19 Novembre - Webcast: Un bravo recruiter deve essere un esperto di Marketing!

Agenda

Recruiting Seasonality

LinkedIn Value Proposition

Act like a marketer

Case history

Q&A

Recruiting Seasonality

Job Seasonality* isn’t the same for all markets – In Europe the most new hires start jobs in January and September, with a smaller spike in June

5

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%Italy 2012-2014 Avg Europe 2012-2014 Avg

Job

Star

t Sea

sona

lity

LinkedIn Value Proposition

LinkedIn: A global pool of talent

4M+INDONESIA

3M+PHILIPPINES

2M+MALAYSIA

1M+SINGAPORE

1M+SAUDI ARABIA

22M+BRAZIL

118M+UNITED STATES OF AMERICA

11M+CANADA

31M+INDIA

7M+AUSTRALIA

1M+NEW ZEALAND

4M+SOUTH AFRICA

1M+UNITED ARAB EMIRATES

19M+UNITED KINGDOM

10M+FRANCE

8M+ITALY

2M+BELGIUM

1M+DENMARK

4M+TURKEY

5M+NETHERLANDS

2M+SWEDEN

7M+SPAIN

13M+CHINA

400M+Membersworldwide +2 New members per second

KnowledgeThe definitive professional

publishing platform

NetworkWe connect the world’s

professionals

IdentityThe professional profile of

record

Professionals come to LinkedIn to develop their careers, not just to find jobs

75% of members are considered passive candidates – but most are open to considering a new opportunity

Open to talking to a recruiter

Completely satisfied; don’t want to move

Reaching out to personal network

Actively looking

Casually looking a few times a week

12%

13%

15%

45%

15%

Sweet Spot

Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries

Act like a marketer

Great recruiters think about jobs the way marketers think about products

Strong brands move people toward purchase long before they enter the store

Your company’s reputation as a place to work is the single most significant and strongest driver of job consideration

17%The company has

a reputation forgreat people

7%The company has

a reputation forbeing prestigious

20%The company has areputation for great

products and services56%The company has a

reputation asa great place to work

Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries

Employer Branding is a form of Marketing

Goal

Audience

Messaging

Call to ActionCustomer Journey

Sales / Fidelity Hires / RetentionProspects and

customersCandidates and

employeesConsumer Value

PropositionEmployer Value

PropositionPurchase our

products or servicesCome work with us /

Stay with usAwareness Interest Intent

PurchaseAwareness Interest

Application Hire

Marketing Employer Branding

LinkedIn Talent Solutions allow you to connect with top talent strategically and automatically

Talent Brand Development methodology

Client Objectives

Talent pool analysis

Client KPI analysis

Customized solution

Talent Brand Development strategy:

Generate Awareness

Engagement

Leads

Hires

Followers, impressions, ctr, clicks

Content KPIs (impression, clicks, viral

actions)

Responses in recruiter, (open rate, applications)

Case History

Build:Ad Campaign Performance

19©2015 LinkedIn Corporation. All Rights Reserved.

 Designed to drive candidates to the Client’s LinkedIn Career PagesRecruitment Ad Campaign

600.000 Impressions campaign Target

Geos:– Italy– US– UK– China– Spain– France– Turkey– Switzerland– Germany

Industry: Luxury and jewelry, Apparel and Fashion

Function: Retail Salesperson

20

Campaign Performance

Jun-15 Jul-15 Aug-15 Sep-15 Oct-150

1,000

2,000

3,000

4,000

5,000

6,000

Careers Page Views

Media TrafficOrganic & Other traffic

*Industry Average click through rate for a 300x250 Banner: 0.08%

Campaign live

Build:Follower Impact

22©2015 LinkedIn Corporation. All Rights Reserved.

 Client’s follower base has been positively impacted by the ad campaignsFollower Growth

Followers are 90% more likely to respond to an InMail

79% of LinkedIn members are interested in job opportunities at companies that they follow

May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-150

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

New Followers Followers

During the campaign: +12,708 new Followers ; +378% monthly followers

Follower Insights Growth 1 July – 1 November 2015

Growth

Italy 57%

US 51%

UK 56%

China 104%

Spain 146%

France 73%

Turkey 116%

Switzerland 89%

Germany 79%

Engage:Engagement on Career Page

©2015 LinkedIn Corporation. All Rights Reserved.

 Client is engaging with the target with content and JobsCareer page engagement

1

7693

1,297

Engage:Sponsored Updates

©2015 LinkedIn Corporation. All Rights Reserved.

 The client is reaching the target with the right contentSponsored Updates

Displaying the right content in front of the audience generates engagement, followers and brand awareness.

Key results: - 821 followers- over 452,000 impressions - Average engagement is over 0,91% 

Client’s content: video and Store opening annoucement

Client’s content: Brand communication

RecruitTalent Direct

29©2015 LinkedIn Corporation. All Rights Reserved.

Talent Direct campaign

Talent Direct Performance:

Email Delivered: 916 of 2,500 scheduled

Email Opened: 537

Open Rate: 57%

Total Leads: over 170

Response rate based on open 32%

 Designed to drive applicants to client’s recruiter

Company Logo / Image

30

Recruiting on LinkedIn in Three Steps

 Build  Engage  Recruit

 +12,708 high quality and relevant new followers from specific industry

in desired Geos

 +76 job views/week +1,000 career page

visits/week

 +170 interested candidates

Questions?

©2015 LinkedIn Corporation. All Rights Reserved.