#SourceIn
Content Marketing for
Recruitment Firms
Anna Wright
Media Solutions Consultant
LinkedIn
Agenda – Content Marketing
1.  What is content marketing?
2.  Case Study
3.  Make a strategy for your content marketing
4....
Using LinkedIn to…
3
Content Marketing for Recruiting Firms
TALENT SOLUTIONS
Content Marketing
Producing information that engages your target
audience to educate and convert.
The art...
TALENT SOLUTIONS
Sales vs. Content Marketing
Traditional advertising
shouts at prospect customers
whereas content marketin...
What is content for Recruiting Firms?
©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-r...
©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-r...
TALENT SOLUTIONS
Case Study
Hear from a firm doing it well.
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. 10
•  License	
  Procurement	
  
•  Annual	
  Maintenance...
TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
Oracle	
  
WebCenter	
  
Sites	
   Portal	
  
Content	
  ...
TALENT SOLUTIONS
TekStream Personas
Build People
- What do your buyers have in common
- Look at historical data and create...
TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
Video	
  Jobs	
  
Job	
  Boards,	
  Social,	
  
YouTube,	...
TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. 14
Copy This
Success Metrics
TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. 15
Website	
  
hXp://www.tekstream.com	
  	
  	
  	
  
Bl...
TALENT SOLUTIONS
Planning a Strategy
What Recruiting Agencies can learn from the world’s best marketers.
©2013 LinkedIn Co...
TALENT SOLUTIONS 17
TALENT SOLUTIONS
Identity
A Quality Promise
A Decision Making Short-Cut
Brand is
Agency
TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS
Content is
Relevant
TALENT SOLUTIONS
Content
builds trust
Relevant
TALENT SOLUTIONS 22
Inbound marketing is all
about content. Identify a
specific target market so
that you can understand
t...
TALENT SOLUTIONS
TALENT SOLUTIONS
Examples
Of Content Topics for Recruiting Firms
Information on buying
- How to Choose the Best Recruiting...
TALENT SOLUTIONS
Distribute on LinkedIn
Push content to customers and candidates.
©2013 LinkedIn Corporation. All Rights R...
13
Members Worldwide
20
238,000,000
TALENT SOLUTIONS
Company Status Updates
Employee Status Updates
Targeted Advertising
Sponsored Updates
SlideShare Content ...
TALENT SOLUTIONS
Free Amplification
Company Status Updates and Employee Status Updates
TALENT SOLUTIONS
Targeted Amplification
Targeted Ads, Targeted InMails
Targeted Ads
- Geography
- Industry
- Job Function
...
TALENT SOLUTIONS
Engagement Amplification
Employee Branding Ads, Company Page and Career Hub
TALENT SOLUTIONS
Trending articles across
LinkedIn Today.
Conversation Amplification
Sponsored and Custom Groups
TALENT SOLUTIONS
Group Strategy
LI Company
Followers
• LI Company
Followers
• Connections
• Database
Engage
Members
With C...
TALENT SOLUTIONS
Custom Group
Custom Right Rail
You	
  can	
  fill	
  the	
  	
  
en<re	
  right	
  rail	
  with	
  
intera...
TALENT SOLUTIONS
3 Ways to Drive Traffic to Group
Paid	
  Media	
   Viral	
  DistribuJon	
   Offsite	
  /	
  API	
  
TALENT SOLUTIONS
Serve Target Audience “Join Group” Ads
Boost membership by reaching targeted professionals
Personalized t...
TALENT SOLUTIONS
Deliver a Call to Action with Targeted InMails
InMail Best Practices
•  Maintain clear call to action
•  ...
TALENT SOLUTIONS
Grow Member from your Website / Blog
Add one-click Join Groups button to your website / Intranet
37
TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
Upcoming SlideShare
Loading in …5
×

Content marketing - recruiting firms

129
-1

Published on

Published in: Recruiting & HR
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
129
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Content marketing - recruiting firms

  1. 1. #SourceIn Content Marketing for Recruitment Firms Anna Wright Media Solutions Consultant LinkedIn
  2. 2. Agenda – Content Marketing 1.  What is content marketing? 2.  Case Study 3.  Make a strategy for your content marketing 4.  Distribute Content using LinkedIn 2
  3. 3. Using LinkedIn to… 3 Content Marketing for Recruiting Firms
  4. 4. TALENT SOLUTIONS Content Marketing Producing information that engages your target audience to educate and convert. The art of communicating with your customers or prospects without selling. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. ©2013 LinkedIn Corporation. All Rights Reserved.
  5. 5. TALENT SOLUTIONS Sales vs. Content Marketing Traditional advertising shouts at prospect customers whereas content marketing talks with them. Amanda Maksymiw @amandamaksymiw
  6. 6. What is content for Recruiting Firms?
  7. 7. ©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 7
  8. 8. ©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 8
  9. 9. TALENT SOLUTIONS Case Study Hear from a firm doing it well. ©2013 LinkedIn Corporation. All Rights Reserved.
  10. 10. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. 10 •  License  Procurement   •  Annual  Maintenance   •  Audit  Avoidance   So#ware   •  QuickStream  Requirements     •  Full  Lifecycle  Deployments   •  Engineered  Offerings   Services   •  PlaBorm  Support   •  Oracle  WCC  &  WCP   •  Training   Support   •  Oracle  Staffing   •  Resource  VeIng   •  Staff  AugmentaJon   Sourcing  
  11. 11. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. Oracle   WebCenter   Sites   Portal   Content   Oracle WebCenter Experts What is Our Brand?
  12. 12. TALENT SOLUTIONS TekStream Personas Build People - What do your buyers have in common - Look at historical data and create buckets - Segment by LOB with buying behaviors mapped to sales cycle - Name your personas. Give them life with demographic detail. Refer to them in meetings What Behaviors Map to Buying metrics? - Opened an pricing sheet email, watched a webinar, downloaded an eBook… - What are the most important indicators? Weigh them on a 1-100 scale - What roles typically engage in research and which make the buying decision Leverage Behavioral Marketing Metrics to Drive Content - Marketing Automation platforms such at Silverpop allow real-time behavioral analytics - Create automated campaigns and lead routing to simplify the sales cycle Go! - Write content with a specific persona in mind – Build the call-to-action based on their behaviors - Find channels that your personas visit, distribute content to those channels - Consistently refine your personas – Times change, so do buyers – Every 6 months ©2013 LinkedIn Corporation. All Rights Reserved.
  13. 13. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. Video  Jobs   Job  Boards,  Social,   YouTube,  Instagram   PPC  &  Organic   Campaigns  Based  on   Persons  with  SEM   Presenta<ons   SlideShare  to  LinkedIn   Conversa<on   Groups  idenJfied  by   personas   All  Social   Know  which  networks   provide  value   Employee  Buy-­‐In   It’s  a  share  fest!   Blogs   Landing   Pages   LinkedIn     Groups   YouTube   Website   Get Content
  14. 14. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. 14 Copy This Success Metrics
  15. 15. TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. 15 Website   hXp://www.tekstream.com         Blog   hXp://tekstream.com/newsroom/     Facebook   hXp://www.facebook.com/tekstream     LinkedIn   hXp://www.linkedin.com/company/tekstream-­‐soluJons   TwiXer   @TekStreaming    @TekStreamJobs   Let’s Connect! Find TekStream online, connect with me, and share more content! 100%   Every  consultant   specialized   365-­‐24-­‐7   Support  Staff   15  yrs.   Average  years  of  SME   experience   150  Million     Digital  assets  managed  
  16. 16. TALENT SOLUTIONS Planning a Strategy What Recruiting Agencies can learn from the world’s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved.
  17. 17. TALENT SOLUTIONS 17
  18. 18. TALENT SOLUTIONS Identity A Quality Promise A Decision Making Short-Cut Brand is Agency
  19. 19. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
  20. 20. TALENT SOLUTIONS Content is Relevant
  21. 21. TALENT SOLUTIONS Content builds trust Relevant
  22. 22. TALENT SOLUTIONS 22 Inbound marketing is all about content. Identify a specific target market so that you can understand their motivations. What is that person interested in, what does that person care about, what type of information is the person interested in? Then look at your own resources and begin building content to tie back to your target audience. Distribute content through social media channels, on your company’s website, on your blog, etc. Put the message in the right places.
  23. 23. TALENT SOLUTIONS
  24. 24. TALENT SOLUTIONS Examples Of Content Topics for Recruiting Firms Information on buying - How to Choose the Best Recruiting Firm to Work With - Are There Really Benefits to Working with a Recruiting Agency When You are Looking for a Job? Questions to ask - 5 Questions to Ask Your HR Recruiter if Your Positions Are Still Open - 4 Questions You Should Ask Your Boss Before You Quit Mistakes to avoid - 7 Common Mistakes Made in the Hiring Process - 10 Things You Must NOT Say in an Interview Resources - 20 Articles to Read About the Future of Cloud Computing - 5 eBooks That Will Change Your Career in Pharmaceutical Sales
  25. 25. TALENT SOLUTIONS Distribute on LinkedIn Push content to customers and candidates. ©2013 LinkedIn Corporation. All Rights Reserved.
  26. 26. 13 Members Worldwide 20 238,000,000
  27. 27. TALENT SOLUTIONS Company Status Updates Employee Status Updates Targeted Advertising Sponsored Updates SlideShare Content Ads Outreach Engagement Conversation Sponsored Groups Custom Groups Group Partnerships Employee Branding Ads Company Page Career Hub Amplification Using LinkedIn
  28. 28. TALENT SOLUTIONS Free Amplification Company Status Updates and Employee Status Updates
  29. 29. TALENT SOLUTIONS Targeted Amplification Targeted Ads, Targeted InMails Targeted Ads - Geography - Industry - Job Function - Seniority - Company Size - Current Company Name - School Name - Groups Targeted InMails - Above PLUS - Title - Past Company Name - Years of Experience - Education Level - Keywords on Profile
  30. 30. TALENT SOLUTIONS Engagement Amplification Employee Branding Ads, Company Page and Career Hub
  31. 31. TALENT SOLUTIONS Trending articles across LinkedIn Today. Conversation Amplification Sponsored and Custom Groups
  32. 32. TALENT SOLUTIONS Group Strategy LI Company Followers • LI Company Followers • Connections • Database Engage Members With Content • Posting Content • Starting Conversations Encourage Virality • Shares • Likes Drive New Membership • Targeted Ads • Targeted InMails Advertise to Group Members • Group Sponsorship (Right Rail) Drive New Memberships • Targeted Ads • Targeted InMails Create the Group – Topic and Content Focused Phase 1 Phase 2 Phase 3 Phase 4 Customer Responsibility Free LinkedIn LinkedIn Responsibility Campaigns
  33. 33. TALENT SOLUTIONS Custom Group Custom Right Rail You  can  fill  the     en<re  right  rail  with   interac<ve   adver<sing  units  –   LinkedIn  will  assist  in   crea<ve   development  
  34. 34. TALENT SOLUTIONS 3 Ways to Drive Traffic to Group Paid  Media   Viral  DistribuJon   Offsite  /  API  
  35. 35. TALENT SOLUTIONS Serve Target Audience “Join Group” Ads Boost membership by reaching targeted professionals Personalized to each viewer based on their network connections Provide Group information and context XYZco Group Join Group This is where you will type the description of the group that this ad is promoting. This is where you will type the description of the group that this ad is promoting. XYZco Group Featured Discussion: “What small to midsized companies are demonstrating excellence in social media strategy and leading by example?” Ryan Roslansky and 4 other connections joined. Join Group
  36. 36. TALENT SOLUTIONS Deliver a Call to Action with Targeted InMails InMail Best Practices •  Maintain clear call to action •  Be Personal •  Include example of discussions •  Tell members why they have been selected •  Tell members what they will gain by joining the group
  37. 37. TALENT SOLUTIONS Grow Member from your Website / Blog Add one-click Join Groups button to your website / Intranet 37
  38. 38. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×