Chris Harwood, Head of Social Media at Havas People, talks about the importance of building a content strategy to engage your passive talent community

1. Talent Bites, London
Chris Le’cand-Harwood
@ChrisLCH
3rd July 2014
TALENT
COMMUNITIES AND
CONTENT

2. You have a problem
The best talent have
more important things
to do than look at your
vacancies.

3. You have a problem
There are only 24
hours in one day!
− 1,440 minutes. No more.
− Never ending TO DO list
− Working
− Family
− Friends
− Life admin
− Sleeping
− (Saving The President)

4. You have a problem
There’s too much
content!
− 1.8 trillion gigabytes (doubling
every 18 months)
− Every minute there are:
− 204 million emails
− 2 million Google searches
− 48 hours of video on YouTube
− 684,000 bits of Facebook
content
− 100,000 tweets
*International Data Corporation (IDC) 2012

5. You have a problem
Talent is happier
than you think.
−80% of LinkedIn users
think they are passive
job seekers*
−70% of consumers
prefer to get articles, not
advertisements*
*LinkedIn 2013 and Northwester University: Coursera MOOC: Content Strategy for Professionals 2014

6. The solution
Think like an
editorial team
−All brands are publishers
these days
−They need to produce
relevant content
−Content with value

7. The solution
Think about your
content strategy.

8. The solution

9. Content strategy
https://chrislch.wordpress.com

10. Content strategy
https://chrislch.wordpress.com

11. Content strategy
What is “content strategy”?
− Credible and transparent content that
enhances the strategic goals of your
organisation
− Crafted to help inform a target audience.
− Distinct from content marketing (that's about
driving “customer purchase” – e.g. applying
for a job)

12. Content strategy
How do you “do content strategy”?
1. Learn strategic goals of your organisation
2. Learn about your audience
3. Plan and create content
4. Make sure people find your content

13. Content strategy
1. Strategic goals?
− Think about your organisation or team goals
− If you don’t have goals:
− You don’t have a purpose
− You don’t know what winning looks like
−You have no reason for your content to exist

14. Content strategy
2. Think about your audience
− If you don’t know them you don’t know what
really matters to them in their busy lives
− Think about what they value
− Create content they want
− They will take the time to engage with you

15. Content strategy
2. Think about your audience
− Create personas of your audience
− Do you know their needs, motivations, fears?
− What excites and inspires them?
− What are their values?
− How do they consume information?
− Where do they consume it?

16. Content strategy
3. Plan and create content
− Have a mission statement to give you purpose
and focus
1. Audience
2. Output
3. Outcome for audience
“Welcome to Inc.com, the place where
entrepreneurs and business owners can
find useful information, advice, insights,
resources and inspiration for running and
growing their businesses.”

17. Content strategy
3. Plan and create content
− Play it like the Dutch

18. Content strategy
3. Plan and create content
− Play it like the Dutch
− “Total Content”
− 5-3-2 formation
− 5 about what others say
− 3 about what you know
− 2 about your vacancies

19. Content strategy
4. Post and promote
− Chose one platform first
− Pilot 5-3-2 over 4 weeks
Build it and they will come?
− No (sorry Kevin).
Make sure people see your content
− Your talent mailing lists
− Your social media community
− Your Pay Per Click advertising
− Google, Facebook, LinkedIn, Twitter
Analyse
− Does your audience like it?
− Are there more visits to your website?

20. Things to do in July
1. Get out off the office with the team for 2
hours
2. Think about goals and audience
3. Create your own mission statement
4. Plan 10 pieces of content each fortnight
5. Analyse over 4-8 weeks
GOALS AUDIENCE

21. THANK YOU
Chris Le’cand-Harwood
Head of Social Media
Tel: 020 7022 4205
Email: chris.harwood@havaspeople.com
Twitter: @ChrisLCH
LinkedIn: http://uk.linkedin.com/in/chrislch/
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