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Linked in and your website 30102013

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  • 1. LinkedIn and your Website How to combine your website and LinkedIn strategy Last update: January 8, 2013
  • 2. Alex Charraudeau  Ex-recruiter  5 years as a recruitment marketing guy  Web design, development, brand strategy, search marketing, email marketing, social media strategy  At LinkedIn I help recruiters get the most out of LinkedIn #STAFFING
  • 3. Agenda 1. Having an online strategy 2. “5 Steps For A Successful Online Strategy” 3. Content marketing #STAFFING 3
  • 4. Having an online strategy 4
  • 5. Why do you exist? How are you different? What is your unique selling proposition? What are your values? #STAFFING 5
  • 6. This will become your central message This is your brand 6
  • 7. “The best recruiters act like marketers…” 7
  • 8. #STAFFING 8
  • 9. Five Steps For A Successful Online Strategy 1. 2. 3. 4. 5. Have a central message Create uniformity across each touch point Integrate your platforms Create and distribute your message Analyse, measure, iterate, wash, rinse, repeat #STAFFING
  • 10. 1. Having a central message  This is the essence of your brand. – – – – – Why do you exist? How are you different? What is your unique selling proposition? How do you communicate what your consultants do? What are your values? #STAFFING 10
  • 11. 2. Create uniformity  Uniformity doesn’t just mean using the same logo.  Think about the tone of voice, the message, the values it represents, the visual style  Touch points to consider: – Facebook, Twitter, consultant LinkedIn profiles, emails, LinkedIn Company and Career Pages, blogs. #STAFFING 11
  • 12. #STAFFING 12
  • 13. 3. Integrate your platforms  Relevance is key  Build landing pages  Think about conversion points #STAFFING 13
  • 14. 3. Integrate your platforms  LinkedIn employee profiles  Company Page and content  Career Page #STAFFING 14
  • 15. 3. Integrate your platforms  Your blog  Your sector/vertical pages  Your website in general #STAFFING 15
  • 16. 3 steps to content marketing 28
  • 17. 4. 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! 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. 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. #STAFFING 29
  • 18. 4. Creating a content calendar  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? #STAFFING 30
  • 19. One white paper 3 news articles 7 blog posts 25 group discussions 150 Tweets #STAFFING 31
  • 20. 4. Creating and distributing content     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? #STAFFING 32
  • 21. 4. Creating and distributing content Select an audience that is relevant to the content Understand the size of the audience Content gets pushed only to the relevant audience #STAFFING
  • 22. 5. Analyse, measure, iterate  Based on your objective what are the most important metrics for success?  How are you measuring these?  How can you benchmark the effectiveness?  How can you improve on these results? #STAFFING 34
  • 23. Review – Five Steps For A Successful Online Strategy 1. 2. 3. 4. 5. Have a central message Create uniformity across each touch point Integrate your platforms Create and distribute your message Analyse, measure, iterate. #STAFFING