This document summarizes a LinkedIn webinar about increasing content marketing effectiveness on LinkedIn. The webinar covered identifying the three core audiences for recruitment agencies - candidates, clients, and consultants. It discussed the types of content each audience wants, such as candidates wanting job opportunities and career tips, clients wanting industry expertise and thought leadership, and consultants wanting career development. The webinar also provided tips for creating engaging content, such as displaying industry expertise, sharing company culture, and curating or creating original content. Attendees were encouraged to participate in the discussion and share links that might interest their followers.

1. ​Stephanie Broderick
Global Media Account Manager
[Webcast]
Increase your
Content Marketing Effectiveness
on LinkedIn
​Sophie Logan
​Global Strategic Brand Consultant

2. What we hear from our customers
How do I generate
quality leads?
How do I stand out
from my
competitors
What type of
content work best?

3. • Importance of Content Marketing
• 3 Core Audiences
(Client, Candidates, Consultant)
• Anatomy of a Great Post
• Curate vs. Create
• Live Q&A
Agenda

4. 5,000+ Media messages
per day

5. 5

6. Humans Have
Shorter Attention
Span Than Goldfish,
Thanks to Smartphones
You Now Have
a Shorter
Attention Span
Than a Goldfish
The Eight-Second
Attention Span
6

7. In the age of hyperconnectivity,
people now remember very little

8. 14% people remember the
last ad they saw

9. 14% people remember the
last ad they saw
8% recall the product or
company

10. 14% people remember the
last ad they saw
8% recall the product or
company
2.8% thought the ad was
relevant

11. ...making it essential to stand out from the crowd,
whilst being relevant and of value to the audience

12. 12

13. The Winning Content Formula

14. The Winning Content Formula
Entertain

15. InformEntertain
The Winning Content Formula

16. InformEntertain
Consistenc
y
The Winning Content Formula

17. InformEntertain
Consistenc
y
VALUE
The Winning Content Formula

18. Top 3 Factors Audiences Look For in a Recruitment Agency
Industry or
Function
Expertise
Great
Client
Service
Reputation
in Market

19. What do each of these audiences want?
​Recruitment Agencies Have 3 Core Audiences
Candidate
Recruitment Consultant
Client

20. What do Candidates want?
Candidate
• Great Job Opportunities
• Trusted Partner
• Well-Connected Recruiter
• Career Advancement &
Challenge
• Interview & Career Tips

21. • Inviting image
• Snackable read
• Understands the audience needs
WHAT WE LIKE
Trusted Partner

22. • Enticing title text
• Tips and Tricks to make
candidates more successful
WHAT WE LIKE
Interview Tips

23. • Sharing ‘out of the norm’ insights
• Tapping into the audience mindset
• A series of useful information
Value Add
WHAT WE LIKE

24. What do clients want?
Client
• Best in Class Recruitment Expertise
• Expertise in function or industry
• Thought Leadership
• Workforce Trends
• Peer Success Stories
• Competitive Knowledge
• Quality Networking

25. Thought Leadership
Industry Expertise
WHAT WE LIKE
• Clients look for expertise &
industry trends
• Infographic
• Statistics

26. Workforce Trends
Competitive Knowledge
Quality Networking
WHAT WE LIKE
• Entertaining Event
• Thought Leadership Report
• Networking Opportunity

27. Thought leadership
from the top
WHAT WE LIKE
• Clients look for expertise &
industry trends

28. Recruitment Consultant
What does a Recruitment Consultant want in a job?
​Develop your employer value proposition
1. Excellent compensation and benefits
5. Strong employee development
2. Good work/life balance
3. Strong career path
4. Values Employee Contributions

29. Values Employee
Contribution
WHAT WE LIKE
• Dean and the Hays Leadership Team
post content daily
• Video
• Tagging others to encourage
engagement

30. • Real image – this is not your
glossy marketing image
• Sharing the culture of
Celebration
Strong Career Path
WHAT WE LIKE

31. • The team are involved in this
video
• Show your personality
WHAT WE LIKE
Company Culture

32. Reed showcases
#LifeAtREED
WHAT WE LIKE
• Continued engagement,
inviting images & employee
perspectives

33. Montreal Associates
appeals to graduates
WHAT WE LIKE
• Fun images, tips on how to
apply, audience relevant
content

34. Where do you get your content from?
Share links, articles,
images, quotes or anything
else your followers might
be interested in from other
sources
Curate
Deeply explore topics
that matter to you, then
watch the comments to
see your impact
Create

35. • Displaying industry expertise
WHAT WE LIKE
Save time by curating
and creating content

36. Key Takeaways
Give Give Ask

37. http://lnkd.in/MSE2017
On October 19th, LinkedIn will announce the Top 25 Most Socially Engaged search and staffing
organisations. Your activity on LinkedIn is one of the measures used to create the ranking.
Find out more about Most Socially Engaged:

38. Q&A