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Content Inspiration to Supercharge your Employer Brand

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On May 7th we took our audience through some tips to help inspire their Employer Brand content - see the tips we put together here.

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Content Inspiration to Supercharge your Employer Brand

  1. 1. May 7th, 2019 Content Inspiration to Supercharge your Employer Brand John Williamson Media Solutions Consultant Julian Constance Global Employer Brand Consultant
  2. 2. Agenda  The importance of social media and employer brand  How content marketing can bring your company culture to life  How the UKTop Companies successfully create and deploy content  #TalentVoices  Video – Not as hard as you think  Top tips and takeaways
  3. 3. What is LinkedIn Top Companies 2019? The 25 companies where UK professionals want to work 2. We analyse UK members’ anonymised actions across four main pillars: interest in the company, engagement with the company’s employees, job demand and employee retention. 3.1. Every year, our editors and data scientists parse billions of actions taken by LinkedIn members around the world to uncover the companies that are attracting the most attention from jobseekers and then hanging on to that talent. Company insights, such as skills and top locations, are sourced from LinkedIn Talent Insights and reflect only employees on LinkedIn. We use headcounts provided by the company whenever possible.
  4. 4. Social media and employer brand  Almost 66% of candidates say social and digital platforms are their first go-to resource to research a company*  They do more research into a prospective employer on social and professional networks than any other channel or media*  70% of hiring managers have made hires using social media**  90% of companies already do, or plan to hire through social media platforms** *CareerArc -The Future of Recruiting Survey 2017 **everyonesocial.com/blog/employer-branding
  5. 5. Amazon – Why Number 1?  Huge focus on their roles and what’s involved  Their employee stories are about life outside of Amazon  Brilliant use of video  Great focus on the Amazon community and benefits
  6. 6. BUPA  Focus on colleague wellbeing and care  Champion their employees achievements  Sharing their other business lines
  7. 7. Marks & Spencer  Significant focus on people  Imagery and video people- lead  Relaxed language, ties in with consumer brand  Clear calls-to-action  Effort to build-up followers
  8. 8. BP  A great mix of their people  Always talking about their future plans  Keeping the candidate and client in the know  Mix of animated and live action video
  9. 9. JP Morgan  Snappy, clear introductions  Consistent, on-brand imagery  Plenty of video, often with word-ticker  Great variety of content for different key audiences
  10. 10. LinkedIn Insights “Companies which have at least one engaged senior leader receive 3.5X more company/career page views”
  11. 11. #TalentVoices Encourage your senior leaders to become socially engaged… 1) Make sure profiles are up-to- date 2) Expand their network with colleagues, customers, peers and other thought leaders 3) Engage with company content 4) Create content of their own and make their voice heard using the tag #TalentVoices
  12. 12. Video – Natural or Professional? Think of the message you want to get across and your chosen audience. Natural – Grad, talent sourcing, real time events. Professional – Brand messaging, mission and values.
  13. 13. Of all Internet traffic will be video by 2021. Videos less than 90 seconds in length see an average retention rate of 59%, compared to videos over 30 minutes retaining only 14% of viewers. 77% 80%90 Video Stats Of businesses use video on social media
  14. 14. Growth in video engagement More than 50% of LinkedIn members are seeing video in their feeds on a daily basis
  15. 15. Our very own video… Click here!
  16. 16. TIPS FOR MAKING A GREAT SHORT MOBILE VIDEO Try and use a tripod or steadicam Make sure you use a clip-on mic for perfect sound quality Pick a room that's well lit Always add subtitles to your video Try and keep it under 90seconds
  17. 17. • Know what you hope to achieve through content marketing • Identify your key talent pools • Create content you know will resonate with your talent pools • Devise and stick to a content plan • Measure campaign performance, continually test and refine KEY TAKEAWAYS:
  18. 18. Thank you

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