In this 45 min webcast, suitable for any size Recruitment Agency, you will learn -
• How, with just 15 mins effort per week, you can increase job views on LinkedIn by 40%.
• Five tangible steps to content marketing success on LinkedIn for time poor recruiters without a big budget.
• Golden Rules – essential considerations for every post on LinkedIn
• What content works and what doesn't – packed with ideas to implement now!
3. Agenda
Why? – the benefits of Content Marketing
Framework – 5 steps to Content Marketing
Success on LinkedIn
Golden Rules – essential considerations
for every post on LinkedIn
Winning Content – content that works on
LinkedIn
13. 1. Set goals
2. Define your priority audiences
3. Know your audiences
4. Plan content around your
prioritised audiences
You need to get organised
14.
15. 15
Make sense of the mass
Candidates Clients
Australia
New Zealand
Singapore
Australia
Consultants
16. So who is your target and what are they
on LinkedIn to learn about?
17. 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.
Segment + profile your audience
18. 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?
34. Organic: Your Followers and
connections will see your content.
Earned: They may spread this further
through social amplification if the
content is relevant and engaging.
Paid: To reach a wider audience, or to
push your message out at scale
quickly consider advertising
How far do you reach?
Organic
Earned
Paid
35. Click-through rates for content on
LinkedIn desktop are 10x as high as
traditional display ads.
Content generates 6x more
engagement than jobs.
Expand your reach with Sponsored Updates
36. Utilize deep targeting
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)
✔
38. Impressions: number of times this
update was seen
Clicks: number of times a member
clicked on the update
Interactions: number of likes, shares
or comments received on this update
Engagement: interactions divided by
impressions
How to know if your content is working
45. One aspirational mindset
347 million minds
Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Career info
Updates on brands
Current affairs
46. We see this aspirational mindset reflected in the types
of content consumed on LinkedIn
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013
Billy Ray Cyrus
National Corvette Museum
Josh Homme
Kim Kardashian
Shaun White
Katy Perry
#OneOfMyFavoriteMoviesIs
#MtSWISHMore
#SelenaNeoLaunch
You Got Served
#iHeart1D
Czechs
#thankswingman
Leadership
iPad
Cloud Computing
Employee Engagement
Online Advertising
Self-esteem
Web marketing
Internal Communication
Business
Real Estate
48. 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.
- David Ogilvy
53. There’s nothing better than video to tell
a story about your company and / or
showcase your expertise.
Links to YouTube videos can play
directly in your LinkedIn feed and
generate 75% higher share rate.
Post Video to encourage sharing
54. Good sites for creating Infographics:
• infogr.am
• easel.ly
• canva.com
Showcase interesting data visually through Infographics
55. Easily create presentations and upload
to Slideshare.
Slideshare presentations play directly
in the LinkedIn feed.
Slideshare
60. Create content for both active and passive people
Job related content
Interview tips
Jobs!
PassiveActive
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment
65. 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.
Content is up to 5x more engaging on mobile
80. Consider your audience and have a plan.
It’s ok to start small.
Remember you don’t have to go it alone.
Have fun!
A few key concepts I want to leave with you