Build Your Talent Content Framework
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The theories and framework behind M&S' inbound recruitment marketing strategy
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Build Your Talent Content Framework
- 2. BUILD YOUR TALENT Helen Alkin Head of Future Talent Recruitment Marks & Spencer @MandSTalent Nathan Perrott Director of Digital Marketing Strategy AIA Worldwide @Nathan_Perrott
- 3. BUILD YOUR TALENT WHAT IS INBOUND MARKETING?
- 4. BUILD YOUR TALENT ‘INTERUPTION’ MARKETING • TV, radio & print ads • Billboards & outdoor advertising • Outbound sales calls • Social media advertising • Most banner / display ads • Most video ads • Purchased email lists (cold emails) OUTBOUND
- 5. BUILD YOUR TALENT ORGANICALLY EARNING ATTENTION • Content marketing • SEO • Social media / professional networking • Influencer marketing • Opt-in email marketing • Public speaking INBOUND
- 6. BUILD YOUR TALENT INBOUND ORGANICALLY EARNING ATTENTION • Content marketing • SEO • Social media / professional networking • Influencer marketing • Opt-in email marketing • Public speaking
- 7. BUILD YOUR TALENT “Information created for a specific audience that is valuable and supportive to their needs and interests, available at a time and in a format that is contextually relevant.” GOOD CONTENT IS AT THE HEART OF INBOUND MARKETING. BUT WHAT IS ‘GOOD CONTENT’?
- 8. BUILD YOUR TALENT GOOD CONTENT IS AT THE HEART OF INBOUND MARKETING. BUT WHAT IS ‘GOOD CONTENT’? “Information created for a specific audience that is valuable and supportive to their needs and interests, available at a time and in a format that is contextually relevant.”
- 10. BUILD YOUR TALENT What does my brand stand for? What does my audience care about? Content sweet spot
- 11. BUILD YOUR TALENT ALUMNI ADVOCATE HIRE CANDIDATE APPLICANT PROSPECT VISITOR STRANGER THE CANDIDATE FUNNEL
- 12. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 13. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 14. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 15. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 16. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 17. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 19. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 20. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 21. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 22. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 23. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 24. BUILD YOUR TALENT BUILDING A RECRUITING CONTENT FRAMEWORK http://recruitingcontentframework.com/
- 26. BUILD YOUR TALENT SME thought leadership, opinion & insight Employee ‘hero’ profile Employee passion / non-work profile Culture profile Career / job profile / focus Inside stories Wellbeing focus CSR focus Job / career advice & guidance Company news & innovation Industry news updates Audience-relevant 3rd party content Location spotlight Inspiring 3rd party content Featured partner content Project / Team focus Challenges & competitions Instructional / How to… Guides Internal talks Behind the scenes SAMPLE CONTENT TOPICS
- 27. BUILD YOUR TALENT Blogs Newsletters White papers Videos Live video streaming Webinars Podcasts Testimonials Case studies Articles Infographics Q&A forums / Live Q&A eBooks Photos ‘Sponsored’ subject-focussed content (e.g. Barclays Life Skills) Video tutorials / Whiteboard Fridays In-depth editorial- style 3rd party POV articles Games Digital magazines (e.g. Flipboard) Crowd reactive / crowd-sourced Long-form Short-form Micro-form Live SAMPLE CONTENT FORMATS
- 28. BUILD YOUR TALENT 7 STEPS TO CONTENT MARKETING SUCCESS PLAN GENERATE PUBLISH DISTRIBUTE PROMOTE ENGAGE MEASURE
- 31. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S
- 32. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates
- 33. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates 3) Improve self-selection
- 34. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates 3) Improve self-selection 4) Open up communication channels
- 35. BUILD YOUR TALENT 1) Dispel myths & perceptions of working at M&S 2) Better inform candidates 3) Improve self-selection 4) Open up communication channels 5) Get on the radar of core passive talent pools
- 36. BUILD YOUR TALENT THE SOLUTIONS
- 37. BUILD YOUR TALENT GETTING THE FOUNDATIONS / INFRASTRUCTURE RIGHT • Content-rich, device-optimised careers website • Quick & easy access to job search • Search engine optimised job descriptions / results • Candidate-employee discussion forum • Blog functionality for authentic, inside stories careers.marksandspencer.com
- 38. BUILD YOUR TALENT “Hello I have a career question. With the school leavers scheme what does it involve and do you become a section manager or a commercial manager? Thank you.” “Hello. Its a 12-18 month fast track management development programme which combines on the job training with relevant class room based activities. It leads into a commercial manager role.”
- 39. BUILD YOUR TALENT DISTRIBUTION & PROMOTION CHANNELS
- 43. BUILD YOUR TALENT ON-CAMPUS ACTIVITY
- 44. BUILD YOUR TALENT PROMOTED SOCIAL MEDIA POSTS
- 45. BUILD YOUR TALENT PROMOTED SOCIAL MEDIA POSTS
- 46. BUILD YOUR TALENT PROMOTED SOCIAL MEDIA POSTS
- 47. BUILD YOUR TALENT CANDIDATE ENGAGEMENT & KEEP-WARM
- 48. BUILD YOUR TALENT A DAY IN THE M&S TEST KITCHEN FOR THE WINNING ENTRIES