Post on 28-Nov-2014
description
The Power of Media and Content
Part I of Content Marketing Social Recruiting series for enterprises
in the Benelux region with Marlene de Koning
Marlene de Koning
• Employer Brand Specialist @IBM
• Employer Brand campaign management @agency
• At LinkedIn I help talent acquisition managers and
employer brand specialists with their teams to get the
most out of LinkedIn in reaching their business goals
ABC - (Always be connecting)
The Power of Media and Content
• Introduction to content marketing
• Audience segmentation
• Steps in Content Marketing
– Step 1: Plan
– Step 2: Develop
• Q&A
An introduction to content marketing
4
Build Recruit
1 3
Build your brand,
your platform
and talent pools
Generate leads
and hire staff
Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you,
buy from you
or work for you
Pick up leads,
make placement
and hire staff
#STAFFING #HIRETOWIN 7
Producing information that engages your
target audience to educate and convert.
Content Marketing
#STAFFING #HIRETOWIN 8
Success in marketing today is not based solely on
quantity; quality of engagement is essential.
Content makes people aware of your business –
this is the first step towards getting anyone to apply.
Why use content?
#STAFFING #HIRETOWIN 9
“We thought to ourselves what a dream it would be if our ideal
candidates would just call us instead…”
Step 1: Plan
Step 2: Develop your content
Step 3: Share your content
Step 4: Amplify
Step 5: Measure and adjust
5 Steps to Boosting Your Talent Brand Through Content 11
Poll
Wie is er binnen jullie organisatie verantwoordelijk voor content marketing op
employer brand gebied?
• Wij doen nog niet aan content marketing voor employer branding
• Human Resources afdeling
• Recruitment afdeling
• Marketing & Communicatie
• Arbeidsmarkcommunicatie
• Public Relations
• Gezamelijk HR en Marketing
• Gezamelijk HR, Marketing & PR
5 Steps to Boosting Your Talent Brand Through Content 12
Step 1: Plan Define your audience and build a content calendar
5 Steps to Boosting Your Talent Brand Through Content 13
Why segmentation matters
68% of members want to see
relevant and insightful content.
B2B companies that blog
related to their industry
generate 67% more leads per
month than those who do not
blog.
58% of consumers trust
relevant editorial content.
78% of chief marketing officers
think targeted custom content
is the future of marketing.
#STAFFING #HIRETOWIN 14
14
Make sense of the mass
Clients Candidates
Existing
Clients
New
Clients
JAVA
developer
.Net
Developers
Technical
candidates
Non-technical
candidates
Benelux
professionals
APAC
professionals
5 Steps to Boosting Your Talent Brand Through Content 15
How to segment your audience
Industry – Public Sector, Oil and Gas, IT,
Marketing
Functional split – IT, Engineering, Marketing, Sales,
Finance
Skills split – JAVA, Qualified Accountant, B2B
Marketing, Management
Geographical split – Local, National, International
Thematic split / interest split – Sport, Entertainment, Industry
Insight, Events
5 Steps to Boosting Your Talent Brand Through Content 16
Content planning
Your target market is your
ideal candidate, so create a
profile of that person.
What is their background?
What defines them?
Where are they online?
Give them a name and a
picture – make them real!
Figure out what will
capture their attention.
What is that person
interested in, what does
that person care about,
what else are they doing
online?
Position your business
as an expert, authority
and place to go for any
information or
guidance in their space.
Be relevant, be
authentic and be
personable.
Create videos, interview
your people or industry
experts, share information
from events, write blog
posts and e-books on the
state of jobs in your industry,
create salary surveys.
Put this content in the right
places.
5 Steps to Boosting Your Talent Brand Through Content 17
Developing a content plan Developing an editorial plan is key.
Monday Tuesday Wednesday Thursday Friday
Status
Update
We couldn’t be
more excited to
announce this...
(insert APAC
bit.ly)
HOT JOB: Do you
love to be
challenged by your
amazing peers and
clients every day?
Look no further for
the perfect career
move!
Developing apps
without being able
to test changes to
your code in real
time is painful.
Check out these tips
on how to alleviate
the pain: link
Calling all Stanford
techies…We will be
on your campus
next week -- let’s
talk about summer
internships. Click
this CheckIn link to
pre-register.
Friday fun: insert
image of team lunch
OR any catchy
image found online
OR interesting fun
fact.
Content
Type
Press release Job post link Blog post Event registration Image
Target
Audience
Marketers UX designers Engineers Students Everybody
Publish
Where
LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook,
LinkedIn, Facebook,
Instagram, Pinterest
Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun
5 Steps to Boosting Your Talent Brand Through Content 18
Step 2: Develop your content Curating and Creating
5 Steps to Boosting Your Talent Brand Through Content 18
5 Steps to Boosting Your Talent Brand Through Content 19
Talent Landscape
0% 50% 100%
Active Passive
5 Steps to Boosting Your Talent Brand Through Content 20
0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive
5 Steps to Boosting Your Talent Brand Through Content 21
Build – before we start to write…
5 Steps to Boosting Your Talent Brand Through Content 22
Company Pages – Targeted Status Updates
5 Steps to Boosting Your Talent Brand Through Content 23
Understand your Followers
5 Steps to Boosting Your Talent Brand Through Content 24
78%
71%
68%
More likely to respond to Inmail
Interested in new jobs
News & insights
Why do Followers count?
5 Steps to Boosting Your Talent Brand Through Content 25
Engage – starting the conversation…
5 Steps to Boosting Your Talent Brand Through Content 26
Corporate Branding Content
PR
Awards
Corporate Blog
Earnings
Community Efforts
Job Postings
The Norm
Powerful Talent Brand
Content
Thought Leadership
Humor
Video and Photos
Employee Testimonials
Department/
Individual Blogs
Pop Culture
Best in Class on LinkedIn
5 Steps to Boosting Your Talent Brand Through Content 27
Where to find great content?
5 Steps to Boosting Your Talent Brand Through Content 28
When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action
5 Steps to Boosting Your Talent Brand Through Content 29
Content is up to 3x more engaging on mobile
Tip: Keep in mind candidates are increasingly accessing your content on mobile
devices. Use images, short-form video and short text updates to get the most traction.
5 Steps to Boosting Your Talent Brand Through Content 30
Presentations No design resources, no problem. Presentations are an easy way to showcase
employee testimonials or your company culture.
ECN Internships ECN highlights internships and you could do this also
with employee testimonials for example. ECN created a
presentation, posted it on SlideShare and then featured
it on their LinkedIn Career Pages.
Fab.com’s “culture deck” Fab.com “The Fab Way” outlines Fab.com’s
history and values.
5 Steps to Boosting Your Talent Brand Through Content 31
Infographics Showcase interesting data or stats visually through infographics.
Salesforce.com
and Atlassian
use infographics
to promote their
company culture
and products
5 Steps to Boosting Your Talent Brand Through Content 32
Images A picture’s worth a thousand words, so sharing images that capture your company spirit
and values is a great way to showcase your talent brand.
Companies use
colorful images
to increase
engagement
with their
content
Tip: Posts with images generate 98% higher comment rate than posts without.
5 Steps to Boosting Your Talent Brand Through Content 33
Images A picture’s worth a thousand words, so sharing images that capture your company
spirit and values is a great way to showcase your talent brand.
5 Steps to Boosting Your Talent Brand Through Content 34 5 Steps to Boosting your Talent Brand Through Content 34
Rapid7 This low-budget drug commercial parody/talent
brand video is a great example. Certainly not a fit for
everyone, but for the kind of people Rapid7 wants to
attract, it hits the mark.
Heineken Heineken created an engaging video to show how to
filter and select between and discover the quality
within the quantity of applicants. It really shows the
kind of people Heineken is looking for.
Videos There’s nothing better than video to tell a story about your company and or showcase
“a day in the life” of your employees.
Tip: Links to YouTube videos can play directly in your social media feed and
generate 75% higher share rate.
5 Steps to Boosting Your Talent Brand Through Content 35
Company Blogs Blogs enable you to go more in depth around topics important to your company
and employees.
5 Steps to Boosting Your Talent Brand Through Content 36
Function Specific Blogs Blogs enable you to go more in depth around topics important to your company
and employees.
Zendesk focuses
on Engineering tips
and tricks to gain
followers and
increase
engagement
5 Steps to Boosting Your Talent Brand Through Content 37
Employee-generated content There are no more impactful brand ambassadors for your company than your
employees. Encourage them to tell their stories through original content posts.
Tip: Share themes and ideas with your employees, make it a contest and honor
the winners.
#STAFFING #HIRETOWIN
38
Content pyramid schemes
One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets
5 Steps to Boosting Your Talent Brand Through Content 39
Step 1: Plan
Step 2: Develop your content
Step 3: Share your content
Step 4: Amplify
Step 5: Measure and adjust
Thank you! Please join us next time …
40
Content Marketing Webinar – Part II Step 3,4 & 5 on October 7th
Talent Connect
Largest LinkedIn event for enterprises in EMEA
Based in central London for recruitment managers through to directors.
Leading industry speakers.
12th & 13th of November - save the dates.
Always be connecting: LinkedIn