Content Marketing

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Content Marketing

  1. 1. Providing RelevanceinContent&Timing © 2012 Deloitte The Netherlands
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  12. 12. Cool stuff © 2012 Deloitte The Netherlands
  13. 13. © 2010 Deloitte Touche Tohmatsu© 2012 Deloitte The Netherlands
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  27. 27. Online Marketing? 2 “products”: Vacancy Event © 2012 Deloitte The Netherlands
  28. 28. Recruitment = Marketing + Relationship MGMT © 2012 Deloitte The Netherlands
  29. 29. Strategy: FindInfo processing Return Buy © 2012 Deloitte The Netherlands
  30. 30. Guiding principles: Data analysis Great website usabilitySocial Media – no direct sourcing channel © 2012 Deloitte The Netherlands
  31. 31. Target Group Penetration:Exposure: Social Content Sharing by Business (passive)Hunting: Recruiter searches online networks Hiring Manager (active) © 2012 Deloitte The Netherlands
  32. 32. 31 © 2012 Deloitte The Netherlands
  33. 33. What is the ROI of your Social Strategy?What is the ROI of 1 vacancy post on StepStone or Monster Denmark?What is the ROI of an Ad in a Danish Newspaper? © 2012 Deloitte The Netherlands
  34. 34. What is the ROI of your Social Strategy?1. candidate experience2. context (organisation culture, etc.)3. onboarding process © 2012 Deloitte The Netherlands
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  38. 38. Content Marketing Online Marketing Team puts focus on 5 basic “needs”.We need:• website visitors• them to come back• them to be able to find a vacancy of their interest• them to click on Apply Now• them to finalize the online application procedure 37 © 2012 Deloitte The Netherlands
  39. 39. Content Marketing: How? In short: 1.) Content Collection (vacancy text, photo, video, blog, newsarticle,etc.) 2.) Content Publishing 3.) Traffic Boosting with help of relevant Social Media channels 4.) Measure results & conversions If necessary repeat steps 3 & 438 © 2012 Deloitte The Netherlands
  40. 40. Results & team KPI’s Why? Minimum/ 2010 2011 KPI Time on Site You want quality 00:02:00 00:03:20 0:02:56 visits. min min min Returning Visitors Content might not 30% 34.4% 30.3% be relevant NOW, but might be in near future. Total Visitors Most vital 300,000 337,251 347,335 condition. Content can easily 10% of total Visitors via Google Organic visitors 49,008 55,765 be found, plus (14.5% of total (16.1% of total Search search engine visitors) visitors) optimized also means a pleasant website experience. Social Media is 3% of total visitors Visitors via Social Media 12,964 23,476 the traffic driver (3.8% of total (6.8% of total & conversion visitors) visitors) booster for our content marketing.39 © 2012 Deloitte The Netherlands
  41. 41. Total 2010 2011 Confirmed Applications 4,752 (100%) 4,136 (100%) Sources leading Werkenbijdeloitte/referral: Deloitte.com/referral: to most 1,008 (21.2%) 1,399 (33.8%) applications Deloitte.com/referral: Direct: 528 (11.1%) 724 (17.5%) Paid Job boards: Werkenbijdeloitte/referral: 486 (10.6%) 601 (14.5%) Direct: Google/Organic: 458 (9.6%) 599 (14.5%) Google/Organic: Non-paid vertical job board: 250 (5.3%) 207 (5%) Non-paid vertical job board: Google/Search Engine Advertising: 80 (1.7%) 119 (2.8%) Social Media: Social Media: 56 (1.2%) 108 (2.6%)40 © 2012 Deloitte The Netherlands
  42. 42. @LennartSloofhttp://nl.linkedin.com/in/lennartsloof © 2010 Deloitte Touche Tohmatsu © 2012 Deloitte The Netherlands

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