BUILD  YOUR  TALENT

BUILD  YOUR  TALENT

Helen  AlkinHead  of  Future  Talent  Recruitment

Marks  &  Spencer

@MandSTalent

Nathan  PerrottDirector  of  Digital  Marketing  Strategy

AIA  Worldwide

@Nathan_Perrott

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WHAT  IS  INBOUND  MARKETING?

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‘INTERUPTION’  MARKETING  

• TV,  radio  &  print  ads

• Billboards  &  outdoor  advertising

• Outbound  sales  calls

• Social  media  advertising

• Most  banner  /  display  ads

• Most  video  ads

• Purchased  email  lists  (cold  emails)

OUTBOUND

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ORGANICALLY  EARNING  ATTENTION

• Content  marketing

• SEO

• Social  media  /  professional  networking

• Influencer  marketing

• Opt-­in  email  marketing

• Public  speaking

INBOUND

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INBOUND

ORGANICALLY  EARNING  ATTENTION

• Content  marketing

• SEO

• Social  media  /  professional  networking

• Influencer  marketing

• Opt-­in  email  marketing

• Public  speaking

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“Information  created  for  a  specific  audience  that  is  valuable  

and  supportive  to  their  needs  and  interests,  available  at  a  

time  and  in  a  format  that  is  contextually  relevant.”

GOOD  CONTENT  IS  AT  THE  HEART  OF  INBOUND  

MARKETING.  BUT  WHAT  IS  ‘GOOD  CONTENT’?

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GOOD  CONTENT  IS  AT  THE  HEART  OF  INBOUND  

MARKETING.  BUT  WHAT  IS  ‘GOOD  CONTENT’?

“Information  created  for  a  specific  audience  that  is valuable  

and  supportive  to  their  needs  and  interests,  available  at  a  

time  and  in  a  format  that  is  contextually  relevant.”

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BUILD  YOUR  TALENT

What  does  my  brand  stand  for?

What  does  my  audience  care  about?

Content  sweet  spot

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ALUMNI

ADVOCATE

HIRE

CANDIDATE

APPLICANT

PROSPECT

VISITOR

STRANGER

THE  CANDIDATE  FUNNEL

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BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

BUILDING  A  RECRUITING  CONTENT  FRAMEWORK

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

http://recruitingcontentframework.com/

BUILD  YOUR  TALENT

SME  thought  leadership,  opinion  

&  insightEmployee  ‘hero’  

profileEmployee  passion  /  non-­work  profile Culture  profile Career  /  job  profile  

/  focus

Inside  stories Wellbeing  focus CSR  focus Job  /  career  advice  &  guidance

Company  news  &  innovation

Industry  news  updates

Audience-­relevant  3rd party  content Location  spotlight Inspiring  3rd party  

contentFeatured  partner  

content

Project  /  Team  focus

Challenges  &  competitions

Instructional  /  How  to…  Guides Internal  talks Behind  the  scenes

SAMPLE  CONTENT  TOPICS

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Blogs Newsletters White  papers Videos Live  video  streaming

Webinars Podcasts Testimonials Case  studies Articles

Infographics Q&A  forums  /  Live  Q&A eBooks Photos

‘Sponsored’  subject-­focussed  content  (e.g.  Barclays  Life  

Skills)

Video  tutorials  /  Whiteboard  Fridays

In-­depth  editorial-­style  3rd party  POV

articlesGames Digital  magazines  

(e.g.  Flipboard)Crowd  reactive  /  crowd-­sourced

Long-­form

Short-­form

Micro-­form

Live

SAMPLE  CONTENT  FORMATS

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7  STEPS TO  CONTENT  MARKETING  SUCCESS

PLAN GENERATE PUBLISH DISTRIBUTE PROMOTE ENGAGE MEASURE

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OBJECTIVES

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1) Dispel  myths  &  perceptions  of  working  at  M&S

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1) Dispel  myths  &  perceptions  of  working  at  M&S

2)  Better  inform  candidates

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1) Dispel  myths  &  perceptions  of  working  at  M&S

2)  Better  inform  candidates

3)  Improve  self-­selection

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1) Dispel  myths  &  perceptions  of  working  at  M&S

2)  Better  inform  candidates

3)  Improve  self-­selection

4)  Open  up  communication  channels

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1) Dispel  myths  &  perceptions  of  working  at  M&S

2)  Better  inform  candidates

3)  Improve  self-­selection

4)  Open  up  communication  channels

5)  Get  on  the  radar  of  core  passive  talent  pools

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THE  SOLUTIONS

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GETTING  THE  FOUNDATIONS  /  INFRASTRUCTURE  RIGHT

• Content-­rich,  device-­optimised careers  website  

• Quick  &  easy  access  to  job  search

• Search  engine  optimised  job  descriptions  /  results  

• Candidate-­employee  discussion  forum  

• Blog  functionality  for  authentic,  inside  stories

careers.marksandspencer.com

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“Hello  I  have  a  career  question.  With  the  school  leavers  scheme  what  does  it  involve  and  do  you  become  a  section  

manager  or  a  commercial  manager?  

Thank  you.”

“Hello.  Its  a  12-­18  month  fast  track  management  development  programme  which  combines  on  the  job  training  with  relevant  class  room  based  

activities.  It  leads  into  a  commercial  manager  

role.”

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DISTRIBUTION  &  PROMOTION  CHANNELS

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BUILD  YOUR  TALENT

YourPerfectSandwich.co.uk

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ON-­CAMPUS  ACTIVITY

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PROMOTED  SOCIAL  MEDIA  POSTS  

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PROMOTED  SOCIAL  MEDIA  POSTS  

BUILD  YOUR  TALENT

PROMOTED  SOCIAL  MEDIA  POSTS  

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CANDIDATE ENGAGEMENT  &  KEEP-­WARM

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A  DAY  IN  THE  M&S  TEST  KITCHEN FOR  THE  WINNING  ENTRIES

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BUILD  YOUR  TALENT