Jason Seiden @ LinkedIn Talent Connect 2013

50

description

Ajax CEO Jason Seiden spoke again at LinkedIn's Talent Connect conference this year... he provided 4 strategic "stop doing" points, 3 "start doing" points, and 1 strategic model for helping HR leaders leverage LinkedIn to engage their employees and amplify their employer brands. Here is the deck...

Transcript of Jason Seiden @ LinkedIn Talent Connect 2013

Page 1: Jason Seiden @ LinkedIn Talent Connect 2013
Page 2: Jason Seiden @ LinkedIn Talent Connect 2013

  Jason Seiden  CEO, Ajax Workforce Marketing

Knock It OffA 4-Point “Stop Doing” List That Will Make

You 9 Gajillion Percent* More Effective On LinkedIn

(*Rough Estimate)

Page 3: Jason Seiden @ LinkedIn Talent Connect 2013

Knock it off, right now.

Page 4: Jason Seiden @ LinkedIn Talent Connect 2013

Stop cramming down rules

about how to use LinkedIn.

– me

[email protected]

Page 5: Jason Seiden @ LinkedIn Talent Connect 2013

Internal communication challenges =Market facing disconnects.

[email protected]

Page 6: Jason Seiden @ LinkedIn Talent Connect 2013

Personal branding vs. employer brandingon LinkedIn profiles

max mean min0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

company brandingpersonal branding

 For Fortune’s top 25 Best Companies to Work For

[email protected]

Page 7: Jason Seiden @ LinkedIn Talent Connect 2013

Stop expecting executives and

professionals to see social media

the same way.

–me again

[email protected]

Page 9: Jason Seiden @ LinkedIn Talent Connect 2013

PersonalNetwork

ProfessionalNetwork

[email protected]

Page 10: Jason Seiden @ LinkedIn Talent Connect 2013

PersonalNetwork

ProfessionalNetwork

[email protected]

Page 11: Jason Seiden @ LinkedIn Talent Connect 2013

Stop treating this like something

that can be controlled from the

top.

– yeah, me

[email protected]

Page 12: Jason Seiden @ LinkedIn Talent Connect 2013

[email protected]

inmaps.linkedinlabs.com

Page 13: Jason Seiden @ LinkedIn Talent Connect 2013

Influence what you can. (Quickly.)

[email protected]

Page 14: Jason Seiden @ LinkedIn Talent Connect 2013

Stop expecting LinkedIn

strategies to be all offense all the

time.

– you’re not going to believe this, but… me

[email protected]

Page 16: Jason Seiden @ LinkedIn Talent Connect 2013

Reduce risk, wait for the win.

[email protected]

Page 17: Jason Seiden @ LinkedIn Talent Connect 2013

Stop:

dictating

trying to use 1 solution for

everyone

controlling social communications

playing 100% offense

[email protected]

Page 18: Jason Seiden @ LinkedIn Talent Connect 2013

Now run like hell.

Page 19: Jason Seiden @ LinkedIn Talent Connect 2013

Actually, don’t.

Page 20: Jason Seiden @ LinkedIn Talent Connect 2013

Win-win is opt-in.

– Lisa Cervenka, Ajax brand nerd

[email protected]

Page 21: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

[email protected]

Page 22: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Limited. People

have their guards up.

Expensive. Weight is born by corporate

and/or an agency.

Applying traditional marketing to social:

Expensive. Need people following the

company.

[email protected]

Page 23: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Limited. People

have their guards up.

Expensive. Weight is born by corporate

and/or an agency.

Applying traditional marketing to social:

Expensive. Need people following the

company.

[email protected]

Page 24: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Limited. People

have their guards up.

Expensive. Weight is born by corporate

and/or an agency.

Applying traditional marketing to social:

Expensive. Need people following the

company.

[email protected]

Page 25: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Limited. People

have their guards up.

Expensive. Weight is born by corporate

and/or an agency.

Applying traditional marketing to social:

Expensive. Need people following the

company.

[email protected]

Page 26: Jason Seiden @ LinkedIn Talent Connect 2013

Who do you trust… when it comes to a company’s employer brand?

63% 21% 11% Employees  CEO  Spokesperson

 2013 Edelman Trust Barometer

[email protected]

Page 27: Jason Seiden @ LinkedIn Talent Connect 2013

In other words… Here’s how much of every dollar spent has impact:

63¢ 21¢ 11¢  EmployeeMessaging

  CEOMessaging

 SpokespersonMessaging

[email protected]

Page 32: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Amplified by employees’

knowledge of their networks’

interests.

Distributed to the shoulders of employees

around the company.

Applying workforce marketing to social:

Amplified by size of

employees’ personal networks.

[email protected]

Page 33: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Amplified by employees’

knowledge of their networks’

interests.

Distributed to the shoulders of employees

around the company.

Applying workforce marketing to social:

Amplified by size of

employees’ personal networks.

[email protected]

Page 34: Jason Seiden @ LinkedIn Talent Connect 2013

Messageimpact

reach * resonanceeffort

=

Amplified by employees’

knowledge of their networks’

interests.

Distributed to the shoulders of employees

around the company.

Applying workforce marketing to social:

Amplified by size of

employees’ personal networks.

[email protected]

Page 35: Jason Seiden @ LinkedIn Talent Connect 2013

Step 1 of 3

[email protected]

Page 36: Jason Seiden @ LinkedIn Talent Connect 2013

Messaging

[email protected]

Page 37: Jason Seiden @ LinkedIn Talent Connect 2013

(Because communication needs more than tools.)

[email protected]

Page 38: Jason Seiden @ LinkedIn Talent Connect 2013

“YOLO, dude.”“Oh, hey man, just do it.”

[email protected]

Page 39: Jason Seiden @ LinkedIn Talent Connect 2013

“YOLO, dude.”“Oh, hey man, just do it.”

“I make apparel forpeople who play hard.”

[email protected]

Page 40: Jason Seiden @ LinkedIn Talent Connect 2013

Step 2 of 3

[email protected]

Page 41: Jason Seiden @ LinkedIn Talent Connect 2013

Hearts & minds

[email protected]

Page 42: Jason Seiden @ LinkedIn Talent Connect 2013

1. The agency’s campaign failed.

2. Our CEO’s edict failed.

3. Giving up seemed to work!

“We tried that, it didn’t work.”

[email protected]

Page 43: Jason Seiden @ LinkedIn Talent Connect 2013

One question: Why would an employee go along?

What’s In It For Them?

[email protected]

Page 44: Jason Seiden @ LinkedIn Talent Connect 2013

Solve the employee’s problem They need 1 profile for 2 networks

[email protected]

Page 45: Jason Seiden @ LinkedIn Talent Connect 2013

Step 3 of 3

[email protected]

Page 46: Jason Seiden @ LinkedIn Talent Connect 2013

Message 1 Message 2

Resonance Pull through Engagement Impact Conversion Avg Revenue Value Extrapolated Resonance Pull through

Division 1 79.60% 37.41% 37% 83.49% 31.00% $801.77 $248.54 $6,364,608 33.60% 51.63%

Recruiting 58.29% 52.34% 99% 87.90% 86.82% $8,353.00 $7,251.92 $185,707,102 60.08% 21.50%

Hiring Mgrs 70.80% 49.97% 23% 32.16% 7.42% $6,977.81 $517.50 $13,252,261 28.77% 12.00%

Sales 92.09% 40.89% 11% 60.62% 6.80% $704.36 $47.87 $1,225,949 46.21% 22.48%

Marketing 11.34% 20.92% 51% 64.24% 32.75% $2,620.53 $858.12 $21,974,853 42.50% 88.05%

Execs 57.21% 95.38% 14% 69.13% 9.49% $4,286.02 $406.77 $10,416,644 77.93% 29.62%Ops 67.67% 32.87% 28% 69.56% 19.69% $79.14 $15.58 $399,002 7.39% 44.82%

PMO 59.18% 3.43% 34% 76.62% 25.93% $9,232.82 $2,393.70 $61,297,754 46.62% 37.67%

Division 2 44.61% 48.77% 42% 11.76% 4.89% $230.20 $11.25 $288,130 73.09% 42.83%

Recruiting 81.86% 31.09% 43% 1.56% 0.67% $4,941.94 $33.32 $853,293 52.75% 96.53%

Hiring Mgrs 22.10% 98.19% 26% 78.99% 20.35% $7,492.50 $1,524.97 $39,051,307 59.17% 4.97%

Sales 79.13% 6.26% 29% 33.41% 9.71% $2,746.45 $266.64 $6,828,223 80.73% 57.08%

Marketing 62.44% 57.69% 42% 43.57% 18.20% $2,356.82 $428.85 $10,982,099 12.23% 46.43%

Execs 76.92% 24.42% 66% 8.99% 5.93% $2,746.50 $162.84 $4,169,973 59.29% 80.34%

Ops 15.90% 93.32% 23% 6.02% 1.40% $3,737.77 $52.27 $1,338,554 2.47% 95.99%

PMO 10.55% 99.67% 82% 52.67% 43.10% $8,275.52 $3,567.01 $91,344,035 80.90% 37.45%

Division 3 86.96% 34.94% 67% 74.68% 50.00% $7,860.26 $3,930.43 $100,650,441 63.45% 44.23%

Recruiting 49.49% 59.01% 60% 94.70% 56.42% $5,203.55 $2,935.66 $75,176,485 70.20% 33.65%

Hiring Mgrs 16.16% 46.69% 75% 67.19% 50.11% $3,445.83 $1,726.67 $44,216,578 76.88% 27.18%

Sales 96.81% 5.12% 98% 84.50% 82.48% $1,722.40 $1,420.57 $36,377,888 91.08% 29.25%

Marketing 11.60% 33.49% 64% 99.16% 63.90% $571.76 $365.35 $9,355,865 53.64% 47.26%

Execs 63.01% 59.51% 32% 43.47% 13.71% $2,366.31 $324.39 $8,306,944 46.12% 26.46%

Ops 15.51% 38.94% 68% 28.64% 19.45% $2,946.79 $573.27 $14,680,236 17.88% 84.61%

PMO 7.85% 75.70% 73% 11.33% 8.28% $9,881.56 $817.71 $20,939,804 1.64% 13.24%

Division 4 69.62% 8.22% 43% 28.79% 12.46% $201.74 $25.13 $643,558 80.07% 32.84%

Recruiting 32.53% 9.97% 24% 18.81% 4.45% $6,337.34 $282.27 $7,228,346 42.49% 34.40%

Hiring Mgrs 50.76% 1.15% 73% 33.58% 24.63% $5,684.51 $1,400.24 $35,857,437 4.81% 62.19%

Sales 26.18% 29.50% 73% 61.26% 44.43% $9,839.81 $4,372.16 $111,962,334 25.15% 13.66%

Marketing 64.25% 83.56% 62% 74.56% 46.32% $5,215.50 $2,415.61 $61,858,898 98.11% 99.50%

Execs 51.64% 95.75% 5% 27.97% 1.27% $1,304.69 $16.53 $423,287 90.67% 78.58%

Ops 1.70% 15.12% 30% 20.54% 6.07% $1,831.01 $111.07 $2,844,237 70.55% 0.20%

PMO 95.74% 70.81% 97% 2.16% 2.09% $6,102.67 $127.83 $3,273,540 9.99% 33.26%

Division 5 62.67% 54.34% 41% 88.37% 36.18% $9,352.94 $3,383.72 $86,650,309 15.89% 26.42%

Recruiting 0.91% 38.15% 81% 54.44% 44.07% $7,022.76 $3,095.16 $79,260,937 90.41% 47.52%

Hiring Mgrs 54.26% 58.46% 99% 5.30% 5.24% $1,954.53 $102.45 $2,623,531 71.22% 22.02%

Sales 7.30% 65.82% 15% 89.61% 13.83% $8,886.94 $1,229.02 $31,472,768 16.28% 75.47%

Marketing 17.28% 37.67% 40% 1.96% 0.79% $5,849.19 $46.06 $1,179,449 40.53% 37.38%

Execs 17.38% 88.61% 15% 45.37% 6.72% $4,850.28 $325.99 $8,348,067 32.04% 91.20%

Ops 2.95% 41.30% 4% 41.24% 1.62% $825.84 $13.38 $342,700 6.29% 5.28%

PMO 95.22% 16.05% 32% 45.07% 14.60% $6,540.66 $955.10 $24,458,171 24.81% 0.17%

Division 6 63.36% 44.12% 66% 27.89% 18.43% $7,241.36 $1,334.58 $34,175,909 18.80% 51.65%

Recruiting 61.35% 3.23% 88% 58.01% 50.98% $5,727.38 $2,919.99 $74,775,182 67.62% 77.28%

Hiring Mgrs 10.25% 40.99% 6% 96.72% 5.54% $9,583.49 $531.05 $13,599,049 73.20% 40.41%

Sales 85.56% 46.01% 97% 43.60% 42.38% $7,064.37 $2,993.93 $76,668,622 79.31% 97.65%

Marketing 55.45% 74.17% 48% 25.91% 12.55% $6,988.36 $877.24 $22,464,284 16.75% 30.38%

Execs 88.74% 43.69% 62% 56.64% 35.20% $7,320.32 $2,576.70 $65,984,030 40.22% 79.92%

Ops 43.95% 21.44% 79% 13.77% 10.93% $7,700.97 $842.02 $21,562,351 5.81% 43.01%

PMO 92.47% 73.46% 82% 9.45% 7.72% $1,774.63 $137.02 $3,508,730 55.93% 18.19%

Get the facts

[email protected]

Page 47: Jason Seiden @ LinkedIn Talent Connect 2013

Lagging metrics don’t change. Leading ones do.

[email protected]

Page 48: Jason Seiden @ LinkedIn Talent Connect 2013

Have you rocked your profile?

Page 49: Jason Seiden @ LinkedIn Talent Connect 2013

Q&A

Page 50: Jason Seiden @ LinkedIn Talent Connect 2013

  Jason Seiden  CEO, Ajax Workforce Marketing

Thank You!

  Jason Seiden  CEO, Ajax Workforce Marketing  [email protected]