A one-minute video from someone in your team carries a lot more weight than 10 minutes to post some generic, third party content on a social media platform
Steve: With the huge amount of content being created, is it possible to be original any more?
Abigail: Yes, certainly, I just think you need to be a little bit more innovative… people who are making predictions, people who have lived and breathed in the recruitment space for a long time and can foresee trends coming. You don’t need to post the same old social media content, or job predictions, but create valuable content that is shareable and people actually want to read.
Steve: As a marketing expert – what tips would you give to identify what people want to read?
Abigail: It all comes down to market research: “Who do you want to speak to?” Whether it be the candidate you’re looking to source, consultants to bring to your agency or building B2B relationships with fellow agencies.
Steve: What about online tools? Anything you would suggest beyond obvious key word analytics?
Abigail: Regards to tools, we steer clear of automation stuff – Hoot Suite for example, we don’t really do stuff like that, we find it only gives way to a lack of productivity. If you’re scheduling all your posts for one week, you’re not really living and breathing the industry that day, which I think results in a lack of creativity. So with regards to tools, anything that makes life easier without crushing creativity would be my tip.
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Steve: So you’d focus more on live, media feeds?
Abigail: Yes. There’s a lot of weight given to video this year. I think a one-minute video from someone in your team carries a lot more weight than 10 minutes to post some generic, third party content on a social media platform.
Steve: What would you suggest as a delivery mechanism? Facebook Live? Twitter Periscope?
Abigail: Twitter Periscope. LinkedIn are building some cool new features going forward. I think Snapchat’s really great for business – a lot of businesses aren’t utilizing Snapchat, but they should be. It’s great for brand awareness.
Steve: But Snapchat is more B2C than B2B?
Abigail: Yes. With regards to B2B, YouTube works well. And what we find works really well is embedding video inside an indepth blog post or thought leadership piece – it gives your website more weight and is digested well with the reader.