Strong content can establish relationships with candidates and enhance their perception of your talent brand. Providing information that helps candidates professionally builds trust and positive feelings toward your organization. Is your Federal agency taking full advantage of its LinkedIn Company Page posts to attract talent? This presentation from Lisa Shah, LinkedIn Federal Branding Consultant, teaches you how to get started with content marketing and tips for using it to nurture relationships with the top talent you need. Learn more about our solutions here: http://bit.ly/2cHdy43

1. Nurturing Talent Pools Through Content on LinkedIn
September 2016

2. • Basics of posting and targeting Company Page status updates
• How to create content when time and resources are limited
• The importance of engaging your LinkedIn Follower base through
content
• How to amplify the reach of your content in front of key talent pools
Topic we’ll cover…
Lisa Shah
Federal Talent Brand Consultant

3. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
What is content marketing?
Any marketing that involves the
creation and sharing of media and
publishing content in order to acquire
customers (-or in our case, to
acquire talent)

4. Content is being created,
consumed and shared at a speed
and scale never seen before
NewsCred, 2014

5. 50%

6. Company Page Status Updates
Visit LinkedIn Help Center (https://www.linkedin.com/help/linkedin/ask) for Company Page Administrator questions

7. Content is pushed into the LinkedIn newsfeed on
desktop, mobile, and tablet

11. 1 in 10 hires have engaged with a
company’s status update

12. Step 1: Develop your content
Step 2: Share your content
Step 3: Amplify
Step 4: Measure and adjust

13. Step 1: Develop your content

14. • Do you have an agency blog? Re-purpose material!
• Share a job opportunity that’s key to your organization
• Explain why a job at your company matters
• Highlight the qualities you’re looking for
• Share “a day in the life”
• Upcoming events and career fairs
• Share relevant articles showing you’re a thought leader in your industry
Don’t overthink it…

15. Ask yourself: Would my target audience read or share this?
5 tips to keep in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action

16. Including a link can
drive twice the
engagement compared
to posts without links.
Posts with images
generate 98% higher
comment rate than
posts without.
Links to YouTube videos can
play directly in your social
media feed and generate
75% higher share rate.
Content Best Practices
Try to keep posts to 120 characters or less for optimal performance

17. Strong Content Examples

18. Strong Content Examples

19. You can also curate existing content

20. Step 2: Share your content
5 Steps to Boosting Your Talent Brand Through Content 20

21. Your status updates today are pushed to your
LinkedIn Followers, a warm pipeline of talent
More likely to apply for
a job than a non-
Follower3x
Follow an
organization because
they’re interested
in learning about
job opportunities
70%
78%
More likely to
accept an InMail
from your recruiters
5,412 followers
All Followers are accessible to see in your LinkedIn Recruiter platform
320,186
Followers

22. You can target your status updates to a subset of
your Followers

23. Step 3: Amplify
How to increase engagement with your content

24. 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.

25. 25
450M+
(+2 every sec)
Sponsored Updates
reach the entire LinkedIn network
LinkedIn Member Population
Company Updates only
reach your pool of XYZ followers
With Sponsored Updates you can build the same
kind of relationships with talent outside your followers

27. 5 Steps to Boosting Your Talent Brand Through Content 27
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
Company Size ✔ ✔
Function ✔ ✔
Seniority ✔ ✔
Skills ✔
Job Title ✔
Company Name ✔
School ✔
Group Membership ✔
Age ✔
Gender ✔
Negative targeting
(i.e. exclude a certain Title)
✔
Utilize deep targeting criteria

28. Step 4: Measure and adjust
How to know if your content marketing is working
5 Steps to Boosting Your Talent Brand Through Content 28

29. 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
Organic updates have an Avg. Engagement rate of 0.98%
Sponsored updates have an Avg. Engagement rate of 0.44%
How to know if your content is working

30. LinkedIn Sponsored Updates provides more granular reporting

31. Are professionals from relevant companies and functions
interacting with our Sponsored Updates?

32. We want leads!
1. Content is pushed to your target
audience
2. Set up Landing Page with message
tailored to your target audience
3. Use unique URL to direct your status
updates clicks to Landing Page
LinkedIn Opportunity

33. Step 1: Develop your content – Does it provide value?
Step 2: Share your content – Start with your Followers
Step 3: Amplify – Leverage your employees
and Sponsored Content
Step 4: Measure and adjust
In Conclusion

34. What have you learned?
What take-aways do you have?
What will you do differently today?

35. Thank you for joining!