Using LinkedIn as a recruitmentadvertising channel

Webinar May 2012

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TFA Webinar Series

•12 June:•How Facebook can help you to win in the war for talent

•10 July:Using social media to support your diversity objectives

What?

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What is LinkedIn?

• Largest/best knownInternational ProfessionalSocial Network with 161million members in over200 countries worldwide

• Students and recentgraduates are the fastest-growing demographic

• LinkedIn members did 4.2billion professional-oriented searches

• Competing with othernetworks such as Viadeo,Xing, Hyves

US: 64m

India: 14m

Canada: 5m

Australia: 3m

Europe: 34m

Asia andPacific: 25m

Brazil: 8m

Source: Linkedin.com, 2012

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2/3 of LinkedIn Members checkin at least a few times a week

www.lab42.com

How?

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How are your potential candidatesusing professional networks?

• Search for jobs• Get information about companies and their

career opportunities• Gain insights into the profiles of people who

work for those companies• Find out who they know at the company• See what people who have left the

organisation (“alumni”) go on to do(particularly valuable for fixed contractpositions)

• Networking purposes

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How can your organisation harnessLinkedIn for recruitment?

• Create a Company page to bring theorganisation to life including

- a “tab” for your organisation’s Productsand Services

- all the plug-ins that LinkedIn offers e.g.video

• Create a staff and/or alumni group• Raise your profile with relevant groups• Advertising opportunities e.g. targeted

‘Inmails’, banner adverts

Present your organisation -The Company page

• Your free basic presence on LinkedIn isthe opportunity to provide informationabout your organisation and careeropportunities. It can contain:

• Overview of your organisation withyour logo, information about yourorganisation, map

• Tweets and blog posts, RSS• Products and/or services tab with

images and Youtube videos

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Engage with staff, Alumni and potentialcandidates - LinkedIn Groups

• LinkedIn groups help people to stayinformed and keep in touch with peoplewith a similar interest

• By joining or founding a group you can raiseyour profile and engage with relevantcommunities of interest, peer organisationsand potential candidates

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What is the difference between aLinkedIn company profile and a group?

Company Profile Group

What is it? A company profile is anoverview of services, the pointof affiliation for employees andoffers interested LinkedInmembers the opportunity tofollow your organisation

A group of like minded peoplewith common interests

What can itcontain?

Company overview, productsand/or services services andjobs offered by the company.

A group may have discussions,jobs or promotions.

What is the valuefor recruitment?

With a company profile anorganisation can raiseawareness, build an employerbranding and advertisevacancies (job postings andself-serve advertising must belinked to the company profile)

By joining or founding a groupyou can raise your profile andengage with relevantcommunities of interest, peerorganisations and potentialcandidates.

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Reach out to candidates -CPC Advertising and Job Postings

•CPC advertising– Targeted advertising

– Costs depending on targetingcriteria, budget can be definedby daily spendings

•Job Postings– Postings automatically appear

on the careers tab of thecompany profile

– Costs: $195 for a 30-day postingper country

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Targeting senior hires withLinkedin

• Objective:– Recruit for Senior Role in Global Financial Organisation

• Targeting:– relevant industries (Public Policy, Government Admin,

Int. Affairs, Government Relations, ProgramDevelopment, NGO Management, etc)

– Seniority: Senior, Partner, Director, VP

– Geography: Focus countries in Asia, Middle East, LatinAmerica

• Results: 3,300 clicks in 3 weeks– CTR 0.25%

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Targeting hard to recruitSpecialists

• Objective:– Recruiting Auditors for a European Institution

• Targeting:– relevant industries: Accounting, Finance, Quality

Insurance

– Age: 25-54

– Geography: European Focus Countries

• Results: 1,057 clicks to the recruitment website– CTR 0.04%

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Reach out to candidates -The LinkedIn InMail

•InMail– Targeted email to LinkedIn

members

– sent through LinkedIn

– numbers of Inmails is limitedto avoid mail-fatigue

– customised banner

Your Logo

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Reach out to candidates -The LinkedIn Mailing

• Objective:– Recruiting Senior Role in Energy Technology for a

European Institution

• Targeting:– relevant industries: Public Sector, Energy,

Academia

– Geography: European Focus Countries

• Results: 1,004 people opened the email– Opening rate 55%

– CTR based on opened mail: 30%

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Another way to promote yourorganisation: The customised careers tab

•LinkedIn offers two packages for organisations who want tocustomise the careers tab. Depending on the package (see nextslide) the careers tab includes a number of functions:

– The ability to adapt the page depending on their profile soFinance people see different information to HR professionals

– Add testimonials from employees– Add a video and banners to make the page more visually

appealing– Promote specific job opportunities– Provide links to e.g. your careers website and social network sites

to drive traffic to these content rich destinations– Develop a pool of potential candidates with whom you can

engage to e.g. tell them about upcoming recruitmentcampaigns

– Monitor who is viewing the page

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Customised Careers tab - What itcosts

•LinkedIn offers two packages, Silver (entry level) andGold.

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Step by step - Using Linkedin forrecruitment

1. Identify clear objectives, target audiences andmessages for advertising and your company page

2. Allocate responsibilities for implementation andmonitoring

3. Create your company page using engaging copy andvisuals

4. Promote your company page to staff, potential andactual candidates

5. Possibly, seek testimonials from people/organisationsthat have benefited from the work that you do

6. Leverage advertising opportunities for job vacancies7. Monitor the analytics that LinkedIn offers8. Keep your eyes open for additional functionality

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How can we help?

• Your presence on LinkedIn:– Work with you to develop your LinkedIn strategy

– Create content and visuals for your page

– Integrate your organisation’s page with the rest of youronline and social media activities

– Monitor and analyse your page’s performance andyour overall digital presence

– Keep you up to date with innovations

• Advertising on Linkedin:– Manage CPC and Inmail campaigns

– Post jobs

– Monitoring and reporting

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Next steps

• Which social media are relevant for mycandidates?

• How do I build a social media strategy?• What social media policy and guidelines

do I need?• I have limited resources, how can I use

them cost effectively?

TFA can help with a

Customised Social Media Workshop

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Stay in touch!

•TFA Blog: www.terrafirmaassociates.com/blog

•LinkedIn Group: International Public Sector

•@TFA_social

•jlevy@terrafirmaassociates.com

For more information please contactJulia Levy

jlevy@terrafirmaassociates.com