Your 2014 Small Business Recruiting Checklist: Make This Year Count | Webcast

#hiretowin | talent.linkedin.com

It’s here! Make it count.

Maria Ignatova

Content Marketing Mgr LinkedIn Talent Solutions

@mariaignatova

Leela Srinivasan

Director of Marketing LinkedIn Talent Solutions

@leelasrin

Please submit questions in the WEBEX Chat Box to ALL PANELISTS

Feel free to tweet comments and the good stuff with #hiretowin

Meet Your Presenters

#hiretowin | @hireonlinkedin


Let’s find out a little more about you

If you could invest in just one of these for 2014, which would you choose?

• Building a unique and strong employer brand • Finding exactly the right candidates for my company • Reach candidates where they are with mobile recruiting • Improving my (team’s) recruiting fundamentals • Save time by getting the rest of my company to help with

recruiting

Look familiar?


Invest TIME

Invest MONEY

You CAN be more nimble and flexible than larger talent competitors

Make This Year Count

#1. GET TO KNOW YOUR AUDIENCE


Recruitment and sales/marketing: more similar than different

Consideration

(1:1 candidate discussions)

Preference (1:1 closing)

Discovery (1: many lead generation) In order to move your prospects

down the funnel, you have to • Speak in their language • Understand their challenges

and concerns • Offer them the right solution While in 1:1 discussion, candidates are still influenced by your 1:many activities


How can you most effectively connect with your candidates?

1:1 1: many Where • Inbox

• Phone • In-person

• Social platforms • Careers site • Blogs & press

If you know what makes

your audience tick, you get…

• Credibility • Responses • Referrals • Results!

• Credibility • Engagement • Conversions • Results!

Points to ponder

95% of LinkedIn members are open to relevant InMails from recruiters

71% of those who follow companies on LinkedIn are interested in careers

Know your audience and speak their language

1:1 1: many

• For roles you hire frequently, save time by developing personas to represent group’s needs/behaviors

• Put a human face on your target, get hiring team on same page

• Spend time listening and note-taking

• Read notes before each interaction and educate your team

Stacey Uchida Vice President, Sales Current

North Widgets Education

Michigan State University

3 ways to develop personas

1

2

3

Listen. Proactively solicit feedback from candidates and recent hires.

Leverage our free talent pools reports.

Go where they go, e.g. - - Sites they frequent - Local meetups - LinkedIn Group discussions


lnkd.in/plan

What’s the investment?

Priority Time Money 1. Get to know your audience

• Candidate and new hire research

• “Persona” development

• Candidate research (low $)



#2. BUILD & AMPLIFY YOUR TALENT BRAND



Talent brand is just as important to small businesses

69% Of recruiting leaders at companies with <500 employees agree talent brand is a top priority for their organization

(vs. 70% global average across all companies)

Talent Brand: employer brand on social steroids

Your talent brand is the highly social, totally public version of your employer brand that incorporates what your talent – past, present and potential - thinks, feels and shares about your company as a place to work.



Talent brand is huge opportunity for smaller organizations to stand out

http://lnkd.in/edrocks

http://lnkd.in/edrocks

Where to invest time and budget?

Source: LinkedIn 2013 Global Recruiting Trends Survey , US responses only

2012 2013

Company website 85% 79% -6% Friends/family, word of mouth 63% 61% -2% Online professional networks (e.g. LinkedIn) 47% 54% +7% Social media (e.g. Facebook) 43% 45% +2% Public recognition/awards (e.g. 'Best Places to Work') 27% 30% +3% Traditional Job Boards 35% 26% -9% Public relations efforts 23% 25% YouTube videos 13% 12% Glassdoor 10% 11% Print ads 11% 9%

Increase (+) Decrease (-) Top 10 Channels to Communicate Your Talent Brand


P.O.P. Profile Optimization Project


Before

New professional photo

Summary section with rich media

New headline

Increased reach

After

Built out work history with rich media

Added Volunteers & Causes Section

Added additional skills

Rich media in Education section

Recruiting & HR should lead the way


Help your team shine on LinkedIn and other social platforms – brown bag-style

• Went low-budget, grassroots route • Got exec buy-in on brown bag lunches for hiring

managers • Helped employees overcome anxieties about what

to say on profiles


Leverage traffic to your profiles using Work with Us

Build brand through free targeted status updates

Tips for targeted status updates

Share jobs, relevant news stories about your company, employee interviews from your blog, etc..

Mix it up

Sketch out what you’ll say in advance and build a dialogue with your followers.

Have a plan

Remember the messaging you’re trying to get across and think about how to incorporate it.

Stay on brand

71% of company followers on LinkedIn are interested in career opportunities at companies they follow.


Anchor your LinkedIn presence: Careers Page

Think visually. Use bold images to give a real-world glimpse into your organization.

Think digitally. Whatever you say, keep it brief. Content from your glossy graduate recruitment brochure may not make sense online, where attention spans are shorter.

Think video. You’ll be able to engage candidates more deeply if they hear real people tell their own stories, so make video a core part of your strategy.

Think customized. Adapt your content to viewers based on their LinkedIn profiles. You can target your Career Pages based on a candidate’s job function, industry, geography, and more.







2. Build and amplify your talent brand

• Candidate engagement through scale channels

• TA profiles, Company Page • Employee training

• LinkedIn Careers Page (mid $), Work with Us Ads (low to mid $)




#3. PRIORITIZE WHERE YOU PIPELINE



Who’s already pipelining? Take the poll!

• Little or not at all – we don’t have time • Little or not at all – we don’t have enough visibility • Somewhat, depending on the role • A lot. We are zen pipeline masters • I’m not even sure I know what true pipelining is

Bill McComb, CEO, Kate Spade

I have this philosophy: "Drill a well before you need a drink." It

relates to a lot of things, but particularly talent and recruiting.


How to Build a World Class Talent Pipeline

Tip 1: Prioritize Where You Pipeline to Save Time

Tip 2: Pre-screen for Top Performers/Stay in Touch with “Silver Medalists”

Stakeholder Tips: Organization Tips: Time Saving Tips: Talking to Candidates Tips:

Tip 3: Get Hiring Manager Commitment

Tip 4: Commit to Keeping Track

Tip 5: Stay Visible with Less Effort Via Indirect Channels


For all 12 tips for a stunning talent pipeline, see http://lnkd.in/pipeline-success

http://lnkd.in/pipeline-success











• LinkedIn Careers Page (mid $), Work With Us Ads (low to mid $)

3. Get serious about pipelining

• Hiring manager education • Pipeline setup & maintenance

• CRM/ LinkedIn Recruiter (mid $)




#3. GET SERIOUS ABOUT PIPELINING


#4. EMBRACE MOBILE RECRUITING


Your candidates are on mobile in considerable numbers…

Candidates who have visited company careers site on mobile

Candidates who have applied to a job on mobile


Active

Passive

87%

13%

0%

20%

40%

60%

80%

100%Invest adequately in mobile

Not investing adequately in mobile

…but employers have not embraced mobile nearly as enthusiastically

20%

Companies with optimized career sites

Globally very few employers have invested in mobile recruiting

Companies with optimized job posting

18%


3 guerrilla mobile recruiting tactics for 2014 1. Use ready-made mobile templates from Wordpress, GoDaddy, and other web-hosting providers (already part of your service).

3 guerrilla mobile recruiting tactics for 2014 Bonus: Services like Duda Mobile can help you build your own mobile template with a few clicks and about $8 a month.

3 guerrilla mobile recruiting tactics for 2014 2. Revise emails, InMails and website copy for mobile. Use visuals.

• Make every word on the screen count: Keep your sentences and paragraphs short.

• Use large fonts.

• Include an obvious call to action. • Use eye-catching visuals that are also

small in size so they load fast on a phone.


3. Take advantage of the mobile-optimized services 3rd party sites offer (social media, job boards). Here is an example of mobile application through LinkedIn:

3 guerrilla mobile recruiting tactics for 2014












• Hiring manager education • Pipeline setup & maintenance


4. Embrace mobile recruiting

• Email, InMail and site copy revision

• Research on whether web-hosting service offers free mobile templates

• Mobile template ($8 a month), LinkedIn Job Slots (low to mid $)



#5. GET CREATIVE WITH YOUR EXISTING TALENT






AGREE OR DISAGREE?

“We do a great job of moving talent around within our own company.”

Enter your answers in the chat box

Why you should start by looking inward

79% who left a company would have stayed for a relevant

internal opportunity

65% of those who left said it was easier to find a role outside the company than internally

#hiretowin | @hireonlinkedin Source: LinkedIn surveys, 2012-13

3 things you can do

1

2

3

Hire people that you know can grow with the business (e.g., smart, resourceful people who fit your culture).

Get business leaders on board with moving people around within the company; help them understand what that means for the skill sets you hire. .

Make sure your employees know about opportunities as well as any criteria they need to fill (e.g., minimum time in role)












• Educate team • Pipeline setup & maintenance


4. Embrace mobile recruiting

• Email, InMail and site copy revision

• Research on whether web-hosting service offers free mobile templates

• Mobile template ($8 a month), LinkedIn Job Slots (low to mid $)

5. Get creative with your existing talent

• Consensus-building with leaders that mobility = good

• Employee updates on openings

• n/a


#6. GET MORE VALUE FROM EXISTING SOLUTIONS!








For LinkedIn Talent Solutions customers: 5 ways to be more productive and successful

1

2

3

Email-based import easy upload of resumes to LinkedIn Recruiter ([email protected])

Special algorithms intelligent candidate discovery (e.g., People You May Want To Hire, Similar Profiles, Inside Opinion)

Custom search filters + saved search alerts exactly the right talent, pushed to you regularly

For LinkedIn Talent Solutions customers: 5 ways to be more productive and successful

4 Go mobile with the LinkedIn Recruiter app, so you can find and engage the world’s best talent while on the go

Get insights on your company’s hiring performance on LinkedIn: Talent Flows, InPact, and more

5

#6. GET MORE VALUE FROM EXISTING SOLUTIONS!








We’re here to help you crush it in 2014

Strategic Sourcing and Pipelining

Metrics and Analytics

Personalized Job Targeting

Talent Brand Development

More details at talent.linkedin.com


New Year, New You: How to Build a Knockout Recruiting

Presence on LinkedIn with Jason Seiden

January 22, 2014 February 26, 2014

Follow @hireonlinkedin for details

• 24 hour virtual conference • OnDemand leadership and best practices

available 24/7 • Live chats with speakers and LinkedIn product

specialists • Scheduled webcasts from 9am – 1pm PST

(North America)

Tools for Small Businesses

Save the Dates!

Tool What it Does Learn More Recruiter Lite Helps an individual or small organization with

infrequent hiring needs find and engage top talent lnkd.in/RecruiterLite

LinkedIn Recruiter Our most powerful tool for finding and engaging top talent. Helps small businesses compete with the big guys.

lnkd.in/recruiter

Job Slots & Work With Us Ads

Target your job openings to the right candidates lnkd.in/JobSlots

Your 2014 Small Business Recruiting Checklist: Make This Year Count | Webcast

Business

Transcript of Your 2014 Small Business Recruiting Checklist: Make This Year Count | Webcast