Want more email subscribers? Have you considered paying Facebook to help grow your list? In this article, you’ll discover how to improve the chances that you acquire and keep email subscribers. Why Combine Facebook Ads With an Email Nurture Sequence? No matter what type of online business you run, your email list is the most […]
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive opportunities.
Please visit Marketing Land for the full article.
Source Marketing Land - Internet Marketing News, Strategies & Tips https://ift.tt/3iYyX5s
Want to do more with YouTube? Wondering how to compete with established YouTube channels? To explore how to build a brand on YouTube, I interview Salma Jafri on the Social Media Marketing Podcast. Salma is a video strategist and YouTube coach who specializes in helping other coaches, solopreneurs, and consultants develop their brand with video […]
It's no secret that Google's search engine seeks to surface high-quality content to its users. However, determining exactly what signals "high-quality" to its algorithms can be challenging for marketers. Read the full article at MarketingProfs
It's no secret that Google's search engine seeks to surface high-quality content to its users. However, determining exactly what signals "high-quality" to its algorithms can be challenging for marketers. Read the full article at MarketingProfs
At 706+ million users in 200+ countries, LinkedIn is one of the most used social media platforms for making connections. While it used to be primarily used for recruitment, it’s also now used for sharing content and maintaining professional relationships. It’s also one of the few places where you can repeatedly post about your job search or career wins without annoying your followers.
Despite the shift in usage, it’s still a major network for finding new jobs and job candidates. Recruiters, both fresh and seasoned, can always use a refresh on their LinkedIn recruiting strategy. Here are a few tips for you to up your recruitment game.
1. Update your LinkedIn company profile
How do you want your company to look to potential new hires? While it varies from industry to industry, most would agree that you want to present a professional page that clearly communicates your company’s values, interests and information.
It never hurts to check your company page every now and then to make sure it’s still communicating what you want. If things have changed or there are major updates at the company, then it’s time to refresh your LinkedIn Page. Having a fully filled out profile helps with recruitment efforts, especially if you’re using the network to make new connections.
2. Update your personal profile
Next up, check your current profile to make sure everything is up-to-date, including your current job title. In a brief glance, will a candidate be able to see that you’re a recruiter? When you’re creating your job history, don’t stop with your current one. Add in a few others and also complete the other profile sections. You don’t want to appear as if you were a scam recruiter.
Another overlooked part of a personal profile is your photo. This is not Facebook or Instagram. You want to have either a professional portrait done or have one that clearly shows your face, even when it’s a small avatar icon. Having an updated profile will only enhance your lead generation strategy.
3. Up your LinkedIn marketing game
The company page should not be silent. Beef up your LinkedIn marketing by posting relevant company and industry updates. As a company, you want to establish yourself as an expert in your field so recruits and prospective employees will feel like they’re going into meaningful work.
In addition to frequently posting and engaging, you’ll want to take a look at the Life section of the company profile. This is accessible as a paid feature called LinkedIn Career Pages. This is where you can put more information about working at the company. Everything from department highlights to employee testimonials can live here. In Pinterest’s case, each department has its own tab that highlights its strengths and quickly introduces you to what life is like there.
Marketing and recruitment go hand in hand. Especially in today’s climate where consumers care about the company they purchase from, you want to create a company image that appeals to your ideal candidate. Posting will assist with that. Marketing on LinkedIn isn’t limited to Company Page posts, though. It also includes how you use your personal page.
4. Join relevant groups
If LinkedIn is a major recruitment tool for you, then you need to spend more time on it. That means joining groups that are relevant to you and your job, such as industry-specific groups, alumni groups, local or regional business groups and more. All of these groups are access points for you to post jobs. However, don’t be the person who only posts about job openings. It’s still a social network and you’ll need to be interactive within the groups.
This is also a good time to check in on your industry. Not every industry is on LinkedIn. Some, like information technology and financial services, have a high presence and will be easier to establish connections. If your industry isn’t very active on the network, then you will need to work a little harder to find connections. On the flip side, it’s easier to be a big fish in a small pond than the other way around.
5. Make and maintain important connections
LinkedIn is big on connections. The more connections you have, the better your chances of finding a suitable candidate. LinkedIn makes it easy to find alumni in your field or past and current employees, especially when personal profiles are populated with past companies, skills, schools, and associations.
This being said, you don’t want to be the person who requests to connect with everyone in their field. With each connection, personalize it with how you’ve met or why you want to connect. Take half a minute to look at the profile to make sure your message matches up with the person. It gives your company a bad look if you auto-fill your introductions and it doesn’t make sense.
LinkedIn isn’t only for making connections, it’s also about maintaining them. While a new connection is useful, a nurtured one is even better. Share useful posts in your field of expertise and engage with individual and company posts.
6. Create Job Posts or Job Slots
Creating a job post is free and you have the option to boost it with an advertising budget. This is best for small businesses or those who hire less frequently.
For companies that hire more often, LinkedIn has a paid program called Recruiter where you can post Job Slots that provide you with even more recruitment features. These include helpful items like receiving recommended candidates based on your post criteria, analytics and a dedicated messaging platform.
Within the job post itself, you need to cover the basics of title, description, how to apply and the best way to contact for additional information. But beyond that, you need to stand out. There are over 20 million open jobs on the network right now. You want to attract the most relevant candidates. An easy-to-peruse job and company description will be more digestible to those who browse through dozens of job postings a day.
When sharing job posts onto individual and company networks, treat it like another piece of content. You don’t want to only post the link, you want to add your commentary, quotes or useful information from it.
7. Optimize the keywords
Something that isn’t always considered with job postings is the importance of using the right words. Too much industry jargon limits your possibilities. Even if the job title will be unique like “culture curator,” put the more commonly searched for title in the job posting, whether it’s “music curator,” “horticulture curation” or whichever terms best fit your industry. You can always mention “culture curator” further down in the job description.
If you’re stuck on which job title to settle on, search through the jobs directory to see which ones have the most results.
In addition to the right job title, focus on the skills needed for the position. If you use keywords that are often used in personal profiles, your job posts will show up for the best matched candidates.
8. Encourage employee advocacy
After you’ve made your connections with past and current employees, it’s time to encourage activity on their profiles. Recruiters shouldn’t be the only ones posting about the company or job openings on a personal profile. The more employees share about their achievements and life at the company, the more brand awareness is generated.
To make it easy for employees to share news, use an internal bulletin or newsletter with easy-to-share tidbits. This can range from big company achievements to individual employee spotlights. Include links, graphics, sample copy and encourage employees to share with their networks. The power of personal stories through employee advocacy shouldn’t be overlooked when attracting prospective candidates.
9. Use InMail with care
If you’ve been on the network long enough, you’ve likely received a request for connection or InMail message from someone you’ve never met and only tangentially related to your industry. Don’t be that person.
Messaging or using InMail should be used with care for candidates that you really want to recruit. Add in some sentences that are personalized to their profile, skills and what they’re looking for so you can stand out in their inbox.
10. Consider paid advertising
If you want to get in front of a lot of peoples’ eyes, you’ll need to consider paid advertisement. There are a variety of LinkedIn ads that could be useful to recruitment efforts. You can add advertising to an existing job post, pay for InMail, create a Lead Gen Forms and create a conversion goal for job applicants, just to name a few.
If you do decide on paid advertising, make sure you’ve already taken a look at our other tips. A job post ad won’t be as effective with a half-filled company page or poorly created job post.
In addition to selecting the correct objective, you’ll also need to set up the right ad audience. Much like other social networks, LinkedIn provides you with target audience options, helping you advertise jobs to the most relevant people.
11. Research LinkedIn Talent Solutions
While many of the above tips are free to execute, this one is not. LinkedIn has a slew of options for recruiters that are willing to pay for more features. Called Talent Solutions, there are options for you in every step of the recruiting process. If you manage a high number of openings or candidates, this may be the best solution for you.
LinkedIn Recruiter is a tool that surfaces the best candidates for you, helps you manage them and provides you with relevant analytics to improve your efforts.
Conclusion
LinkedIn provides a number of useful tools, both free and paid, for recruiters to connect with the best candidates. A mix of marketing, profile updates and optimization and continual engagement on the network will help enhance any company’s recruiting efforts. Because new features are constantly being released, follow along LinkedIn’s own page on recruiting and learn more about how to incorporate employee advocacy into your LinkedIn recruiting strategy.
Going live on social media requires a lot of prep work and for many people can be incredibly nerve wracking and stressful. This means you want to get way more out of your livestream than a single 15- or 30-minute session.
This is why it’s a great idea to repurpose your livestream and use it to create tons of other types of online content that can help you meet your marketing goals throughout a campaign or quarter.
Let’s dive into how you can repurpose your next livestream and get more from your content.
1. Post your livestream to other platforms
If you hosted a livestream on Facebook Live, save the video to your phone or computer–depending on the device you used for your livestream–and then upload it to promote it across other platforms.
You can easily upload that video to your YouTube channel, share with your followers on Twitter, etc.
This can help you to reach an even larger audience with your content because you might have followers on other platforms that aren’t on Facebook.
Plus all you have to do to increase the reach of this content is download the already made video and upload it to a different platform. This won’t take up time and resources with a lot of additional editing or post-production.
2. Trim clips to share on Instagram
Use video editing software or an online trimming tool to help you shave down important tidbits from your original livestream to share on Instagram Stories or add to your profile highlights.
Be sure to find the best 10-15 second quotable video clips that you can share with your Instagram audience and add text captions and other decorative elements using the features available in the Instagram Stories creator.
Text captions are perfect for explaining your main point for viewers who are watching your stories without sound and other decorative elements like stickers, GIFs or even interactive options like polls can be fun for your audience and tie into your existing visual branding.
Here’s a great example of what this could look like with just a couple of elements added in to make your video clip more engaging.
3. Grab screenshots to share teasers on social media
Did you showcase an upcoming product or service launch? Share something exciting for your customers? Use that to your advantage to make anyone who might have missed the broadcast feel a bit of FOMO.
Take screenshots of these enticing sections of your livestream and share them on social media to tease your past live video. You can then share the link to watch the full video, generating even more views and customer engagement long after you’ve finished up broadcasting.
4. Embed your livestream in a blog post
If you went live on Facebook or YouTube, you’re able to grab an embed code for that post and share it on your blog or website. If you were livestreaming an educational topic, this can be a great way to use that content to reach a larger audience.
Create a blog post surrounding the same topic you used in your livestream by sharing more information, linking to related blog posts and resources or even simply transcribing your live video.
This allows your blog readers to decide whether they’d prefer to read the content or watch your video to consume your information. Providing videos for further engagement in your blog content is always a good way to vary your content mix, and this gives you the perfect opportunity to repurpose your livestream.
5. Create branded quote graphics with snippets from your livestream
Branded quote graphics can be a great visual strategy for your Instagram or Pinterest content, and what better way to gather quotes than from your direct quotes in live videos?
Use a graphic design tool to incorporate your brand colors and fonts into a visually appealing quote graphic that you can share on social media and engage your audience with your tips and advice even further.
Take a look at an example of what this could look like for your brand.
You can easily use Sprout Social’s publishing features to help spread out your quote graphics strategically and create a pattern in your Instagram grid.
6. Tweet quotes from your livestream
Twitter is one of the only platforms where you don’t necessarily need to add a photo, link or video to your content in order to generate engagement.
You’ll see Sprout Social’s Twitter using this strategy often, like you see here in this tweet.
This means you can easily tweet quotes from your livestream either with or without quote graphics and still reach a wide enough audience to share your knowledge.
Use Twitter hashtags like #quote or #qotd to reach even more potential followers and customers.
7. Turn your livestream into a podcast episode
If your brand hosts a podcast, you can easily get a new episode simply by repurposing the audio from your livestream. Add in your podcast intro, make a few tweaks to edit out any unnecessary sections – like Q&A from your live video that might not make sense to your podcast listeners – and upload to your podcast host.
Then you can do all of your regular promotion and marketing for the new episode, while reducing the work on your part for the podcast creation.
8. Share your livestream in an email
Use your livestream content in your next email newsletter. Whether you send weekly or monthly newsletters, this is the perfect way to further promote your live video and have a quick and easy topic to center your email content around.
If you had a lead generation component to your livestream, such as collecting contact info for reminders before the event, this is a great way to re-engage with the livestream recording and even additional related content.
If you’ve uploaded your live video to YouTube, you can embed it in your email, or you can take a screenshot or create a cover graphic and let your audience click to view your video.
Be sure to make your email copy as enticing as possible to maximize clicks to your video.
9. Turn clips into GIFs
Have some fun with your content and create some reaction GIFs based off of funny moments from your livestream. You can then use these throughout your social media content strategy to engage your audience and reinforce your brand voice.
There are several online tools that can help you to create your own GIFs and store them in your social content arsenal, such as Sprout’s Asset Library, for sharing when they’re relevant.
Find some of your best moments throughout, whether it’s the perfect reaction or it’s a quick tidbit of infinite knowledge that you can regularly share online.
Be sure that your GIFs have some form of captions or text since these types of moving image files have no sound. This is also a great way to highlight any notable quotes from the event.
10. Create a mash-up of the best clips
Another great way to repurpose your livestream is to drop it into a video editing software and pull out all of your best clips. This can make your video even more digestible and shareable since you’re able to go back and take out all of the fluff and conversational aspects that go on during a live stream and turn it into a video jam packed with valuable content.
You can then go back through nearly all of the points here to re-share this new mash-up of your original live video.
Additionally, you can go back through your livestream and create a mash-up of all your flubs, um’s, uh’s and any times you may have stumbled over your words to create a fun blooper video to share with your audience.
That’s the whole point of live broadcasting anyway! It’s about as real as it gets, and showing your audience that you, too, make mistakes can help your brand feel more human and authentic.
Repurpose your livestream today
Don’t hesitate to go live on your brand’s social media profiles. Not only is it a great way to connect with your audience, but there are so many other pieces of content that you can get just from one single live video. Never wonder what to do after your livestream again – simply walk through this checklist and start repurposing your video to easily fill out your social calendar.
Plus, audiences are eager to see more live video on social. In the Sprout Index XVI: Above and Beyond, we asked consumers what trends they want to see more of in 2020. 40% wanted more live video, so use these tips to increase the return on your live streaming efforts.
.
