0
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Recruitment Technology Showcase Event
How recruitment agencies c...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Alex Charraudeau
 Ex-recruiter
 7 years as a recruitment marke...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Agenda
1. Marketing in the Modern Age
2. What is new about Recru...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Marketing in the Modern Age
4
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 6
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Women
Women with a
disposable income
Women between 24-
45 with a...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
What have we learnt?
 Kellogg's understands advertising
 Targe...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 5.387 billion cans sold in 2013.
 43m fans on Facebook
 3.8m...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
What is new about Recruiting in 2014?
13
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The best recruiters act like
marketers…
16
17
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
How recruiters can Build, Engage, Recruit
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 y...
Effective
Efficient
Build1
 Why do you exist?
 How are you different?
 What is your unique selling proposition?
 How do you communicate wh...
Build1
 Build the foundations.
 Position your brand across employees and your
company.
 Rich media gets 100% more engag...
Build1
 Build landing
pages.
 Build conversion
points.
 Make it uniform
and unified.
What percentage increase in
conversions does targeted
content give you?
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 400% conversion rate boost when
companies deliver relevant con...
Engage2
99% of advertising doesn’t sell much of
anything
 What is your message?
 Who needs to see your message?
 How wi...
IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working...
Engage2
 Over 2 billion updates are seen weekly across LinkedIn.
 88% of members would follow a company.
 Followers are...
 Your followers, fans, members,
connections will see your content.
 They may spread this further
through social amplific...
 Click-through rates on
desktop LinkedIn are 10x
as high as traditional
display ads.
 Content generates 6x more
engageme...
3 Recruit
Are you demonstrably helping the
organisation achieve its strategic
objectives?
 How are you picking up leads?
...
3 Recruit
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales p...
3 Recruit
What percentage of senior
professionals access LinkedIn
on their mobile in the UK?
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
98%
43%
Desktop Mobile
74%
Saw a
Company
Status
Update,
UK Execu...
16%
30%
16%
50%
Engaged with
Your Brand
No Engagement
with Your Brand
Engaged with
Your Brand
No Engagement
with Your Bran...
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Review – 5 tips for a social recruiting
1. Build your brand
2. B...
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Uk Recruiter event 05062014

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How recruitment agencies can think like marketers and Build, Engage and Recruit using social media and more specifically LinkedIn

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  • Post started in 1895
    Kellogg’s started in 1906

    So, when the Depression hit, no one knew what would happen to consumer demand. Post did the predictable thing: it reined in expenses and cut back on advertising. But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal, Rice Krispies. (Snap, Crackle, and Pop first appeared in the thirties.) By 1933, even as the economy cratered, Kellogg’s profits had risen almost thirty per cent and it had become what it remains today: the industry’s dominant player.
  • http://youtu.be/FHtvDA0W34I?t=51s
  • The best recruiters in today’s market act like marketers.
    Why is this?
    Because individuals have never had so much choice in the history of employment.
    20, 40, 50 years ago the idea of flexi-time, working from home, work-life balance were alien. A job was for life.

    Today with the amount of choice we have in every walk of life we can be more selective about the business we interact with - that goes from a candidate and hiring manager perspective.

    We can’t just expect to go for the hard sell and still place the right people in the right jobs.
    We have to spread ourselves thinner. Cover more ground.
    I see sales as being more of a one to one interaction.
    Marketing is a one to many.
  • We’ve always had “passive candidates” – but we probably called them something else. I guess we called them our wider network or referrals.

    Social media as a communication and marketing tool feels like it was built purely to educate and engage people about products, services and opportunities before they know that they need them.

    80% of the market are not actively seeking new opportunities. Social recruiting should be about marketing your brand and engaging with people – making them aware of your services, and opportunities before they want to move.

    With the overwhelming majority of people not looking to move jobs social recruiting is not a quick win. It is the long game.

    Not all recruitment firms are set up for social recruiting and it isn’t something I’d recommend to all businesses – purely because some companies live too hand-to-mouth or they don’t have the infrastructure in place. For those that have the appetite to think about social recruiting hopefully this presentation will give you the foundations.
  • Transcript of "Uk Recruiter event 05062014"

    1. 1. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Recruitment Technology Showcase Event How recruitment agencies can Build, Engage and Recruit @alexCharraudeau – Media Solutions Consultant LinkedIn London, 5th June 2014
    2. 2. #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 LinkedIn @alexCharraudeau Google+
    3. 3. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Agenda 1. Marketing in the Modern Age 2. What is new about Recruiting in 2014? 3. How recruiters can Build, Engage, Recruit 4. What success looks like on LinkedIn
    4. 4. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Marketing in the Modern Age 4
    5. 5. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5
    6. 6. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 6
    7. 7. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Women Women with a disposable income Women between 24- 45 with a disposable income Women between 24- 45 with a disposable income interested in healthy living 7
    8. 8. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What have we learnt?  Kellogg's understands advertising  Targeting is crucial  Data and technology help target the right people  What next? 10
    9. 9. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  5.387 billion cans sold in 2013.  43m fans on Facebook  3.8m Google+  125,000 followers on Twitter  … and they don’t talk about the product 11
    10. 10. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12
    11. 11. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What is new about Recruiting in 2014? 13
    12. 12. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The best recruiters act like marketers… 16
    13. 13. 17
    14. 14. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. How recruiters can Build, Engage, Recruit
    15. 15. Build Recruit 1 3 Build your brand, your platform and talent pools Pick up leads, make placement and hire staff
    16. 16. 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
    17. 17. Effective Efficient
    18. 18. Build1  Why do you exist?  How are you different?  What is your unique selling proposition?  How do you communicate what your consultants do?  What are your values? A brand is simply an organization, or product or service with personality
    19. 19. Build1  Build the foundations.  Position your brand across employees and your company.  Rich media gets 100% more engagement.
    20. 20. Build1  Build landing pages.  Build conversion points.  Make it uniform and unified.
    21. 21. What percentage increase in conversions does targeted content give you?
    22. 22. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  400% conversion rate boost when companies deliver relevant content and high- quality experience  Quality & relevance: The twin keys to digital growth – http://mckinseyonmarketingandsales.com/qu ality-and-relevance-the-twin-keys-to-digital- growth David Edelman – McKinsey&Company
    23. 23. Engage2 99% of advertising doesn’t sell much of anything  What is your message?  Who needs to see your message?  How will they see it?  What is your objective?  What are your consultants going to do?
    24. 24. IT professionals IT professionals in banking Senior IT professionals in banking Senior IT professionals in banking working at HSBCEngage2
    25. 25. Engage2  Over 2 billion updates are seen weekly across LinkedIn.  88% of members would follow a company.  Followers are 2.5x more likely to recommend your business.  78% of company followers are more likely to respond to an InMail.
    26. 26.  Your followers, fans, members, connections will see your content.  They may spread this further through social amplification if the content is relevant and engaging.  To reach a wider audience, or to push your message out at scale quickly consider advertising. Organic Earned Paid Engage2
    27. 27.  Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.  Content generates 6x more engagement than jobs. Engage2
    28. 28. 3 Recruit Are you demonstrably helping the organisation achieve its strategic objectives?  How are you picking up leads?  How are you attracting candidates?  How are you making placements?
    29. 29. 3 Recruit 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
    30. 30. 3 Recruit
    31. 31. What percentage of senior professionals access LinkedIn on their mobile in the UK?
    32. 32. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 98% 43% Desktop Mobile 74% Saw a Company Status Update, UK Executives using LinkedIn
    33. 33. 16% 30% 16% 50% Engaged with Your Brand No Engagement with Your Brand Engaged with Your Brand No Engagement with Your Brand 3 Recruit InMail Success Rates by Brand Engagement Dynamic Career Page Jun 2013 to Jul 2013 Static Career Page May 2013 to Jun 2013
    34. 34. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Review – 5 tips for a social recruiting 1. Build your brand 2. Build your foundations 3. Engage with your audience 4. Convert clients, candidates and internal hires - Recruit 5. Analyse, review, improve
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