staffing content marketing event linkedin singapore 07052015
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Content Marketing Session
Singapore – 7th May 2015
Alex Charraudeau, LinkedIn Media Solutions
Media Solutions Manager #Staffing EMEA
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
@alexCharraudeau
Google+
Agenda
1. Introduction to Content Marketing
2. Planning
3. Posting Updates
Introduction to Content Marketing
4
5
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.
6
“We thought to ourselves what a dream it would be if our ideal
audience would just call us instead…”
7
71% of members in Singapore saw a
Status Update from a company in the
last month.
19% of members in Singapore visited
a Company Page.
8
Singaporean’s are engaging with content
9
Some top updates…
10
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
14
15
Social media, social selling and content
marketing is not just your job…
Everyone in your business needs to be involved.
77% of buyers say they are more likely
to buy from a company whose CEO
uses social media
Alistair Cox was the 614,018 person to
join LinkedIn (27m before me!) and is
one of the 250 influencers on LinkedIn
16
Make Social part of your business
17
What do you report on?
18
Views Actions Business
outcomes
1 2 3
E
19
You need to be seen before you can expect a business action.
No kissing in the dark.
But… you also need to be interesting.
20
“You cannot bore people into buying”
Ogilvy
Welcome to world of Edgerank
21
Good content? Think TED Talks.
Sees 1.5m views a day – which is 17 new
views every second every day…
23
Hong Kong Example…
5 Phases of Planning
25
1. Segment + profile your audience
Who is your ideal candidate
/ client? 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.
26
2. Start solving problems
27
3. Create 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?
4. Post Updates According to Talent Landscape
28
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Active Passive
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Active
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The content you produce should match the market
Passive
Job related content
Interview tips
Jobs!
30
Create content for both active and passive people Active Content
Passive Content
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment
“I do not regard advertising as entertainment or an art form, but as a medium of information.”
31
5. Creating vs. Curating
0% 20% 40% 60% 80% 100%
32
Where to find content…
33
Buzzsumo
34
One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets
Content Marketing Pyramid
Posting Updates
Awareness comes first
Images are important!
90% of information transmitted to the
brain is visual, and visuals are
processed 60,000X faster in the
brain than text
36
Think mobile
37
38
“How To” on LinkedIn
39
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The number one choice for professional content
Test your updates!
41
The importance of a good headline
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
42
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Test your updates!
43
Test your updates!
44
45
In the last month 100% of the top 50 most engaging updates included either images or videos.
Select your images
46
Test your updates!
47
What works
48
Perfect content for active / semi-active candidates
49
Humour, images and an understanding of the market – a winner
50
Great way to introduce the team with a strong image
51
Link to articles – this gets 45% more engagement
52
Leading with statistics can help drive up clicks.
Images with numbers stick out.
53
Extend your reach
Extend your reach
55
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
Sponsored Updates
56
Click-through rates on
desktop LinkedIn are 10x
as high as traditional
display ads.
Content generates 6x
more engagement than
jobs.
Sponsored Updates
57
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
Back to measurements
58
59
Views Actions Business
outcomes
1 2 3
5 Things to do on LinkedIn tomorrow!
1. Book a meeting with the directors to talk about getting social.
2. Understand your Followers. Do you need to reach further?
3. See what content works and analyse your Analytics.
4. Start creating more content!
5. Build awareness at scale, engage at scale and convert at scale.
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
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