Recruiting Animal

What Is Content Marketing?

 

More here: Matt Charney On Content Marketing

Matt Charney, The King of Content Marketing

On August 5, 2015, Matt Charney was the guest on The Recruiting Animal Show.

It got off to a bad start. I was ready to call in on Skype when I discovered that BlogTalkRadio doesn't offer a direct connection via Skype anymore. You have to use their DirectConnect service.

It hadn't been that good in the past but maybe it improved so I was ready to use it but the site told me that I should switch to Firefox or Chrome if I wanted a good sound.

Now, I use the Pale Moon browser which is Firefox tweaked for Windows but I thought that maybe it wouldn't be recognized as Firefox so I opened a new browser and logged in there without logging out on Pale Moon.

Unfortunately, DirectConnect wouldn't let me in. It kept processing me and processing me until I gave up and tried to call in to the host phone number using Skype. But I kept getting a busy signal.

I was a bit frantic by then because BlogTalkRadio was telling me that the show had already started so I called in on the phone but maybe it hadn't started. I don't know. Anyway, I didn't have time to review my intro before the show started so it might seem a bit stilted. It's about building rapport with candidates and clients based on this article by Scott Morefield in StaffingTalk.

That's not the end the technical problems, of course. Matt Charney apparently tried to connect via Skype as well and when he couldn't he decided to call in on his mobile phone and his sound was really, really bad. I wasn't the only one complaining this time; others did too so you know it was true. I had to go over the recording after the show and amplify every single thing he said. The sound's not great but at least, now, you can hear him. Jim Durbin had a bad connection, too, so I amplified everything he said, as well.

Enough, you're saying; why do I have to hear about this stuff? Well, let me tell you, when you can't hear what the other guy is saying it affects the conversation. Even if you can kind of hear him, your mind is focused on making out what he says instead of being free to think about what he's saying.

Now, to the subject. I planned the show around Matt's ebook about content marketing. It's a free 35 page pdf and I thought it was pretty good. One of our longest conversations was about sending candidates content at every stage of the hiring process. I thought from what he said in the book that there was more to it than there is.

The thing I found most interesting was Matt's announcement that Glassdoor is spending millions on Google keywords. He also told us about a new job description tool called Textio.com.

Matt referred people to Hubspot's resource library to get information about Inbound Marketing. He said that the process has already been perfected and adapts perfectly to the ongoing supply of information to candidates during the hiring process. Matty also wrote a little ebook on Inbound Marketing himself.

I saw after the show that Derek Zeller had been complaining throughout that I would not unmute him but, in fact, I opened every line that called in and, somehow, Jim Durbin, Alejandro Guzman Acha, Michael Cox and Alan Fluhrer managed to get through. I think Derek was just eager to plug his masterpiece posting which Matty referred to. You can find it here. 

With all of those things going wrong, the show was a bit of a mess. Plus, Matt hinted that I waste a lot of time with my monologue and the singing and banter at the start of the show. So, I've solved that problem. I managed to extract a fair number of clips from the wreck and you can access each one individually here.

Animal Intro - Building Rapport - 3:30 min

Animal expresses concern - 10 sec

Matt Charney - Recruiters Are Dumb - 40 sec

Animal complains about sound - 6 sec

Matt Charney - The Source of My Snark - 1 min

Matt Charney - What is Content Marketing - 1:45 min

Matt Charney - The Power of Content Marketing - 1 min

Matt Charney - Do people hate you - 1 min

Matt Charney - Boolean Strings - 1 min

Matt Charney - Numbered List Blog Titles - 20 sec

Jim Durbin - Numbered List Blog Titles - 45 sec

Matt Charney - High Quality Content - 1:45 min

Matt Charney - Deliver Content Throughout The Hiring Process - 7:30 min

Matt Charney - Best Conference Tweeter - 30 sec

Matt Charney - Textio - 1:25 min

Matt Charney - Using Fear as a Hook - 45 sec

Matt Charney - Getting Referrals - 4:30 min

Matt Charney - Candidate Satisfaction vs Experience - 1 min

Matt Charney - Video - 1:45 min

Matt Charney and Animal Tussle - 25 sec

Matt Charney - Job Tweets - 30 sec

Matt Charney - Automated Tweets - 15 sec

Matt Charney - Linkedin Pulse - 1:45 min

Matt Charney - Job Descriptions - 2:20 min

Matt Charney - Glassdoor - 1:25 min

Matt Charney - Full Show - 60 min

 

 

 

 

 

Corporate Recruiting Should Be More Like Marketing

From: Daniel Chait (edited)

When you look at people in marketing, you see that they experiment.

They buy a bunch adwords. They bid on them down to the penny.  They track results and double down on the ones that are working.

You A/B test your headlines. You get hubspot to test your landing pages and see which ones convert.

You experiment and then the things that work you do more of.

But when is the last time you heard of someone A/B testing a campaign for a job ad? Or measuring their agencies or their referral programs?

We want to bring more of that automated marketing mentality to recruiting.

 

 

EMAIL MARKETING BY A RECRUITER

I received this via email. I do not know the company:

Howard Lee and Associates is sought out by leaders in Software Sales who recognize the need to attract the industry's best Software Sales Representatives, Software Sales Managers, Vice Presidents of Sales, Pre and Post Sales Respresentatives and Functional Consultants.

Through Howard Lee and Associates' extensive network of relationships and their "deep dive" qualification process, they are able to identify and secure individuals who represent the top tier of software professionals. To discover how this process can benefit your organization, simply reply to this email or call Steve at 714.368.7770 ext. 106.

Dot com is Better Than .ca

@animal I know, but still.

— Karen Siwak (@ResumeStrategy) August 27, 2012

@animal Shut up.

— Karen Siwak (@ResumeStrategy) August 27, 2012

Stories Make You Gullible

From: Fast Company - Jonathan Gottschall (highly edited)

Fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence.

Psychologists Melanie Green and Tim Brock argue that entering fictional worlds “radically alters the way information is processed.”

Their studies show that the more absorbed readers are in a story, the more the story changes them.

Highly absorbed readers also detected significantly fewer “false notes” in stories--inaccuracies, missteps--than less transported readers.

It is not just that highly absorbed readers detected the false notes and didn’t care about them (as when we watch a pleasurably idiotic action film). They were unable to detect the false notes in the first place.

When we read dry, factual arguments, we are critical and skeptical. But when we are absorbed in a story we drop our guard. We are moved emotionally and this seems to leave us defenseless.

Inotherwords, a story is a Trojan Horse. What you can't get in battle can be had by guile and a story is a trick for sneaking a message into the mind.

 

Pick Your Market Wisely

From: GlobalPost - Google scared this 27-year-old entrepreneur - Matt Lynley March 28, 2012 (edited)

Aaron Lavie, CEO of Box:

In 2004, there were no adequate sharing and storage solutions on the web.

That's why we started Box. It was meant for all use cases and completely all purpose.

It was meant to serve everything from a student to a consumer and for enterprise. We launched the company, we started to get traction.

And then the industry and the market changed.

Rumours of Google Drive started to pop up. It had just been rumored but we realized that these bigger companies could subsidize online storage for consumers to the point it would be free.

That makes sense. If Apple is selling devices, having information stored online makes it easier to sell devices to access it.

With all this competition in the consumer space, it was going to be too difficult for us to differentiate.

But in the enterprise space, competition and customers are sort of defined a little more differently.

There is a much deeper value for innovative solutions, a much larger budget for innovative solutions.

Enterprises want more agnostic systems that work across all platforms and we frankly thought we could build a better collaboration and content management offering.

So we decided to focus our entire company, all our marketing and sales, on the enterprise space.

Even if Google hadn't been getting into online storage, we would have gone into enterprise around the same time anyway.

The market sizes are dramatically different, consumers spend a fraction of a fraction of enterprise spending on software.

If you think about the spend difference and the size of market difference, then enterprise is a really attractive market.

 

Ravi Konda - Marketing Email

I get a lot of poorly written junk mail from Indian recruiters. The author is always a total stranger but invariably begins the letter with a how are you old pal greeting as if he knows me.

This phoniness pisses me off so I started posting this garbage on my blog for everyone to see and today I got a comment from one of the culprits asking me to take the posting down.

can you please delete this post as its got my personal info as my cell phone number!

What a laugh. He can send his trash here there and everywhere like a dog marking trees then claim that he doesn't want his contact info made public. Does that make sense?

Seth Godin and Tribal Marketing

Source: From Gaping Void, Interview With Seth Godin

Update: Seth Godin answers my question in the comments.

I like Seth Godin. But when I read point number one in this interview, I had to wonder if I was dumb.

He claims to be saying something radical but it seems to be a confusing restatement of the most basic business principle: If you provide a product to a market that wants it you are going to be successful.

Or is he saying that if you want to really be successful you should create a product that can become a cult brand for people who are not going to be mere customers but enthusiastic fans who long to rub shoulders with members of a product-oriented clan.

What I'm calling a fan club, he calls a tribe. And someone who wants to sell to a group with very specific tastes, can't worry about trying to please everybody. The decision to turn away from that which is broadly appealing (and therefore bland), he calls leadership.

His examples: Barack Obama, Adrianna Huffington and Harley Davidson.

Harley D is a famous cult brand. But should all motorcycle companies aim at the same kind of appeal, is that what he's saying?

Obama's popularity is simple pop stardom which at times can resemble messianism. In 1968, the new Canadian prime minister, Pierre Trudeau, had a fan base resembling that of The Beatles. But once he started governing, it didn't last very long.

The Huffington Post is something I haven't figured out. I thought that the needs it aimed to meet were already being served by an endless number of blogs. What does it offer that is unique? Its size?

How does this apply to recruiting? He's telling you to become a cult brand for a niche.

And in case you're thinking of writing a blog to attract your niche, Seth's ideal posts are as short as they can possibly be.

Animal Show Sept 24 NOON Eastern Time

08.09.24: LISTEN HERE

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