Inbound Recruitment Marketing: Best Practice and M&S Case Study
•
6 likes•687 views
The document discusses inbound marketing and content marketing strategies for talent recruitment. It defines inbound marketing as organically earning attention through tactics like content marketing, SEO, social media, and influencer marketing. Good content for recruitment should be valuable, supportive, and relevant for the target audience. The document then provides examples of content types, formats, topics, and distribution channels that can be used to build a content framework for a recruiting program. It outlines objectives like dispelling myths about a company and better informing candidates. Finally, it discusses solutions like optimizing a company's career website, using a candidate discussion forum, promoting social media posts, and hosting on-campus events to engage candidates throughout the hiring process.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Inbound Recruitment Marketing: Best Practice and M&S Case Study
Similar to Inbound Recruitment Marketing: Best Practice and M&S Case Study (20)
Recently uploaded
Recently uploaded (7)
Inbound Recruitment Marketing: Best Practice and M&S Case Study
- 2. BUILD YOUR TALENT Helen Alkin Head of Future Talent Recruitment Marks & Spencer @MandSTalent Nathan Perrott Director of Digital Marketing Strategy AIA Worldwide @Nathan_Perrott
- 3. BUILD YOUR TALENT WHAT IS INBOUND MARKETING?
- 4. BUILD YOUR TALENT ‘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
- 5. BUILD YOUR TALENT ORGANICALLY EARNING ATTENTION • Content marketing • SEO • Social media / professional networking • Influencer marketing • Opt-in email marketing • Public speaking INBOUND
- 6. BUILD YOUR TALENT INBOUND ORGANICALLY EARNING ATTENTION • Content marketing • SEO • Social media / professional networking • Influencer marketing • Opt-in email marketing • Public speaking
- 7. BUILD YOUR TALENT “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.”
- 10. BUILD YOUR TALENT What does my brand stand for? What does my audience care about? Content sweet spot
- 11. BUILD YOUR TALENT ALUMNI ADVOCATE HIRE CANDIDATE APPLICANT PROSPECT VISITOR STRANGER THE CANDIDATE FUNNEL
- 12. BUILD YOUR TALENT 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/
- 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/
- 26. BUILD YOUR TALENT 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
- 27. BUILD YOUR TALENT 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
- 28. BUILD YOUR TALENT 7 STEPS TO CONTENT MARKETING SUCCESS PLAN GENERATE PUBLISH DISTRIBUTE PROMOTE ENGAGE MEASURE
- 31. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S
- 32. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates
- 33. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates 3) Improve self-selection
- 34. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates 3) Improve self-selection 4) Open up communication channels
- 35. BUILD YOUR TALENT 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
- 36. BUILD YOUR TALENT THE SOLUTIONS
- 37. BUILD YOUR TALENT 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.”
- 39. BUILD YOUR TALENT DISTRIBUTION & PROMOTION CHANNELS
- 43. BUILD YOUR TALENT ON-CAMPUS ACTIVITY
- 44. BUILD YOUR TALENT PROMOTED SOCIAL MEDIA POSTS
- 45. BUILD YOUR TALENT PROMOTED SOCIAL MEDIA POSTS
- 46. BUILD YOUR TALENT PROMOTED SOCIAL MEDIA POSTS
- 47. BUILD YOUR TALENT CANDIDATE ENGAGEMENT & KEEP-WARM
- 48. BUILD YOUR TALENT A DAY IN THE M&S TEST KITCHEN FOR THE WINNING ENTRIES