AIA present the growth of inbound marketing within recruitment, the methodology behind it and why it is so important in attracting passive talent.

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Helen Alkin
Head of Future Talent Recruitment
Marks & Spencer
@MandSTalent
Nathan Perrott
Director of Digital Marketing Strategy
AIA Worldwide
@Nathan_Perrott

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WHAT IS INBOUND MARKETING?

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‘INTERUPTION’ MARKETING
• TV, radio & print ads
• Billboards & outdoor advertising
• Outbound sales calls
• Social media advertising
• Most banner / display ads
• Most video ads
• Purchased email lists (cold emails)
OUTBOUND

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ORGANICALLY EARNING ATTENTION
• Content marketing
• SEO
• Social media / professional networking
• Influencer marketing
• Opt-­in email marketing
• Public speaking
INBOUND

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INBOUND
ORGANICALLY EARNING ATTENTION
• Content marketing
• SEO
• Social media / professional networking
• Influencer marketing
• Opt-­in email marketing
• Public speaking

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“Information created for a specific audience that is valuable
and supportive to their needs and interests, available at a
time and in a format that is contextually relevant.”
GOOD CONTENT IS AT THE HEART OF INBOUND
MARKETING. BUT WHAT IS ‘GOOD CONTENT’?

8. BUILD YOUR TALENT
GOOD CONTENT IS AT THE HEART OF INBOUND
MARKETING. BUT WHAT IS ‘GOOD CONTENT’?
“Information created for a specific audience that is valuable
and supportive to their needs and interests, available at a
time and in a format that is contextually relevant.”

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What does
my brand
stand for?
What does
my audience
care about?
Content sweet
spot

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ALUMNI
ADVOCATE
HIRE
CANDIDATE
APPLICANT
PROSPECT
VISITOR
STRANGER
THE CANDIDATE FUNNEL

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BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

13. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

14. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

15. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

16. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

17. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

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http://recruitingcontentframework.com/

19. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

20. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

21. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

22. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

23. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

24. BUILD YOUR TALENT
BUILDING A RECRUITING CONTENT FRAMEWORK
http://recruitingcontentframework.com/

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http://recruitingcontentframework.com/

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SME thought
leadership, opinion
& insight
Employee ‘hero’
profile
Employee passion
/ non-­work profile
Culture profile
Career / job profile
/ focus
Inside stories Wellbeing focus CSR focus
Job / career advice
& guidance
Company news &
innovation
Industry news
updates
Audience-­relevant
3rd party content
Location spotlight
Inspiring 3rd party
content
Featured partner
content
Project / Team
focus
Challenges &
competitions
Instructional / How
to… Guides
Internal talks Behind the scenes
SAMPLE CONTENT TOPICS

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Blogs Newsletters White papers Videos
Live video
streaming
Webinars Podcasts Testimonials Case studies Articles
Infographics
Q&A forums / Live
Q&A
eBooks Photos
‘Sponsored’
subject-­focussed
content (e.g.
Barclays Life
Skills)
Video tutorials /
Whiteboard
Fridays
In-­depth editorial-­
style 3rd party POV
articles
Games
Digital magazines
(e.g. Flipboard)
Crowd reactive /
crowd-­sourced
Long-­form
Short-­form
Micro-­form
Live
SAMPLE CONTENT FORMATS

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7 STEPS TO CONTENT MARKETING SUCCESS
PLAN GENERATE PUBLISH DISTRIBUTE PROMOTE ENGAGE MEASURE

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OBJECTIVES

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1) Dispel myths & perceptions of working at M&S

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1) Dispel myths & perceptions of working at M&S
2) Better inform candidates

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1) Dispel myths & perceptions of working at M&S
2) Better inform candidates
3) Improve self-­selection

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1) Dispel myths & perceptions of working at M&S
2) Better inform candidates
3) Improve self-­selection
4) Open up communication channels

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1) Dispel myths & perceptions of working at M&S
2) Better inform candidates
3) Improve self-­selection
4) Open up communication channels
5) Get on the radar of core passive talent pools

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THE SOLUTIONS

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GETTING THE FOUNDATIONS / INFRASTRUCTURE RIGHT
• Content-­rich, device-­optimised careers website
• Quick & easy access to job search
• Search engine optimised job descriptions / results
• Candidate-­employee discussion forum
• Blog functionality for authentic, inside stories
careers.marksandspencer.com

38. BUILD YOUR TALENT
“Hello I have a career
question. With the school
leavers scheme what
does it involve and do
you become a section
manager or a
commercial manager?
Thank you.”
“Hello. Its a 12-­18 month
fast track management
development programme
which combines on the
job training with relevant
class room based
activities. It leads into a
commercial manager
role.”

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DISTRIBUTION & PROMOTION CHANNELS

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YourPerfectSandwich.co.uk

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ON-­CAMPUS ACTIVITY

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PROMOTED SOCIAL MEDIA POSTS

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PROMOTED SOCIAL MEDIA POSTS

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PROMOTED SOCIAL MEDIA POSTS

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CANDIDATE ENGAGEMENT & KEEP-­WARM

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A DAY IN THE M&S TEST KITCHEN FOR THE WINNING ENTRIES

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