Firebrand International

The Business of SEO

Tactics & Strategies Deployed by Headhunters

To Source Experienced Talent Within SEO

@jakelangwith

London | 20–24 Feb, 2012 | #seslondon

About Me

• Jake Langwith

• International Headhunter

• SEO, Social Media, Web Analytics

• Firebrand Talent International

• jlangwith@firebrandtalent.com

• @jakelangwith

• http://uk.linkedin.com/in/jakelangwith

• www.firebrandtalent.com

• +44 (0) 20 7299 0350

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Headhunting

• Not Just Executive Level Search & Selection • Hard To Find Skills – All Levels • Forget Job Adverts • Targeted Approach • It’s All In Our Networks • People Driven • Confidentiality

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Social Media Statistics

• Social Media Channels for Recruiting

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

0 20 40 60 80 100

Linkedin

Facebook

Twitter

Youtube

Linkedin Facebook Twitter Youtube Site % 87 55 47 12

Site %

Linkedin Statistics

• 150 Million Users Worldwide • 31 Million Users in Europe • 8 Million Users in UK • 25 Million Users Asia Pacific • 2 Million Users Australia • 60 Million Users North America

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Overview • Best Platform for Sourcing People • Better Results Within Linkedin • Can Search Externally • Not Just A Glorified Job Board • Active Social Media Platform • User Profiles • Company Profiles • User Groups • Applications

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Basics • Your Network is Key • Build Network Continuously • Connect To Relevant People • Connect To Influential people • LION’s – Linkedin Open Networker • Size Does Not Matter (much) • Join Relevant groups • Free Account or Paid? • Select Talent if Going Premium • No Contract So Cancel After

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Network • Building A Network • Don’t Spam Invites • 5 Strike Rule – Restricted Account • People You Know • Ask First • Don’t Send Pitch Message With Invite • Message After

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Groups • Join Relevant Groups i.e. SEO Related • Limited To 50 Groups • Groups Influential Industry People Are In • Some Require Approval • Message Group Manager • Can Filter Groups • Results Based On Subscribers • Create Group

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Groups

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching • Search Within Your Network & Groups • Why Your Network So Important • 1st & 2nd Tier Full Details Shown • 3rd Tier Basic Details • Groups – Partial Visibility • Don’t Worry if Surname Not Shown

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching • Advanced People Search

• Start With Broad Criteria • Exact Match Often Misleading Results • User Generated Content • Profiles Not Accurate As CV’s • Out of Date – Joined Years Ago • Not All Boxes Ticked

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching 1. Search Above The Line 2. Multiple Job Titles 3. Boolean Search – Use Capitals & Speech Marks 4. Use Current 5. Set Location Radius To Postcode 6. Run Search 7. Keywords To Filter

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching 1. Select Relevance Drop Down – Use Keyword Match

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching 1. Use Filters 2. Company Filter Useful 3. Can Add Companies To List 4. Past Companies 5. School

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching 1. Save Profiles for Future Use 2. Paid Account – Profile Organizer 3. Can Add Notes To Profile on Linkedin 4. Create Folders 5. Free Account – Bookmark Page

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Searching

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Boolean 1. Linkedin Boolean Weak – Play Around 2. Capitals: AND OR NOT 3. “Speech Marks” Title: “account manager” OR “account director” NOT “account executive” NOT “account exec” NOT recruitment NOT recruiter

NOT headhunter NOT “head hunter” NOT freelance NOT ppc NOT paid

Keywords: seo OR search AND “link building” AND “social media”

Company: mindshare OR mec OR mediacom OR greenlight NOT omd NOT “omd uk” NOT “omd international”

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Boolean 1. Free Account / Small Network / Can’t See Surname? 2. Google 3. You’re an SEO Right? Site Search 4. Not As Accurate 5. Broad or Country Specific Site:linkedin.com Site:uk.linkedin.com Site:au.linkedin.com

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Boolean 1. Mixed Results? Jobs etc? 2. It’s All In The Boolean 3. Example Searches:

site:uk.linkedin.com inurl:in OR inurl:pub -inurl:dir -inurl:jobs "seo manager" "london, united kingdom“

site:uk.linkedin.com (inurl:in OR inurl:pub) -dir -jobs "seo manager" "london, united kingdom“

site:uk.linkedin.com (inurl:in | inurl:pub) -dir -jobs "seo manager" "london, united kingdom“

The last 2 search strings return slightly less public profiles on Linkedin

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Boolean

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Boolean 1. Can’t See Surname or Full Profile? 2. Cut & Paste Unique Text from profile site:linkedin.com "responsible for all UK properties within the Aol Network; in addition to the Huffington Post UK“

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Contacting 1. Paid Account’s Get Inmails 2. Unused Inmails Roll Over Monthly 3. Inmails Re-Credited After 7 Days If Not Read 4. You Don’t Really Get That Many 5. 1st Degree Contacts Free To Contact (Network) 6. Can Send Mass Mail To 1st Degree Contacts 7. Max of 50 At A Time

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Contacting 1. Contacts > Connections 2. Tick Up to 50 1st Degree Contacts 3. Click Send Message 4. REMEMBER TO UN-TICK FOLLOWING:

Allow recipients to see each other’s names and email addresses

Ticked By Default Type Message & Send

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Contacting

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Contacting

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Contacting 1. Free Messaging via Groups 2. See Groups You Share 3. Join Group Target Profile Is In 4. Click Groups > Your Groups 5. Go To Group 6. Click Members 7. Hover Cursor Over Target Member Name > Click Send Message 8. Free

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

You can search for member to locate quickly

Linkedin Strategies

Additional Tips 1. Check The Following: 2. Viewers of This Profile Also

Viewed 3. Company Searches 4. Multiple Linkedin Tabs Open 5. Avoid Data Overload

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Linkedin Strategies

Making Contact 1. Old School – Pick Up The Phone 2. Personal Introduction 3. Message via Linkedin 4. Personal Blog (email or whois) 5. Personal Email on Profile? 6. Via Twitter – Mutual Follow So Can DM 7. On Facebook 8. Emphasise Confidentiality

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith

Conclusion

1. Use Correct Boolean 2. Use Site Search 3. Can Message For Free 4. Don’t Spam 5. On Going Process

London | 20–24 Feb, 2012 | #seslondon

@jakelangwith