Cristina Arbini Media Solutions Consultant

carbini@linkedin.com - @cristinaarbini

I segreti del content marketing per le società di ricerca e selezione

Agenda

The Importance of Content Marketing

Building Your Content Strategy

Engage Professionals with Best in Class Content

Useful Tips

The Importance of

Content Marketing

4

5

6

7

8

9

10

11

12

70% of professionals spend 20% of their time online for professional content consumption

Professionals are

Content Addicts…

Source: « The Mindset divide: Spotlight on content », LinkedIn in association with Millward Brown

The LinkedIn members on the forefront of content revolution are leading the way by consuming and sharing

professional content in record amounts. We call these folks “Content Revolutionaries.” They are the audience you

want to tailor your content for.

Source: « The 2014 Professional Content consumption Report », LinkedIn

61% Of content revolutionaries* consider professional content necessary for success

…they Consume Content to

Get Better at Their Jobs

14

How is Content Helping Professionals?

Source: « The 2014 Professional Content consumption Report », LinkedIn

15

LinkedIn is THE best source for professional content

Source: « The 2014 Professional Content consumption Report », LinkedIn

Building Your Content Strategy

17

You need to get organised!

STEP 1: Plan

Define your audience and build a content calendar

STEP 2: Develop your content

Curating and creating

STEP 3: Share your content

Where, when and how to publish

STEP 4: Amplify

How to increase engagement with your content

STEP 5: Measure and Adjust

Get better at what you’re doing

Set Goals

Some questions to help you getting started:

1. Who are you? What makes your company unique? What is your Employee Value Proposition (EVP)?

2. Who do you want to speak to? Who is your target audience? What are their interests / problems your can solve?

3. What do you want to achieve? What is your main focus? Drive Awareness / engagement? Clicks / external Traffic?

4. What do you have? Do you have existing sources of content? Is there a need for content creation / curation?

19

Tailor your content strategy to your audience

What your

audience wants to hear

What your

brand has to say

Audience #1

Audience #2

Audience #3 Editorial pillar #3

Editorial pillar #2

Editorial pillar #1

20

Content: where to find it?

1. Discover: define 3 to 4 editorial pillars that best

illustrate your company DNA / values / mission

2. Curate/Create: fuel your strategy by creating / curating

content

21

Developing a content plan / calendar

23

Stats to keep in mind for irresistible updates

Best time to post To maximize your chances to make it to your followers’ newsfeed, try to post your update

when members are usually browsing LinkedIn.

26

Sponsor your best updates to drive awareness and generate leads!

• Engage talent through relevant and tailored content on desktop & mobile

• Build brand and relationships with targeted members outside of your Follower base

• Publish content at scale

• Establish thought-leadership

• Generate awareness of your company and job opportunities

• Promote news or upcoming events

440M LinkedIn Members

Company Followers

28

29

How do I know if my content marketing is working?

FOLLOWERS GROWTH

IMPRESSIONS

ENGAGEMENT (Likes, Comments, Shares)

CONTENT MARKETING SCORE

CLICK-THROUGH RATE

# OF LEADS GENERATED

Engage professionals with

Best in Class Content

For the first time in the history of media you can

engage with the world’s professionals in one place

61M senior-level

influencers

40M decision makers

10M opinion leaders

6M C-level execs

22M Mass Affluent

4M IT decision makers

450M professionals are on LinkedIn

The largest global community of professionals

9 billion content impressions / week

15X content vs job postings in the feed

57% mobile

Professionals engage with purpose

– and with content

34

35

36

Decison Makers ITALY*: 31.688

*data has been pulled from a research in recruiter: Geo: Italy– Function: Business Dev, Sales, MKTG, Finance - Seniority: CXO, Partner, Owner, VP, director –

Industry: all in Information Technology and Electronic Manufacturing

Where they work: Which content they Engage with:

Years of Experience

Market to Who Matters: Decision Makers

Help Decision Makers to solve their problems

39

How Staffing companies use content to generate leads

• Leadership guide

• Employee Engagement book

• HR mistakes to avoid

• Recruiting Middle Management

• How to Hire Customer Success

Rep

• Leadership advices

40

Lead Capture Landing Page to collect leads

Targeted Ads

Sponsored Updates Lead Capture Page Recruiter Folder

Our systems put your ads and

content in front of a targeted

audience of candidates and/or

customers

A simple landing page invites

the candidate or customer to

get in touch with one click

Leads are filtered

directly into a Recruiter

folder

Useful Tips

42

Post updates according to Talent Landscape

43

The content you share should match your audience

Valuable

to

Share

Snackable

Easy to

Consume

45

The Content Marketing Sweet Spot

46

You don’t need to

More visuals, please.

The brain processes images faster than text, so the image used in your update will be your first

impression. GE has long been known for their visual branding. A powerful image, can make scrolling

through a news feed a more interesting and rewarding experience.

Visuals

Be more impactful with videos

What are you trying to convey? If your story has a strong visual component, video may be the best

way to get your message across. However, business videos don’t have to be stiff. People watch video

to learn, to be inspired, and to be entertained.

Rich Media

50

(Better) Insights Through Infographics

Okay, so infographics have been around for years. Their use is not new, but marketers are getting

better at effectively using them to convey stories and deliver meaningful insights.

Use infographics as a way to enticing your audience to learn more by providing up-front value with a

call-to-action.

Infographics

Life at [your company]

Give Sneak Peeks what your offices look like & what is happening “backstage”. Break the

fourth wall and give an authentic look at your company’s values proposition.

Authenticity

Your employees are your best ambassadors

The LinkedIn Publishing Platform is only accessible to individuals, not companies. However, that does

not mean a company cannot leverage it for branding. Employee activation is a rising trend, and could

way for the company to showcase its expertise. The use of the native platform adds authenticity, since

a member’s identity and background are validated through their LinkedIn profile.

Find a Voice

Why so serious ?

Don’t forget that professionals are human, and that a light and fun tone can stand out easily

in a news feed full of serious advice and industry articles.

Humor

Innovative Job Marketing

Don’t forget that LinkedIn is a social network… and not a job board. That doesn’t mean that you can’t

leverage your followers to spread a opening through the network. But add a bit of editorial thinking to it.

Creativity in updates, usually leads to much more social interactions… and more virality.

Creativity

#CasualFriday

Even when you think you have nothing interresting to say… there might be something you

can say. Don’t hesitate to create a weekly rendez-vous where you will share inspirational

quotes, self developpement advices, productivity hacks,…

Be conversational

59

Questions?

©2015 LinkedIn Corporation. All Rights Reserved.