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Content marketing - recruiting firms


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  • 1. #SourceIn Content Marketing for Recruitment Firms Anna Wright Media Solutions Consultant LinkedIn
  • 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. Using LinkedIn to… 3 Content Marketing for Recruiting Firms
  • 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. TALENT SOLUTIONS Sales vs. Content Marketing Traditional advertising shouts at prospect customers whereas content marketing talks with them. Amanda Maksymiw @amandamaksymiw
  • 6. What is content for Recruiting Firms?
  • 7. ©2013 LinkedIn Corporation. All Rights Reserved. 7
  • 8. ©2013 LinkedIn Corporation. All Rights Reserved. 8
  • 9. TALENT SOLUTIONS Case Study Hear from a firm doing it well. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 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. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. Oracle   WebCenter   Sites   Portal   Content   Oracle WebCenter Experts What is Our Brand?
  • 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. 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. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved. 14 Copy This Success Metrics
  • 15. TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. 15 Website   hXp://         Blog   hXp://     Facebook   hXp://     LinkedIn   hXp://­‐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. TALENT SOLUTIONS Planning a Strategy What Recruiting Agencies can learn from the world’s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 18. TALENT SOLUTIONS Identity A Quality Promise A Decision Making Short-Cut Brand is Agency
  • 19. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.
  • 20. TALENT SOLUTIONS Content is Relevant
  • 21. TALENT SOLUTIONS Content builds trust Relevant
  • 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.
  • 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. TALENT SOLUTIONS Distribute on LinkedIn Push content to customers and candidates. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 26. 13 Members Worldwide 20 238,000,000
  • 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. TALENT SOLUTIONS Free Amplification Company Status Updates and Employee Status Updates
  • 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. TALENT SOLUTIONS Engagement Amplification Employee Branding Ads, Company Page and Career Hub
  • 31. TALENT SOLUTIONS Trending articles across LinkedIn Today. Conversation Amplification Sponsored and Custom Groups
  • 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. 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. TALENT SOLUTIONS 3 Ways to Drive Traffic to Group Paid  Media   Viral  DistribuJon   Offsite  /  API  
  • 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. 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. TALENT SOLUTIONS Grow Member from your Website / Blog Add one-click Join Groups button to your website / Intranet 37
  • 38. TALENT SOLUTIONS©2013 LinkedIn Corporation. All Rights Reserved.