Content Marketing Workshop Benelux August 2014

Welcome

Marlene de Koning

Solutions Consultant

Content Marketing Workshop Amsterdam

Content is being created,

consumed and shared at a speed

and scale never seen before

NewsCred, 2014

5 Steps to Boosting Your Talent Brand Through Content 4

Build Recruit

1 3

Build your brand,

your platform

and talent pools

Generate leads

and hire staff


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

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


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



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


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


Step 2: Develop your content Curating and Creating



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


Creating the perfect content mix

Thought leadership/industry news 40%

Talent brand 25%

Just for fun 5%

Company/product news 20%

Event promotion 10%


Where to find great 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


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.


Presentations No design resources, no problem. Presentations are an easy way to showcase

employee testimonials or your company culture.

Fab.com’s “culture deck” Fab.com “The Fab Way” outlines Fab.com’s

history and values.


Presentations No design resources, no problem. Presentations are an easy way to showcase

employee testimonials or your company culture.

ECN Internships ECN highlights internships and you could do this also

with employee testimonials for example. ECN created a

presentation, posted it on SlideShare and then featured

it on their LinkedIn Career Pages.

Fab.com’s “culture deck” Fab.com “The Fab Way” outlines Fab.com’s

history and values.


Infographics Showcase interesting data or stats visually through infographics.

Walmart eCommerce uses an infographic

to draw attention to their tech hires


Infographics Showcase interesting data or stats visually through infographics.

5 Steps to Boosting your Talent Brand Through Content 20

Salesforce.com

and Atlassian

use infographics

to promote their

company culture

and products


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


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.


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.


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.

http://www.youtube.com/watch?v=4gHlEBU_NSg

5 Steps to Boosting Your Talent Brand Through Content 25 5 Steps to Boosting your Talent Brand Through Content 25

Rapid7 This low-budget drug commercial parody/talent

brand video is a great example. Certainly not a fit for

everyone, but for the kind of people Rapid7 wants to

attract, it hits the mark.

Heineken Heineken created an engaging video to show how to

filter and select between and discover the quality

within the quantity of applicants. It really shows the

kind of people Heineken is looking for.

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.

http://www.youtube.com/watch?v=do9OeuIuBCQ

https://www.linkedin.com/company/heineken/careers?trk=top_nav_careers


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

and employees.


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


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.


Step 3: Share your content Where, 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.


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.


Step 4: Amplify How to increase engagement with your content



Amplify your message through your employees


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.


Sponsor your best content to extend reach

38

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


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


“Sponsored Updates gives us a way to extend our reach beyond our company followers and share relevant content with LinkedIn users who have the skills and expertise that we’re looking for, today and in the future.”

Sejal Patel Global Talent

Acquisition

Social Media

Strategist, Intel

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


Step 5: Measure and adjust How 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

Get Creative

156%

CTR

lift


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

Consider your audience and have a plan

It’s ok to start small

Have fun

Enlist the help of others


What have you learned?

What take-aways do you have?

What will you do differently today?



It is your turn!



Defining your content audience(s)

Persona Professional Personal Behavioral Professional

Value Prop

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



Lorem Ipsum: Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum

Content calendar



Status

Update

Content

Type


Target

Audience

Marketers UX designers Engineers Students Everybody

Publish

Where

LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook,

Twitter

LinkedIn, Facebook,

Instagram, Pinterest


Status

Update

Target

Audience

Content

Type



Status

Update

Content

Type


Target

Audience

Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun

Connect

Marlene de Koning

Solutions Consultant

nl.linkedin.com\in\marlenedekoning

@Marlene_dKoning

C:/Users/mdekonin/Documents/01. Midas/nl.linkedin.com/in/marlenedekoning/





Recruiting & HR

Content Marketing Workshop Benelux August 2014