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#intalent
Boosting YourTalent BrandThrough Content
5 Steps to Boosting Your Talent Brand Through Content 2
introductions
5 Steps to Boosting Your Talent Brand Through Content 3
agenda1. Welcome and Introductions
2. What is Content Marketing and Why is it important?
3. 5 Steps to Boosting your Talent Brand through Content Marketing
4. Content Case Study: Chani Kohn, Anne Inc.
5. Questions & Discussion
Who here is the…
Most Popular
Most Endorsed
Earliest Adopter
Most Connected
JaniceTee
VictorLoo
KathleenTeixeira
SunnyRamljak
5,000Estimated number of ad messages a person living in a city sees today
(according to Yankelovich, market research firm)
500,000,000# of Tweets sent per day
29.5Hours of online video watched
per person per month in Canada(compared to 20.6 in USA)
* The Canada Digital Future in Focus 2014 report
Content is being created, consumed and shared at a speed and scale never seen before
NewsCred, 2014
5 Steps to Boosting Your Talent Brand Through Content 9
What is Content Marketing?
Content marketing is a marketing technique that involves creating and sharing valuable and relevant content in order to drive profitable customer action(or in our case, to acquire employees!)
5 Steps to Boosting Your Talent Brand Through Content 10
Refresher: What is Talent Brand?
Talent Brand is the highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about your company as a place to work.
GREAT CONTENT TELLS A STORY...
…a , transparent story of what it’s like to work at your company.
relevant
5 Steps to Boosting Your Talent Brand Through ContentContent Marketing Guide for Talent Acquisition Professionals
5 Steps to Boosting Your Talent Brand Through Content 13
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 14
Step 1: PlanDefine your audience and build a content calendar
5 Steps to Boosting Your Talent Brand Through Content 14
5 Steps to Boosting Your Talent Brand Through Content 15
Start by thinking about “who” you are trying to attract and engage with your content
5 Steps to Boosting Your Talent Brand Through Content 16
Define your content audience(s)
Persona Professional Personal BehavioralProfessional Value Prop
Mary Marketer
TitleSeniorityExperienceSkillEducation
AgeGenderInterestsLifestyle
What motivates themHow do they make decisions, spend their time
CompensationWork/Life BalanceInternal MobilityChallenging Work
Sarah Student
Evan Engineer
Characteristics
5 Steps to Boosting Your Talent Brand Through Content 17
Next, you need to get yourself organized
5 Steps to Boosting Your Talent Brand Through Content 18
Developing a content planDeveloping 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, Twitter
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 19
Step 2: Develop your contentCurating and Creating
5 Steps to Boosting Your Talent Brand Through Content 19
5 Steps to Boosting Your Talent Brand Through Content 20
Curating versus creating contentStart by curating content from other sources – internal and external
5 Steps to Boosting Your Talent Brand Through Content 21
Where to find great content?
5 Steps to Boosting Your Talent Brand Through Content 22
At some point, it’ll be time for you to
your very own original content
5 Steps to Boosting Your Talent Brand Through Content 23
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 24
ImagesA 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 25
PresentationsNo design resources, no problem. Presentations are an easy way to showcase employee testimonials or your company culture.
Achievers’ “Top 10 Reasons to Join Achievers” deck is a great example of leveraging images and color to promote culture: they created a presentation, posted it on SlideShare and then featured it on their LinkedIn Career Page.
Four Seasons’ deck shows images of employees in action, a visual of what it’s like to be in role. Also posted to SlideShare and featured on the LinkedIn Career Page.
5 Steps to Boosting Your Talent Brand Through Content 26
InfographicsShowcase interesting data or stats visually through infographics.
Salesforce.com and AIMIA use infographics to promote their company culture and products
5 Steps to Boosting Your Talent Brand Through Content 27
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 28
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 29
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.
5 Steps to Boosting Your Talent Brand Through Content 30
The perfect content mix
Thought leadership/industry news40%
Talent brand25%
Just for fun5%
Company/product news20%
Event promotion10%
5 Steps to Boosting Your Talent Brand Through Content 31
Step 3: Share your contentWhere, when and how to publish
5 Steps to Boosting Your Talent Brand Through Content 31
5 Steps to Boosting Your Talent Brand Through Content 32
5 tips for sharing content on social sites
Post at peak activity times
Post frequently
Lead with a catchy first line
Be responsive
Reciprocate
5 Steps to Boosting Your Talent Brand Through Content 33
When, where and how often to post
Platform Peak activity Suggested frequency
7-9am
5-6pm
Start with 2-3 times/week. Work up to once per day.
6-8am
1-4pm
Start with 2-3 times/week.Work up to once per day.
1-3pm 2-5 times per day.
Tue and Wed, 24hrs/day
2-3 a month.
5 Steps to Boosting Your Talent Brand Through Content 34
When, where and how often to post
Platform Peak activity Suggested frequency
12-1pm 2 a month or more if you have the resources.
2-4pm
8pm-1am
A few times a week.
Daytime 2-3 times a week.
9-11am A few times a week to once a day.
5 Steps to Boosting Your Talent Brand Through Content 35
Step 4: AmplifyHow to increase engagement with your content
5 Steps to Boosting Your Talent Brand Through Content 35
5 Steps to Boosting Your Talent Brand Through Content 36
Amplify your message through your employees
5 Steps to Boosting Your Talent Brand Through Content 37
Inform them about your talent branding efforts and how they play a key role in helping attract great talent.
Ask your employees to share
Ask them to follow your company pages on LinkedIn, Facebook and other social networks.
Encourage them to like, share and comment on the content you post. Send them pre-scripted status updates so it’s easy for them to share.
Promote any relevant content they are already creating themselves.
Identify brand champions – recognize that not everyone will be as enthusiastic as you.
Get leadership buy-in and get executives to promote your content. Make sure they lead by example.
5 Steps to Boosting Your Talent Brand Through Content 38
300M+(+2 every sec)
SPONSORED UPDATES REACH THE ENTIRE LINKEDIN NETWORK
COMPANY UPDATES ONLY REACH YOUR POOL OF FOLLOWERS
Sponsor your best content to extend reach
5 Steps to Boosting Your Talent Brand Through Content 39
Intel appeals to Android developers on LinkedIn
5 Steps to Boosting Your Talent Brand Through Content 40
Step 5: Measure and adjustHow to know if your content marketing is working
5 Steps to Boosting Your Talent Brand Through Content 40
5 Steps to Boosting Your Talent Brand Through Content 41
Key Metrics
Impressions: number of times this update was seen
Clicks: number of times a member clicked on the update
Interactions: of likes, shares or comments received on this update
Engagement: interactions divided by impressions
To Know: Average online engagement is between 0.3% - 0.8%.
How to know if your content is working
5 Steps to Boosting Your Talent Brand Through Content 42
Experiment & Get Creative
156% CTRlift
5 Steps to Boosting Your Talent Brand Through Content 43
Experiment & Get Creative
Test call to actions: Always have a clear call to action
Test thumbnail images: Choose compelling, attention grabbing images (colorful, includes recognizable leaders)
Test your tone: Tap into an emotion, use humor. What resonates with your audience?
5 Steps to Boosting Your Talent Brand Through Content 44
In Conclusion
Embrace Content Marketing as a strategic way to attract talent
It’s an ongoing process – try, learn, iterate, optimize
Be creative, authentic and have fun!
Chani KohnHR Communications Specialist
ANN INC.
A Content Case Study
5 Steps to Boosting Your Talent Brand Through Content 46
What have you learned?
What take-aways do you have?
What will you do differently today?
5 Steps to Boosting Your Talent Brand Through Content 46
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