The power of media and content
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Hoe spreek jij als recruitment organisatie kandidaten en opdrachtgevers aan? Inderdaad, content is king in het huidige social media tijdperk. Binnen het recruitment landschap is content marketing momenteel hot topic. Het delen van goede content versterkt relaties met kandidaten en opdrachtgevers en verandert hun beeld van jouw recruitment brand. Een sterke content strategie is essentieel om passief talent te binden aan je recruitment brand.
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The power of media and content
- 1. The Power of Media and Content Social Recruiting series for Staffing, Search and Recruitment agencies with Alex Charraudeau @alexCharraudeau #Staffing #HireToWin
- 2. #STAFFING #HIRETOWIN Alex Charraudeau Ex-recruiter 7 years as a recruitment marketing guy Web design, development, brand strategy, search marketing, email marketing, social media strategy At LinkedIn I help recruiters get the most out of LinkedIn ABC (Always be connecting) LinkedIn Twitter Google+
- 3. #STAFFING #HIRETOWIN The Power of Media and Content Introduction to content marketing Audience segmentation 3 steps to content marketing 5 key content stats Where media meets social 3
- 4. An introduction to content marketing 4
- 5. #STAFFING #HIRETOWIN 5 Producing information that engages your target audience to educate and convert. Content Marketing
- 6. #STAFFING #HIRETOWIN 6 Success in marketing today is not based solely on quantity; quality of engagement is essential. Content makes people aware of your business – this is the first step towards getting anyone to apply. Why use content?
- 7. #STAFFING #HIRETOWIN 7 “We thought to ourselves what a dream it would be if our ideal audience would just call us instead…”
- 9. #STAFFING #HIRETOWIN Why segmentation matters 9 68% of members want to see relevant and insightful content. B2B companies that blog related to their industry generate 67% more leads per month than those who do not blog. 58% of consumers trust relevant editorial content. 78% of chief marketing officers think targeted custom content is the future of marketing.
- 10. #STAFFING #HIRETOWIN 10 10 Make sense of the mass Clients Candidates Existing Clients New Clients JAVA developer .Net Developers Technical candidates Non-technical candidates UK professionals APAC professionals
- 11. #STAFFING #HIRETOWIN 11 11 How to segment your audience Industry –Public Sector, Oil and Gas, IT, Marketing Functional split –IT, Engineering, Marketing, Sales, Finance Skills split –JAVA, Qualified Accountant, B2B Marketing, Management Geographical split –Local, National, International Thematic split / interest split –Sport, Entertainment, Industry Insight, Events
- 12. 3 steps to content marketing 12
- 13. #STAFFING #HIRETOWIN Content planning 13 Your target market is your ideal candidate, so create a profile of that person. What is their background? What defines them? Where are they online? Give them a name and a picture – make them real! Figure out what will capture their attention. What is that person interested in, what does that person care about, what else are they doing online? Position your business as an expert, authority and place to go for any information or guidance in their space. Be relevant, be authentic and be personable. Create videos, interview your people or industry experts, share information from events, write blog posts and e-books on the state of jobs in your industry, create salary surveys. Put this content in the right places.
- 14. #STAFFING #HIRETOWIN Creating a content calendar 14 What can we create? (own branded content) What content can we share? (external content) Who is responsible for what types of content? When are certain topics more relevant? Who will be responsible for following up?
- 15. #STAFFING #HIRETOWIN 15 Content pyramid schemes One white paper 3 news articles 7 blog posts 25 group discussions 150 Tweets
- 16. #STAFFING #HIRETOWIN Creating and distributing content Which channels are most relevant for our audience? Where will the content link back to? How are we tracking value? Who will be responsible for the follow up and moderation? 16
- 17. 5 key content stats 17
- 18. #STAFFING #HIRETOWIN Video gets 100% more likes/shares than other content Video is one of the hardest types of content to produce, but has some of the highest value in terms of engagement. Web pages with video content on them increase the number of people completing an action (like an application) by 45%. Video can be used across most channels.
- 19. #STAFFING #HIRETOWIN 33% of all brand impressions come from shared/liked content on LinkedIn People who aren’t following you or connected with you need a clear path from the content you distribute back to a conversion point. This will help change the viewer into either a CV or a job specification from a client. Your content has to link directly to your services and information about your business. Ensure that the content you are sharing demonstrates your relevancy in that market. Create content that is easy to share. Add clearly signposted social sharing buttons.
- 20. #STAFFING #HIRETOWIN 56% of B2B marketers create content in-house exclusively, an increase of 18% over 2011 Home-grown content is always going be more relevant and will improve your brand’s perception. Creating good quality content takes time – focus on producing at least one high quality piece of content per market per quarter. Remember that good content can be used in more than one way.
- 21. #STAFFING #HIRETOWIN 90% of consumers find custom content useful. 78% believe that organisations behind content are building relationships Outline what the next steps are for some one who has seen your content. How can people receive more of this valuable information? Plan how you will continue to market to your audience on an on-going basis to build a relationship. Give them something to look forward to!
- 22. #STAFFING #HIRETOWIN Companies experience up to 400% increase in conversions by pointing candidates to highly targeted landing pages If you are building landing pages on your own site make sure there is relevant information next to it – such as jobs or related content. Build out Facebook apps to convert people reading your content. When using LinkedIn build a Career page so that your traffic can find jobs
- 23. Reach a wider audience on LinkedIn 23
- 24. #STAFFING #HIRETOWIN Organic, earned and paid audiences 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
- 25. #STAFFING #HIRETOWIN Organic, earned and paid audiences Look at the audience you want more engagement with. Build out a profile for those people – think Geography, Industry, Job Function, Seniority, Company Size, Current Company Name, School Name, Groups. Write content, post jobs and have a relevant landing page built for those types of professionals. Think about advertising types – own creative or viewer aware dynamic.
- 26. #STAFFING #HIRETOWIN Organic, earned and paid audiences Click-through rates on desktop LinkedIn are 10x as high as traditional display ads. Content generates 6x more engagement than jobs. 26
- 27. #STAFFING #HIRETOWIN Organic, earned and paid audiences Content has to link to targeted landing pages, as does advertising.
- 28. #STAFFING #HIRETOWIN Organic, earned and paid audiences Targeted advertising will increase reach within your key audiences – look at the statistics to make sure. Track increases in key performance indicators – such as page views, new followers and job applications. See how advertising is improving your other metrics – such as InMail response rates.
- 29. #STAFFING #HIRETOWIN Review – Five Steps To Content Marketing 1. Segment your audience 2. Build out a persona for your various target audiences 3. Plan your content 4. Create and distribute your content 5. Reach a wider audience through media 29
- 30. #STAFFING #HIRETOWIN Thank you! Please join us next time … Advanced Content Webcast coming soon! You will soon receive an invitation for our next Webcast on content marketing and Follower engagement. All slides will be sent via email following this session. Always be connecting: LinkedIn Twitter Google+ 30
Editor's Notes
- I’m going to start with an introduction to content marketing… I appreciate it is pretty straightforward concept to some of you,– in fact 78% of chief marketing officers think targeted custom content is the future of marketing – but I will start by outlining it.
- Content marketing is producing information that engages your target audience to educate and convert. Three words in there that really mean something to me when it comes to content marketing are Engage, Educate, Convert. Content marketing can be the single most effective tool in your marketing arsenal. It has the power to not only convert an audience that is already aware of your business, but it can reach further and get in front of people who have never heard of your organisation or your services. Hang on a second – but what is content? Content can be anything from articles, blogs, news content, whitepapers, photos, videos, infographics, podcasts.
- Content marketing isn’t just about reaching a huge audience – in fact, depending on your target market a huge audience may not even exist! What content can do is start a quality conversation. Like a conversation content will start to make people aware your business, your services, what you can offer and how you can change their current situation. Content and the subsequent engagement can be the first step you candidates take before making an application to one of your positions, or could be the nudge you give a prospective client to start working with you.
- Content marketing is being used because of the potential for scale. It is easier to create something of value, share it with your relevant audience, get it amplified out wider still instead of cold calling everyone who might be of interest to your business. Marketing with content is like marketing with a magnet instead of a sledgehammer
- The first step before you think about what kind of Blog you are going to write or the Tweets you can potentially send is what is the audience you want to engage with. As a recruitment business you may be a multi-vertical recruiter covering lots of different disciplines. You may be niche and only specialise in a relatively small market or industry. Which ever way you look at it – you can still potentially segment your overall audience and create different audiences who want to hear different messages.
- The first step in a marketing campaign is understanding your audience. This is exactly the same first step in content marketing. Segmentation is so important because people want to see relevant content when they are on social networking sites. In fact 68% want relevant content. Content is widely used in Business to Business marketing. As recruitment is about getting professionals jobs then I’d consider recruitment to be a B2B industry. Blogging has been highlighted as a great channel to generate leads if it is relevant. Consumers trust good quality targeted editorial content. Over 50% of people trust this content. But don’t just take my word for it – 78% of chief marketing officers think targeted custom content is the future of marketing. So listen up!
- Right. Now imagine you are an IT recruiter. Now think of each of these people as a potential candidate, client or employee. Start by splitting them into clients and candidates. We’ll imagine the left is clients. We’ll further divide the clients into people we have done business with and those we haven’t done business with yet. The far left would be people we’ve work with in the past. Now we are going to break down the candidates into technical and non-technical professionals. On the left is technical. We’ll further split that into JAVA developers (left) and .Net developers on the right. When you are breaking down your audience make the size of the divisions representative of the market, how you work and your goals for this year. The top part of the diagram could be a geographical split – so that’ll be mainland Europe, the bottom Asia and the central section the UK. You can then start selecting segments of your audience that you can start to market to. This yellow section would be prospective clients in mainland Europe with whom you haven’t done business with. The pink section could be candidates in non-technical functions based in the UK such as IT sales people The blue section is JAVA developers in the UK. Obviously this is quite a simplistic version of building your audience profiles out and you can go into a lot more detail, I mean you can split the JAVA developers in half again for contractors and perm people. You can look at your clients broken down further by their industry, but hopefully this will start to give you an idea how you can market your business. If you wanted to market to all of the shaded sectors you could either generate generic IT content for the UK and Mainland Europe, more targeted content for UK IT professionals or further targeted into JAVA content for the UK market and non-technical content for the IT market in the UK. Having done this segmentation exercise you can easily start to translate this into a content marketing plan – which I will go into in more detail shortly.
- Some of the ways you can split your audience could be into Industry, Function, Skills, Geographies, or Themes and common interests. The concept of themes seems a little tenuous at first – but actually I’ve seem some great relationship marketing from recruitment agencies in the past who have written content, set up groups and used Email marketing based on interests – such as football, cars, places to eat in the City or other such topics. Sometimes these tenuous links are what ensure you are memorable and increases the affinity an individual has for you or your business.
- Now that we’ve looked at how to think about your audience and your market, lets start to figure out how you actively market to them.
- The very first thing you need to do is start planning what type of content would be best for each segment of your audience. CLICK Draw four boxes. This will be the frame work for building out your plan. Start by thinking back to your initial audience breakdown. Pick a box - such as our UK JAVA developers. Now start to look at their profile. CLICK Establish what their background is, what defines them. What do they do online? Start to build out a persona for this person. I highly recommend drawing a picture of this person, or using an image to represent this type of person. Then give them a name. Lets make them real! The more real this person feels in your mind the easier you will find it to relate to them and the easier it will be to market to them. We’ll call this JAVA developer Paul. CLICK Figure out what they would be interested in. At this stage – if you are going to be undertaking a lot of marketing activities it could be worthwhile interviewing some of your target audience or sending them a survey to change your assumptions about that audience into facts. You may be surprised with the findings! Try using a free tool like Survey Monkey. CLICK Now is when you first start thinking about the message you can send Paul. What message does your business want to portray? How do you translate his interested into content? What content you can create that has that message? When you are thinking about the content you want to produce consider how relevant it is to Paul. Would he have already heard this message elsewhere? Can you talk with authenticity about this subject. Does it feel real or does it feel like you copied and pasted an article from the Financial Times? Can you get the personality of the business or the personality of the person who is producing this content across? Make sure that you do – because recruitment is a people business. I know it sounds like a cliché, but it really is true. People buy from people. If you can demonstrate what it is like to work with you through the content you produce, all the better. CLICK So this message and content – would this best be served to Paul as an E-book or blog post? Would he want to read a white paper or watch a video? Take into consideration the profile of the person you are trying to market to when you are considering what medium to use. Then think about how you are going to get this information out there to people like Paul. Are you going to email your existing database? Are you going to post it into relevant groups on LinkedIn? Will you share it on Twitter? Make sure that you aren’t wasting your time by putting content in the wrong places. In your survey – ask Paul where he is “hanging out” online. Use that information to inform your decisions in where to post content. Posting information takes valuable time. Make sure it is worth it.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- The amount of time of you spend creating content will often dictate how many good pieces of content you can produce. For example if you produce one white paper per quarter you need to figure out how you can get the most from it. If the white paper is good enough you should be able to get a number of news article produced off the back of it. Several blogs too I’m sure. The number of group discussions you can start will be further amplified. Then for individual posts on things like Twitter or Facebook or company status updates on LinkedIn you can get hundreds from that one original white paper and the subsequent blogs or news articles. Suddenly the effort it takes to produce that initial piece of content seems much more worth while!
- When you are distributing the content look back to your persona for Paul. Which channels are most relevant for him? Where is he hanging out. If you are pushing your content out over Twitter or other social networking sites think about where the content will live. What will people see when they come back to your site or your blog? Make sure that there are relevant calls to action sitting alongside them. Let Paul read an article about JAVA development and then see the most relevant JAVA jobs you currently have. It makes sense! I know it sounds simple, but unless you have the right calls to action alongside the content you will never go from “building a brand” to “generating business”. Most business owners won’t care if you’ve had 10,000 reads of your latest article if they haven’t seen applications to job roles go up. Which leads me to my next point. How are you tracking success? What metrics are you measuring? Some of the things I would consider thinking about if you are housing content on your own website would be – Time spent on the site - Number of pages visited - Change or trends in number of applications around the time of content distribution - Response rate changes to other marketing activities including email marketing, InMails response rates, Call to Connect ratios. - there are many more and some that might be more relevant to your business Make sure that someone is responsible for responding to comments in groups, people commenting on articles and blogs and ensure that there are people to moderate what people are saying. If you don’t give that responsibility to someone it will often get forgotten. Use the content as a way to start a dialogue. This a conversation. The start of a relationship with your audience. Make sure you have people taking charge of that.
- There are so many statistics out there about content marketing so I thought I would pick a few and explore how you can use them to your advantage.
- Firstly
- The next part will look at once you have set up the basics you can superpower your efforts. Reach a wider audience and get your message out there.
- Your followers, fans, members, connections will see your content. This is defined as the organic reach of your campaign. They may spread this further through social amplification if the content is relevant and engaging. You can get further than this initial audience through amplification. This is called earned media. This section of your audience is really important because you have demonstrated your authority and are introducing your business to them. The Earned audience is the audience that you can not directly influence and will continually be in flux. Remember – if you reach someone through a shared message you may never get in front of them again so make it count! To reach a wider audience, or to push your message out at scale quickly consider advertising. Obviously this will have a price associated with it, but it is a way to get in front of people who may never have heard of you before and help them to form opinions. I’ll look into how this works in a little more detail shortly.
- Think about the audience that is most relevant to you and that you want to get more from. With LinkedIn I’d recommend building out their profile taking into account various things. Because LinkedIn has so much information on each member you can target based on things like Geography, Industry, Job functions, Seniority etc. Before sending out your adverts make sure that you have some relevant information attached to your business – ensure that you have a good landing page. With LinkedIn that will often be your company and Career page. But also think about the status updates you need to push out. What kind of the content and jobs will these people see when they visit your page? Make sure they are relevant and interesting. Adverts will be pushed out to the most relevant audience and link back to your landing page. Consider if you want to create your own branded advertising or if you would rather use some of the LinkedIn own created advertising. To give you some perspective on click through rates – because of the targeting and relevancy of the advertising on LinkedIn the average click through rates tend to be about 4times the industry average for own created ads. With the viewer aware ads the click through rates can go up dramatically higher to near 20times the industry average. Here you can see a few examples of client created advertising and the last one is an ad that pulls in the viewers profile picture alongside the business that is advertising.
- The next step on the journey of a member on LinkedIn is visiting the company and career pages. Career pages live alongside the more generic information provided about your company. The company page will hold all of your content. There are relevant calls to action on the right hand side linking through to a career page. The career page can be set up so that each different audience will see their own targeted message. For example here on the right we can see a message for an Oil and Gas professional with relevant imagery, content, videos. That would live alongside the most relevant jobs too listed in order of relevancy. 30% of people who visit a career page will click on a job. So if you are marketing on LinkedIn getting people to engage with your business on LinkedIn it makes sense to have a place for them to convert from a viewer or visitor into an application.
- Measure what you have achieved over time. How is the audience visiting your pages increasing? How is the bias between different job functions and industry changing with your advertising? Start to track what is working and see how that collates to increased job views, job applications and followers. How are the advertising campaigns and content marketing effecting your InMail response rates? We tend to find that people who have been exposed to advertising, become a follower or who look at your company and career pages tend to be twice as likely to respond to InMails.