Webcast Content marketing: versterk je Talent Brand in 5 stappen - Part 2

The Power of Media and Content

Part II of Content Marketing Social Recruiting series for

enterprises in the Benelux region with Marlene de Koning

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

http://nl.linkedin.com/in/marlenedekoning

http://twitter.com/marlene_dkoning

#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

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 6

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


Step 1: Plan

Step 2: Develop your content

Step 3: Share your content

Step 4: Amplify

Step 5: Measure and adjust


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


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

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


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

http://nl.linkedin.com/in/marlenedekoning

http://twitter.com/marlene_dkoning

http://business.linkedin.com/events/talent-connect/emea.html

Recruiting & HR

Webcast Content marketing: versterk je Talent Brand in 5 stappen - Part 2