5 Steps to Boosting Your Talent Brand Through Content 1talent.linkedin.com | 1
Success with LinkedIn Career Pages
Speakers
Agenda
The Power of Engagement Media
The Power of Personalization
McGladrey’s Career Page Story
Reporting & Sample Results
Q & A
LinkedIn Career Pages Personalization & Relevancy
Digital Trends 2015
• Personalized products automatically get 73% more clicks.
• Nearly ¾ of online users get frustrated with websites when the content has nothing to
do with their interests.
• 66% of marketers reported that targeting & personalization were top benefits of their
marketing strategy in 2014.
Source: BrainSINS
Source: Janrain & Harris Interactive
Personalization Trends
LinkedIn Career Pages
LinkedIn Career Pages
Personalization
Engineering Students Brazil
Relevancy
The Power of Engagement MediaTargeted Ads
How does this look across the web…
How this looks on LinkedIn….
A day in the life of a member on LinkedIn…
14
Profile Snapshot:
George Costanza
Lives in Greater New York
230 connections in his network
Graduated from Queens College
Joined 4 groups related to his industry
George CostanzaArchitect | Architecture and Engineering Industry
Ideal Passive Candidate
Day 1
Day 2-4
Day 5-6
Day 7-9
Day 10
What’s the value behind media?
Impressions Served: 599,205
12
Number of candidates made aware
of your brand message
Number of the above candidates
who engaged with you on the
network after being exposed to your
brand message
Number of the above candidates
you hired in the months after the
campaign
Sample Client Data
78,240
3,607
Unaware
Considering
Hired
Aware
Enhanced Career Page Options
+ Personalization
Increase relevance with more of your top
talent pools and regions
+ Targeted Ads
Connect with candidates at every stage of
the journey, not just actives.
Ensure you’re building awareness and
engagement with the candidates you need.
Reporting & Sample ResultsUnderstanding Benchmarks
Increase of ~6X
in page views
Increase of ~5X
in unique
visitors
Increase of
~2.5 in
Followers
Campaign Reporting
Reporting is shared by your Media Account Manager. Ads are intended to increase traffic to your Careers Page, Jobs, and grow Followers.
Here’s an actual customer example after launching Traffic Drivers:
Media Significantly Increases Career Page Visits
175
304
265 277 269239
263243
265 260281
385
850
718 726
687
216
146161
178
0
100
200
300
400
500
600
700
800
900
Unique Career Page Visitors
Traffic Driver ads
Media Significantly Increases Followers
Traffic Driver ads
Anticipating ROI
300,000 Ad Impressions 600,000 Ad Impressions
McGladrey’s Career PageCrafting a Personalized Story
Overview of McGladrey
About McGladrey:
• 5th largest US provider of assurance, tax and consulting services
focused on the middle market
• 8,000 people in 80 US cities
• Member of RSM International – Presence in 110 countries
ALL
CONSULTING
CAMPUS
McGladrey’s Talent Brand Presence on LinkedIn
AUDIT & TAX
Crafting a Personalized Story
What’s Next? Military Content
Duration: June 13, 2014 –Dec. 13, 2014
Total views: 1,497,655 views
Total clicks: 3,111 clicks
Click through rate:0.20%
Outperformed the industry click through average by 2x!
*Industry Average click through rate for a 300x250 Banner: 0.08%
These ads reached Accounting and Consulting professionals
Hyper Targeted Traffic Driving
Impressions Served: 1,497,655 Duration: June 13, 2014 – Dec. 13, 2014
21
Number of candidates made aware of your brand message
Number of the above candidateswho engaged with you on the networkafter being exposed to your brand message
Number of the above candidates you hired in the months after the campaign
Your investment and The Candidate Journey
86,309
4,534
Unaware
Considering
Hired
Aware
Measuring the Impact
Job ViewersCompany/Career Page Viewers Followers Added
2,361Of your Target Audience
2,718Of your Target Audience
685Of your Target Audience
McGladrey New Monthly Followers (non-employees)
Traffic Driver Ads
Driving Engagement with McGladrey’s Brand
5 Steps to Boosting Your Talent Brand Through Content 35
Key Takeaways
1. Personalizing your Career Page will
provide a relevant experience to
your target audience.
2. Leverage existing content & data to
build out your story.
3. Drive members through the
candidate journey via hyper
targeted campaigns.
Q & A Any Questions?
More info on LinkedIn Career Pages:
http://linkd.in/17c1WNO
Editing your LinkedIn Career Page:
http://linkd.in/1ET6wNK
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