This document provides details about a content marketing workshop, including the agenda, attendee information, and a discussion of building an effective content plan. The key points covered are: - The workshop agenda runs from 9:15 to 12:00 and includes introductions, building a content plan, breakout sessions, and discussions on overcoming struggles and measuring success. - Attendees share their current ad-hoc approaches to content planning and goals to implement more formalized strategies. - Creating a content plan involves determining timing, types of content, and sources. Sample plans include company news, industry updates, careers information and employee spotlights posted weekly. - Metrics like jobs views, the LinkedIn Talent

1. Content Crash-Course
November 2015
Wifi details
Username: london-guest
Password: LinkedIn-UK

2. Agenda
9:15 - 9:30 – Introductions
9:30 - 10:30 – Building an effective content plan for recruitment
10:30 - 11:00 – Breakout Session: Smaller Group Discussions
11:00 - 11:30 – Share your findings with the room
11:30 – 12:00 – Overcoming internal struggles: Wider Group Discussion
12:00 – Wrap Up & Photo
2

3. 3
Who is in the room?

4. Why are we here?

5. Rethinking the myths…

6. LinkedIn Members
consume
content 6x
times more
than they
do jobs
Rethinking the myths…

7. 7
So why does this matter for
Recruitment teams? (and not just
marketing)
Because Content
is proven to drive
bottom line hiring
results

8. Companies who post at least
1 status update / week on LinkedIn…

9. Get 40%
more views to
their LinkedIn
job postings.

10. and 25%
more apply
clicks

11. So, where do we start?

12. Things to think about
Plan
Develop
Share
Measure

14. 14
How do you currently plan your content?
“Currently it is ad-hoc but the ambition for 2016 is introduce a plan for a defined section of the business and,
depending on results, look to extend this across the wider company portfolio.”
“Ad-hoc approach at the moment. Looking to build a plan that links with internal strategy”
“Try to plan ahead but only weekly. Also, ad-hoc approach on top of the planned stuff.”
“Currently it is ad-hoc and sporadic. Would like to move to a content strategy model.”
“We only really have a content plan for our graduate campaign each year which is set up be our media agency
and mainly focused on Facebook. All our other content is very ad hoc and unplanned.”

15. Mar AprFeb Jul AugJunMay Sep Oct Nov DecJan
IT
Think about the year ahead and where recruitment will be focusing
Graduates
Risk
Sales

16. Who is your audience and what are they interested
in?

17. 17
Build Your Content Plan - Timing
Things to consider at this stage (don’t worry about source/type yet!):
1.Who is responsible for execution of the plan?
2.How many updates do you plan on pushing out and when?
Technology Content Plan - December
Week 1 Week 2 Week 3 Week 4
Monday Update Update Update Update
Tuesday
Wednesday Update Update Update Update
Thursday
Friday Update Update Update Update

19. 19
2 things to consider
1. What type of content do we need?
2. Where will we source this content?

20. What type of content do we need?
20

21. 21

22. 22
Create content for both active & passive members
 Job related content
 Interview tips
 Employee ambassadors
 Jobs!
Active Content
 Industry content
 News
 Projects
 Events
 Market mapping
 Salary surveys
 Career advice
 Entertainment
Passive Content

23. 23
Company News Careers NewsIndustry News

27. 27
Technology Content Plan - December
Week 1 Week 2 Week 3 Week 4
Monday Industry Update
- Link
Industry Update
- Link
Industry Update
- Link
Industry Update
- Link
Tuesday
Wednesday Company
Update –
Link/Video
Company
Update –
Link/Video
Company
Update –
Link/Video
Company
Update –
Link/Video
Thursday
Friday Careers Update
– Employee
Spotlight
Careers Update
– Employee
Spotlight
Careers Update
– Employee
Spotlight
Careers Update
- Employee
Spotlight

28. Where will we source this content?
28

30. Ninja tip on finding top, relevant, most engaging 3rd party content.
30
A killer source for curated content!

31. Content Highlights:
Industry News

32. 32
Industry News

33. 33
Industry News

34. 34
Industry News - Diversity

35. Content Highlights:
Culture

36. Culture

37. Culture

38. Content Highlights
Company News

39. 39
Company News

40. 40
Company News

41. 41
Company Heritage

42. 42
Company News

43. 43
Company News

44. Content Highlights
Careers News

45. Careers Info

46. 46
Careers Info

47. Content Highlights:
Employee Spotlights

48. 48
Employee Spotlight

49. Employee Spotlight

50. 50
Employee Spotlight

51. Content Highlights:
Events & Awards

52. 52
Events & Awards

53. 53
Events

54. Employer Branding Video Content

55. 55

56. 56

57. 57

58. 58
4

59. How do you measure your content?
59

60. 60

61. 61
Additional Metrics to Consider
• Job Applications/Views
• LinkedIn Talent Brand Index
• LinkedIn Content Marketing Score

62. 62

63. Break into groups of 4 and discuss the following 3 topics:
If you had to pin-point one activity that has helped to drive success of your
content efforts to date, what would that be and why?
If you could turn back the clock and start this year over, what would you have
done differently from a content perspective? (i.e. what mistakes have you made!)
What type of content is working best for you right now?
30 mins
Breakout Session
63

64. Overcoming Internal Struggles – Group Discussion
 Engagement of business leaders/key stakeholders to share content
Cross-functional partnership – Marketing ‘own’ the content strategy
Permission to post certain content

65. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 65