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Engage your audience: How to get people to interact with your business online
Part 2 of 3 in the Build, Engage, Recruit Series
Agenda
1. Overview of Build, Engage, Recruit
2. Quick recap of ‘Build your followers’
3. Branding starts with you
4. Saying the right thing, at the right time, to the right people
5. Introduction to content marketing
6. Posting updates
7. What works on LinkedIn
4
An effective and efficient strategy to get the most from social
media
Build, Engage, Recruit
Build Engage Recruit
+ =
Build your strategy around it
6
Understand what LinkedIn members want from you
88%
Would follow a company
Follow companies
for jobs
Projects and initiatives
News and insights
68%
61%
79%
Source: LinkedIn Research.
7
5 techniques to build your followers
• Generate followers through word of mouth.
• Advertise with Employee Profile Ads.
• Leverage your employees. Think: offense and defense.
• Allow members to follow Job Postings directly.
• Use other channels to promote. Add a follower button to your website.
• Share status updates.
14
5 tips for building a best in class Career Page
1. Use visuals and banners showcasing your employees and distinct
company culture traits.
2. Be succinct in order to keep the viewer interested.
3. Use multimedia elements like videos, photos, SlideShare decks.
4. Let your employees share their experiences.
5. Customize and target your messages to different audiences.
17
Content marketing:
Producing information that engages
your target audience to educate and
convert
Success in marketing today is not
based solely on quantity; quality of
engagement is essential.
Recruiters are becoming marketers.
Marketers are becoming sales people.
"Like it or not, we are all in sales now"-Daniel Pink, To Sell Is Human
23
24
Social media, social selling and content
marketing is not just your job…
everyone in your business needs to be
involved.
27
Source: Gallo, Carmine. Talk Like Ted.
Good content? Think TED Talks.
1.5m views a day – which is 17 new
views, every second, every day.
Where do you begin?
29
Creating a content calendar
What can we create?
(white papers, salary surveys)
What can we share?
(industry trends)
Who is responsible for what types of content?
When are certain topics more relevant?
Who will be responsible for following up?
Download our Recruitment Video Playbook
30
On a tight budget?
Download the playbook here: http://linkd.in/1wUGSY3
32
In the last month, ALL of the top 50
most engaging updates on LinkedIn
included either images or videos.
42
Get in front of a broader audience
Your followers, fans, members,
and connections will see your
content.
They may spread this further
through social amplification if the
content is relevant and
engaging.
To reach a wider audience, or to
push your message out at scale
quickly, consider advertising.Organic
Earned
Paid
43
Sponsored Updates
Desktop click-through
rates on LinkedIn are
10x as high as
traditional display ads.
Content generates 6x
more engagement
than jobs.
One of the most targeted ad products on LinkedIn
Don’t forget to attend session 3
46
Build, Engage, Recruit Series
Recruit more effectively
Presented by Alex Rossberg
March 18th at 11:00am PT
Pass along to those who aren’t yet registered for session 3 -http://linkd.in/181MW5b
5 things to do today
1. Check out your profile and those of your colleagues.
2. Determine your target audience - who are you trying to reach?
3. Start posting content to different audiences.
4. Reach outside of your existing followers.
5. Build awareness at scale, engage at scale, and convert at scale.