Content Marketing Workshop Benelux August 2014
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Content Marketing Workshop Benelux August 2014

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Bij LinkedIn willen wij graag HR afdelingen, recruiters, en arbeidsmarktcommunicatie specialisten wat handvatten geven om mee aan de slag te gaan om meer en meer als een marketeer te denken en hebben ...

Bij LinkedIn willen wij graag HR afdelingen, recruiters, en arbeidsmarktcommunicatie specialisten wat handvatten geven om mee aan de slag te gaan om meer en meer als een marketeer te denken en hebben dan ook een content marketing e-book voor HR professionals ontwikkelt en deze tijdens de workshop vandaag gedeelt.

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Content Marketing Workshop Benelux August 2014 Content Marketing Workshop Benelux August 2014 Presentation Transcript

  • Welcome Marlene de Koning Solutions Consultant Content Marketing Workshop Amsterdam
  • Content is being created, consumed and shared at a speed and scale never seen before NewsCred, 2014
  • 5 Steps to Boosting Your Talent Brand Through Content 4 Build Recruit 1 3 Build your brand, your platform and talent pools Generate leads and hire staff
  • 5 Steps to Boosting Your Talent Brand Through Content 5 Build Engage Recruit 1 2 3 Build your brand, your platform and talent pools Demonstrate why they should do business with you, buy from you or work for you Pick up leads, make placement and hire staff
  • GREAT CONTENT TELLS A STORY... …a , transparent story of what it’s like to work at your company. relevant
  • 5 Steps to Boosting Your Talent Brand Through Content 7 Step 1: Plan Step 2: Develop your content Step 3: Share your content Step 4: Amplify Step 5: Measure and adjust
  • 5 Steps to Boosting Your Talent Brand Through Content 8 Step 1: Plan Define your audience and build a content calendar 5 Steps to Boosting Your Talent Brand Through Content 8
  • 5 Steps to Boosting Your Talent Brand Through Content 9 Defining your content audience(s) Persona Professional Personal Behavioral Professional Value Prop Marketer Title Seniority Experience Skill Education Age Gender Location Active on mobile Time online Professional development advice; best practices for marketing; daily inspiration Compensation Work/Life Balance Internal Mobility Challenging Work Student Engineer
  • 5 Steps to Boosting Your Talent Brand Through Content 10 Developing a content plan Developing an editorial plan is key. Monday Tuesday Wednesday Thursday Friday Status Update We couldn’t be more excited to announce this... (insert APAC bit.ly) HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move! Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain: link Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register. Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact. Content Type Press release Job post link Blog post Event registration Image Target Audience Marketers UX designers Engineers Students Everybody Publish Where LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter LinkedIn, Facebook, Instagram, Pinterest Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun
  • 5 Steps to Boosting Your Talent Brand Through Content 11 Step 2: Develop your content Curating and Creating 5 Steps to Boosting Your Talent Brand Through Content 11
  • 5 Steps to Boosting Your Talent Brand Through Content 12 Corporate Branding Content PR Awards Corporate Blog Earnings Community Efforts Job Postings Powerful Talent Brand Content Thought Leadership Humor Video and Photos Employee Testimonials Department/ Individual Blogs Pop Culture The NormBest in Class on LinkedIn
  • 5 Steps to Boosting Your Talent Brand Through Content 13 Creating the perfect content mix Thought leadership/industry news40% Talent brand25% Just for fun5% Company/product news20% Event promotion10%
  • 5 Steps to Boosting Your Talent Brand Through Content 14 Where to find great content?
  • 5 Steps to Boosting Your Talent Brand Through Content 15 When creating great content keep these tips in mind Be conversational Keep it short Be visual Offer snackable tips Include a call to action
  • 5 Steps to Boosting Your Talent Brand Through Content 16 Content is up to 3x more engaging on mobile Tip: Keep in mind candidates are increasingly accessing your content on mobile devices. Use images, short-form video and short text updates to get the most traction.
  • 5 Steps to Boosting Your Talent Brand Through Content 17 Presentations No design resources, no problem. Presentations are an easy way to showcase employee testimonials or your company culture. Fab.com’s “culture deck” Fab.com “The Fab Way” outlines Fab.com’s history and values.
  • 5 Steps to Boosting Your Talent Brand Through Content 18 Presentations No design resources, no problem. Presentations are an easy way to showcase employee testimonials or your company culture. ECN Internships ECN highlights internships and you could do this also with employee testimonials for example. ECN created a presentation, posted it on SlideShare and then featured it on their LinkedIn Career Pages. Fab.com’s “culture deck” Fab.com “The Fab Way” outlines Fab.com’s history and values.
  • 5 Steps to Boosting Your Talent Brand Through Content 19 Infographics Showcase interesting data or stats visually through infographics. Walmart eCommerce uses an infographic to draw attention to their tech hires
  • 5 Steps to Boosting Your Talent Brand Through Content 20 Infographics Showcase interesting data or stats visually through infographics. 5 Steps to Boosting your Talent Brand Through Content 20 Salesforce.com and Atlassian use infographics to promote their company culture and products
  • 5 Steps to Boosting Your Talent Brand Through Content 21 Images A picture’s worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand. 5 Steps to Boosting your Talent Brand Through Content 21 Companies use colorful images to increase engagement with their content
  • 5 Steps to Boosting Your Talent Brand Through Content 22 Images A picture’s worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand. Companies use colorful images to increase engagement with their content Tip: Posts with images generate 98% higher comment rate than posts without.
  • 5 Steps to Boosting Your Talent Brand Through Content 23 Images A picture’s worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand.
  • 5 Steps to Boosting Your Talent Brand Through Content 24 Videos There’s nothing better than video to tell a story about your company and or showcase “a day in the life” of your employees. Tip: Links to YouTube videos can play directly in your social media feed and generate 75% higher share rate.
  • 5 Steps to Boosting Your Talent Brand Through Content 255 Steps to Boosting your Talent Brand Through Content 25 Rapid7 This low-budget drug commercial parody/talent brand video is a great example. Certainly not a fit for everyone, but for the kind of people Rapid7 wants to attract, it hits the mark. Heineken Heineken created an engaging video to show how to filter and select between and discover the quality within the quantity of applicants. It really shows the kind of people Heineken is looking for. Videos There’s nothing better than video to tell a story about your company and or showcase “a day in the life” of your employees.
  • 5 Steps to Boosting Your Talent Brand Through Content 26 Company Blogs Blogs enable you to go more in depth around topics important to your company and employees.
  • 5 Steps to Boosting Your Talent Brand Through Content 27 Function Specific Blogs Blogs enable you to go more in depth around topics important to your company and employees. 5 Steps to Boosting your Talent Brand Through Content 27 Zendesk focuses on Engineering tips and tricks to gain followers and increase engagement
  • 5 Steps to Boosting Your Talent Brand Through Content 28 Employee-generated content There are no more impactful brand ambassadors for your company than your employees. Encourage them to tell their stories through original content posts. Tip: Share themes and ideas with your employees, make it a contest and honor the winners.
  • 5 Steps to Boosting Your Talent Brand Through Content 29 Step 3: Share your content Where, when and how to publish 5 Steps to Boosting Your Talent Brand Through Content 29
  • 5 Steps to Boosting Your Talent Brand Through Content 30 5 tips for sharing content on social sites Post at peak activity times Post frequently Lead with a catchy first line Be responsive Reciprocate
  • 5 Steps to Boosting Your Talent Brand Through Content 31 When, where and how often to post Platform Peak activity Suggested frequency 7-9am 5-6pm Start with 2-3 times/week. Work up to once per day. 6-8am 1-4pm Start with 2-3 times/week. Work up to once per day. 1-3pm 2-5 times per day. Tue and Wed, 24hrs/day 2-3 a month.
  • 5 Steps to Boosting Your Talent Brand Through Content 32 When, where and how often to post Platform Peak activity Suggested frequency 12-1pm 2 a month or more if you have the resources. 2-4pm 8pm-1am A few times a week. Daytime 2-3 times a week. 9-11am A few times a week to once a day.
  • 5 Steps to Boosting Your Talent Brand Through Content 33 Some useful social sharing stats Including a link can drive twice the engagement compared to posts without links. Posts with images generate 98% higher comment rate than posts without. Links to YouTube videos can play directly in your social media feed and generate 75% higher share rate.
  • 5 Steps to Boosting Your Talent Brand Through Content 34 Step 4: Amplify How to increase engagement with your content 5 Steps to Boosting Your Talent Brand Through Content 34
  • 5 Steps to Boosting Your Talent Brand Through Content 35 Amplify your message through your employees
  • 5 Steps to Boosting Your Talent Brand Through Content 36 Amplify your message through your employees
  • 5 Steps to Boosting Your Talent Brand Through Content 37 Inform them about your talent branding efforts and how they play a key role in helping attract great talent. Ask your employees to share Ask them to follow your company pages on LinkedIn, Facebook and other social networks. Encourage them to like, share and comment on the content you post. Send them pre-scripted status updates so it’s easy for them to share. Promote any relevant content they are already creating themselves. Identify brand champions – recognize that not everyone will be as enthusiastic as you. Get leadership buy-in and get executives to promote your content. Make sure they lead by example.
  • 5 Steps to Boosting Your Talent Brand Through Content 38 Sponsor your best content to extend reach 38  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
  • 5 Steps to Boosting Your Talent Brand Through Content 39 Targeting Sponsored Updates Company Updates Location ✔ ✔ Industry ✔ ✔ Company Size ✔ ✔ Function ✔ ✔ Seniority ✔ ✔ Skills ✔ Job Title ✔ Company Name ✔ School ✔ Group Membership ✔ Age ✔ Gender ✔ Negative targeting (i.e. exclude a certain Title) ✔ Utilize deep targeting criteria
  • 5 Steps to Boosting Your Talent Brand Through Content 40 Challenge:  Intel wanted to build thought leadership with Android talent, attract Android developers to its company page and raise awareness about their leadership in the space. Solution:  They used Sponsored Updates to target Android developers on LinkedIn by function, skills, groups, and location.  They posted regularly and refined the content based on how the audience reacted. Result:  195K unique members reached over the course of 3 months.  Over 2000 engagement activities came from members of top Android* groups and engineers at major tech companies, excluding Intel.  Many who engaged with Intel’s updates chose to follow Intel. Intel appeals to Android developers on LinkedIn
  • 5 Steps to Boosting Your Talent Brand Through Content 41 Step 5: Measure and adjust How to know if your content marketing is working 5 Steps to Boosting Your Talent Brand Through Content 41
  • 5 Steps to Boosting Your Talent Brand Through Content 42 Key Metrics Impressions: number of times this update was seen Clicks: number of times a member clicked on the update Interactions: of likes, shares or comments received on this update Engagement: interactions divided by impressions To Know: Average online engagement is between 0.3% - 0.8%. How to know if your content is working
  • 5 Steps to Boosting Your Talent Brand Through Content 43 Experiment & Get Creative 156% CTR lift
  • 5 Steps to Boosting Your Talent Brand Through Content 44 Experiment & Get Creative Test call to actions: Always have a clear call to action Test thumbnail images: Choose compelling, attention grabbing images (colorful, includes recognizable leaders) Test your tone: Tap into an emotion, use humor. What resonates with your audience?
  • 5 Steps to Boosting Your Talent Brand Through Content 45 In Conclusion Consider your audience and have a plan It’s ok to start small Have fun Enlist the help of others
  • 5 Steps to Boosting Your Talent Brand Through Content 46 What have you learned? What take-aways do you have? What will you do differently today? 5 Steps to Boosting Your Talent Brand Through Content 46
  • 5 Steps to Boosting Your Talent Brand Through Content 47 It is your turn! 5 Steps to Boosting Your Talent Brand Through Content 47
  • 5 Steps to Boosting Your Talent Brand Through Content 48 Defining your content audience(s) Persona Professional Personal Behavioral Professional Value Prop Title Seniority Experience Skill Education Age Gender Location Active on mobile Time online Professional development advice; best practices for marketing; daily inspiration Compensation Work/Life Balance Internal Mobility Challenging Work
  • 5 Steps to Boosting Your Talent Brand Through Content 49 Monday Tuesday Wednesday Thursday Friday Lorem Ipsum: Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Content calendar
  • 5 Steps to Boosting Your Talent Brand Through Content 50 Monday Tuesday Wednesday Thursday Friday Status Update Content Type Press release Job post link Blog post Event registration Image Target Audience Marketers UX designers Engineers Students Everybody Publish Where LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter LinkedIn, Facebook, Instagram, Pinterest Monday Tuesday Wednesday Thursday Friday Status Update Target Audience Content Type Press release Job post link Blog post Event registration Image Monday Tuesday Wednesday Thursday Friday Status Update Content Type Press release Job post link Blog post Event registration Image Target Audience Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun
  • Connect Marlene de Koning Solutions Consultant nl.linkedin.cominmarlenedekoning @Marlene_dKoning