LinkedIn and your Website

How to combine your website and LinkedIn strategy

Last update: January 8, 2013

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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

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Agenda

1. Having an online strategy

2. “5 Steps For A Successful Online Strategy”

3. Content marketing

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Having an online strategy

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Why do you exist?

How are you different?

What is your unique selling proposition?

What are your values?

This will become your central message

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This is your brand

“The best recruiters act like marketers…”

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Five Steps For A Successful Online Strategy

1. Have a central message

2. Create uniformity across each touch point

3. Integrate your platforms

4. Create and distribute your message

5. Analyse, measure, iterate, wash, rinse, repeat

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1. Having a central message

This is the essence of your brand.

– Why do you exist?

– How are you different?

– What is your unique selling proposition?

– How do you communicate what your consultants do?

– What are your values?

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2. Create uniformity

Uniformity doesn’t just mean using the same logo.

Think about the tone of voice, the message, the values it

represents, the visual style

Touch points to consider:

– Facebook, Twitter, consultant LinkedIn profiles, emails, LinkedIn

Company and Career Pages, blogs.

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3. Integrate your platforms

Relevance is key

Build landing pages

Think about conversion points

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3. Integrate your platforms

LinkedIn employee profiles

Company Page and content

Career Page

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3. Integrate your platforms

Your blog

Your sector/vertical pages

Your website in general

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3 steps to content marketing

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4. Content planning

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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.

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4. Creating a content calendar

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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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One white paper

3 news articles

7 blog posts

25 group

discussions

150 Tweets

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4. 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?

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4. Creating and distributing content

Understand the size

of the audience

Select an audience that

is relevant to the content

Content gets pushed only

to the relevant audience

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5. Analyse, measure, iterate

Based on your objective what are the most important metrics for

success?

How are you measuring these?

How can you benchmark the effectiveness?

How can you improve on these results?

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Review – Five Steps For A Successful Online Strategy

1. Have a central message

2. Create uniformity across each touch point

3. Integrate your platforms

4. Create and distribute your message

5. Analyse, measure, iterate.