The Team. Richard Rowe, Director. Sean Withford, Director

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2 The Team Sean Withford, Director One of the founding employees of LinkedIn Australia. 6 years at LinkedIn designing and executing digital strategies for 1,000+ recruitment agencies across APAC. Previously worked with Hays for 6 years progressing from Consulting into Management. Started career with global ad agency working on Microsoft, MasterCard, Coca Cola and other brands. Richard Rowe, Director 10+ years at Michael Page in digital marketing, last 3 years as Global Digital Director. Responsible for the design, development, delivery and results of the digital marketing strategy for Michael Page across 3 brands, 34 countries and 60+ websites. Ran global digital teams of 30+ marketing specialists including content, design, website, SEO, social, paid traffic, and more.

3 Clicks Are Nice. Customers Are Better.

4 What you are going to learn 1. How brand awareness works and why it doesn t 2. Why you need to build for one and scale to many 3. Why content is hard now 4. If content is king, then distribution is queen 5. and paid traffic to content with intent is marketing s fastest path to ROI 6. Find what works and amplify it 7. Social media is largely pay-to-play now for any effective awareness 8. ROI is only achieved with sales and marketing alignment 9. Direct response copywriting is a skill your recruiters MUST have

5 Broad awareness strategies can be effective - if you have broad distribution, long timeframes, and deep pockets

6 This is why your branding & awareness didn t work Your addressable market Approached Awareness Open to opportunities

7 Bullseye Your addressable market Awareness Approached Open to opportunities

8 Build For One, Scale To Many

9 Meet Jane Jane is your ideal candidate Jane s busy being successful. She isn t browsing job boards. She didn t return your voic , or the follow up . BUT Jane might move for something great most people will. How do we get in front of Jane? I ll tell you what won t work:- Posting stuff on your LinkedIn Company Page that Jane doesn t follow Posting a weekly blog on your website - that Jane doesn t read Writing 7 tips to dressing for success at your next interview and posting it anywhere ing Jane lists of This weeks hot jobs

10 Goals & Values Age: 34 Challenges & Pain Points Competitive in nature. Tends to be poised. Finds enjoyment in the intellectual stimulation and the level of prestige involved in Law. Can enjoy helping others. Likes being right. Aims to provide favourable outcomes for clients. Wants promotion, $$$ and a good internal reputation. Sources Of Information Gender: Male & Female Marital Status: Single Kids: 0 Location: Sydney, Melbourne Salary: $150k + Judge Jane Long billable hours, tedious work, performing to high expectations. Wants to be more efficient to attain better work/life balance Dislikes repetitive work. Not a lot of measured feedback. Objections in changing roles Law Weekly, tends to pay attention to business literature rather than legal news, AFR etc. Referencing partners at big firms. Information is based on extensive experience within the role rather than actively seeking out new career resources Blogs, industry publications etc. Quote: The competition in my field is fierce but I enjoy the challenge. It motivates me and allows me to utilize my skills. The hours can be long and tedious but the pay packet is worth it and if I work efficiently I can maintain a good work/life balance Occupation: Legal Education: Law Degree Risk & uncertainty of moving to a different business where the opportunity is unknown and would have to rebuild reputation. Long established social relationships within the current employer that are valued. Don t want to deal with recruiters as they re looked down upon.

11 Effective Marketing Led Customer Acquisition Audience Bait Conversation Conversion Paid Traffic Retargeting Website Social media SEO Content (White paper, resource) Quiz Webinar Event Offer Video Marketing automation Face to Face Phone InMail Client Meeting Candidate Register Client Job Candidate Apply

12 We may have reached peak content

13 We ve reached peak content Publish & Pray Most blogs are unresearched and not backed with any research or data I ve got a cool idea for a blog! Noisy Market You are being told to blog more to get stand out just like everybody else. You aren t competing against other recruiters. You are competing against every brand that wants your prospects attention. Lightweight 400 word 7 tips to dress for success at your next interview are both prolific and generic Weak Distribution Most articles are posted onto corporate blogs to the accompanying sound of crickets.

14 We ve reached peak content 1 in 10 shot 1 in 10 content assets are compounding, meaning that their organic search increases over time Pareto Principle at work Compounding content makes up less than 10% of posts while generating over 40% of all traffic. 6x More Effective Over its lifetime, a compounding content will generate 6x more traffic than a decaying post In depth Long form articles of words a significantly more likely to become compounding assets Source:

15 Producing best-in-class content Hunt The Giants Take a science based approach to finding the top performing content in your industry vertical using data insight tools Stand On Their Shoulders Build upon top performing content to create best in industry assets Promote It To The Right People Directly contact sharers, industry influencers, relevant groups and forums, to promote shares and backlinks Turn leads into conversations Collect contact details and then follow up leads by a combination of marketing automation and direct outreach by the consultants

16 Deep Dive- Hays top performing content

17 If content is king, then distribution is queen and she wears the pants in the relationship

18 Sneak peek into our content distribution strategy

19 and paid traffic to content with intent are marketing s most effective path to lead generation

20 Example: Should you start looking for a new job quiz?

21 Find what works and amplify it

22 Amplifying what works a hypothetical funnel with $1000 ad spend Content Asset Landing Page Before Your Next Hire: Creating A Compelling Position Description That Actually Sells The Job Ideal Position Description Template Landing Page [LANDING PAGE] CPC $10 = 100 clicks 50% conversion = 50 leads Combined Follow Up Hiring? [ ] / [CALL] 15% lead converting into job = 7 jobs on Job on Job On 30% fill rate = 2 jobs filled Job filled Job Filled Average Fee of $18K = $36K return on $1K ad spend

23 The ROI is the follow up

24 The ROI is in the follow up

25 Social media is largely pay-to-play now for any effective awareness

26 Inside the dashboard of a client that were in the top 5 for LinkedIn s most socially engaged awards Note: Award winning agencies get 2-3% engagement in their social posts if you have followers this equates to maybe clicks & shares (including well meaning friends, and all of your team)

27 ROI is only achieved with sales and marketing alignment

28 Why the campaign didn t show ROI at the end Your addressable market Engaged leads Your Consultant activity

29 Achieving sales and marketing alignment Do content they are actually proud to share ROI won t happen if your consultant s aren t actively following up the leads Engage the consultant s with both the marketing strategy and the content Outline the benefits of the marketing, show them outgoing campaigns, and pre-write text they can use when sharing the content AND approaching the leads generated Show them the process the lead has gone through to be classified to help them understand the journey and opportunity

30 Copywriting is a fundamental skill for recruiters

31 Copywriting is a fundamental skill for recruiters Effective job ads, InMails, follow ups, candidate approaches via /inmail, job ers, and personal brand development are all dependent on the skill of persuasive direct response copywriting Rich & I hosted 20 Consultants at a full day copywriting intensive workshop in Sydney a week ago really well received by the consultants Sean has completed several copywriting certifications and Rich ran the ad writing training at Michael Page for several years and split-tested to find the best formula for ads

32 Recap

33 This is why your branding & awareness didn t work Your addressable market Approached Awareness Open to opportunities

34 Effective Marketing Led Customer Acquisition Audience Bait Conversation Conversion Paid Traffic Retargeting Website Social media SEO Content (White paper, resource) Quiz Webinar Event Offer Video Marketing automation Face to Face Phone InMail Client Meeting Candidate Register Client Job Candidate Apply

35 What you learned 1. How brand awareness works and why it doesn t 2. Why you need to build for one and scale to many 3. Why content is hard now 4. If content is king, then distribution is queen 5. and paid traffic to content with intent is marketing s fastest path to ROI 6. Find what works and amplify it 7. Social media is largely pay-to-play now for any effective awareness 8. ROI is only achieved with sales and marketing alignment 9. Direct response copywriting is a skill your recruiters MUST have

36 The Team Sean Withford, Director Richard Rowe, Director Free 1hr marketing strategy review session all interested Captains Table attendees (Usually priced at $500)

37 Questions?

38 Hunt The Giants - Leading & Motivating Teams

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41 Leading Teams Giants - BuzzSumo research Title Link Total Shares Delegation: The Key To Leading Dream Teams 29K Critical Things You Must Know Before Leading Teams 2.7K Beauty Boss: How Sephora CEO Calvin McDonald Leads Trends, Teams, And Triathalongs 2.7K Leading Your Team Is The Most Important Part Of Your Role 1.3K How to deal with the emotional fallout of leading your teams through change 2.1K The Key Management Skill For The 21st Century: Leading Remote Teams 3.3K Key Principles That Lead To High Performing Engineering Teams K 5 Tips On Leading Cross Cultural Teams 2.7K

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43 Deep Dive- Hays top performing content

44 Pinterest - Motivating Teams