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Nurturing Talent Pools Through Content on LinkedIn
September 2016
• Basics of posting and targeting Company Page status updates
• How to create content when time and resources are limited
...
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
What is content marketing?
Any marketing that involves t...
Content is being created,
consumed and shared at a speed
and scale never seen before
NewsCred, 2014
50%
Company Page Status Updates
Visit LinkedIn Help Center (https://www.linkedin.com/help/linkedin/ask) for Company Page Admin...
Content is pushed into the LinkedIn newsfeed on
desktop, mobile, and tablet
1 in 10 hires have engaged with a
company’s status update
Step 1: Develop your content
Step 2: Share your content
Step 3: Amplify
Step 4: Measure and adjust
Step 1: Develop your content
• Do you have an agency blog? Re-purpose material!
• Share a job opportunity that’s key to your organization
• Explain why...
Ask yourself: Would my target audience read or share this?
5 tips to keep in mind
Be conversational
Keep it short
Be visua...
Including a link can
drive twice the
engagement compared
to posts without links.
Posts with images
generate 98% higher
com...
Strong Content Examples
Strong Content Examples
You can also curate existing content
Step 2: Share your content
5 Steps to Boosting Your Talent Brand Through Content 20
Your status updates today are pushed to your
LinkedIn Followers, a warm pipeline of talent
More likely to apply for
a job ...
You can target your status updates to a subset of
your Followers
Step 3: Amplify
How to increase engagement with your content
Inform them about your talent branding efforts and how they play a key role in
helping attract great talent.
Ask your empl...
25
450M+
(+2 every sec)
Sponsored Updates
reach the entire LinkedIn network
LinkedIn Member Population
Company Updates onl...
5 Steps to Boosting Your Talent Brand Through Content 27
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry...
Step 4: Measure and adjust
How to know if your content marketing is working
5 Steps to Boosting Your Talent Brand Through ...
Key Metrics
Impressions: number of times this update
was seen
Clicks: number of times a member clicked
on the update
Inter...
LinkedIn Sponsored Updates provides more granular reporting
Are professionals from relevant companies and functions
interacting with our Sponsored Updates?
We want leads!
1. Content is pushed to your target
audience
2. Set up Landing Page with message
tailored to your target au...
Step 1: Develop your content – Does it provide value?
Step 2: Share your content – Start with your Followers
Step 3: Ampli...
What have you learned?
What take-aways do you have?
What will you do differently today?
Thank you for joining!
Nurturing Talent Pools Through Content on LinkedIn [webcast]
Nurturing Talent Pools Through Content on LinkedIn [webcast]
Nurturing Talent Pools Through Content on LinkedIn [webcast]
Nurturing Talent Pools Through Content on LinkedIn [webcast]
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Nurturing Talent Pools Through Content on LinkedIn [webcast]

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Strong content can establish relationships with candidates and enhance their perception of your talent brand. Providing information that helps candidates professionally builds trust and positive feelings toward your organization. Is your Federal agency taking full advantage of its LinkedIn Company Page posts to attract talent?
This presentation from Lisa Shah, LinkedIn Federal Branding Consultant, teaches you how to get started with content marketing and tips for using it to nurture relationships with the top talent you need.

Learn more about our solutions here: http://bit.ly/2cHdy43

Published in: Recruiting & HR
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Nurturing Talent Pools Through Content on LinkedIn [webcast]

  1. 1. Nurturing Talent Pools Through Content on LinkedIn September 2016
  2. 2. • Basics of posting and targeting Company Page status updates • How to create content when time and resources are limited • The importance of engaging your LinkedIn Follower base through content • How to amplify the reach of your content in front of key talent pools Topic we’ll cover… Lisa Shah Federal Talent Brand Consultant
  3. 3. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS What is content marketing? Any marketing that involves the creation and sharing of media and publishing content in order to acquire customers (-or in our case, to acquire talent)
  4. 4. Content is being created, consumed and shared at a speed and scale never seen before NewsCred, 2014
  5. 5. 50%
  6. 6. Company Page Status Updates Visit LinkedIn Help Center (https://www.linkedin.com/help/linkedin/ask) for Company Page Administrator questions
  7. 7. Content is pushed into the LinkedIn newsfeed on desktop, mobile, and tablet
  8. 8. 1 in 10 hires have engaged with a company’s status update
  9. 9. Step 1: Develop your content Step 2: Share your content Step 3: Amplify Step 4: Measure and adjust
  10. 10. Step 1: Develop your content
  11. 11. • Do you have an agency blog? Re-purpose material! • Share a job opportunity that’s key to your organization • Explain why a job at your company matters • Highlight the qualities you’re looking for • Share “a day in the life” • Upcoming events and career fairs • Share relevant articles showing you’re a thought leader in your industry Don’t overthink it…
  12. 12. Ask yourself: Would my target audience read or share this? 5 tips to keep in mind Be conversational Keep it short Be visual Offer snackable tips Include a call to action
  13. 13. 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. Content Best Practices Try to keep posts to 120 characters or less for optimal performance
  14. 14. Strong Content Examples
  15. 15. Strong Content Examples
  16. 16. You can also curate existing content
  17. 17. Step 2: Share your content 5 Steps to Boosting Your Talent Brand Through Content 20
  18. 18. Your status updates today are pushed to your LinkedIn Followers, a warm pipeline of talent More likely to apply for a job than a non- Follower3x Follow an organization because they’re interested in learning about job opportunities 70% 78% More likely to accept an InMail from your recruiters 5,412 followers All Followers are accessible to see in your LinkedIn Recruiter platform 320,186 Followers
  19. 19. You can target your status updates to a subset of your Followers
  20. 20. Step 3: Amplify How to increase engagement with your content
  21. 21. 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.
  22. 22. 25 450M+ (+2 every sec) Sponsored Updates reach the entire LinkedIn network LinkedIn Member Population Company Updates only reach your pool of XYZ followers With Sponsored Updates you can build the same kind of relationships with talent outside your followers
  23. 23. 5 Steps to Boosting Your Talent Brand Through Content 27 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
  24. 24. Step 4: Measure and adjust How to know if your content marketing is working 5 Steps to Boosting Your Talent Brand Through Content 28
  25. 25. 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 Organic updates have an Avg. Engagement rate of 0.98% Sponsored updates have an Avg. Engagement rate of 0.44% How to know if your content is working
  26. 26. LinkedIn Sponsored Updates provides more granular reporting
  27. 27. Are professionals from relevant companies and functions interacting with our Sponsored Updates?
  28. 28. We want leads! 1. Content is pushed to your target audience 2. Set up Landing Page with message tailored to your target audience 3. Use unique URL to direct your status updates clicks to Landing Page LinkedIn Opportunity
  29. 29. Step 1: Develop your content – Does it provide value? Step 2: Share your content – Start with your Followers Step 3: Amplify – Leverage your employees and Sponsored Content Step 4: Measure and adjust In Conclusion
  30. 30. What have you learned? What take-aways do you have? What will you do differently today?
  31. 31. Thank you for joining!

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