how to get people to interact with your business online

How to get people to interact with your business online Part 2 of 3 in the Build, Engage, Recruit Series

Alex Charraudeau

Ex-recruiter 8 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

LinkedIn @alexCharraudeau Google+

Agenda

1. It starts with your profile… 2. Saying the right thing at the right time to the right people 3. Introduction to Content Marketing 4. Posting Updates 5. What works on LinkedIn

It starts with you!

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Say the right thing at the right time

to the right people

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Introduction to Content Marketing

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Content Marketing: Producing information that engages your target audience to educate and convert

Success in marketing today is not based solely on quantity; quality of engagement is essential.

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Engage, Educate, Convert.

Companies who post at least 1 status update / week on

LinkedIn…

Get 40% more views to their LinkedIn job postings.

and 25% more apply

clicks

Recruiters are becoming marketers. Marketers are becoming sales people. "Like it or not, we are all in sales now" Daniel Pink. To Sell Is Human

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Social media, social selling and content marketing is not just your job… Everyone in your business needs to be involved.

Views Actions Business outcomes

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“You cannot bore people into buying” Ogilvy

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Good content? Think TED Talks. Sees 1.5m views a day – which is 17 new views every second every day…

Posting Updates

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Creating a content calendar

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?

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Test your updates!

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Test your updates!

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In the last month 100% of the top 50 most engaging updates included either images or videos.

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Select your images

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Test your updates!

What works

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Perfect content for active / semi-active candidates

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Humour, images and an understanding of the market – a winner

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Great way to introduce the team with a strong image

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Link to articles – this gets 45% more engagement

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Leading with statistics can help drive up clicks. Images with numbers stick out.

Extend your reach

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Extend your reach

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

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Sponsored Updates

Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.

Content generates 6x more engagement than jobs.

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Sponsored Updates

HR professionals

HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas at ENI

One of the most targeted ad products on LinkedIn Target on:

– Seniority, Function, Industry, Job title, Geography, Current Company, School, Skills, Groups

Views Actions Business outcomes

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5 things to do today!

1. Check out your profile and those of your colleagues.

2. Figure out what you need to say and to whom.

3. Start posting content to those different audiences.

4. Reach outside of your existing Followers.

5. Build awareness at scale, engage at scale and convert at scale.