The Power of Media and Content

The Power of Media and Content
Part II of the Social Recruiting series for Staffing, Search and
Recruitment agencies with Alex Charraudeau
#Staffing #HireToWin

#STAFFING #HIRETOWIN
Alex Charraudeau
 Ex-recruiter
 5 years as a recruitment marketing guy
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 At LinkedIn I help recruiters get the most out of LinkedIn
ABC
(Always be connecting)
LinkedIn
Twitter
Google+

The Power of Media and Content
 Introduction to content marketing
 Audience segmentation
 3 steps to content marketing
 5 key content stats
 Where media meets social
3

An introduction to content marketing
4

#STAFFING #HIRETOWIN 5
Producing information that engages your
target audience to educate and convert.
Content Marketing

Success in marketing today is not based solely on
quantity; quality of engagement is essential.
Content makes people aware of your business – this is
the first step towards getting anyone to apply.
Why use content?

“We thought to ourselves what a
dream it would be if our ideal
audience would just call us
instead…”

Why segmentation matters
9
 68% of members want to see
relevant and insightful content.
 B2B companies that blog related
to their industry generate 67%
more leads per month than
those who do not blog.
 58% of consumers trust relevant
editorial content.
 78% of chief marketing officers
think targeted custom content is
the future of marketing.

10
Make sense of the mass
Clients Candidates
Existing
Clients
New
Clients
JAVA
developer
.Net
Developers
Technical
candidates
Non-technical
candidates
UK
professionals
APAC
professionals

11
How to segment your audience
 Industry
– Public Sector, Oil and Gas, IT,
Marketing
 Functional split
– IT, Engineering, Marketing, Sales,
Finance
 Skills split
– JAVA, Qualified Accountant, B2B
Marketing, Management
 Geographical split
– Local, National, International
 Thematic split / interest split
– Sport, Entertainment, Industry Insight,
Events

3 steps to content marketing
12

Content planning
13
Your target market is your ideal
candidate, so create a profile
of that person.
What is their background?
What defines them?
Where are they online?
Give them a name and a
picture – make them real!
Figure out what will capture
their attention.
What is that person
interested in, what does that
person care about, what
else are they doing
online?
Position your business
as an expert, authority
and place to go for any
information or
guidance in their space.
Be relevant, be authentic
and be personable.
Create videos, interview your
people or industry experts,
share information from events,
write blog posts and e-books
on the state of jobs in your
industry, create salary surveys.
Put this content in the right
places.

Creating a content calendar
14
 What can we create? (own
branded content)
 What content can we share?
(external content)
 Who is responsible for what
types of content?
 When are certain topics more
relevant?
 Who will be responsible for
following up?

Content pyramid schemes
One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets

Creating and distributing content
 Which channels are most relevant for our audience?
 Where will the content link back to?
 How are we tracking value?
 Who will be responsible for the follow up and moderation?
16

Video gets 100% more likes/shares than other content
 Video is one of the hardest types of content to produce, but has some of
the highest value in terms of engagement.
 Web pages with video content on them increase the number of people
completing an action (like an application) by 45%.
 Video can be used across most channels.

33% of all brand impressions come from shared/liked
content on LinkedIn
 People who aren’t following you or connected with you need a clear path
from the content you distribute back to a conversion point. This will help
change the viewer into either a CV or a job specification from a client.
 Your content has to link directly to your services and information about
your business. Ensure that the content you are sharing demonstrates
your relevancy in that market.
 Create content that is easy to share. Add clearly signposted social
sharing buttons.

56% of B2B marketers create content in-house exclusively,
an increase of 18% over 2011
 Home-grown content is always going be more relevant and will improve
your brand’s perception.
 Creating good quality content takes time – focus on producing at least
one high quality piece of content per market per quarter.
 Remember that good content can be used in more than one way.

90% of consumers find custom content useful. 78% believe that
organisations behind content are building relationships
 Outline what the next steps are for some one who has seen your content.
 How can people receive more of this valuable information?
 Plan how you will continue to market to your audience on an on-going
basis to build a relationship. Give them something to look forward to!

Companies experience up to 400% increase in conversions by
pointing candidates to highly targeted landing pages
 If you are building landing pages on your own site make sure there is
relevant information next to it – such as jobs or related content.
 Build out Facebook apps to convert people reading your content.
 When using LinkedIn build a Career page so that your traffic can find jobs

Reach a wider audience on LinkedIn
23

Organic, earned and paid audiences
 Your followers, fans, members,
connections will see your
content.
 They may spread this further
through social amplification if
the content is relevant and
engaging.
 To reach a wider audience, or to
push your message out at scale
quickly consider advertising.
Organic
Earned
Paid

 Look at the audience you want more engagement with. Build out a profile
for those people – think Geography, Industry, Job Function, Seniority,
Company Size, Current Company Name, School Name, Groups.
 Write content, post jobs and have a relevant landing page built for those
types of professionals.
 Think about advertising types – own creative or viewer aware dynamic.

 Content has to link to targeted
landing pages, as does advertising.

 Targeted advertising will increase
reach within your key audiences –
look at the statistics to make sure.
 Track increases in key performance
indicators – such as page views,
new followers and job applications.
 See how advertising is improving
your other metrics – such as InMail
response rates.

Review – Five Steps To Content Marketing
1. Segment your audience
2. Build out a persona for your various target audiences
3. Plan your content
4. Create and distribute your content
5. Reach a wider audience through media
28

Thank you! Please join us next time …
SourceIn
 Largest LinkedIn event for
staffing firms.
 Based in central London for
consultants through to directors.
 Leading industry speakers.
 17th September - save the date.
Always be connecting:
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29

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