LinkedIn Strategies for Recruiting: A Case Study
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Transcript of LinkedIn Strategies for Recruiting: A Case Study
LinkedIn Strategies for
Recruiting: A Case Study
Kara Yarnot, Founder, Meritage Talent
Solutions
2
Agenda
LinkedIn Reach
Case Study Company Overview
LinkedIn Talent Solutions Products
Features and Benefits
Impact / Results at Case Study Company
What LinkedIn Products are Best for Your Company?
Framework for Selection
Metrics/Measures to Consider
3
88% of FORTUNE 100 use LinkedIn for
Recruiting
20% of LinkedIn users are active job seekers
4
Case Study Company Overview
FORTUNE 500 company• Science,
technology, engineering focus
• Primarily services• Federal gov’t is
primary customer
~7500 external hires per year• Systems
Engineers, Intel Analysts, IT Specialists
• Contract-based hiring
• 90% experienced hires
Branding Challenges• Compete with
many better known brands
• Good awareness in local markets, low awareness nationally
• 5+ years of leadership and strategic changes
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Recruitment Marketing Execution
Plan
Recruitment
Marketing Platform
LinkedInNiche Boards
Proactive Sourcing
Features and ResultsLinkedIn Products
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Recruiter
• Search entire database (beyond your 1st and 2nd degree network)
• Advanced search interface includes unique filters
• Contact candidates directly via 50 InMails per month
• Collaboration across team members
• Pipeline management capabilities and metrics
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Initial Strate
gy
• Large investment in Recruiter seats
Results
• Very low usage by recruiters
• High InMail response rate
Changes
• Reduced # seats by 50%
• Opted not to use Talent Pipeline features
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Career Pages
Potential candidates can follow your page
Opportunity for employment brand messaging
Targeted jobs displayed to each user
Custom experience available based on user’s profile (available only with some packages)
Ability to increase candidate engagement via status updates and targeted ads
Detailed analytics provided
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Initial Strateg
y
• Moved from Silver to Platinum Career Page
• Utilized ‘Follow Company’ ads
• Created 5 custom pages
Results
• Significant increase in followers in 1 year:• Total: >300%• Key industry: >200%
• Key function: > 80%
Changes
• Developed page update strategy
• Added 3 additional custom pages
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Jobs Network
Jobs shown to both active and passive candidates
Users have ability to forward and share on other social media
Mobile optimized
Ability to filter and manage candidates (if posted through Recruiter)
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Initial Strateg
y
• Completed a successful 3 month ‘all jobs’ pilot (2600+)
• Purchased 500 job slots with manual post
Results
• Significant hiring impact decrease
• Decrease in LinkedIn traffic to our career page
• Not all slots being utilized
Changes
• Moved to a job wrapping strategy
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2nd Strateg
y
• Used job wrapping
• Increased job slots to 1000
Results
• Hiring impact increased
• Traffic and quality of candidate increased
Changes
• Piloting new job wrapping strategies
• Kept job slot purchase at same level
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Work With Us Ads
Own the ad space your employees’ profiles
Most relevant jobs displayed based on user’s profile
Drives traffic to career page and job postings
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Initial Strateg
y
• Capitalize on ad space on 29k+ employee profiles
• Attract more ‘passive’ talent
Results
• Achieved CTR over 30x industry average
• Increased career site traffic/applies
Changes
• Began encouraging new hires to update/create LinkedIn profiles
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Overall LinkedIn MetricsMeasurement Ranking /
Metric
Source of traffic to career site
#3
Application complete / Application start
66% (#1 of all sources)
Applicant to Interview Conversion
20-25% (4x any other source)
Number of applicants per hire
#1
Framework for Selection / Metrics for
Evaluation
What LinkedIn Products
are Best for Your
Company?
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Awareness• Increase recognition
• New geography• New industry
Engagement
• Increase knowledge
• Build brand understandin
g
Action• Apply to positions
• Join talent community
Framework for Social Media Investment
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Awareness• Career Pages• Work With Us
Engagement
• Career Pages
• Recruiter
Action• Jobs
• Recruiter• Work With
Us
LinkedIn Products in Framework
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Metrics
• Usage – logins, searches, InMails• InMail response rate vs. peer companiesRecruiter• Change in followers (overall and by
geo/function/industry)• Traffic to your LinkedIn job postings (overall and by
profile data)• Traffic to your career site*• Shares/Likes
Career Pages
• Traffic to career site*• Candidate quality vs. other sources*• Talent community joins by source*• Hires*
Jobs Network
• Click through rate• Profiles of users viewing / clicking on ads
Work With Us Ads
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Questions?
Kara Yarnot, Founder, Meritage Talent [email protected]
linkedin.com/in/karayarnot/
@klyarnot
www.talentchatter.com