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Content Crash-Course November 2015
Wifi detailsUsername: london-guestPassword: LinkedIn-UK
Agenda
9:15 - 9:30 – Introductions
9:30 - 10:30 – Building an effective content plan for recruitment
10:30 - 11:00 – Breakout Session: Smaller Group Discussions
11:00 - 11:30 – Share your findings with the room
11:30 – 12:00 – Overcoming internal struggles: Wider Group Discussion
12:00 – Wrap Up & Photo
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Who is in the room?
Why are we here?
Rethinking the myths…
LinkedIn Members consume
content 6x times more
than they do jobs
Rethinking the myths…
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So why does this matter for Recruitment teams? (and not just marketing)
Because Content is proven to drive
bottom line hiring results
Companies who post at least 1 status update / week on LinkedIn…
Get 40% more views to their LinkedIn job postings.
and 25% more apply
clicks
So, where do we start?
4Things to think about
PlanDevelopShareMeasure
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How do you currently plan your content?
“Currently it is ad-hoc but the ambition for 2016 is introduce a plan for a defined section of the business and, depending on results, look to extend this across the wider company portfolio.”
“Ad-hoc approach at the moment. Looking to build a plan that links with internal strategy”
“Try to plan ahead but only weekly. Also, ad-hoc approach on top of the planned stuff.”
“Currently it is ad-hoc and sporadic. Would like to move to a content strategy model.”
“We only really have a content plan for our graduate campaign each year which is set up be our media agency and mainly focused on Facebook. All our other content is very ad hoc and unplanned.”
Mar AprFeb Jul AugJunMay Sep Oct Nov DecJan
IT
Think about the year ahead and where recruitment will be focusing
Graduates
Risk
Sales
Who is your audience and what are they interested in?
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Build Your Content Plan - TimingThings to consider at this stage (don’t worry about source/type yet!):1.Who is responsible for execution of the plan?2.How many updates do you plan on pushing out and when?
Technology Content Plan - December
Week 1 Week 2 Week 3 Week 4
Monday Update Update Update Update
Tuesday
Wednesday Update Update Update Update
Thursday
Friday Update Update Update Update
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2 things to consider
1. What type of content do we need?
2. Where will we source this content?
What type of content do we need?
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Create content for both active & passive members
Job related content Interview tips Employee ambassadors Jobs!
Active Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment
Passive Content
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30:30:30
Company News Careers NewsIndustry News
Quick win / tip
Quick win / tip
Quick win / tip
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Technology Content Plan - December
Week 1 Week 2 Week 3 Week 4
Monday Industry Update - Link
Industry Update - Link
Industry Update - Link
Industry Update - Link
Tuesday
Wednesday Company Update – Link/Video
Company Update – Link/Video
Company Update – Link/Video
Company Update – Link/Video
Thursday
Friday Careers Update – Employee Spotlight
Careers Update – Employee Spotlight
Careers Update – Employee Spotlight
Careers Update- Employee Spotlight
Where will we source this content?
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Ninja tip on finding top, relevant, most engaging 3rd party content.
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Quick win / tip
A killer source for curated content!
Content Highlights:Industry News
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Industry News
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Industry News
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Industry News - Diversity
Content Highlights:Culture
Culture
Culture
Content HighlightsCompany News
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Company News
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Company News
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Company Heritage
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Company News
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Company News
Content HighlightsCareers News
Careers Info
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Careers Info
Content Highlights:Employee Spotlights
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Employee Spotlight
Employee Spotlight
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Employee Spotlight
Content Highlights:Events & Awards
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Events & Awards
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Events
Employer Branding Video Content
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How do you measure your content?
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Additional Metrics to Consider
• Job Applications/Views
• LinkedIn Talent Brand Index
• LinkedIn Content Marketing Score
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Break into groups of 4 and discuss the following 3 topics:
If you had to pin-point one activity that has helped to drive success of your content efforts to date, what would that be and why?
If you could turn back the clock and start this year over, what would you have done differently from a content perspective? (i.e. what mistakes have you made!)
What type of content is working best for you right now?
30 mins
Breakout Session
63
Overcoming Internal Struggles – Group Discussion
Engagement of business leaders/key stakeholders to share content
Cross-functional partnership – Marketing ‘own’ the content strategy
Permission to post certain content
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 65
