Content Marketing Webinar Benelux September 2014 step1 & 2

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)

LinkedIn

Twitter

http://nl.linkedin.com/in/marlenedekoning

http://twitter.com/marlene_dkoning

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


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?


“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


Step 1: Plan Define your audience and build a content calendar


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.


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


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

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.


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,

Twitter

LinkedIn, Facebook,

Instagram, Pinterest

Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun


Step 2: Develop your content Curating and Creating



Talent Landscape

0% 50% 100%

Active Passive


0% 20% 40% 60% 80% 100%

Active

The content you produce should match the market

Passive


Build – before we start to write…


Company Pages – Targeted Status Updates


Understand your Followers


78%

71%

68%

More likely to respond to Inmail

Interested in new jobs

News & insights

Why do Followers count?


Engage – starting the conversation…


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


Where to find great content?


When creating great content keep these tips in mind

Be conversational

Keep it short

Be visual

Offer snackable tips

Include a call to action


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.


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.


Infographics Showcase interesting data or stats visually through infographics.

Salesforce.com

and Atlassian

use infographics

to promote their

company culture

and products


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.


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.

http://www.youtube.com/watch?v=do9OeuIuBCQ

https://www.linkedin.com/company/heineken/careers?trk=top_nav_careers


Company Blogs Blogs enable you to go more in depth around topics important to your company

and employees.


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


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


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

Twitter

http://nl.linkedin.com/in/marlenedekoning

http://twitter.com/marlene_dkoning

http://business.linkedin.com/events/talent-connect/emea.html

Content Marketing Webinar Benelux September 2014 step1 & 2

Marketing

Transcript of Content Marketing Webinar Benelux September 2014 step1 & 2