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 [email protected]
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
44
70% of activity on LinkedIn is people looking at people Recruiters get 10X more profile views
45
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
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
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