5 Steps to Boosting Your Talent Brand through Content | Webcast

5 Steps to Boosting
Your Talent Brand
Through Content
Content Marketing Guide for Talent
Acquisition Professionals
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5 Steps to Boosting Your Talent Brand Through Content 2
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What is Content Marketing?
Today’s Agenda
•Introductions
•5 Steps to Boosting Your Talent Brand Through Content
•A Content Case Study: Ann, Inc.
•Q&A

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Your Co-Hosts for Today’s Session

Content is being created, consumed and shared at a speed and scale never seen before
NewsCred, 2014

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Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire customers (-or in our case, to acquire employees)

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People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment.

GREAT CONTENT TELLS A STORY...
…a , transparent story of what it’s like to work at your company.
relevant

Step 1: Plan
Step 2: Develop your content
Step 3: Share your content
Step 4: Amplify
Step 5: Measure and adjust
Today, we’ll break it down to just 5 simple steps

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Step 1: Plan
Define your audience and build a content calendar

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It’s important to start by thinking about “who” you are trying to attract and engage with your content

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Then define your content audience(s)
Persona
Professional
Personal
Behavioral
Professional Value Prop
Marketer
Title
Seniority
Experience
Skill
Education
Age
Gender
Location
Preferred Device
Time online
Interests
Compensation
Work/Life Balance
Internal Mobility
Challenging Work
Student
Engineer

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Next, you need to get yourself organized

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And develop a content plan
Developing an editorial plan is critical to keep your team organized.
Monday
Tuesday
Wednesday
Thursday
Friday
Status Update
We couldn’t be more excited to announce this... (insert APAC
bit.ly)
HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move!
Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain: link
Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register.
Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact.
Content Type
Press release
Job post link
Blog post
Event registration
Image
Target Audience
Marketers
UX designers
Engineers
Students
Everybody
Publish Where
LinkedIn, Facebook
LinkedIn, Twitter
LinkedIn, Twitter
LinkedIn, Facebook, Twitter
LinkedIn, Facebook, Instagram, Pinterest
Content Themes:
Thought Leadership
Talent Brand
Company/product news
Event promotion
Just for fun

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Step 2: Develop your content
Curating and Creating

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Start by curating content from other sources – internal and external

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Where can you find great content?

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Corporate Branding Content
PR
Awards
Corporate Blog
Earnings
Community Efforts
Job Postings
Powerful Talent Brand Content
Thought Leadership
Humor
Video and Photos
Employee Testimonials
Department/
Individual Blogs
Pop Culture
The Norm
Best in Class

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Creating the perfect content mix
Thought leadership/industry news
40%
Talent brand
25%
Just for fun
5%
Company/product news
20%
Event promotion
10%

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When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action

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Content is up to 3x more engaging on mobile
Tip: Keep in mind candidates are increasingly accessing your content on mobile devices. Use images, short-form video and short text updates to get the most traction.

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Presentations
No design resources, no problem. Presentations are an easy way to showcase employee testimonials or your company culture.
Colt Technology Services’ employee testimonials
Fab.com’s “culture deck”

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Infographics
Showcase interesting data or stats visually through infographics.
Walmart eCommerce use an infographic to draw attention to their tech hires

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Images
A picture’s worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand.
Companies use colorful images to increase engagement with their content
Tip: Posts with images generate 98% higher comment rate than posts without.

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Rapid7
This low-budget drug commercial parody/talent brand video show cases their great sense of humor.
Yodle
Yodle created a great video to talk to a day-in-the-life of Yodle engineer Donald.
Videos
There’s nothing better than video to tell a story about your company and or showcase “a day in the life” of your employees.
Tip: Links to YouTube videos can play directly in your social media feed and generate 75% higher share rate.

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Function Specific Blogs
Blogs enable you to go more in depth around topics important to your company and employees.
Zendesk focuses on Engineering tips and tricks to gain followers and increase engagement

#ihiretowin 5 Steps to Boosting Your Talent Brand Through Content 27
Employee-generated content
There are no more impactful brand ambassadors for your company than your
employees. Encourage them to tell their stories through original content posts.
Tip: Share themes and ideas with your employees, make it a contest and honor
the winners.

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Employee-generated content idea starters.
What do you love most about working at our company?
What’s the most impactful thing you learned since joining us?
What are the most important qualities you look for in a teammate?
What’s the coolest project you’ve gotten to work on since joining?
What’s the best professional advice you’ve ever received?

#hiretowin Step 3: Share your content
Where, when and how to publish

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5 tips for sharing content on social sites
Post at peak activity times
Post frequently
Lead with a catchy first line
Be responsive
Reciprocate

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When, where and how often to post
Platform Peak activity Suggested frequency
7-9am
5-6pm
Start with 2-3 times/week.
Work up to once per day.
6-8am
1-4pm
Start with 2-3 times/week.
Work up to once per day.
1-3pm 2-5 times per day.
Tue and Wed,
24hrs/day
2-3 a month.

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When, where and how often to post
Platform Peak activity Suggested frequency
12-1pm
2 a month or more if you
have the resources.
2-4pm
8pm-1am
A few times a week.
Daytime 2-3 times a week.
9-11am A few times a week to once
a day.

#hiretowin Step 4: Amplify
How to increase engagement with your content

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Inform them about your talent branding efforts and how they play a key role in helping attract great talent.
Amplify through your employees
Ask them to follow your company pages on LinkedIn, Facebook and other social
networks.
Encourage them to like, share and comment on the content you post. Send them
pre-scripted status updates so it’s easy for them to share.
Promote any relevant content they are already creating themselves.
Identify brand champions – recognize that not everyone will be as enthusiastic
as you.
Get leadership buy-in and get executives to promote your content. Make sure
they lead by example.

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300M+
(+2 every sec)
SPONSORED UPDATES REACH THE ENTIRE LINKEDIN NETWORK
COMPANY UPDATES ONLY REACH YOUR POOL OF FOLLOWERS
Sponsor your best content to extend reach

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Targeting
Sponsored Updates
Company Updates
Location
✔
✔
Industry
✔
✔
Company Size
✔
✔
Function
✔
✔
Seniority
✔
✔
Skills
✔
Job Title
✔
Company Name
✔
School
✔
Group Membership
✔
Age
✔
Gender
✔
Negative targeting (i.e. exclude a certain Title)
✔
Utilize deep targeting to gain followers strategically

#hiretowin Step 5: Measure and adjust
How to know if your content marketing is working

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Key Metrics
Impressions: number of times this update was seen
Clicks: number of times a member clicked on the update
Interactions: of likes, shares or comments received on this update
Engagement: interactions divided by impressions
To Know: Average online engagement is between 0.3% - 0.8%.
How to know if your content is working

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Experiment & get creative
Test call to actions: Always have a clear call to action but test variations to optimize responses
Test thumbnail images: Choose compelling, attention grabbing images (colorful, includes recognizable leaders)
Test your tone: Tap into an emotion, use humor. What resonates with your audience?

Questions?
______________________
Additional resources:
5 Steps to Boosting Your Talent Brand Through Content eBook: http://business.linkedin.com/talent-solutions/c/14/7/content-marketing- guide-for-talent-acquisition.html
LinkedInTalent Blog: http://talent.linkedin.com/blog

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You’re Invited to watch Talent Connect Live!*
What: Live broadcast of Talent Connect 2014 When: Oct 21 and Oct 22 Register: http://lnkd.in/talentconnectlive Perks:
•Hosted broadcast with commentary
•Early access to TC365, post-event website
*Talent Connect Live! Is an exclusive live-stream broadcast

5 Steps to Boosting Your Talent Brand through Content | Webcast

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