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Content marketing for search and staffing webcast

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Slides from the webcast that took place on the 11th October 2017. Content:
1. Importance of Content Marketing
2. 3 Core Audiences (Client, Candidates, Consultant)
3. Anatomy of a Great Post
4. Curate vs. Create

Publicado en: Marketing
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Content marketing for search and staffing webcast

  1. 1. ​Stephanie Broderick Global Media Account Manager [Webcast] Increase your Content Marketing Effectiveness on LinkedIn ​Sophie Logan ​Global Strategic Brand Consultant
  2. 2. What we hear from our customers How do I generate quality leads? How do I stand out from my competitors What type of content work best?
  3. 3. • Importance of Content Marketing • 3 Core Audiences (Client, Candidates, Consultant) • Anatomy of a Great Post • Curate vs. Create • Live Q&A Agenda
  4. 4. 5,000+ Media messages per day
  5. 5. 5
  6. 6. Humans Have Shorter Attention Span Than Goldfish, Thanks to Smartphones You Now Have a Shorter Attention Span Than a Goldfish The Eight-Second Attention Span 6
  7. 7. In the age of hyperconnectivity, people now remember very little
  8. 8. 14% people remember the last ad they saw
  9. 9. 14% people remember the last ad they saw 8% recall the product or company
  10. 10. 14% people remember the last ad they saw 8% recall the product or company 2.8% thought the ad was relevant
  11. 11. ...making it essential to stand out from the crowd, whilst being relevant and of value to the audience
  12. 12. 12
  13. 13. The Winning Content Formula
  14. 14. The Winning Content Formula Entertain
  15. 15. InformEntertain The Winning Content Formula
  16. 16. InformEntertain Consistenc y The Winning Content Formula
  17. 17. InformEntertain Consistenc y VALUE The Winning Content Formula
  18. 18. Top 3 Factors Audiences Look For in a Recruitment Agency Industry or Function Expertise Great Client Service Reputation in Market
  19. 19. What do each of these audiences want? ​Recruitment Agencies Have 3 Core Audiences Candidate Recruitment Consultant Client
  20. 20. What do Candidates want? Candidate • Great Job Opportunities • Trusted Partner • Well-Connected Recruiter • Career Advancement & Challenge • Interview & Career Tips
  21. 21. • Inviting image • Snackable read • Understands the audience needs WHAT WE LIKE Trusted Partner
  22. 22. • Enticing title text • Tips and Tricks to make candidates more successful WHAT WE LIKE Interview Tips
  23. 23. • Sharing ‘out of the norm’ insights • Tapping into the audience mindset • A series of useful information Value Add WHAT WE LIKE
  24. 24. What do clients want? Client • Best in Class Recruitment Expertise • Expertise in function or industry • Thought Leadership • Workforce Trends • Peer Success Stories • Competitive Knowledge • Quality Networking
  25. 25. Thought Leadership Industry Expertise WHAT WE LIKE • Clients look for expertise & industry trends • Infographic • Statistics
  26. 26. Workforce Trends Competitive Knowledge Quality Networking WHAT WE LIKE • Entertaining Event • Thought Leadership Report • Networking Opportunity
  27. 27. Thought leadership from the top WHAT WE LIKE • Clients look for expertise & industry trends
  28. 28. Recruitment Consultant What does a Recruitment Consultant want in a job? ​Develop your employer value proposition 1. Excellent compensation and benefits 5. Strong employee development 2. Good work/life balance 3. Strong career path 4. Values Employee Contributions
  29. 29. Values Employee Contribution WHAT WE LIKE • Dean and the Hays Leadership Team post content daily • Video • Tagging others to encourage engagement
  30. 30. • Real image – this is not your glossy marketing image • Sharing the culture of Celebration Strong Career Path WHAT WE LIKE
  31. 31. • The team are involved in this video • Show your personality WHAT WE LIKE Company Culture
  32. 32. Reed showcases #LifeAtREED WHAT WE LIKE • Continued engagement, inviting images & employee perspectives
  33. 33. Montreal Associates appeals to graduates WHAT WE LIKE • Fun images, tips on how to apply, audience relevant content
  34. 34. Where do you get your content from? Share links, articles, images, quotes or anything else your followers might be interested in from other sources Curate Deeply explore topics that matter to you, then watch the comments to see your impact Create
  35. 35. • Displaying industry expertise WHAT WE LIKE Save time by curating and creating content
  36. 36. Key Takeaways Give Give Ask
  37. 37. http://lnkd.in/MSE2017 On October 19th, LinkedIn will announce the Top 25 Most Socially Engaged search and staffing organisations. Your activity on LinkedIn is one of the measures used to create the ranking. Find out more about Most Socially Engaged:
  38. 38. Q&A

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