Content Marketing Tactics for Building a Strong Employer Brand

Понравилась презентация – покажи это...

Слайд 0

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

Слайд 1

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

Слайд 2


Слайд 3


Слайд 4

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

Слайд 5

What is a strategy? #intalent

Слайд 6

Do your research. #intalent

Слайд 7


Слайд 8


Слайд 9

Be consistent.

Слайд 10


Слайд 11

Differentiate yourself. #intalent

Слайд 12


Слайд 13

LinkedIn Twitter Facebook #intalent

Слайд 14

Engage your ambassadors.

Слайд 15

from under to over #intalent

Слайд 16

Results #intalent

Слайд 17

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

Слайд 18

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

Слайд 19

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

Слайд 20

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

Слайд 21

The World’s Citi #intalent

Слайд 22

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

Слайд 23

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

Слайд 24

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

Слайд 25

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

Слайд 26

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

Слайд 27

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

Слайд 28

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

Слайд 29

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

Слайд 30

Publishing: Citi “Owned” Channels #intalent

Слайд 31

Publishing: Media Partners Native Advertising Hub #intalent

Слайд 32

Publishing: Editorial Partners #intalent

Слайд 33

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

Слайд 34

Promotion: Paid Media #intalent

Слайд 35

Promotion: Earned Media #intalent

Слайд 36

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

Слайд 37

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

Слайд 38

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

Слайд 39

Слайд 40