Content Marketing for
Recruitment Firms
Anna Wright
Media Solutions Consultant
LinkedIn
#SourceIn

Agenda – Content Marketing
1. What is content marketing?
2. Case Study
3. Make a strategy for your content marketing
4. Distribute Content using LinkedIn
2

Using LinkedIn to…
Content Marketing for Recruiting Firms
3

Content Marketing
Producing information that engages your target
audience to educate and convert.
The art of communicating with your customers or
prospects without selling. Instead of pitching your
products or services, you are delivering information
that makes your buyer more intelligent.
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TALENT SOLUTIONS

Sales vs. Content Marketing
Traditional advertising
shouts at prospect customers
whereas content marketing
talks with them.
Amanda Maksymiw
@amandamaksymiw
TALENT SOLUTIONS

What is content for Recruiting Firms?

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7

©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
8

Case Study
Hear from a firm doing it well.
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS

So#ware
•
•
•
License
Procurement
Annual
Maintenance
Audit
Avoidance
Support
•
•
•
Services
•
•
•
QuickStream
Requirements
Full
Lifecycle
Deployments
Engineered
Offerings
©2013 LinkedIn Corporation. All Rights Reserved.
PlaBorm
Support
Oracle
WCC
&
WCP
Training
Sourcing
•
•
•
Oracle
Staffing
Resource
VeIng
Staff
AugmentaJon
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What is Our Brand?
Sites
Oracle
WebCenter
Portal
Content
Oracle WebCenter Experts
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS

TekStream Personas
Build People
- What do your buyers have in common
- Look at historical data and create buckets
- Segment by LOB with buying behaviors mapped to sales cycle
- Name your personas. Give them life with demographic detail. Refer to them in meetings
What Behaviors Map to Buying metrics?
- Opened an pricing sheet email, watched a webinar, downloaded an eBook…
- What are the most important indicators? Weigh them on a 1-100 scale
- What roles typically engage in research and which make the buying decision
Leverage Behavioral Marketing Metrics to Drive Content
- Marketing Automation platforms such at Silverpop allow real-time behavioral analytics
- Create automated campaigns and lead routing to simplify the sales cycle
Go!
- Write content with a specific persona in mind – Build the call-to-action based on their behaviors
- Find channels that your personas visit, distribute content to those channels
- Consistently refine your personas – Times change, so do buyers – Every 6 months
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS

Get Content
Blogs
PPC
&
Organic
Campaigns
Based
on
Persons
with
SEM
Landing
Pages
Conversa<on
LinkedIn
Groups
Groups
idenJfied
by
personas
All
Social
Video
Jobs
Know
which
networks
provide
value
Job
Boards,
Social,
YouTube,
Instagram
Presenta<ons
Employee
Buy-­‐In
SlideShare
to
LinkedIn
It’s
a
share
fest!
YouTube
Website
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS

Success Metrics
Copy This
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS 14

Let’s Connect!
Find TekStream online, connect with me, and share more content!
Website
hXp://www.tekstream.com
Blog
hXp://tekstream.com/newsroom/
Facebook
hXp://www.facebook.com/tekstream
TwiXer
@TekStreaming
@TekStreamJobs
LinkedIn
hXp://www.linkedin.com/company/tekstream-­‐soluJons
100%
Every
consultant
specialized
©2012 LinkedIn Corporation. All Rights Reserved.
365-­‐24-­‐7
Support
Staff
15
yrs.
150
Million
Average
years
of
SME
Digital
assets
managed
experience
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Planning a Strategy
What Recruiting Agencies can learn from the world’s best marketers.
©2013 LinkedIn Corporation. All Rights Reserved.
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gency
A
Brand is
Identity
A Quality Promise
A Decision Making Short-Cut
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©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS

evant
Rel
Content is
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levant
Re
Content
builds trust
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Inbound marketing is all
about content. Identify a
specific target market so
that you can understand
their motivations.
Distribute content through
social media channels, on
your company’s website, on
your blog, etc.
Put the message in the right
places.
What is that person
interested in, what does
that person care about,
what type of information is
the person interested in?
Then look at your own
resources and begin
building content to tie
back to your target
audience.
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Examples
Of Content Topics for Recruiting Firms
Information on buying
- How to Choose the Best Recruiting Firm to Work With
- Are There Really Benefits to Working with a Recruiting Agency When You are Looking for a Job?
Questions to ask
- 5 Questions to Ask Your HR Recruiter if Your Positions Are Still Open
- 4 Questions You Should Ask Your Boss Before You Quit
Mistakes to avoid
- 7 Common Mistakes Made in the Hiring Process
- 10 Things You Must NOT Say in an Interview
Resources
- 20 Articles to Read About the Future of Cloud Computing
- 5 eBooks That Will Change Your Career in Pharmaceutical Sales
TALENT SOLUTIONS

Distribute on LinkedIn
Push content to customers and candidates.
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS

Members Worldwide
238,000,000
2013

Amplification
Using LinkedIn
Outreach
Company Status Updates
Employee Status Updates
Targeted Advertising
Sponsored Updates
SlideShare Content Ads
Engagement
Employee Branding Ads
Company Page
Career Hub
Conversation
Sponsored Groups
Custom Groups
Group Partnerships
TALENT SOLUTIONS

Free Amplification
Company Status Updates and Employee Status Updates
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Targeted Amplification
Targeted Ads, Targeted InMails
Targeted Ads
- Geography
- Industry
- Job Function
- Seniority
- Company Size
- Current Company
Name
- School Name
- Groups
Targeted InMails
- Above PLUS
- Title
- Past Company Name
- Years of Experience
- Education Level
- Keywords on Profile
TALENT SOLUTIONS

Engagement Amplification
Employee Branding Ads, Company Page and Career Hub
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Conversation Amplification
Sponsored and Custom Groups
Trending articles across
LinkedIn Today.
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Group Strategy
Customer Responsibility
Free LinkedIn
Phase 1
Phase 2
Phase 3
Phase 4
LinkedIn Responsibility
Campaigns
Create the Group – Topic and
Content Focused
LI Company
Followers
• LI Company
Followers
• Connections
• Database
Engage
Members
With Content
Drive New
Membership
Advertise to
Group
Members
• Posting Content
• Starting
Conversations
Encourage
Virality
• Targeted
Ads
• Targeted
InMails
• Shares
• Likes
• Group
Sponsorship
(Right Rail)
Drive New
Memberships
• Targeted
Ads
• Targeted
InMails
TALENT SOLUTIONS

Custom Group
Custom Right Rail
You
can
fill
the
en<re
right
rail
with
interac<ve
adver<sing
units
–
LinkedIn
will
assist
in
crea<ve
development
TALENT SOLUTIONS

3 Ways to Drive Traffic to Group
Paid
Media
Viral
DistribuJon
Offsite
/
API
TALENT SOLUTIONS

Serve Target Audience “Join Group” Ads
XYZco Group
XYZco Group
Featured Discussion: “What small to
midsized companies are demonstrating
excellence in social media strategy and
leading by example?”
Join Group
This is where you will type the
description of the group that this ad is
promoting. This is where you will type
the description of the group that this ad
is promoting.
Join Group
Ryan Roslansky and 4 other connections joined.
Boost membership by reaching targeted professionals
Personalized to each viewer based on their network connections
Provide Group information and context
TALENT SOLUTIONS

Deliver a Call to Action with Targeted InMails
InMail Best Practices
• Maintain clear call to action
• Be Personal
• Include example of
discussions
• Tell members why they have
been selected
• Tell members what they will
gain by joining the group
TALENT SOLUTIONS

Grow Member from your Website / Blog
Add one-click Join Groups button to your website / Intranet
TALENT SOLUTIONS 37

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