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

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

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

Step 1: Plan
Step 2: Develop your content
Step 3: Share your content
Step 4: Amplify
Step 5: Measure and adjust

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

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

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 tips for sharing content on social sites
Post at peak activity times
Post frequently
Lead with a catchy first line
Be responsive
Reciprocate

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.

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.

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

Amplify your message through your employees

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.

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

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

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

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

Experiment & Get Creative
156% CTR lift

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?

In Conclusion
Consider your audience and have a plan
It’s ok to start small
Have fun
Enlist the help of others

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

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

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