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#intalent

Boosting YourTalent BrandThrough Content

5 Steps to Boosting Your Talent Brand Through Content 2

introductions


agenda1. Welcome and Introductions

2. What is Content Marketing and Why is it important?

3. 5 Steps to Boosting your Talent Brand through Content Marketing

4. Content Case Study: Chani Kohn, Anne Inc.

5. Questions & Discussion

Who here is the…

Most Popular

Most Endorsed

Earliest Adopter

Most Connected

JaniceTee

VictorLoo

KathleenTeixeira

SunnyRamljak

5,000Estimated number of ad messages a person living in a city sees today

(according to Yankelovich, market research firm)

500,000,000# of Tweets sent per day

29.5Hours of online video watched

per person per month in Canada(compared to 20.6 in USA)

* The Canada Digital Future in Focus 2014 report

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

NewsCred, 2014


What is Content Marketing?

Content marketing is a marketing technique that involves creating and sharing valuable and relevant content in order to drive profitable customer action(or in our case, to acquire employees!)


Refresher: What is Talent Brand?

Talent Brand is the highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about your company as a place to work.

GREAT CONTENT TELLS A STORY...

…a , transparent story of what it’s like to work at your company.

relevant

5 Steps to Boosting Your Talent Brand Through ContentContent Marketing Guide for Talent Acquisition Professionals


Step 1: Plan

Step 2: Develop your content

Step 3: Share your content

Step 4: Amplify

Step 5: Measure and adjust


Step 1: PlanDefine your audience and build a content calendar



Start by thinking about “who” you are trying to attract and engage with your content


Define your content audience(s)

Persona Professional Personal BehavioralProfessional Value Prop

Mary Marketer

TitleSeniorityExperienceSkillEducation

AgeGenderInterestsLifestyle

What motivates themHow do they make decisions, spend their time

CompensationWork/Life BalanceInternal MobilityChallenging Work

Sarah Student

Evan Engineer

Characteristics


Next, you need to get yourself organized


Developing a content planDeveloping 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


Step 2: Develop your contentCurating and Creating



Curating versus creating contentStart by curating content from other sources – internal and external


Where to find great content?


At some point, it’ll be time for you to

your very own original content


When creating great content keep these tips in mind

Be conversational

Keep it short

Be visual

Offer snackable tips

Include a call to action


ImagesA 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.


PresentationsNo design resources, no problem. Presentations are an easy way to showcase employee testimonials or your company culture.

Achievers’ “Top 10 Reasons to Join Achievers” deck is a great example of leveraging images and color to promote culture: they created a presentation, posted it on SlideShare and then featured it on their LinkedIn Career Page.

Four Seasons’ deck shows images of employees in action, a visual of what it’s like to be in role. Also posted to SlideShare and featured on the LinkedIn Career Page.


InfographicsShowcase interesting data or stats visually through infographics.

Salesforce.com and AIMIA use infographics to promote their company culture and products


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.

https://www.youtube.com/watch?feature=player_embedded&v=IBdt9tN6BBg


Company Blogs Blogs enable you to go more in depth around topics important to your company and employees.


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.


The perfect content mix

Thought leadership/industry news40%

Talent brand25%

Just for fun5%

Company/product news20%

Event promotion10%


Step 3: Share your contentWhere, when and how to publish



5 tips for sharing content on social sites

Post at peak activity times

Post frequently

Lead with a catchy first line

Be responsive

Reciprocate


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.


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.


Step 4: AmplifyHow to increase engagement with your content



Amplify your message through your employees


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.


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


Intel appeals to Android developers on LinkedIn


Step 5: Measure and adjustHow to know if your content marketing is working



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


Experiment & Get Creative

156% CTRlift


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?


In Conclusion

Embrace Content Marketing as a strategic way to attract talent

It’s an ongoing process – try, learn, iterate, optimize

Be creative, authentic and have fun!

Chani KohnHR Communications Specialist

ANN INC.

A Content Case Study


What have you learned?

What take-aways do you have?

What will you do differently today?


2014 LinkedIn Corporation. All Rights Reserved.

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5 stepsclientbreakfast july2014vext