Last week there was a great webinar from the folks at
LinkedIn about how content marketing can and should be used in the staffing
industry. The presenter, Anna Wright, was an IT recruiter who now works for
LinkedIn. She shared some of the best practices that working for staffing and
recruiting firms that are looking to generate new clients and attract higher
caliber candidates. Here’s a recap of the recommendations:
How staffing firms can use LinkedIn
for Content Marketing
Are you trying to reach clients or candidates? What job titles? What are
there interests? What are the best channels for communicating with this audience?
The more clearly you define the people you want to reach, the easier it
becomes to create relevant content.
Content marketing only works when people pay attention to your content. So
it has to be interesting! Consider topics like: How to choose a staffing
firm, 5 Questions to ask a recruiter, 7 Common hiring mistakes, or 10 HR
articles you must read.
Plan a monthly calendar with the dates for your blog posts, emails,
webinars and other content marketing efforts. Ensure you’re consistently
sending out content.
the message out (on LinkedIn).
LinkedIn has 225 million members…and 2 new members each second! You can
reach every Fortune 500 company on LinkedIn.
Here’s LinkedIn’s advice for using LinkedIn:
– company updates, employee status updates, targeted advertising,
sponsored updates, Slideshare content ads.
– employee branding ads, company page, career hub.
– sponsored groups, custom groups, group partnerships.
Free ways to use LinkedIn
status updates. You can target updates to
specific subsets of your followers by company size, industry, job
function, seniority and geography.
status updates. Leverage your team’s networks
to share your content with their connections.
discussions, promotions and jobs.
You can share your content and links back to your website on any group you
media on your company page and employee profiles. You can include videos, PDFs, Slideshare and other
custom groups.You can setup a group around
anything…any industry, job discipline or interest. Build your own private
talent community or industry networking group.
messaging first level contacts.One-to-one
promotion is the strongest way to share content and nurture relationships,
and LinkedIn messaging gets a 35% open rate.
Targeted advertising on LinkedIn
ads. You can target by company
name, company size, industry, job function, seniority and geography.
InMails. Direct message 2,500 people at
a time by title, years of experience, company name, education and
a career hub. This is a unique page
dedicated to promoting the careers and content your firm offers.
sponsorship. Creating a promotion for a
specific group that will appear in the right sidebar for relevant
A few final bits of advice
is king…if it’s relevant!
role of content is to build trust.
goal of content is to engage and convert.
brand (value + personality) must be clearly defined.
content must fit your brand…and your audience.
is the starting point for creating discussion.
content sells…without selling. It educates.
media is ONE channel for distributing content and creating engagement.