Content mktg for Talent Acquisition
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This document summarizes a webcast on using content marketing for talent acquisition. It discusses how producing engaging content can help attract candidates and move them through the marketing funnel. The webcast covers defining goals for content marketing, what makes content effective, and how posting on LinkedIn can help engage talent and build relationships. Specific tips discussed include segmenting audiences, planning relevant content, and using a content pyramid and calendar. Examples of successful client cases using LinkedIn content marketing to promote events and source hospitality workers are also provided.
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Content mktg for Talent Acquisition
- 1. Webcast on Content MKTG for Talent acquisition 11 november 2014 ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
- 2. Tomaso Giusti Media Solutions Consultant tgiusti@linkedin.com Cristina Arbini Media Account Manager carbini@linkedin.com
- 3. Agenda: • Introduction to content MKTG • Why and how posting on LinkedIn • 3 tips on Effective communication • Some successful cases
- 4. 4 Content Marketing Producing information that engages your target audience to educate and convert.
- 5. 5 Why use content? 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.
- 6. 6 Content Marketing Funnel Content Marketing creates engagement, trust, and thought leadership through relevant messaging 704,840 Impressions It attracts candidates and clients at the top of the funnel and nurtures leads down the funnel
- 7. 7 Content MKTG Goals: Survey: Content MKTG report by Technology Marketing
- 8. 8 What makes Content effective Survey: Content MKTG report by Technology Marketing
- 9. 9 Effectiveness of social Media Survey: Content MKTG report by Technology Marketing LinkedIn tops the list of the most effective social media platforms to deliver content and engage audiences
- 10. Personal network Vs. Professional Spend Time Personal Networks Invest Time Professional Networks Top 3 types of content expected1 Info on friends Info on personal interests Entertainment updates Career info Info on companies Updates on industries 1 2 3 1 – The Mindset Divide research study, TNS, September 2012
- 11. Why and How Posting on LinkedIn 11
- 12. LinkedIn: A global pool of talent 3M+ INDONESIA 5M+ CHINA 2M+ PHILIPPINES 1M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 9M+ CANADA 100M+ UNITED STATES OF AMERICA 18M+ BRAZIL 24M+ INDIA 3M+ TURKEY 6M+ AUSTRALIA 1M+ NEW ZEALAND 1M+ UNITED ARAB EMIRATES 3M+ SOUTH AFRICA 16M+ UNITED KINGDOM 8M+ FRANCE 7M+ ITALY 2M+ BELGIUM 1M+ DENMARK 5M+ NETHERLANDS 6M+ SPAIN 1M+ SWEDEN 313M+ Members worldwide +2 New members per second
- 13. Professionals come to LinkedIn to develop their careers, not just to find jobs Knowledge Be the definitive professional publishing platform Network Connect all of the world’s professionals Identity Be the professional profile of record 1 3
- 14. LinkedIn is now the #1 digital business publisher in the world Companies Thought Leaders 3MM Company Pages Company Updates SlideShare Groups 500+ Influencers News Peers 1.5MM Publishers LinkedIn Today 2.1MM Groups Connections Members engage with content to become more productive and successful 14
- 15. Every time you post to your followers, you’re building and nurturing a relationship with them 15 Ways to build relationships with target talent Establish Thought Leadership Generate Awareness of Company and Hiring Build a Community of Target Candidates Promote News or Upcoming Events Build Reputation as an Employer of Choice Member News Feed
- 16. Sharing Content is easy on LinkedIn Insert your content Share it with your followers ©2013 LinkedIn Corporation. All Rights Reserved. 16
- 17. Posting a Video: ©2013 LinkedIn Corporation. All Rights Reserved. 17
- 18. Target your update ©2013 LinkedIn Corporation. All Rights Reserved. 18
- 19. From Status Updates to Sponsored Updates 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
- 20. With Sponsored Updates you can build the same kind of relationships with talent outside your followers 20 313M+ (+2 every sec) Sponsored Updates reach the entire LinkedIn network LinkedIn Member Population Company Updates only reach your pool of followers
- 21. 1) Pick great performing content ©2012 LinkedIn Corporation. All Rights Reserved. 2) Use simple promotion tool to reach your audience Sponsoring is Easy
- 22. Target with accuracy using advanced filters Targeting Sponsored Updates Company Updates Location ✔ ✔ Company Size, Industry ✔ ✔ Function, Seniority ✔ ✔ Company Name ✔ Job Title ✔ School ✔ Skills ✔ Group Membership ✔ Gender ✔ Age ✔ Negative targeting ✔
- 23. Build relationships on desktop, tablet and mobile 47% of LinkedIn’s traffic is on a mobile device Engagement rates can be up to 5x higher on mobile
- 24. Detailed reporting helps you optimize and track your success Campaign Manager tool gives you real time access for self serve reporting at each campaign level: Engagement Follower acquisition Performance Metrics Delivery Budget
- 25. 25 Metrics to measure Content MKTG success Survey: Content MKTG report by Technology Marketing
- 26. Recruiter License allows to contact directly thoughtful interactions Any member that has engaged with the udpate is now a potential candidate. They can be inmailed or added to a project. ©2013 LinkedIn Corporation. All Rights Reserved. 26
- 27. 3 tips on Effective communication 27
- 28. Attract the best talent by building relationships with your most important talent pools Target Scale Engage Advanced targeting to reach the talent you need Engage and nurture passive candidates with relevant content Share content outside of followers at the scale of the LinkedIn network
- 29. 29 29 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
- 30. Content planning 30 Your target market is your ideal candidate, so create a profile of that person. What is their background? Give them a name and a picture – make them real! What is that person interested in, what does that person care about? Be relevant, be authentic and be personable. • Create videos • Employees testimonials • share information from events • write blog posts/white paper
- 31. 31 Content pyramid schemes One white paper 3 news articles 7 blog posts 25 group discussions 150 Tweets
- 32. Creating a content calendar 32 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?
- 33. LinkedIn Confidential ©2013 All Rights Reserved 33
- 34. Use Sponsored Content for Event Promotion Situation: Client needed to register 350 people at a recruiting event and with only one week until the event they were 300 people short. Solution: Sponsor the link via Sponsored Content. Client reached capacity for their event in 4 days!
- 35. Marriott engages experienced hospitality workers for new hotels Challenge: Marriott needed to attract experienced hospitality workers for new hotels Solution: Used Sponsored Updates to target hospitality industry professionals in key areas and raise awareness about growth in those regions. Result: Gained high volume of new followers in key regions Boost in quality of applicants for hard to fill jobs
- 36. Questions??
Notas do Editor
- 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.
- B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices. Holger Schulze Group Founder Technology Marketing Community on LinkedIn
- Time on LinkedIn isn’t simply spent. Time on LinkedIn is invested in professional development. We call this the professional mindset. The professional mindset clearly distinguishes LinkedIn from Facebook and Twitter, which exist primarily in a personal context. The professional mindset is aspirational, members are thinking about how to achieve their ambitions and provide a better life for their families. As a result, our members are highly receptive to advertising, content, and experiences from companies that can help make them more knowledgeable and, ultimately, more successful.
- 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.
- >2 New members per second as of 4/18/14 based on internal estimates 186M Monthly unique visitors for Q1 ’14 according to comScore using LinkedIn + SlideShare http://press.linkedin.com/about
- LinkedIn has evolved over time to become a destination not just for job seeking but for job success. Millions of passive and active candidates are visiting the site not only to update their profiles and network with their connections but also to learn and grow. They visit LinkedIn regularly to become more knowledgeable and ultimately, more successful at what they do.
- LinkedIn leads the world in terms of professional content; it’s the now #1 digital business publisher. Passive and active candidates come to the site to learn more about companies, to read insights from thought leaders, to keep up on industry news and to see what is happening in their network. Members find this information valuable; in fact members engage with content 6x more than they do with jobs. This represents a huge opportunity for companies to meaningfully connect and build a relationship with target candidates through content.
- Right now, when you post to your followers it shows up in their news feed as part of the content that they consume. Companies like yours that post regularly are able to build meaningful relationships with target talent in their follower base. There are a number of ways companies can do this successfully: Establishing themselves as thought leaders in their industry Creating awareness of their company and the fact that they are hiring Building a community of candidates Driving candidates to an event or sharing company news Building their reputation as an employee of choice Which of these resonate most with your own goals and what you’re currently looking to do with your followers?
- 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.
- With Sponsored Updates you can now reach talent beyond your follower base to engage and influence top candidates, regardless of whether they follow your company or not. You’re already doing a great job of engaging your follower population; now you can target and build relationships with top talent outside of your followers as well, at the scale of the LinkedIn network.
- 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.
- Let me get into the specifics of how this works. Sponsored updates helps you attract, nurture and hire the best talent because it allows you to target and engage the candidates you need across the scale of the LinkedIn network.
- 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.
- 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.
- 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!
- 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.
- One of our pilot customers, Marriott successfully used Sponsored Updates to engage target talent in areas where they were opening new hotels. By targeting the talent they needed (hospitality professionals) they saw a boost in the quality of applicants for their hard to fill jobs, an increase in followers in those target regions and a very high engagement rate with their posts.