1. The Power of Media for Staffing
Jennifer Brannigan

2. Why is Branding Important for Consulting Firms?
2

3. Content is being created,
consumed and shared at a speed
and scale never seen before
NewsCred

5. 5,000

7. People complete 60% of the decision making
process prior to any direct interaction with the
brand –and that extends to the way people now
look for employment.
60% of the decision-making
process is made prior to any
direct interaction with a sales
person.

8. People do not treat
BUSINESS & CAREER DECISIONS
any differently.

9. Great, where do I start?
9

10. Build Engage Recruit
Your followers &
Your brand
Nurture your target
audiences
Do what you do
best

11. TalentAcquisition is Marketing
AWARENESS
ENGAGEMENT
CONSIDERATION
CONVERT

13. What assets do you have on LinkedIn today?
Your Company Your Employees

15. Add a picture (7X more views)
Include a creative headline
Include an elevator pitch about your firm
Show, don’t tell – video goes a long way
Ask for recommendations from professionals you
hired for your clients
Acquire followers
How can your recruiters best brand their profiles?

16. 16
Members searching other members every year
Page views on LinkedIn are members viewing
members’ profiles
A headhunter’s profile can generate up to 10X
more views than an average member
5B
76%
10X

17. What assets do you have on LinkedIn today?
Your Company Your Employees

19. Add a logo and banner image
Add a Company description
Point out your specialties
Customize a careers page
Grow your follower base
How can your Agency best brand your Company Page?

20. Followers are your brand advocates & viable pool of
candidates
Responsive leadsEngaged talent
pool
78%
Your followers are 78% more
likely to respond to your
headhunter’s InMail
61%
of members are more likely to
share information as a result
of following a company
79%
of members are interested in
updates on job opportunities
from companies they follow
Brand evangelists

21. How can you build your Company follower base?
Status Updates
Employee ProfilesYour Company Page
Targeted Homepage Ads

22. Maximize your Company Page presence
Build your Follower Base
Leverage your Employee Profiles
Key Take-Aways: Building your brand
1
2
3

24. How do you ENGAGE your audience?

25. Nurture your audience with targeted, value-add content
Career Pages
Targeted Media
Content Marketing

26. Bold,
memorable
visuals
with lively colors
Focus on
storytelling
through
testimonials
Arresting copy
that grabs the
reader
Multiple page
versions
highly targeted to
visiting talent
Jobs
Customized to
the audience
Career Pages drive deep candidate and client
engagement
Powerful Video
Content that
engages the
viewer
1

27. Multiple views allow you to give a customized message to
your audience

28. Career Pages help staffing agencies engage the right
audience with the right message
Establish your market expertise and deliver
unique messages for clients, candidates, and
consultants
• Geography
• Function
• Industry
• Seniority
Establish your market expertise and deliver
unique messages for clients, candidates, and
consultants
• Geography
• Function
• Industry
• Seniority

29. 29
Content enhances Job Postings for deeper engagement

30. Tips and tricks for your Career Page
Think visually
Think digitally
Think video
Your Target Audience
Think customized

31. Targeted ads find and engage any audience…2

32. Driving them to your Career Tab where they receive a
customized experience

33. What is Content Marketing?
Any marketing that involves the creation and sharing of media and
publishing content in order to acquire clients or candidates
Content Marketing develops long term relationships
with your audience
3
• Adds value to the industry conversation
• Provides concrete tips and offers unique insights
• Does not aim to directly sell, rather provides free value
• Establishes the publisher as a thought-leader or trusted advisor
Why is it important?

34. Every time you post content, you’re nurturing the
relationship with your followers
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Generate Awareness of Roles
you are Filling
Build a Community of
Target Candidates
Promote News
or Upcoming Events
Establish Thought
Leadership
Build Reputation as a
Consultancy of Choice
Ways to build relationships
with target talent
Member News Feed

35. 35
Sponsored Updates
Reach the entire LinkedIn network
Company Updates
Only reach your pool of followers
With Sponsored Updates you can build the same
kind of relationships with talent outside your followers
313M+
(+2 every sec)
LinkedIn Member
Population
19,000

36. Target with accuracy using advanced filters
Targeting Sponsored Updates Company Updates
Location
Company Size, Industry
Function, Seniority
Company Name
Job Title
School
Skills
Group Membership
Gender
Age
Negative targeting
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37. Build relationships with candidates on
desktop, tablet and mobile
41% of LinkedIn’s
traffic is on a mobile
device
Engagement rates
can be up to 5x
higher on mobile
37

38. Drive quality engagement with the
candidates you need
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Build communities
of top talent
Generate 2-way
dialog with target
candidates

39. Examples of Content Marketing

40. How does it all come together?

41. Client Example: CS Recruiting, LLC
• Transportation and Logistics Headhunters
• Based in Chicago, work on positions across US and Canada
• 10 person shop

42. Client Example: CS Recruiting, LLC
Candidate View Business Development View

43. Client Example: CS Recruiting, LLC
Grew Follower Base by 9,000 in 6 months!

44. Customize your career page for your most important
audience segments
Reach and engage your target audiences with media
Use content marketing to develop relationships with your
audience pools
Key Take-Aways: Engaging your audience
1
2
3

45. Build Engage Recruit
Your followers &
Your brand
Nurture your target
audiences
Do what you do
best

46. Remember to think like a marketer.

47. Thank you!
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