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Optimising Your Jobs & LinkedIn Career Page | Talent Connect London 2013
 

Optimising Your Jobs & LinkedIn Career Page | Talent Connect London 2013

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Build a Career Page that can engage 238+ million members on your behalf. Learn how your Jobs and LinkedIn Career Page work together to create a stellar candidate experience and extend the reach of ...

Build a Career Page that can engage 238+ million members on your behalf. Learn how your Jobs and LinkedIn Career Page work together to create a stellar candidate experience and extend the reach of your brand.

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Optimising Your Jobs & LinkedIn Career Page | Talent Connect London 2013 Optimising Your Jobs & LinkedIn Career Page | Talent Connect London 2013 Presentation Transcript

  • Optimising Your Jobs & LinkedIn Careers Page
  • Optimising Your Jobs & LinkedIn Careers Page
  • Agenda How Your Jobs and LinkedIn Careers Page drive the LinkedIn Ecosystem What Are the Steps Needed to Bring Your Careers Page and Talent Brand to Life Why Your Jobs are Key to Driving Your Talent Brand Why Your Followers are Important Key Takeaways Q&A
  • Imagine LinkedIn is a big Shopping Mall How would you drive people to your shop and make it stand out?
  • Remember also that these are mostly Window Shoppers. So 80 % of these shoppers may already have what they need These can be the toughest people to attract as they aren’t actively looking to buy.
  • Your products are your jobs, and you want people to ‘buy’ or apply to them  How do you notify a target of brand new people about your shop & drive traffic there?  Job Slots act just like a magic billboard / directory right inside the shopping mall lobby.  Members only see ad messages most relevant to their needs, diverting them to your store.
  • How do you heavily promote a particular product in your store?  You can sponsor jobs in case of an urgent, hard to fill or business critical role.  These jobs appear more in this mall ‘directory’ and so logically get a higher likelihood of application and ultimately more applicants.
  • So you have spent time and money reaching out, and getting the buyer to check out your shop… What does it look like inside? Would you want to ‘buy’ what’s on the shelf (i.e. your jobs)? What first impression do you want to create for the customer?
  • Like This?
  • Or Does it Look Like This?
  •  Positive engagement  Quality reinforcement  Focusing on full benefits, not just price alone  Increased likelihood to buy
  • Bringing it back to LinkedIn, how has a real life customer successfully achieved this?  Family run business  Key business challenges that prompted them to build the LinkedIn Careers Page  Identified the key champions internally to drive the building of their brand on LinkedIn
  • How did Hager Group bring their Employer Value Proposition (EVP) to life?
  • Key Steps to Bring Your Careers Page and Talent Brand to Life
  • How do you bring your brand to life? Goals from your LinkedIn Careers Page Excite members about what’s happening at your company Increase awareness of hiring at your company Evangelize your company culture Increase likelihood of action
  • Module 1: Your Banner  Create an engaging banner to showcase your employment brand and capture your audience’s attention  Images of people are found to be more engaging  Use large bold images to make an impact  You can specify a URL to make image clickable and link to other assets Your banner Tagline & Subheading About your company Employee Spotlight Additional Info.
  • 1: Banner Tagline / Subheader At Hager Group people are the key to success Brand Summary Summarize your branding message to help members better understand and identify with your company and opportunities Clear Message Communicate the heart of your branding message clearly with a succinct and prominent headline Call to Action A call-to-action communication in the sub heading is more effective and engaging Tagline Try to keep tagline brief and meaningful Buzzword Avoid buzzwords like ‘out of the box,’ ‘one-of-a-kind,’ ‘innovative’ unless genuinely meaningful or applicable Your banner Tagline & Subheading About your company Employee Spotlight Additional Info.
  • 2: About The Company  Create custom content to reinforce your branding message through text, a video and helpful links  You can embed a video, a Slideshare presentation or an image to talk about what makes your company a unique  Ideal videos are under 2 minutes and include a video title. Embedded Slideshare presentations should ideally be < 10 slides  Communication from your leadership sparks more interest with members Your banner Tagline & Subheading About your company Employee Spotlight Additional Info.
  • 2: About The Company (2nd module)  Integrate your corporate assets seamlessly in this custom module  Expose members to your brand by including links to a company blog, Twitter feed, Facebook page or your Instagram account  Have brief and clear link descriptions. Also try to include ‘call- to-action’ relevant to your assets Your banner Tagline & Subheading About your company Employee Spotlight Additional Info.
  • 3: Employee Spotlights Your banner Tagline & Subheading About your company Employee Spotlight Additional Info.
  • 3: Employee Spotlights  Include testimonials that describe diverse aspects of the work culture & reveal why they chose to work at your company. Showcase their stories!  Employees who have peer recommendations on LinkedIn & have relatively longer tenure make good brand ambassadors  We recommend selecting 2 featured employees to be your brand ambassadors  Select employees who have a LinkedIn profile picture to make a stronger impression Your banner Tagline & Subheading About your company Employee Spotlight Additional Info.
  • 4: Jobs  Relevant jobs personalised for each user  Make sure to post all of your professional positions to LinkedIn, so that every member visiting your page sees roles relevant to them  Ensure the job poster is tagging jobs on LinkedIn with the company name Jobs People Recent Updates
  • 5: People  Encourage 100% employee presence on LinkedIn  Your employees are your best brand ambassadors  Share tips with your employees to effectively complete their LinkedIn Profiles Jobs People Recent Updates
  • 6: Recent Updates Jobs People Recent Updates
  • 6: Recent Updates Vary Your Content Share interesting insights & content about your company (‘A Day In The Life’,’ Thought Leadership’, Company News) Jobs Post Consistently Companies that post 20 times a month reach at least 60% of their unique audience People Keep It Brief Keep your posts brief and punchy. Updates with < 50 characters drive 28% higher engagement Recent Updates
  • Key takeaways for your LinkedIn Careers Page Think visually - Use bold images to give a real-world glimpse into your organization Think digitally - Whatever you say, keep it brief. Online - attention spans are shorter Think video - Showcase real people with real stories to engage members more deeply. Think customised - Adapt your content to viewers based on their LinkedIn profiles. Target based on job function, industry, geography, etc.
  • Why Your Jobs are Key to Driving Your Talent Brand
  • Why your Jobs are key to driving your brand Your LinkedIn Careers Page branding now becomes a key feature of your job postings! Job titles driving targeted opportunities to the LinkedIn member’s home page
  • How your LinkedIn Careers Page & Jobs work together  Rich media (video or photo) as well as recent updates are imported into your Job Description from your Careers Page  Result: an engaging and inviting experience for the job viewer!
  • Key takeaways for your Jobs Think of your audience - Job titles driving targeted opportunities to LinkedIn members Think social - Let your jobs go viral by sharing with your network on LinkedIn, Facebook, Twitter Think customised - Engage talent with personalised jobs on your Careers page and employee profiles
  • Why Your Followers Are Important
  • For example - companies in France who have a LinkedIn careers page have on average 3.1X more followers than companies who just use Recruiter and Jobs Slots.
  • So what? Why do I need Followers and how do they tie into my recruitment solution? For these companies in France who have a LinkedIn careers page, a follower is 110% more likely to respond to an InMail from your recruiters vs. a non-follower.
  • Followers make a difference 6 78% More likely to accept Recruiter InMail The average number of companies that members follow 3x Remember : You can Filter Recruiter searches for candidates that are currently following your company 6x More likely to apply For jobs at companies they follow 10x More likely to share Content distributed by companies they follow More likely to view LinkedIn Career Page 61% More willing to be your brand ambassador
  • What do followers mean for your employer brand? Our member gets… - Your news stories in their news feed - Relevant jobs in their news feed - Your company status updates As en employer you get… - Engaged talent pool - Long term relationship - Brand evangelists - Increased Job distribution
  • How to leverage employer brand insights?  Start finding out about your followers on your company page  Discover who your followers are and what they’re doing  Keep your conversation relevant by targeting your followers  LinkedIn can provide even deeper insights into your follower base
  • Key Takeaways
  • Optimise Your Jobs & LinkedIn Careers Page  Your Jobs and Careers Page drive the LinkedIn Ecosystem  Key Steps to bring your Careers Page and Talent Brand to life  Your Jobs are key to driving your Talent Brand  Followers are highly valuable asset for your company