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Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
Importance of Followers on LinkedIn
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Importance of Followers on LinkedIn

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  • Michael Kors gained nearly 34,000 new followers in the 18 hours following
  • 80% of the market are not actively seeking new opportunities. Social recruiting and content marketing should be about marketing your brand and engaging with all of the people who may be your clients and candidates today, and tomorrow

    Make them aware of your services, and opportunities before they want to move.

    Content marketing is not a quick win. It is the long game.


    By the way – this is not the last time you will see mention of the 80:20 split. The 80:20 seems to be everywhere in content marketing. If you remember one statistic – remember the 80:20 split!
  • Unless you start to produce content that is relevant for these different audiences you will not be successful in your content marketing strategy.

    But what kind of information should you be thinking about when it comes to content for the passive market?...
  • We all know what active candidates want! Advice about jobs and jobs. Simple!

    But for passive candidates what is most important?
    News, information, insight into their industry.
  • I saw this quote about content marketing and thought it was so apt. Content marketing is something that gets people to come to you instead of you going to them.

    Marketing with content is like marketing with a magnet instead of a sledgehammer
  • Transcript

    • 1. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why followers are important for your business Tuesday 22nd July 2014
    • 2. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  7 years as a recruitment marketing guys  Web design, development, brand strategy, search marketing, email marketing, social media strategy  Helping recruiters get the most out of LinkedIn Alex Charraudeau Media Solutions Consultant Andrew Linton Media Solutions Consultant
    • 3. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Agenda  How recruitment is changing  Why build a follower base  Psychology of following  How to get followers  What to do with followers  5 thing to do today
    • 4. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. How Recruitment is Changing
    • 5. THE WORLD IS CHANGING FAST… Candidates More Connectivity More Choice More Channels 1980’s 1990’s 2000’s 2010’s Filing Cabinet Companies Offline Database Job Channels Social Media
    • 6. SOCIAL MEDIA IS HERE TO STAY, EMBRACING ITS POWER IS THE KEY 57% of the decision to ‘buy’ is now made before any contact with organisation
    • 7. PROFESSIONALS USE LINKEDIN FOR 3 VALUABLE REASONS KNOWLEDGE The definitive professional publishing platform NETWORK We connect the world’s professionals IDENTITY The professional profile of record
    • 8. are passive and not looking to move 80% 60% of them are open to opportunity!!
    • 9. THE BEST RECRUITERS ACT LIKE MARKETERS SOCIAL MEDIA KEEPS THE CONVERSATION GOING1 …BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY2
    • 10. WE RECOMMEND 3 SIMPLE STEPS BUILD ENGAGE RECRUIT
    • 11. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why Build a Follower Base
    • 12. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12 Generate preference for your business 78% of company followers are more likely to respond to an InMail
    • 13. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13 Get people to do something by sharing jobs / conversion points 71% of members will follow a company for jobs
    • 14. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 14 Followers are sustainable 64% of followers would follow companies indefinitely
    • 15. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Psychology of Following 15
    • 16. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 16 The Psychology Why we Follow…
    • 17. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Fear of missing out – Fear of missing out (or FOMO) is a form of social anxiety. This is especially associated with modern technologies such as mobile phones and social networking services  Social proof – Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation  Bandwagon effect / Cultural phenomenon – The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others 17 The Psychology Why we Follow…
    • 18. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Fear of missing out  Why should they Follow you?  What are you delivering that will improve their life?  How can you influence and improve someone’s career?  What opportunities are you opening someone up to? 18 Opportunity
    • 19. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Fear of missing out – Opportunity  Outside Recruitment 19  In recruitment
    • 20. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Social Proof  Who else is following?  How many followers do you have? 20 Numbers
    • 21. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Social Proof – Numbers  Outside Recruitment 21  In recruitment
    • 22. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Bandwagon effect / Cultural phenomenon  How long do you have before people loose interest?  Have they already started following all of your competitors? 22 Speed
    • 23. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Cultural phenomenon – Speed  Outside Recruitment 23  In recruitment
    • 24. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why you would Follow a company – Facebook 49% Support the brand I like 24 42% Get a coupon or discount 41% Receive regular updates 35% Participate in contests 31% Share my personal experiences
    • 25. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why you would Follow a company – Twitter 25 52% Special offers 44% New products / services 51% News on the brand 38% I am a current customer 55% I like the brand
    • 26. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 26
    • 27. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Followers on LinkedIn 27 71% Following companies for jobs 68% News and Insights 61% Projects and iniativies 88% Would follow a company
    • 28. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. How To Get Followers 28
    • 29. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 29 Generate Followers through word-of-mouth
    • 30. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 30 Get Followers through being interesting
    • 31. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 31 Advertising across LinkedIn to your target audience
    • 32. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 32 Employee Profile Advertising
    • 33. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 33 Follow on Company Pages
    • 34. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 34 Follow on Jobs
    • 35. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 35 Follow Us on the website www.developer.linkedin.com
    • 36. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 36 Follow Us on Email
    • 37. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.  The spike in March & April was due to a short burst of Follower advertising. 37 What does success look like? Graph of Follower Growth over time
    • 38. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What to do with Followers 38
    • 39. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Talent Landscape 39 0% 20% 40% 60% 80% 100% Active Passive
    • 40. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 0% 20% 40% 60% 80% 100% Active The content you produce should match the market Passive
    • 41. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Job related content  Interview tips  Jobs! 41 Create content for both active and passive people Active Content Passive Content  Industry content  News  Projects  Events  Market mapping  Salary surveys  Career advice  Entertainment
    • 42. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 42 “Leaders don't create followers, they create more leaders.” - Tom Peters -
    • 43. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. A member’s journey 43 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
    • 44. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 44 The Content Marketing Masterclass For more information find slides here: http://www.slideshare.net/LinkedInRecruitmentFirms/content- marketing-masterclass-35829911 What content is your target interested in? “Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.” IT professionals IT professionals in banking Senior IT professionals in banking Senior IT professionals in banking working at HSBC 0% 50% 100%
    • 45. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5 Things To Do Today 45
    • 46. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5 Things to Do Today 1. Figure out why people should follow you 2. Communicate the benefits of following you 3. Add a Follow Us button on your website and email signature 4. Advertise to your target audience 5. Analyse, review, improve
    • 47. Social RecruitIn is EMEA’s must attend conference for Search and Staffing Professionals. Reserve your place now http://lnkd.in/socialrecruitin
    • 48. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

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