Content Marketing for Recruitment Firms | SourceIn 2013

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Information about Content Marketing for Recruitment Firms | SourceIn 2013
Business & Mgmt

Published on February 13, 2014

Author: linkedin-talent-solutions



From SourceIn 2013, learn how search and staffing firms can leverage content marketing to attract and find candidates for clients.

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Content Marketing for Recruitment Firms Anna Wright Media Solutions Consultant LinkedIn #SourceIn

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… Content Marketing for Recruiting Firms 3

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 TALENT SOLUTIONS

What is content for Recruiting Firms?

©2013 LinkedIn Corporation. All Rights Reserved. 7

©2013 LinkedIn Corporation. All Rights Reserved. 8

Case Study Hear from a firm doing it well. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

So#ware   •  •  •  License  Procurement   Annual  Maintenance   Audit  Avoidance   Support   •  •  •  Services   •  •  •  QuickStream  Requirements     Full  Lifecycle  Deployments   Engineered  Offerings   ©2013 LinkedIn Corporation. All Rights Reserved. PlaBorm  Support   Oracle  WCC  &  WCP   Training   Sourcing   •  •  •  Oracle  Staffing   Resource  VeIng   Staff  AugmentaJon   TALENT SOLUTIONS 10

What is Our Brand? Sites   Oracle   WebCenter   Portal   Content   Oracle WebCenter Experts ©2013 LinkedIn Corporation. All Rights Reserved. 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 ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

Get Content Blogs   PPC  &  Organic   Campaigns  Based  on   Persons  with  SEM   Landing   Pages   Conversa<on   LinkedIn     Groups   Groups  idenJfied  by   personas   All  Social   Video  Jobs   Know  which  networks   provide  value   Job  Boards,  Social,   YouTube,  Instagram   Presenta<ons   Employee  Buy-­‐In   SlideShare  to  LinkedIn   It’s  a  share  fest!   YouTube   Website   ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

Success Metrics Copy This ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 14

Let’s Connect! Find TekStream online, connect with me, and share more content! Website   hXp://         Blog   hXp://     Facebook   hXp://     TwiXer   @TekStreaming    @TekStreamJobs   LinkedIn   hXp://­‐soluJons   100%   Every  consultant   specialized   ©2012 LinkedIn Corporation. All Rights Reserved. 365-­‐24-­‐7   Support  Staff   15  yrs.   150  Million     Average  years  of  SME   Digital  assets  managed   experience   TALENT SOLUTIONS 15

Planning a Strategy What Recruiting Agencies can learn from the world’s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS


gency A Brand is Identity A Quality Promise A Decision Making Short-Cut TALENT SOLUTIONS

©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

evant Rel Content is TALENT SOLUTIONS

levant Re Content builds trust TALENT SOLUTIONS

Inbound marketing is all about content. Identify a specific target market so that you can understand their motivations. Distribute content through social media channels, on your company’s website, on your blog, etc. Put the message in the right places. 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. TALENT SOLUTIONS 22


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

Members Worldwide 238,000,000 2013

Amplification Using LinkedIn Outreach Company Status Updates Employee Status Updates Targeted Advertising Sponsored Updates SlideShare Content Ads Engagement Employee Branding Ads Company Page Career Hub Conversation Sponsored Groups Custom Groups Group Partnerships 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

Conversation Amplification Sponsored and Custom Groups Trending articles across LinkedIn Today. TALENT SOLUTIONS

Group Strategy Customer Responsibility Free LinkedIn Phase 1 Phase 2 Phase 3 Phase 4 LinkedIn Responsibility Campaigns Create the Group – Topic and Content Focused LI Company Followers • LI Company Followers • Connections • Database Engage Members With Content Drive New Membership Advertise to Group Members • Posting Content • Starting Conversations Encourage Virality • Targeted Ads • Targeted InMails • Shares • Likes • Group Sponsorship (Right Rail) Drive New Memberships • Targeted Ads • Targeted InMails 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 XYZco Group XYZco Group Featured Discussion: “What small to midsized companies are demonstrating excellence in social media strategy and leading by example?” 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. Join Group Ryan Roslansky and 4 other connections joined. Boost membership by reaching targeted professionals Personalized to each viewer based on their network connections Provide Group information and context 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 TALENT SOLUTIONS 37

©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

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