Published on February 13, 2014
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. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 7
©2013 LinkedIn Corporation. All Rights Reserved. http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ 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://www.tekstream.com Blog hXp://tekstream.com/newsroom/ Facebook hXp://www.facebook.com/tekstream TwiXer @TekStreaming @TekStreamJobs LinkedIn hXp://www.linkedin.com/company/tekstream-‐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
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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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