The right content strategy to attract the right talent What we’ll cover today 1. Branding for influence to drive quality hires 2. Influencing with content marketing 3. Developing your content strategy 4. Content hints and tips 5. Client case study

1. The Right Content Strategy to Attract the Right Talent
©2014 LinkedIn Corporation. All Rights Reserved.
Margie Kwan
Solutions Consultant Brand & Communications , APAC

2. TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved.
Agenda
1. Branding for influence to
drive quality hires
2. Influencing with content
marketing
3. Developing your content
strategy
4. Content hints and tips
5. Client case study

3. TALENT SOLUTIONS
Our customers’ talent needs are constantly diversifying
Business model
changing…need
different capability
We need to build a more diverse
workforce
We’ve defined our EVP,
but talent still doesn’t
understand us.
We need to source talent from
overseas
Strong consumer brand
but misconceptions
about us as an employer
Quality
of Hire

4. TALENT SOLUTIONS
Increase quality of hire by branding for influence
©2014LinkedIn Corporation. All Rights Reserved. 4
Source: Corporate Executive Board
Quality applications 54%
Quality shortlist 22%
Quality hires 9%

5. TALENT SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 5
The world’s best Talent Acquisition professionals and Marketers think the same

6. TALENT SOLUTIONS
Influence talent at all stages of the decision cycle
6
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
before

7. Influencing with content marketing
©2012 LinkedIn Corporation. All Rights Reserved. 7
INFLUENCING THROUGH…..

8. TALENT SOLUTIONS 8
Producing information that engages your target
audience to educate and convert.
Content Marketing

9. TALENT SOLUTIONS 9
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?

10. TALENT SOLUTIONS 10
Engage, Educate, Convert.

11. TALENT SOLUTIONS
Build your brand with your audience over time
11

12. TALENT SOLUTIONS 12
“We thought to ourselves
what a dream it would be if
our ideal audience would
just call us instead…”
Talent

13. TALENT SOLUTIONS
Talent Landscape
13
0% 20% 40% 60% 80% 100%
Active Passive

14. TALENT SOLUTIONS
0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
14
Passive

15. Developing your content strategy
©2012 LinkedIn Corporation. All Rights Reserved. 15

16. TALENT SOLUTIONS
Develop audience personas
16
Who is your ideal
candidate? 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. Put this content in
the right places.

17. TALENT SOLUTIONS
What content is your target interested in?
17
“Do not address your
readers as though
you are addressing a
stadium.
When people read
your copy, they are
alone.
Pretend you are
writing to each one of
them a letter.”
IT professionals
IT professionals in
banking
Senior IT
professionals in
banking

18. TALENT SOLUTIONS
Create and Distribute Content
18
 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?

19. ©2012 LinkedIn Corporation. All Rights Reserved. 19

20. TALENT SOLUTIONS
Create a Content Calendar
20
 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?

21. TALENT SOLUTIONS
 Job related content
 Interview tips
 Jobs!
21
Create content for both active and passive people
Active Content Passive Content
 Industry content
 News from your business
 Projects
 Events
 Career advice
 Entertainment
“I do not regard advertising
as entertainment or an art
form, but as a medium of
information.”

22. TALENT SOLUTIONS
Creating vs. Curating
22
0% 20% 40% 60% 80% 100%

23. TALENT SOLUTIONS
Where to find content…
23

24. TALENT SOLUTIONS
The importance of a good headline
24
“On the average, five times as many people read the headline as read
the body copy. When you have written your headline, you have spent
eighty cents out of your dollar.”
0% 20% 40% 60% 80% 100%

25. TALENT SOLUTIONS
Expanding your audience
25
 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

26. TALENT SOLUTIONS
Touch 1: Welcome Pack
Convert talent with strong Calls to Action
1. Generate Leads CTA
Attract visitors and turn them into leads.
Examples: End of post, web side bar, online ads
3. Social Sharing CTA
Effective, simple way for talent to be your
brand ambassadors
Examples: Blog posts, infographics
2. Form Submission CTA
Drive candidates to your talent pipelines
Examples: Landing pages, content download

27. TALENT SOLUTIONS
Jobs
Talent Direct
Career Pages
Sponsored Updates
LinkedIn Solutions influence talent decision-making
©2013 LinkedIn Corporation. All
Rights Reserved.
27
Recruitment Advertising
Work With Us
Awareness
Advocacy
Brand awareness -
attract ideal
audiences at scale
Engage with targeted
communications
Build talent
communities
Outreach to priority
roles (buyers)
Hire
Consideration
Preference
Conversion

28. TALENT SOLUTIONS
Our customers’ talent needs are constantly diversifying
Business model
changing…need
different capability
We need to build a more diverse
workforce
We’ve defined our EVP,
but talent still doesn’t
understand us.
We need to source talent from
overseas
Strong consumer brand
but misconceptions
about us as an employer

29. TALENT SOLUTIONS
Key takeaways
1. Seek to provide guidance and influence talent to make the right
decision for them
2. Understand your target audience
3. Engage by creating, sharing and distributing relevant content
4. Have a strong call to action to convert candidates
5. Reach a wider audience through media

30. TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. 30
Margie Kwan
Solutions Consultant
mkwan@linkedin.com