Amplify Your Engagement Strategy Alex Charraudeau, LinkedIn Eamon Collins, PageGroup Paul Farrer, Aspire

The origins of story telling

Story Middle English “a Historical Account”

History Latin “History” as we know it today

Historia Greek “Narrative”

Histor Greek “Learned and Wiseman”

“If history were taught in the form of stories,

it would never be forgotten.” Rudyard Kipling

http://www.duarte.com/book/resonate/

The five stories you should tell

Who am I? • Introduction to you / your business.

Easy to tell across multiple channels. Recruiters know this inside out.

Why am I here?

• What is the business’s purpose and the purpose of the content you are creating.

My mission • What you / your business stands for.

What I do • Your mission should be more “why” and this is more “how”. Find your USP.

What that means for you

• Case studies and testimonials. Success stories.

Who am I? Why am I here? Your mission What you do What that means

Amplifying engagement Eamon Collins, PageGroup

Focused on professional market

5,300 people 155 offices

36 countries

Organic business model

25 specialist

disciplines

Target being the leading specialist recruiter in each market served

Building strong relationships; offering best-in-class service

Sophisticated candidate sourcing; rigorous candidate assessments

Engagement

Challenges with engagement

Privacy… discretion

Broadcast retains value

Engagement to us

Followers Views Traffic

Snapshot weekly views Michael Page UK

Over

110k

www.pageexecutive.com www.michaelpage.co.uk www.pagepersonnel.co.uk

Brand building channels

Building brand to build business

Trust & Credibility

Affinity

Action

The conversation Prism by Brian Solis & JESS3

Choices… choices…

Focus

Changed media consumption

2nd largest search engine

1.2 billion users

Our audience is out there

SEO benefits

Potential…

Immediacy: PR & news

Influence: celebs & media galore…

Views, trends & opinions

Social media home of work and careers

Global… local…

Watching brief...

Content choices

Let me take a selfy

[Insert caption]

Content choices… more than just jobs…

Work

Employer advice

Career advice

Salaries PageGroup updates

Market updates

Segmentation of content Tone and style vary for each audience

4.14% total engagement of the series, industry average is 1% •Long form content •Professional

•Discipline specific content •Knowledgeable, informative

•Competitions and visual content •Personal, friendly

Not just a marketing exercise...

Conclusion

Amplification

& Engagement

Platform

Use

Content Deployment

Amplify your Engagement Strategy Paul Farrer, Aspire

12 Months Ago…

What We Set Out To Achieve

An industry leading website

A personalised experience

To combine, not dilute, our brand power

A brand that works across

all geographies

One strong, recognisable

brand

How Did We Go About It?

Engaged an agency for both the branding & website work Workshops Surveys Competitor reviews Committed a budget of £200,000

Where We Got To

Personalisation

Social Channels

Engagement Strategy

CREATE ENGAGE ANALYSE

Job adverts In person/our offices Time on site

Blogs On our website Job applications Surveys LinkedIn Comments / Likes Videos Facebook Shares Interviews Twitter Returning visitors

Tweets Other social channels Bounce rate

Images YouTube Clicks

Challenges

Losing the power of our previous brand names Starting from scratch with SEO Creating consistently good quality content Allowing teams to look after their own social media – a benefit & a

challenge

Successes

02000400060008000

1000012000

Q1 2013Q1 2014

Social media referrals Increased our LinkedIn followers by 49%

Applications on our website up by 52%

Visit time to site up by 31% In Q1, 64% of candidates

registered from our own brand activity

What Next?

LESS

MORE

Coming up @ 3.45

Track I: Porter Tun

Track II: Queen Charlotte

Building Talent Intelligence with LinkedIn Recruiter

LinkedIn

Getting a Step Ahead: Internal Hiring

Sodexo, LinkedIn