#firmday london 28/04/16 - aia worldwide 'how an inbound marketing strategy made candidates say...
TRANSCRIPT
BUILD YOUR TALENT
Helen AlkinHead of Future Talent Recruitment
Marks & Spencer
@MandSTalent
Nathan PerrottDirector of Digital Marketing Strategy
AIA Worldwide
@Nathan_Perrott
BUILD YOUR TALENT
‘INTERUPTION’ MARKETING
• TV, radio & print ads
• Billboards & outdoor advertising
• Outbound sales calls
• Social media advertising
• Most banner / display ads
• Most video ads
• Purchased email lists (cold emails)
OUTBOUND
BUILD YOUR TALENT
ORGANICALLY EARNING ATTENTION
• Content marketing
• SEO
• Social media / professional networking
• Influencer marketing
• Opt-in email marketing
• Public speaking
INBOUND
BUILD YOUR TALENT
INBOUND
ORGANICALLY EARNING ATTENTION
• Content marketing
• SEO
• Social media / professional networking
• Influencer marketing
• Opt-in email marketing
• Public speaking
BUILD YOUR TALENT
“Information created for a specific audience that is valuable
and supportive to their needs and interests, available at a
time and in a format that is contextually relevant.”
GOOD CONTENT IS AT THE HEART OF INBOUND
MARKETING. BUT WHAT IS ‘GOOD CONTENT’?
BUILD YOUR TALENT
GOOD CONTENT IS AT THE HEART OF INBOUND
MARKETING. BUT WHAT IS ‘GOOD CONTENT’?
“Information created for a specific audience that is valuable
and supportive to their needs and interests, available at a
time and in a format that is contextually relevant.”
BUILD YOUR TALENT
What does my brand stand for?
What does my audience care about?
Content sweet spot
BUILD YOUR TALENT
ALUMNI
ADVOCATE
HIRE
CANDIDATE
APPLICANT
PROSPECT
VISITOR
STRANGER
THE CANDIDATE FUNNEL
BUILD YOUR TALENT
SME thought leadership, opinion
& insightEmployee ‘hero’
profileEmployee passion / non-work profile Culture profile Career / job profile
/ focus
Inside stories Wellbeing focus CSR focus Job / career advice & guidance
Company news & innovation
Industry news updates
Audience-relevant 3rd party content Location spotlight Inspiring 3rd party
contentFeatured partner
content
Project / Team focus
Challenges & competitions
Instructional / How to… Guides Internal talks Behind the scenes
SAMPLE CONTENT TOPICS
BUILD YOUR TALENT
Blogs Newsletters White papers Videos Live video streaming
Webinars Podcasts Testimonials Case studies Articles
Infographics Q&A forums / Live Q&A eBooks Photos
‘Sponsored’ subject-focussed content (e.g. Barclays Life
Skills)
Video tutorials / Whiteboard Fridays
In-depth editorial-style 3rd party POV
articlesGames Digital magazines
(e.g. Flipboard)Crowd reactive / crowd-sourced
Long-form
Short-form
Micro-form
Live
SAMPLE CONTENT FORMATS
BUILD YOUR TALENT
7 STEPS TO CONTENT MARKETING SUCCESS
PLAN GENERATE PUBLISH DISTRIBUTE PROMOTE ENGAGE MEASURE
BUILD YOUR TALENT
1) Dispel myths & perceptions of working at M&S
2) Better inform candidates
3) Improve self-selection
BUILD YOUR TALENT
1) Dispel myths & perceptions of working at M&S
2) Better inform candidates
3) Improve self-selection
4) Open up communication channels
BUILD YOUR TALENT
1) Dispel myths & perceptions of working at M&S
2) Better inform candidates
3) Improve self-selection
4) Open up communication channels
5) Get on the radar of core passive talent pools
BUILD YOUR TALENT
GETTING THE FOUNDATIONS / INFRASTRUCTURE RIGHT
• Content-rich, device-optimised careers website
• Quick & easy access to job search
• Search engine optimised job descriptions / results
• Candidate-employee discussion forum
• Blog functionality for authentic, inside stories
careers.marksandspencer.com
BUILD YOUR TALENT
“Hello I have a career question. With the school leavers scheme what does it involve and do you become a section
manager or a commercial manager?
Thank you.”
“Hello. Its a 12-18 month fast track management development programme which combines on the job training with relevant class room based
activities. It leads into a commercial manager
role.”