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I segreti del Content Marketing per le società di ricerca e selezione del personale


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Come le società di ricerca e selezione del personale e le agenzie di staffing possono utilizzare il content marketing per trovare nuovi clienti, assumere consulenti e piazzare sempre più candidati. Webcast presentato da Cristina Arbini il 25 ottobre 2016.

Published in: Recruiting & HR
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I segreti del Content Marketing per le società di ricerca e selezione del personale

  1. 1. Cristina Arbini Media Solutions Consultant - @cristinaarbini I segreti del content marketing per le società di ricerca e selezione
  2. 2. Agenda  The Importance of Content Marketing  Building Your Content Strategy  Engage Professionals with Best in Class Content  Useful Tips
  3. 3. The Importance of Content Marketing
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  12. 12. 12 70% of professionals spend 20% of their time online for professional content consumption Professionals are Content Addicts… Source: « The Mindset divide: Spotlight on content », LinkedIn in association with Millward Brown
  13. 13. The LinkedIn members on the forefront of content revolution are leading the way by consuming and sharing professional content in record amounts. We call these folks “Content Revolutionaries.” They are the audience you want to tailor your content for. Source: « The 2014 Professional Content consumption Report », LinkedIn 61% Of content revolutionaries* consider professional content necessary for success …they Consume Content to Get Better at Their Jobs
  14. 14. 14 How is Content Helping Professionals? Source: « The 2014 Professional Content consumption Report », LinkedIn
  15. 15. 15 LinkedIn is THE best source for professional content Source: « The 2014 Professional Content consumption Report », LinkedIn
  16. 16. Building Your Content Strategy
  17. 17. 17 You need to get organised! STEP 1: Plan Define your audience and build a content calendar STEP 2: Develop your content Curating and creating STEP 3: Share your content Where, when and how to publish STEP 4: Amplify How to increase engagement with your content STEP 5: Measure and Adjust Get better at what you’re doing
  18. 18. Set Goals Some questions to help you getting started: 1. Who are you? What makes your company unique? What is your Employee Value Proposition (EVP)? 2. Who do you want to speak to? Who is your target audience? What are their interests / problems your can solve? 3. What do you want to achieve? What is your main focus? Drive Awareness / engagement? Clicks / external Traffic? 4. What do you have? Do you have existing sources of content? Is there a need for content creation / curation?
  19. 19. 19 Tailor your content strategy to your audience What your audience wants to hear What your brand has to say Audience #1 Audience #2 Audience #3 Editorial pillar #3 Editorial pillar #2 Editorial pillar #1
  20. 20. 20 Content: where to find it? 1. Discover: define 3 to 4 editorial pillars that best illustrate your company DNA / values / mission 2. Curate/Create: fuel your strategy by creating / curating content
  21. 21. 21 Developing a content plan / calendar
  22. 22. 23 Stats to keep in mind for irresistible updates
  23. 23. Best time to post To maximize your chances to make it to your followers’ newsfeed, try to post your update when members are usually browsing LinkedIn.
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  25. 25. Sponsor your best updates to drive awareness and generate leads! • Engage talent through relevant and tailored content on desktop & mobile • Build brand and relationships with targeted members outside of your Follower base • Publish content at scale • Establish thought-leadership • Generate awareness of your company and job opportunities • Promote news or upcoming events 440M LinkedIn Members Company Followers
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  27. 27. 29 How do I know if my content marketing is working? FOLLOWERS GROWTH IMPRESSIONS ENGAGEMENT (Likes, Comments, Shares) CONTENT MARKETING SCORE CLICK-THROUGH RATE # OF LEADS GENERATED
  28. 28. Engage professionals with Best in Class Content
  29. 29. For the first time in the history of media you can engage with the world’s professionals in one place
  30. 30. 61M senior-level influencers 40M decision makers 10M opinion leaders 6M C-level execs 22M Mass Affluent 4M IT decision makers 450Mprofessionals are on LinkedIn The largest global community of professionals
  31. 31. 9 billion content impressions / week 15X content vs job postings in the feed 57% mobile Professionals engage with purpose – and with content
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  35. 35. Decison Makers ITALY*: 31.688 *data has been pulled from a research in recruiter: Geo: Italy– Function: Business Dev, Sales, MKTG, Finance - Seniority: CXO, Partner, Owner, VP, director – Industry: all in Information Technology and Electronic Manufacturing Where they work: Which content they Engage with: Years of Experience
  36. 36. Market to Who Matters: Decision Makers
  37. 37. Help Decision Makers to solve their problems 39 How Staffing companies use content to generate leads • Leadership guide • Employee Engagement book • HR mistakes to avoid • Recruiting Middle Management • How to Hire Customer Success Rep • Leadership advices
  38. 38. 40 Lead Capture Landing Page to collect leads Targeted Ads Sponsored Updates Lead Capture Page Recruiter Folder Our systems put your ads and content in front of a targeted audience of candidates and/or customers A simple landing page invites the candidate or customer to get in touch with one click Leads are filtered directly into a Recruiter folder
  39. 39. Useful Tips
  40. 40. 42 Post updates according to Talent Landscape
  41. 41. 43 The content you share should match your audience
  42. 42. Valuable to Share Snackable Easy to Consume 45 The Content Marketing Sweet Spot
  43. 43. 46 You don’t need to
  44. 44. More visuals, please. The brain processes images faster than text, so the image used in your update will be your first impression. GE has long been known for their visual branding. A powerful image, can make scrolling through a news feed a more interesting and rewarding experience. Visuals
  45. 45. Be more impactful with videos What are you trying to convey? If your story has a strong visual component, video may be the best way to get your message across. However, business videos don’t have to be stiff. People watch video to learn, to be inspired, and to be entertained. Rich Media
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  47. 47. (Better) Insights Through Infographics Okay, so infographics have been around for years. Their use is not new, but marketers are getting better at effectively using them to convey stories and deliver meaningful insights. Use infographics as a way to enticing your audience to learn more by providing up-front value with a call-to-action. Infographics
  48. 48. Life at [your company] Give Sneak Peeks what your offices look like & what is happening “backstage”. Break the fourth wall and give an authentic look at your company’s values proposition. Authenticity
  49. 49. Your employees are your best ambassadors The LinkedIn Publishing Platform is only accessible to individuals, not companies. However, that does not mean a company cannot leverage it for branding. Employee activation is a rising trend, and could way for the company to showcase its expertise. The use of the native platform adds authenticity, since a member’s identity and background are validated through their LinkedIn profile. Find a Voice
  50. 50. Why so serious ? Don’t forget that professionals are human, and that a light and fun tone can stand out easily in a news feed full of serious advice and industry articles. Humor
  51. 51. Innovative Job Marketing Don’t forget that LinkedIn is a social network… and not a job board. That doesn’t mean that you can’t leverage your followers to spread a opening through the network. But add a bit of editorial thinking to it. Creativity in updates, usually leads to much more social interactions… and more virality. Creativity
  52. 52. #CasualFriday Even when you think you have nothing interresting to say… there might be something you can say. Don’t hesitate to create a weekly rendez-vous where you will share inspirational quotes, self developpement advices, productivity hacks,… Be conversational
  53. 53. 59 Questions?
  54. 54. ©2015 LinkedIn Corporation. All Rights Reserved.