5 stepsclientbreakfast july2014vext
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Here are the slides to the Content Marketing breakfast event we held in Toronto last week.
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5 stepsclientbreakfast july2014vext
- 1. #intalent Boosting Your Talent Brand Through Content
- 2. 5 Steps to Boosting Your Talent Brand Through Content 2 introductions
- 3. 5 Steps to Boosting Your Talent Brand Through Content 3 agenda 1. Welcome and Introductions 2. What is Content Marketing and Why is it important? 3. 5 Steps to Boosting your Talent Brand through Content Marketing 4. Content Case Study: Chani Kohn, Anne Inc. 5. Questions & Discussion
- 4. Who here is the… Most Popular Most Endorsed Earliest Adopter Most Connected Janice Tee Victor Loo Kathleen Teixeira Sunny Ramljak
- 5. 5,000 Estimated number of ad messages a person living in a city sees today (according to Yankelovich, market research firm)
- 6. 500,000,000 # of Tweets sent per day
- 7. 29.5 Hours of online video watched per person per month in Canada (compared to 20.6 in USA) * The Canada Digital Future in Focus 2014 report
- 8. Content is being created, consumed and shared at a speed and scale never seen before NewsCred, 2014
- 9. 5 Steps to Boosting Your Talent Brand Through Content 9 What is Content Marketing? Content marketing is a marketing technique that involves creating and sharing valuable and relevant content in order to drive profitable customer action (or in our case, to acquire employees!)
- 10. 5 Steps to Boosting Your Talent Brand Through Content 10 Refresher: What is Talent Brand? Talent Brand is the highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about your company as a place to work.
- 11. GREAT CONTENT TELLS A STORY... …a , transparent story of what it’s like to work at your company. relevant
- 12. 5 Steps to Boosting Your Talent Brand Through Content Content Marketing Guide for Talent Acquisition Professionals
- 13. 5 Steps to Boosting Your Talent Brand Through Content 13 Step 1: Plan Step 2: Develop your content Step 3: Share your content Step 4: Amplify Step 5: Measure and adjust
- 14. 5 Steps to Boosting Your Talent Brand Through Content 14 Step 1: Plan Define your audience and build a content calendar 5 Steps to Boosting Your Talent Brand Through Content 14
- 15. 5 Steps to Boosting Your Talent Brand Through Content 15 Start by thinking about “who” you are trying to attract and engage with your content
- 16. 5 Steps to Boosting Your Talent Brand Through Content 16 Define your content audience(s) Persona Professional Personal Behavioral Professional Value Prop Mary Marketer Title Seniority Experience Skill Education Age Gender Interests Lifestyle What motivates them How do they make decisions, spend their time Compensation Work/Life Balance Internal Mobility Challenging Work Sarah Student Evan Engineer Characteristics
- 17. 5 Steps to Boosting Your Talent Brand Through Content 17 Next, you need to get yourself organized
- 18. 5 Steps to Boosting Your Talent Brand Through Content 18 Developing a content plan Developing an editorial plan is key. Monday Tuesday Wednesday Thursday Friday Status Update We couldn’t be more excited to announce this... (insert APAC bit.ly) HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move! Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain: link Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register. Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact. Content Type Press release Job post link Blog post Event registration Image Target Audience Marketers UX designers Engineers Students Everybody Publish Where LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter LinkedIn, Facebook, Instagram, Pinterest Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun
- 19. 5 Steps to Boosting Your Talent Brand Through Content 19 Step 2: Develop your content Curating and Creating 5 Steps to Boosting Your Talent Brand Through Content 19
- 20. 5 Steps to Boosting Your Talent Brand Through Content 20 Curating versus creating contentStart by curating content from other sources – internal and external
- 21. 5 Steps to Boosting Your Talent Brand Through Content 21 Where to find great content?
- 22. 5 Steps to Boosting Your Talent Brand Through Content 22 At some point, it’ll be time for you to your very own original content
- 23. 5 Steps to Boosting Your Talent Brand Through Content 23 When creating great content keep these tips in mind Be conversational Keep it short Be visual Offer snackable tips Include a call to action
- 24. 5 Steps to Boosting Your Talent Brand Through Content 24 Images A picture’s worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand. Companies use colorful images to increase engagement with their content Tip: Posts with images generate 98% higher comment rate than posts without.
- 25. 5 Steps to Boosting Your Talent Brand Through Content 25 Presentations No design resources, no problem. Presentations are an easy way to showcase employee testimonials or your company culture. Achievers’ “Top 10 Reasons to Join Achievers” deck is a great example of leveraging images and color to promote culture: they created a presentation, posted it on SlideShare and then featured it on their LinkedIn Career Page. Four Seasons’ deck shows images of employees in action, a visual of what it’s like to be in role. Also posted to SlideShare and featured on the LinkedIn Career Page.
- 26. 5 Steps to Boosting Your Talent Brand Through Content 26 Infographics Showcase interesting data or stats visually through infographics. Salesforce.com and AIMIA use infographics to promote their company culture and products
- 27. 5 Steps to Boosting Your Talent Brand Through Content 27 Videos There’s nothing better than video to tell a story about your company and or showcase “a day in the life” of your employees. Tip: Links to YouTube videos can play directly in your social media feed and generate 75% higher share rate.
- 28. 5 Steps to Boosting Your Talent Brand Through Content 28 Company Blogs Blogs enable you to go more in depth around topics important to your company and employees.
- 29. 5 Steps to Boosting Your Talent Brand Through Content 29 Employee-generated content There are no more impactful brand ambassadors for your company than your employees. Encourage them to tell their stories through original content posts. Tip: Share themes and ideas with your employees, make it a contest and honor the winners.
- 30. 5 Steps to Boosting Your Talent Brand Through Content 30 The perfect content mix Thought leadership/industry news40% Talent brand25% Just for fun5% Company/product news20% Event promotion10%
- 31. 5 Steps to Boosting Your Talent Brand Through Content 31 Step 3: Share your content Where, when and how to publish 5 Steps to Boosting Your Talent Brand Through Content 31
- 32. 5 Steps to Boosting Your Talent Brand Through Content 32 5 tips for sharing content on social sites Post at peak activity times Post frequently Lead with a catchy first line Be responsive Reciprocate
- 33. 5 Steps to Boosting Your Talent Brand Through Content 33 When, where and how often to post Platform Peak activity Suggested frequency 7-9am 5-6pm Start with 2-3 times/week. Work up to once per day. 6-8am 1-4pm Start with 2-3 times/week. Work up to once per day. 1-3pm 2-5 times per day. Tue and Wed, 24hrs/day 2-3 a month.
- 34. 5 Steps to Boosting Your Talent Brand Through Content 34 When, where and how often to post Platform Peak activity Suggested frequency 12-1pm 2 a month or more if you have the resources. 2-4pm 8pm-1am A few times a week. Daytime 2-3 times a week. 9-11am A few times a week to once a day.
- 35. 5 Steps to Boosting Your Talent Brand Through Content 35 Step 4: Amplify How to increase engagement with your content 5 Steps to Boosting Your Talent Brand Through Content 35
- 36. 5 Steps to Boosting Your Talent Brand Through Content 36 Amplify your message through your employees
- 37. 5 Steps to Boosting Your Talent Brand Through Content 37 Inform them about your talent branding efforts and how they play a key role in helping attract great talent. Ask your employees to share Ask them to follow your company pages on LinkedIn, Facebook and other social networks. Encourage them to like, share and comment on the content you post. Send them pre-scripted status updates so it’s easy for them to share. Promote any relevant content they are already creating themselves. Identify brand champions – recognize that not everyone will be as enthusiastic as you. Get leadership buy-in and get executives to promote your content. Make sure they lead by example.
- 38. 5 Steps to Boosting Your Talent Brand Through Content 38 300M+ (+2 every sec) SPONSORED UPDATES REACH THE ENTIRE LINKEDIN NETWORK COMPANY UPDATES ONLY REACH YOUR POOL OF FOLLOWERS Sponsor your best content to extend reach
- 39. 5 Steps to Boosting Your Talent Brand Through Content 39 Intel appeals to Android developers on LinkedIn
- 40. 5 Steps to Boosting Your Talent Brand Through Content 40 Step 5: Measure and adjust How to know if your content marketing is working 5 Steps to Boosting Your Talent Brand Through Content 40
- 41. 5 Steps to Boosting Your Talent Brand Through Content 41 Key Metrics Impressions: number of times this update was seen Clicks: number of times a member clicked on the update Interactions: of likes, shares or comments received on this update Engagement: interactions divided by impressions To Know: Average online engagement is between 0.3% - 0.8%. How to know if your content is working
- 42. 5 Steps to Boosting Your Talent Brand Through Content 42 Experiment & Get Creative 156% CTR lift
- 43. 5 Steps to Boosting Your Talent Brand Through Content 43 Experiment & Get Creative Test call to actions: Always have a clear call to action Test thumbnail images: Choose compelling, attention grabbing images (colorful, includes recognizable leaders) Test your tone: Tap into an emotion, use humor. What resonates with your audience?
- 44. 5 Steps to Boosting Your Talent Brand Through Content 44 In Conclusion Embrace Content Marketing as a strategic way to attract talent It’s an ongoing process – try, learn, iterate, optimize Be creative, authentic and have fun!
- 45. Chani Kohn HR Communications Specialist ANN INC. A Content Case Study
- 46. 5 Steps to Boosting Your Talent Brand Through Content 46 What have you learned? What take-aways do you have? What will you do differently today? 5 Steps to Boosting Your Talent Brand Through Content 46
- 47. 2014 LinkedIn Corporation. All Rights Reserved.
Notas del editor
- Earliest Adopter (Janice Tee, D+H Limited)– The first person to sign up and create a profile on LinkedIn Most Connected (Victor Loo, Bell) – The person with the most 1st degree connections Most Popular (Kathleen Teizeira, Indigo) – The person whose profile was viewed the most in the past 30 days Most Endorsed (Sunny Ramljak, IBI Group)– The person with the most total endorsements
- 1. Our behavior has changed. We’re more selective about what we pay attention to. Because of all the noise, only the most relevant, valuable and engaging messaging cuts through. 2. Our target audiences are reachable via platforms where content is consumed (everyone is!) 3. Marketers have been leveraging content to drive profitable customer action, why has is it taken so long for these practices to be embraced for talent acquisition?
- shouldn’t be glossy, overly produced Needs to be natural, authentic, subtle, informative, about educating not selling
- Before you start sharing lots of great, compelling content, it’s important to think about exactly “who” you are trying to attract and/or engage with your content. Afterall, the kind of content of interest to someone in engineering is quite different from someone in sales or marketing –or finance for that matter.
- Understanding who your content is for and what they most care about will help you focus your content program for maximum impact. Define candidate profiles. Define the ‘drivers’ for taking/ leaving a company. Turn them into ‘real’ people and connected them with names/ faces. Build messaging to target these different candidate segments. (Technical/ Sales/ Product/ Marketing/ Operations) Later you will define the best communication outlets and build content for them.
- Next you need to get yourself organized, but not to worry, I’ll tell you how
- Setting up profiles on social media sites isn’t the branding. The branding comes with a purposeful plan to engage your target audiences every day. Work on content often! learn and develop daily on what content is relevant for your audiences. Don’t make it harder than it needs to be. Re-use content with mild tweaks. Simple quotes from key leaders. Google Alerts with company name. Fun company facts Use images, when possible!
- The quickest and easiest way to get started with content marketing is to curate content from other sources. Think about content curation much like the curator of a museum. As the curator of content for your company, instead of choosing what goes on the walls, you’re choosing what gets posted on social sites like LinkedIn, others, that you believe will be of interest to the audiences you most want to engage. Your marketing, communications and product teams are a great place to start. Also company blogs. Do your company have an engineering blog? That’s another great source for technically oriented content. Content curation enables you to get started faster and leverage work others in your organization are already doing. No need to completely recreate the wheel.
- Creating your own content gives you complete control, but is typically more of a “phase 2” with most of the clients we work with. Primarily because most of the TA teams we work with simply aren’t staffed with the people or with the skillsets to be able to create their own original content. The good news there is that we’ll give you some suggestions today that anybody can do, using very simple tools like PPT.
- It’s critical to consider the appropriate mix of content. Based on an audit of what the most successful talent acquisition content teams are doing, we suggest :
- Now that you have invested the time in creating a thoughtful content strategy and you have great content to share, it is equally important that you think critically about the right places to share your content. All that work will be for nothing if you don’t get your message in front of the right audience at the right time. If you can gain viral momentum, even better!
- A few tips to consider when sharing content, we’ve already discussed the first one to post at peak activity times and a bit on frequency. Again, taking bandwidth into account it is best to post at least once per month but best in class organizations are posting 3-5 times a week. Posting something once a week is better than not posting at all so even if you have to get scrappy and pull in a “hot job” because you didn’t have time to curate any content, that’s ok! Just do it! When you share your update you want to think about the type of introduction you would like to use. Short and catchy is best. Asking a question encourages comments (which increases the organic growth of your update) and when feeling uninspired, take an interesting quote from the article you are sharing to peak interest. It is important to be “social” on social media so when you see that people are commenting on your post, especially if you’ve asked them to, reply! It makes your organization more personal and you will earn trust. Even if the comments are negative, acknowledge them and move on. Finally, it is important to
- Not all social platforms serve the same purpose. Thinking back to your personas – where are the people you are looking to attract going to be spending their time? When are the platforms you use most heavily trafficked? What about posting on the weekend? On LinkedIn, we know that people tend to visit our site during their commute times or first thing in the morning. However, on Facebook, we often need a quick break from work so we login during the afternoon slump – makes sense right? A theme you’ve heard already and a key takeaway from this conversation is this: play around with the timing of your posts and pay attention to the engagement. Is it higher in the morning? Then keep posting in the morning. I actually tested this myself with a piece of content recently and posted something around 10pm. It was the least engaged posting I’ve ever had on LinkedIn. Now, that’s just my personal updates but I would say it’s not going to be much different for an organization.
- Now, just because we feature all of these platforms in the playbook doesn’t mean you have to post to all of them. You already know to take the persona into account but I would also encourage you think about your own bandwidth. It’s worse to start posting to a platform only to realize a few months later you hadn’t posted again than to not begin posting there in the first place. You can start small – possibly look at where you have the greatest following and start there.
- When you post content, typically only your followers see it. If you want to amplify your message to a wider audience, you can sponsor content. Here is how Intel approached the challenge of reaching a wider audience on LinkedIn.
- I cannot stress enough how important it is to watch your content closely and make sure your strategy is working. The great thing about content marketing is it is quick to readjust and doesn’t need
- Consider your audience and have a plan. Think about what your audience will care about the most and create a content calendar to stay organized. It’s ok to start small. Even a post a week is better than nothing. Have fun. Content marketing is all about experimenting. Show your company’s personality. Try something different. Photos and videos are always a great place to start. Remember you don’t have to do it alone. Your employees are a wonderful source of content and can also be a tremendous asset for