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The right content strategy to attract the right talent

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The right content strategy to attract the right talent

What we’ll cover today
1. Branding for influence to drive quality hires
2. Influencing with content marketing
3. Developing your content strategy
4. Content hints and tips
5. Client case study

Published in: Recruiting & HR
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The right content strategy to attract the right talent

  1. 1. The Right Content Strategy to Attract the Right Talent ©2014 LinkedIn Corporation. All Rights Reserved. Margie Kwan Solutions Consultant Brand & Communications , APAC
  2. 2. TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. Agenda 1. Branding for influence to drive quality hires 2. Influencing with content marketing 3. Developing your content strategy 4. Content hints and tips 5. Client case study
  3. 3. TALENT SOLUTIONS Our customers’ talent needs are constantly diversifying Business model changing…need different capability We need to build a more diverse workforce We’ve defined our EVP, but talent still doesn’t understand us. We need to source talent from overseas Strong consumer brand but misconceptions about us as an employer Quality of Hire
  4. 4. TALENT SOLUTIONS Increase quality of hire by branding for influence ©2014LinkedIn Corporation. All Rights Reserved. 4 Source: Corporate Executive Board Quality applications 54% Quality shortlist 22% Quality hires 9%
  5. 5. TALENT SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 5 The world’s best Talent Acquisition professionals and Marketers think the same
  6. 6. TALENT SOLUTIONS Influence talent at all stages of the decision cycle 6 Awareness Consideration Preference Conversion Advocacy 60% of the decision is made before contact with a sales person Social media has made this easy than ever before
  7. 7. Influencing with content marketing ©2012 LinkedIn Corporation. All Rights Reserved. 7 INFLUENCING THROUGH…..
  8. 8. TALENT SOLUTIONS 8 Producing information that engages your target audience to educate and convert. Content Marketing
  9. 9. TALENT SOLUTIONS 9 Success in marketing today is not based solely on quantity; quality of engagement is essential. Content makes people aware of your business – this is the first step towards getting anyone to apply. Why use content?
  10. 10. TALENT SOLUTIONS 10 Engage, Educate, Convert.
  11. 11. TALENT SOLUTIONS Build your brand with your audience over time 11
  12. 12. TALENT SOLUTIONS 12 “We thought to ourselves what a dream it would be if our ideal audience would just call us instead…” Talent
  13. 13. TALENT SOLUTIONS Talent Landscape 13 0% 20% 40% 60% 80% 100% Active Passive
  14. 14. TALENT SOLUTIONS 0% 20% 40% 60% 80% 100% Active The content you produce should match the market 14 Passive
  15. 15. Developing your content strategy ©2012 LinkedIn Corporation. All Rights Reserved. 15
  16. 16. TALENT SOLUTIONS Develop audience personas 16 Who is your ideal candidate? 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. Put this content in the right places.
  17. 17. TALENT SOLUTIONS What content is your target interested in? 17 “Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.” IT professionals IT professionals in banking Senior IT professionals in banking
  18. 18. TALENT SOLUTIONS Create and Distribute Content 18  Which channels are most relevant for our audience?  Where will the content link back to?  How are we tracking value?  Who will be responsible for the follow up and moderation?
  19. 19. ©2012 LinkedIn Corporation. All Rights Reserved. 19
  20. 20. TALENT SOLUTIONS Create a Content Calendar 20  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?
  21. 21. TALENT SOLUTIONS  Job related content  Interview tips  Jobs! 21 Create content for both active and passive people Active Content Passive Content  Industry content  News from your business  Projects  Events  Career advice  Entertainment “I do not regard advertising as entertainment or an art form, but as a medium of information.”
  22. 22. TALENT SOLUTIONS Creating vs. Curating 22 0% 20% 40% 60% 80% 100%
  23. 23. TALENT SOLUTIONS Where to find content… 23
  24. 24. TALENT SOLUTIONS The importance of a good headline 24 “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.” 0% 20% 40% 60% 80% 100%
  25. 25. TALENT SOLUTIONS Expanding your audience 25  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
  26. 26. TALENT SOLUTIONS Touch 1: Welcome Pack Convert talent with strong Calls to Action 1. Generate Leads CTA Attract visitors and turn them into leads. Examples: End of post, web side bar, online ads 3. Social Sharing CTA Effective, simple way for talent to be your brand ambassadors Examples: Blog posts, infographics 2. Form Submission CTA Drive candidates to your talent pipelines Examples: Landing pages, content download
  27. 27. TALENT SOLUTIONS Jobs Talent Direct Career Pages Sponsored Updates LinkedIn Solutions influence talent decision-making ©2013 LinkedIn Corporation. All Rights Reserved. 27 Recruitment Advertising Work With Us Awareness Advocacy Brand awareness - attract ideal audiences at scale Engage with targeted communications Build talent communities Outreach to priority roles (buyers) Hire Consideration Preference Conversion
  28. 28. TALENT SOLUTIONS Our customers’ talent needs are constantly diversifying Business model changing…need different capability We need to build a more diverse workforce We’ve defined our EVP, but talent still doesn’t understand us. We need to source talent from overseas Strong consumer brand but misconceptions about us as an employer
  29. 29. TALENT SOLUTIONS Key takeaways 1. Seek to provide guidance and influence talent to make the right decision for them 2. Understand your target audience 3. Engage by creating, sharing and distributing relevant content 4. Have a strong call to action to convert candidates 5. Reach a wider audience through media
  30. 30. TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. 30 Margie Kwan Solutions Consultant mkwan@linkedin.com

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