Trasforma il tuo approccio alla Talent Acquisition in 3 semplici passi: Parte seconda, Ingaggia i migliori talenti con il Content Marketing

Giovedì 18 giugno 2015

Trasforma il tuo approccio alla Talent Acquisition in 3 semplici passi: Passo 2, ENGAGE

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Come ingaggiare i migliori talenti con il Content Marketing

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Media Solutions Consultant

Tomaso GiustiMedia Account Manager

Beatrice Guasti

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 What we will cover today

Agenda

1. Recap on Build, Engage and Recruit

2. Boost your Talent Brand through content

3. Step 1: Plan

4. Step 2: Develop your content

5. Step 3: Share your content

6. Step 4: Amplify

7. Step 5: Measure and adjust

8. Conclusion

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An effective and efficient strategy to get the most from Social Media

Build, Engage, Recruit

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Content Marketing: Producing information that engages your target audience to educate and convert

Success in marketing today is not based solely on quantity; quality of engagement is essential.

Companies who post at least 1 status update / week on

LinkedIn…

Get 40% more views to their LinkedIn job postings.

and 25% more apply

clicks

Say the right thing at the right time to the right people

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Good content?  Think TED Talks.  Sees 1.5m views a day – which is 17 new views every second every day…

Step 1: PlanDefine your Audience and build your content Calendar

Define your Audience

Before you create content it’s important to know who is your target audience

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Creating a content calendar

Who is responsible for what types of content?

When are certain topics more relevant?

Who will be responsible for following up?

Step 2: Develop your contentCurating and creating

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Keep in mind

Content

There are 2 ways to source

content:

1. Curate

2. Create

Curate Content

Companies can pull content from a wide rage of outlets:

News organizations (Sole 24 ore, Corriere della Sera...), industry blogs, industry pubblications...

Create Content

5 Tips to keep in mind

Types of Content

Presentations:

Types of Content:

Infographics

Types of Content

Videos:

Types of Content

Images:

Types of Content

Blog posts:

Types of Content

Employee generated Content

Step 3: Share your contentWhere when and how to publish

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When to post

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How to post

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3 Tips

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In the last month 100% of the top 50 most engaging updates included either images or videos.

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Select your audience

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Test your updates

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Test your updates!

Step 4: AmplifyHow to increase engagement with your content

“Content is king

but distribution is queen,and she wears the pants.”

Jonathan Perelman, VP of Agency Strategy and Industry Development at BuzzFeed.

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Everyone in your business needs to be involved. Ask your employees to share!

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Extend your 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

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Sponsored Updates

Content generates

6x more

engagement than jobs.

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Sponsored Updates

HR professionals

HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas at XYZ

One of the most targeted ad products on LinkedIn

Target on:– Seniority,

Function, Industry, Job title, Geography, Current Company, School, Skills, Groups

Step 5: Measure and adjustHow to know if your content marketing is working

Views Actions Business outcomes

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Key metrics to measure

Adjust your strategy

4 Things to do on today!

1. Figure out what you need to say and to whom.

2. Start posting content to those different audiences.

3. Reach outside of your existing Followers.

4. Build awareness at scale, engage at scale and convert at scale.

 Dates for the diary

Build, Engage, Recruit webcast series

Recruit more effectivelyJuly 7th at 11am

Questions?