HRmarketer.com
HRmarketer is the go to company for HR suppliers wanting to generate publicity, website traffic, sales leads and improved search engine rankings.
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Get a little messy AND measure stuff. Contradictions are the new marketing chic.
18 November 2009, 6:25 am
So yesterday I'm driving to headquarters and on the way I stop to run a quick errand. I put my cheap sunglasses in my jacket pocket, and when I come back out, I put them back on.

And something's really odd. I feel like I'm going cross-eyed. I take the sunglasses off and on and yet still can't figure out why one side is darker than the other.

When I get to our office and take the sunglasses off one final time I see it - one of the lenses has popped out.

What a dork.

That's the way it is with measuring social media marketing though - organic transparency embattling a filtered lens.

It's a contradiction of sorts (and the segue a bit of a stretch, but work with me), and contradiction is the new marketing chic. I'm in marketing and understand you have to be able to measure the results of your tactics and your return, but:

Stop the methodical marketing madness and start a conversation. Get a little messy. It’s real and it works.

That's what I mean by adding social media marketing to your mix. I’m a big fan of the softer outcomes such as familiarity and trust and sharing our valuable content and that of other influencers, customers and prospects. The more familiarity and trust I build with my customers, prospects and influencers, the more valuable my company becomes to them.

Relationship building helps us grow our company. We hear it anecdotally again and again of late from our customers and agency clients.

However, I get the fact that in order to know if your social media efforts are helping your grow your company, you don’t want touchy-feely bunnies, unicorns and rainbows. (Remember, at some point you have to shut-up and sell.)

You want ROI measurement. With all your marketing activities.

Here's some good stuff from our social media marketing eBook. You want definitive returns from these and measurement should always be tied back to what your marketing objectives are in the first place. So while most marketers would agree that measuring return on social media marketing staffing and time investments can be difficult, these are the ultimate metrics we tout you should track throughout all your integrated marketing efforts, even in social media. They are:

  • Publicity
  • Traffic
  • Leads
  • Improved SEO

Publicity

Just as you measure how often your direct marketing and PR efforts are paying off for you online – how many times your emails are opened and clicked through via an email service provider, and how many search-optimized releases are being touched and read by whom and where as tracked by our Direct2Net distribution service (PR Web) – you can do the same for your social media marketing efforts.

There are specialized online services – Radian6, Viralheat and the latest HRmarketer membership tool -- the My Company News e-Clipping service -- that tracks your “company” and “brand” across the Web and social media (think of Google Alerts on steroids), providing analytics as to how many mentions you’re getting, what the mentions are, and where and who they’re coming from. I know there are many others now as well.

At the very least you can set up and monitor Google Alerts to see where you’re appearing online, and use a Twitter software tool like TweetDeck or Seesmic Desktop to monitor how many mentions and retweets your “tweets” get over time. There’s also the Twitter search tool where you can search for your company mentions (don’t forget to use the hashtags!). You can also monitor how much conversation you spur in Facebook, LinkedIn, and the other professional networks you’re a part of.

Yes, no matter what tools you use, your time investment will increase, but it’s the only way to truly know what your visibility looks like in social media.

Traffic

All content marketing links should link back to one place – your Web site landing page where the eBook can be easily downloaded.

The majority of Web traffic is driven by the major search engines – Google, Yahoo! and MSN/Bing. If search engines cannot find your Web site, your prospects cannot find you – and this means lost business. In fact, HRmarketer.com research shows that HR decision makers turn to the Internet first when researching new HR products or services they wish to purchase. As a result, SEO and driving traffic should be a top priority for all companies – strategically and tactically. Simply stated, search engine traffic can make (or break) your organization’s success.

The more content marketing you do, the more inbound links you create online that will drive traffic to your Web site, your blog or wherever you want them to go. Whether you use Google Analytics, Webtrends or Site Meter, by using a Web analytics tool you’ll be able to track your traffic, including where it’s coming from. You can also set up specific landing page referral URLs in order to better track exactly where the “hits” are coming from per each campaign you send out – i.e., posted to Twitter specifically.

This is important because you’ll be able to track which content campaigns are driving more social media traffic to your site and where that traffic is coming from. You can then adjust your content strategy accordingly to continue to increase traffic to your Web site.

Leads

When it comes to all B2B marketing in the HR marketplace, it's important to differentiate two things:

  • Content marketing to cold prospects (prospecting)
  • Content and product/service marketing for warming leads (lead nurturing)

We’ve managed hundreds of marketing campaigns for clients big and small, and if there's one thing that never changes, it's this question:

How many leads can we expect?

Let's get one thing clear – just because someone downloads your white paper, research report, signs up for your Webcast, etc., that doesn't mean she's a lead. For that matter, developing a relationship with someone in LinkedIn doesn’t mean he’s a lead either.

Content marketing warms prospects up to you and your products/services more than a demo or other pure-play marketing campaigns.

Marketing and PR is hard work. You must continually include your "prospects" in your content marketing campaigns – but at some point your sales teams will need to introduce your products and services and ask them for the sales dance.

This scenario plays out again and again with companies, and even I get excited about new prospects from our own HRmarketer downloads, whether we require registration or not. But they still aren’t warm leads.

Social media marketing with quality content builds confidence and trust with your prospects and grows your credibility, but the point at which they become a true lead is when they're willing to have a product/service conversation with you based on their organization's needs.

Improved SEO

The more publicity, traffic, and relevant inbound links you generate with all your marketing efforts, the more you’re going to improve your search engine rankings over time.

Besides generating regular content for your Web site and blog, links to your Web site from other Web sites are probably the single most important component to effective long-term SEO (it’s a good indication of your Web site’s popularity).

Ideally, these links should use variations of the primary keyword phrases from your Web site – specifically, from the page the link points to. This is the only component to SEO that you have less than 100% control over and you can waste a lot of time attempting link exchanges that achieve marginal results – or are short-lived.

Per our SEO Center tips (our SEO Center is a tool that tracks your search engine rankings across the major search engines for HRmarketer members), the following must be a part of your ongoing marketing and PR:

  • Creating quality, unique content that will be of interest to your visitors and that will add value to your site (e.g., white papers, articles, research, etc.). Search engines love Web sites that get updated frequently with content that supports your keywords. The more content-rich your site, the more valuable it will appear to the search engines (and human visitors, such as other webmasters who will be more inclined to link to your website). Creating good content can be very time-consuming, but it will be well worth the effort in the long run.
  • Sending one or two “search optimized” press releases per month. These are releases that contain relevant keyword links back to your web site. You can use HRmarketer.com’s Direct2Net feature to send these.
  • Participating in social media marketing, which is what this whole eBook is about.

And then there's this - 100 Ways to Measure Social Media.

Post by Kevin W. Grossman (join me on Twitter, Facebook and LinkedIn - and now joinHRmarketer on Twitter!)


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Shut-up and sell me stuff. (Do you ROC'M?)
18 November 2009, 6:16 am
The Latest HR Market Share Podcast: Interview with Beth N. Carvin, CEO of Nobscot Corporation
12 November 2009, 1:50 pm
Over 200K jobs cut in October. We're making it job net 1 for November.
10 November 2009, 11:23 am
The lead generation tower is best built with content and conversation in context
9 November 2009, 7:23 am

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iCIMS Announces Record Breaking 1st Quarter With More Than 50 New Customer Signings
13 April 2009, 4:19 am
HAZLET, N.J. (April 10, 2009) – iCIMS, the third-largest provider of Software-as-a-Service (SaaS) talent acquisition solutions, announced today record breaking first quarter numbers with more than 50 new customer signings, adding such organizations as H&R Block (NYSE: HRB), QinetiQ North America, Universal Protection Services, Spectrum Healthcare Resources, Feed the Children and NATCO (NYSE:NTG) to the company's rapidly growing client base.

This first quarter of 2009 proved to be a trying time for many talent acquisition solution vendors; however, while competitors remained stagnant and were even forced to layoff, iCIMS rose to the occasion reflecting the viability of both the software offerings and the company. To date, iCIMS has grown at an unprecedented rate and projects record breaking numbers for the remainder of 2009. iCIMS is currently recognized as one of the top three providers of talent acquisition solutions behind Taleo (NASDAQ: TLEO) and Kenexa (NASDAQ: KNXA) and the leading private provider in the industry. Kicking off the fiscal year with this degree of first quarter momentum puts iCIMS on track to rapidly narrow its gap behind industry runner-up Kenexa.

iCIMS' Talent Platform has differentiated itself from competing vendors this past quarter and ascended as an industry leader; this expedited rise to the top largely attributed to the Talent Platform's cost-effectiveness, overall flexibility and award-winning customer support. In today's economic market organizations are seeking to invest in highly configurable software that is powerful enough to meet their talent management needs today, yet flexible enough to expand and meet their evolving organizational needs in the future, and because of this iCIMS' Talent Platform has stood out above the rest. Furthermore, as the highly configurable Talent Platform became Mac and multi-browser compatible in Q1, clients were afforded even great flexibility with iCIMS' software offerings. Additionally, as opposed to other talent management systems requiring costly modules, add-ons,
and data integrations, the iCIMS Talent Platform operates on one single-source solution. This one-stop Talent Management solution eliminates the mounting expenses associated with maintaining and training users on multiple systems, providing a cost-effective option for customers.

The new client additions join more than 700 worldwide organizations who currently power their talent management initiatives using the iCIMS Talent Platform. Thus far, 2009 has shown an increasing number of small and mid-sized organizations turning to iCIMS' Talent Platform as a full Enterprise Resource Planning (ERP) tool to manage their pre- and post-hire Talent Management programs. This one-stop solution allows SMB clients to use iCIMS as their HRIS system of reference while taking advantage of such pre and post-hire tools as onboarding, performance management, employee management, surveys, referral programs and more. Additionally, the company continues to see strength as a replacement Applicant Tracking System at the enterprise level. Many of iCIMS' clients, such as H&R Block, SWS Group (NYSE:SWS), 2Wire and
more, have migrated from starter systems to the Talent Platform. These companies rely on iCIMS' unified platform to streamline their hiring management programs and to provide the collaborative tools necessary to succeed in today's business environment.

"As a company, we take great pride in announcing our numbers for this first fiscal quarter." said Colin Day, President and CEO of iCIMS. "These numbers truly reflect the strength and longevity of iCIMS' Talent Platform. With more than 50 new customers in Q1, and now over 700 clients on the Talent Platform, iCIMS is on track to not only maintain, but surpass, our position as the third largest provider of talent acquisition solutions in the industry."



About iCIMS:
iCIMS, the third-largest provider of Software-as-a-Service (SaaS) talent acquisition solutions behind Taleo (NASDAQ: TLEO) and Kenexa (NASDAQ: KNXA), is an Inc. 500 honoree focused on solving corporate business issues through the implementation of easy-to-use web-based software solutions. iCIMS' Talent Platform, the industry's premier Talent Platform, enables organizations to manage their entire talent lifecycle from applicant tracking through onboarding and beyond through a single web-based application. With more than 700 clients worldwide, iCIMS is one of the largest and fastest-growing talent management system providers in the space. To learn more about how iCIMS can help your organization, visit www.icims.com or view a free online demo of the iCIMS Talent Platform at www.icims.com/demo.


# # #
Trademarks and registered trademarks contained herein remain the property of their respective owners



This press release was distributed through eMediawire by Human Resources Marketer (HR Marketer: www.HRmarketer.com) on behalf of the company
listed above.
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HRmarketer.com HRmarketer Post: Get a little messy AND measure stuff. Contradictions are the new marketing chic. http://ping.fm/iNtEx

Source: hrmarketer.blogspot.com
So yesterday I'm driving to headquarters and on the way I stop to run a quick errand. I put my cheap sunglasses in my jacket pocket, and when I come back out, I put them back on.
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HRmarketer.com HRmarketer Post: Shut-up and sell me stuff. (Do you ROC'M?) http://ping.fm/VCJZW

Source: hrmarketer.blogspot.com
In the past six months alone I've come across some very smart folks whose voices ring out in social media and the HR marketplace - entrepreneurs and rock stars who have a lot of valuable things to say.
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HRmarketer.com HRmarketer Post: Latest HR Market Share Podcast - Interview with Beth N. Carvin, CEO of Nobscot Corporation - http://ping.fm/SavIS

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HRmarketer.com We've got a free ticket for RecruitFest! 2009 in Toronto. Any recruiters out there interested?
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When Maren Hogan asked if we’d like to help spread the word about RecruitFest! 2009 “in an organic way” that makes sense for us and our blog readers, we said yes without hesitation.
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HRmarketer.com HRmarketer.com and our new company HRVendors.com exhibited at SHRM 2009.

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