Emily Brewer - Van Norden Senior Manager, Global Marketing SapientNitro @ebrewer
Blog, Post & Publish:Content Marketing for Recruiters
Sejal Patel Social Media Strategist Intel @smileysejalee
Emily Brewer-Van NordenSenior Manager, Global Marketing
www.linkedin.com/in/emilyvannordenTwitter: @ebrewer
3
Increasingly competitive landscape
Rapid changes in technology
Mobile
Social media conversation
Need to stand out
TALENT HURDLES
8
Content marketing is the voice of the brand. Things that help articulate your brand story and if done well — engage your audience.
And if done really well — calls your customer to action.
And if you are nailing it — it turns passive content consumers into customers, business leads, candidates hired, etc.
Basically — content marketing done well drives brand reputation and recognition and business impact
CONTENT MARKETING
10
HOW
Be authentic
Curate your content experience
Bring diversity of perspective
Quality versus quantity (and amplification)
Focus efforts & keep it manageable to help achieve goals
11
APPROACH
A strategy
A plan
Give them something they want
Become a curator
People and culture
Blogs
Social channels
Internal communications
17
Highlight our people and our culture
SHOW why we are different
Employee Ambassadors
Blog and Video
SAPIENTNITRO’S TALENT BRAND
18
Build our talent brand
Impact talent pipeline
Engage our employees
Increase morale
Decrease attrition
RESULTS
27
Engaging With Your Content
40 Interactions
19.1K Impressions
140 Clicks
0.94% Engagement
98 Interactions
25.3K Impressions
226 Clicks
1.28% Engagement
28
Increased Follower Base by Over 200%
Followers Per Month
11.2k FollowersOctober 2012
24.8k FollowersAugust 2013
29
Talent Brand Index Climbed 6%
©2013 LinkedIn Corporation. All Rights Reserved.
8.0%August 2012
16.4%January 2013
22.3%August 2013
Blog, Post & Publish:Content Marketing for Recruiters
Sejal PatelSocial Media Strategist, Enterprise Talent Organization@smileysejalee
Intel on Social Media
33
Over 22 million fans
Over 2 million followers
Over 485k +s
32k+ followers
Over 485k +s
Almost 6k followers
Jobs at Intel on Social Media
34
Over 25k fans
Over 21k followers
Over 485k +s
320k+ followers
~50k visitors annually
Employer Brand Objective and Goals
Objective:
Humanize Intel and provide insight into our culture, our company and our career opportunities
Goals:
• Build preference for Intel as an employer of choice
• Establish and grow a relationship with our candidates
• Extend our reach to relevant candidates
35
Getting Started with Content
36
• Time
• Make it a part of your daily routine
• Patience
• It doesn’t happen overnight
• A calendar
• “Failing to plan is planning to fail.”
• Money—maybe
• It helps, but it’s not necessary
Treat Each Network Individually
4949
Over 485k +s
FacebookPersonal source of
information
TwitterConstant source of informatio
n
LinkedIn Professional source
of information
Aim
less
brow
sing
Visit w
ith a
purp
ose
Follow thought
leaders
Visits triggered
by notifications
BlogUninterrupted source of information
My Takeaways
• Act with a purpose
• Don’t be noisy but don’t be dormant.
• Quality over quantity. Think 5-1-1.
• “Viral content” is not a goal.
• Audience/business balance
• Understand your audience and their expectations. Be relevant.
• “So what?”
• Brand&Voice
• “Should Intel be doing this? Talking about this? Saying this?”
• The Intel Social Persona: Your friend, the genius
• Be Human
• Engage and respond
• Every day brings a new beginning and a new lesson
51
Social Media is about people.Be one. Treat them like one.
52
[email protected]/in/smileysejalee@smileysejalee
Sejal PatelSocial Media Strategist, Enterprise Talent Organization
www.linkedin.com/in/smileysejalee@smileysejalee
53