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Content Marketing Webinar Benelux October 2014 step 3, 4 & 5

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Content Marketing Webinar Benelux October 2014 step 3, 4 & 5

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In deze webinar hebben we de derde t/m de vijfde stap van hoe je als organisatie succesvol met content marketing je employer brand kunt vergroten om doelgroepgericht talent aan te trekken

In deze webinar hebben we de derde t/m de vijfde stap van hoe je als organisatie succesvol met content marketing je employer brand kunt vergroten om doelgroepgericht talent aan te trekken

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Content Marketing Webinar Benelux October 2014 step 3, 4 & 5

  1. 1. The Power of Media and Content Part II of Content Marketing Social Recruiting series for enterprises in the Benelux region with Marlene de Koning
  2. 2. Marlene de Koning •Employer Brand Specialist @IBM •Employer Brand campaign management @agency •At LinkedIn I help talent acquisition managers and employer brand specialist with their teams to get the most out of LinkedIn in reaching their business goals ABC (Always be connecting) LinkedIn Twitter
  3. 3. #STAFFING #HIRETOWIN The Power of Media and Content Recap Steps in Content Marketing –Step 3: Share your content –Step 4: Amplify –Step 5: Measure and adjust Q&A 3
  4. 4. Content is being created, consumed and shared at a speed and scale never seen before NewsCred, 2014
  5. 5. 5 Steps to Boosting Your Talent Brand Through Content 6 Build Recruit 1 3 Build your brand, your platform and talent pools Generate leads and hire staff
  6. 6. 5 Steps to Boosting Your Talent Brand Through Content 7 Build Engage Recruit 1 2 3 Build your brand, your platform and talent pools Demonstrate why they should do business with you, buy from you or work for you Pick up leads, make placement and hire staff
  7. 7. 5 Steps to Boosting Your Talent Brand Through Content 8 Step 1: Plan Step 2: Develop your content Step 3: Share your content Step 4: Amplify Step 5: Measure and adjust
  8. 8. 5 Steps to Boosting Your Talent Brand Through Content 9 Defining your content audience(s) Persona Professional Personal Behavioral Professional Value Prop Marketer Title Seniority Experience Skill Education Age Gender Location Active on mobile Time online Professional development advice; best practices for marketing; daily inspiration Compensation Work/Life Balance Internal Mobility Challenging Work Student Engineer
  9. 9. 5 Steps to Boosting Your Talent Brand Through Content 10 Developing a content plan Developing an editorial plan is key. 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
  10. 10. Step 2: Develop your content Curating and Creating 5 Steps to Boosting Your Talent Brand Through Content 11
  11. 11. 5 Steps to Boosting Your Talent Brand Through Content 12 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 on LinkedIn
  12. 12. Step 3: Share your content Where, when and how to publish 5 Steps to Boosting Your Talent Brand Through Content 13
  13. 13. 5 Steps to Boosting Your Talent Brand Through Content 14 5 tips for sharing content on social sites Post at peak activity times Post frequently Lead with a catchy first line Be responsive Reciprocate
  14. 14. 5 Steps to Boosting Your Talent Brand Through Content 15 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.
  15. 15. 5 Steps to Boosting Your Talent Brand Through Content 16 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.
  16. 16. 5 Steps to Boosting Your Talent Brand Through Content 17 Some useful social sharing stats Including a link can drive twice the engagement compared to posts without links. Posts with images generate 98% higher comment rate than posts without. Links to YouTube videos can play directly in your social media feed and generate 75% higher share rate.
  17. 17. Step 4: Amplify How to increase engagement with your content 5 Steps to Boosting Your Talent Brand Through Content 18
  18. 18. 5 Steps to Boosting Your Talent Brand Through Content 19 Amplify your message through your employees
  19. 19. 5 Steps to Boosting Your Talent Brand Through Content 20 Amplify your message through your employees
  20. 20. 5 Steps to Boosting Your Talent Brand Through Content 21 Inform them about your talent branding efforts and how they play a key role in helping attract great talent. Ask your employees to share 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.
  21. 21. 5 Steps to Boosting Your Talent Brand Through Content 22 Sponsor your best content to extend reach 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
  22. 22. 5 Steps to Boosting Your Talent Brand Through Content 23 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 criteria
  23. 23. 5 Steps to Boosting Your Talent Brand Through Content 24 Challenge: Intel wanted to build thought leadership with Android talent, attract Android developers to its company page and raise awareness about their leadership in the space. Solution: They used Sponsored Updates to target Android developers on LinkedIn by function, skills, groups, and location. They posted regularly and refined the content based on how the audience reacted. Result: 195K unique members reached over the course of 3 months. Over 2000 engagement activities came from members of top Android* groups and engineers at major tech companies, excluding Intel. Many who engaged with Intel’s updates chose to follow Intel. Intel appeals to Android developers on LinkedIn
  24. 24. Step 5: Measure and adjust How to know if your content marketing is working 5 Steps to Boosting Your Talent Brand Through Content 25
  25. 25. 5 Steps to Boosting Your Talent Brand Through Content 26 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
  26. 26. 5 Steps to Boosting Your Talent Brand Through Content 27 Experiment & Get Creative 156% CTR lift
  27. 27. 5 Steps to Boosting Your Talent Brand Through Content 28 Experiment & Get Creative Test call to actions: Always have a clear call to action 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?
  28. 28. 5 Steps to Boosting Your Talent Brand Through Content 29 In Conclusion Consider your audience and have a plan It’s ok to start small Have fun Enlist the help of others
  29. 29. 5 Steps to Boosting Your Talent Brand Through Content 30
  30. 30. Thank you! Please join us next time … 31 Talent Connect Largest LinkedIn event for enterprises in EMEA Based in central London for recruitment managers through to directors. Leading industry speakers. 12th & 13th of November - save the dates. Always be connecting: LinkedIn Twitter

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