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Build Engage Recruit - How to Build your Talent Brand
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Transcript of Build Engage Recruit - How to Build your Talent Brand
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
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Username: london-guest
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Greg James
Enterprise Talent Solutions
Vinesh Sanghrajka
Enterprise Talent Solutions
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
The world is
changing fast…
Candidates
More Connectivity
More Choice
More Channels
1980’s 1990’s 2000’s 2010’s
Filing Cabinet
Recruitment
Offline Database
Job Channels
Social Media
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Social media is here to stay, embracing its power is the key
57%
of the decision to ‘buy’ is now made before any
commercial contact with your business1
1 Source: Harvard Business Review, “The End of Solution Sales”, July 2012
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Professionals use LinkedIn for
3 valuable reasons
Knowledge The definitive professional
publishing platform
Network We connect the world’s
professionals
Identity The professional
profile of record
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
are passive
80%
60% Are passive yet
open to
opportunity!!
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
The best companies approach talent acquisition with a
sales and marketing process
Social media keeps the conversation going 1
…because you need to nurture your audience
Sales is one-to-one, marketing is one-to-many 2
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Creating ‘followers’ will
fuel your success
? ? ?
? ? ?
? ? ?
What good is a post on Facebook if you
have no friends? 95%
Followers are 95% more likely to respond to an InMail
79% of members are interested in job opportunities from companies they are following 79%
Members are 61% more likely to share information as a result of following your company 61%
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
ENGAGE
We recommend
3 simple steps
Your followers &
Your brand
Nurture your target
audiences
Do what you do
best
Build Engage Recruit
Your LinkedIn journey
RECRUIT ENGAGE BUILD
Accelerate follower growth
Reach out to potential clients & candidates and convert them into followers
BUILD
Targeted Campaigns
300% Follower base increase - Symphony Teleca
Ashfield Healthcare
Leverage your employees BUILD
Employee Profile
Ads
of page views are members looking at members 76%
Ashfield Healthcare
RECRUIT ENGAGE BUILD
Your LinkedIn journey
Improve your follower engagement with
relevant messaging ENGAGE
Page visitors see the content that is relevant to them
≤ 400%
increases in candidate conversions achievable with targeted content1
Career Pages
Images
JOBS
Videos
1 Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014
Keep your followers
up to date
Ensure you are always top of mind
Relevant content Encourages likes & shares
ENGAGE
Content Updates
Members are 61% more likely to share information as a result of following your company
61%
Accelerate your
engagement reach
uplift in click through rates for updates 25%
the usual content traffic 3x
Reach a wider audience with sponsored updates before you even have them as followers
ENGAGE
Sponsored Updates
RECRUIT ENGAGE BUILD
Your LinkedIn journey
Promote your jobs to the best
candidates RECRUIT
Relevant Job Posts
Only the most suitable candidates will see your jobs
Job posts are a great engagement tool
Job visibility can be increased with Sponsored Jobs
of members are interested in job opportunities from companies they are following 79%
RECRUIT
Share Jobs
Post jobs to your network:
Your consultants have networks on LinkedIn
Make sure that they are sharing relevant opportunities to these networks regularly
Line managers and teams
use the network
RECRUIT
Recruiter
Increased access to the network
Reach out using InMail
Workflow and Collaboration tools
95%
Followers are 95% more likely to respond to an InMail
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Fo
llow
ers
Process
Build, engage and recruit for success
Relevant Jobs
Career Pages
Targeted Media
Employee Ads
Recruiter Content Updates
BUILD ENGAGE RECRUIT
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Talent Branding
Lauren Fogarty
Media Solutions Consultant
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 22
Agenda
Why Talent Branding matters
What is Talent Branding on LinkedIn
– Foundation
– Brand Acceleration
– Community Engagement
How to measure Talent Branding
Q. & A.
Why Talent Brand Matters
23
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Engaging candidates at all touch points is a critical
piece of an effective Talent Brand strategy
Strategic Sourcing
and Pipelining
Metrics and
Analytics
Personalized
Job Targeting
Talent Brand
Development
View Targeted Jobs
Network with Employees
Research Company
Follow Company
Apply for Position
has a new job
24
ACME Systems
Maria Johnson
500+ Connections
2nd
Field Sales Executive
Maria Johnson
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Increasing engagement improves
InMail response rates
Developing Talent Brand
can provide a 2x response rate on recruiter InMails
Highly Engaged Candidates No Prior Engagement
40% Response rate
20% Response rate
25
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
11%
34%
0%
10%
20%
30%
40%
Clients who invest in branding on LinkedIn can
more successfully hire passive and active candidates
Clients on LinkedIn
(Recruiter + some Jobs)
Clients who have invested in talent
brand on LinkedIn
(The LinkedIn Solution)
Percent of all hires impacted on LinkedIn
“LI hire” measured as employees changing their profile from another company to client company from December 2011- May 2013
These averages include companies in all regions and account sizes
26
Talent Brand: 3 Steps to Success
27
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
3 Steps to ‘Best in Class’ Branding:
28
Ste
p 1
• Foundation
• Capture existing traffic to your two key assets on LinkedIn: Careers Presence & Employees Profiles
Ste
p 2
• Brand Acceleration
• Extended visibility of brand via consistent targeted campaigns i.e. female engineers and then generate pipeline
Ste
p 3
• Community Engagement
• Skill specific discussion platform to create ongoing dialogue and build readily available talent pools
Step 1: Foundation
29
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
You can engage members every time they
network with your employees
80K+
professionals visit your employees’
profile pages every month
30
Your ideal passive candidate
Maria Johnson
500+ Connections
2nd
Field Sales Executive
As seen by:
Maria
Johnson
Diageo Picture Yourself at
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
When members research your company,
engage them with branding and personalized jobs
Promoting on employee profiles
can increase Career Page
visitors by up to 66%
31
Your ideal passive candidate
Maria Johnson
500+ Connections
2nd
Field Sales Executive
As seen by:
Careers at
Diageo
Diageo
Field Sales Executive
Field Sales Executive
Senior Field Sales Executive
Senior Field Sales Executive
Field Sales Executive
Join the team that is transforming the future.
Get the inside scoop on our job opportunities, culture and people.
Diageo People at
Diageo Jobs at
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Provide highly targeted branding messages
to the talent researching your career opportunities
Audience: General Professional Audience:
Use strong imagery, convey a clear message about your company, and feature
engaging, relevant content
Sales Professionals
Diageo
Diageo
Field Sales Executive
Field Sales Executive
Sr. Field Sales Executive
Sr. Field Sales Executive
Sr. Field Sales Executive
Sr. Field Sales Executive
Diageo
Diageo
32
Diageo Jobs at
Field Sales Executive
Step 2: Brand Acceleration
33
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
How Brand Acceleration works
Target Audience: Sales, Supply, Marketing, Finance & HR
Step 1:
Raise Awareness
Step 2:
Generate Pipeline
Engaged Talent Pools
Followers Pipeline Applicants
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Raise Awareness among highly targeted audiences
using Targeted Ads
Picture yourself with a career in
Reach your ideal
audience wherever
they go on LinkedIn
35
Maria
Johnson
Diageo Picture Yourself at
Your ideal passive candidate
Maria Johnson
500+ Connections
2nd
Field Sales Executive
As seen by:
Sales Executive
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
“ I’m Interested” Button
Once clicked, user’s info
goes directly to your team
High open &
response rates
Build a pipeline of
warm leads, as
messages are
Integrated with
recruiter tool
Automate Pipeline creation based with Targeted
InMail Campaigns
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Objectives
Solution
• Partner with LinkedIn to launch Brand Accelerator approach and build pipeline
Insights, recruitment advertising, Talent Directs, Linkedin career page, recruiter
Generate a pipeline of warm candidates by targeting relevant professionals with a
Talent Direct campaign enabling InMails to be sent at scale to a precise audience with
a strong call to action
• Change perception in the market that Dell is just a hardware organisation
• Raise awareness of the software engineering roles and compete with more recognised Peers
• Target LinkedIn members that fit their specific criteria such as professional background, skillsets,
companies previously worked at and seniority
Results
• 600 quality applications generated
• Perception change for Dell as employer of choice for Software engineers.
Why LinkedIn? Active and engaged audience of relevant professionals
Expert knowledge of targeting members who meet specific criteria
Ability to connect the brand and opportunities with aspirational, goal minded professionals
Brand Accelerator Case Study Dell created pipeline of target candidates & amplified their talent brand for Software
Engineers
Step 3: Community Engagement
38
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Careers at
Diageo
Diageo
Diageo
Field Sales Executive
Field Sales Executive
Field Sales Executive
Senior Field Sales Executive
Senior Field Sales Executive
Jobs at
Join the team that is transforming the future.
Get the inside scoop on our job opportunities, culture and people.
Follow
Your ideal passive candidate
Maria Johnson
500+ Connections
2nd
Field Sales Executive
As seen by:
Invite members to Follow your
company and stay engaged over time
39
Expedia, Inc. People at
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Engage your Followers directly on their
homepages through Company Status Updates
40
Your ideal passive candidate
Maria Johnson
500+ Connections
2nd
Field Sales Executive
As seen by:
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 41
347M+ (+2 every sec)
Sponsored Updates
reach the entire LinkedIn network
LinkedIn Member Population
Company Updates only
reach your pool of followers
With Sponsored Updates you can build the same
kind of relationships with talent outside your followers
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Build relationships with candidates on desktop, tablet and mobile
41% of LinkedIn’s
traffic is on a mobile
device
Engagement rates
can be up to 5x
higher on mobile
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Drive quality engagement with the
candidates you need
43
Build communities
of top talent
Generate 2-way
dialog with target
candidates
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Marriott nurtures 2 way dialogue with
hospitality professionals
LinkedIn Confidential
©2014 All Rights
Reserved
Challenge: • Marriott needed to attract
experienced hospitality workers for new hotels launching in Eastern Europe
Solution: • Used Sponsored Updates to
target hospitality industry professionals in key areas and raise awareness about growth in those regions.
Result: • Established genuine 2-way
dialogue with target talent • Engagement rate was 3X
Sponsored Update average • Gained high volume of new
followers in key regions • Boost in quality of applicants
for hard to fill jobs • High rate of content
amplification/ earned media
How to Measure Talent Brand
45
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
We first assess two important elements of your talent
brand: Reach and Engagement
Talent
3,007,191 members
members
942,453
Talent Brand Reach
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
Viewing employee profiles
Connecting with your employees
Researching company and career pages
Following your company
Viewing jobs and applying
46
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Talent Brand Index can measure your talent brand What percent of people who know about you show an interest?
Talent Brand
Index =
Talent Brand Engagement
Talent Brand Reach
Talent Brand Reach
Talent Brand Engagement
Talent
3,007,191 members
members
942,453
31%
47
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
We can compare your Talent Brand Index vs peers
Employer of
choice Weaker talent
brand
Peers:
10 3 of
48
• Client A
• Client B
• Client C
• Client D
• Client E
• Client F
• Client G
• Client H
• Client I
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
We can see how many members have engaged with
your company vs your peers
Peers:
49
• Client A
• Client B
• Client C
• Client D
• Client E
• Client F
• Client G
• Client H
• Client I
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Your Talent Brand Index varies across the functions
you are looking to hire… Ta
len
t B
ran
d In
de
x
Talent easiest
to engage Talent hardest
to engage
50
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
…and across the geographies where you have a
presence
Talent easiest
to engage Talent hardest
to engage
Ta
len
t B
ran
d In
de
x
51
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
LinkedIn can help you build your talent brand and
accelerate your ability to attract top talent
We can track how your Talent Brand Index
progresses over time
52
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Talent Drivers is the largest professional survey run
338,000+ 373,000+ 278,000+
Q3 2014 Q3 2013 Q1 2014
• Representative sample of LinkedIn members
• ~300k members each wave
• New wave every 6 months
53
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Talent Drivers is global – in all regions
54
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Talent Drivers data helps clients craft their EVP
We ask LinkedIn members:
What attributes
are important
when considering
a job?
How do
companies*
perform on
offering those key
attributes?
*Members rate up to 10 companies they are aware of as a place to work – but
they do not rate their current company
55
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 56
Global All
What candidates care about when considering a new job
All
Region: Industry:
Question asked: Please select the 5 most important factors when considering a job opportunity.
Function:
Top 5 Most
Important
% who say attribute is important
56
Source: LinkedIn Q3 2014 survey of 327,354 professionals
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 57
Top 5 Attributes
% who perceive your company as doing a very good job at…
How you rate on what is most important
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey of 2,290 professionals, Q1 2014 survey of 2,460 professionals and Q3 2014 survey of 2,657 professionals who rated your company
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 58
Comparison to Retail & Consumer Products industry peers
in offering top attributes
Top 5 Attributes Compared to Industry peers
CPG Client X
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
0 – 30th percentile
31st – 50th percentile
51st – 70th percentile
71st – 90th percentile
91st – 100th percentile Top Tier
Mid Tier
Bottom Tier
Compared to Industry peers:
Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Steps to improve perception
Keep emphasizing
these strengths!
Focus on critical
improvement areas
to change perceptions
Communicate Your Values
on LinkedIn
Company & Career Pages
Job Postings
Talent Direct Campaigns
Employee Branding
Targeted Status Updates
Sponsored Updates
59
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
We can track how engagement with your brand has
evolved over time
60
Talent Brand Engagement
Talent that is interested in you as an employer
Talent Brand Engagement over time
©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 61
Attributes Compared to Industry peers
CPG Client X
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
0 – 30th percentile
31st – 50th percentile
51st – 70th percentile
71st – 90th percentile
91st – 100th percentile Top Tier
Mid Tier
Bottom Tier
Compared to Industry peers:
Comparison to Retail & Consumer Products industry peers
in offering all 15 attributes
Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers
Q. & A.
62