LinkedIn Day London

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Search and Staffing, 7th November 2014

Ollie Sharpe UK Sales Manager, LinkedIn @olliesharpe

Building your Brand and Social Media Strategy

@olliesharpe

Recruitment companies are moving from being sales

focussed to being marketing focussed…

@olliesharpe

What is

@olliesharpe

“A brand is a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one service or another”

Seth Godin

@olliesharpe

Marty Neumeier, Zag

@olliesharpe

“Brand is simply an organisation, product or service with personality”

Wally Olins

@olliesharpe

Simon Sinek: www.startwithwhy.com

Performance Heritage Style

@olliesharpe

@olliesharpe

Why do you exist? How are you different? What is your unique selling proposition? How do you communicate what your consultants do? What are your values?

@olliesharpe

If your company was a car, what car would it be?

SAFE

INNOVATIVE

PERFORMANCE

PRESTIGIOUS

AFFORDABLE QUALITY

LUXURIOUS PIONEERING

BRAND OF THE PEOPLE

LUXURIOUS

LONGEVITY

@olliesharpe

Because you know you are better than everyone else!

@olliesharpe

WE ARE THE BEST!

@olliesharpe

@olliesharpe

Why is Brand Important?

@olliesharpe

@olliesharpe

@olliesharpe

@olliesharpe

@olliesharpe

@olliesharpe

@olliesharpe

The best recruiters act like marketers…

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@olliesharpe

@olliesharpe

Followers are 95% more likely to respond to an InMail

79% of members are interested in job opportunities from companies they are following

@olliesharpe

3 Simple Steps

@olliesharpe

Build Followers

Engage them

@olliesharpe

Recruit

@olliesharpe

Build

Engage

Recruit

Followers

them

“What do internal talent teams need from their agency partners?”

Emy Rumble-Mettle Head of Talent Acquisition GroupM

• Myself • GroupM

• Talent function

“Tell us about yourself and your company”

• ‘Supplier’ status • Huge spend • No control • Lack of trust from

agencies

• ‘Partner’ status • Cost savings • Control • Strong relationships

“How have things changed since you started?”

• Showcasing EVP • LinkedIn Recruiter • LinkedIn Job Slots • Tracking success

“How have GroupM adopted Social Recruiting?”

• Working with chosen partner agencies • Specialist agencies for specialist roles • Agencies with reach in to niche areas

“How are you planning to use agencies within your Talent Roadmap for 2015?”

“What do you look for in your due diligence?”

• Previous performance • Identifying and qualifying specialist skill sets • Understanding our DNA • The candidate experience if what they see and how they feel

at each touch point • Their digital presence & engagement on social media

“What is your selection criteria when deciding your PSL?”

• 1. Performance is not £££

• 2. Partnership = Client & Talent Function

• 3. Pre-empt your client’s needs

“What are your three key takeaways?”

Chris White Account Executive, LinkedIn cwhite@linkedin.com

How we can help you build, engage & recruit

Creating ‘followers’ will fuel your success

? ? ?

? ? ?

? ? ?

What good is a post on Facebook if you

have no friends?

Members are 61% more likely to share information as a result of following your company 61%

95%

Followers are 95% more likely to respond to an InMail

79% of members are interested in job opportunities from companies they are following 79%

Lets work out where are the gaps

• Launching in to a new market or geo?

• Need more customers?

• Need more candidates?

• Need to find good internal talent?

Follower Ads

Targeted Adverts

• Geography • Industry • Job Function • Seniority • Company Size • Current Company Name • School Name • Groups

Your employees are networking with relevant talent

2,043

professionals visit your employees’ profile pages every month

Top job functions Top viewer companies

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70% of activity on LinkedIn is people looking at people Recruiters get 10X more profile views

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CTRs • Industry average = 0.08%. • We get between 5 and 10 times the standard • Value in awareness before someone clicks

Capturing your teams traffic as followers

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Examples of follower growth

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Engage your Followers

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Having a dynamic presence Journey • Jobs • Follower Ads • Employee Profile Branding • Company Page • Follower Update • InMail • Sponsored Update • Link on website • Shared links ≤ 400%

Targeting • Geography • Industry • Job Function • Seniority • Company Size

*Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014

increase in candidate conversions achievable with targeted content

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Examples

Company Pages – Targeted Status Updates

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Content - Create or Curate?

• The key is to post content which is native to your audience on LinkedIn

• Giving people information to be better at their job will always drive a better interest than just posting cv writing tips

• Industry websites

• LinkedIn Pulse

• LinkedIn SlideShare

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Corporate Solutions Support

Relationship Manager – To work with you over the partnership to drive the most success Media Solutions Team – To work with you to enhance your social media strategy & set up the media side of our solutions Customer Success Team – There to make sure you are getting the best use and success out of our solutions LinkedIn University – Learning centre for Recruiter users Enterprise Support – Contactable for any technical issues or request for alternative help

@olliesharpe

Recruit

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LinkedIn Jobs

• Promote your brand and drive followers

• The most successful job postings list what the job can do for the candidate, not what the candidate

needs to be for the job

• We push relevant jobs out to relevant members via their home screen, on the job board section, on your company page and on their mobile device

• Followers are twice as likely to be served your jobs as they are engaged with your business

79% of members are interested in job opportunities from companies they are following 79%

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LinkedIn Recruiter • IP Ownership

• Greater access to the network

• Workflow & collaboration tools

• Inmails to contact the right people • Business Development

• Official LinkedIn certification

95%

Followers are 95% more likely to respond to an InMail

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