Voor een marketeer is content king. In het tijdperk van social media genereren en publiceren marketeers steeds meer content die klanten entertaint en informeert, in plaats van alleen producten promoot.
Binnen recruitment is content marketing momenteel een hot topic. Het delen van goede content kan relaties met kandidaten versterken en hun beeld van uw werkgeversmerk veranderen. Het verstrekken van informatie die de kandidaten professioneel gezien helpt, geeft vertrouwen en een positief gevoel ten opzichte van u als werkgever. Daarnaast verhoogt het uw wervingseffectiviteit: een sterk werkgeversmerk kan 50% besparen in kosten per aanname en heeft een 28% lagere verloop.*
Tijdens de Content Marketing Workshop delen we tips & inzichten over hoe u uw werkgeversmerk d.m.v. content bij de juiste doelgroep onder de aandacht brengt.
Lightning Talk #5: User Onboarding: Patterns and Anti-Patterns Explored by Pa...ux singapore
This presentation will provide you with ammunition you can use to sell the value of user onboarding design in your organisation, as well as as analysis of some great, good, and not-so-good examples of user onboarding experience design from around the web and mobile.
Whether you’re a designer, developer or researcher, you’ll appreciate this in-depth exploration of initial user experience patterns.
SEO and User Experience (UX): A Vision of CollaborationJonathon Colman
It’s not enough just to rank highly and drive keyword traffic these days (if you can even do that after Google’s Panda algorithm update). You also need to win over the customer by providing breakthrough experiences that anticipate their needs while providing real, tangible value. The new generation of SEOs understands this, which is why they’re also focused on information architecture and user experience.
In this session, you’ll see world-class examples of how you can bring these disciplines together in your companies and organizations in order to delight your users, plug holes in your conversion rate, and drive more qualified traffic. No “best practices” or baseless theories here – just real-life tactics that solved problems and drove conversion. SEOs and IA/UX pros don’t need to butt heads (or headbutt!) when they can collaborate together to improve the cross-channel experience.
Are you having trouble meeting the needs of your users while growing your traffic? This is the panel for you.
Originally presented by Jonathon Colman, John Goad, Mike Pantoliano, Michael King, and Ben Lloyd at the first-ever Seattle Interactive Conference (SIC 2011) in Seattle, Washington.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
The Art of Visual Marketing by Peg Fitzpatrick and Guy KawasakiPeg Fitzpatrick
In this presentation, you'll learn tips and tricks that will help you create your own fantastic visual marketing.
• Create powerful, optimized visual elements
• Attract more readers and foster engagement
• Implement a broad selection of visual
marketing power tips
From the co-authors of The Art of Social Media: Power Tips for Power Users Guy Kawasaki and Peg Fitzpatrick
Learn more from The Art of Social Media: Power Tips for Power Users http://amzn.to/1FpQt8B
A lecture from the course "Entrepreneurship" at the Goethe University in Frankfurt am Main, Germany. The lecture covers how to get customers for your company, which marketing channels you should choose and how to use behavioral science to get ahead.
14 Tips to Entrepreneurs to start the Right StuffPatrick Stähler
14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
Lightning Talk #5: User Onboarding: Patterns and Anti-Patterns Explored by Pa...ux singapore
This presentation will provide you with ammunition you can use to sell the value of user onboarding design in your organisation, as well as as analysis of some great, good, and not-so-good examples of user onboarding experience design from around the web and mobile.
Whether you’re a designer, developer or researcher, you’ll appreciate this in-depth exploration of initial user experience patterns.
SEO and User Experience (UX): A Vision of CollaborationJonathon Colman
It’s not enough just to rank highly and drive keyword traffic these days (if you can even do that after Google’s Panda algorithm update). You also need to win over the customer by providing breakthrough experiences that anticipate their needs while providing real, tangible value. The new generation of SEOs understands this, which is why they’re also focused on information architecture and user experience.
In this session, you’ll see world-class examples of how you can bring these disciplines together in your companies and organizations in order to delight your users, plug holes in your conversion rate, and drive more qualified traffic. No “best practices” or baseless theories here – just real-life tactics that solved problems and drove conversion. SEOs and IA/UX pros don’t need to butt heads (or headbutt!) when they can collaborate together to improve the cross-channel experience.
Are you having trouble meeting the needs of your users while growing your traffic? This is the panel for you.
Originally presented by Jonathon Colman, John Goad, Mike Pantoliano, Michael King, and Ben Lloyd at the first-ever Seattle Interactive Conference (SIC 2011) in Seattle, Washington.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
The Art of Visual Marketing by Peg Fitzpatrick and Guy KawasakiPeg Fitzpatrick
In this presentation, you'll learn tips and tricks that will help you create your own fantastic visual marketing.
• Create powerful, optimized visual elements
• Attract more readers and foster engagement
• Implement a broad selection of visual
marketing power tips
From the co-authors of The Art of Social Media: Power Tips for Power Users Guy Kawasaki and Peg Fitzpatrick
Learn more from The Art of Social Media: Power Tips for Power Users http://amzn.to/1FpQt8B
A lecture from the course "Entrepreneurship" at the Goethe University in Frankfurt am Main, Germany. The lecture covers how to get customers for your company, which marketing channels you should choose and how to use behavioral science to get ahead.
14 Tips to Entrepreneurs to start the Right StuffPatrick Stähler
14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
7 Habits of Breakthrough Entrepreneurs - Casual Connect 2015Amy Jo Kim
It’s easier than ever to create a startup around a new, innovative idea. But most startups fail -- and most innovative products never take off. What differentiates the projects that DO take off? What habits, behaviors and attitudes are shared by the teams who create genre-defining hits? In this talk, you’ll learn the 7 habits of breakthrough innovators - brought to life with front-line stories from the early days of eBay, Ultima Online, The Sims, Rock Band, Covet Fashion, Happify, Lumosity and Pley. You’ll come away with a smarter approach to innovative product design - and practical, actionable design shortcuts you can use right away to turbo-charge your path towards product/market fit.
Nasdaq Entrepreneurial Center: How to Pitch Investors, Grow Teams & ‘Best-Fri...Caitlin Roberson
Entrepreneurs don’t start companies because it’s good for anxiety. They do it because they believe in something, often for powerful & deeply personal reasons. Their vision inspires the best talent to swap golden handcuffs for startups no one’s heard of & VCs to invest millions in single ideas.
Then, VCs say no.
Star performers leave.
Partners under-deliver.
Customers churn.
Such events often indicate entrepreneurs aren’t yet storytelling like the badasses they are.
This session helps entrepreneurs distill & integrate their personal ‘why’ into company branding, messaging, and positioning—and practice a proven storytelling framework that inspires humans wired for purpose, in ways that scale with the company.
This session is for:
- Pre-launch to launched (idea to prototype)
- Launch (product/service being used by customers)
- Growth (scaling customers, products/services and markets)
This session will cover:
- How to distill your personal purpose into 3 core company values, mission/vision statements, and a tagline
- How to design an ‘umbrella narrative’ that reflects the above (often called category creation)
- How to teach your team to consistently share the same inspired story
DIY Design Workshop with Adobe Spark Video✨✨
You can turn your ideas into compelling, super easy video. Try Adobe Spark here for desktop https://adobe.ly/2gAwD4g
here for iOS https://adobe.ly/2gi4T76
I hope you love this first exclusive look at these really cool visual marketing tools for storytelling. Click through at the end for a full video demonstration of Adobe Spark Video. Enjoy! Sponsored by Adobe Spark
Recapping our startup investments, support experiments, and our firm's biggest, most important theme of the year. A seed VC, NextView is based in Boston and New York and is focused on helping startups gain initial traction in their fundraising, marketing, customer growth, product design, and more.
There's been much talk of DDD, its tactical and strategic approaches to design, its abstract notions. Yet some perceive it as empty words or gold plating, and are at a loss when it comes to its value proposition. This talk brings a unique and practical perspective on what it is like, this experience of building up models, fleshing out designs and growing a common understanding of the various problem domains at play, guided by language, expertise and boundaries.
“The hardest part of building any software system is determining precisely what to build.” – Fredrick Brooks.
Discovering exactly what customers, stakeholders, and sponsors want to create is often the most difficult part of product development. Getting everyone aligned can be fraught with misunderstanding and misinterpretation. Scrum starts with a product backlog, but how do you know that the development of the product supports the growth of your company?
Getting off on the right foot when starting an agile initiative can set you up for success. This presentation will outline a basic flow of light touch Discovery workshops as a way to start your agile product development engine.
To be successful at sales prospecting, you need to reach out and connect with customers in a meaningful way. Confidence, charisma, and resourcefulness are all wonderful attributes to have as a salesperson. Still, historically you had to get your foot in the door with a cold call or email that caught the prospect's attention before they could learn all those things about you and want to connect.
Now that we live in a remote selling world and have video to work with, you can cold "call" a potential customer using a video and show them all those things at first click.
The beauty of sales prospecting with video is that in just under two minutes, you can catch a prospect's attention by emailing a video personalized made just for them. You can also help put a face to a name and show who you are.
We’ve rounded up 10 useful templates and ideas to help you get started using video in your prospecting efforts.
Get more details and tips over on our blog: https://bit.ly/3xG76id
Are you designing your websites with users in mind? Here are slides from my talk about user experience at the Digital Marketing for Business Conference in Raleigh, NC, in May 2015. This contains some high-level concepts to keep in mind as well as practical tips.
Sales 2.0: Is Your Sales Force Ready for the Digital Age?James Burnes
Traditional lead generation and sales processes are rapidly evolving with new technologies. Is your sales force prepared to outmaneuver your competition? You cannot afford to be outwitted or outplayed by competitors who are using these new tools to generate leads and steal market share.
It is time to act. It is time to empower your sales force for the digital age.
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
So you are an aspiring entrepreneur with the next big idea to rock this world looking for funding to make it a reality. As you might have already found out, that is easier said than done. Making a pitch to an investor is often a nerve wracking experience. Here are some ways you can make it better.
Knowing when is the right time to invest in growth, what should be the team size and structure can be overwhelming. I am sharing a few pieces of advice in this presentation that I hope you will find useful to build your first growth team.
Binnen recruitment is content marketing momenteel een hot topic. Maar waarom is dit nou zo belangrijk?
In part 1 hebben we besproken en ook stap 1 en 2 van het 5-stappenplan. (Zie de presentatie van deel 1: http://www.slideshare.net/LinkedInTalentSolutionsBenelux/content-marketing-webcast-part-1)
In part 2 gaan we in op:
• Stap 3 t/m 5
3 – Waar, wanneer en hoe publiceer je content
4 – Hoe vergroot je de engagement met je content
5 – Hoe weet je of jouw content marketing werkt
• Praktische tips en voorbeelden
Content Marketing Webinar Benelux October 2014 step 3, 4 & 5Marlene De Koning
In deze webinar hebben we de derde t/m de vijfde stap van hoe je als organisatie succesvol met content marketing je employer brand kunt vergroten om doelgroepgericht talent aan te trekken
7 Habits of Breakthrough Entrepreneurs - Casual Connect 2015Amy Jo Kim
It’s easier than ever to create a startup around a new, innovative idea. But most startups fail -- and most innovative products never take off. What differentiates the projects that DO take off? What habits, behaviors and attitudes are shared by the teams who create genre-defining hits? In this talk, you’ll learn the 7 habits of breakthrough innovators - brought to life with front-line stories from the early days of eBay, Ultima Online, The Sims, Rock Band, Covet Fashion, Happify, Lumosity and Pley. You’ll come away with a smarter approach to innovative product design - and practical, actionable design shortcuts you can use right away to turbo-charge your path towards product/market fit.
Nasdaq Entrepreneurial Center: How to Pitch Investors, Grow Teams & ‘Best-Fri...Caitlin Roberson
Entrepreneurs don’t start companies because it’s good for anxiety. They do it because they believe in something, often for powerful & deeply personal reasons. Their vision inspires the best talent to swap golden handcuffs for startups no one’s heard of & VCs to invest millions in single ideas.
Then, VCs say no.
Star performers leave.
Partners under-deliver.
Customers churn.
Such events often indicate entrepreneurs aren’t yet storytelling like the badasses they are.
This session helps entrepreneurs distill & integrate their personal ‘why’ into company branding, messaging, and positioning—and practice a proven storytelling framework that inspires humans wired for purpose, in ways that scale with the company.
This session is for:
- Pre-launch to launched (idea to prototype)
- Launch (product/service being used by customers)
- Growth (scaling customers, products/services and markets)
This session will cover:
- How to distill your personal purpose into 3 core company values, mission/vision statements, and a tagline
- How to design an ‘umbrella narrative’ that reflects the above (often called category creation)
- How to teach your team to consistently share the same inspired story
DIY Design Workshop with Adobe Spark Video✨✨
You can turn your ideas into compelling, super easy video. Try Adobe Spark here for desktop https://adobe.ly/2gAwD4g
here for iOS https://adobe.ly/2gi4T76
I hope you love this first exclusive look at these really cool visual marketing tools for storytelling. Click through at the end for a full video demonstration of Adobe Spark Video. Enjoy! Sponsored by Adobe Spark
Recapping our startup investments, support experiments, and our firm's biggest, most important theme of the year. A seed VC, NextView is based in Boston and New York and is focused on helping startups gain initial traction in their fundraising, marketing, customer growth, product design, and more.
There's been much talk of DDD, its tactical and strategic approaches to design, its abstract notions. Yet some perceive it as empty words or gold plating, and are at a loss when it comes to its value proposition. This talk brings a unique and practical perspective on what it is like, this experience of building up models, fleshing out designs and growing a common understanding of the various problem domains at play, guided by language, expertise and boundaries.
“The hardest part of building any software system is determining precisely what to build.” – Fredrick Brooks.
Discovering exactly what customers, stakeholders, and sponsors want to create is often the most difficult part of product development. Getting everyone aligned can be fraught with misunderstanding and misinterpretation. Scrum starts with a product backlog, but how do you know that the development of the product supports the growth of your company?
Getting off on the right foot when starting an agile initiative can set you up for success. This presentation will outline a basic flow of light touch Discovery workshops as a way to start your agile product development engine.
To be successful at sales prospecting, you need to reach out and connect with customers in a meaningful way. Confidence, charisma, and resourcefulness are all wonderful attributes to have as a salesperson. Still, historically you had to get your foot in the door with a cold call or email that caught the prospect's attention before they could learn all those things about you and want to connect.
Now that we live in a remote selling world and have video to work with, you can cold "call" a potential customer using a video and show them all those things at first click.
The beauty of sales prospecting with video is that in just under two minutes, you can catch a prospect's attention by emailing a video personalized made just for them. You can also help put a face to a name and show who you are.
We’ve rounded up 10 useful templates and ideas to help you get started using video in your prospecting efforts.
Get more details and tips over on our blog: https://bit.ly/3xG76id
Are you designing your websites with users in mind? Here are slides from my talk about user experience at the Digital Marketing for Business Conference in Raleigh, NC, in May 2015. This contains some high-level concepts to keep in mind as well as practical tips.
Sales 2.0: Is Your Sales Force Ready for the Digital Age?James Burnes
Traditional lead generation and sales processes are rapidly evolving with new technologies. Is your sales force prepared to outmaneuver your competition? You cannot afford to be outwitted or outplayed by competitors who are using these new tools to generate leads and steal market share.
It is time to act. It is time to empower your sales force for the digital age.
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
So you are an aspiring entrepreneur with the next big idea to rock this world looking for funding to make it a reality. As you might have already found out, that is easier said than done. Making a pitch to an investor is often a nerve wracking experience. Here are some ways you can make it better.
Knowing when is the right time to invest in growth, what should be the team size and structure can be overwhelming. I am sharing a few pieces of advice in this presentation that I hope you will find useful to build your first growth team.
Binnen recruitment is content marketing momenteel een hot topic. Maar waarom is dit nou zo belangrijk?
In part 1 hebben we besproken en ook stap 1 en 2 van het 5-stappenplan. (Zie de presentatie van deel 1: http://www.slideshare.net/LinkedInTalentSolutionsBenelux/content-marketing-webcast-part-1)
In part 2 gaan we in op:
• Stap 3 t/m 5
3 – Waar, wanneer en hoe publiceer je content
4 – Hoe vergroot je de engagement met je content
5 – Hoe weet je of jouw content marketing werkt
• Praktische tips en voorbeelden
Content Marketing Webinar Benelux October 2014 step 3, 4 & 5Marlene De Koning
In deze webinar hebben we de derde t/m de vijfde stap van hoe je als organisatie succesvol met content marketing je employer brand kunt vergroten om doelgroepgericht talent aan te trekken
The recruitment department is encouraged to work more like a sales and marketing department. Bring your message to the audience engage and hire. Engaging your audience means bringing the right message at the right time and bring a message that your audience is interested in at a channel of their interest.
Diversity word steeds belangrijker in recruitment. De afgelopen jaren heeft de focus vooral gelegen op gender diversity, maar recent zien we ook andere vormen van diversity in belang toenemen. Hoewel we geen panklare diversity recruiting tool hebben, hebben we inmiddels wel de nodige ervaring opgedaan met hoe LinkedIn kan worden ingezet ten behoeve van diversity recruiting.
Tijdens de webcast zullen Henk en ik deze ervaringen met jullie delen. Zo zullen we ingaan op de mogelijkheid om LinkedIn campagnematig in te zetten en zullen we delen hoe creatief gebruik kan worden gemaakt van de grote hoeveelheid data die beschikbaar is.
Wist je dat 36% van de Nederlandse professionals van baan wisselt omdat ze uitdaging in hun werk missen?
Goede professionals zitten nooit stil, maar zijn altijd op zoek naar nieuwe kansen en uitdagingen. Wil je weten waarom werknemers nog meer van baan wisselen en dat ze wellicht waren gebleven als de werkgever actie had ondernomen?
Tijdens de webcast deelt Ton van Overbeek de redenen waarom professionals van baan wisselen, En gaat in op hoe je de beste professionals aanneemt, jouw organisatie als ideale werkgever promoot en toptalent behoudt.
How can you encourage your employees to help build your employer brand, by using their personal brands to create one strong brand?
Many organizations are working on a powerful employer brand to attract new talent. This is often the responsibility of HR- and communications departments. A talent shortage is a threat for the entire organization. Just imagine how beneficial it is for your organization to show the outside world who you are as an employer together with your employees? In this presentation we will give you tips and tricks about mobilizing your employees and turn them into brand ambassadors. In addition to that we will share some research to show the importance of a solid ambassador strategy.
In dit tijdperk van social recruitment is vrijwel elke perfecte kandidaat vindbaar én benaderbaar. Als recruiter heb je de taak om uit een haast onuitputtelijke stroom aan kandidaat‑profielen dat ene toptalent te halen.
In deze presentatie gaan we stapsgewijs in op hoe je dat doet.
In dit tijdperk van social recruitment is vrijwel elke perfecte kandidaat vindbaar én benaderbaar. Een gegeven waar organisaties hun voordeel mee kunnen doen. Als recruiter heb je de taak om uit een haast onuitputtelijke stroom aan kandidaat-profielen dat ene toptalent te halen..
Digitaal netwerken, actieve en passieve kandidaten benaderen, een werkgeversmerk opbouwen... Als recruiter moet je vandaag de dag alle registers opentrekken, vooral online.
Het belang van online aan je merk bouwen, je relatie met je netwerk onderhouden en zowel passieve als actieve kandidaten binnenhalen staat centraal in deze presentatie van Eelco van der Vorm.
Trends, inzichten & media:
- Hoe kijkt talent naar jou als werkgever
- Hoe beweegt de Nederlandse recruitment industrie en hoe kan je hier als organisatie op inspelen
- Hoe kan je met het gebruik van media inspelen op trends & inzichten
Hoe aantrekkelijk bent u als werkgever? Staan kandidaten voor u in de rij?
Als u op zoek bent naar toptalent is uw reputatie als werkgever een belangrijke factor. En is het belangrijk dat de juiste doelgroep u weet te vinden en kan ontdekken wat u te bieden heeft.
Maar wat als u nu meerdere doelgroepen heeft of in verschillende landen opereert? Wij adviseren u graag over hoe u verschillende doelgroepen kunt aanspreken en nodigen u daarom graag uit voor de LinkedIn Talent Branding Workshop.
Tijdens deze workshop gaan wij in op het belang van uw Talent Brand en uw communicatie naar verschillende doelgroepen. En geven wij praktische tips hoe u hier succesvol in kunt zijn.
Onze consultants Jerrold Pelupessy & Ton van Overbeek gaan in op de search functionaliteiten van LinkedIn. je wordt volledig op de hoogte gebracht van alle ins & outs van de search tool.
Deze sessie is opgezet voor de LinkedIn Recruiter gebruiker die op zoek is naar kennis en inzichten op gebied van LinkedIn search.
Deel 1 - Aan de slag met je talent brand
Hoe aantrekkelijk ben jij als werkgever? Staan kandidaten voor jou in de rij?
Als je op zoek bent naar toptalent is je reputatie als werkgever een belangrijke factor.
75% van de HR-professionals (wereldwijd) is het eens met deze stelling. Toch wordt er nog steeds weinig aandacht aan talent branding besteed.
Deel 1:
• Bouwen aan je talent brand
• Hoe een sterk werkgeversmerk ook passieve kandidaten aanspreekt
• Jouw organisatie
Deel 2 - Je talent brand onderhouden
Hoe aantrekkelijk ben jij als werkgever? Staan kandidaten voor jou in de rij?
Als je op zoek bent naar toptalent is je reputatie als werkgever een belangrijke factor.
75% van de HR-professionals (wereldwijd) is het eens met deze stelling. Toch wordt er nog steeds weinig aandacht aan talent branding besteed.
• Je aantrekkingskracht als werkgever vergroten en potentiële kandidaten interesseren en betrokken houden
• Best practices
• Hoe zorg je ervoor dat kandidaten graag voor jouw organisatie in de rij staan?
Hands-on training over het gebruik van LinkedIn Recruiter, door onze consultants, Jerrold Pelupessy en Ton van Overbeek.
Deze training gaat in op het vinden van kandidaten en hoe je het best InMails kan inzetten. Deze onderwerpen worden besproken:
- Hoe pas je verschillende zoektechnieken toe om kandidaten te vinden
- Maak zoekopdrachten makkelijker door gebruik te maken van custom filters
- Het ontwikkelen van een communicatie strategie via InMail op LinkedIn
- De do’s en don’ts voor het schrijven van een InMail
Binnen recruitment volgen de ontwikkelingen elkaar in hoog tempo op. Hoe beweegt de recruitment industrie zich in 2015? Deze vraag staat centraal in ons jaarlijkste internationale onderzoek, waar wereldwijd meer dan 4100 HR-professionals zijn ondervraagd.
Volgen wij de internationale trends of wijken we er juist vanaf?
• Het recruitment budget en volume neemt opmerkelijk toe
• Werven van hoogopgeleid talent en verbeteren van de kwaliteit van kandidaten is top prioriteit
• Sociale professionele netwerken bepalen steeds sterker de kwaliteit van kandidaten
• Het gebruik van sociale professionele netwerken en employer branding zijn langdurige en essentiele trends
• Recruitment wordt steeds meer marketing
Binnen recruitment volgen de ontwikkelingen elkaar in hoog tempo op. Hoe beweegt de recruitment industrie zich in 2015? Deze vraag staat centraal in ons jaarlijkste internationale onderzoek, waar wereldwijd meer dan 4100 HR-professionals zijn ondervraagd.
Volgen wij de internationale trends of wijken we er juist vanaf?
• Het recruitment budget en volume neemt opmerkelijk toe
• Werven van hoogopgeleid talent en verbeteren van de kwaliteit van kandidaten is top prioriteit
• Sociale professionele netwerken bepalen steeds sterker de kwaliteit van kandidaten
• Het gebruik van sociale professionele netwerken en employer branding zijn langdurige en essentiele trends
• Recruitment wordt steeds meer marketing
Deel 2 van de webcastserie: in 3 stappen naar een succesvolle recruitment strategie. In deel 2 geven we tips & inzichten over hoe je talent aan jouw werkgeversmerk kan binden, wat content marketing is en waarom 'followers' belangrijk zijn voor toekomstige vacatures.
In deze presentatie hebben we het over het belang van een sterk werkgeversmerk. Waarom is dit zo belangrijk, hoe kunt u ermee aan de slag en wat kan het u opleveren.
More from LinkedIn Talent Solutions Nederland, België en Luxemburg (20)
2. Content is being created,
consumed and shared at a speed
and scale never seen before
NewsCred, 2014
3.
4. 5 Steps to Boosting Your Talent Brand Through Content 4
Build Recruit
1 3
Build your brand,
your platform
and talent pools
Generate leads
and hire staff
5. 5 Steps to Boosting Your Talent Brand Through Content 5
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
6. 5 Steps to Boosting Your Talent Brand Through Content 6
Your Employee Value Proposition:
The attributes that you most want associated with your company
Employer Branding :
The delivery of your EVP across every communication touch point both internal
and external
Talent Brand:
The highly social, totally public version of your employer brand incorporating what
talent thinks, feels and shares about your company as a place to work (tA)
Setting the foundation
“If history were taught in the
form of stories,
it would never be forgotten.”
Rudyard Kipling
7. 5 Steps to Boosting Your Talent Brand Through Content 7
Exercise
9. 5 Steps to Boosting Your Talent Brand Through Content 9
Step 1: Plan
Step 2: Develop your content
Step 3: Share your content
Step 4: Amplify
Step 5: Measure and adjust
10. 5 Steps to Boosting Your Talent Brand Through Content 10
Step 1: Plan
Define your audience and build a content calendar
5 Steps to Boosting Your Talent Brand Through Content 10
11. 5 Steps to Boosting Your Talent Brand Through Content 11
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
12. 5 Steps to Boosting Your Talent Brand Through Content 12
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
13. 5 Steps to Boosting Your Talent Brand Through Content 13
Step 2: Develop your content
Curating and Creating
5 Steps to Boosting Your Talent Brand Through Content 13
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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 NormBest in Class on LinkedIn
15. 5 Steps to Boosting Your Talent Brand Through Content 15
Creating the perfect content mix
Thought leadership/industry news40%
Talent brand25%
Just for fun5%
Company/product news20%
Event promotion10%
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Where to find great content?
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When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action
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Content is up to 3x more engaging on mobile
Tip: Keep in mind candidates are increasingly accessing your content on mobile
devices. Use images, short-form video and short text updates to get the most traction.
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Presentations
No design resources, no problem. Presentations are an easy way to showcase
employee testimonials or your company culture.
KPN & KPN Consulting
KPN talks about graduate and traineeships the benefits
for recent grads and the things that KPN has to offer.
This can be done every year to showcase the value of
you as an employer to graduates and students.
Fab.com’s “culture deck”
Fab.com “The Fab Way” outlines Fab.com’s
history and values.
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Infographics
Showcase interesting data or stats visually through infographics.
Walmart eCommerce uses an infographic
to draw attention to their tech hires
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Infographics
Showcase interesting data or stats visually through infographics.
5 Steps to Boosting your Talent Brand Through Content 21
Salesforce.com
and Atlassian
use infographics
to promote their
company culture
and products
22. 5 Steps to Boosting Your Talent Brand Through Content 22
Images
A picture’s worth a thousand words, so sharing images that capture your company spirit
and values is a great way to showcase your talent brand.
5 Steps to Boosting your Talent Brand Through Content 22
Companies use
colorful images
to increase
engagement
with their
content
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Images
A picture’s worth a thousand words, so sharing images that capture your company
spirit and values is a great way to showcase your talent brand.
Companies use
colorful images
to increase
engagement with
their content
Tip: Posts with images generate 98% higher comment rate than posts without.
24. 5 Steps to Boosting Your Talent Brand Through Content 24
Videos
There’s nothing better than video to tell a story about your company and or showcase
“a day in the life” of your employees.
Tip: Links to YouTube videos can play directly in your social media feed and
generate 75% higher share rate.
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Rapid7
This low-budget drug commercial parody/talent
brand video is a great example. Certainly not a fit for
everyone, but for the kind of people Rapid7 wants to
attract, it hits the mark.
Heineken
Heineken created an engaging video to show how to
filter and select between and discover the quality
within the quantity of applicants. It really shows the
kind of people Heineken is looking for.
Videos
There’s nothing better than video to tell a story about your company and or showcase
“a day in the life” of your employees.
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Company Blogs
Blogs enable you to go more in depth around topics important to your company
and employees.
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Function Specific Blogs
Blogs enable you to go more in depth around topics important to your company
and employees.
5 Steps to Boosting your Talent Brand Through Content 27
Zendesk
focuses on
Engineering
tips and tricks
to gain
followers and
increase
engagement
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Employee-generated content
There are no more impactful brand ambassadors for your company than your
employees. Encourage them to tell their stories through original content posts.
Tip: Share themes and ideas with your employees, make it a contest and honor
the winners.
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Step 3: Share your content
Where, when and how to publish
5 Steps to Boosting Your Talent Brand Through Content 29
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5 tips for sharing content on social sites
Post at peak activity times
Post frequently
Lead with a catchy first line
Be responsive
Reciprocate
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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.
32. 5 Steps to Boosting Your Talent Brand Through Content 32
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.
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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.
34. 5 Steps to Boosting Your Talent Brand Through Content 34
Step 4: Amplify
How to increase engagement with your content
5 Steps to Boosting Your Talent Brand Through Content 34
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Amplify your message through your employees
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Amplify your message through your employees
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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.
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Sponsor your best content to extend reach
38
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
39. 5 Steps to Boosting Your Talent Brand Through Content 39
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
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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
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Step 5: Measure and adjust
How to know if your content marketing is working
5 Steps to Boosting Your Talent Brand Through Content 41
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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
43. 5 Steps to Boosting Your Talent Brand Through Content 43
Experiment & Get Creative
156%
CTR
lift
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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?
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In Conclusion
Consider your audience and have a plan
It’s ok to start small
Have fun
Enlist the help of others
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What have you learned?
What take-aways do you have?
What will you do differently today?
5 Steps to Boosting Your Talent Brand Through Content 46