The Power of Media and Content


Published on

This is a presentation from our recent webcast 'The Power of Media and Content'. Part II of the Social Recruiting series for Staffing, Search and Recruitment agencies with Alex Charraudeau.

This presentation will provide a five step fail proof guide to put your social media plan into practice, and ideas you can implement immediately to get ahead of your competition using LinkedIn.

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

The Power of Media and Content

  1. 1. The Power of Media and Content Part II of the Social Recruiting series for Staffing, Search and Recruitment agencies with Alex Charraudeau #Staffing #HireToWin
  2. 2. #STAFFING #HIRETOWIN Alex Charraudeau  Ex-recruiter  5 years as a recruitment marketing guy  Web design, development, brand strategy, search marketing, email marketing, social media strategy  At LinkedIn I help recruiters get the most out of LinkedIn ABC (Always be connecting) LinkedIn Twitter Google+
  3. 3. #STAFFING #HIRETOWIN The Power of Media and Content  Introduction to content marketing  Audience segmentation  3 steps to content marketing  5 key content stats  Where media meets social 3
  4. 4. An introduction to content marketing 4
  5. 5. #STAFFING #HIRETOWIN 5 Producing information that engages your target audience to educate and convert. Content Marketing
  6. 6. #STAFFING #HIRETOWIN 6 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?
  7. 7. #STAFFING #HIRETOWIN 7 “We thought to ourselves what a dream it would be if our ideal audience would just call us instead…”
  8. 8. Segmenting your audience 8
  9. 9. #STAFFING #HIRETOWIN Why segmentation matters 9  68% of members want to see relevant and insightful content.  B2B companies that blog related to their industry generate 67% more leads per month than those who do not blog.  58% of consumers trust relevant editorial content.  78% of chief marketing officers think targeted custom content is the future of marketing.
  10. 10. #STAFFING #HIRETOWIN 10 10 Make sense of the mass Clients Candidates Existing Clients New Clients JAVA developer .Net Developers Technical candidates Non-technical candidates UK professionals APAC professionals
  11. 11. #STAFFING #HIRETOWIN 11 11 How to segment your audience  Industry – Public Sector, Oil and Gas, IT, Marketing  Functional split – IT, Engineering, Marketing, Sales, Finance  Skills split – JAVA, Qualified Accountant, B2B Marketing, Management  Geographical split – Local, National, International  Thematic split / interest split – Sport, Entertainment, Industry Insight, Events
  12. 12. 3 steps to content marketing 12
  13. 13. #STAFFING #HIRETOWIN Content planning 13 Your target market is your ideal candidate, so 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.
  14. 14. #STAFFING #HIRETOWIN Creating a content calendar 14  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?
  15. 15. #STAFFING #HIRETOWIN 15 Content pyramid schemes One white paper 3 news articles 7 blog posts 25 group discussions 150 Tweets
  16. 16. #STAFFING #HIRETOWIN Creating and distributing content  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? 16
  17. 17. 5 key content stats 17
  18. 18. #STAFFING #HIRETOWIN Video gets 100% more likes/shares than other content  Video is one of the hardest types of content to produce, but has some of the highest value in terms of engagement.  Web pages with video content on them increase the number of people completing an action (like an application) by 45%.  Video can be used across most channels.
  19. 19. #STAFFING #HIRETOWIN 33% of all brand impressions come from shared/liked content on LinkedIn  People who aren’t following you or connected with you need a clear path from the content you distribute back to a conversion point. This will help change the viewer into either a CV or a job specification from a client.  Your content has to link directly to your services and information about your business. Ensure that the content you are sharing demonstrates your relevancy in that market.  Create content that is easy to share. Add clearly signposted social sharing buttons.
  20. 20. #STAFFING #HIRETOWIN 56% of B2B marketers create content in-house exclusively, an increase of 18% over 2011  Home-grown content is always going be more relevant and will improve your brand’s perception.  Creating good quality content takes time – focus on producing at least one high quality piece of content per market per quarter.  Remember that good content can be used in more than one way.
  21. 21. #STAFFING #HIRETOWIN 90% of consumers find custom content useful. 78% believe that organisations behind content are building relationships  Outline what the next steps are for some one who has seen your content.  How can people receive more of this valuable information?  Plan how you will continue to market to your audience on an on-going basis to build a relationship. Give them something to look forward to!
  22. 22. #STAFFING #HIRETOWIN Companies experience up to 400% increase in conversions by pointing candidates to highly targeted landing pages  If you are building landing pages on your own site make sure there is relevant information next to it – such as jobs or related content.  Build out Facebook apps to convert people reading your content.  When using LinkedIn build a Career page so that your traffic can find jobs
  23. 23. Reach a wider audience on LinkedIn 23
  24. 24. #STAFFING #HIRETOWIN Organic, earned and paid audiences  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
  25. 25. #STAFFING #HIRETOWIN Organic, earned and paid audiences  Look at the audience you want more engagement with. Build out a profile for those people – think Geography, Industry, Job Function, Seniority, Company Size, Current Company Name, School Name, Groups.  Write content, post jobs and have a relevant landing page built for those types of professionals.  Think about advertising types – own creative or viewer aware dynamic.
  26. 26. #STAFFING #HIRETOWIN Organic, earned and paid audiences  Content has to link to targeted landing pages, as does advertising.
  27. 27. #STAFFING #HIRETOWIN Organic, earned and paid audiences  Targeted advertising will increase reach within your key audiences – look at the statistics to make sure.  Track increases in key performance indicators – such as page views, new followers and job applications.  See how advertising is improving your other metrics – such as InMail response rates.
  28. 28. #STAFFING #HIRETOWIN Review – Five Steps To Content Marketing 1. Segment your audience 2. Build out a persona for your various target audiences 3. Plan your content 4. Create and distribute your content 5. Reach a wider audience through media 28
  29. 29. #STAFFING #HIRETOWIN Thank you! Please join us next time … SourceIn  Largest LinkedIn event for staffing firms.  Based in central London for consultants through to directors.  Leading industry speakers.  17th September - save the date. Always be connecting: LinkedIn Twitter Google+ 29