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Content Marketing for Recruitment Firms Anna Wright Media Solutions Consultant LinkedIn
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…
3
Content Marketing for Recruiting Firms
TALENT SOLUTIONS
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
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
TALENT SOLUTIONS
Case Study Hear from a firm doing it well.
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved. 10
• License Procurement • Annual Maintenance • Audit Avoidance
So#ware
• QuickStream Requirements • Full Lifecycle Deployments • Engineered Offerings
Services
• PlaBorm Support • Oracle WCC & WCP • Training
Support
• Oracle Staffing • Resource VeIng • Staff AugmentaJon
Sourcing
TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved.
Oracle WebCenter
Sites Portal
Content
Oracle WebCenter Experts
What is Our Brand?
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
©2013 LinkedIn Corporation. All Rights Reserved.
Video Jobs Job Boards, Social, YouTube, Instagram
PPC & Organic Campaigns Based on Persons with SEM
Presenta<ons SlideShare to LinkedIn
Conversa<on Groups idenJfied by
personas
All Social Know which networks
provide value
Employee Buy-‐In It’s a share fest!
Blogs
Landing Pages
LinkedIn Groups
YouTube Website
Get Content
TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved. 14
Copy This Success Metrics
TALENT SOLUTIONS ©2012 LinkedIn Corporation. All Rights Reserved. 15
Website hXp://www.tekstream.com
Blog hXp://tekstream.com/newsroom/
Facebook hXp://www.facebook.com/tekstream
LinkedIn hXp://www.linkedin.com/company/tekstream-‐soluJons
TwiXer @TekStreaming @TekStreamJobs
Let’s Connect! Find TekStream online, connect with me, and share more content!
100% Every consultant specialized
365-‐24-‐7 Support Staff
15 yrs. Average years of SME experience
150 Million Digital assets managed
TALENT SOLUTIONS
Planning a Strategy What Recruiting Agencies can learn from the world’s best marketers.
©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS 17
TALENT SOLUTIONS
Identity
A Quality Promise
A Decision Making Short-Cut
Brand is Agency
TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS
Content is Relevant
TALENT SOLUTIONS
Content builds trust
Relevant
TALENT SOLUTIONS 22
Inbound marketing is all about content. Identify a specific target market so that you can understand their motivations.
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.
Distribute content through social media channels, on your company’s website, on your blog, etc. Put the message in the right places.
TALENT SOLUTIONS
TALENT SOLUTIONS
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.
13
Members Worldwide
20
238,000,000
TALENT SOLUTIONS
Company Status Updates Employee Status Updates Targeted Advertising Sponsored Updates SlideShare Content Ads
Outreach
Engagement
Conversation Sponsored Groups Custom Groups Group Partnerships
Employee Branding Ads Company Page Career Hub
Amplification Using LinkedIn
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
Trending articles across LinkedIn Today.
Conversation Amplification Sponsored and Custom Groups
TALENT SOLUTIONS
Group Strategy
LI Company Followers
• LI Company Followers
• Connections • Database
Engage Members
With Content
• Posting Content • Starting Conversations
Encourage Virality
• Shares • Likes
Drive New Membership
• Targeted Ads
• Targeted InMails
Advertise to Group
Members
• Group Sponsorship (Right Rail)
Drive New Memberships
• Targeted Ads
• Targeted InMails
Create the Group – Topic and Content Focused Phase 1
Phase 2
Phase 3
Phase 4
Customer Responsibility Free LinkedIn
LinkedIn Responsibility Campaigns
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
Boost membership by reaching targeted professionals
Personalized to each viewer based on their network connections
Provide Group information and context
XYZco Group
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.
XYZco Group
Featured Discussion: “What small to midsized companies are demonstrating excellence in social media strategy and leading by example?”
Ryan Roslansky and 4 other connections joined.
Join Group
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
37
TALENT SOLUTIONS ©2013 LinkedIn Corporation. All Rights Reserved.