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The top 4 marketing must-haves for IT and engineering staffing firms in 2014 which include messaging, online expereince
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www.clearedgemarketing.com
Top 4 Marketing Must-Haves for IT and Engineering Staffing Firms in 2014
Presented by: Michelle Krier, VP Marketing & Digital ServicesLeah McKelvey, Senior Director of Marketing & Partnerships
Your Presenters
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Q&A on Twitter
• We want to hear from you during this webinar and after Send us a tweet with the following in front of the message: @clearedgemktg It will show up on our Twitter profile, open for the public to view We will reply during the webinar or after
• Follow us at twitter.com/clearedgemktg
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Also follow us on…
Facebook: facebook.com/ClearEdgeMarketingLinkedIn: linkedin.com/company/clearedge-marketing
Today’s Agenda
• State of the Industry • 4 Marketing Must-Haves
Messages that Resonate Engaging Online Experiences Content That Converts Creating 2-way Conversations
• Q&A
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State of the Industry
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MARKETING MUST-HAVE #1: MESSAGES THAT RESONATE WITH YOUR TARGET AUDIENCE
What’s the average attention span of an adult?
A. 4 secondsB. 8 seconds C. 12 secondsD. 16 seconds
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Tell Us…
8 Seconds: Average Attention Span in 2013
8Source: US National Library of Medicine
Timeframe is Short to Connect
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Understanding Your Key Differentiators
Your homework: Put your elevator pitch to the test •Relevancy: Ask 2 candidates and clients why they chose to work with you to see if those messages are represented on your website •Simplicity & Consistency: Randomly ask 3 people internally for your elevator pitch•Differentiation: Review 3 top competitors’ websites and see how your existing message compares
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Candidates Share: Pros of Working with Staffing Firms
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Candidates Share: Cons of Working with Staffing Firms
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Keep it Simple
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Is Everyone Saying the Same Thing?
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Know Why You’re Different – Then Execute
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We know our clients
intimately, provide the
right placements and establish long
term relationships.
Our deep insights into human capital
management enable us to help our clients achieve
their business goals – while optimizing their IT
workforce strategies.
…with a strong reputation for delivering exceptional
technology professionals while maintaining the highest ethical
standards.
…revolutionizing the industry with
our personal touch.
…excels at bringing together the brightest technical
professionals and the top companies.
MARKETING MUST-HAVE #2: CREATE AN ENGAGING ONLINE USER EXPERIENCE
How engaging is your online experience for candidates?
A. Very engaging – we’ve conducted U/X studies to ensure the best possible experienceB. So-so – we’ve tried to make it easy for candidates to applyC. Not at all – it takes 5 clicks just to get to the apply screenD. No idea – marketing controls the website and I’ve never checked it
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Tell Us…
The Stats
• 43% of job seekers have used their mobile device to engage in job-seeking activity
• 27% of job seekers expect to be able to apply for a job from their mobile device
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Source: 2014 Job Seeker Nation Report by Jobvite
The Stats
• 1 BILLION job searches are done per MONTH on a mobile device
• Mobile-friendly recruitment has a conversion rate 5 – 10X better than traditional PC recruitment
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An Engaging Website Is a MUST
Your homework:• Try applying – how long does it take, how many clicks? Now try it on your mobile device!• Look at your site on your mobile device and on a tablet – is it easy to navigate/use?• Analyze your Google Analytics to see how much traffic is coming from mobile devices and what
pages are most frequently visited
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Create a Great Experience Across Platforms
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Create a Great Experience Across All Platforms
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Tips for Creating an Engaging Online Experience
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Make it easy!
Tips for Creating an Engaging Online Experience
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Speak their language.
Give visitors options for engaging.
Tips for Creating an Engaging Online Experience
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Give visitors the tools and resources they need.
MARKETING MUST-HAVE #3:CREATE CONTENT THAT CONVERTS
Do you create original content tailored to candidates and/or clients?
A. No, we only share content developed by othersB. We produce a handful of original blog posts or articles a year.C. There is at least one article or blog published a monthD. We’re a content-producing machine!
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Tell Us…
WHAT IS CONTENT MARKETING?
Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.
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“
”
Growth of Content Marketing
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Why Do You Need Original Content?
• Typically, IT and Engineering staffing firms are using content marketing to drive traffic to their website and promote the following goals:
31Source: Content Marketing Institute
First Content Strategy, Then Content Development
Your Homework: Take the first steps to developing a content strategy•Start to develop personas for your two main audiences: candidates and clients•Make of a list of topics that each of these personas care about or impacts them•Develop three unique content ideas based on what you know about the personas
32Source of Example Persona: HubSpot
Best Practices in Persona Building
Demographic information, including:•Job title, role, and responsibilities•Department•Company size•Industry•Location•Budget
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Behavioral information, including:•Motivating factors•Expectations•Concerns and pain points•Role in the purchasing process•Understanding of your products and services•Needs met to ensure a purchase
Source: Kevin Cain, Convince & Convert
Who are you and
why should I
care?
Are You Creating Content that Hiring Managers Care About?
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Are You Creating Content that Candidates Care About?
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Develop Content That Highlights Your Industry Expertise
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Types of Content
• Surveys (can give you the data to drive several different types of content)
• Blog posts• Articles (contributing to industry
publications)• eBooks• Webinars• Speaking opportunities• Customer roundtables
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Organize Your Approach: Example Editorial Calendar (Blog)
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Track the Engagement on your Content
• Google Analytics Keywords Traffic
• Bitly links for sharing
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MARKETING MUST-HAVE #4: CREATING TWO-WAY CONVERSATIONS VIA SOCIAL MEDIA
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How engaged is your social community?
A. Highly engaged (we frequently receive questions and comments)B. Somewhat engaged (some of our posts get comments)C. Not at all engaged (we post but no one comments)D. What’s a social community?
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Tell Us…
Social Media is Like a Cocktail Party
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This Not This
Creating Two-Way Conversations Via Social Media
• Your homework: create 1 post per week that will encourage engagement. Ideas: Ask questions. “What’s most important to you when considering a job offer: salary or location?” Fill in the blank. “When I have a job interview coming up, I ____. ” or “My dream job is ____.” Caption this (photo/video):
Tip: think carefully about what type of image you choose and what emotions you will trigger with your post. You want a positive association between the photo and your brand.
Encourage likes. “’Like’ if you’d be open to a new job opportunity this year.” Tip: Use a photo with this one!
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Encourage Comments, Questions and Discussions
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Encourage Comments, Questions and Discussions
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Tips for Managing Your Social Efforts
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Tips for Managing Your Social Efforts
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Tips for Managing Your Social Efforts
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Tips for Managing Your Social Efforts
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Tips for Managing Your Social Efforts
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It’s Your Turn…Questions? Comments?
Need Help? Contact Us Any Time!
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Michelle KrierVP Marketing & Digital ServicesTel: 414.617.3103
Email: [email protected] Twitter: @michellekrierLinkedIn: www.linkedin.com/in/michellekrier
Leah McKelvey Senior Director of Marketing & PartnershipsTel: 330.559.5259
Email: [email protected] Twitter: @LMcKelveyLinkedIn: www.linkedin.com/in/leahmckelvey
