Top 4 Marketing Must-Haves for IT and Engineering Staffing Firms in 2014
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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 Services Leah McKelvey, Senior Director of Marketing & Partnerships
Top 4 Marketing Must-Haves for IT and Engineering Staffing Firms in 2014
What’s in your marketing toolkit for this year? Not sure where to spend your marketing dollars to drive your business forward and realize the best return on your marketing investment? Have no fear – this deck will help! We discuss the four marketing must-haves for IT and engineering staffing firms this year: 1 - Messaging that resonates with your target audience 2 - Creating two-way conversations via social media to enhance the candidate experience 3 - Creating an engaging online user experience regardless of the platform/device used 4 - Creating content that converts.
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1. Top 4 Marketing Must-Haves for IT and Engineering Staffing
Firms in 2014 Presented by: Michelle Krier, VP Marketing &
Digital Services Leah McKelvey, Senior Director of Marketing &
Partnerships www.clearedgemarketing.com
2. Your Presenters 2
3. 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 Also follow us on
Facebook: facebook.com/ClearEdgeMarketing LinkedIn:
linkedin.com/company/clearedgemarketing 3
4. Todays Agenda State of the Industry 4 Marketing Must-Haves
Messages that Resonate Engaging Online Experiences Content That
Converts Creating 2-way Conversations Q&A 4
5. State of the Industry 5
6. MARKETING MUST-HAVE #1: MESSAGES THAT RESONATE WITH YOUR
TARGET AUDIENCE
7. Tell Us Whats the average attention span of an adult? A. 4
seconds B. 8 seconds C. 12 seconds D. 16 seconds 7 ???...???..???.
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8. 8 Seconds: Average Attention Span in 2013 Source: US
National Library of Medicine 8
9. Timeframe is Short to Connect 3 Months or Less 2 Weeks or
Less Amount of time it took 84% of Talent to find their most recent
position Amount of time it took 32% of Talent to find their most
recent position SOURCE: 9
10. 10
11. 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 11
12. Candidates Share: Pros of Working with Staffing Firms Top
Benefits of Working for an IT/Engineering Staffing Firm Assistance
finding employment Consistent income Access to otherwise
unreachable positions SOURCE: 0% 20% Top Ranked 12 40% 60% 2nd
& 3rd Ranked
13. Candidates Share: Cons of Working with Staffing Firms Top
Drawbacks of Working for an IT/Engineering Staffing Firm Lack of
positions that fit my skills Difficulty in finding proper fit for
the position Pay compared to working with a company directly
SOURCE: 0% 20% Top Ranked 13 40% 60% 2nd & 3rd Ranked
14. Keep it Simple 14
15. Is Everyone Saying the Same Thing? 15
16. Know Why Youre Different Then Execute with a strong
reputation for delivering exceptional technology professionals
while maintaining the highest ethical standards. Our deep insights
into human capital management enable us to help our clients achieve
their business goals while optimizing their IT workforce
strategies. revolutionizing the industry with our personal touch.
We know our clients intimately, provide the right placements and
establish long term relationships. excels at bringing together the
brightest technical professionals and the top companies. 16
17. MARKETING MUST-HAVE #2: CREATE AN ENGAGING ONLINE USER
EXPERIENCE
18. Tell Us How engaging is your online experience for
candidates? A. Very engaging weve conducted U/X studies to ensure
the best possible experience B. So-so weve tried to make it easy
for candidates to apply C. Not at all it takes 5 clicks just to get
to the apply screen D. No idea marketing controls the website and
Ive never checked it 18 ???...???..???. ???...???..???.
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19. 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 Source: 2014 Job
Seeker Nation Report by Jobvite 19
20. 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 20
21. 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 21
22. Create a Great Experience Across Platforms 22
23. Create a Great Experience Across All Platforms 23
24. Tips for Creating an Engaging Online Experience Make it
easy! 24
25. Tips for Creating an Engaging Online Experience Speak their
language. Give visitors options for engaging. 25
26. Tips for Creating an Engaging Online Experience Give
visitors the tools and resources they need. 26
27. MARKETING MUST-HAVE #3: CREATE CONTENT THAT CONVERTS
28. Tell Us Do you create original content tailored to
candidates and/or clients? A. No, we only share content developed
by others B. We produce a handful of original blog posts or
articles a year. C. There is at least one article or blog published
a month D. Were a content-producing machine! 28 ???...???..???.
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29. WHAT IS CONTENT MARKETING? Your customers dont care about
you, your products, your servicesthey 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. 29
30. Growth of Content Marketing 30
31. 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: Source:
Content Marketing Institute 31
32. 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 Source of Example Persona:
HubSpot 32
33. Best Practices in Persona Building Who are you and why
should I care? Demographic information, including: Job title, role,
and responsibilities Department Company size Industry Location
Budget Source: Kevin Cain, Convince & Convert 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 33
34. Are You Creating Content that Hiring Managers Care About?
Top 5 Things That Keep Hiring Managers Up At Night 46% Retaining
top-performing talent 43% Finding highly-qualified talent Staying
within budget 33% Meeting your department deadlines with the talent
you have available 32% 28% Attracting highly-qualified talent
SOURCE: 0% 34 40% 80%
35. Are You Creating Content that Candidates Care About? Top
Concerns of IT and Engineering Professionals Staying professionally
relevant and employable 30% 24% Lack of clear career direction/path
22% Meeting deadlines SOURCE: 0% 35 25% 50%
36. Develop Content That Highlights Your Industry Expertise
Important Factors that Lead to a Successful Placement 40% 35% 30%
27% 20% 6% 0% Proper skills for the position Staffing firm is
knowledgeable of our company's industry SOURCE: Clients Say: 36
Staffing Firms Say:
37. 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 37
38. Organize Your Approach: Example Editorial Calendar (Blog)
38
39. Track the Engagement on your Content Google Analytics
Keywords Traffic Bitly links for sharing 39
40. MARKETING MUST-HAVE #4: CREATING TWO-WAY CONVERSATIONS VIA
SOCIAL MEDIA 40
41. Tell Us 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. Whats a social community? 41
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42. Social Media is Like a Cocktail Party Not This This 42
43. Creating Two-Way Conversations Via Social Media Your
homework: create 1 post per week that will encourage engagement.
Ideas: Ask questions. Whats 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 youd be open to a new job opportunity this
year. Tip: Use a photo with this one! 43
44. Encourage Comments, Questions and Discussions 44
45. Encourage Comments, Questions and Discussions 45
46. Tips for Managing Your Social Efforts 46
47. Tips for Managing Your Social Efforts 47
48. Tips for Managing Your Social Efforts 48
49. Tips for Managing Your Social Efforts 49
50. Tips for Managing Your Social Efforts 50
51. Its Your Turn Questions? Comments? 51
52. Need Help? Contact Us Any Time! Michelle Krier VP Marketing
& Digital Services Leah McKelvey Senior Director of Marketing
& Partnerships Tel: 414.617.3103 Tel: 330.559.5259 Email:
[email protected] Twitter: @michellekrier LinkedIn:
www.linkedin.com/in/michellekrier Email:
[email protected] Twitter: @LMcKelvey LinkedIn:
www.linkedin.com/in/leahmckelvey 52