Build Engage Recruit - How to Build your Talent Brand

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  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Wifi:

    Username: london-guest

    Password: LinkedIn-UK

    Greg James

    Enterprise Talent Solutions

    LinkedIn

    Vinesh Sanghrajka

    Enterprise Talent Solutions

    LinkedIn

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    The world is

    changing fast Candidates

    More Connectivity

    More Choice

    More Channels

    1980s 1990s 2000s 2010s

    Filing Cabinet

    Recruitment

    Offline Database

    Job Channels

    Social Media

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Social media is here to stay, embracing its power is the key

    57% of the decision to buy

    is now made before any commercial contact with

    your business1

    1 Source: Harvard Business Review, The End of Solution Sales, July 2012

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Professionals use LinkedIn for

    3 valuable reasons

    Knowledge The definitive professional

    publishing platform

    Network We connect the worlds

    professionals

    Identity The professional

    profile of record

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    are passive

    80%

    60% Are passive yet

    open to

    opportunity!!

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    The best companies approach talent acquisition with a

    sales and marketing process

    Social media keeps the conversation going 1

    because you need to nurture your audience

    Sales is one-to-one, marketing is one-to-many 2

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Creating followers will

    fuel your success

    ? ? ?

    ? ? ?

    ? ? ?

    What good is a post on Facebook if you

    have no friends? 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%

    Members are 61% more likely to share information as a result of following your company 61%

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    ENGAGE

    We recommend

    3 simple steps

    Your followers &

    Your brand

    Nurture your target

    audiences

    Do what you do

    best

    Build Engage Recruit

  • Your LinkedIn journey

    RECRUIT ENGAGE BUILD

  • Accelerate follower growth

    Reach out to potential clients & candidates and convert them into followers

    BUILD

    Targeted Campaigns

    300% Follower base increase - Symphony Teleca

    Ashfield Healthcare

  • Leverage your employees BUILD

    Employee Profile

    Ads

    of page views are members looking at members 76%

    Ashfield Healthcare

  • RECRUIT ENGAGE BUILD

    Your LinkedIn journey

  • Improve your follower engagement with

    relevant messaging ENGAGE

    Page visitors see the content that is relevant to them

    400% increases in candidate conversions achievable with targeted content1

    Career Pages

    Images

    JOBS

    Videos

    1 Source: David Edelman, McKinsey & Company, Quality & Relevance, March 2014

  • Keep your followers

    up to date

    Ensure you are always top of mind

    Relevant content Encourages likes & shares

    ENGAGE

    Content Updates

    Members are 61% more likely to share information as a result of following your company

    61%

  • Accelerate your

    engagement reach

    uplift in click through rates for updates 25% the usual content traffic 3x

    Reach a wider audience with sponsored updates before you even have them as followers

    ENGAGE

    Sponsored Updates

  • RECRUIT ENGAGE BUILD

    Your LinkedIn journey

  • Promote your jobs to the best

    candidates RECRUIT Relevant

    Job Posts

    Only the most suitable candidates will see your jobs

    Job posts are a great engagement tool

    Job visibility can be increased with Sponsored Jobs

    of members are interested in job opportunities from companies they are following 79%

  • RECRUIT

    Share Jobs

    Post jobs to your network:

    Your consultants have networks on LinkedIn

    Make sure that they are sharing relevant opportunities to these networks regularly

    Line managers and teams

    use the network

  • RECRUIT

    Recruiter

    Increased access to the network

    Reach out using InMail

    Workflow and Collaboration tools

    95% Followers are 95% more likely to respond to an InMail

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Fo

    llow

    ers

    Process

    Build, engage and recruit for success

    Relevant Jobs

    Career Pages

    Targeted Media

    Employee Ads

    Recruiter Content Updates

    BUILD ENGAGE RECRUIT

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Talent Branding

    Lauren Fogarty

    Media Solutions Consultant

    LinkedIn

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 22

    Agenda

    Why Talent Branding matters

    What is Talent Branding on LinkedIn Foundation

    Brand Acceleration

    Community Engagement

    How to measure Talent Branding

    Q. & A.

  • Why Talent Brand Matters

    23

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Engaging candidates at all touch points is a critical

    piece of an effective Talent Brand strategy

    Strategic Sourcing

    and Pipelining

    Metrics and

    Analytics

    Personalized

    Job Targeting

    Talent Brand

    Development

    View Targeted Jobs

    Network with Employees

    Research Company

    Follow Company

    Apply for Position

    has a new job

    24

    ACME Systems

    Maria Johnson

    500+ Connections

    2nd

    Field Sales Executive

    Maria Johnson

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Increasing engagement improves

    InMail response rates

    Developing Talent Brand

    can provide a 2x response rate on recruiter InMails

    Highly Engaged Candidates No Prior Engagement

    40% Response rate

    20% Response rate

    25

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    11%

    34%

    0%

    10%

    20%

    30%

    40%

    Clients who invest in branding on LinkedIn can

    more successfully hire passive and active candidates

    Clients on LinkedIn

    (Recruiter + some Jobs)

    Clients who have invested in talent

    brand on LinkedIn

    (The LinkedIn Solution)

    Percent of all hires impacted on LinkedIn

    LI hire measured as employees changing their profile from another company to client company from December 2011- May 2013

    These averages include companies in all regions and account sizes

    26

  • Talent Brand: 3 Steps to Success

    27

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    3 Steps to Best in Class Branding:

    28

    Ste

    p 1

    Foundation

    Capture existing traffic to your two key assets on LinkedIn: Careers Presence & Employees Profiles

    Ste

    p 2

    Brand Acceleration

    Extended visibility of brand via consistent targeted campaigns i.e. female engineers and then generate pipeline

    Ste

    p 3

    Community Engagement

    Skill specific discussion platform to create ongoing dialogue and build readily available talent pools

  • Step 1: Foundation

    29

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    You can engage members every time they

    network with your employees

    80K+

    professionals visit your employees profile pages every month

    30

    Your ideal passive candidate

    Maria Johnson

    500+ Connections

    2nd

    Field Sales Executive

    As seen by:

    Maria

    Johnson

    Diageo Picture Yourself at

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    When members research your company,

    engage them with branding and personalized jobs

    Promoting on employee profiles

    can increase Career Page

    visitors by up to 66%

    31

    Your ideal passive candidate

    Maria Johnson

    500+ Connections

    2nd

    Field Sales Executive

    As seen by:

    Careers at

    Diageo

    Diageo

    Field Sales Executive

    Field Sales Executive

    Senior Field Sales Executive

    Senior Field Sales Executive

    Field Sales Executive

    Join the team that is transforming the future.

    Get the inside scoop on our job opportunities, culture and people.

    Diageo People at

    Diageo Jobs at

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Provide highly targeted branding messages

    to the talent researching your career opportunities

    Audience: General Professional Audience:

    Use strong imagery, convey a clear message about your company, and feature

    engaging, relevant content

    Sales Professionals

    Diageo

    Diageo

    Field Sales Executive

    Field Sales Executive

    Sr. Field Sales Executive

    Sr. Field Sales Executive

    Sr. Field Sales Executive

    Sr. Field Sales Executive

    Diageo

    Diageo

    32

    Diageo Jobs at

    Field Sales Executive

  • Step 2: Brand Acceleration

    33

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    How Brand Acceleration works

    Target Audience: Sales, Supply, Marketing, Finance & HR

    Step 1:

    Raise Awareness

    Step 2:

    Generate Pipeline

    Engaged Talent Pools

    Followers Pipeline Applicants

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Raise Awareness among highly targeted audiences

    using Targeted Ads

    Picture yourself with a career in

    Reach your ideal

    audience wherever

    they go on LinkedIn

    35

    Maria

    Johnson

    Diageo Picture Yourself at

    Your ideal passive candidate

    Maria Johnson

    500+ Connections

    2nd

    Field Sales Executive

    As seen by:

    Sales Executive

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Im Interested Button Once clicked, users info

    goes directly to your team

    High open &

    response rates

    Build a pipeline of

    warm leads, as

    messages are

    Integrated with

    recruiter tool

    Automate Pipeline creation based with Targeted

    InMail Campaigns

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Objectives

    Solution

    Partner with LinkedIn to launch Brand Accelerator approach and build pipeline Insights, recruitment advertising, Talent Directs, Linkedin career page, recruiter Generate a pipeline of warm candidates by targeting relevant professionals with a

    Talent Direct campaign enabling InMails to be sent at scale to a precise audience with

    a strong call to action

    Change perception in the market that Dell is just a hardware organisation Raise awareness of the software engineering roles and compete with more recognised Peers Target LinkedIn members that fit their specific criteria such as professional background, skillsets,

    companies previously worked at and seniority

    Results

    600 quality applications generated Perception change for Dell as employer of choice for Software engineers.

    Why LinkedIn? Active and engaged audience of relevant professionals Expert knowledge of targeting members who meet specific criteria Ability to connect the brand and opportunities with aspirational, goal minded professionals

    Brand Accelerator Case Study Dell created pipeline of target candidates & amplified their talent brand for Software

    Engineers

  • Step 3: Community Engagement

    38

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Careers at

    Diageo

    Diageo

    Diageo

    Field Sales Executive

    Field Sales Executive

    Field Sales Executive

    Senior Field Sales Executive

    Senior Field Sales Executive

    Jobs at

    Join the team that is transforming the future.

    Get the inside scoop on our job opportunities, culture and people.

    Follow

    Your ideal passive candidate

    Maria Johnson

    500+ Connections

    2nd

    Field Sales Executive

    As seen by:

    Invite members to Follow your

    company and stay engaged over time

    39

    Expedia, Inc. People at

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Engage your Followers directly on their

    homepages through Company Status Updates

    40

    Your ideal passive candidate

    Maria Johnson

    500+ Connections

    2nd

    Field Sales Executive

    As seen by:

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 41

    347M+ (+2 every sec)

    Sponsored Updates

    reach the entire LinkedIn network

    LinkedIn Member Population

    Company Updates only

    reach your pool of followers

    With Sponsored Updates you can build the same

    kind of relationships with talent outside your followers

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Build relationships with candidates on desktop, tablet and mobile

    41% of LinkedIns traffic is on a mobile

    device

    Engagement rates

    can be up to 5x

    higher on mobile

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Drive quality engagement with the

    candidates you need

    43

    Build communities

    of top talent

    Generate 2-way

    dialog with target

    candidates

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Marriott nurtures 2 way dialogue with

    hospitality professionals

    LinkedIn Confidential

    2014 All Rights

    Reserved

    Challenge: Marriott needed to attract

    experienced hospitality workers for new hotels launching in Eastern Europe

    Solution: Used Sponsored Updates to

    target hospitality industry professionals in key areas and raise awareness about growth in those regions.

    Result: Established genuine 2-way

    dialogue with target talent Engagement rate was 3X

    Sponsored Update average Gained high volume of new

    followers in key regions Boost in quality of applicants

    for hard to fill jobs High rate of content

    amplification/ earned media

  • How to Measure Talent Brand

    45

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    We first assess two important elements of your talent

    brand: Reach and Engagement

    Talent

    3,007,191 members

    members

    942,453

    Talent Brand Reach

    Talent thats familiar with you as an employer

    Talent Brand Engagement

    Talent that is interested in you as an employer

    Viewing employee profiles

    Connecting with your employees

    Researching company and career pages

    Following your company

    Viewing jobs and applying

    46

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Talent Brand Index can measure your talent brand What percent of people who know about you show an interest?

    Talent Brand

    Index =

    Talent Brand Engagement

    Talent Brand Reach

    Talent Brand Reach

    Talent Brand Engagement

    Talent

    3,007,191 members

    members

    942,453

    31%

    47

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    We can compare your Talent Brand Index vs peers

    Employer of

    choice Weaker talent

    brand

    Peers:

    10 3 of

    48

    Client A

    Client B

    Client C

    Client D

    Client E

    Client F

    Client G

    Client H

    Client I

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    We can see how many members have engaged with

    your company vs your peers

    Peers:

    49

    Client A

    Client B

    Client C

    Client D

    Client E

    Client F

    Client G

    Client H

    Client I

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Your Talent Brand Index varies across the functions

    you are looking to hire Ta

    len

    t B

    ran

    d In

    de

    x

    Talent easiest

    to engage Talent hardest

    to engage

    50

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    and across the geographies where you have a presence

    Talent easiest

    to engage Talent hardest

    to engage

    Ta

    len

    t B

    ran

    d In

    de

    x

    51

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    LinkedIn can help you build your talent brand and

    accelerate your ability to attract top talent

    We can track how your Talent Brand Index

    progresses over time

    52

  • 2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

    Talent Drivers is the largest professional survey run

    338,000+ 373,000+ 278,000+

    Q...