Content Marketing for Recruitment - Turning your Fans into your next employees. Social media marketing for HR - Talk at HRM Asia, Singapore 2015
•
1 j'aime•1,057 vues
How to attract employees in 2015, when the talent war is raging and potential candidates spend more and more time scanning the reputation of their future employers? With only 7% of Gen-Y (born betwene 1980 and 2000) willing to join a Fortune 500 company, and with 47% of them giving as much importance to the brand's reputation online than to the actual position, it's high time recruiters get on social media to create meaningful connections. In this presentation we gave at Social Recruiting Asia 2015 in Singapore (part of HRM Asia conferences), we wanted to share our vision of social media, and how Content Marketing is THE topic you should be spending time on. We're then showcasing a few case studies from the industry best practices, and share a plan and a few tools to help you go online in a structured way, with a consistent brand, and the means to be visible for your target audiences. More at hello@agencetesla.com
Recommandé
Contenu connexe
En vedette
En vedette (14)
Plus de Agence Tesla
Plus de Agence Tesla (20)
Dernier
Dernier (20)
Content Marketing for Recruitment - Turning your Fans into your next employees. Social media marketing for HR - Talk at HRM Asia, Singapore 2015
- 1. Content Marketing for Recruitment: Turning Your Fans into Next Employees Social Recruiting Asia March 2015 1
- 2. Agence Tesla:From Content to Conversation - Trained in Journalism, Politics & Business Intelligence - Team of 5 in Singapore, 5 in Paris - Startups, SMEs, Fortune 500 clients
- 3. Social Media: The Streets of the Digital World
- 4. 47% % of Millenials who say Brand Reputation matters as much as Job Offer (Spherion Staffing) A World Gone Social: Key Trends 1 Brands are Media - You don’t talk = you don’t exist - You talk about you = you’re boring! 2 Conversations are Everywhere - Time spent on website: 2-5min/visit - Time spent on social media: 2h30/day
- 5. Social Recruiting: " Best Practices 5
- 6. Sephora: We Are Sephora Facebook Page Lifestyle Backstage Thought Leadership/Industry
- 7. Maersk: Maersk Line Facebook Page Interactivity Lifestyle HR
- 8. Maersk: Maersk Line Social Thought Leadership Voice of Employees Social Media Room Transparency Omniplatform
- 9. Sweden: @Sweden Twitter Account
- 10. Sodexo: So Sodexo – All Platforms Conversation Conversion
- 11. Common Feature?: Back to the Website 1 Conversations are key… - Your brand, products, industry, management… people talk about it - Insights on topics and places 2 …and Conversion is just behind! - Always link people back to website - Master the visit and its conversion
- 12. Social Media Strategy " for Recruitment & HR 12
- 13. 1 2 3 Plan and Invest in an effective Content Marketing Strategy. Set time and manpower aside to create a presence online and on social media. Make best use of top social media platforms to increase exposure and generate leads: LinkedIn & SlideShare, Twitter & Facebook Use Social Media conversations to “gain market insights”
- 14. 1 2 3 Content Planning and Corporate Culture Training Amplify content with Social Media & Events: Showcase and promote products, promote in-person events to drive both online and physical sales Social Media Listening to assess competitors, understand customers and evaluate general risks
- 16. Only 15-20% of audience were customers - How to sift out this 15-20%? - Maersk created a layered approach of differentiated content. - Each stage would have content relevant to the potential customer and encourage movement to the next one Content Marketing Process Case: Maersk
- 17. Content Best Practices: What are your Values? 1 One-sentence pitch - “We are an innovative, no-office, no-hour company working in the field of social media” - Values: independence, autonomy, creativity, innovation 2 Embody your brand through content - Multimedia: blog, pictures, video, infographics - Consistency: don’t change it every other month
- 18. Content Best Practices: Content Types 69% 64% 60% 60% 58% Most Effective Content Tactics
- 19. Content Best Practices: Content “Template" 70% 20% 10% 70-20-10 Rule Remixed: from Web Reviews, links etc Time Needed: 10-30 min Original: Infographics, blog posts, opinion Time Needed: 2-4h Commercial: Infographics, blog posts, opinion Time Needed: 2-4h
- 20. Content Best Practices: How To Come Up With Ideas 1 2 3 Some Pointers To Get You Started Talk about your industry! Main trends, perspectives, key people, and why YOU are different Let people do your content. Do web reviews, curate links, interview others Identify a key topic, develop one long piece/white paper, break it down into smaller pieces like a series
- 21. Content Best Practices: Planning (Content)
- 22. Content Best Practices: Bringing Content Together Blog FB Twitter - Core Content, Calls To Action, SEO Friendly - Pictures, Links To Website, Boost Posts - Post as many times as you want, Ads LinkedIn - Post as many times as you want, Ads DigitalPlatforms
- 23. Content Best Practices: Optimise with SEO 1 2 3 Create “Cornerstone” Content Develop foundational articles rich in content and links, one article one keyword Highlight Key Words In Articles, Tags and Image Tags/Details Reinforce links and keywords
- 24. Content Best Practices: Optimise with SEO SPECIALIST DENTAL GROUP
- 25. Content Best Practices: Optimise with SEO 1 2 3 Create “Cornerstone” Content Develop foundational articles rich in content and links, one article one keyword Highlight Key Words In Articles, Tags and Image Tags/Details Reinforce links and keywords
- 26. Social Media Best Practices: How It Works
- 27. Pla$orm Format Results LinkedIn Display Ads 5x more impression than Sponsored Updates (because less compe::on) Sponsored Updates 5x more E.R. than Display Ads (because less intrusive) 7x more conversion rates than Twi?er & FB TwiEer Sponsored tweets Lower conversion rate than LinkedIn because clicks integrates all interac:on with the tweet, not only click on the URL Keywords targe:ng : less impressions Interest targeDng: useful if you can idenDfy high-‐volume accounts whose following aligns with your targeDng demographic Lead GeneraDon Card Higher E.R. compared to Sponsored Tweets, but the lead data is only emails and the en:re experience occurs on the TwiEer domain vs your own website. Website Card More traffic to your own domain compared to Lead GeneraDon Cards Facebook Ads More traffic, so more impression than TwiEer & LinkedIn More suited for B2C than B2B cause FB=consumer plaTorm 5x more impression than sponsored posts Sponsored Posts 3x more conversion rates than ads Social Media Best Practices: How It Works
- 28. Social Media Best Practices: How It Works - FB Creating A First Pool Of Fans Nothing happens on FB without ads Create a small, very targeted audience with ads i.e turn your Page or posts into ads
- 29. Social Media Best Practices: How It Works - FB Promote Posts, Engaging With Audience Share promotions and invite customers to participate in contests
- 30. Social Media Best Practices: How It Works - Twitter Twitter Cards & Targeting
- 31. Social Media Best Practices: How It Works - LinkedIn Account and Company Info - Make your brand vision clear with your banner and info - Connect with employees, partners and other brands
- 32. Social Media Best Practices: How It Works - LinkedIn Account and Company Info - Associate your employees with your Company Page - In B2B, getting employees to share with their own networks is key!
- 33. Social Media Best Practices: How It Works - LinkedIn
- 34. Social Media Best Practices: How It Works - LinkedIn Sponsored Updates – Adobe/Dell - Adobe : include a compelling image to reinforce a point, targeted to marketing professionals - Dell : tips to help IT professionals better secure their data
- 35. Social Media Best Practices: How It Works - LinkedIn Sponsored Updates
- 36. Social Media Best Practices: How It Works - LinkedIn Customized Banner - Vestas • Banners customized to the viewer’s company and position • e.g A user who worked at Starbucks would see that “34% of consumers worldwide perceive Starbucks to be climate-friendly • Direct click-throughs to customized, company-specific microsites with high-value content
- 37. Social Media Best Practices: How It Works - LinkedIn Partner Messages - LinkedIn members can only receive one partner message every 60 days via email - Numerous qualified meetings scheduled as a result of the campaign - Price upon application
- 38. Social Media Best Practices:How It Works-Slideshare Exhibit Thought Leadership – White Papers/Infographics - Upload White Papers or Report Slideshows - Provide Links to Existing Researched Content on other platforms - Build Web of Rich Content in categories associated with the business and its goals - Make employees upload and share with own network to amplify within industry
- 39. Social Media Best Practices:How It Works-Slideshare Press Releases and Event Info – Adobe/Oracle - Upload event slides or press release - Attach Contact Form to follow up + collect data - Especially press release, easier to disseminate and share than typical paper copy press release
- 40. Social Media Best Practices:How It Works-Slideshare Optimisation – Lead Gen with Contact Form - Offer download in exchange for contact information - Hover Get In Touch Button - Contact leads after!
- 41. Social Media Best Practices:How It Works-Slideshare Optimisation – SEO - Treat slideshares like cornerstone content - Optimise with keywords and tags - Use keywords you want your company to be associated with
- 42. Social Media Best Practices:Amplify with Events Events Reinforce Physical Presence - Adobe - Adobe: Emphasised its “facilitative” role to creativity with Digital Marketing Conference - Product Launch Events - Online Events
- 43. Social Media Best Practices: Editorial Planning - What are your campaign goals? - What kinds of content can help you achieve it? - When/how often will content be published
- 44. Social Media Listening:CISCO Quick Response & Crisis Management - Answer customers questions & concerns (in 10 different languages) 24/7 - Listen for sales opportunities
- 45. Social Media Listening:Maersk Risk Assessment For Less - Identify factors (social, economic, geopolitical) that can affect your business, industry and clients - e.g Maersk tweeted to inform followers about location and status of ships in Suez Canal (blocked during the Egyptian Revolution)
- 46. Thanks! Agence Tesla, a social media agency in Singapore and Paris Martin.pasquier@agencetesla.com Follow us on Twitter @agencetesla or www.agencetesla.asia Like what you read? Subscribe for our newsletter 46