Building Your Follower Ecosystem

Building Your Follower Ecosystem & What This Means For You@alexCharraudeau: Media Solutions Consultant

Alex Charraudeau

Ex-recruiter 7 years as a recruitment marketing guy Web design, development, brand strategy, search marketing, email

marketing, social media strategy At LinkedIn I help recruiters get the most out of LinkedIn

@alexCharraudeau

Google+

Agenda

What is the Value of Followers? How to get Followers What to do with Followers 5 things you can do today

Build Recruit

Build your brand,

your platform

and talent pools

Pick up leads,

make placement

and hire staff

Build Engage Recruit

Build your brand,

your platform

and talent pools

Demonstrate why

they should do

business with you

Pick up leads,

make placement

and hire staff

The Value of Followers

Stay top of mind88% of members would follow a company

Generate preference for your business78% of company followers are more likely to respond to an InMail

Get people to do something by sharing jobs / conversion points71% of members will follow a company for jobs

Followers are sustainable64% of followers would follow companies indefinitely

“When I hear people debate the ROI of social media it makes me

remember why so many business fail. Most businesses are not playing the marathon. They're playing the

sprint.” - Gary Vaynerchuk -

Psychology of Following

The Psychology Why we Follow…

Fear of missing out– Fear of missing out (or FOMO) is a form of social anxiety. This is especially

associated with modern technologies such as mobile phones and social networking services

Social proof– Social proof is where people assume the actions of others in an attempt to reflect

correct behavior for a given situation

Bandwagon effect / Cultural phenomenon– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends

increases the more that they have already been adopted by others

The Psychology Why we Follow…

The Psychology – Fear of missing out

Why should they Follow you? What are you delivering that will improve their life? How can you influence and improve someone’s career? What opportunities are you opening someone up to?

Opportunity

The Psychology – Fear of missing out – Opportunity

Outside Recruitment In recruitment

The Psychology – Social Proof

Who else is following? How many followers do you have?

Numbers

The Psychology – Social Proof – Numbers

The Psychology – Bandwagon effect / Cultural phenomenon

How long do you have before people loose interest? Have they already started following all of your competitors?

The Psychology – Cultural phenomenon – Speed

Why you would Follow a company – Facebook

Support the brand I like

Get a coupon or discount

Receive regu-lar updates

Participate in contests

Share my personal ex-

periences

Why you would Follow a company – Twitter

Special offers

New products / services

News on the brand

I am a current customer

I like the brand

Followers on LinkedIn

Following companies for

News and Insights

Projects and iniativies

Would follow a company

How To Get Followers

Generate Followers through word-of-mouth

Get Followers through being interesting

Advertising across LinkedIn to your target audience

Employee Profile Advertising

Follow on Company Pages

Follow on Jobs

Follow Us on the websitewww.developer.linkedin.com

Follow Us on Email

By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.

The spike in March & April was due to a short burst of Follower advertising.

What does success look like?Graph of Follower Growth over time

What to do with Followers

Talent Landscape

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Active Passive

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Active

The content you produce should match the market

Passive

Job related content Interview tips Jobs!

Create content for both active and passive people

Active Content Passive Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment

“Leaders don't create followers, they create

more leaders.”- Tom Peters -

A member’s journey

Awareness

Consideration

Preference

Conversion

Advocacy

60% of the decision is

made before contact

with a sales person

Social media has made

this easy than ever

before

The Content Marketing MasterclassFor more information find slides here: http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911

What content is your target interested in?

“Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.”

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at HSBC

0% 50% 100%

5 Things To Do Today

5 Things to Do Today

1. Figure out why people should follow you

2. Communicate the benefits of following you

3. Add a Follow Us button on your website and email signature

4. Advertise to your target audience

5. Analyse, review, improve

Building Your Follower Ecosystem

Business

Transcript of Building Your Follower Ecosystem

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