The power of media and content

The Power of Media and Content

Social Recruiting series for Staffing, Search and Recruitment agencies

with Alex Charraudeau

@alexCharraudeau #Staffing #HireToWin

#STAFFING #HIRETOWIN

Alex Charraudeau

Ex-recruiter

7 years as a recruitment marketing guy

Web design, development, brand strategy, search marketing, email

marketing, social media strategy

At LinkedIn I help recruiters get the most out of LinkedIn

ABC

(Always be connecting)

LinkedIn

Twitter

Google+

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The Power of Media and Content

Introduction to content marketing

Audience segmentation

3 steps to content marketing

5 key content stats

Where media meets social

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An introduction to content marketing

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Producing information that engages your

target audience to educate and convert.

Content Marketing

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Success in marketing today is not based solely on

quantity; quality of engagement is essential.

Content makes people aware of your business – this is

the first step towards getting anyone to apply.

Why use content?

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“We thought to ourselves what a dream it would be if our ideal

audience would just call us instead…”

Segmenting your audience

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Why segmentation matters

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68% of members want to see

relevant and insightful content.

B2B companies that blog related

to their industry generate 67%

more leads per month than

those who do not blog.

58% of consumers trust relevant

editorial content.

78% of chief marketing officers

think targeted custom content is

the future of marketing.

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Make sense of the mass

Clients Candidates

Existing

Clients

New

Clients

JAVA

developer

.Net

Developers

Technical

candidates

Non-technical

candidates

UK

professionals

APAC

professionals

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How to segment your audience

Industry – Public Sector, Oil and Gas, IT,

Marketing

Functional split – IT, Engineering, Marketing, Sales,

Finance

Skills split – JAVA, Qualified Accountant, B2B

Marketing, Management

Geographical split – Local, National, International

Thematic split / interest split – Sport, Entertainment, Industry Insight,

Events

3 steps to content marketing

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Content planning

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Your target market is your ideal

candidate, so create a profile

of that person.

What is their background?

What defines them?

Where are they online?

Give them a name and a

picture – make them real!

Figure out what will capture

their attention.

What is that person

interested in, what does that

person care about, what

else are they doing

online?

Position your business

as an expert, authority

and place to go for any

information or

guidance in their space.

Be relevant, be authentic

and be personable.

Create videos, interview your

people or industry experts,

share information from events,

write blog posts and e-books

on the state of jobs in your

industry, create salary surveys.

Put this content in the right

places.

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Creating a content calendar

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What can we create? (own

branded content)

What content can we share?

(external content)

Who is responsible for what

types of content?

When are certain topics more

relevant?

Who will be responsible for

following up?

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Content pyramid schemes

One white paper

3 news articles

7 blog posts

25 group

discussions

150 Tweets

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Creating and distributing content

Which channels are most relevant for our audience?

Where will the content link back to?

How are we tracking value?

Who will be responsible for the follow up and moderation?

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5 key content stats

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Video gets 100% more likes/shares than other content

Video is one of the hardest types of content to produce, but has some of

the highest value in terms of engagement.

Web pages with video content on them increase the number of people

completing an action (like an application) by 45%.

Video can be used across most channels.

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33% of all brand impressions come from shared/liked

content on LinkedIn

People who aren’t following you or connected with you need a clear path

from the content you distribute back to a conversion point. This will help

change the viewer into either a CV or a job specification from a client.

Your content has to link directly to your services and information about

your business. Ensure that the content you are sharing demonstrates

your relevancy in that market.

Create content that is easy to share. Add clearly signposted social

sharing buttons.

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56% of B2B marketers create content in-house exclusively,

an increase of 18% over 2011

Home-grown content is always going be more relevant and will improve

your brand’s perception.

Creating good quality content takes time – focus on producing at least

one high quality piece of content per market per quarter.

Remember that good content can be used in more than one way.

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90% of consumers find custom content useful. 78% believe that

organisations behind content are building relationships

Outline what the next steps are for some one who has seen your content.

How can people receive more of this valuable information?

Plan how you will continue to market to your audience on an on-going

basis to build a relationship. Give them something to look forward to!

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Companies experience up to 400% increase in conversions by

pointing candidates to highly targeted landing pages

If you are building landing pages on your own site make sure there is

relevant information next to it – such as jobs or related content.

Build out Facebook apps to convert people reading your content.

When using LinkedIn build a Career page so that your traffic can find jobs

Reach a wider audience on LinkedIn

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Organic, earned and paid audiences

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

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Organic, earned and paid audiences

Look at the audience you want more engagement with. Build out a profile

for those people – think Geography, Industry, Job Function, Seniority,

Company Size, Current Company Name, School Name, Groups.

Write content, post jobs and have a relevant landing page built for those

types of professionals.

Think about advertising types – own creative or viewer aware dynamic.

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Organic, earned and paid audiences

Click-through rates on

desktop LinkedIn are

10x as high as

traditional display

ads.

Content generates 6x

more engagement

than jobs.

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Organic, earned and paid audiences

Content has to link to targeted

landing pages, as does advertising.

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Organic, earned and paid audiences

Targeted advertising will increase

reach within your key audiences –

look at the statistics to make sure.

Track increases in key performance

indicators – such as page views,

new followers and job applications.

See how advertising is improving

your other metrics – such as InMail

response rates.

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Review – Five Steps To Content Marketing

1. Segment your audience

2. Build out a persona for your various target audiences

3. Plan your content

4. Create and distribute your content

5. Reach a wider audience through media

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Thank you! Please join us next time …

Advanced Content Webcast coming soon!

You will soon receive an invitation for our next Webcast on content marketing and Follower engagement.

All slides will be sent via email following this session.

Always be connecting: LinkedIn

Twitter

Google+

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