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What does content marketing mean for your recruitment firm? This deck explores how content marketing can positively impact your business and what sort of content works best on LinkedIn.

What does content marketing mean for your recruitment firm? This deck explores how content marketing can positively impact your business and what sort of content works best on LinkedIn.

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  • 1. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Content Marketing Masterclass @alexCharraudeau : Media Solutions Consultant
  • 2. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Alex Charraudeau  Ex-recruiter  7 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 LinkedIn @alexCharraudeau Google+
  • 3. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Agenda  How content marketing can positively impact your business  What content works best on LinkedIn  How to generate more engagement with your content marketing strategy  5 tips to content marketing success
  • 4. Build Recruit 1 3 Build your brand, your platform and talent pools Pick up leads, make placement and hire staff
  • 5. Build Engage Recruit 1 2 3 Build your brand, your platform and talent pools Demonstrate why they should do business with you Pick up leads, make placement and hire staff
  • 6. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Importance of Content and Content Marketing  Content Marketing: – Producing information that engages your target audience to educate and convert  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. 6
  • 7. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7 Engage, Educate, Convert.
  • 8. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Talent Landscape 8 0% 20% 40% 60% 80% 100% Active Passive
  • 9. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 0% 20% 40% 60% 80% 100% Active The content you produce should match the market Passive
  • 10. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Job related content  Interview tips  Jobs! 10 Create content for both active and passive people Active Content Passive Content  Industry content  News  Projects  Events  Market mapping  Salary surveys  Career advice  Entertainment “I do not regard advertising as entertainment or an art form, but as a medium of information.”
  • 11. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Stay top of mind with a relevant message 11
  • 12. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Build your brand with your audience over time 12
  • 13. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13 “We thought to ourselves what a dream it would be if our ideal audience would just call us instead…”
  • 14. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Build – before we start to write… 14
  • 15. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Company Pages – Targeted Status Updates 15
  • 16. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Understand your Followers 16
  • 17. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Look at your historic Engagement and Reach 17
  • 18. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why Followers count  71% of members will follow a company for jobs.  78% of company followers are more likely to respond to an InMail.  Followers are 2.5x more likely to recommend your business. 18
  • 19. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Engage – starting the conversation… 19
  • 20. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 1. Segment Your Audience 20 Who is your ideal candidate / client? 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.
  • 21. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What content is your target interested in? “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.” 21 IT professionals IT professionals in banking Senior IT professionals in banking Senior IT professionals in banking working at HSBC
  • 22. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 2. Create 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? 22
  • 23. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Creating vs. Curating 23 0% 20% 40% 60% 80% 100%
  • 24. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Where to find content… 24
  • 25. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Buzzsumo Special thanks to Google Dave! @googledave 25
  • 26. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 3. Create and Distribute 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? 26
  • 27. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn is the number one choice for professional content 27
  • 28. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The importance of a good headline “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.” 28 0% 20% 40% 60% 80% 100%
  • 29. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. How far do you reach? 29  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
  • 30. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Sponsored Updates 30  Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.  Content generates 6x more engagement than jobs.
  • 31. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Sponsored Updates 31 IT professionals IT professionals in banking Senior IT professionals in banking Senior IT professionals in banking working at HSBC  One of the most targeted ad products on LinkedIn  Target on: – Seniority, Function, Industry, Job title, Geography, Current Company, School, Skills, Groups
  • 32. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Recruit – get people to convert… 32
  • 33. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Seed with content before you try to convert 33 Awareness, Consideration, Preference, Conversion
  • 34. 34
  • 35. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What content works best on LinkedIn 35
  • 36. 36
  • 37. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Perfect content for active / semi-active candidates 37
  • 38. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Humour, images and an understanding of the market – a winner 38
  • 39. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Great way to introduce the team with a strong image 39
  • 40. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Ask questions. You are likely to get 50% more comments. 40
  • 41. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Produce content that converts people at the right phase – this is perfect for active or semi-active candidates 41
  • 42. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Link to articles – this gets 45% more engagement 42
  • 43. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  “Top Tip” and lists of “best of” get you 40% amplification 43
  • 44. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Infographics are always a favourite for sharing 44
  • 45. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Relevant statistics to the industry – demonstrate your expertise 45
  • 46. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Leading with statistics can help drive up clicks.  Images with numbers stick out. 46
  • 47. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Show that you understand the industry through video and amplify your events  Video gets 100% more engagement 47
  • 48. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Recruit 48
  • 49. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. A member’s journey 49 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
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  • 54. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5 Tips for Mastering Content Marketing 1. Understand your target audience 2. Build your foundations 3. Engage by creating, sharing and distributing relevant content 4. Convert clients, candidates and internal hires – Recruit 5. Analyse, review, improve
  • 55. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Thank you! Please join us next time…  Social RecruitIn  Premier recruitment event in EMEA.  London 3rd September 55 Always be connecting: LinkedIn @alexCharraudeau Google+