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The Power of Media and Content 
Part II of Content Marketing Social Recruiting series for 
enterprises in the Benelux region with Marlene de Koning
Marlene de Koning 
•Employer Brand Specialist @IBM 
•Employer Brand campaign management @agency 
•At LinkedIn I help talent acquisition managers and employer brand specialist with their teams to get the most out of LinkedIn in reaching their business goals 
ABC 
(Always be connecting) LinkedIn 
Twitter
#STAFFING #HIRETOWIN 
The Power of Media and Content 
Recap 
Steps in Content Marketing 
–Step 3: Share your content 
–Step 4: Amplify 
–Step 5: Measure and adjust 
Q&A 
3
Content is being created, consumed and shared at a speed and scale never seen before 
NewsCred, 2014
5 Steps to Boosting Your Talent Brand Through Content 6 
Build 
Recruit 
1 
3 
Build your brand, 
your platform 
and talent pools 
Generate leads 
and hire staff
5 Steps to Boosting Your Talent Brand Through Content 7 
Build 
Engage 
Recruit 
1 
2 
3 
Build your brand, 
your platform 
and talent pools 
Demonstrate why 
they should do 
business with you, 
buy from you 
or work for you 
Pick up leads, 
make placement 
and hire staff
5 Steps to Boosting Your Talent Brand Through Content 8 
Step 1: Plan 
Step 2: Develop your content 
Step 3: Share your content 
Step 4: Amplify 
Step 5: Measure and adjust
5 Steps to Boosting Your Talent Brand Through Content 9 
Defining your content audience(s) 
Persona 
Professional 
Personal 
Behavioral 
Professional Value Prop 
Marketer 
Title 
Seniority 
Experience 
Skill 
Education 
Age 
Gender 
Location 
Active on mobile 
Time online 
Professional development advice; best practices for marketing; daily inspiration 
Compensation 
Work/Life Balance 
Internal Mobility 
Challenging Work 
Student 
Engineer
5 Steps to Boosting Your Talent Brand Through Content 10 
Developing a content plan 
Developing an editorial plan is key. 
Monday 
Tuesday 
Wednesday 
Thursday 
Friday 
Status Update 
We couldn’t be more excited to announce this... (insert APAC 
bit.ly) 
HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move! 
Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain: link 
Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register. 
Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact. 
Content Type 
Press release 
Job post link 
Blog post 
Event registration 
Image 
Target Audience 
Marketers 
UX designers 
Engineers 
Students 
Everybody 
Publish Where 
LinkedIn, Facebook 
LinkedIn, Twitter 
LinkedIn, Twitter 
LinkedIn, Facebook, Twitter 
LinkedIn, Facebook, Instagram, Pinterest 
Content Themes: 
Thought Leadership 
Talent Brand 
Company/product news 
Event promotion 
Just for fun
Step 2: Develop your content 
Curating and Creating 
5 Steps to Boosting Your Talent Brand Through Content 11
5 Steps to Boosting Your Talent Brand Through Content 12 
Corporate Branding Content 
PR 
Awards 
Corporate Blog 
Earnings 
Community Efforts 
Job Postings 
Powerful Talent Brand Content 
Thought Leadership 
Humor 
Video and Photos 
Employee Testimonials 
Department/ 
Individual Blogs 
Pop Culture 
The Norm 
Best in Class on LinkedIn
Step 3: Share your content 
Where, when and how to publish 
5 Steps to Boosting Your Talent Brand Through Content 13
5 Steps to Boosting Your Talent Brand Through Content 14 
5 tips for sharing content on social sites 
Post at peak activity times 
Post frequently 
Lead with a catchy first line 
Be responsive 
Reciprocate
5 Steps to Boosting Your Talent Brand Through Content 15 
When, where and how often to post 
Platform Peak activity Suggested frequency 
7-9am 
5-6pm 
Start with 2-3 times/week. 
Work up to once per day. 
6-8am 
1-4pm 
Start with 2-3 times/week. 
Work up to once per day. 
1-3pm 2-5 times per day. 
Tue and Wed, 
24hrs/day 
2-3 a month.
5 Steps to Boosting Your Talent Brand Through Content 16 
When, where and how often to post 
Platform Peak activity Suggested frequency 
12-1pm 
2 a month or more if you 
have the resources. 
2-4pm 
8pm-1am 
A few times a week. 
Daytime 2-3 times a week. 
9-11am A few times a week to once 
a day.
5 Steps to Boosting Your Talent Brand Through Content 17 
Some useful social sharing stats 
Including a link can 
drive twice the 
engagement compared 
to posts without links. 
Posts with images 
generate 98% higher 
comment rate than 
posts without. 
Links to YouTube videos can 
play directly in your social 
media feed and generate 
75% higher share rate.
Step 4: Amplify 
How to increase engagement with your content 
5 Steps to Boosting Your Talent Brand Through Content 18
5 Steps to Boosting Your Talent Brand Through Content 19 
Amplify your message through your employees
5 Steps to Boosting Your Talent Brand Through Content 20 
Amplify your message through your employees
5 Steps to Boosting Your Talent Brand Through Content 21 
Inform them about your talent branding efforts and how they play a key role in helping attract great talent. 
Ask your employees to share 
Ask them to follow your company pages on LinkedIn, Facebook and other social 
networks. 
Encourage them to like, share and comment on the content you post. Send them 
pre-scripted status updates so it’s easy for them to share. 
Promote any relevant content they are already creating themselves. 
Identify brand champions – recognize that not everyone will be as enthusiastic 
as you. 
Get leadership buy-in and get executives to promote your content. Make sure 
they lead by example.
5 Steps to Boosting Your Talent Brand Through Content 22 
Sponsor your best content to extend reach 
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
5 Steps to Boosting Your Talent Brand Through Content 23 
Targeting 
Sponsored Updates 
Company Updates 
Location 
✔ 
✔ 
Industry 
✔ 
✔ 
Company Size 
✔ 
✔ 
Function 
✔ 
✔ 
Seniority 
✔ 
✔ 
Skills 
✔ 
Job Title 
✔ 
Company Name 
✔ 
School 
✔ 
Group Membership 
✔ 
Age 
✔ 
Gender 
✔ 
Negative targeting (i.e. exclude a certain Title) 
✔ 
Utilize deep targeting criteria
5 Steps to Boosting Your Talent Brand Through Content 24 
Challenge: 
Intel wanted to build thought leadership with Android talent, attract Android developers to its company page and raise awareness about their leadership in the space. Solution: 
They used Sponsored Updates to target Android developers on LinkedIn by function, skills, groups, and location. 
They posted regularly and refined the content based on how the audience reacted. Result: 
195K unique members reached over the course of 3 months. 
Over 2000 engagement activities came from members of top Android* groups and engineers at major tech companies, excluding Intel. 
Many who engaged with Intel’s updates chose to follow Intel. 
Intel appeals to Android developers on LinkedIn
Step 5: Measure and adjust 
How to know if your content marketing is working 
5 Steps to Boosting Your Talent Brand Through Content 25
5 Steps to Boosting Your Talent Brand Through Content 26 
Key Metrics 
Impressions: number of times this update was seen 
Clicks: number of times a member clicked on the update 
Interactions: of likes, shares or comments received on this update 
Engagement: interactions divided by impressions 
To Know: Average online engagement is between 0.3% - 0.8%. 
How to know if your content is working
5 Steps to Boosting Your Talent Brand Through Content 27 
Experiment & Get Creative 
156% CTR lift
5 Steps to Boosting Your Talent Brand Through Content 28 
Experiment & Get Creative 
Test call to actions: Always have a clear call to action 
Test thumbnail images: Choose compelling, attention grabbing images (colorful, includes recognizable leaders) 
Test your tone: Tap into an emotion, use humor. What resonates with your audience?
5 Steps to Boosting Your Talent Brand Through Content 29 
In Conclusion 
Consider your audience and have a plan 
It’s ok to start small 
Have fun 
Enlist the help of others
5 Steps to Boosting Your Talent Brand Through Content 30
Thank you! Please join us next time … 
31 
Talent Connect 
Largest LinkedIn event for enterprises in EMEA 
Based in central London for recruitment managers through to directors. 
Leading industry speakers. 
12th & 13th of November - save the dates. 
Always be connecting: LinkedIn 
Twitter

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Content Marketing Webinar Benelux October 2014 step 3, 4 & 5

  • 1. The Power of Media and Content Part II of Content Marketing Social Recruiting series for enterprises in the Benelux region with Marlene de Koning
  • 2. Marlene de Koning •Employer Brand Specialist @IBM •Employer Brand campaign management @agency •At LinkedIn I help talent acquisition managers and employer brand specialist with their teams to get the most out of LinkedIn in reaching their business goals ABC (Always be connecting) LinkedIn Twitter
  • 3. #STAFFING #HIRETOWIN The Power of Media and Content Recap Steps in Content Marketing –Step 3: Share your content –Step 4: Amplify –Step 5: Measure and adjust Q&A 3
  • 4. Content is being created, consumed and shared at a speed and scale never seen before NewsCred, 2014
  • 5.
  • 6. 5 Steps to Boosting Your Talent Brand Through Content 6 Build Recruit 1 3 Build your brand, your platform and talent pools Generate leads and hire staff
  • 7. 5 Steps to Boosting Your Talent Brand Through Content 7 Build Engage Recruit 1 2 3 Build your brand, your platform and talent pools Demonstrate why they should do business with you, buy from you or work for you Pick up leads, make placement and hire staff
  • 8. 5 Steps to Boosting Your Talent Brand Through Content 8 Step 1: Plan Step 2: Develop your content Step 3: Share your content Step 4: Amplify Step 5: Measure and adjust
  • 9. 5 Steps to Boosting Your Talent Brand Through Content 9 Defining your content audience(s) Persona Professional Personal Behavioral Professional Value Prop Marketer Title Seniority Experience Skill Education Age Gender Location Active on mobile Time online Professional development advice; best practices for marketing; daily inspiration Compensation Work/Life Balance Internal Mobility Challenging Work Student Engineer
  • 10. 5 Steps to Boosting Your Talent Brand Through Content 10 Developing a content plan Developing an editorial plan is key. Monday Tuesday Wednesday Thursday Friday Status Update We couldn’t be more excited to announce this... (insert APAC bit.ly) HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move! Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain: link Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register. Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact. Content Type Press release Job post link Blog post Event registration Image Target Audience Marketers UX designers Engineers Students Everybody Publish Where LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter LinkedIn, Facebook, Instagram, Pinterest Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun
  • 11. Step 2: Develop your content Curating and Creating 5 Steps to Boosting Your Talent Brand Through Content 11
  • 12. 5 Steps to Boosting Your Talent Brand Through Content 12 Corporate Branding Content PR Awards Corporate Blog Earnings Community Efforts Job Postings Powerful Talent Brand Content Thought Leadership Humor Video and Photos Employee Testimonials Department/ Individual Blogs Pop Culture The Norm Best in Class on LinkedIn
  • 13. Step 3: Share your content Where, when and how to publish 5 Steps to Boosting Your Talent Brand Through Content 13
  • 14. 5 Steps to Boosting Your Talent Brand Through Content 14 5 tips for sharing content on social sites Post at peak activity times Post frequently Lead with a catchy first line Be responsive Reciprocate
  • 15. 5 Steps to Boosting Your Talent Brand Through Content 15 When, where and how often to post Platform Peak activity Suggested frequency 7-9am 5-6pm Start with 2-3 times/week. Work up to once per day. 6-8am 1-4pm Start with 2-3 times/week. Work up to once per day. 1-3pm 2-5 times per day. Tue and Wed, 24hrs/day 2-3 a month.
  • 16. 5 Steps to Boosting Your Talent Brand Through Content 16 When, where and how often to post Platform Peak activity Suggested frequency 12-1pm 2 a month or more if you have the resources. 2-4pm 8pm-1am A few times a week. Daytime 2-3 times a week. 9-11am A few times a week to once a day.
  • 17. 5 Steps to Boosting Your Talent Brand Through Content 17 Some useful social sharing stats Including a link can drive twice the engagement compared to posts without links. Posts with images generate 98% higher comment rate than posts without. Links to YouTube videos can play directly in your social media feed and generate 75% higher share rate.
  • 18. Step 4: Amplify How to increase engagement with your content 5 Steps to Boosting Your Talent Brand Through Content 18
  • 19. 5 Steps to Boosting Your Talent Brand Through Content 19 Amplify your message through your employees
  • 20. 5 Steps to Boosting Your Talent Brand Through Content 20 Amplify your message through your employees
  • 21. 5 Steps to Boosting Your Talent Brand Through Content 21 Inform them about your talent branding efforts and how they play a key role in helping attract great talent. Ask your employees to share Ask them to follow your company pages on LinkedIn, Facebook and other social networks. Encourage them to like, share and comment on the content you post. Send them pre-scripted status updates so it’s easy for them to share. Promote any relevant content they are already creating themselves. Identify brand champions – recognize that not everyone will be as enthusiastic as you. Get leadership buy-in and get executives to promote your content. Make sure they lead by example.
  • 22. 5 Steps to Boosting Your Talent Brand Through Content 22 Sponsor your best content to extend reach 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
  • 23. 5 Steps to Boosting Your Talent Brand Through Content 23 Targeting Sponsored Updates Company Updates Location ✔ ✔ Industry ✔ ✔ Company Size ✔ ✔ Function ✔ ✔ Seniority ✔ ✔ Skills ✔ Job Title ✔ Company Name ✔ School ✔ Group Membership ✔ Age ✔ Gender ✔ Negative targeting (i.e. exclude a certain Title) ✔ Utilize deep targeting criteria
  • 24. 5 Steps to Boosting Your Talent Brand Through Content 24 Challenge: Intel wanted to build thought leadership with Android talent, attract Android developers to its company page and raise awareness about their leadership in the space. Solution: They used Sponsored Updates to target Android developers on LinkedIn by function, skills, groups, and location. They posted regularly and refined the content based on how the audience reacted. Result: 195K unique members reached over the course of 3 months. Over 2000 engagement activities came from members of top Android* groups and engineers at major tech companies, excluding Intel. Many who engaged with Intel’s updates chose to follow Intel. Intel appeals to Android developers on LinkedIn
  • 25. Step 5: Measure and adjust How to know if your content marketing is working 5 Steps to Boosting Your Talent Brand Through Content 25
  • 26. 5 Steps to Boosting Your Talent Brand Through Content 26 Key Metrics Impressions: number of times this update was seen Clicks: number of times a member clicked on the update Interactions: of likes, shares or comments received on this update Engagement: interactions divided by impressions To Know: Average online engagement is between 0.3% - 0.8%. How to know if your content is working
  • 27. 5 Steps to Boosting Your Talent Brand Through Content 27 Experiment & Get Creative 156% CTR lift
  • 28. 5 Steps to Boosting Your Talent Brand Through Content 28 Experiment & Get Creative Test call to actions: Always have a clear call to action Test thumbnail images: Choose compelling, attention grabbing images (colorful, includes recognizable leaders) Test your tone: Tap into an emotion, use humor. What resonates with your audience?
  • 29. 5 Steps to Boosting Your Talent Brand Through Content 29 In Conclusion Consider your audience and have a plan It’s ok to start small Have fun Enlist the help of others
  • 30. 5 Steps to Boosting Your Talent Brand Through Content 30
  • 31. Thank you! Please join us next time … 31 Talent Connect Largest LinkedIn event for enterprises in EMEA Based in central London for recruitment managers through to directors. Leading industry speakers. 12th & 13th of November - save the dates. Always be connecting: LinkedIn Twitter