Nathan Phaneuf, Talent Brand Consultant, LinkedIn Tom Ventimiglia, Sr. Account Manager, LinkedIn Do people know what it's like to work for your company? More than 50% of LinkedIn members surveyed said a company's reputation as a great place to work as the most important factor when considering a job. Join us to learn strategies that companies large and small are using to succeed with content. We'll also discuss how crafting the right story with engaging content can directly impact your business results! Check out the best of Talent Connect: http://bit.ly/1MBqz6m

2. How to tell your company's story (and get results!)
Content Marketing

3. Nathan Phaneuf
Talent Brand Consultant
Tom Ventimiglia
Team Lead, Talent Brand

4. We’re going to cover a few things today
What is content marketing?
Amplifying your talent brand with content
Measuring success

5. If you remember three things from this session…
Content marketing is powerful
Every company can do it
Measure what matters

6. What is Content Marketing?

7. First thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters

8. Let’s break down the semantics
Content /noun/
The substance or material dealt with in a
speech, video, publication, etc.
Marketing /noun/
The action or business of promoting and
selling products or services, including
market research and advertising.
A strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Content Marketing

9. It’s easy to distinguish content from advertising…
right?
Content Marketing
An episode of Seinfeld
A 30 second video promoting a product within a commercial
break during Seinfeld
An article on the New York Times’ website
A 300x250 “display” banner ad next to an NYT article
A music video
An industry whitepaper published by company operating
within said industry
A presentation at Talent Connect given by two LinkedIn
employees

10. Distinct from content
Can leverage “rich media”
Easy to ignore
Doesn’t really work on mobile
Traditionally, much of digital advertising has come in
the form of “display” (aka banner ads)

11. The advertising industry is beginning to trend away
from traditional display ad units

12. %
Average clickthrough rate for display advertising
Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/

13. Same format as organic content
Unobtrusive, fast to load
More engaging; content-focused
Works even better on mobile
The explosion of mobile and feed-based social
networks has given rise to new “native” ad formats

14. Publishers and marketers are rapidly adopting these
native ad formats

15. %
Average clickthrough rate for in-feed native ads
Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/

16. What’s really different, though? Isn't it all just ads?

17. The value exchange between marketer and viewer
can be fundamentally improved with content marketing
Native, unobtrusive formats
Authentic tone
Two way conversation
Content is valuable

18. Facilitate. Influence. Participate.
Amplify your Talent Brand with Content

19. Second thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters

20. %
lower turnover rate in companies
with a strong talent brand
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US

21. %
average cost-per-hire savings of
companies with a strong talent brand
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US

22. %
of talent acquisition leaders say talent brand
significantly impacts their ability to hire great talent
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US

23. Content is the ultimate tool for scalable engagement
Reach key talent pools with content
from your company.
Generate engagement with that
content, which moves people
through mid-funnel

24. Know your Goal
Attract Engage Pipeline

25. Great Content tells a Story
A relevant, transparent story of what it’s like to work at your company

26. Video - Zendesk

27. Video – CloudLock

28. %
higher share rate on company status
updates that contain video

29. Go in depth on topics important to your
company, employees or customers
• C-Suite Thought Leadership
• Function Specific
• Employee Generated
Blogs

30. Share images that capture your company spirit and values
Images

31. %
higher comment rate on company status
updates that contain images

32. Targeted Content: Engineers

33. Engaged candidates are more likely to respond to your recruiters
Effective Engagement improves Outreach
Engaged
with your brand
No engagement
with your brand

34. Get Started! Quick Tips:
Consider your audience
It’s ok to start small – strive for consistency
Be brief, authentic and visual
Remember your goal – this will determine your call-to-action

35. Measuring Success

36. Last thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters

37. If you can’t measure it, you can’t manage it

38. Likes
Shares
Comments
Follows
Clicks
Clickthrough Rate
Engagement Rate
Leads
Hires
Conversions
Cost-per-click
Cost-per-impression
Landing page traffic
Click demographics
Job Views
Applications
Talent Brand Index

39. First, figure out what you’re trying to accomplish

40. Awareness of your brand?
Engagement with your content?
Lead generation?
First, figure out what you’re trying to accomplish

41. Determine which metrics map to your goals
and what good performance looks like
Awareness of your brand?
Engagement with your content?
Lead generation?
Reach (Impressions/Views)
amongst target audience
Clickthrough Rate
Engagement Rate
Traffic to your landing page
Conversions

42. Measure which of your company status updates are
most engaging to your followers

43. Reach a wider audience with Sponsored Updates
to learn more and optimize even further

44. Remember, your talent brand strategy, including
content, is focused on the top half of the funnel
Reach members of your target
audience with content from your
company.
Generate engagement with that
content, which moves people
through mid-funnel
But focus on hires, too!

45. Remember…
Content marketing is powerful
Every company can do it
Measure what matters

46. Questions?

47. ©2015 LinkedIn Corporation. All Rights Reserved.