0
Content Marketing for
Recruitment Firms
Anna Wright
Media Solutions Consultant
LinkedIn

#SourceIn
Agenda – Content Marketing
1.  What is content marketing?
2.  Case Study
3.  Make a strategy for your content marketing
4....
Using LinkedIn to…

Content Marketing for Recruiting Firms
3
Content Marketing
Producing information that engages your target
audience to educate and convert.

The art of communicatin...
Sales vs. Content Marketing
Traditional advertising
shouts at prospect customers
whereas content marketing
talks with them...
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...
Case Study
Hear from a firm doing it well.

©2013 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS
So#ware
	
  

• 
• 
• 

License	
  Procurement	
  
Annual	
  Maintenance	
  
Audit	
  Avoidance	
  

Support
	
  

• 
• 
•...
What is Our Brand?

Sites	
  

Oracle	
  
WebCenter	
  

Portal	
  

Content	
  

Oracle WebCenter Experts
©2013 LinkedIn ...
TekStream Personas
Build People
- What do your buyers have in common
- Look at historical data and create buckets
- Segmen...
Get Content
Blogs	
  

PPC	
  &	
  Organic	
  
Campaigns	
  Based	
  on	
  
Persons	
  with	
  SEM	
  

Landing	
  
Pages	...
Success Metrics
Copy This

©2013 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS 14
Let’s Connect!
Find TekStream online, connect with me, and share more content!
Website	
  
hXp://www.tekstream.com	
  	
  ...
Planning a Strategy
What Recruiting Agencies can learn from the world’s best marketers.

©2013 LinkedIn Corporation. All R...
TALENT SOLUTIONS 17
gency
A

Brand is

Identity
A Quality Promise
A Decision Making Short-Cut

TALENT SOLUTIONS
©2013 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS
evant
Rel

Content is

TALENT SOLUTIONS
levant
Re

Content
builds trust

TALENT SOLUTIONS
Inbound marketing is all
about content. Identify a
specific target market so
that you can understand
their motivations.

D...
TALENT SOLUTIONS
Examples
Of Content Topics for Recruiting Firms

Information on buying
- How to Choose the Best Recruiting Firm to Work Wi...
Distribute on LinkedIn
Push content to customers and candidates.

©2013 LinkedIn Corporation. All Rights Reserved.

TALENT...
Members Worldwide

238,000,000
2013
Amplification
Using LinkedIn

Outreach

Company Status Updates
Employee Status Updates
Targeted Advertising
Sponsored Upda...
Free Amplification
Company Status Updates and Employee Status Updates

TALENT SOLUTIONS
Targeted Amplification
Targeted Ads, Targeted InMails
Targeted Ads
-  Geography
-  Industry
-  Job Function
-  Seniority
-...
Engagement Amplification
Employee Branding Ads, Company Page and Career Hub

TALENT SOLUTIONS
Conversation Amplification
Sponsored and Custom Groups

Trending articles across
LinkedIn Today.

TALENT SOLUTIONS
Group Strategy
Customer Responsibility
Free LinkedIn

Phase 1

Phase 2

Phase 3

Phase 4

LinkedIn Responsibility
Campaign...
Custom Group
Custom Right Rail

You	
  can	
  fill	
  the	
  	
  
en<re	
  right	
  rail	
  with	
  
interac<ve	
  
adver<s...
3 Ways to Drive Traffic to Group

Paid	
  Media	
  

Viral	
  DistribuJon	
  

Offsite	
  /	
  API	
  

TALENT SOLUTIONS
Serve Target Audience “Join Group” Ads

XYZco Group

XYZco Group

Featured Discussion: “What small to
midsized companies a...
Deliver a Call to Action with Targeted InMails
InMail Best Practices
•  Maintain clear call to action
•  Be Personal
•  In...
Grow Member from your Website / Blog
Add one-click Join Groups button to your website / Intranet

TALENT SOLUTIONS 37
©2013 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS
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Content Marketing for Recruitment Firms | SourceIn 2013

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From SourceIn 2013, learn how search and staffing firms can leverage content marketing to attract and find candidates for clients.

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Transcript of "Content Marketing for Recruitment Firms | SourceIn 2013"

  1. 1. Content Marketing for Recruitment Firms Anna Wright Media Solutions Consultant LinkedIn #SourceIn
  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… Content Marketing for Recruiting Firms 3
  4. 4. 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. TALENT SOLUTIONS
  5. 5. Sales vs. Content Marketing Traditional advertising shouts at prospect customers whereas content marketing talks with them. Amanda Maksymiw @amandamaksymiw TALENT SOLUTIONS
  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. Case Study Hear from a firm doing it well. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  10. 10. So#ware   •  •  •  License  Procurement   Annual  Maintenance   Audit  Avoidance   Support   •  •  •  Services   •  •  •  QuickStream  Requirements     Full  Lifecycle  Deployments   Engineered  Offerings   ©2013 LinkedIn Corporation. All Rights Reserved. PlaBorm  Support   Oracle  WCC  &  WCP   Training   Sourcing   •  •  •  Oracle  Staffing   Resource  VeIng   Staff  AugmentaJon   TALENT SOLUTIONS 10
  11. 11. What is Our Brand? Sites   Oracle   WebCenter   Portal   Content   Oracle WebCenter Experts ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  12. 12. 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. TALENT SOLUTIONS
  13. 13. Get Content Blogs   PPC  &  Organic   Campaigns  Based  on   Persons  with  SEM   Landing   Pages   Conversa<on   LinkedIn     Groups   Groups  idenJfied  by   personas   All  Social   Video  Jobs   Know  which  networks   provide  value   Job  Boards,  Social,   YouTube,  Instagram   Presenta<ons   Employee  Buy-­‐In   SlideShare  to  LinkedIn   It’s  a  share  fest!   YouTube   Website   ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  14. 14. Success Metrics Copy This ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 14
  15. 15. Let’s Connect! Find TekStream online, connect with me, and share more content! Website   hXp://www.tekstream.com         Blog   hXp://tekstream.com/newsroom/     Facebook   hXp://www.facebook.com/tekstream     TwiXer   @TekStreaming    @TekStreamJobs   LinkedIn   hXp://www.linkedin.com/company/tekstream-­‐soluJons   100%   Every  consultant   specialized   ©2012 LinkedIn Corporation. All Rights Reserved. 365-­‐24-­‐7   Support  Staff   15  yrs.   150  Million     Average  years  of  SME   Digital  assets  managed   experience   TALENT SOLUTIONS 15
  16. 16. Planning a Strategy What Recruiting Agencies can learn from the world’s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  17. 17. TALENT SOLUTIONS 17
  18. 18. gency A Brand is Identity A Quality Promise A Decision Making Short-Cut TALENT SOLUTIONS
  19. 19. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  20. 20. evant Rel Content is TALENT SOLUTIONS
  21. 21. levant Re Content builds trust TALENT SOLUTIONS
  22. 22. Inbound marketing is all about content. Identify a specific target market so that you can understand their motivations. Distribute content through social media channels, on your company’s website, on your blog, etc. Put the message in the right places. 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. TALENT SOLUTIONS 22
  23. 23. TALENT SOLUTIONS
  24. 24. 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 TALENT SOLUTIONS
  25. 25. Distribute on LinkedIn Push content to customers and candidates. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  26. 26. Members Worldwide 238,000,000 2013
  27. 27. Amplification Using LinkedIn Outreach Company Status Updates Employee Status Updates Targeted Advertising Sponsored Updates SlideShare Content Ads Engagement Employee Branding Ads Company Page Career Hub Conversation Sponsored Groups Custom Groups Group Partnerships TALENT SOLUTIONS
  28. 28. Free Amplification Company Status Updates and Employee Status Updates TALENT SOLUTIONS
  29. 29. 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 TALENT SOLUTIONS
  30. 30. Engagement Amplification Employee Branding Ads, Company Page and Career Hub TALENT SOLUTIONS
  31. 31. Conversation Amplification Sponsored and Custom Groups Trending articles across LinkedIn Today. TALENT SOLUTIONS
  32. 32. Group Strategy Customer Responsibility Free LinkedIn Phase 1 Phase 2 Phase 3 Phase 4 LinkedIn Responsibility Campaigns Create the Group – Topic and Content Focused LI Company Followers • LI Company Followers • Connections • Database Engage Members With Content Drive New Membership Advertise to Group Members • Posting Content • Starting Conversations Encourage Virality • Targeted Ads • Targeted InMails • Shares • Likes • Group Sponsorship (Right Rail) Drive New Memberships • Targeted Ads • Targeted InMails TALENT SOLUTIONS
  33. 33. 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   TALENT SOLUTIONS
  34. 34. 3 Ways to Drive Traffic to Group Paid  Media   Viral  DistribuJon   Offsite  /  API   TALENT SOLUTIONS
  35. 35. Serve Target Audience “Join Group” Ads XYZco Group XYZco Group Featured Discussion: “What small to midsized companies are demonstrating excellence in social media strategy and leading by example?” 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. Join Group Ryan Roslansky and 4 other connections joined. Boost membership by reaching targeted professionals Personalized to each viewer based on their network connections Provide Group information and context TALENT SOLUTIONS
  36. 36. 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 TALENT SOLUTIONS
  37. 37. Grow Member from your Website / Blog Add one-click Join Groups button to your website / Intranet TALENT SOLUTIONS 37
  38. 38. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
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