As talent acquisition and marketing become more and more blended, what key content marketing tricks do you need to succeed? Learn effective tactics and techniques that will help you begin publishing your own content to engage candidates and drive recruiting results. Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj

1. Blog, Post & Publish:
Content Marketing for Recruiters
Emily Brewer - Van Norden
Senior Manager, Global Marketing
SapientNitro
@ebrewer
Sejal Patel
Social Media Strategist
Intel
@smileysejalee

2. Emily Brewer-Van Norden
Senior Manager, Global Marketing
SapientNitro
ebrewer@sapient.com
www.linkedin.com/in/emilyvannorden
Twitter: @ebrewer

3.  Increasingly competitive landscape
 Rapid changes in technology
TALENT
HURDLES
 Mobile
 Social media conversation
 Need to stand out
3

4. (GOOD)
CONTENT MIGHT HELP
YOU OVERCOME
SOME OF THOSE
CHALLENGES
4

5. Content should
ENGAGE & EXCITE
5

6. Connect
PEOPLE &
PERSPECTIVES

7. By connecting
BRAND TO
EXPERIENCE

8.  Content marketing is the voice of the
brand. Things that help articulate
your brand story and if done well —
engage your audience.
CONTENT
MARKETING
 And if done really well — calls your
customer to action.
 And if you are nailing it — it turns
passive content consumers into
customers, business leads,
candidates hired, etc.
 Basically — content marketing done
well drives brand reputation and
recognition and business impact
8

9. VALUES BASED
CREATIVE
CUTTING EDGE
WHO
PEOPLE FOCUSED
INNOVATIVE
IRREVERENT
INSPIRATIONAL
RELEVANT
9

10.  Be authentic
 Curate your content experience
HOW
 Bring diversity of perspective
 Quality versus quantity (and amplification)
 Focus efforts & keep it manageable to help
achieve goals
10

11.  A strategy
 A plan
 Give them something they want
APPROACH
 Become a curator
 People and culture
 Blogs
 Social channels
 Internal communications
11

12. A LITTLE ABOUT US

13. IT ALL STARTED WITH
2 GUYS IN
A BASEMENT,
A FEW CREDIT
CARDS,
AND AN APPETITE TO
CHANGE THE WORLD.
13

14. Our founding vision was
KICK A**
AND BE KNOWN FOR IT.
14

15. MY HOW WE’VE GROWN
38
5
CITIES
CONTINENTS
11,000+ $1 Billion+
PEOPLE
IN REVENUE
15

16. OUR CLIENTS
16

17.  Highlight our people and our culture
SAPIENTNITRO’S
TALENT BRAND
 SHOW why we are different
 Employee Ambassadors
 Blog and Video
17

18.  Build our talent brand
 Impact talent pipeline
RESULTS
 Engage our employees
 Increase morale
 Decrease attrition
18

19. Tenure
19

20. Gender Diversity
20

21. Veterans
21

22. Corporate Social
Responsibility
22

23. Internships
23

24. Campus
24

25. Careers Page
25

26. LinkedIn
26

27. Engaging With Your Content
226 Clicks
98 Interactions
25.3K Impressions
1.28% Engagement
140 Clicks
40 Interactions
19.1K Impressions
0.94% Engagement
27

28. Increased Follower Base by Over 200%
Followers Per Month
11.2k Followers
October 2012
24.8k Followers
August 2013
28

29. Talent Brand Index Climbed 6%
8.0%
August 2012
16.4%
January 2013
22.3%
August 2013
©2013 LinkedIn Corporation. All Rights Reserved.
29

30. CONTENT MARKETING & YOUR TALENT BRAND:
DON’T CREATE FANS…
CREATE
FANATICS!
30

31. Blog, Post & Publish:
Content Marketing for Recruiters
Sejal Patel
Social Media Strategist, Enterprise Talent Organization
@smileysejalee

32. Intel Social Media Guidelines
32

33. Intel on Social Media
Over 22
million fans
Over 2
million
followers
Over 485k +s
Almost 6k
followers
32k+
followers
Over 485k +s
33

34. Jobs at Intel on Social Media
Over 25k
fans
320k+
followers
Over 21k
followers
~50k visitors
annually
Over 485k +s
34

35. Employer Brand Objective and Goals
Objective:
Humanize Intel and provide insight into our culture, our
company and our career opportunities
Goals:
• Build preference for Intel as an employer of choice
• Establish and grow a relationship with our candidates
• Extend our reach to relevant candidates
35

36. Getting Started with Content
• Time
• Make it a part of your daily routine
• Patience
•
It doesn’t happen overnight
• A calendar
• ―Failing to plan is planning to fail.‖
• Money—maybe
• It helps, but it’s not necessary
36

37. Don’t just create,
share.
repurpose.
curate.
inspire.
plan.
37

38. Get Some Help – Ask for Input
38

39. 39

40. Spice it Up and Make it Pretty
40

41. Use What’s Happening Around You (Intel)
41

42. Use What’s Happening Around You
42

43. Pair Your Copy with a Picture
43

44. Steal, Tweak, Post
44

45. Be Inspired By Others
45

46. Help a Friend Out
46

47. Be Relevant, Use Your Filters
Consider Sponsoring Posts, too.
47

48. Sometimes you do better on one network than another
48

49. Treat Each Network Individually
Facebook
Personal source of
information
Blog
Twitter
Uninterrupted
source of
information
Constant
source of
information
LinkedIn
Over 485k +s
Professional source of
information
49

50. Celebrate the Sweet Spot
We RTed it from the @intel account. These
are their stats on it.
50

51. My Takeaways
• Act with a purpose
• Don’t be noisy but don’t be dormant.
• Quality over quantity. Think 5-1-1.
• ―Viral content‖ is not a goal.
• Audience/business balance
• Understand your audience and their expectations. Be relevant.
• ―So what?‖
•
Brand&Voice
• ―Should Intel be doing this? Talking about this? Saying this?‖
• The Intel Social Persona: Your friend, the genius
• Be Human
• Engage and respond
• Every day brings a new beginning and a new lesson
51

52. Social Media is about people.
Be one. Treat them like one.
sejal.patel@intel.com
www.linkedin.com/in/smileysejalee
@smileysejalee
52

53. Sejal Patel
Social Media Strategist, Enterprise Talent Organization
Intel
sejal.patel@intel.com
www.linkedin.com/in/smileysejalee
@smileysejalee
53