5 Steps to Boosting Your Talent Brand Through Content 1talent.linkedin.com | 1

Success with LinkedIn Career Pages

June 3, 2015

Speakers

Agenda

The Power of Personalization

The Benefits of a Career Page

ThoughtWorks’ Career Page Story

The Power of Engagement Media

Q & A

LinkedIn Career Pages Benefits

39M+ students

LinkedIn’s fastest growing demographic

LinkedIn: The world’s largest professional network

364M+members worldwide

4M+INDONESIA

3M+PHILIPPINES

2M+MALAYSIA

1M+SINGAPORE

1M+SAUDI ARABIA

21M+BRAZIL

115M+USA

11M+CANADA

30M+INDIA

7M+AUSTRALIA

1M+NEW ZEALAND

4M+SOUTH AFRICA

1M+UAE

18M+UK

9M+FRANCE

7M+ITALY

8M+CHINA

7M+MEXICO

3M+RUSSIA

5M+NETHERLANDS

6M+SPAIN

2M+BELGIUM

4M+TURKEY

2M+SWEDEN

1M+DENMARK

1M+IRELAND

1M+NORWAY

1M+PORTUGAL

1M+VENEZUELA

1M+ECUADOR

4M+COLOMBIA

4M+ARGENTINA

2M+CHILE

1M+JAPAN

1M+THAILAND

1M+HONG KONG

1M+S. KOREA

LinkedIn is not a job seeker destination, thus it provides access to active + passive talent

Membership Demographics

364M+ Members

70% Passive30% Active

Monthly Unique Visitors (M)December 2014

LinkedIn

Indeed

Monster

Career Builder

Glassdoor

Dice

61%

ComScore Data, Dec. `14

LinkedIn Company Pages

LinkedIn Career Pages

Why Invest in Your Talent Brand?

1. A strong Talent Brand is associated with lower cost per hire

2. A strong Talent Brand increases response rates to recruiter messages (up to 2X)

3. Companies with a strong talent brand attract 50% more applicants to their jobs

4. Companies with a strong talent brand find 3X as many of their hires through LinkedIn

talent.linkedin.com/blog

The Power of PersonalizationEngage your audience with the right message

Digital Trends 2015

• 400% conversion rate boost when companies deliver relevant content and high-quality experience

• Personalized products automatically get 73% more clicks.• 66% of marketers reported that targeting & personalization were top benefits of their

marketing strategy in 2014.

Source: BrainSINSSource: Janrain & Harris InteractiveSource: McKinsey & Company

Personalization Trends

What does an engineer look for in a job?

Personalization

Engineering Students Brazil

The Power of Engagement MediaDriving Traffic to your Career Page

Tell the right people you’re hiring

Reach your ideal audience automatically

wherever they go on LinkedIn

Your ideal passive candidate

Erika Robertson

500+ Connections

2nd

Software Engineer, ABC Co.London, UK

Ads Appear On LinkedIn

Homepage

Ads appear when viewing

profiles

Ads appear when visiting

Company Pages

Ads appear when interacting

in Groups

Media Significantly Increases Career Page Visits

Jan-

13

Feb-1

3

Mar

-13

Apr-1

3

May

-13

Jun-

13

Jul-1

3

Aug-1

3

Sep-1

3

Oct-1

3

Nov-1

3

Dec-1

3

Jan-

14

Feb-1

4

Mar

-14

Apr-1

4

May

-14

Jun-

14

Jul-1

4

Aug-1

40

100

200

300

400

500

600

700

800

900

178161146

216

687726718

850

385

281260265

243263

239269277265

304

175

Unique Career Page Visitors

Traffic Driver ads

Media Significantly Increases Followers

Traffic Driver ads

Channel Your Inner Marketer 19

Awareness

EngageL

eadsH

ire

600,000 Ad Impressions

What’s the value behind media?

6,000 Click-throughs

480 Applications

16 Hires

1% Click-through rate

8% conversion of Job Views to Applications (LinkedIn average)

30 applications per position

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.

ThoughtWorks’ Career PageCrafting a Personalized Story

Overview of

About ThoughtWorks• Our mission is to better humanity through software and help drive the

creation of a socially and economically just world.• Over 3,000 ThoughtWorkers across 30 offices in 13 countries

Crafting a Personalized Story

ALL

SENIOR TECHNOLOGIST

GRADUATES

ThoughtWorks Talent Brand Presence on LinkedIn

AUSTRALIA

BRAZIL

What’s Next for Thoughtworks?

• Developing Personas• Community Building• Content Marketing for Talent Acquisition

Hyper Targeted Traffic Driving

Duration: Nov. 9, 2014 – Feb. 28, 2015

Total views: 598,919 views

Total clicks: 3,436 clicks

Click through rate:0.57%

Outperformed the industry click through average by 7x!

*Industry Average click through rate for a 300x250 Banner: 0.08%

These ads reached Senior IT candidates globally

Job ViewersCompany/Career Page

ViewersFollowers Added

698Of your Target Audience

2,646Of your Target Audience

2,077Of your Target Audience

Driving Traffic to ThoughtWorks

10%

75%

Driving Engagement with ThoughtWorks’ Brand

28

May 2014 to Apr 2015

Engaged

with your brand

No engagement

with your brand

InMail Response Rates by Recipient Engagement

*Engaged member = any member who viewed one of your jobs, your company/career page or became

a follower within the 60 days prior to receiving an InMail from one of your employees

When candidates engage with your brand PRIOR to

receiving an InMail the Response Rate is

1.7x higher

5 Steps to Boosting Your Talent Brand Through Content 29

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.

More InfoMore info on LinkedIn Career Pages:

http://linkd.in/17c1WNOEditing your LinkedIn Career Page:

http://linkd.in/1ET6wNK

talent.linkedin.com/blog