What’s in your marketing toolkit for this year? Not sure where to spend your marketing dollars to drive your business forward and realize the best return on your marketing investment? Have no fear – this deck will help! We discuss the four marketing must-haves for IT and engineering staffing firms this year: 1 - Messaging that resonates with your target audience 2 - Creating two-way conversations via social media to enhance the candidate experience 3 - Creating an engaging online user experience regardless of the platform/device used 4 - Creating content that converts.

1. Top 4 Marketing Must-Haves
for IT and Engineering
Staffing Firms in 2014
Presented by:
Michelle Krier, VP Marketing & Digital Services
Leah McKelvey, Senior Director of Marketing & Partnerships
www.clearedgemarketing.com

2. Your Presenters
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3. Q&A on Twitter
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We want to hear from you during this webinar and after
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Send us a tweet with the following in front of the message: @clearedgemktg
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We will reply during the webinar or after
Follow us at twitter.com/clearedgemktg
Also follow us on…
Facebook: facebook.com/ClearEdgeMarketing
LinkedIn: linkedin.com/company/clearedgemarketing
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4. Today’s Agenda
•
•
State of the Industry
4 Marketing Must-Haves
 Messages that Resonate
 Engaging Online Experiences
 Content That Converts
 Creating 2-way Conversations
•
Q&A
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5. State of the Industry
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6. MARKETING MUST-HAVE #1:
MESSAGES THAT RESONATE WITH YOUR TARGET AUDIENCE

7. Tell Us…
What’s the average attention span of an adult?
A. 4 seconds
B. 8 seconds
C. 12 seconds
D. 16 seconds
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8. 8 Seconds: Average Attention Span in 2013
Source: US National Library of Medicine
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9. Timeframe is Short to Connect
3 Months or Less
2 Weeks or Less
à Amount of time it took 84% of Talent
to find their most recent position
Amount of time it took 32% of Talent
à to find their most recent position
SOURCE:
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10. 10

11. Understanding Your Key Differentiators
Your homework: Put your elevator pitch to the test
•Relevancy: Ask 2 candidates and clients why they chose to work with you to see if those messages are
represented on your website
•Simplicity & Consistency: Randomly ask 3 people internally for your elevator pitch
•Differentiation: Review 3 top competitors’ websites and see how your existing message compares
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12. Candidates Share: Pros of Working with Staffing Firms
Top Benefits of Working for an IT/Engineering
Staffing Firm
Assistance finding employment
Consistent income
Access to otherwise unreachable
positions
SOURCE:
0%
20%
Top Ranked
12
40%
60%
2nd & 3rd Ranked

13. Candidates Share: Cons of Working with Staffing Firms
Top Drawbacks of Working for an IT/Engineering
Staffing Firm
Lack of positions that fit my skills
Difficulty in finding proper fit for the
position
Pay compared to working with a
company directly
SOURCE:
0%
20%
Top Ranked
13
40%
60%
2nd & 3rd Ranked

14. Keep it Simple
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15. Is Everyone Saying the Same Thing?
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16. Know Why You’re Different – Then Execute
…with a strong reputation for
delivering exceptional technology
professionals while maintaining the
highest ethical standards.
Our deep insights into human
capital management enable us
to help our clients achieve their
business goals – while
optimizing their IT workforce
strategies.
…revolutionizing
the industry with our
personal touch.
We know our
clients intimately,
provide the right
placements and
establish long term
relationships.
…excels at bringing together
the brightest technical
professionals and the top
companies.
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17. MARKETING MUST-HAVE #2:
CREATE AN ENGAGING ONLINE USER EXPERIENCE

18. Tell Us…
How engaging is your online experience for candidates?
A. Very engaging – we’ve conducted U/X studies to ensure the
best possible experience
B. So-so – we’ve tried to make it easy for candidates to apply
C. Not at all – it takes 5 clicks just to get to the apply screen
D. No idea – marketing controls the website and I’ve never
checked it
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19. The Stats
• 43% of job seekers have used their mobile
device to engage in job-seeking activity
• 27% of job seekers expect to be able to apply
for a job from their mobile device
Source: 2014 Job Seeker Nation Report by Jobvite
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20. The Stats
• 1 BILLION job searches are
done per MONTH on a mobile
device
• Mobile-friendly recruitment
has a conversion rate 5 – 10X
better than traditional PC
recruitment
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21. An Engaging Website Is a MUST
Your homework:
• Try applying – how long does it take, how many clicks? Now try it on your mobile device!
• Look at your site on your mobile device and on a tablet – is it easy to navigate/use?
• Analyze your Google Analytics to see how much traffic is coming from mobile devices and what pages
are most frequently visited
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22. Create a Great Experience Across Platforms
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23. Create a Great Experience Across All Platforms
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24. Tips for Creating an Engaging Online Experience
Make it
easy!
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25. Tips for Creating an Engaging Online Experience
Speak their
language.
Give
visitors
options for
engaging.
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26. Tips for Creating an Engaging Online Experience
Give
visitors the
tools and
resources
they need.
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27. MARKETING MUST-HAVE #3:
CREATE CONTENT THAT CONVERTS

28. Tell Us…
Do you create original content tailored to candidates and/or
clients?
A. No, we only share content developed by others
B. We produce a handful of original blog posts or articles a
year.
C. There is at least one article or blog published a month
D. We’re a content-producing machine!
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29. WHAT IS CONTENT MARKETING?
“
Your customers don’t care about you, your products, your services…they
care about themselves, their wants and their needs. Content marketing is
about creating interesting information your customers are passionate
about so they actually pay attention to you.
”
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30. Growth of Content Marketing
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31. Why Do You Need Original Content?
•
Typically, IT and Engineering staffing firms are using content marketing to drive traffic to their website
and promote the following goals:
Source: Content Marketing Institute
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32. First Content Strategy, Then Content Development
Your Homework:
Take the first steps to developing a content
strategy
•Start to develop personas for your two main
audiences: candidates and clients
•Make of a list of topics that each of these
personas care about or impacts them
•Develop three unique content ideas based on
what you know about the personas
Source of Example Persona: HubSpot
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33. Best Practices in Persona Building
Who are you
and why
should I
care?
Demographic information,
including:
•Job title, role, and
responsibilities
•Department
•Company size
•Industry
•Location
•Budget
Source: Kevin Cain, Convince & Convert
Behavioral information,
including:
•Motivating factors
•Expectations
•Concerns and pain points
•Role in the purchasing process
•Understanding of your products
and services
•Needs met to ensure a purchase
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34. Are You Creating Content that Hiring Managers Care About?
Top 5 Things That Keep Hiring Managers Up At Night
46%
Retaining top-performing talent
43%
Finding highly-qualified talent
Staying within budget
33%
Meeting your department deadlines
with the talent you have available
32%
28%
Attracting highly-qualified talent
SOURCE:
0%
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40%
80%

35. Are You Creating Content that Candidates Care About?
Top Concerns of IT and Engineering Professionals
Staying professionally relevant and
employable
30%
24%
Lack of clear career direction/path
22%
Meeting deadlines
SOURCE:
0%
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25%
50%

36. Develop Content That Highlights Your Industry Expertise
Important Factors that Lead to a Successful Placement
40%
35%
30%
27%
20%
6%
0%
Proper skills for the position
Staffing firm is knowledgeable of our company's
industry
SOURCE:
Clients Say:
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Staffing Firms Say:

37. Types of Content
•
•
•
•
•
•
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Surveys (can give you the data to drive
several different types of content)
Blog posts
Articles (contributing to industry
publications)
eBooks
Webinars
Speaking opportunities
Customer roundtables
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38. Organize Your Approach: Example Editorial Calendar (Blog)
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39. Track the Engagement on your Content
•
Google Analytics
Keywords
 Traffic
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•
Bitly links for sharing
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40. MARKETING MUST-HAVE #4:
CREATING TWO-WAY CONVERSATIONS VIA SOCIAL MEDIA
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41. Tell Us…
How engaged is your social community?
A. Highly engaged (we frequently receive questions and
comments)
B. Somewhat engaged (some of our posts get comments)
C. Not at all engaged (we post but no one comments)
D. What’s a social community?
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42. Social Media is Like a Cocktail Party
Not This
This
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43. Creating Two-Way Conversations Via Social Media
•
Your homework: create 1 post per week that will encourage engagement. Ideas:
Ask questions. “What’s most important to you when considering a job offer: salary or location?”
 Fill in the blank. “When I have a job interview coming up, I ____. ” or “My dream job is ____.”
 Caption this (photo/video):
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Tip: think carefully about what type of image you choose and what emotions you will trigger with your post. You want a
positive association between the photo and your brand.
Encourage likes. “’Like’ if you’d be open to a new job opportunity this year.”
­
Tip: Use a photo with this one!
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44. Encourage Comments, Questions and Discussions
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45. Encourage Comments, Questions and Discussions
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46. Tips for Managing Your Social Efforts
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47. Tips for Managing Your Social Efforts
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48. Tips for Managing Your Social Efforts
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49. Tips for Managing Your Social Efforts
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50. Tips for Managing Your Social Efforts
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51. It’s Your Turn…
Questions? Comments?
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52. Need Help? Contact Us Any Time!
Michelle Krier
VP Marketing & Digital
Services
Leah McKelvey
Senior Director of Marketing
& Partnerships
Tel: 414.617.3103
Tel: 330.559.5259
Email: mkrier@clearedgemarketing.com
Twitter: @michellekrier
LinkedIn: www.linkedin.com/in/michellekrier
Email: lmckelvey@clearedgemarketing.com
Twitter: @LMcKelvey
LinkedIn: www.linkedin.com/in/leahmckelvey
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