Content Marketing for Talent Acquisition | InDemand 2014

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Content marketing is imperative to talent branding initiatives. Alicianne Rand, VP Marketing at NewsCred, shares what recruiters need to know about content marketing, and gives examples of organization who are doing it right.
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Content Marketing for Talent Acquisition | InDemand 2014

  1. 1. Today 1.  The Content Marketing Imperative 2.  What You Need To Know 3.  Who’s Doing It Right
  2. 2. What Is Marketing?
  3. 3. 5,000 2/3 86% 44% 90% marketing messages per day of U.S. on the “Do Not Call” list of people skip TV ads direct mail is never opened of emails are never opened So we support the myth by bombarding our audience with messages they don’t want.
  4. 4. Great marketing isgreat storytelling
  5. 5. Three trends have shaped the digital marketing landscape.
  6. 6. 1. Content is created, consumed and shared at a speed and scale never seen before.
  7. 7. 8 Social. Mobile. Global. Everyday… 500 million tweets are posted 1.8B photos uploaded and shared 400 million Snapchats are sent 40% LinkedIn visits are mobile KPCB Internet Trends 2014
  8. 8. 2. Brands are acquiring massive audiences across social.
  9. 9. 11 3. Marketers are more accountable for business growth than ever before 65% of buying decisions happen before a consumer ever contacts sales Forrester Research 2012
  10. 10. So what does this mean?
  11. 11. To get ahead, you need to transform the way you communicate. 78% of consumers believe brands providing content are interested in building good relationships. 67% of companies with an active blog report more leads 72% of marketers think branded content is more effective than advertising
  12. 12. Create amazing content with speed and scale. How?
  13. 13. Introducing NewsCred We’re the leading content marketing platform.
  14. 14. Some things we’ve learned
  15. 15. Putyourpeoplefirst.Tellthestoryof WHY. LinkedIn Talent Driver Data, 2013
  16. 16. Find the right combination of content. High-volume of content from credible sources, allowing you to boost publishing cadence. Share hyper-targeted stories which resonate with your audience and are optimized for SEO. Stay topical and publish content that is buzzworthy and trending.
  17. 17. Map content against the recruiting funnel. Late Stage Company-specific information to help close the deal. Offer, benefits, etc. Middle Stage Tools that help prospects make a decision. Employee testimonials, stories about company growth, industry thought leadership, “what it’s like to work here” Early Stage Build brand awareness with photos, infographiics, entertaining content, Culture code SLIDESHARE! Employee Stage Content on career growth, training materials, building teams, etc NURTURE YOUR LEADS!
  18. 18. ORGANICAMPLIFIED SPONSORED POST ADWORDS SPONSORED POST Distribution of Content = = $$$ SPONSORED POST NON-SPONSORED POST NON-SPONSORED POST NON-SPONSORED POST in in Build audience through a smart distribution strategy across channels
  19. 19. Who’s doing it right
  20. 20. NETFLIX takes a stand.
  21. 21. Warby Parker brings you along the journey.
  22. 22. Etsy gains a competitive edge.
  23. 23. NewsCred is building community. 50,000 people and growing.
  24. 24. Something to take away
  25. 25. Put your people first. Tell the story of WHY. Create content at scale. Remember the rule of thirds. Connect content to conversions. Track data against the recruiting funnel. Without distribution you have no audience. Let technology do the heavy lifting for you. Invest in software.
  26. 26. Content Marketing Strategy Exercise You’re responsible for recruiting for ABC Company, a global technology company, and you need to hire sales representatives in North America. You need to build an effective content marketing strategy that helps you hire sales people immediately and begin to nurture talent whom you’ll look to hire in the next 6-12 months. A. Content Themes & Topics: •  List at least 5 content topics that would resonate among your target audience of sales professionals •  Topics can range from broad to narrow B. Content Type for Awareness & Conversion: •  Identify content types that would be appropriate for your 2 objectives: (1) establishing thought leadership among sales professionals that you want to nurture and potentially hire in the next 6-12 months (2) inspire job-seeking sales professionals to apply for a position at your company •  Examples of content types: infographics, case studies, product demos, social posts, white papers, news articles, influencer blog posts, tutorials.

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