Building Your Follower Ecosystem

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

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

LinkedIn

@alexCharraudeau

Google+

http://uk.linkedin.com/in/alexcharraudeau/

http://twitter.com/AlexCharraudeau

http://twitter.com/AlexCharraudeau

https://plus.google.com/105133199897515233027/


Agenda

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

Build Recruit

1 3

Build your brand,

your platform

and talent pools

Pick up leads,

make placement

and hire staff

Build Engage Recruit

1 2 3

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

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7

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?

Speed


The Psychology – Cultural phenomenon – Speed



Why you would Follow a company – Facebook

49%

Support the brand I like

42%

Get a coupon or discount

41%

Receive regu-lar updates

35%

Participate in contests

31%

Share my personal ex-

periences


Why you would Follow a company – Twitter

52%

Special offers

44%

New products / services

51%

News on the brand

38%

I am a current customer

55%

I like the brand


Followers on LinkedIn

71%

Following companies for

jobs

68%

News and Insights

61%

Projects and iniativies

88%

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

http://www.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%

http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911

http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911


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