Content Marketing Tactics for Building a Strong Employer Brand

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Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders ​ Kim Jokisch ​ Director, Employment Branding + Media ​ Red Hat ​ Linda Descano, ® CFA ​ Managing Director and Head of Content Creation & Partnerships ​ Citi #intalent

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Talent marketing: Creating an authentic employment branding strategy ​ Kim Jokisch ​ Director, Employment Branding + Media ​ Red Hat #intalent

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WHAT WE’LL DISCUSS • Strategy 101 • Tips for creating an effective employment branding strategy • How Red Hat’s employment brand helps us recruit top talent #intalent

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What is a strategy? #intalent

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Do your research. #intalent

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Be consistent.

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Differentiate yourself. #intalent

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LinkedIn Twitter Facebook #intalent

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Engage your ambassadors.

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from under to over #intalent

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Results #intalent

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Best Places to Work Best Enterprise Software Companies to Work for Best Places to Work The 25 Best Companies to Work for #intalent

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Do your research. Be consistent. Differentiate yourself. Engage your ambassadors.

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INSPIRE: How to Build Connections through Content Marketing ​ Linda Descano, ® CFA ​ Managing Director and Head of Content Creation & Partnerships ​ Citi #intalent

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Overview •  My role at Citi •  How content can help brands build advocacy and trust •  How Citi approaches content marketing •  How we measure success #intalent

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The World’s Citi #intalent

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What Type of Content Do We Produce? Videos" Infographics Articles" Content" SlideShare Presentations Blog posts" Social media" #intalent

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Why Do We Create Content? ​ To educate and inform consumers with solutions to their financial concerns ​ To demonstrate the value of Citi’s products and services in a relevant, meaningful context ​ To provide opportunities to amplify our messaging through social sharing and PR ​ To encourage positive social conversation about Citi ​ TO BUILD TRUST AND DRIVE ADVOCACY FOR THE CITI BRAND #intalent

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Why is Content Marketing Important? The Traditional Marketing “Funnel” The New Marketing Paradigm Peer reviews Competitive alternatives Buyers Eyeballs Awareness Consideration Preference Action Loyalty Buyers Eyeballs Contributors Recommendations from friends User-generated content Source: Forrester, Inc. #intalent

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What Does This Mean for Brands? Be present where I live. Put value first and pitch second. Focus on my needs, not your products. Treat us as people, not portfolios. Teach me, don’t tell me. #intalent

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How Does Citi Approach Content? Plan Produce Promote Publish #intalent

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How Do We Plan Our Content Calendar? Consumer Inputs Business Inputs Customer Insights ATL Calendar Seasonal Themes LoB/Product Launches Trending Topics Enterprise Tentpoles #intalent

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How Do We Produce Content? 1. 2. 3. 4. Brief agency partners Develop content Obtain business and legal approval Finalize content calendar #intalent

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Where is Content Published? Citi-Owned Channels Citi Web Sites and Blogs Email Newsletters Mobile Apps Social Media Channels Media Partners Editorial Partners ATL Campaign Extensions Yahoo! Finance Network Native Advertising Content-Sharing Partnerships LinkedIn Influencer Blogs SlideShare #intalent

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Publishing: Citi “Owned” Channels #intalent

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Publishing: Media Partners Native Advertising Hub #intalent

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Publishing: Editorial Partners #intalent

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How Do We Promote Our Content? Social Activations Influencer Amplification Content Partner Amplification Facebook “f ” Logo CMYK / .eps Facebook “f ” Logo CMYK / .eps PR Outreach #intalent

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Promotion: Paid Media #intalent

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Promotion: Earned Media #intalent

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How Do We Measure Success? Reach and Amplification Engagement Consumer Brand Health and Customer NPS Employer Brand Health Total Reach (Impressions) Paid Reach Amplification 8 Clicks C Likes ? Comments 4 Shares (“Earned” Reach) #intalent

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Key Takeaways 1.  Deliver value. 2.  Plan strategically, rather than in a silo. 3.  Speak in a human, authentic voice. 4.  Teach rather than tell. 5.  Drive relationships, not transactions. 6.  Contribute to conversations rather than crowd out other voices. 7.  Mind your audience’s mindset. #intalent

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Thank you Kim Jokisch Director, Employment Branding & Media Red Hat Linda Descano, CFA® Managing Director and Head of Content Creation & Partnerships Citi @kimjokisch @lindadescano Kim Jokisch Linda Descano #intalent

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