“What’s The ROI Of Personal Branding?” You Called Me. That’s The ROI.

The most common question I get from people who want to build a personal brand is, “What’s the ROI?”

They think about personal branding like they do programmatic advertising.

People want to know that if they put some amount of effort in, they’re going to get something more valuable in return.

If they spend X, they want X+Y back.

If a client spends $3,500 per month, how long until that starts to earn them $7,000 per month?

This is the worst way to think about the ROI of personal branding.

It assumes that the value can be measured the same way a Facebook ad tracks conversion costs—and it can’t.

When someone emails me about consulting, or being a Digital Press client, they always ask, “So what’s the ROI? What can I expect in return?”

Do you know what my answer is?

“You called me. That’s the ROI.”

People don’t follow ads. People don’t follow press releases or features. People don’t follow agendas.

Most of all, people don’t follow people who don’t give them something valuable.

What creates a personal brand, and what ultimately positions you as an authority in your space, is the consistent act of sharing what you know.

When you share what you know on the Internet, when you share your expertise and focus on providing value, you position yourself as someone worth knowing.

When you become someone worth knowing, here’s the sort of ROI you can expect to see in return:

  • People seek you out, instead of you having to go find deals, clients, and partners.
  • Talented individuals reach out because what you share speaks to them, and they want to work with you and for you.
  • You are invited and given the opportunity to speak and share what you know at events, conferences, masterminds, and meetups—because your content online represents what you would bring to those sorts of experiences.
  • Investors see you (the founder) as forward thinking, as someone confident about the knowledge you possess in your space.
  • If you’re an investor, entrepreneurs already extract so much value from what you share, they reach out to you to be an investor (and advisor) in their project.
  • Your company’s message comes across as human, relatable, and real, because it is coming from the founder, the CEO, the leadership team.
  • Publications, blogs, and columnists reach out wanting to hear your perspective on what’s happening in your industry.
  • People know who you are, without you having to say it.

These are all things founders, CEOs, executives, investors, venture capitalists, serial entrepreneurs, speakers, and authors want.

Unfortunately, people spend their money trying to shortcut the process.

They pay a PR firm to get them a logo that says, “I’ve been featured in a major publication!”

They pay a digital marketing agency to run Facebook ads plastering their CEOs face (and subsequent sales page) all over your feed.

They pay for short-sighted solutions: “If I spend X, I’ll get X+Y back.”

The problem is, a press feature doesn’t give you an audience. And ads don’t build trust.

In order to reap the benefits of a personal brand, or building your company’s leadership team into thought leaders, you cannot shortcut the process.

You can’t buy your way to the top. And you can’t expect short-sighted solutions to yield you long-term results.

Do you want to know how much money I’ve spent on ads for my own personal brand?

No paid press. No Facebook ads. No Instagram ads. No influencer marketing campaigns. Nothing.

And I’ve had tens of millions of views on my content.

The only thing I’ve done is take what I know and share it via written content online.

I’ll even give you the magic formula:

What Question Am I Trying To Answer?

x

What Personal Story Can I Share That Reveals How I Learned That Answer For Myself?

This is the golden intersection.

What Question is your target audience wrestling with? And how can you answer their Question in a way that reveals your own personal story, and how you discovered that Answer for yourself?

The reason this is the golden intersection is because you’re doing two very important things, simultaneously:

  1. You’re providing value, first. You’re answering the target reader’s Question, which helps them—instead of pushing your agenda on them, which wastes their time.
  2. You’re revealing a true story, which means sharing something emotional about yourself—and since every reader is a human, it’s that emotional story that resonates with them and helps them trust you.

When I say “emotional,” I don’t mean you have to share something gut-wrenching. It can be as simple as explaining to someone how they can become a better leader—and in doing so, sharing a story about a time when you weren’t the best leader, and what tough lesson that taught you.

That emotional component is what draws the reader in, and ultimately makes them feel as if they know you. (And according to Dale Carnegie, this is the essence of .)

So, what’s the real ROI of building a personal brand?

Chatting with Kevin O’Leary on the set of Shark Tank.

“What’s The ROI Of Personal Branding?” You Called Me. That’s The ROI.

Source

https://artplusmarketing.com/whats-the-roi-of-personal-branding-you-called-me-that-s-the-roi-32683acd0fb3

Personal branding and your new Twitter profile

Twitter began offering a new way to showcase your personal brand. They are rolling it out selectively so if you haven’t been able to implement the new format, I’m told it should be available to you very soon.

It seems Facebook has gotten more like Twitter, with timelines and real time updates. Now, with this change, Twitter is getting more like Facebook, making it easier for you to showcase who you are on your Twitter page, especially with the big new header image.

Most Twitter profiles don’t say enough and most have lousy design. While that’s fine if you’re just communicating with friends, if you’re using your Twitter feed for your business, you need to pay attention. With the new profile, now is a good time to focus on yours if you haven’t already done so. Here’s my new @dmscott profile.

Your bio and other details are now at the left rather than the top center.

As I write this, my bio is “Marketing & Sales Strategist, keynote speaker, and bestselling author of 9 books including The New Rules of Marketing & PR and Newsjacking.” As a component of personal branding, this is a critical section. I prefer not to make it a 160-character resume from a laundry list of attributes like this: “father, husband, surfer, economics major, world traveler, marketer, and rock star wannabe.” (I confess, that would be my list.) I see this sort of thing all the time, and in my opinion it is not good for personal branding because you don’t really focus on your particular expertise. Try to be descriptive. And try to be specific.

The profile photo (your head shot) is slightly larger.

While there is no absolute right or wrong about photos in social networks like Twitter, do keep in mind that each of these choices says a great deal about you.

Some people use a cartoon avatar to represent themselves. While that’s okay for some, I do think it communicates that the person doesn’t like their real self for some reason. If you use Bart Simpson or a snowboard rather than your photo, you’re limiting what you want people to think of you.

There are many choices when it comes to a photo to use. You can use a casual shot taken by a friend. This is a great option for many people. But there are many different approaches and each says something important about you. Are you in a recognizable setting, such as at a restaurant? Or someplace formal, like an office? What are you wearing? A hat? Is it a shot of you taken on a vacation with a beer in your hand? Or a head-and-shoulders photo in business attire taken by a professional photographer? Smile, or no smile? How close do you crop?

I chose a simple, recent headshot in which I am wearing casual clothing. If you care about your personal brand, you should use a representative photo of you on social networks.

Best Tweets

Tweets that have received more engagement will appear slightly larger in your Twitter feed, so your best content is easy to find. I sort of like this for when I look at someone’s profile who I do not know.

Pinned Tweet

You have an opportunity to “Pin” one of your Tweets to the top of your page, so it’s always there and easy for your followers to see what you’re all about. I chose one I sent last week that says: “Educate and inform instead of interrupt and sell” because it nicely sums up my ideas on marketing and sales strategy.

Header Photo

Perhaps the biggest change, is that the header photo now spans the entire top of your Twitter page. This is some great real estate to showcase some aspect about you.

I love what my wife @YukariWatanabe did with hers – a photo of us kayaking this winter in Antarctica.

I made mine a photo of me speaking last month at BeWizard in Rimini Italy. I like how you can see the audience in the background. But I’m torn between several other photos of me speaking, one that I’ve used for several years until now, which I have included below. I might change. What do you think?

But one thing I won’t be doing is using this space to “advertise” like some people do. I could put the image of my books lined up. It is a cool image. But I would rather showcase me speaking than my book covers.

Have you changed your profile? Let us know your Twitter ID in a comment.

Source

https://www.webinknow.com/2014/04/personal-branding-and-your-new-twitter-profile.html

Search Yourself: A Personal Branding Must

Personal branding is all the rage.

I wrote a post offering 11 suggestions for getting started with your personal brand development last month, which was well received. Then I wrote a listicle version for the popular site, 12Most.com, which went ballistic on social media, especially LinkedIn.

Next, (with a big assist from my friend Seth Price of Placester) I created an infographic called “The A to Z Guide to Personal Branding.” It quickly became the most popular piece I’ve ever done. 78K views on SlideShare. It’s been republished by HubSpot, MarketingProfs and Steamfeed, to name just a few.

Google it and see for yourself.

Speaking of Googling it…

This article is about doing a search of yourself. I suppose that could be your name or your company. Since we’re talking about personal branding today, try it with your name first.

I guess I have a good overlap thing going on in that my company has my name in it. The search results won’t be the same for “Barry Feldman” as they will be for “Feldman Creative,” but there will be some overlap.

I want to tell you that was a smart naming strategy is, but it’s mostly smartly lucky. (Or would that be luckily smart?)

See, in 1995, when I launched my company, I wanted to name it BFD Advertising. That is, “Barry Feldman Does Advertising.” Wifie gave the idea an enthusiastic thumb down. Feldman Creative was approved.

Anyway, consider a few of these new media realities:

  • Your brand is what other people say it is—not what you say it is.
  • Like it or not, a Google search result is the easiest, fastest and best way to gauge your public persona.
  • It’s also the best way because it’s what potential employees, partners, customers and even friends are going to do.
  • Google is essentially your home page.
  • A Google search result is essentially your business card (or even resume)

You with me? If so, I believe you’ll understand why I suggest Googling yourself now and then.

I hope to help you understand why—and the process—and the results—and its implications.

Do you like what you find?

When I search myself, it looks like I’m doing some things right online. I’m not saying all is perfect. It’s a work in progress. But results I want people to see dominate the first page.

What about you? Happy with the results?

Let me give you a tour of mine (as of today) and deliver some tips to help your with your search. Refer to the numbers in the screen shot here.

(1) Put your name in there. Search. Simple as that. You could do it on Yahoo! and Bing and you may learn something. Obviously, Google is most important.

(2) Push the unprivate button. See that portrait icon? It’s on by default and it indicates your search results are private, which really means they’re personalized. Yes, Google knows a helluvalot about you and your online behavior.

Click the globe to “hide private results” and get a better take on the search results the other 7-billion people on the planet will see.

(3) The top spot. I found me. Shwew. Regardless of what happens next, I’m at peace with the Google gods. The first listing on the SERP (search engine result page) gets approximately a million times greater CTR (click through rate) than TOR (the other results).

Did you find you?

I’m helping a client develop his personal brand and he has a fairly popular first name. SERPs for his name put another guy at the top spot. Next is another guy by the same name. Then comes a film strip of photos of dudes I don’t know. In third place is my client’s LinkedIn profile.

We have work to do. If you’re not #1 when you search yourself, you do too.

Also, in that first spot, you see my photo. That’s huge, but not because I’m pretty. It’s because research reveals it magnifies your clicks by a mile. You need a Google+ account to make that happen. Then you need to do the rel=author protocol (I know, catchy name.) Like it or not, you need a Google+ account and you need to do the “thing.” Get on it.

(4) Local results, part one. I’m not a plumber.I don’t have a storefront and I don’t deliver. So what appears over on the right where Google’s “Places for Business” results are served isn’t vital.

You see I chose to use a colorful version of my logo. Looks good, right? It’s the most colorful thing on the page, so it attracts attention.

(5) Google+ page. Yup, Google plays favorites with Google properties. You won’t find your Facebook page as a subsection of your main listing.

Again, get a Google+ account and learn how to take advantage of it. IMO, it’s the most powerful social media of them all (and it’s a lot more than a social medium), but in keeping with Google everything, there’s nothing simple about it. Budget some time to get the hang of Google+.

(6) Sitelinks. Sitelinks are beautiful bonuses. Here you see two very important pages on my site:blog and free pointers.This definitely helps the reader find what he or she seeks and helps my company put its best content marketing feet forward.

However, you have little control over this. Use this link if you want to fully understand. What you’ll learn is:

  • Sitelinks are automated.
  • There are a few practices you can apply to help your cause.
  • There’s a process for demoting these links, but not promoting them.

(7)  Local results, part two. There are some benefits to doing the “Places” thing, but the important one is the prominence of the listing. It gets its own column and box. If “directions,” and “reviews” are important to you, you see they’re offered here. “Follow” is a shortcut to Google+. If you want your phone number to be public, there it is.

(8) Hmm. I don’t know enough to tell you exactly what to expect to find at this link. For me, a number of links were served from my website and blog, which is obviously a good thing. The results appeared a bit arbitrary, but I suspect they are (recently) popular pages, which is obviously something Google would know.

In any case, it’s good to click there and find an entire page of links to your content. That said, I doubt the link gets many clicks.

(9) Barry Feldman on Twitter. I’m very active on Twitter. I’m glad Google knows it. No Twitter lesson will be offered here. However, if you want search and social to collide in your favor, get active on social. I love Twitter. Most marketers feel the same.

(10) Feldman Creative | Social Media Today. I’m a hardcore guest blogger. You may know that. Though I have contributed to 20+ websites in an effort to build an audience, Social Media Today has been a mainstay.

I contribute posts, infographics, podcasts and eBooks there. I’ve done webinars with them. My blog is syndicated there and as of last year, I’m also a columnist. Google recognizes my affiliation with Social Media Today and places it prominently on page one. If you aim to enlarge your digital footprint—and do so via guest blogging—put in the effort and you may enjoy this type of search love.

(11) LinkedIn. I’m doing a LinkedIn dance right now. Love ‘em. I’m not a LinkedIn expert, but take LinkedIn extremely seriously. Notice how after the URL, the listing includes information from my LinkedIn profile page including the long list of things I used to create a title, and then, a snippet from the top of my profile.

Take this stuff to heart and return to LinkedIn profile often to do some fine-tuning.At the risk of stating the obvious, you want everything on your LinkedIn profile to be hunky-dory.

(12) Facebook. No serious revelation here. Facebook simply earns its place near the top. I’m more committed to a variety of activities than Facebook and if my page slipped down to make room for one of the many listings on page 2, I’d be quite alright with that. That said, Google aims for relevance and Facebook pages are relevant to more people than any other.

(13) SlideShare. Now we’re talking business. I’m so pro-SlideShare I almost wish it appeared second on my SERP. I’m very active on SlideShare, do SlideShare content for many clients, have written about its benefits, and did a Social Media Examiner post about how to generate leads on the site. It’s a major weapon in my marketing arsenal because of its enormous audience and the content does remarkable in search (as evidenced by the first page listing).

So there you go. Consider what I’ve shared with you here and go search yourself.

If you have questions about what I’ve written here, I’m glad to answer them. And if I can help you develop your personal brand, make your way to my contact form and shoot me a note.

Personal branding: 8 things that helped me build a strong web pro brand

You have probably heard a lot about the importance of personal branding. With the crazy explosion of competition in the world of web design and development, an authentic brand takes on an even more outsized role. Some people— think actors and musicians — have been doing this for decades.

In the old days, branding often consisted of not much more deciding on a name and creating a logo. Over time, though, branding morphed into a much more sophisticated and comprehensive process, where your face, personality and unique traits take center stage.

For web pros, personal branding as an individual versus as an agency or business is becoming more common as well.

Developing my own personal brand: A short history

For 17 years, my partner and I ran a marketing, design and copywriting agency called Cat’s Eye Marketing. We started with a simple logo and worked hard on developing our brand. Looking back on it, even though we had an agency name, it really was always about us

We found that was who our clients hired: the people, not the brand.

When I discovered WordPress in 2007, we were gradually moving our business more to the web side with a smaller focus on the traditional print materials we had created for so many years. In 2010, we made the decision to move full-time into web design and copywriting. It was time to retire the agency.

I didn’t bury myself in a lot of research when I decided to brand myself as BobWP. The two driving factors behind the decision:

  1. I wanted to associate my brand with WordPress, and fortunately, adding the “WP” to the end of my name was easy.
  2. I needed something simple and easy to remember.

It worked like magic.

8 things I’ve learned about personal branding as a web pro

I’m not saying this was instantaneous. Nor is it something that will work for everyone. But here are eight things that helped me build strong personal branding.

  1. Choose a name.

  2. Show visitors who you are.

  3. Build a unique brand.

  4. Clarify and refine.

  5. Make it about you on social.

  6. Your reputation depends on it.

  7. Promote your brand.

  8. Know that it takes time and be open to change.

Let’s go!

1. Choose a name

This part gets a bit tricky and is something you need to think hard on. You might feel that by using your name, people won’t take you seriously as a professional. But that has changed. As an example, I know someone who had branded herself as a business for quite some time. Recently, she changed the brand to her name because she realized that people are looking for a person they can trust with their project. How you build the brand is probably even more important.

2. Show visitors who you are

Personal Branding BobWP
The author uses his website to help promote his personal brand, BobWP.

Your individual brand as a web pro should be a reflection of not just your work, but who you are and what you stand for. So show that on your site. You can get a head start on that by writing a memorable bio, one that speaks to a defined audience, connects your profile with your personal branding, and lets your core values shine.

A good bio also lets your readers and potential clients know how you can solve their problems, while giving them an inside peek into who you are and what matters to you.

Unless there is some reason for not showing your face on your web, include a photo. There is nothing that builds a more immediate connection with potential clients than seeing who will be building their site. And make sure that the picture reinforces your brand. For instance, arms crossed with a serious look gives a completely different impression than a casual pose with a friendly smile.

3. Build a unique brand

What do you want people to remember about you? Maybe it’s your amazing customer service. Or your specific niche in the industry. Or the problem you solve.

Remember that as you meet potential clients, or work with new ones, your approach and their experience with you will be what they will remember and tie to your name and your personal branding.

I learned the importance of this early on. I specifically built my web brand around not only WordPress sites, but also teaching people how to use them. And through my local workshop and WordCamp presentations, BobWP eventually became an instantly recognizable brand.

4. Clarify and refine

This is something anyone should do, but it’s especially important in the web pro industry. Tie your strengths to your personal branding and don’t try to be everything to everyone. If your strength is in development, then make that part of your brand. If it’s design, same thing.

One thing I learned was the importance of clarifying what I could and could not do.

When I was as clear as possible with clients, the gray areas all but disappeared, and along with them the disaster projects. When clients understand exactly what you do, you will have branded yourself as the expert in that area.

5. Make it about you on social

Logos are nice, but promoting your name on social, where a lot of branding takes place these days, will give you more mileage because people will fairly quickly begin to associate the name and face with the unique product or service.

For social, be sure to use an up-to-date (and consistent) avatar on all platforms. Stay away from a big focus on your logo if you want to build personal branding. Recognition of your face and your name will go a lot farther in the long run than some symbol or cool design.

6. Your reputation depends on it

Your professional reputation and your personal branding are intertwined. Whether you are popping up in social feeds, on Slack, or in person at a conference, you will be immediately recognized, before people even meet you, by the reputation you have built through your brand.

I have always made myself approachable, whether online or in person.

That is part of my brand. People are not (or I hope they are not) afraid to come up to me at a WordCamp and introduce themselves. For me, that is a very important part of my personal and professional brand.

7. Promote your brand

Building your brand as a web pro will go as far as you can take it. Put your face and name out there constantly. To build a successful brand, you cannot be camera-shy.

And do invest in business cards.

These might seem old-fashioned to you, but they are still useful. We live in a world where we see and meet so many people every day. If you are making the effort to do IRL networking, you need something for people to remember you by. Beyond your name, the information you choose to put on your card is up to you. I have changed my cards dozens of times over the years to represent the changes in — and growth of — my brand.

8. Know that it takes time and be open to change

This is probably the biggest learning curve. When I started BobWP, I knew it would take a lot of work. Meeting new clients. Teaching workshops. Speaking at and attending conferences. Diving into social. Personal branding takes time to build up and each step along the way makes it stronger.

Don’t be afraid to pivot and change.

Over time, you will learn what works for you and your clients. If something isn’t working, make a change. Make sure your brand reflects those changes and inform your community and clients of them. People are much more adaptable and flexible than we give them credit for.

Embrace the adventure

Make your individual brand as a web person reflect not only what you do best, but who you can serve best. It’s an adventure, so have fun with it. You will have bumps along the way, but if you approach it with an open mind, you’ll find that the benefits of personal branding far outweigh the challenges.

The post Personal branding: 8 things that helped me build a strong web pro brand appeared first on Garage.

Source

https://www.godaddy.com/garage/personal-branding-8-things-that-helped-me-build-a-strong-web-pro-brand/

4 Tips to Success the Personal Branding on Facebook

Facebook is a free social media which allows you to communicate with many people out there. Not only family, but also you can make new friends with virtual communication. It also means that you can introduce your product and brand to the world by using this social media. Besides, there are over 600 million users that you can reach as long as you make effective and efficient marketing strategy.

Check this out.

1. Make unique vanity URL
Vanity URL is customizable. It means that you are allowed to change your URL as long as you did not change it yet after registering your new account. After the vanity URL is set by you then you cannot change them in future. You can try to put your email such as facebook.com/saracaplin. And you have to remember that facebook will create new email for you and it would be saracaplin (at) facebook.com.

2. Look up to the privacy setting
Privacy setting allows you to set whoever can see your post. Since you will receive many friend requests, they can see your whole post if you do not change the setting. You can also manage certain friend that you do not want them to know your post in this tool. This social media is great at branding and picking people who you do like and you do not.

3. Put a professional profile picture
Managing the social media as the branding facilities is a great way. And to make them more effective, you can use the same profile picture and username from one social media to another. It will make your audiences more easily to recognize you. But, you have to make sure that the professional things should be relevant with your product and brand. Do not put the mountaineering things if you have the shoe brand.

4. Do not forget to complete the professional details
This step will absolutely make your brand more visible to the market or at least your friends. Putting your company name or brand you are working on will be the great way. Besides, you have to fill what you do now for living and what you are in it. This is one of the features of promoting tool of Facebook.

How Personal Branding Complements the Employer Brand Strategy at Merck & Co., Inc.

Apple Podcasts | Stitcher |

Every brand strategy is about gaining attention for the company, but it has to be done in a way that does more than simply talk about what the company is doing. It’s got to engage with real people over issues they truly care about. In other words, it needs to have a relational element to it. That’s exactly what Merck is doing with their highly effective approach.

On this episode, Bernie talks with John Graham, Social & Digital Strategy Lead: Global Talent Acquisition at Merck. You’ll hear how Merck, the global pharmaceutical giant, is empowering employees to build their personal brands as part of Merck’s strategy to attract talent. The employees provide the “real life” component of what Merck is sharing on social which naturally attracts like-minded, competent candidates to the open positions available. Learn more in this episode.

A Whole-Person Approach Dictates the Brand Strategy of Pharma Giant, Merck

It’s very common for large companies to home in on the qualifications and experience of job candidates when trying to fill open positions. But John Graham says even though that is a significant part of the equation, it is still only one part. When companies only look at skills and experience, they potentially miss out on the other qualities that make a candidate a great fit for the company culture.

In this conversation, John describes how the brand strategy Merck is using centers around the human elements of what it means to be an enthusiastic and integral part of a team. They not only want the talent they are pursuing to see them as a leader in the pharmaceutical industry, but they also want them to feel that Merck is a great place to belong. You will hear John’s description of how a Pharma giant is applying its brand strategy through an employee branding approach, on this episode of Social Business Engine.

The Search for Talent Has Shifted to Social. Does Your Brand Strategy Reflect It?

John has found that his role in locating and recruiting global talent for Merck has required a different sort of approach than corporations typically take. He’s realized that the search for talent has shifted to social media. Under his leadership, Merck is making the pivot that enables them to make the most of that trend.

In this conversation, you’ll hear details of the amazing and unusual content strategy Merck has implemented. It uses the stories of their own employees as content pieces that engage with and attract outstanding, talented people to the company. Rather than a cold, “about us page” these stories expose candidates to the culture, values, and purpose of the company in powerful ways. As John is fond of saying, they’re not fighting the war for talent, they’re fighting the war for attention – and Merck’s new brand strategy is securing both. It’s a very insightful approach to social media that few corporations the size of Merck understand, much less know how to implement. John’s insights will be valuable to your company, so please take the time to listen.

The New ROI: Relationships On Investment

ROI, has traditionally been about the amount of return that comes from the time, energy, and money invested in a particular approach. John says the same approach holds true in the content marketing strategy Merck is implementing, but it’s a different ROI. What he is measuring doesn’t have to do with dollars and cents, it has to do with relationships. For John, ROI = relationships on investment.

In this episode, you will hear how the Merck team spent over a year planning out and testing their employer brand strategy. The company’s goal was to highlight open positions, use employee stories for culture building and recruitment, and track engagement of candidates from their first interaction on social up to their final interviews and hire. As companies like Merck lead the way with this kind of strategy, the talent acquisition landscape is changing for the better. You won’t want to miss this episode.

Sponsor: Lithium Technologies helps brands navigate the sometimes overwhelming world of social media marketing and management, social customer service, online communities and social analytics. A leader in the space, they’re guiding brands to build trust with their clients while delivering top-notch customer experiences. Dayle leads the charge at Lithium Technologies on all strategic marketing initiatives.

Featured on This Episode

Outline of This Episode

  • [1:54] Who is John Graham? His role with Merck over social and recruiting
  • [3:46] The demand every company has for good talent and how Merck is approaching it
  • [5:42] A content strategy to “sell” jobs – what it looks like at Merck
  • [8:50] The challenges of a content strategy implemented across the globe
  • [13:09] Sourcing stories from employees to include in corporate content strategy
  • [16:11] The new ROI: Relationships On Investment
  • [18:34] Trends seen in the campaign: from first share to final hire
  • [20:36] How John sees the program shifting as it moves forward: snackable & visual
  • [29:15] The importance of testing the content marketing strategy prior to launching the employer brand strategy

Resources & People Mentioned

Connect With Bernie and Social Business Engine

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This episode is sponsored by Lithium Technologies.

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