Amplifying your Engagement Strategy
-
Upload
linkedin-for-search-and-recruitment-firms -
Category
Recruiting & HR
-
view
1.547 -
download
0
Transcript of Amplifying your Engagement Strategy
Amplify Your Engagement Strategy Alex Charraudeau, LinkedIn Eamon Collins, PageGroup Paul Farrer, Aspire
The origins of story telling
Story Middle English “a Historical Account”
History Latin “History” as we know it today
Historia Greek “Narrative”
Histor Greek “Learned and Wiseman”
“If history were taught in the form of stories,
it would never be forgotten.” Rudyard Kipling
http://www.duarte.com/book/resonate/
The five stories you should tell
Who am I? • Introduction to you / your business.
Easy to tell across multiple channels. Recruiters know this inside out.
Why am I here?
• What is the business’s purpose and the purpose of the content you are creating.
My mission • What you / your business stands for.
What I do • Your mission should be more “why” and this is more “how”. Find your USP.
What that means for you
• Case studies and testimonials. Success stories.
Who am I? Why am I here? Your mission What you do What that means
Amplifying engagement Eamon Collins, PageGroup
Focused on professional market
5,300 people 155 offices
36 countries
Organic business model
25 specialist
disciplines
Target being the leading specialist recruiter in each market served
Building strong relationships; offering best-in-class service
Sophisticated candidate sourcing; rigorous candidate assessments
Engagement
Challenges with engagement
Privacy… discretion
Broadcast retains value
Engagement to us
Followers Views Traffic
Snapshot weekly views Michael Page UK
Over
110k
www.pageexecutive.com www.michaelpage.co.uk www.pagepersonnel.co.uk
Brand building channels
Building brand to build business
Trust & Credibility
Affinity
Action
The conversation Prism by Brian Solis & JESS3
Choices… choices…
Focus
Changed media consumption
2nd largest search engine
1.2 billion users
Our audience is out there
SEO benefits
Potential…
Immediacy: PR & news
Influence: celebs & media galore…
Views, trends & opinions
Social media home of work and careers
Global… local…
Watching brief...
Content choices
Let me take a selfy
[Insert caption]
Content choices… more than just jobs…
Work
Employer advice
Career advice
Salaries PageGroup updates
Market updates
Segmentation of content Tone and style vary for each audience
4.14% total engagement of the series, industry average is 1% •Long form content •Professional
•Discipline specific content •Knowledgeable, informative
•Competitions and visual content •Personal, friendly
Not just a marketing exercise...
Conclusion
Amplification
& Engagement
Platform
Use
Content Deployment
Amplify your Engagement Strategy Paul Farrer, Aspire
12 Months Ago…
What We Set Out To Achieve
An industry leading website
A personalised experience
To combine, not dilute, our brand power
A brand that works across
all geographies
One strong, recognisable
brand
How Did We Go About It?
Engaged an agency for both the branding & website work Workshops Surveys Competitor reviews Committed a budget of £200,000
Where We Got To
Personalisation
Social Channels
Engagement Strategy
CREATE ENGAGE ANALYSE
Job adverts In person/our offices Time on site
Blogs On our website Job applications Surveys LinkedIn Comments / Likes Videos Facebook Shares Interviews Twitter Returning visitors
Tweets Other social channels Bounce rate
Images YouTube Clicks
Challenges
Losing the power of our previous brand names Starting from scratch with SEO Creating consistently good quality content Allowing teams to look after their own social media – a benefit & a
challenge
Successes
02000400060008000
1000012000
Q1 2013Q1 2014
Social media referrals Increased our LinkedIn followers by 49%
Applications on our website up by 52%
Visit time to site up by 31% In Q1, 64% of candidates
registered from our own brand activity
What Next?
LESS
MORE
Coming up @ 3.45
Track I: Porter Tun
Track II: Queen Charlotte
Building Talent Intelligence with LinkedIn Recruiter
Getting a Step Ahead: Internal Hiring
Sodexo, LinkedIn