The Power of Media for StaffingJennifer Brannigan

Why is Branding Important for Consulting Firms?

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Content is being created, consumed and shared at a speed

and scale never seen before

NewsCred

5,000

People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment.

60% of the decision-making process is made prior to any direct interaction with a sales person.

People do not treat

BUSINESS & CAREER DECISIONSany differently.

Great, where do I start?

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Build Engage Recruit

Your followers & Your brand

Nurture your target audiences

Do what you do best

Talent Acquisition is Marketing

AWARENESS

ENGAGEMENT

CONSIDERATION

CONVERT

What assets do you have on LinkedIn today?

Your Company Your Employees

� Add a picture (7X more views)

� Include a creative headline

� Include an elevator pitch about your firm

� Show, don’t tell – video goes a long way

� Ask for recommendations from professionals you

hired for your clients

� Acquire followers

How can your recruiters best brand their profiles?

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Members searching other members every year

Page views on LinkedIn are members viewing

members’ profiles

A headhunter’s profile can generate up to 10X

more views than an average member

5B

76%

10X

What assets do you have on LinkedIn today?

Your Company Your Employees

� Add a logo and banner image

� Add a Company description

� Point out your specialties

� Customize a careers page

� Grow your follower base

How can your Agency best brand your Company Page?

Followers are your brand advocates & viable pool of

candidates

Responsive leadsEngaged talent pool

78%Your followers are 78% more

likely to respond to your

headhunter’s InMail

61%of members are more likely to

share information as a result

of following a company

79%of members are interested in

updates on job opportunities

from companies they follow

Brand evangelists

How can you build your Company follower base?

Status Updates

Employee ProfilesYour Company Page

Targeted Homepage Ads

Maximize your Company Page presence

Build your Follower Base

Leverage your Employee Profiles

Key Take-Aways: Building your brand

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How do you ENGAGE your audience?

Nurture your audience with targeted, value-add content

Career Pages

Targeted Media

Content Marketing

Bold,

memorable

visuals

with lively colors

Focus on

storytelling

through

testimonials

Arresting copy

that grabs the

reader

Multiple page

versions

highly targeted to

visiting talent

Jobs

Customized to

the audience

Career Pages drive deep candidate and client

engagement

Powerful Video

Content that

engages the

viewer

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Multiple views allow you to give a customized message to

your audience

Career Pages help staffing agencies engage the right

audience with the right message

Establish your market expertise and deliver

unique messages for clients, candidates, and

consultants

• Geography

• Function

• Industry

• Seniority

Establish your market expertise and deliver

unique messages for clients, candidates, and

consultants

• Geography

• Function

• Industry

• Seniority

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Content enhances Job Postings for deeper engagement

Tips and tricks for your Career Page

Think visually

Think digitally

Think video

Your Target Audience

Think customized

Targeted ads find and engage any audience… 2

Driving them to your Career Tab where they receive a customized experience

What is Content Marketing?

Any marketing that involves the creation and sharing of media and

publishing content in order to acquire clients or candidates

Content Marketing develops long term relationships with your audience

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• Adds value to the industry conversation

• Provides concrete tips and offers unique insights

• Does not aim to directly sell, rather provides free value

• Establishes the publisher as a thought-leader or trusted advisor

Why is it important?

Every time you post content, you’re nurturing the relationship with your followers

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Generate Awareness of Roles you are Filling

Build a Community ofTarget Candidates

Promote News or Upcoming Events

Establish ThoughtLeadership

Build Reputation as a Consultancy of Choice

Ways to build relationshipswith target talent

Member News Feed

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Sponsored UpdatesReach the entire LinkedIn network

Company UpdatesOnly reach your pool of followers

With Sponsored Updates you can build the same

kind of relationships with talent outside your followers

313M+(+2 every sec)

LinkedIn Member

Population

19,000

Target with accuracy using advanced filters

Targeting Sponsored Updates Company Updates

Location � �

Company Size, Industry � �

Function, Seniority � �

Company Name �

Job Title �

School �

Skills �

Group Membership �

Gender �

Age �

Negative targeting �

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Build relationships with candidates on desktop, tablet and mobile

41% of LinkedIn’s traffic is on a mobile device

Engagement rates can be up to 5x higher on mobile

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Drive quality engagement with the candidates you need

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Build communities

of top talent

Generate 2-way

dialog with target

candidates

Examples of Content Marketing

How does it all come together?

Client Example: CS Recruiting, LLC

• Transportation and Logistics Headhunters

• Based in Chicago, work on positions across US and Canada

• 10 person shop

Client Example: CS Recruiting, LLC

Candidate View Business Development View

Client Example: CS Recruiting, LLC

Grew Follower Base by 9,000 in 6 months!

Customize your career page for your most important

audience segments

Reach and engage your target audiences with media

Use content marketing to develop relationships with your

audience pools

Key Take-Aways: Engaging your audience

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Build Engage Recruit

Your followers & Your brand

Nurture your target audiences

Do what you do best

Remember to think like a marketer.

Thank you!

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