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La rivoluzione digitale del recruiting

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Social Media Workshop for Leaders …

Social Media Workshop for Leaders
La rivoluzione digitale del recruiting
Presentazione di Alex Charraudeau


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  • Post started in 1895
    Kellogg’s started in 1906

    So, when the Depression hit, no one knew what would happen to consumer demand. Post did the predictable thing: it reined in expenses and cut back on advertising. But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal, Rice Krispies. (Snap, Crackle, and Pop first appeared in the thirties.) By 1933, even as the economy cratered, Kellogg’s profits had risen almost thirty per cent and it had become what it remains today: the industry’s dominant player.
  • http://youtu.be/FHtvDA0W34I?t=51s
  • The best recruiters in today’s market act like marketers.
    Why is this?
    Because individuals have never had so much choice in the history of employment.
    20, 40, 50 years ago the idea of flexi-time, working from home, work-life balance were alien. A job was for life.

    Today with the amount of choice we have in every walk of life we can be more selective about the business we interact with - that goes from a candidate and hiring manager perspective.

    We can’t just expect to go for the hard sell and still place the right people in the right jobs.
    We have to spread ourselves thinner. Cover more ground.
    I see sales as being more of a one to one interaction.
    Marketing is a one to many.
  • We’ve always had “passive candidates” – but we probably called them something else. I guess we called them our wider network or referrals.

    Social media as a communication and marketing tool feels like it was built purely to educate and engage people about products, services and opportunities before they know that they need them.

    80% of the market are not actively seeking new opportunities. Social recruiting should be about marketing your brand and engaging with people – making them aware of your services, and opportunities before they want to move.

    With the overwhelming majority of people not looking to move jobs social recruiting is not a quick win. It is the long game.

    Not all recruitment firms are set up for social recruiting and it isn’t something I’d recommend to all businesses – purely because some companies live too hand-to-mouth or they don’t have the infrastructure in place. For those that have the appetite to think about social recruiting hopefully this presentation will give you the foundations.
  • Transcript

    • 1. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. An Introduction to LinkedIn Media Alex Charraudeau – Media Solutions Consultant LinkedIn Milan, 4th June 2014
    • 2. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Alex Charraudeau  Ex-recruiter  7 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 LinkedIn @alexCharraudeau Google+
    • 3. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Agenda 1. Marketing in the Modern Age 2. What is new about Recruiting in 2014? 3. How recruiters can Build, Engage, Recruit 4. What success looks like on LinkedIn
    • 4. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Marketing in the Modern Age 4
    • 5. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5
    • 6. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 6
    • 7. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Women Women with a disposable income Women between 24- 45 with a disposable income Women between 24- 45 with a disposable income interested in healthy living 7
    • 8. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 8 Experian aiuta i suoi clienti a prendere decisioni consapevoli. Anche in Italia Experian offre una combinazione unica di dati e sistemi di analisi che trasforma i dati in informazioni vantaggiose.
    • 9. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 9
    • 10. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 10
    • 11. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What have we learnt?  Kellogg's understands advertising  Targeting is crucial  Data helps target the right people  Technology allows us to capture more data  But what next? 11
    • 12. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  5.387 billion cans sold in 2013.  43m fans on Facebook  3.8m Google+  125,000 followers on Twitter  … and they don’t talk about the product 12
    • 13. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13
    • 14. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What is new about Recruiting in 2014? 14
    • 15. Times are changing
    • 16. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The best recruiters act like marketers… 17
    • 17. 18
    • 18. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 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.
    • 19. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. How recruiters can Build, Engage, Recruit
    • 20. Build Recruit 1 3 Build your brand, your platform and talent pools Pick up leads, make placement and hire staff
    • 21. 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
    • 22. Effective Efficient
    • 23. Build1  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? A brand is simply an organization, or product or service with personality
    • 24. Build1  Build the foundations.  Position your brand across employees and your company.  Rich media gets 100% more engagement.
    • 25. Build1  Build landing pages.  Build conversion points.  Make it uniform and unified.
    • 26. What percentage increase in conversions does targeted content give you?
    • 27. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  400% conversion rate boost when companies deliver relevant content and high- quality experience  Quality & relevance: The twin keys to digital growth – http://mckinseyonmarketingandsales.com/qu ality-and-relevance-the-twin-keys-to-digital- growth David Edelman – McKinsey&Company
    • 28. Engage2 99% of advertising doesn’t sell much of anything  What is your message?  Who needs to see your message?  How will they see it?  What is your objective?  What are your consultants going to do?
    • 29. IT professionals IT professionals in banking Senior IT professionals in banking Senior IT professionals in banking working at HSBCEngage2
    • 30. Engage2  Over 2 billion updates are seen weekly across LinkedIn.  88% of members would follow a company.  Followers are 2.5x more likely to recommend your business.  78% of company followers are more likely to respond to an InMail.
    • 31.  Your followers, fans, members, connections will see your content.  They may spread this further through social amplification if the content is relevant and engaging.  To reach a wider audience, or to push your message out at scale quickly consider advertising. Organic Earned Paid Engage2
    • 32.  Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.  Content generates 6x more engagement than jobs. Engage2
    • 33. Engage2  Own the home page experience: – InMails, Ads, Sponsored Updates, Jobs  Increase clicks on ads/content by 25%  Increase opens of InMails by 100%
    • 34. 3 Recruit Are you demonstrably helping the organisation achieve its strategic objectives?  How are you picking up leads?  How are you attracting candidates?  How are you making placements?
    • 35. 3 Recruit 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
    • 36. 3 Recruit
    • 37. What percentage of senior professionals access LinkedIn on their mobile in Italy?
    • 38. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 98% 41% Desktop Mobile 68% Saw a Company Status Update, Italian Executives using LinkedIn
    • 39. 3 Recruit 1 2 3
    • 40. 16% 30% 16% 50% Engaged with Your Brand No Engagement with Your Brand Engaged with Your Brand No Engagement with Your Brand 3 Recruit InMail Success Rates by Brand Engagement Dynamic Career Page Jun 2013 to Jul 2013 Static Career Page May 2013 to Jun 2013
    • 41. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Review – 5 tips for a social recruiting 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
    • 42. #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Thank you! Please join us next time…  Social RecruitIn  Premier recruitment event in EMEA.  London 3rd September 47 Always be connecting: LinkedIn @alexCharraudeau Google+