Blog, Post, & Publish: Content Marketing for Recruiters | Talent Connect Vegas 2013

  Emily Brewer - Van Norden  Senior Manager, Global Marketing  SapientNitro  @ebrewer

Blog, Post & Publish:Content Marketing for Recruiters

  Sejal Patel  Social Media Strategist  Intel  @smileysejalee

Emily Brewer-Van NordenSenior Manager, Global Marketing

[email protected]

www.linkedin.com/in/emilyvannordenTwitter: @ebrewer

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Increasingly competitive landscape

Rapid changes in technology

Mobile

Social media conversation

Need to stand out

TALENT HURDLES

(GOOD)CONTENT MIGHT HELP YOU OVERCOME SOME OF THOSE CHALLENGES

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ENGAGE & EXCITE

Content should

ConnectPEOPLE &PERSPECTIVES

By connectingBRAND TOEXPERIENCE

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Content marketing is the voice of the brand. Things that help articulate your brand story and if done well — engage your audience.

And if done really well — calls your customer to action.

And if you are nailing it — it turns passive content consumers into customers, business leads, candidates hired, etc.

Basically — content marketing done well drives brand reputation and recognition and business impact

CONTENT MARKETING

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WHO

VALUES BASED

CREATIVE

CUTTING EDGEPEOPLE FOCUSEDINNOVATIVE

INSPIRATIONALRELEVANT

IRREVERENT

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HOW

Be authentic

Curate your content experience

Bring diversity of perspective

Quality versus quantity (and amplification)

Focus efforts & keep it manageable to help achieve goals

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APPROACH

A strategy

A plan

Give them something they want

Become a curator

People and culture

Blogs

Social channels

Internal communications

A LITTLE ABOUT US

IT ALL STARTED WITH2 GUYS IN A BASEMENT,A FEW CREDIT CARDS, AND AN APPETITE TO CHANGE THE WORLD.

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KICK A**AND BE KNOWN FOR IT.

Our founding vision was

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MY HOW WE’VE GROWN5

CONTINENTS11,000+

PEOPLE38

CITIES$1 Billion+

IN REVENUE

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OUR CLIENTS

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Highlight our people and our culture

SHOW why we are different

Employee Ambassadors

Blog and Video

SAPIENTNITRO’S TALENT BRAND

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Build our talent brand

Impact talent pipeline

Engage our employees

Increase morale

Decrease attrition

RESULTS

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Tenure

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Gender Diversity

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Veterans

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Corporate Social Responsibility

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Internships

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Campus

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Careers Page

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LinkedIn

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Engaging With Your Content

40 Interactions

19.1K Impressions

140 Clicks

0.94% Engagement

98 Interactions

25.3K Impressions

226 Clicks

1.28% Engagement

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Increased Follower Base by Over 200%

Followers Per Month

11.2k FollowersOctober 2012

24.8k FollowersAugust 2013

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Talent Brand Index Climbed 6%

©2013 LinkedIn Corporation. All Rights Reserved.

8.0%August 2012

16.4%January 2013

22.3%August 2013

DON’T CREATE FANS…CREATEFANATICS!

CONTENT MARKETING & YOUR TALENT BRAND:

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Blog, Post & Publish:Content Marketing for Recruiters

Sejal PatelSocial Media Strategist, Enterprise Talent Organization@smileysejalee

Intel Social Media Guidelines

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Intel on Social Media

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Over 22 million fans

Over 2 million followers

Over 485k +s

32k+ followers

Over 485k +s

Almost 6k followers

Jobs at Intel on Social Media

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Over 25k fans

Over 21k followers

Over 485k +s

320k+ followers

~50k visitors annually

Employer Brand Objective and Goals

Objective:

Humanize Intel and provide insight into our culture, our company and our career opportunities

Goals:

• Build preference for Intel as an employer of choice

• Establish and grow a relationship with our candidates

• Extend our reach to relevant candidates

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Getting Started with Content

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• Time

• Make it a part of your daily routine

• Patience

• It doesn’t happen overnight

• A calendar

• “Failing to plan is planning to fail.”

• Money—maybe

• It helps, but it’s not necessary

Don’t just create,

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share.repurpose.curate.inspire.plan.

Get Some Help – Ask for Input

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Spice it Up and Make it Pretty

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Use What’s Happening Around You (Intel)

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Use What’s Happening Around You

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Pair Your Copy with a Picture

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Steal, Tweak, Post

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Be Inspired By Others

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Help a Friend Out

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Be Relevant, Use Your Filters

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Consider Sponsoring Posts, too.

Sometimes you do better on one network than another

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Treat Each Network Individually

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Over 485k +s

FacebookPersonal source of

information

TwitterConstant source of informatio

n

LinkedIn Professional source

of information

Aim

less

brow

sing

Visit w

ith a

purp

ose

Follow thought

leaders

Visits triggered

by notifications

BlogUninterrupted source of information

Celebrate the Sweet Spot

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We RTed it from the @intel account. These are their stats on it.

My Takeaways

• Act with a purpose

• Don’t be noisy but don’t be dormant.

• Quality over quantity. Think 5-1-1.

• “Viral content” is not a goal.

• Audience/business balance

• Understand your audience and their expectations. Be relevant.

• “So what?”

• Brand&Voice

• “Should Intel be doing this? Talking about this? Saying this?”

• The Intel Social Persona: Your friend, the genius

• Be Human

• Engage and respond

• Every day brings a new beginning and a new lesson

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Social Media is about people.Be one. Treat them like one.

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[email protected]/in/smileysejalee@smileysejalee

Sejal PatelSocial Media Strategist, Enterprise Talent Organization

[email protected]

www.linkedin.com/in/smileysejalee@smileysejalee

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