This document outlines a content strategy for Stepstone B2C to attract more traffic to their website. It proposes creating relevant content tailored to different career levels and distributing it through multiple channels including a weekly email, Nine2Five magazine, and their website and social media platforms like Facebook, LinkedIn and Twitter. The content would focus on topics like job applications, work-life balance and business strategy. The goal is to engage both current and potential users and drive them to register on the Stepstone website where they can receive personalized career coaching from job agents. Key metrics like website traffic, social media engagement and email metrics would track the success of the content strategy.

2. Stepstone B2C
Hannah Merki - Sophie Eeckeman - Bart Van den Langenbergh - Bart Van
Costenoble

3. ✓ Problem
✓ SWOT-analysis
✓ Objectives
✓ Target Groups
✓Concept
Summary
✓ Mailing
✓ Magazine
✓ Contentplan
✓ Attract people to website
✓ In a nutshell...

4. Problem

5. Problem
How can we create
relevant content and how
can we integrate it in the
Stepstone experience?

6. SWOT Analysis

7. SWOT Analysis
Strenghts
- Professional approach
- International credibility
- Job Agents
Weaknesses
- Website is not user
friendly
- Content & jobs are not
relevant enough
- Non-integrated marketing
- No social media strategy
Opportunities
- Attract new targets
- Online job search
- The market wants pro
coaching
- They want to pay for cv
optimalisation
Threats
- Crisis
- Competitors
- Integrators

8. Objectives

9. Objectives
• Create relevant content and integrate it in the
Stepstone experience
• Attract traffic to the website
• Keep people who are already registrated coming to
the website

10. Target groups

11. Target groups
Target by experience and active or passive job search
1. Juniors (0 - 2 years)
2. Mid-seniors (2 - 5 years)
3. Seniors (5 + years)

12. Concept

13. Job Agents
✓ Personal & professional approach
✓ Relevant content
✓ Use real people on the website
Julie
Matthias
Marc
juniors
Mid-seniors
Seniors

14. Website Optimization
Sign up now and I will
give you some personal
advice to find the perfect
job!
✓ No pop-up
✓ Call to action in the upper right corner
✓ One opt-in button
✓ No advertising style

15. Advantages
✓ Own profile
- CV
- Agenda with applications and favorite jobs
- Feed with relevant jobs and tips
✓ Professional coaching by our job agents
- Personal tips
- Motivation & encouragement
✓ Weekly mailing adapted to your profile

16. Registration
Hello, I’m
Matthias, your
personal job
agent.
✓ Keep it short and simple
✓ Segmentation to devide people into the three different target
groups
✓ Assign a personal job agent
Junior (0-2)
Mid-senior (2-5)
Senior (5 +)
Unemployed
Working
Working and looking for opportunities
✓ ✓
Name:
..............................................
..
Date of birth: .../.../.....
City:
..............................................
.......
E-mail:
..............................................
...
Password:
........................................
Current situation:

17. Personal Profile - Feed

18. Mailing

19. Weekly Mailing
1 mail /
week Job
Agent
Career
Info
News
Letter
Actua
Nine2Five
Magazine

20. Weekly Mailing

21. Weekly Mailing
Hi Hannah
How is the job hunting going? I have some jobs that might
interest you.
If you want to sollicitate, here are some articles
that might help you!
Tips for your first sollicitation.

22. Nine2Five Magazine

23. Magazine
✓ Clear opt-in on the website
✓ Add possibility to share articles
✓ Integrate links to Stepstone into the magazine
✓ Use articles from the magazine as content for the Facebook page
✓ Use articles from the magazine as content for the weekly mailing

24. Content strategy

25. Content Strategy
GOAL
Generating more website traffic through qualitative
and relevant content, via different channels.

26. Content Topics
Junior (0-2 years)
Salary meter
Job application tips
Personality tests
Nine To Five Maggazine, …
Mid-senior (2-5 years)
Work-life balance tips
Working abroad
Promotion, …
Senior (5-8 years)
Management
Teamwork
Business strategy, …

27. Channels
Junior (0-2 years)
Facebook, Twitter, Linkedin
Website
Videobooth
Mid-senior (2-5 years)
Facebook, Youtube, Twitter, Linkedin
E-mail
Website
Senior (5-8 years)
Linkedin, Twitter, Youtube
Website
E-mail

28. KPI’s
Facebook
IPM: Interactions per thousand fans
Twitter
Followers, retweets, favorites, mentions
E-mail
Open rate, CTR, bounce rate
LinkedIn
Discussions, CTR
Youtube
Views, likes, dislikes, comments,
Website
Visitors, subscribers, Bounce rate, Time spend on site

29. Editorial Content Plan
Focus on Q1 & Q3 for content

30. Editorial Content Plan

31. Content Tools
‣ A good Excel template – see our example
‣ Choose a software
‣ Collect all your content on one blog for one particular
position
- SEO
- No time for own content? Ask your partners!

32. Create traffic to the
website

33. Google SEO & SEA
‣ Keywords
‣ Job, vacature, werken
‣ Job: Brussel, Henegouwen & Antwerpen
‣ Vacature & werken: Limburg, West- & Oost-Vlaanderen

34. Facebook Strategy
Facebook Page
‣ Content from the blog
‣ Make a contentplan
- What & When
- Topicality is important
‣ Think about the language
- Why English?
- Target on Dutch and French!

35. Facebook Ads
‣ Advertise via Job Agent
‣ Target the different segments
‣ Stepstone.be is the landing page

36. Facebook Share

37. Application
Facebook
‣ Let the current application go
- Not integrated with whole image Stepstone
‣ Recommend jobs to your friends
Mobile application
‣ Good application
‣ Give the possibility to search for jobs without registration
‣ Promotion on website and weekly e-mail

38. Offline
‣ Video Booth
‣ Schools & Job Fairs
‣ Link to online
- Facebook
- Twitter

39. In a nutshell...
Attract to the website (via content, advertising, ...)
Registration on the website
Using the web platform on Stepstone
thanks to relevant jobs & tips