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LinkedIn Student Information Session - 7 August 2014
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LinkedIn Student Information Session - 7 August 2014

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LinkedIn Information Session on engaging with our fasting growing member group - Graduates.

LinkedIn Information Session on engaging with our fasting growing member group - Graduates.

Published in: Recruiting & HR

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  • Admittedly, this is an abstract concept, because the output of this work can mean many things to many stakeholders.
  • We can help at every milestone – because we can answer questions with great scale – and at great detail.
    And, we have the network of professionals to support students at each of these milestones.
  • There are more and more vacancies opening up for graduates this year. With a finite pool of talent, companies need to be creative with their recruitment to engage this audience and hire the best talent
  • 13% of these 300M members are students or recent graduates – That is 39M students and recent graduates who are members of LinkedIn
  • And this is our fastest growing segment so that number is on the increase all the time
  • And this member base is spread around the world with 30% of the student population based in Europe
  • We know lots of info about this student group including were they are studying.
    Here you can see the most penetrated schools in the UK on LinkedIn
  • We can also see which regions students are most in demand once they graduate.
    Here you can see this cut for the UK by university
  • Moving one step further, we can use our data to map out talent flows as we collect information about where students are studying, being hired etc. You can use these insights to inform your recruitment strategy. For example, we can see here that IBM in yellow are hiring equally from 5 key universities which is likely part of their recruitment strategy. Thinking about your companies strategy - Do you know which universities your grads are coming from and what is your competition? Are you recruiting on the right campuses?
  • Why should you focus on engaging students on LinkedIn?
    When we ask our members, 34% said they were using LinkedIn to look for opportunities
  • Students are active on LinkedIn across multiple touchpoints from consuming content to connecting with others.
    When building your strategy, you need to make sure not to only focus on jobs, having relevant compelling content at all touchpoints is key.
    It’s a competitive pool to recruit from so you need to provide relevant content at every opportunity
  • Diving deeper, we can see that students in UK are actively building out their networks.
    So how can you leverage your employees to build relationships with this pool?
    Later, Lauren will take a look at the alumni tool to offer more advice on how to grow these networks
  • More data = more targeted approach
  • 50% of job visits are driven by job matching recommendations. European students who are actively looking for content, need to be engaged with relevant positions so having the right jobs getting put in front of them is key.
    Lauren will pick up here…. Student jobs are free!
  • 65% of UK students are consuming content on LinkedIn. Diving deeper, we can look at the types of content they are consuming and a definite trend emerges.
    In the UK, students are interested in inspirational thought leadership that is very relevant to their world. Here are the top 3 most popular articles among UK students to show this. If you want to more advice on what content will resonate in your markets, this is something your LinkedIn rep will be able to help with
  • Its also interesting to summarise all content and you can see the themes that are compelling to UK students such as EU, entrepreneurship & Employee engagement
  • We asked students what they are looking for in a job? You should use this as a guideline for how to communicate with them
  • It is important to tailor student content as what students are looking for in a job is very different to professionals…..
  • And you also need to tailor your message to resonate with your region – Students in Europe overall have different priorities to those in the UK
    Country specific data is now available from your LinkedIn representative – Educate on go/evp internally
  • Hand for over to Lauren on how you can take data and insights and apply to marketing strategy….
  • Students twice as likely to view at least one job per month
  • Talent Drivers show motivators different
  • Content stat – more time spent than jobs
  • Transcript

    • 1. Welcome to the Graduate Information Session August 7, 2014
    • 2. Resident EMEA LinkedIn Grad Gurus Charles Hardy Leading LinkedIn's engagement with Higher Education / Universities / Business Schools in EMEA Lindsay Brady Insights & Data Expert on our Student & Grad audience Lauren Fogarty Graduate Employer Branding Expert
    • 3. Higher Education Engagement Charles Hardy Education Engagement Lead LinkedIn
    • 4. 4
    • 5. The Economic Graph Mapping every global connection between…
    • 6. EMPLOYERS 1. Find Talent 2. Build Brand Engagement 3. Streamline Process UNIVERSITIES 1. Attract Students 2. Career Centres 3. Alumni Relations CommunityCareer Identity Insights STUDENTS Alumni Parents Teachers LinkedIn provides the environment to bring all parties together LinkedIn Confidential ©2014 All Rights Reserved
    • 7. Choosing a Direction Getting There COLLEGEYEARS Choosing University Faculty Engagement Research Postgraduate study? Alumni Network Success at 1st Job Internships Finding 1st Job Help students at every milestone
    • 8.  To help their students get hired – Search opportunities and be sourced by employers – Sell their capabilities and potential – Network for opportunities – Gather intelligence  Employability – the university’s brand  Tracking – data on graduate destination and career paths  Engagement – with students/alumni now and in future Why do Universities want their students on LinkedIn? LinkedIn Confidential ©2013 All Rights Reserved
    • 9. 1. Direct to Students – Resources for using LinkedIn – Dedicated UK student site and videos – Direct marketing via several social media channels students.linkedin.com/uk Driving this student growth on LinkedIn LinkedIn Confidential ©2013 All Rights Reserved
    • 10. 2. Through Universities – Development of relevant tools  e.g. University Pages, Alumni tool – Resource Centre  Training materials – Direct engagement / coaching for influencers  Careers Staff  Academics Driving this student growth on LinkedIn LinkedIn Confidential ©2013 All Rights Reserved
    • 11. LinkedIn Confidential ©2013 All Rights Reserved Launch of University Pages on LinkedIn - Marrying DATA and BRAND
    • 12. Unparalleled graduate destination data
    • 13. Unparalleled graduate destination data
    • 14. Unparalleled graduate destination data
    • 15. Unparalleled graduate destination data
    • 16. Unparalleled graduate destination data
    • 17. Unparalleled graduate destination data
    • 18. Support Advocacy Mandatory • Profile clinics • Via Careers & Academics • All students must be on LinkedIn What are universities doing to promote LinkedIn with their students? LinkedIn Confidential ©2013 All Rights Reserved
    • 19. Using data for informed strategic decisions Lindsay Brady Insights & Data Expert LinkedIn
    • 20. Competition for graduates is on the increase +4.3% +10.2%* 2013 2014 % increase in UK graduate vacancies each year Source: AGR Bi Annual Report http://agr.org.uk/Press-Releases/graduate-vacancies-predicted-to-rise-by-102-this-year#.U33dNvldW4I prediction based on survey data
    • 21. 13% of LinkedIn members are students & recent graduates…. LinkedIn Confidential ©2013 All Rights Reserved
    • 22. …and this is our fastest growing segment LinkedIn Confidential ©2013 All Rights Reserved
    • 23. …spread around the globe Americas 49% EMEA 30% APAC 21% LinkedIn Confidential ©2013 All Rights Reserved
    • 24. Who are these student members in the UK? LinkedIn Confidential ©2013 All Rights Reserved
    • 25. Who are these student members in the UK? LinkedIn Confidential ©2013 All Rights Reserved
    • 26. What is your companies recruitment strategy? Do you know which universities your grads are coming from? Are you recruiting at the right campuses?
    • 27. Why should you focus on engaging students on LinkedIn? of Students in Europe will look for opportunities on LinkedIn Source: LinkedIn Job Seeker Survey May 2013 1,134 respondents
    • 28. Where can you engage UK students on LinkedIn? Connect & Communicate 48% Network with others Research People & Companies 64% Learn about what others are doing Professional Insights 65% consume content or contribute to discussions Seek Career Opportunities 15% Actively research job opportunities LinkedIn Confidential ©2013 All Rights Reserved
    • 29. Connect & Communicate Students are actively building a network….. In June 2014, students in the UK added 10% more connections to their network than professionals LinkedIn Confidential ©2013 All Rights Reserved
    • 30. Research People & Companies Students are researching the network and updating their profiles….. In June 2014, students in the UK updated their LinkedIn profile 1.5x more than professionals LinkedIn Confidential ©2013 All Rights Reserved
    • 31. Seek Career Opportunities UK students are actively looking for career opportunities….. UK students are 1.5x more likely to view at least one job per month than professionals LinkedIn Confidential ©2013 All Rights Reserved
    • 32. Professional Insights Most popular content consumed by students in UK in June Do you know what content resonates well with your target audience?
    • 33. Professional Insights Most popular content consumed by UK Students in the last month LinkedIn Confidential ©2013 All Rights Reserved
    • 34. What factors do students consider when looking for a job?
    • 35. 52% 47% 46% 43% 41% 39% 37% 36% 33% 33% Good work/life balance A place I would be proud to work Strong career path Ability to make an impact Culture that fits my personality Strong employee development Challenging work Good relationship with your colleagues Excellent compensation & benefits Job security Students in the UK are looking for jobs with balance Source: LinkedIn Q3 2013 survey of 10,862 UK professionals 18-30 vs. 336 UK Students 18-30 What are UK LinkedIn student members looking for in a job?
    • 36. 52% 47% 46% 43% 41% 39% 37% 36% 33% 33% Good work/life balance A place I would be proud to work Strong career path Ability to make an impact Culture that fits my personality Strong employee development Challenging work Good relationship with your colleagues Excellent compensation & benefits Job security UK Students UK Professionals UK students have different priorities to professionals… What are UK LinkedIn student members looking for in a job? Source: LinkedIn Q3 2013 survey of 10,862 UK professionals 18-30 vs. 336 UK Students 18-30
    • 37. …and these priorities are unique to UK students European Students 1. Challenging Work 2. Good relationships with colleagues 3. Good work/life balance 4. Excellent compensation & benefits 5. Strong career path UK Students Source: LinkedIn Q3 2013 survey of 1,964 students 18-30 in Europe (exc Europe) vs. 336 in UK What are LinkedIn student members looking for in a job? vs. 1. Good work/life balance 2. A place I would be proud to work at 3. Strong career path 4. Ability to make an impact 5. Culture that fits my personality
    • 38. Want to find out more? Lnkd.in/plan
    • 39. Applying Insights to Marketing decisions Lauren Fogarty Global Solutions Lead
    • 40. “Students are marketing themselves before they even graduate.” 40
    • 41. Isabella establishes her professional identity on LinkedIn LinkedIn Confidential ©2013 All Rights Reserved 41
    • 42. “A lot of Grads don’t know what they want to do.” 42
    • 43. The student jobs portal makes it simple for grads to discover jobs Student Jobs Portal
    • 44. Isabella Engineering BEng, 2014 Mechanical Engineer National Grid XYZ Co. Nuclear Engineer JOBS YOU MAY BE INTERESTED IN Students are twice as likely to engage with a Job on Mobile Amazon XYZ Co. Engineer JOBS YOU MAY BE INTERESTED IN Engineer Pamela Computer Science BEng, 2013 Jobs automatically circulate – auto-matching & active searches
    • 45. View Jobs on Mobile Apply to Jobs on Mobile Promote Student & Grad Jobs at Scale Entry Level roles (Student, Intern, Graduate) on LinkedIn are free – Deloitte currently has these jobs automatically posted direct from ATS
    • 46. “Segmentation is key.” 46
    • 47. LinkedIn Confidential ©2013 All Rights Reserved 47 Display specific content targeted at students
    • 48. Start a conversation with your Student & Grad audience in Groups
    • 49. “Better ROI for on Campus events.” 49
    • 50. Collecting information manually is cumbersome and error-prone Poor tracking and follow-up results in lost leads after the event Limited visibility into success of event and into pipeline activity Recruiting candidates at events is difficult today Whether you’re collecting resumes or spreadsheets of candidate information…
    • 51. Net-a-Porter “CheckIn made us look slicker and matched our image as a technology driven business. Post-event we can now pro- actively connect through LinkedIn with the most promising graduates.” Lucy Birchenough, Recruitment Manager Net-a-Porter Group
    • 52. “We don’t want more applicants!” 52
    • 53. Source ahead of time like Trip Advisor
    • 54. Start a new Following
    • 55. Raise Awareness of your graduate program with media Targeted Ads Management Consultancy Client X Goal: Raise Awareness of Graduate Programme to compete with “Big Four” Solution: “Campus Drive” media campaign Results: 575 quality candidates pipelined Targeted InMails
    • 56. Invite students to apply to your graduate programme Targeted InMails FMCG Client X Goal: Quality over quantity. Pre- select their ideal graduate candidates Solution: “Campus Drive” media campaign Results: 650 qualified candidates registered for graduate program online workshop
    • 57. 3 key takeaways 57
    • 58. Start Today! 1. Post your Grad Jobs for FREE Students are twice as likely to view a job on LinkedIn than a professional 2. Make sure you are displaying relevant student content 64% of UK Students members research people & companies 3. Target this audience with targeted marketing Request insights from your LinkedIn rep to identify ‘sweet spots.’