LinkedIn Day London - 2014 and Beyond: Building Your Brand and Business at Scale

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LinkedIn Day London - 2014 and Beyond: Building Your Brand and Business at Scale

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What can you do to make your business more successful? Click through to view presentations from Alex Charraudeau, LinkedIn, and Darren Ryemill, Opus Recruitment Solutions, on how to grow your brand......

What can you do to make your business more successful? Click through to view presentations from Alex Charraudeau, LinkedIn, and Darren Ryemill, Opus Recruitment Solutions, on how to grow your brand and your business at scale.

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  • 1. Growing Your Brand Online What you can do to make your business more successful online Alex Charraudeau @alexCharraudeau Last update: January 8, 2013
  • 2. #STAFFING Alex Charraudeau  Ex-recruiter  6 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 @alexCharraudeau
  • 3. #STAFFING Agenda 1. What is happening in online recruitment 2. What is your brand? 3. Build, Engage, Recruit 3
  • 4. The best recruiters act like marketers…
  • 5. #STAFFING 5
  • 6. #STAFFING The means by which messages get from one individual to another. An idea, practice, or object that is perceived as new by an individual or other unit of adoption. Rate of adoption is the relative speed with which an innovation is adopted by members of a social system.
  • 7. 8 Victory has made you weak. Oh, you think darkness is your ally. But you merely adopted the dark; I was born in it, moulded by it. I didn't see the light until I was already a man, by then it was nothing to me but blinding!
  • 8. Build Recruit 1 3 Build your brand, your platform and talent pools Pick up leads, make placement and hire staff
  • 9. 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
  • 10. #STAFFING Build  This is the essence of your brand. – 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? 11
  • 11. #STAFFING Build 12 A brand is simply an organization, or product or service with personality
  • 12. #STAFFING Build 14  Who knows you?  What do people see when they research you today?
  • 13. #STAFFING Engage  LinkedIn employee profiles  Company Page and content  Career Page 15
  • 14. #STAFFING Engage Understand the size of the audience Select an audience that is relevant to the content Content gets pushed only to the relevant audience
  • 15. #STAFFING Engage  88% of members would follow a company.  71% of members will follow a company for jobs.  78% of company followers are more likely to respond to an InMail.  Members will follow up to 6 companies on average.  64% of followers would follow companies indefinitely.  Followers are 2.5x more likely to recommend your business. 17
  • 16. #STAFFING Engage  Over 2 billion updates are seen weekly across LinkedIn.  68% of members expect to see relevant and insightful content on LinkedIn.  Content gets 6x more engagement than jobs.  41% of LinkedIn traffic comes from mobile devices. Followers can be marketed to wherever they are. 18
  • 17. #STAFFING Engage  Short and sweet. 50 characters or less drives 28% more engagement.  Include links. Status updates with links get 45% more engagement.  “Best of” and “Top 10” lists are in. They will increase amplification by about 40%.  Ask questions. Want 50% more comments? Then ask a question. Get it?  Video content will get 100% more engagement. 19
  • 18. #STAFFING Engage  Measure how your amplifications increases.  Aim for engagement to be between 1 - 1.5%.  Watch how your followers increase.  Roughly 33% of your impressions should come from non-followers through amplification.  Post regularly. Unless you are posting several updates a week you won’t reach all of your audience.  Share good quality content. Feel proud of what you are doing on LinkedIn. 20
  • 19. #STAFFING Recruit 21
  • 20. #STAFFING Recruit 22
  • 21. #STAFFING Recruit 23 1 2 3
  • 22. #STAFFING Recruit 24 16% 30% 16% 50% Engaged with Your Brand No Engagement with Your Brand Engaged with Your Brand No Engagement with Your Brand
  • 23. #STAFFING 5 Steps For Your Business 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 25
  • 24. www.opusrs.com Building a Business and a Brand.
  • 25. www.opusrs.com Building a Business and a Brand Introduction o Founded and Grown Multiple Multi-Million pound Recruitment Businesses o Opus Recruitment Solutions Ltd – 2008 o Virgin FastTrack 2012, 2013, (2014 Pending) o Accelerate250 – Founding Member o Recruitment International Entrepreneur of the Year 2013 o Recruiter Hot 100 – 2012, 2013 o Recruitment International – Top250
  • 26. www.opusrs.com Building a Business and a Brand Opus – The Story
  • 27. www.opusrs.com Building a Business and a Brand Business v Brand o Are they separate? o Yes…. No…. Yes.... No o Your brand needs to genuinely represent who you are and what you do. o Or it’s fake!!! o Internal buy-in – Belief Culture
  • 28. www.opusrs.com Building a Business and a Brand Business o Organic Growth o Commit to Growth – It’s Hard work and Costs Money! o Commit to Raise Investment Capital (Do Deals!) o Opus Growth Strategy. 1. What we know 2. Diversification (New Markets) 3. New Geographical Markets (International)
  • 29. www.opusrs.com Building a Business and a Brand Business – culture, culture, culture o Culture o ….And Belief in the culture to achieve goals! o The Score Takes Care of Itself – Bill Walsh o Competition - Great Game of Business – Jack Stack o Continuous Improvement – Kaizen / Kanban o Tiger Woods (Hank Haney) o Sir David Brailsford – Marginal Gains o Hard Work o Daley Thompson “I used to train on Christmas day because I knew my rival wasn’t”
  • 30. www.opusrs.com Building a Business and a Brand Brand o Is this currently a waste of time??? o Business Cards o Logo o Marketing Brochure o What Brand do you want? o Get the Brand right – don’t be afraid to change it! (we have had 3 in 6 years) o How do you want to be positioned and thought of? o Opus – Decided we wanted to be; o a place that IT Professionals feel comfortable o a ‘thought leader’ o Perceived as adding value
  • 31. www.opusrs.com Building a Business and a Brand Brand – Social Networking o Our New Playing Field Have a strategy! You need to be proactive you can’t just sit and wait…. Decide how you want to use Social Media Linkedin, Twitter, Facebook, Google+, YouTube.
  • 32. www.opusrs.com Building a Business and a Brand Brand o Company Page for years o 260 Followers 12 months ago o Now – 5600 (65 Employees on Linkedin) 2008, £13.7m o G2 – 2251 (83) - Founded 2003, £43m t/o o Computer Futures - 6814 (746) – Founded 1986, group t/o £577.5m 2012 o TJC – 1260 (93) – Founded 2003 – t/o c£17m (HB £400m) o GCS – 2261 (323) – Founded 1991 – t/o c£40m o Computer People – 5202 (619) – Adecco €20.5Bn.
  • 33. www.opusrs.com Building a Business and a Brand Brand Twitter o Opus 10,500 followers Comparisons: o G2 – 1079, Hays – 2790 o Talentcubed – 10,400 followers o Milkround – 10,400, @graduatejobuk - 2790 Facebook Opus – 10,365 Likes……. TJC 76, Computer Futures 421, Sthree Careers 1376
  • 34. www.opusrs.com Building a Business and a Brand Brand - Other
  • 35. www.opusrs.com Building a Business and a Brand Brand Employees Share your strategy with them and encourage them to participate. Put yourself forward – Days like today!... Good things come from it!