This is the second session of LinkedIn September Webcast Series for Staffing Professionals. 97% of staffing professionals are currently using social media, but 85% aren’t sure what tools are best or how to use them. This session will help you to start sharing your content, and provide you with strategies to maintain a dialogue and develop digital relationships with your target audiences.

1. How to get people to interact with your
business online
Part 2 of 3 in the Build, Engage, Recruit Series

2. 2
Jonathan Gaskell
Senior Account Director
 7 years Contingency/ Search Experience
 Helping my clients to build, engage and
recruit
LinkedIn: /JonathanGaskell1 Twitter: @jgaskell78

3. Agenda
1. It starts with your profile…
2. Saying the right thing at the right time to the right people
3. Introduction to Content Marketing
4. Posting Updates
5. What works on LinkedIn

4. It starts with you!
4

5. 5

6. 7

7. Say the right thing
at the right time
to the right people

8. 9

9. Introduction to Content
Marketing
10

10. 11
Content Marketing:
​Producing information that engages
your target audience to educate and
convert
Success in marketing today is not
based solely on quantity; quality of
engagement is essential.

11. 12

12. 13
Engage, Educate, Convert.

13. Companies who post at least
1 status update / week on
LinkedIn…

14. Get 40%
more views
to their
LinkedIn job
postings.

15. and 25%
more apply
clicks

16. Recruiters are becoming marketers.
Marketers are becoming sales people.
"Like it or not, we are all in sales now"
Daniel Pink. To Sell Is Human
17

17. 18
Social media, social selling and content
marketing is not just your job…
Everyone in your business needs to be
involved.

18. Views Actions
Business
outcomes
1 2 3

19. 20
“You cannot bore people into buying”
Ogilvy

20. 21
Good content? Think TED Talks.
Sees 1.5m views a day – which is 17
new views every second every day…

21. Posting Updates

22. 23
Creating 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?

23. 24
Test your updates!

24. 25
Test your updates!

25. 27
In the last month 100% of the top 50
most engaging updates included either
images or videos.

26. 28
Select your images

27. 29
Test your updates!

28. What works
30

29. 31
Perfect content for active / semi-active candidates

30. 32
Humour, images and an understanding of the market – a winner

31. 33
Great way to introduce the team with a strong image

32. 34
Link to articles – this gets 45% more engagement

33. 35
Leading with statistics can help drive up clicks.
Images with numbers stick out.

34. Extend your reach

35. 37
Extend your reach
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

36. 38
Sponsored Updates
Click-through rates on
desktop LinkedIn are
10x as high as
traditional display ads.
Content generates 6x
more engagement
than jobs.

37. 39
Sponsored Updates
HR professionals
HR professionals in
Oil and Gas
Senior HR
professionals in Oil
and Gas
Senior HR
professionals in Oil
and Gas at ENI
One of the most
targeted ad products
on LinkedIn
Target on:
– Seniority,
Function, Industry,
Job title,
Geography,
Current Company,
School, Skills,
Groups

38. Views Actions
Business
outcomes
1 2 3

39. 5 things to do today!
1. Check out your profile and those of your colleagues.
2. Figure out what you need to say and to whom.
3. Start posting content to those different audiences.
4. Reach outside of your existing Followers.
5. Build awareness at scale, engage at scale and convert at scale.