The right content strategy to attract the right talent

The Right Content Strategy to Attract the Right Talent

©2014 LinkedIn Corporation. All Rights Reserved.

Margie Kwan

Solutions Consultant Brand & Communications , APAC

TALENT SOLUTIONS ©2012 LinkedIn Corporation. All Rights Reserved.

Agenda

1. Branding for influence to

drive quality hires

2. Influencing with content

marketing

3. Developing your content

strategy

4. Content hints and tips

5. Client case study

TALENT SOLUTIONS

Our customers’ talent needs are constantly diversifying

Business model

changing…need

different capability

We need to build a more diverse

workforce

We’ve defined our EVP,

but talent still doesn’t

understand us.

We need to source talent from

overseas

Strong consumer brand

but misconceptions

about us as an employer

Quality

of Hire

TALENT SOLUTIONS

Increase quality of hire by branding for influence

©2014LinkedIn Corporation. All Rights Reserved. 4

Source: Corporate Executive Board

Quality applications 54%

Quality shortlist 22%

Quality hires 9%

TALENT SOLUTIONS LinkedIn Confidential ©2013 All Rights Reserved 5

The world’s best Talent Acquisition professionals and Marketers think the same

TALENT SOLUTIONS

Influence talent at all stages of the decision cycle

6

Awareness

Consideration

Preference

Conversion

Advocacy

60% of the decision is

made before contact

with a sales person

Social media has made

this easy than ever

before

Influencing with content marketing

©2012 LinkedIn Corporation. All Rights Reserved. 7

INFLUENCING THROUGH…..

TALENT SOLUTIONS 8

Producing information that engages your target

audience to educate and convert.

Content Marketing

TALENT SOLUTIONS 9

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?

TALENT SOLUTIONS 10

Engage, Educate, Convert.

TALENT SOLUTIONS

Build your brand with your audience over time

11

TALENT SOLUTIONS 12

“We thought to ourselves what a dream it would be if our ideal audience would

just call us instead…”

Talent

TALENT SOLUTIONS

Talent Landscape

13

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

Active Passive

TALENT SOLUTIONS

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

Active

The content you produce should match the market

14

Passive

Developing your content strategy


TALENT SOLUTIONS

Develop audience personas

16

Who is your ideal

candidate? 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. Put this content in

the right places.

TALENT SOLUTIONS

What content is your target interested in?

17

“Do not address your readers as though you are addressing a stadium.

When people read your copy, they are alone.

Pretend you are writing to each one of them a letter.”

IT professionals

IT professionals in banking

Senior IT professionals in banking

TALENT SOLUTIONS

Create and Distribute Content

18

Which channels are most relevant for our audience?

Where will the content link back to?

How are we tracking value?

Who will be responsible for the follow up and moderation?

TALENT SOLUTIONS

Create a Content Calendar

20

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?

TALENT SOLUTIONS

Job related content

Interview tips

Jobs!

21

Create content for both active and passive people Active Content

Passive Content

Industry content

News from your business

Projects

Events

Career advice

Entertainment

“I do not regard advertising as entertainment or an art form, but as a medium of information.”

TALENT SOLUTIONS

Creating vs. Curating

22

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

TALENT SOLUTIONS

Where to find content…

23

TALENT SOLUTIONS

The importance of a good headline

24

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

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

TALENT SOLUTIONS

Expanding your audience

25

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

TALENT SOLUTIONS

Touch 1: Welcome Pack

Convert talent with strong Calls to Action

1. Generate Leads CTA

Attract visitors and turn them into leads.

Examples: End of post, web side bar, online ads

3. Social Sharing CTA

Effective, simple way for talent to be your

brand ambassadors

Examples: Blog posts, infographics

2. Form Submission CTA

Drive candidates to your talent pipelines

Examples: Landing pages, content download

TALENT SOLUTIONS

Jobs

Talent Direct

Career Pages

Sponsored Updates

LinkedIn Solutions influence talent decision-making

©2013 LinkedIn Corporation. All

Rights Reserved. 27

Recruitment Advertising

Work With Us

Awareness

Advocacy

Brand awareness -

attract ideal

audiences at scale

Engage with targeted

communications

Build talent

communities

Outreach to priority

roles (buyers)

Hire

Consideration

Preference

Conversion

TALENT SOLUTIONS

Our customers’ talent needs are constantly diversifying

Business model

changing…need

different capability

We need to build a more diverse

workforce

We’ve defined our EVP,

but talent still doesn’t

understand us.

We need to source talent from

overseas

Strong consumer brand

but misconceptions

about us as an employer

TALENT SOLUTIONS

Key takeaways

1. Seek to provide guidance and influence talent to make the right

decision for them

2. Understand your target audience

3. Engage by creating, sharing and distributing relevant content

4. Have a strong call to action to convert candidates

5. Reach a wider audience through media

The right content strategy to attract the right talent

Recruiting & HR

Transcript of The right content strategy to attract the right talent