Content Marketing: It’s Effective!

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Joining in today’s webinar hosted by George LaRocque will prove to be a wise investment. This one-hour Indeed-sponsored webinar is going to be chalk-full of knowledge, including but certainly not limited to, how content marketing is currently being used to increase marketing conversion rates, and also what various content marketing strategies are out there, and which one will help YOU meet your recruiting goals. Honestly, there is far too much content being covered to even begin to blog it all, so like I said before, joining in this webinar would prove to be a wise investment.

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Content Marketing: It’s Effective!

  1. 1. Content Marketing Concepts for Recruiting Presented by George LaRocque Date 04.30.2014
  2. 2. Today’s Host 2 George LaRocque Director, Go-to-market Services The Starr Conspiracy @glarocque george@thestarrconspiracy.com The Starr Conspiracy | Confidential
  3. 3. Today’s Discussion 3 • What Is Content Marketing? • What Part of Content Marketing Is Transferrable to Recruiting? • Examples of Successful Content Marketing Concepts in Recruiting • Where to Get Started • Resources • Questions The Starr Conspiracy | Confidential
  4. 4. What Is Content Marketing? 4 Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action. Source: Content Marketing Institute The Starr Conspiracy | Confidential
  5. 5. Why Are Recruiters Interested? Recruiting is like marketing. Recruiting is like sales. 5 The Starr Conspiracy | Confidential Decades-old analogies
  6. 6. Why Are Recruiters Interested? Branding : Employer Branding Media Distribution : Job Distribution Marketing Engagement : Candidate Experience Advocacy : Employee Referrals Lead Quality : Quality of Hire Cost per Lead : Cost per Candidate Customer Acquisition Cost : Cost per Hire Sales Cycle Times : Time to Fill Metrics/Conversions : Metrics/Conversions 6 The Starr Conspiracy | Confidential Analogies
  7. 7. Biggest Impact of Content Marketing? 7 Attraction Inbound vs. Outbound Context-sensitive marketing that engages the right prospects in the right conversation at the right time The Starr Conspiracy | Confidential
  8. 8. 8 Outbound Cold Calling Cold Emailing Display Ads Interruption Seller-centric The Starr Conspiracy | Confidential Inbound Content Context Targeting Attraction Buyer-centric VS. Marketing Comparison
  9. 9. 9 Outbound Cold Calling Cold Emailing Display Ads Interruption Employer- centric The Starr Conspiracy | Confidential Inbound Content Context Targeting Attraction Candidate- centric VS. Recruiting Comparison
  10. 10. What Kind of Content? 10 • Blogs • Photos • Infographics • Videos • Podcasts • Presentations • E-books • Curated social content The Starr Conspiracy | Confidential
  11. 11. Content Marketing Results 11 • B2B marketers report lead increase directly related to number of blog posts* • Recruitment marketers report 127% increase in visits from search** • Blogging and Twitter have resulted in 79% increase in Twitter followers* • Dramatic Social Network Growth for Recruitment*** • Strong Recruitment ROI vs. traditional media*** * HubSpot ** Haley Marketing *** QueSocial metrics The Starr Conspiracy | Confidential
  12. 12. Guiding Principles for Content 12 CONTEXT! CONTEXT! CONTEXT! The Starr Conspiracy | Confidential
  13. 13. 13 Passive Candidate The Starr Conspiracy | Confidential Blog Posts Curated Social Content Context in Action New Active Candidate Testimonials Candidate in Process Relevant News Materials Video
  14. 14. EXAMPLES 14 The Starr Conspiracy | Confidential
  15. 15. 15 Clay England Executive Director, Human Resources Grady Health System The Starr Conspiracy | Confidential
  16. 16. 16 Atlanta, Ga. A growing 950-bed public/academic health system 5,400 employees Filled 1,000 jobs externally in 2013 The Starr Conspiracy | Confidential
  17. 17. 17 Situation Two primary goals of content recruitment marketing: • Decrease candidate abandonment rate on career site • Lower first-year employee turnover rates The Starr Conspiracy | Confidential
  18. 18. 18 Approach • Synchronize Grady branding and employment branding • Develop consistent job-specific content (testimonials) • Develop function-specific microsites • Consistently represent brand The Starr Conspiracy | Confidential
  19. 19. 19 Approach • Synchronize Grady Corporate and Employment Branding • Develop Consistent Job-Specific Content (Testimonials) • Develop Function-Specific Microsites • Consistently represent brand The Starr Conspiracy | Confidential
  20. 20. 20 The Starr Conspiracy | Confidential Grady Corporate Brand
  21. 21. 21 The Starr Conspiracy | Confidential Grady Employer Brand
  22. 22. 22 The Starr Conspiracy | Confidential Grady Testimonials
  23. 23. 23 The Starr Conspiracy | Confidential Grady Microsites
  24. 24. 24 Consistently represent brand • Emails • Social links • Candidate experience The Starr Conspiracy | Confidential
  25. 25. 25 Results • First-year turnover decreased 32% between 2011 and 2013 • First-year turnover currently trending to 54% reduction from 2011 levels • 14.2% increase in Apply Start conversion rate from January to March of this year • 36% year-to-year increase in website visitors in Q1 • Over 50% increase in organic visitor traffic compared with similar time frame last year The Starr Conspiracy | Confidential
  26. 26. 26 Technology • Recruitment Marketing: Talemetry Suite • ATS/TMS: PeopleSoft The Starr Conspiracy | Confidential
  27. 27. 27 The Starr Conspiracy | Confidential Lars Schmidt, Founder Amplify Talent helps clients optimize their recruiting and talent branding efforts.
  28. 28. 28 Situation • NFP organization with limited budget and resources • Competing with large media and tech brands • Needed to reflect the NPR employer brand and attract highly sought-after talent The Starr Conspiracy | Confidential
  29. 29. 29 Approach • Leveraged employee activity on social networks • Introduced #nprlife internally • Curated employee posts on Tagboard • Leveraged social content to recruit proactively within specialized niches The Starr Conspiracy | Confidential
  30. 30. 30 The Starr Conspiracy | Confidential
  31. 31. 31 Results • 2,000 photos shared • 10,000 tweets (and counting) • Reduced job board spend by $100,000 • Top sources of hire: 1. Internal 2. Referrals 3. Career Site 4. Twitter The Starr Conspiracy | Confidential
  32. 32. 32 Situation • Exciting work, but competing with tech companies for top 1% talent • Emerging employer brand • Needed to communicate what it’s like to be on a team that builds rockets and sends them into space • Unique marketing challenges due to government regulations: no photos or videos The Starr Conspiracy | Confidential
  33. 33. 33 Approach • “Tell the story differently” • Leverage excitement of rocket launch via audio • Communicate culture on Quora • Leverage these assets in ongoing recruiting efforts The Starr Conspiracy | Confidential
  34. 34. 34 The Starr Conspiracy | Confidential
  35. 35. 35 The Starr Conspiracy | Confidential
  36. 36. HOW SHOULD YOU START? 36 The Starr Conspiracy | Confidential
  37. 37. Where Do You Start? 37 • Take inventory of existing content • Existing social assets • Employee activity on social • Hiring/non-hiring-related content available • Tools to curate and distribute • Evaluate your resources (time and money) • Can you support a blog? • Commitment to social platforms • Establish business goals and strategy • Start with manageable projects and realistic goals • Measure The Starr Conspiracy | Confidential
  38. 38. Resources 38 • ERE • AmplifyTalent • Content Marketing Institute • HubSpot • The Starr Conspiracy Blog The Starr Conspiracy | Confidential
  39. 39. Resources 39 • Technology Referenced Today • Talemetry — talent generation platform • QueSocial — content marketing/recruiting • Tagboard — #hashtag curation • Quora — crowdsourced research The Starr Conspiracy | Confidential
  40. 40. QUESTIONS? 40 The Starr Conspiracy | Confidential

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