Why is recruitment marketing one of the most creative applications of content marketing?
As we claw out of recession, a now-searing job market has been flipped in the pan. Those with experience and marketable skills are finding they now constitute choosers as opposed to the beggars of years previous. Although there is still plenty of competition, skilled graduates now have scope to play hard-to-get with recruiters. This is why I think, that one the most competitive applications of creative content marketing right now is in recruitment.
So, what’s the return on investment (ROI) for a recruitment areerontent strategy? You could say that staff retention and productivity are obviously measurable vectors, and on a macro-economic scale, ones that go hand-in-hand with our needs as a nation.
Skill shortages and Graduate needs
Findings by the Organisation for Economic Co-operation and Development (OECD) published last…
Increasing your reach by getting off your B2B blog and writing for others
The benefits of business blogging and personal blogging are well-known in terms of improving search visibility, delivering traffic and raising your profile but often it is hard to get audiences to come back to a blog on a business web site and engage.
A standard approach most business bloggers adopt is to seed blog content around the web - tapping into social media platforms, websites, groups, hubs and communities - with the goal of getting people to click the link and return to the website to take action.
Blogging, in this sense is, a very worthwhile activity. But it also a little bit spammy and has to be managed carefully to avoid coming across as being self-absorbed.
As most companies are blogging in order to improve visibility, stimulate greater website traffic and foster deeper engagement - a more inclusive blogging distribution strategy is…
Making the Internet human again
By 2020, the amount of digital data detailing just about every aspect of our lives will exceed 40 zettabytes. To put that figure into perspective, 40 zettabytes is 40 trillion gigabytes. (Estimated to be the equivalent of all the grains of sand on all the beaches on earth.)
Little wonder therefore, that a child will grow up finding the notion of total privacy as foreign as blue bags of salt in crisp packets, or bottles of Tipp-Ex. People from all stratas of society in our high-tech dystopian world are resigned to the fact that details of their personal lives are increasingly being left to the stewardship of an ever-decreasing circle of power-brands.
In this pseudo-Orwellian world, Data Scientists have reassigned the 20th Century title of ‘Mad Men’ to ‘Maths Men’ (poignantly pointing to the fine-line between intellect and insanity).
Former giants of creative advertising like David Ogilvy would, no doubt find…
An example of the growing importance of online influencer outreach in marketing today
Whether you diligently follow the fashion world or just check out magazine covers when you’re standing in line at Target, you’ll probably notice something subtly out of character about the March 2015 cover of Marie Claire.
The Italian cover girl isn’t a model, an actress, or even a celebrity. She’s a fashion blogger with a firm grip on the interests of fashion fans around the world. And she’s one of many reasons you should be looking into the role that digital influencers can play in your marketing strategy.
Digital Influence is changing
Leveraging fashion influencers is a great example of a shift in the world of marketing. True influence is no longer about paid celebrity product endorsements in film, television, and print. It’s about genuine, personal recommendations from…
New research helps understand consumer attitudes and behaviour by socio-economic personas/categories
Do you know to what extent customers are empowered to shop online and if they are ready to engage with you? GfK was commissioned by the UK Department for Business, Innovation and Skills (BIS) to research different behaviours amongst online shoppers. They have just published this in-depth research into this area, to help business growth by understanding the range of online customer segments they should appeal to.
GfK took a representative sample of the UK population, interviewing over 6,000 consumers, to find out how consumers shop, individual motivations and attitudes, highlighting differences by socio-economic background. The report segments consumers into 5 groups:
5 Segments of Consumers for online buying decision-making
Who do these customer segments represent?
Constrained Strugglers: Less empowered group with an average age of 45 years and highest mix of ethnic background. Tend to…
Our round-up of examples of who is using Twitter's Periscope video streaming so far
Since Twitter launched the Periscope app in March, we've been discussing its potential and early use in this discussion on our LinkedIn group. We're still working it out, so were interested to hear members' views on how it could be used and ask if it's going to be a fad, perhaps like Twitter Vine - was that a fad?, or a more significant marketing tool.
I think it's fair to say there are mixed views; scepticism that it's not professional video streaming and will lead to clips of tea making and mundane tasks through to marketing opportunities for professional video service companies to step-in and show how it should be done! Others are excited about the benefits of live streaming for behind the scene stories with fashion brands and…
3 tips for getting into the hands and pockets of mobile users in Australia
Australia has one of the highest penetrations of smartphones and tablets in the world at 81% and 50%+ respectively according to the Deloitte: Australian Media Use and Preferences August 2014, that's higher than our cousins in the US, Canada and even just across the gap in New Zealand. This is also backed up by the Australian Communications and Media Authority (ACMA): Tablets, Love at first swipe research.
When the iPhone was originally launched, the Australian Trade Practices Act deemed it uncompetitive to launch on only one carrier and as a result of a multi-carrier launch we have an exceptionally heavy dominance of iPhones. This device ubiquity is a significant opportunity for marketers to capitalise on and unique amongst global markets.
So, if the average Australian is no more than arms reach from their mobile phone for more than 14 hours per…
Insights and examples of how the top 500 UK and US corporates integrating social media into their corporate comms strategy
This extensive research from Investis is positioned as one of the first reports to showcase how large companies in the UK and US are using social media specifically for corporate communications. We're recommending it to readers since it provides case studies and visual examples of how these public corporates are using the 8 main social media channels (LinkedIn, Facebook, Twitter, Google+, YouTube, Flickr, Slideshare and Pinterest), for corporate communications. Companies are scored to an index and the top 100 companies are ranked, with exploratory comments on best practice tactics.
It shows that there has been a rise in the FTSE 100 companies linking their corporate websites to social media from 35% three years ago to 72% today, and a rise of US SEP 100 linked companies from 61% to 89%.
There are some interesting…
Balancing the 4 ways to use LinkedIn for Business
A blurring of the lines is taking place - where once there was clarity, confusion now reigns; uncertainty has replaced certainty and as we sit in front of our online devices, we pause, concerned that our next press of the key may present us with a problem, a problem that sees us potentially offending the very people we want to do business with!
LinkedIn is evolving and unless you evolve with it, you may well end up damaging your brand reputation and your business will suffer.
Ok, this may present a slightly over the top view of the challenge I want to talk about, but please hear me out.
With more than 300 million people registered as members of LinkedIn, it's unsurprising that some will, on occasions, get the…
Are you making the most of mobile advertising opportunities?
Given the growing use of smartphones it's probably no surprise that marketers expenditure on mobile marketing spend will continue to rise over the next 4 years. So many businesses are clearly embracing these advertising opportunities to connect with new and existing customers in this way.
New research from EMarketer shows the recent growth and forward to 2019.
Mobile ad spend is due to increase by 60% this year and will reach a 'tipping point' in 2016 when mobile ad spend exceeds spend on desktop ad formats begging the question 'How much of our investment in communications is aimed at reaching consumers on mobile devices?
It's expected that the US and China will show immediate short-term growth as Germany, UK and Japan's mobile spending will increase…
