributors, offering B2B and (Jörgen’s speciality) recruitment help. As he puts it, “for a small company, we are spinning a lot of plates.”
NB - If you want to visit Social Media London, KSD podcast listeners get a 50% discount using the promo code "Kobi" book now via this link!
Link Humans Website http://linkhumans.com/
Link Humans on Twitter: @Linkhumans
Link Humans on Facebook: https://www.facebook.com/linkhumans
The Undercover Recruiter: http://theundercoverrecruiter.com/
Social Media London: http://socialmedialondon.co.uk (use promo code “Kobi” for a 50% discount on tickets)