Unlocking the Power of LinkedIn Career Pages [Webinar]
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Transcript of Unlocking the Power of LinkedIn Career Pages [Webinar]
5 Steps to Boosting Your Talent Brand Through Content 1talent.linkedin.com | 1
Success with LinkedIn Career Pages
June 3, 2015
Agenda
The Power of Personalization
The Benefits of a Career Page
ThoughtWorks’ Career Page Story
The Power of Engagement Media
Q & A
39M+ students
LinkedIn’s fastest growing demographic
LinkedIn: The world’s largest professional network
364M+members worldwide
4M+INDONESIA
3M+PHILIPPINES
2M+MALAYSIA
1M+SINGAPORE
1M+SAUDI ARABIA
21M+BRAZIL
115M+USA
11M+CANADA
30M+INDIA
7M+AUSTRALIA
1M+NEW ZEALAND
4M+SOUTH AFRICA
1M+UAE
18M+UK
9M+FRANCE
7M+ITALY
8M+CHINA
7M+MEXICO
3M+RUSSIA
5M+NETHERLANDS
6M+SPAIN
2M+BELGIUM
4M+TURKEY
2M+SWEDEN
1M+DENMARK
1M+IRELAND
1M+NORWAY
1M+PORTUGAL
1M+VENEZUELA
1M+ECUADOR
4M+COLOMBIA
4M+ARGENTINA
2M+CHILE
1M+JAPAN
1M+THAILAND
1M+HONG KONG
1M+S. KOREA
LinkedIn is not a job seeker destination, thus it provides access to active + passive talent
Membership Demographics
364M+ Members
70% Passive30% Active
Monthly Unique Visitors (M)December 2014
Indeed
Monster
Career Builder
Glassdoor
Dice
61%
ComScore Data, Dec. `14
Why Invest in Your Talent Brand?
1. A strong Talent Brand is associated with lower cost per hire
2. A strong Talent Brand increases response rates to recruiter messages (up to 2X)
3. Companies with a strong talent brand attract 50% more applicants to their jobs
4. Companies with a strong talent brand find 3X as many of their hires through LinkedIn
talent.linkedin.com/blog
Digital Trends 2015
• 400% conversion rate boost when companies deliver relevant content and high-quality experience
• Personalized products automatically get 73% more clicks.• 66% of marketers reported that targeting & personalization were top benefits of their
marketing strategy in 2014.
Source: BrainSINSSource: Janrain & Harris InteractiveSource: McKinsey & Company
Tell the right people you’re hiring
Reach your ideal audience automatically
wherever they go on LinkedIn
Your ideal passive candidate
Erika Robertson
500+ Connections
2nd
Software Engineer, ABC Co.London, UK
Ads Appear On LinkedIn
Homepage
Ads appear when viewing
profiles
Ads appear when visiting
Company Pages
Ads appear when interacting
in Groups
Media Significantly Increases Career Page Visits
Jan-
13
Feb-1
3
Mar
-13
Apr-1
3
May
-13
Jun-
13
Jul-1
3
Aug-1
3
Sep-1
3
Oct-1
3
Nov-1
3
Dec-1
3
Jan-
14
Feb-1
4
Mar
-14
Apr-1
4
May
-14
Jun-
14
Jul-1
4
Aug-1
40
100
200
300
400
500
600
700
800
900
178161146
216
687726718
850
385
281260265
243263
239269277265
304
175
Unique Career Page Visitors
Traffic Driver ads
Channel Your Inner Marketer 19
Awareness
EngageL
eadsH
ire
600,000 Ad Impressions
What’s the value behind media?
6,000 Click-throughs
480 Applications
16 Hires
1% Click-through rate
8% conversion of Job Views to Applications (LinkedIn average)
30 applications per position
Enhanced Career Page Options
+ Personalization
Increase relevance with more of your top talent pools and regions
+ Targeted Ads
Connect with candidates at every stage of the journey, not just actives.
Ensure you’re building awareness and engagement with the candidates you need.
Overview of
About ThoughtWorks• Our mission is to better humanity through software and help drive the
creation of a socially and economically just world.• Over 3,000 ThoughtWorkers across 30 offices in 13 countries
What’s Next for Thoughtworks?
• Developing Personas• Community Building• Content Marketing for Talent Acquisition
Hyper Targeted Traffic Driving
Duration: Nov. 9, 2014 – Feb. 28, 2015
Total views: 598,919 views
Total clicks: 3,436 clicks
Click through rate:0.57%
Outperformed the industry click through average by 7x!
*Industry Average click through rate for a 300x250 Banner: 0.08%
These ads reached Senior IT candidates globally
Job ViewersCompany/Career Page
ViewersFollowers Added
698Of your Target Audience
2,646Of your Target Audience
2,077Of your Target Audience
Driving Traffic to ThoughtWorks
10%
75%
Driving Engagement with ThoughtWorks’ Brand
28
May 2014 to Apr 2015
Engaged
with your brand
No engagement
with your brand
InMail Response Rates by Recipient Engagement
*Engaged member = any member who viewed one of your jobs, your company/career page or became
a follower within the 60 days prior to receiving an InMail from one of your employees
When candidates engage with your brand PRIOR to
receiving an InMail the Response Rate is
1.7x higher
5 Steps to Boosting Your Talent Brand Through Content 29
Key Takeaways
1. Personalizing your Career Page will provide a relevant experience to your target audience.
2. Leverage existing content & data to build out your story.
3. Drive members through the candidate journey via hyper targeted campaigns.
More InfoMore info on LinkedIn Career Pages:
http://linkd.in/17c1WNOEditing your LinkedIn Career Page:
http://linkd.in/1ET6wNK
talent.linkedin.com/blog