Content Marketing for Recruitment: Turning Your Fans into Next Employees

Social Recruiting AsiaMarch 2015

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Agence Tesla: From Content to Conversation

-  Trained in Journalism, Politics & Business Intelligence

-  Team of 5 in Singapore, 5 in Paris

-  Startups, SMEs, Fortune 500 clients

Social Media: The Streets of the Digital World

47% % of Millenials who say

Brand Reputation matters as much as Job Offer

(Spherion Staffing)

A World Gone Social: Key Trends

1 Brands are Media -  You don’t talk = you don’t exist

-  You talk about you = you’re boring!

2 Conversations are Everywhere -  Time spent on website: 2-5min/visit

-  Time spent on social media: 2h30/day

Social Recruiting: "Best Practices

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Sephora: We Are Sephora Facebook Page

Lifestyle

Backstage

Thought Leadership/Industry

Maersk: Maersk Line Facebook Page

Interactivity

Lifestyle

HR

Maersk: Maersk Line Social

Thought Leadership

Voice of Employees

Social Media Room

Transparency

Omniplatform

Sweden: @Sweden Twitter Account

Sodexo: So Sodexo – All Platforms Conversation

Conversion

Common Feature?: Back to the Website

1 Conversations are key… -  Your brand, products, industry,

management… people talk about it

-  Insights on topics and places

2 …and Conversion is just behind! -  Always link people back to website

-  Master the visit and its conversion

Social Media Strategy "for Recruitment & HR

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Plan and Invest in an effective Content Marketing Strategy. Set time and manpower aside to create a presence online and on social media.

Make best use of top social media platforms to increase exposure and generate leads: LinkedIn & SlideShare, Twitter & Facebook

Use Social Media conversations to “gain market insights”

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Content Planning and Corporate Culture Training

Amplify content with Social Media & Events: Showcase and promote products, promote in-person events to drive both online and physical sales

Social Media Listening to assess competitors, understand customers and evaluate general risks

Only 15-20% of audience were customers

-  How to sift out this 15-20%?

-  Maersk created a layered approach of

differentiated content.

-  Each stage would have content relevant to

the potential customer and encourage movement to the next one

Content Marketing Process Case: Maersk

Content Best Practices: What are your Values?

1 One-sentence pitch -  “We are an innovative, no-office, no-hour

company working in the field of social media”

-  Values: independence, autonomy, creativity, innovation

2 Embody your brand through content -  Multimedia: blog, pictures, video,

infographics

-  Consistency: don’t change it every other month

Content Best Practices: Content Types

69% 64% 60% 60% 58%

Most Effective Content Tactics

Content Best Practices: Content “Template"

70%

20%

10%

70-20-10 Rule Remixed: from Web Reviews, links etc Time Needed: 10-30 min

Original: Infographics, blog posts, opinion Time Needed: 2-4h

Commercial: Infographics, blog posts, opinion Time Needed: 2-4h

Content Best Practices: How To Come Up With Ideas

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Some Pointers To Get You Started Talk about your industry! Main trends, perspectives, key people, and why YOU are different

Let people do your content. Do web reviews, curate links, interview others

Identify a key topic, develop one long piece/white paper, break it down into smaller pieces like a series

Content Best Practices: Planning (Content)

Content Best Practices: Bringing Content Together

Blog

FB

Twitter

- Core Content, Calls To Action, SEO Friendly

- Pictures, Links To Website, Boost Posts

- Post as many times as you want, Ads

LinkedIn - Post as many times as you want, Ads

Digi

tal P

latfo

rms

Content Best Practices: Optimise with SEO

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Create “Cornerstone” Content

Develop foundational articles rich in content and links, one article one keyword

Highlight Key Words In Articles, Tags and Image Tags/Details

Reinforce links and keywords

Content Best Practices: Optimise with SEO

SPECIALIST DENTAL GROUP

Content Best Practices: Optimise with SEO

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Create “Cornerstone” Content

Develop foundational articles rich in content and links, one article one keyword

Highlight Key Words In Articles, Tags and Image Tags/Details

Reinforce links and keywords

Social Media Best Practices: How It Works

Pla$orm   Format   Results  

LinkedIn   Display  Ads   5x  more  impression  than  Sponsored  Updates  (because  less  compe::on)  

Sponsored  Updates   5x  more  E.R.  than  Display  Ads  (because  less  intrusive)  7x  more  conversion  rates  than  Twi?er  &  FB  

TwiEer   Sponsored  tweets   Lower  conversion  rate  than  LinkedIn  because  clicks  integrates  all  interac:on  with  the  tweet,  not  only  click  on  the  URL  Keywords  targe:ng  :  less  impressions  Interest  targeDng:  useful  if  you  can  idenDfy  high-­‐volume  accounts  whose  following  aligns  with  your  targeDng  demographic  

Lead  GeneraDon  Card  

Higher  E.R.  compared  to  Sponsored  Tweets,  but  the  lead  data  is  only  emails  and  the  en:re  experience  occurs  on  the  TwiEer  domain  vs  your  own  website.  

Website  Card   More  traffic  to  your  own  domain  compared  to  Lead  GeneraDon  Cards  

Facebook   Ads   More  traffic,  so  more  impression  than  TwiEer  &  LinkedIn  More  suited  for  B2C  than  B2B  cause  FB=consumer  plaTorm  5x  more  impression  than  sponsored  posts  

Sponsored  Posts   3x  more  conversion  rates  than  ads  

Social Media Best Practices: How It Works

Social Media Best Practices: How It Works - FB Creating A First Pool Of Fans

Nothing happens on FB without ads Create a small, very targeted audience with ads

i.e turn your Page or posts into ads

Social Media Best Practices: How It Works - FB

Promote Posts, Engaging With Audience

Share promotions and invite customers to participate in contests

Social Media Best Practices: How It Works - Twitter Twitter Cards & Targeting

Social Media Best Practices: How It Works - LinkedIn Account and Company Info

-  Make your brand vision clear with your banner and info

-  Connect with

employees, partners and other brands

Social Media Best Practices: How It Works - LinkedIn Account and Company Info

-  Associate your employees with your Company Page

-  In B2B, getting employees to share with their own networks is key!

Social Media Best Practices: How It Works - LinkedIn

Social Media Best Practices: How It Works - LinkedIn Sponsored Updates – Adobe/Dell

-  Adobe : include a compelling image to reinforce a point, targeted to marketing professionals

-  Dell : tips to help IT professionals better secure their data

Social Media Best Practices: How It Works - LinkedIn Sponsored Updates

Social Media Best Practices: How It Works - LinkedIn Customized Banner - Vestas

•  Banners customized to the viewer’s company and position •  e.g A user who worked at Starbucks would see that “34% of consumers worldwide perceive Starbucks to be climate-friendly •  Direct click-throughs to customized, company-specific microsites with high-value content

Social Media Best Practices: How It Works - LinkedIn Partner Messages

-  LinkedIn members can only receive one partner message every 60 days via email

-  Numerous qualified meetings

scheduled as a result of the campaign

-  Price upon application

Social Media Best Practices: How It Works - Slideshare Exhibit Thought Leadership – White Papers/Infographics

-  Upload White Papers or Report Slideshows

-  Provide Links to Existing Researched Content on other platforms

-  Build Web of Rich Content in categories associated with the business and its goals

-  Make employees upload and share with own network to amplify within industry

Social Media Best Practices: How It Works - Slideshare Press Releases and Event Info – Adobe/Oracle

-  Upload event slides or press release

-  Attach Contact Form to

follow up + collect data -  Especially press release,

easier to disseminate and share than typical paper copy press release

Social Media Best Practices: How It Works - Slideshare

Optimisation – Lead Gen with Contact Form -  Offer download in

exchange for contact information

-  Hover Get In Touch Button

-  Contact leads after!

Social Media Best Practices: How It Works - Slideshare Optimisation – SEO

-  Treat slideshares like cornerstone content

-  Optimise with keywords and tags

-  Use keywords you want your company to be associated with

Social Media Best Practices: Amplify with Events Events Reinforce Physical Presence - Adobe

-  Adobe: Emphasised its “facilitative” role to creativity with Digital Marketing Conference

-  Product Launch Events -  Online Events

Social Media Best Practices: Editorial Planning

-  What are your campaign goals?

-  What kinds of content can help you achieve it?

-  When/how often will content be published

Social Media Listening: CISCO Quick Response & Crisis Management

-  Answer customers questions & concerns (in 10 different languages) 24/7

-  Listen for sales opportunities

Social Media Listening: Maersk

Risk Assessment For Less -  Identify factors (social,

economic, geopolitical) that can affect your business, industry and clients

-  e.g Maersk tweeted to inform followers about location and status of ships in Suez Canal (blocked during the Egyptian Revolution)

Thanks!

Agence Tesla, a social media agency in Singapore and Paris Martin.pasquier@agencetesla.com

Follow us on Twitter @agencetesla or www.agencetesla.asia

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