©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

Webcast on Content MKTG for Talent acquisition

11 november 2014

Tomaso GiustiMedia Solutions Consultant

tgiusti@linkedin.com

Cristina ArbiniMedia Account Manager

carbini@linkedin.com

Agenda:

• Introduction to content MKTG

• Why and how posting on LinkedIn

• 3 tips on Effective communication

• Some successful cases

4

Producing information that engages your

target audience to educate and convert.

Content Marketing

5

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?

6

Content Marketing Funnel

6

704,840Impressions

Content Marketing creates engagement, trust, and thought leadership

through relevant messaging

It attracts candidates and clients at the top of the funnel and nurtures

leads down the funnel

7

Content MKTG Goals:

Survey: Content MKTG report by Technology Marketing

8

What makes Content effective

Survey: Content MKTG report by Technology Marketing

9

Effectiveness of social Media

Survey: Content MKTG report by Technology Marketing

LinkedIn tops the list of

the most effective

social media

platforms to deliver

content and engage

audiences

Personal network Vs. Professional

1 – The Mindset Divide research study, TNS, September 2012

Top 3 types of content expected1

Spend Time

Personal Networks

Info on friends

Info on personal interests

Entertainment updates

Invest Time

Professional Networks

Career info

Info on companies

Updates on industries

1

2

3

Why and How Posting on LinkedIn

11

LinkedIn: A global pool of talent

3M+INDONESIA

2M+PHILIPPINES

1M+MALAYSIA

1M+SINGAPORE

1M+SAUDI ARABIA

18M+BRAZIL

100M+UNITED STATES

OF AMERICA

9M+CANADA

24M+INDIA

6M+AUSTRALIA

1M+NEW ZEALAND

3M+SOUTH AFRICA

1M+UNITED ARAB EMIRATES

16M+UNITED KINGDOM

8M+FRANCE

7M+ITALY

2M+BELGIUM

1M+DENMARK

3M+TURKEY

5M+NETHERLANDS

1M+SWEDEN

6M+SPAIN

313M+Members

worldwide+2 New members per second

5M+CHINA

KnowledgeBe the definitive

professional publishing

platform

NetworkConnect all of the world’s

professionals

IdentityBe the professional

profile of record

Professionals come to LinkedIn to develop their careers,

not just to find jobs

1

3

Companies Thought

Leaders

News Peers

3MM Company Pages

Company Updates

SlideShare

Groups

500+ Influencers

1.5MM Publishers

LinkedIn Today

2.1MM Groups

Connections

Members engage with

content to become more

productive and successful

LinkedIn is now the #1 digital business publisher

in the world

14

Every time you post to your followers, you’re

building and nurturing a relationship with them

15

Generate Awareness of

Company and Hiring

Build a Community of

Target Candidates

Promote News

or Upcoming Events

Establish Thought

Leadership

Build Reputation as an

Employer of Choice

Ways to build relationships

with target talent

Member News Feed

Sharing Content is easy on LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved. 16

Insert your content

Share it with your followers

Posting a Video:

©2013 LinkedIn Corporation. All Rights Reserved. 17

Target your update

©2013 LinkedIn Corporation. All Rights Reserved. 18

From Status Updates to Sponsored Updates

Your followers, fans,

members, connections will

see your content.

They may spread this further

through social amplification if

the content is relevant and

engaging.

To reach a wider audience, or

to push your message out at

scale quickly consider

advertising.

Organic

Earned

Paid

20

313M+(+2 every sec)

Sponsored Updates

reach the entire LinkedIn network

LinkedIn Member Population

Company Updates only

reach your pool of followers

With Sponsored Updates you can build the same

kind of relationships with talent outside your followers

©2012 LinkedIn Corporation. All Rights Reserved.

1) Pick great performing content

2) Use simple promotion tool to reach your audience

Sponsoring is Easy

Targeting Sponsored Updates Company Updates

Location ✔ ✔

Company Size, Industry ✔ ✔

Function, Seniority ✔ ✔

Company Name ✔

Job Title ✔

School ✔

Skills ✔

Group Membership ✔

Gender ✔

Age ✔

Negative targeting ✔

Target with accuracy using advanced filters

Build relationships on desktop, tablet and mobile

47% of LinkedIn’s

traffic is on a mobile

device

Engagement rates

can be up to 5x

higher on mobile

Detailed reporting helps you optimize and track your

success

Campaign Manager tool gives you

real time access for self serve

reporting at each campaign level:

Engagement

Follower acquisition

Performance Metrics

Delivery

Budget

25

Metrics to measure Content MKTG success

Survey: Content MKTG report by Technology Marketing

©2013 LinkedIn Corporation. All Rights Reserved. 26

Any member that has engaged with the udpate is now a potential

candidate. They can be inmailed or added to a project.

Recruiter License allows to contact directly thoughtful

interactions

3 tips on Effective communication

27

Attract the best talent by building relationships with your most important talent pools

Target EngageScaleAdvanced targeting

to reach the

talent you need

Engage and nurture

passive candidates

with relevant content

Share content outside of

followers at the scale of

the LinkedIn network

29

29

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

Content planning

30

Your target market is your

ideal candidate, so create a

profile of that person.

What is their background?

Give them a name and a

picture – make them real!

What is that person

interested in, what does

that person care about?

Be relevant, be

authentic and be

personable.

• Create videos

• Employees testimonials

• share information from

events

• write blog posts/white

paper

31

Content pyramid schemes

One white paper

3 news articles

7 blog posts

25 group

discussions

150 Tweets

Creating a content calendar

32

What can we create? (own

branded content)

What content can we share?

(external content)

Who is responsible for what

types of content?

When are certain topics more

relevant?

Who will be responsible for

following up?

LinkedIn Confidential ©2013 All Rights Reserved 33

Situation:

Client needed to register

350 people at a

recruiting event and with

only one week until the

event they were 300

people short.

Solution:

Sponsor the link via

Sponsored Content.

Client reached capacity

for their event in 4 days!

Use Sponsored Content for Event Promotion

Marriott engages experienced

hospitality workers for new hotels

Challenge:Marriott needed to attract

experienced hospitality

workers for new hotels

Solution: Used Sponsored Updates to

target hospitality industry

professionals in key areas and

raise awareness about growth

in those regions.

Result:

Gained high volume of new

followers in key regions

Boost in quality of applicants

for hard to fill jobs

Questions??