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#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Building Your Follower Ecosystem & What This Means For You@alexCharraudeau: Media Solutions Consultant
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
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+
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Value of Followers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7
Stay top of mind88% of members would follow a company
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 8
Generate preference for your business78% of company followers are more likely to respond to an InMail
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 9
Get people to do something by sharing jobs / conversion points71% of members will follow a company for jobs
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Followers are sustainable64% of followers would follow companies indefinitely
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 11
“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 -
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12
Psychology of Following
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13
The Psychology Why we Follow…
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 14
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…
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 15
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 16
The Psychology – Fear of missing out – Opportunity
Outside Recruitment In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 17
The Psychology – Social Proof
Who else is following? How many followers do you have?
Numbers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 18
The Psychology – Social Proof – Numbers
Outside Recruitment In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 19
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 20
The Psychology – Cultural phenomenon – Speed
Outside Recruitment In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 21
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 22
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 23
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 24
Followers on LinkedIn
71%
Following companies for
jobs
68%
News and Insights
61%
Projects and iniativies
88%
Would follow a company
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 25
How To Get Followers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 26
Generate Followers through word-of-mouth
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 27
Get Followers through being interesting
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 28
Advertising across LinkedIn to your target audience
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 29
Employee Profile Advertising
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 30
Follow on Company Pages
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 31
Follow on Jobs
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 32
Follow Us on the websitewww.developer.linkedin.com
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 33
Follow Us on Email
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 34
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 35
What to do with Followers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 36
Talent Landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Active Passive
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Active
The content you produce should match the market
Passive
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 38
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 39
“Leaders don't create followers, they create
more leaders.”- Tom Peters -
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 40
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 41
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%
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 42
5 Things To Do Today
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
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