Content marketing - recruiting firms

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Content Marketing for Recruitment Firms Anna Wright Media Solutions Consultant LinkedIn

Agenda – Content Marketing

1.  What is content marketing?

2.  Case Study

3.  Make a strategy for your content marketing

4.  Distribute Content using LinkedIn

2

Using LinkedIn to…

3

Content Marketing for Recruiting Firms

TALENT SOLUTIONS

Content Marketing Producing information that engages your target audience to educate and convert. The art of communicating with your customers or prospects without selling. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.

©2013 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

Sales vs. Content Marketing

Traditional advertising shouts at prospect customers

whereas content marketing talks with them. Amanda Maksymiw

@amandamaksymiw

What is content for Recruiting Firms?

©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 7

©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 8

TALENT SOLUTIONS

Case Study Hear from a firm doing it well.


TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved. 10

•  License Procurement •  Annual Maintenance •  Audit Avoidance

So#ware

•  QuickStream Requirements •  Full Lifecycle Deployments •  Engineered Offerings

Services

•  PlaBorm Support •  Oracle WCC & WCP •  Training

Support

•  Oracle Staffing •  Resource VeIng •  Staff AugmentaJon

Sourcing

TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved.

Oracle WebCenter

Sites Portal

Content

Oracle WebCenter Experts

What is Our Brand?

TALENT SOLUTIONS

TekStream Personas Build People - What do your buyers have in common - Look at historical data and create buckets - Segment by LOB with buying behaviors mapped to sales cycle - Name your personas. Give them life with demographic detail. Refer to them in meetings

What Behaviors Map to Buying metrics? - Opened an pricing sheet email, watched a webinar, downloaded an eBook… - What are the most important indicators? Weigh them on a 1-100 scale - What roles typically engage in research and which make the buying decision

Leverage Behavioral Marketing Metrics to Drive Content - Marketing Automation platforms such at Silverpop allow real-time behavioral analytics - Create automated campaigns and lead routing to simplify the sales cycle

Go! - Write content with a specific persona in mind – Build the call-to-action based on their behaviors - Find channels that your personas visit, distribute content to those channels - Consistently refine your personas – Times change, so do buyers – Every 6 months


TALENT SOLUTIONS


Video Jobs Job Boards, Social, YouTube, Instagram

PPC & Organic Campaigns Based on Persons with SEM

Presenta<ons SlideShare to LinkedIn

Conversa<on Groups idenJfied by

personas

All Social Know which networks

provide value

Employee Buy-‐In It’s a share fest!

Blogs

Landing Pages

LinkedIn Groups

YouTube Website

Get Content


Copy This Success Metrics


Website hXp://www.tekstream.com

Blog hXp://tekstream.com/newsroom/

Facebook hXp://www.facebook.com/tekstream

LinkedIn hXp://www.linkedin.com/company/tekstream-‐soluJons

TwiXer @TekStreaming @TekStreamJobs

Let’s Connect! Find TekStream online, connect with me, and share more content!

100% Every consultant specialized

365-‐24-‐7 Support Staff

15 yrs. Average years of SME experience

150 Million Digital assets managed

TALENT SOLUTIONS

Planning a Strategy What Recruiting Agencies can learn from the world’s best marketers.


TALENT SOLUTIONS 17

TALENT SOLUTIONS

Identity

A Quality Promise

A Decision Making Short-Cut

Brand is Agency


TALENT SOLUTIONS

Content is Relevant

TALENT SOLUTIONS

Content builds trust

Relevant

TALENT SOLUTIONS 22

Inbound marketing is all about content. Identify a specific target market so that you can understand their motivations.

What is that person interested in, what does that person care about, what type of information is the person interested in?

Then look at your own resources and begin building content to tie back to your target audience.

Distribute content through social media channels, on your company’s website, on your blog, etc. Put the message in the right places.

TALENT SOLUTIONS

TALENT SOLUTIONS

Examples Of Content Topics for Recruiting Firms

Information on buying - How to Choose the Best Recruiting Firm to Work With - Are There Really Benefits to Working with a Recruiting Agency When You are Looking for a Job?

Questions to ask - 5 Questions to Ask Your HR Recruiter if Your Positions Are Still Open - 4 Questions You Should Ask Your Boss Before You Quit

Mistakes to avoid - 7 Common Mistakes Made in the Hiring Process - 10 Things You Must NOT Say in an Interview

Resources - 20 Articles to Read About the Future of Cloud Computing - 5 eBooks That Will Change Your Career in Pharmaceutical Sales

TALENT SOLUTIONS

Distribute on LinkedIn Push content to customers and candidates.


13

Members Worldwide

20

238,000,000

TALENT SOLUTIONS

Company Status Updates Employee Status Updates Targeted Advertising Sponsored Updates SlideShare Content Ads

Outreach

Engagement

Conversation Sponsored Groups Custom Groups Group Partnerships

Employee Branding Ads Company Page Career Hub

Amplification Using LinkedIn

TALENT SOLUTIONS

Free Amplification Company Status Updates and Employee Status Updates

TALENT SOLUTIONS

Targeted Amplification Targeted Ads, Targeted InMails

Targeted Ads -  Geography -  Industry -  Job Function -  Seniority -  Company Size -  Current Company Name -  School Name -  Groups

Targeted InMails

-  Above PLUS -  Title -  Past Company Name -  Years of Experience -  Education Level -  Keywords on Profile

TALENT SOLUTIONS

Engagement Amplification Employee Branding Ads, Company Page and Career Hub

TALENT SOLUTIONS

Trending articles across LinkedIn Today.

Conversation Amplification Sponsored and Custom Groups

TALENT SOLUTIONS

Group Strategy

LI Company Followers

• LI Company Followers

• Connections • Database

Engage Members

With Content

• Posting Content • Starting Conversations

Encourage Virality

• Shares • Likes

Drive New Membership

• Targeted Ads

• Targeted InMails

Advertise to Group

Members

• Group Sponsorship (Right Rail)

Drive New Memberships

• Targeted Ads

• Targeted InMails

Create the Group – Topic and Content Focused Phase 1

Phase 2

Phase 3

Phase 4

Customer Responsibility Free LinkedIn

LinkedIn Responsibility Campaigns

TALENT SOLUTIONS

Custom Group Custom Right Rail

You can fill the en<re right rail with interac<ve adver<sing units – LinkedIn will assist in crea<ve development

TALENT SOLUTIONS

3 Ways to Drive Traffic to Group

Paid Media Viral DistribuJon Offsite / API

TALENT SOLUTIONS

Serve Target Audience “Join Group” Ads

Boost membership by reaching targeted professionals

Personalized to each viewer based on their network connections

Provide Group information and context

XYZco Group

Join Group

This is where you will type the description of the group that this ad is promoting. This is where you will type the description of the group that this ad is promoting.

XYZco Group

Featured Discussion: “What small to midsized companies are demonstrating excellence in social media strategy and leading by example?”

Ryan Roslansky and 4 other connections joined.

Join Group

TALENT SOLUTIONS

Deliver a Call to Action with Targeted InMails

InMail Best Practices •  Maintain clear call to action

•  Be Personal

•  Include example of discussions

•  Tell members why they have been selected

•  Tell members what they will gain by joining the group

TALENT SOLUTIONS

Grow Member from your Website / Blog Add one-click Join Groups button to your website / Intranet

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Date post:	10-May-2015
Category:	Recruiting & HR
Upload:	joseph-gonzalez
View:	87 times
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Content marketing - recruiting firms

Recruiting & HR