Why content is important in recruitment, how to create content in a simple structure and how to write for the web

1. Creating a Best-In-Class
Content Marketing Strategy
Alex Charraudeau
Media Solutions Manager #Staffing
LinkedIn

2. Helping recruitment agencies to
get the best from LinkedIn.
8 years in recruitment marketing
working on brand, search engine
marketing, content and social
strategies.
Connect on LinkedIn and TwitterAlex Charraudeau
Media Solutions Manager #Staffing
LinkedIn

3. 4
Agenda
Creating a Best-In-Class Content Marketing Strategy
1. Steps to plan a content
marketing strategy
2. How to use images in content
marketing
3. What a best-in-class content
marketing strategy looks like

4. The Best Recruiters
Act Like Marketers

5. Recruiting on LinkedIn in Three Steps
Build Engage Recruit
Your Followers
& Your Brand
Nurture your
target audiences
Do what you
do best

6. Engage:
Importance of Content

7. Return on investment from
Inbound Marketing is increasing
year on year.
Why?
1. Marketers are better
equipped and educated.
2. Audiences expect to be
marketed to in this way.
ROI from Inbound Marketing Increases
HubSpot – State of Inbound 2014

8. 9
Marketers who have prioritized blogging
are 13x more likely to enjoy
a positive ROI
HubSpot – State of Inbound 2014

9. Three Steps to Content
Marketing
10

10. 11
Three Steps to Marketing
Fish where
the Fish are
Give them what
they want
Bring them in

11. 12
88% of Content Pioneers use LinkedIn
as their primary source of professional content

12. 13
Create content that
Engages & Educates members

13. 15
Inbound marketing has become one of the
cheapest sources of leads.
LinkedIn is often referenced as the best channel
to drive placements and new business.
http://blog.newscred.com/the-roi-of-linkedin-sponsored-updates-case-study/
HubSpot – State of Inbound 2014

14. How to Structure Your Content

15. Today’s example
Content Creation Framework
Problem Solution
Recruitment
companies
struggle with
Content Marketing
Alex hosts a
webinar called
“Best-In-Class
Content Marketing
Strategy” with tips
and a snazzy
framework
“Best-in-class”
examples
empower
recruitment
marketers to use
LinkedIn to share
their content
Resolution

16. ABC IT Recruitment example
Content Creation Framework
IT talent in
banking is worried
that London is no
longer a global
hub
ABC Recruitment
writes about the
booming
Singapore market
Examples of
candidates moving
helps IT talent feel
confident to move
to Singapore via
ABC Recruitment
Problem Solution Resolution

17. Problem
Solution
Resolution
Calls to action…
19
Content Creation Framework

18. Writing for the Web

19. Headline says it all!
Images drive up engagement
by about 30% and reduce
bounce rates
Rich media help to increase
conversions on landing pages
by up to 80%
Clear social sharing
icons
Conversion point
Links in content to drive
traffic to other areas of
site
Conversion point
Conversion point

20. Content Distribution

21. 23
Distribute your message via Channels.
Direct people to Platforms.

22. Direct members from the
home page of LinkedIn
straight to your website in
order to convert them into
Candidates, Clients and
Consultants
24
From LinkedIn to your website

23. Direct members from the
home page of LinkedIn
straight to your website in
order to convert them into
Candidates, Clients and
Consultants
25
From LinkedIn to your website

24. Good Status Updates

25. Status Updates
Using the right status updates on
social media is key to the
success of your content
marketing efforts

26. Examples of High Engagement
Aim for 1% and above engagement

27. Examples of High Engagement
Aim for 1% and above engagement
Ask questions
Using images
Lead with statistics Keep it short“Benefits of” and “How To”
Personal development“Meet the…”

28. 30
100% of the top status updates on LinkedIn
in the last year have included images or video

29. 31

30. Measuring Content Marketing
32

31. 33
Measuring Content Marketing
Views Actions Outcomes

32. 34
Extend Your Reach
Organic Earned Paid

33. 1. Fish where the fish are, Give
them what they want, Bring
them in.
2. Structure your content around
Problem, Solution, Resolution.
3. Analyze your updates - what
works?
4. Measure your reach today.
5. Sponsor your best updates.
35
5 Take Aways