Presentation on how recruiters can think like marketers. Based on Lou Adler's session at Talent Connect 2012 in Las Vegas; voted one of the top three breakouts of the entire conference. Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj

1. Recruitment Marketing
Attracting the High Achievers
Lou Adler
CEO – The Adler Group,Author
Hire With Your Head and
The Essential Guide for Hiring and
Getting Hired
@LouA
The best of

2. TALENT CONNECT 2012
Quality of Hire
C B
D
A

3. TALENT CONNECT 2012
Job-hunting Status Fully-employed
Extraordinary
Career Move
Great
Career
Move
Very Good
Career Move
Good Career
Move
Lateral
Transfer
LinkedIn Adler Group Survey 2011 – 4,500 Members
20% Postings
Visible & Compelling
20% Targeted Email
Targeted/MailMerge
60% Networking
VTC – PERP

4. TALENT CONNECT 2012
Thinking Backwards
HAVE GET BECOMEDO
The Wrong Way for Hiring!
The Right Way for Hiring!

5. TALENT CONNECT 2012
Thinking Backwards
BeforeDay 1
Skills,Experience,
HAVING, Academics,
Competencies
Day1
Title, Company,
Location,$$,
Responsibilities
Advertise &
PhoneScreen
Beyond Year 1
Opportunity,Long-
term Impact,
Long-term $$ %
Year 1
DOING, Work,
Impact,Learning,
Team,Total $$
Moment
1
Candidate
Opt-in Screen
Interview,
Assess, Offer
Acceptance
Criteria
You can’t use a talent surplus process in a talent scarcity situation!
HAVE GET BECOMEDO

6. TALENT CONNECT 2012
Understand Your Ideal Candidate
Positive Motivators
Negative Motivators
IntrinsicExtrinsic
Career Maximization
Learn– Do – Become
Helping others
Team– Hiring Manager
Company or Mission
Recruitment
Marketing &
Advertising
Eliminate the
Negatives
and Maximize
the Positives
Tip: Close on
Positive
Internals
Slow growth
Work mix not satisfying
Not part of team
Missionnot important
Cultural misfit
Lowsalary
Bad boss
Not appreciated
Deterioratingbusiness
Economic need
CompensationMax
Short-termRewards
Contests, Bonus
Big Title - Big Brand
Ego need
Avoid the vicious cycle of underperformance, low morale and turnover.

7. TALENT CONNECT 2012
Understand Your Ideal Candidate
Positive Motivators
Negative Motivators
IntrinsicExtrinsic
Career Maximization
Learn– Do – Become
Helping others
Team– Hiring Manager
Company or Mission
Recruitment
Marketing &
Advertising
Eliminate the
Negatives
and Maximize
the Positives
Tip: Close on
Positive
Internals
Slow growth
Work mix not satisfying
Not part of team
Missionnot important
Cultural misfit
Lowsalary
Bad boss
Not appreciated
Deterioratingbusiness
Economic need
CompensationMax
Short-termRewards
Contests, Bonus
Big Title - Big Brand
Ego need
GETTING
DOING &
BECOMING
Avoid the vicious cycle of underperformance, low morale and turnover.

8. TALENT CONNECT 2012
Great Ads: Capture Intrinsic Motivator
McFrank&Williams Advertising Agency, Inc.

9. TALENT CONNECT 2012
Turn Jobs into Careers
Need both … to find & hire the best
What’s the EVP?
Why would a top, fully-
employed person take
this position?
Impact, Growth, Company
Long term component
of a career move – the
becoming!

10. TALENT CONNECT 2012
How to Write an Email or Ad
Lead with EVP  DOING  Having
Beyond Year 1
Year 1
Past

11. TALENT CONNECT 2012
The Candidate Persona
10 New
Sourcing
Ideas!

12. TALENT CONNECT 2012
The Importance of Messaging
What’s the EVP?
Capture intrinsic
motivator
Do, Learn,
Become
Describe impact
Make it viral
Attention-
getting
Take over the
Rebuilding of Philly’s
Inner City
0-60 MPH
in
12 Years!

13. TALENT CONNECT 2012
Be Compelling to Attract Top-third
Explore some truly weird openings for Optics Geeks for
freakishly difficult EOIR stabilization puzzles -
http://bit.ly/SZtpY

14. TALENT CONNECT 2012
Texting and Tweets
 1st build a virtual talent pool
 Connect on LinkedIn
 When texting: Compliment 1st!
 Be vague, but bigger title
 Sell short chat
 Send link to posting
 Send link to your open calendar –
e.g., TimeTrader.com
 Make sure LIP shows you as SWK!
Just found
your LI Profile
– very
impressive.
RU open to
chat about sr.
marketing
exec spot?

15. TALENT CONNECT 2012
AGM?
Format
Future
Present
Past
Skills?
EVP?

16. TALENT CONNECT 2012
Compelling Email to Prospects
Intrinsic
Motivator?
EVP?
Future – Present
– Past Format
Skills?
Reaction?

17. TALENT CONNECT 2012
Everyone Else
3rd Degree+
2nd Degree
Connections
1st Degree
ERP/HM
Groups
Nodes
You
The Value of Your Connectedness
1st – Connectedness
Targeted
Compelling
NarrowCasting
Highest ROE
3rd Degree – REACH
High Volume
Pushed Postings
BroadCasting
LowROE
2nd – Networking
Referrals
WarmCalls
Sweet Spot
High ROE
ROE: Return on Effort
Think In-Out vs. Out-In

18. TALENT CONNECT 2012
Recruitment Marketing Summary

19. TALENT CONNECT 2012
4 LinkedIn tools to help you recruit like a
marketer, so that you…
21
1. Know your audience
2. Increase your relevance and reach
3. Go where your audience is

20. TALENT CONNECT 2012
1. Know your audience with our free Talent Pool
reports
22
www.slideshare.net/linkedin-talent-solutions
Industries covered:
- Software engineer*
- Technical sales*
- Procurement & supply chain
people
- Marketing*
- Healthcare
- Financial services*
- Drilling and petroleum
*US and European versions

21. TALENT CONNECT 2012
2. Increase your relevance and reach with
LinkedIn Job Slots
23
Jobs you may be interested in Jobs you may be interested in
Financial Analyst
Bank of America
Jobs you may be interested in
Sr. HR Director
Gap Inc.
Bryan
Finance Analyst
EricaSteve
Director of HR
job applications from recommended jobs [Not searched]
Sr Software Engineer
Amazon
Sr.
Waterf all Mobile
Sr Software Engineer
Waterf all Mobile
HR Director
Waterf all Mobile
Finance Manager
Sr Software Engineer
>50%

22. TALENT CONNECT 2012
2. Increase your relevance and reach with
LinkedIn Job Slots
24
Product Marekting
Manager
NetApp– Sunnyvale, CA
Product Marketing Manager
Amazon.com – Seattle,WA
Senior Product
Manager
NetApp – Santa Clara, CA
Jobs You MayBe Interested In
See more »
Account Executive
xyzCo – Sunnyvale,CA
x
Sr. Account Executive
Amazon.com – Seattle,WA
x
Sales Manager
NetApp – San Jose,CA
x
beta
Waterfall Mobileposted a job you may be interested in: Sr Software
Engineer
Jobs You May Be Interested In
See more »
x
x
x
Waterfall Mobile
Sr Software Engineer
NetApp
Sr Software Engineer
Amazon
Sr. Sr Software Engineer
Erica Robertson
ACME systems
Sr Software Engineer
Share ● Careers ● See more jobs ● 6 minutes ago

23. TALENT CONNECT 2012
3. Go where your audience is, through LinkedIn
Mobile…
25
 23% of unique LinkedIn
visitors come via mobile
apps
 All LinkedIn Jobs now
distributed to relevant
members in ‘recent
updates’ stream
 Members targeted based
on profile information
 Included with all LinkedIn
Jobs at no extra cost

24. TALENT CONNECT 2012
3. Go where your audience is, through LinkedIn
Mobile and ‘Picture Yourself’ Ads
26
# 1 activity on LinkedIn = Looking at your
connections’ profiles
Erica Robertson
Senior Java Developer
ACME systems

25. TALENT CONNECT 2012
For more on all these tools
27
http://talent.linkedin.com
http://talent.linkedin.com/contact-us