Chris Harwood from Havas People on Talent Communities & Content

Talent Bites, LondonChris Le’cand-Harwood @ChrisLCH3rd July 2014

TALENT COMMUNITIES AND CONTENT

You have a problem

The best talent have more important things to do than look at your vacancies.

You have a problem

There are only 24 hours in one day! −1,440 minutes. No more.−Never ending TO DO list−Working

−Family

−Friends

−Life admin

−Sleeping

−(Saving The President)

You have a problem

There’s too much content!−1.8 trillion gigabytes (doubling every

18 months)−Every minute there are: −204 million emails

−2 million Google searches−48 hours of video on YouTube−684,000 bits of Facebook

content−100,000 tweets

*International Data Corporation (IDC) 2012

You have a problem

Talent is happier than you think.

−80% of LinkedIn users think they are passive job seekers*

−70% of consumers prefer to get articles, not advertisements*

*LinkedIn 2013 and Northwester University: Coursera MOOC: Content Strategy for Professionals 2014

The solution

Think like an editorial team−All brands are publishers

these days−They need to produce

relevant content−Content with value

The solution

Think about your content strategy.

The solution

Content strategy

https://chrislch.wordpress.com

Content strategy

https://chrislch.wordpress.com

Content strategy

What is “content strategy”?− Credible and transparent content that

enhances the strategic goals of your organisation

− Crafted to help inform a target audience. − Distinct from content marketing (that's about

driving “customer purchase” – e.g. applying for a job)

Content strategy

How do you “do content strategy”?1. Learn strategic goals of your organisation2. Learn about your audience3. Plan and create content4. Make sure people find your content

Content strategy

1. Strategic goals?− Think about your organisation or team goals− If you don’t have goals: − You don’t have a purpose− You don’t know what winning looks like −You have no reason for your content to exist

Content strategy

2. Think about your audience− If you don’t know them you don’t know what

really matters to them in their busy lives− Think about what they value− Create content they want− They will take the time to engage with you

Content strategy

2. Think about your audience− Create personas of your audience− Do you know their needs, motivations, fears?− What excites and inspires them?− What are their values?− How do they consume information?− Where do they consume it?

Content strategy

3. Plan and create content− Have a mission statement to give you purpose

and focus 1. Audience

2. Output

3. Outcome for audience

“Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”

Content strategy

3. Plan and create content− Play it like the Dutch

Content strategy

3. Plan and create content− Play it like the Dutch− “Total Content” − 5-3-2 formation− 5 about what others say

− 3 about what you know

− 2 about your vacancies

Content strategy

4. Post and promote− Chose one platform first− Pilot 5-3-2 over 4 weeks

Build it and they will come? −No (sorry Kevin).

Make sure people see your content−Your talent mailing lists−Your social media community−Your Pay Per Click advertising− Google, Facebook, LinkedIn, Twitter

Analyse−Does your audience like it? −Are there more visits to your website?

Things to do in July

1. Get out off the office with the team for 2 hours

2. Think about goals and audience3. Create your own mission statement4. Plan 10 pieces of content each fortnight5. Analyse over 4-8 weeks

GOALS AUDIENCE

THANK YOU

Chris Le’cand-HarwoodHead of Social Media

Tel: 020 7022 4205Email: [email protected]: @ChrisLCHLinkedIn: http://uk.linkedin.com/in/chrislch/

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