Optimizing your LinkedIn Career Page

Strategic Talent Brand Consultant

04-11-2015

Agenda

- Talent Brand for Talent Acquisition

- Create the right message

- DIY Employer Brand

- Followers

- Premium Page impact

Talent Brand for TA

Every candidate you have ever

hired has been on the same

journey

6

Unaware

How Talent Brand works for Talent Acquisition

Start the conversation

Proactively bring those hard-to-reach

candidates into your funnel

Build relationships

Win them over with content that matters

to them in a voice they can relate to

Convert

From followers to candidates through

outreach for the right opportunities

Hire

The right people, efficiently

Aware

Engaged

Considering

Hire

Target Members

Brand Ambassadors

How Talent Brand works for Talent Acquisition

The beauty of

employer brand is

you don’t need

everybody to know

your name. Only

the right people.

#TalentBrand

72%

of all internet users are

active on social media 89%

of those between 18 and 29

years are social media

users

72%

of individuals aged 30 to 49

are engaged in social

media 71%

of users access social

media from a mobile

device

Our world tomorrow – the big picture statistics

What does it mean to work

for your organization?

We all have different motivations

Employer Brand Attributes

Current position

Start Date

1 Month

later

3 Months

Later

Average lag between first contact and LinkedIn profile update = 7 months

Prior position

New Hire

AkzoNobel

Anna Boulanger

500+ Connections

2nd

Quality Assurance Technologist

BASF

Anna Boulanger

500+ Connections

2nd

Quality Assurance Technologist

1 Month 2 Months 3 Months 4 Months 5 Months

prior

Ad

Click Becomes

Follower

Views Career

Page + Searches

Jobs

Applies for

job Accepts

offer Updates

LinkedIn Profile

The passive hire journey.

Aware

Engaged

Considering

Hire

Target Members

Brand Ambassadors

1. Recruitment Ads raise awareness of your Talent Brand & job opportunities

2. Sponsored Updates engage unaware talent through branded content (desktop & mobile)

3. Talent Direct campaigns reach targeted pools of talent to build pipeline and raise awareness of specific roles

4. Sponsored Jobs increase applications for top priority or hard-to-fill roles by 30-50% (desktop & mobile)

Priority Blasts (as needed)

Always-On Media

You have the opportunity to reach talent at

every stage of consideration

Create the right message

The LinkedIn Careers Page

The LinkedIn Careers Page

LinkedIn Managed Modules

Intro slide

19

20

DIY

DIY

Upload Customised Banner Image

Click and drag the

yellow rectangle to

choose the part of

the image to

display in the

banner

Make your banner

clickable by adding

a url

23

Showcase what makes your company unique

Add a compelling

Headline and

Tagline

Customise the

section Headline

25

Include a YouTube

video, image or a

SlideShare

presentation

Use Rich Media to showcase your brand

Share links to external urls

27

28

29

Your Employees are your greatest brand

ambassadors

Number 1 activity on LinkedIn is members viewing other

members profiles

Include Employee Testimonials

30

Start typing the

members name

then include it in

the dropdown that

appears

Include testimonials

that describe the

work culture and

why the employee

chose to work at

your company

31

Include Employee Testimonials

Set Up

Audiences

Create Customised Views

l

2

3

2

3

Engage your audience with the right message

l Graduates

2

2

3

3

Engage your audience with the right message

Engage your audience with the right message

l

2

2

3

3

Doing business without advertising is like

winking at a girl in the dark.

You know what you are doing

but nobody else does.

(E.W. Howe)

People

Designed to drive targeted talent to your LinkedIn Career Pages

Erika Robertson

500+ Connections

2nd

Software Engineer, ABC Co.

Amsterdam, NL

Erika Robertson

Engage with the right talent

Followers Engage

40

15%

16%

31%

32%

33%

34%

35%

44%

47%

48%

57%

64%

74%

Want to receive deals and special offers from the company

Want to sell something to the company

Current customer/user/client of the company

Work for a competitor

Want to be included in the company's community on LinkedIn

Stay up to date on financial and investment news related to the company

My company currently does business with the company

Currently work for the company

Want to learn more about the company's products and/or services

Used to work for the company

Interested in working for the company

Stay up to date on latest news from the company

Stay informed on the industry

% Among Global Followers

“What are/would be the primary reasons you follow companies on LinkedIn?”

Base: n=1421 Global Followers of six verticals (technology, financial services, professional services, education, automobile, travel); Source: LinkedIn Internal Study May 2015

Followers are looking to stay informed on the latest news,

industry trends, and products and services from companies

OF FOLLOWERS ARE INTERESTED IN JOB OPPORTUNITIES

WITH THE COMPANIES THEY FOLLOW

MORE LIKELY TO RESPOND TO YOUR INMAIL

FOLLOWERS ARE

Premium Page Impact

43

On average, LinkedIn

members view

5 Careers Pages when

considering their next job

opportunity – will yours stand

out?

Career Page viewers are

2.4x

more likely to respond to

an InMail

Job applicants view your

Career Page

35% more than those who do not

apply

Companies with Careers

Pages on LinkedIn see an

average increase of

14% in hires impacted by

LinkedIn vs. companies

without Careers Pages

Candidates use LinkedIn

Career Pages to learn

more about potential

employers

LinkedIn Career Page

viewers prove to be a

valuable talent pool

A central hub to give interested candidates a

reason to want to work for you

45

Companies using dynamic Career Pages

receive a boost of

Of followers hired, compared to static Career Pages

Your Premium Pages

©2015 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.