Make Your Firm Irresistible to

Clients & Candidates

Branding on LinkedIn

#HiretoWin

Why is branding important for Search & Staffing?

Content is being created,

consumed and shared at a speed

and scale never seen before.

NewsCred, 2014 3

5,000

People do not treat

BUSINESS & CAREER DECISIONS any differently.

6 #HiretoWin

#HiretoWin 7

People complete 60% of the decision making

process prior to any direct interaction with the

brand –and that extends to the way people now

look for employment.

60% of the decision-making

process is made prior to any

direct interaction with a sales

person.

8

Where do I start?

Build Engage Recruit

Your followers &

your brand

Nurture your target

audiences

Do what you do

best

#HiretoWin 11

Recruiting is marketing

AWARENESS

ENGAGEMENT

CONSIDERATION

CONVERT

#HiretoWin 12

#HiretoWin 13

Members searching other members every year

Page views on LinkedIn are members viewing

members’ profiles

A recruiter’s profile can generate up to 10X more

views than an average member

5B

76%

10X

What assets do you have on LinkedIn today?

Your Company Your Employees

14 #HiretoWin

Add a logo and banner image

Add a company description

Point out your specialties

Customize a Careers page

Grow your follower base

How can you best brand your Company Page?

15 #HiretoWin

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Add a picture (7X more views)

Include a creative headline

Include an elevator pitch about your firm

Show, don’t tell – video goes a long way

Ask for recommendations from clients &

candidates you’ve placed

Acquire followers

How can your employees best brand their profiles?

17 #HiretoWin

18 #HiretoWin

Followers are your brand advocates & a viable pool of

candidates

Responsive leads Engaged talent pool

78%

Your followers are 95% more

likely to respond to your

recruiters and sales team’s

InMail

61%

of members are more likely to

share information as a result

of following a company

79%

of members are interested in

updates on job opportunities

from companies they follow

Brand evangelists

19 #HiretoWin

How can you build your company follower base?

Status Updates

Employee Profiles

Your Company Page

Targeted Ads

20 #HiretoWin

Maximize your Company Page presence

Build your follower base

Leverage your employee profiles

Key takeaways: Building your brand

1

2

3

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How do you ENGAGE your audience?

Nurture your audience with targeted, value-add content

Careers page

Targeted media

Content marketing

24 #HiretoWin

Bold,

memorable

visuals

with lively colors

Focus on

storytelling

through

testimonials

Arresting copy

that grabs the

reader

Multiple page

versions

highly targeted to

visiting talent

Jobs

Customized to

the audience

Career pages drive deep candidate and client

engagement

Powerful Video

Content that

engages the

viewer

1

25 #HiretoWin

Multiple views allow you to give a customized message

to your audience

26 #HiretoWin

Career pages help staffing agencies engage the right

audience with the right message

Establish your market expertise and deliver

unique messages for clients, candidates,

and consultants.

• Geography

• Function

• Industry

• Seniority

27 #HiretoWin

28

Content enhances Job Postings for deeper engagement

#HiretoWin

Tips and tricks for your Careers page

Think visually

Think digitally

Think video

Your Target Audience

Think customized

29 #HiretoWin

Targeted ads find and engage any audience… 2

30 #HiretoWin

Driving them to your Careers page where they receive a

customized experience

31 #HiretoWin

What is content marketing?

Any marketing that involves the creation and sharing of media and

publishing content in order to acquire clients or candidates.

Content marketing develops long-term relationships with your audience

3

• Adds value to the industry conversation

• Provides concrete tips and offers unique insights

• Does not aim to directly sell, rather provides free value

• Establishes the publisher as a thought leader or trusted advisor

Why is it important?

32 #HiretoWin

Every time you post content, you’re nurturing the

relationship with your followers

33

Generate awareness of roles

you are filling

Build a community of

target candidates

Promote news

or upcoming events

Establish thought

leadership

Build reputation as a

consultancy of choice

Ways to build relationships

with target talent Member news feed

#HiretoWin

34

Sponsored Updates

Reach the entire LinkedIn network

Company Updates

Only reach your pool of followers

Sponsored Updates can build the same

kind of relationships with talent outside your followers

313M+ (+2 every sec)

LinkedIn member

population

19,000

#HiretoWin

Target with accuracy using advanced filters

Targeting Sponsored Updates Company Updates

Location ✔ ✔

Company Size, Industry ✔ ✔

Function, Seniority ✔ ✔

Company Name ✔

Job Title ✔

School ✔

Skills ✔

Group Membership ✔

Gender ✔

Age ✔

Negative targeting ✔

35 #HiretoWin

Build relationships with clients & 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

36 #HiretoWin

Examples of content marketing

37 #HiretoWin

How does it all come together?

Client example: CS Recruiting, LLC

• Transportation and Logistics Recruiting Firm

• Based in Chicago, work on positions across US and Canada

• 10 person shop

39 #HiretoWin

Client example: CS Recruiting, LLC

Candidate View Business Development View

40 #HiretoWin

Client example: CS Recruiting, LLC

Grew follower base by 9,000 in 6 months!

41 #HiretoWin

Customize your Careers page for your most important audience segments

Reach and engage your target audiences with media

Use content marketing to develop relationships with your audience pools

Key takeaways: Engaging your audience

1

2

3

42 #HiretoWin

Build Engage Recruit

Your followers &

your brand

Nurture your target

audiences

Do what you do

best

43 #HiretoWin

Remember to think like a marketer

44 #HiretoWin

For more information, check out

our Search & Staffing page:

lnkd.in/forrecruitmentfirms

©2014 LinkedIn Corporation. All Rights Reserved.

Thank you!