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Milan training dec 2012 v2

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  • Welcome and thank you for taking part to this sessionThis morning, training sessionThis afternoon, open office, question business cases, client meetingsPlease leave laptop and phones awayThis has to be interactive, do not hesitate to ask questionThe purpose of this training is :to help you to position media, and to pitch it. You do it well and maybe we can help do improve it or to share the best practicesTo establish a real link with the solution team to partner and build long term successful relationships
  • We measure ability of the sales to sell media with the solution index :SI : In a 100 € deal, how much is for media Media : LCP, WWU, Talent Direct & Rec Ad’sGuess who are these number for :one of these numbers is global SI YTD, one of these numbers is the highest Italian rep SIOne of these is the current EMEA SIOne of these is the stretch goalGlobal 18% YTDEMEA 21%Best Italian : Michelle Barberi : 39%Stretch Goal 40%our team is NOT compensated from their deals. If they sell a Careers page, we do NOT take your money/commission, there is no split-  that is all yours! Instead, Solutions team has a team-quota based on Solutions Index- we want to help you hit 40% SI.
  • Why should you care about your employer brand?It’s something your talent peers are thinking about and investing in93% are investing in it this yearEven if it hasn’t been a priority for your company, it is for your peers, and it will impact your ability to hire2) Why are your peers thinking about it? Having a strong talent brand makes it easier for you to hire talent A strong brand means that talent is more interested in working at your company It can reduce your overall cost per hire by up to 50%Today we want to talk about how LinkedIn can help you measure your employer brand and strengthen it to engage the talent you are looking to hire.
  • How can we measure your employer brand? We start by looking at the reach and engagement you have with external talentTALENT BRAND REACH: Includes the people who know what it’s like to work at your company—those that are familiar with your company as an employerTALENT BRAND ENGAGEMENT: Includes the subset of people within your reach who are interested in you as a potential employerResearch shows that people familiar with what it’s like to work at your company are the same people connected to and engaging with your employees on LinkedInResearch also shows that people who are interested in working at your company are the same ones who are taking that extra step on LinkedIn to learn more: browsing/applying to jobs on LinkedIn, following your company, and visiting your company and career pages.Because these activities happen on LinkedIn, we can measure them. So we can see that at xyzCo, you have XXX members within your reach, and YYY of them have engaged with you and shown an interest
  • We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.
  • We can measure your talent brand index vs your talent peers. Your competitors to the left of the graph have the easiest time engaging talent– talent shows high interest in them. Your talent peers on the right of this graph have a harder time engaging talent, because of their weaker employer brand.The stronger your brand, the easier it is for you to attract the right candidates to your roles.
  • We can also use talent brand index to determine where to focus your employer branding efforts. For example, for your functions on the left of this graph, you have an easier time hiring talent, but for the functions to the right of this graph, it has been more difficult finding talent to fill your roles. Does this resonate with you, both on and off LinkedIn?
  • Talent brand index can also assess the strength of your employer brand across the geographies where you are looking to hire. Given LinkedIn’s global pool of talent, we can help you boost your employer brand among the audiences where you need it most.
  • Finally, we can help you track your employer brand over time. Brand is not something that changes overnight– rather, it is something that needs to be cultivated over time. As you invest in your employer brand, LinkedIn can help you assess the effectiveness of your employer branding efforts both on and off LinkedIn– using the talent brand index.Let’s pause here and review what we’ve talked about:- How are these results in line or different from your expectations? Why? - How is your employer brand aligned compared to your recruiting priorities?  - How is your brand enhancing or inhibiting your success in hiring? 
  • Sponsored placements appear on LinkedIn’s most visited pages – the LinkedIn homepage, the Job Search portal, and in the member’s email inbox
  • How to?Pin updatesNumber of updates displayed on the pageHow to post => copy.paste + no modification + no Comments on/off
  • We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.
  • Finally, we can help you track your employer brand over time. Brand is not something that changes overnight– rather, it is something that needs to be cultivated over time. As you invest in your employer brand, LinkedIn can help you assess the effectiveness of your employer branding efforts both on and off LinkedIn– using the talent brand index.Let’s pause here and review what we’ve talked about:- How are these results in line or different from your expectations? Why? - How is your employer brand aligned compared to your recruiting priorities?  - How is your brand enhancing or inhibiting your success in hiring? 
  • We can also use talent brand index to determine where to focus your employer branding efforts. For example, for your functions on the left of this graph, you have an easier time hiring talent, but for the functions to the right of this graph, it has been more difficult finding talent to fill your roles. Does this resonate with you, both on and off LinkedIn?
  • Talent brand index can also assess the strength of your employer brand across the geographies where you are looking to hire. Given LinkedIn’s global pool of talent, we can help you boost your employer brand among the audiences where you need it most.
  • To expand both your talent brand reach and engagement, you can also reach out to targeted talent across LinkedIn. Share your employer brand among new audiences and introduce them to relevant opportunities and employer brand messages for your company.
  • You are missing the opportunity to more effectively engage talent by not personalizing your message to your audience.You can automatically tailor your employer branding message to talent in order to engage them more effectively. For example, when engineering talent researches your company, give them engaging, relevant content tailored to engineers.
  • Transcript

    • 1. Recruiting SolutionsRecruiting Solutions v Milan Training – Nov 2012
    • 2. Recruiting Solutions Agenda Monday 10:00 - 10:10 10:10 - 10.35 10:35 – 10:40 10.40 - 11.00 11.00 - 11.20 11.10 - 11.15 11.15 - 11.35 11.35 - 12.05 12.05 - 12.25 12.25 - 12.55 12.55 – 13.10 13.10 -13.30 Introduction Discovery Solutions in Italy What’s new Clement – Talent brand Index BREAK – Sponsored Jobs What’s new Carole Media Story BREAK QBR AM Collaboration Takeaways
    • 3. Recruiting Solutions 3 Introduction
    • 4. Recruiting Solutions Sam AM Strategic Jessica L AM UK 4 Laura SC UK/Nordics/ DACH Ingo Solutions Manager Padraic AM SMB/NL/ DACH/Nordics Lauren SC UK/Nordics/ DACH Anne SC Strategic Clement SC S.Europe Marlene SC Benelux Carole AM S.Europe Dublin London Paris Amsterdam EMEA Solutions Team
    • 5. Recruiting Solutions Ingos Number 5 • Second highest Solution Index in EMEA in tough economic environment • Consistently above 20% target
    • 6. Recruiting Solutions What are your Opportunities and Challenges? How can we help you to sell Media? 6
    • 7. Recruiting Solutions What’s New ?
    • 8. Recruiting Solutions 10 What’s new Talent Brand Index
    • 9. Recruiting Solutions Three elements launching around Talent Connect Talent Brand Index InDemand Employers Rankings Employer Branding best practices portal Customer-facing Company-facingMember-facing Know it cold Get the basics Know where to find Talent Brand Reach Talent Brand Engagement
    • 10. Recruiting Solutions What is employer brand? 12 Employer brand Measures the strength of employer brand, and benchmarks it against your talent peers Tells you how attractive your employer brand qualities are to external candidates Talent Brand Index A qualitative representation of what it is like to work at your company Related to culture, talent, and performance
    • 11. Recruiting Solutions Why do we care? Employer brand matters to our clients and has direct impact on their ability to hire Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries LinkedIn Confidential ©2012 All Rights Reserved 13 of employers plan to maintain or grow investment in employer brand 93% Savings in cost per hire is associated with a strong employer brand 50% LinkedIn can measure employer brand in a way no one else can– provide real insights to our members and clients Up to
    • 12. Recruiting Solutions We first assess two important elements of your employer brand: Reach and Engagement LinkedIn Confidential ©2012 All Rights Reserved 14 Talent Brand Reach Talent Talent that’s familiar with you as an employer Talent Brand Engagement Talent that is interested in you as an employer Researching company and career pages Following your company Viewing jobs and applying Viewing employee profiles Connecting with your employees 311,384 members members 18,685
    • 13. Recruiting Solutions Talent Talent Brand Index can measure your employer brand What percent of people who know about you show an interest? LinkedIn Confidential ©2012 All Rights Reserved 15 Talent Brand Index = Talent Brand Engagement Talent Brand Reach Fiat Spa 6% Talent Brand Reach Talent Brand Engagement 311,384 members members 18,685
    • 14. Recruiting Solutions We can compare your Talent Brand Index vs peers LinkedIn Confidential ©2012 All Rights Reserved 16 Employer of choice Weaker employer brand 109 Peers: • Accenture • Chrysler • Ernst and Young • Ford Motor Company • IBM • PSA Peugeot Citroën • Reply • TOFAS • Vale of
    • 15. Recruiting Solutions Your Talent Brand Index varies across the functions you are looking to hire… LinkedIn Confidential ©2012 All Rights Reserved 17 Talent easiest to engage Talent more difficult to engage TalentBrandIndex
    • 16. Recruiting Solutions …and across the geographies where you have a presence LinkedIn Confidential ©2012 All Rights Reserved 18 Talent easiest to engage Talent more difficult to engage TalentBrandIndex
    • 17. Recruiting Solutions We can track how your Talent Brand Index progresses over time LinkedIn Confidential ©2012 All Rights Reserved 19 LinkedIn can help you build your employer brand and accelerate your ability to attract top talent
    • 18. Recruiting Solutions 3 things you need to know 20 Talent Brand Index measures your attractiveness as an employer The LinkedIn Solution can help improve the strength of your brand A strong employer brand makes it easier to attract candidates
    • 19. Recruiting Solutions Best practices for telling the story 21 • Use an analogy to talk about Talent Brand Index • Only show the data that’s useful • As you share their numbers, begin discussing solutions • Look in the appendix for LCP Gold, Recruitment Ads, and more Talk to the framework Tell a story Know your recommendation Tailor the deck
    • 20. Recruiting Solutions Use these materials to engage with your clients: RMs 22 Any upsell conversation Engaging decision makers Deepen consultative relationship Create a reason to upsell on jobs/media Re-engage with insights prior to QBRs/renewals Invite more senior clients to the discussion “How big a priority is employment brand for your organization?” Uncover pain points, build recommendations “Help make you best in class in engaging talent”
    • 21. Recruiting Solutions Proactive discovery questions 23 How do you think about your employer brand? How do you measure/track your employer brand today? How would you rate your employer brand vs your peers? How easily would you say you attract talent to your roles vs your peers? • Are there groups where it’s harder/easier? Who are your biggest competitors when it comes to hiring top talent? • Why are they more effective? Is it related to brand?
    • 22. Recruiting Solutions What questions do you have? 24  “So you’re saying that if I pay more, my TBI is better? Is this pay to play?”  “Why should I care about my employer brand?”  “How do I increase my reach?”
    • 23. Recruiting Solutions What do you do if your client…  Has trouble recruiting in the areas where they have a high TBI? 25  Says they don’t have trouble recruiting in an area where they have a low TBI?  Has a TBI that has stayed flat over time/hasn’t improved?  Doesn’t have much of an international presence?  Has a strong overall Talent Brand Index? Are they done investing?
    • 24. Recruiting Solutions Where can I access this really cool deck? 26 1. go/merlin >> HS Tools >> Talent Brand1 1. Choose company2 1. Download PPT4 1. Edit peer companies3
    • 25. Recruiting Solutions How are talent peers calculated for a target company? You can customize these when downloading the deck Talent Flows Target page views Target member activity Employee profile views Top 5 overall Talent Peers Top 4 same-size Talent Peers &
    • 26. Recruiting Solutions Where to go for help? Need the TBI deck? go/merlin 28 Questions about positioning and help with clients? Solutions Consultant Questions about the data or charts? Merlin Helpdesk merlin@linkedin.com
    • 27. Recruiting Solutions 29 What’s new Sponsored Jobs
    • 28. Recruiting Solutions IT Administrator Business Operations Financial Analyst Facilities Manager Marketing Director Sponsored Jobs give your most important roles a little extra exposure. Sales OperationsSoftware Engineer Sales Manager Senior Engineer    
    • 29. Recruiting Solutions Bring the power of LinkedIn’s targeting and passive talent to pay per click 1 3 2 On the LinkedIn homepage On the Job Search page In the member’s email inbox
    • 30. Recruiting Solutions LinkedIn Sponsored Jobs Get more applicants for your most important roles LinkedIn Confidential ©2012 All Rights Reserved LinkedIn automatically displays your job to relevant candidates You control how often your job appears here
    • 31. Recruiting Solutions Pay only when you see results Bring the power of LinkedIn’s targeting to pay per click LinkedIn Confidential ©2012 All Rights Reserved  Only pay when a candidate clicks to view your job • Cost per click: Amount you pay when candidate clicks to view your job • Budget: the maximum amount you will spend on this job  Manage spend and track success right in Recruiter
    • 32. Recruiting Solutions PLATFORM EVOLUTION 44
    • 33. Recruiting Solutions 45 What’s new Company page and Career Page Q&A
    • 34. Recruiting Solutions 46 What’s new Featured Status Updates
    • 35. Recruiting Solutions 47 Featured status updates + Rich Media Content
    • 36. Recruiting Solutions 48 Featured status updates Benefits of managing your content: • Brand awareness • Creating community around the brand - Loyalty • Showcasing thought leadership to target audience • Drive traffic by increasing reach
    • 37. Recruiting Solutions What does this mean for your client? Think long term vision and value with daily proofs 49 Featured status updates
    • 38. Recruiting Solutions 50 What’s new Slideshare integration
    • 39. Recruiting Solutions Clients will be able to share presentations, documents, or Flash video 51 Tips for clients: - Feature Slideshow if images - Financial reports - Ad as much content as wished
    • 40. Recruiting Solutions 52 What’s new New Ad Format
    • 41. Recruiting Solutions JYMBII and Picture Yourself 2.0 53
    • 42. 54Recruiting SolutionsRecruiting SolutionsRecruiting SolutionsRecruiting SolutionsRecruiting Solutions v 54 Indesit Company Quarterly Business Review November 2012
    • 43. 55Recruiting Solutions Indesit Company LinkedIn Media Overview - 2012 Solution Contract Amount Amount Delivered Currently Scheduled to be Served Live Notes Work With Us NA Live Live Yes Follow Company Career Page Silver 1 1 NA Yes Migrated to the new format
    • 44. 56Recruiting Solutions Indesit’s Career Page and community 56
    • 45. 57Recruiting Solutions The number of unique visitors on your Career Page is steadily increasing and transforming into followers 57 The number of followers onf the Indesit page is now 5860 Linkedin Members. After a slow down due the holidays, visits and numbers of new followers is increasing again.
    • 46. 58Recruiting Solutions Members on LinkedIn are joining your company. To date, you have 5860 members from around Europe 58 The main geography of your followers is Italy, representing 60% of your community. Follows behing UK, Turkey, Russia, France, Poland
    • 47. 59Recruiting Solutions The typology of your community is very relevant to your employer brand working in the same industry, in the right job functions and come from companies of the same typology of Indesit Company 59
    • 48. 60Recruiting Solutions Zoom on the other spaces of Indesit 60 The ad space on your company page is free to use by all LinkedIn companies. Just by refreshing the page, an ad from Philips appear on the right hand side of your page Your Community is engaging with the information which is pushed to them on the company page. When having a closer look, it seems that videos and the successes of Indesit have greater success and engagement
    • 49. 61Recruiting Solutions Next steps  Leveradge even more the new functionnalities coming out to push content to your community and to specific audiences: – Targeted Status Updates on Indesit Company home tab will have way higher engagement rates than global communications.  Drive traffic and awareness to your employer brand presence by using recruitment ads focusing on specific needs in terms of visibility and gaps in the community 61
    • 50. 62Recruiting Solutions « Work With Us »
    • 51. 63Recruiting Solutions Employees are your best ambassadors , generating interest and attracting qualitative profiles to Indesit Views by non Indesit employees The in bound flow traffic on your employee profile is big! The profiles of your employees get in average visited 14K times by month by 5,5K different viewers.
    • 52. 64Recruiting Solutions Indesit Company’s Work With Us is performing at 19 times industry average 64 Campaign Creative Audience Impressions Served CTR Follow Company External/ Internal 94,751 1.5% Industry average for Recruitment Advertising is 0.08% The Work With Us campaign is currently performing very well, even along time, which is a success. April May June July August September October November 2.02% 1.84% 1.41% 1.42% 1.37% 1.21% 1.74% 1.7%
    • 53. 65Recruiting Solutions The typology of profiles seeing « Work With Us » and therefore seeing your employee profiles – Sept data 65 The profiles of your employees get a lot of traffic and interest by LinkedIn members in the same industry and functions. The profiles of your employees have been visited by 2557 different companies, but with as emphasis on the same typology as Indesit’s.
    • 54. 66Recruiting Solutions Impact of « Work With Us » on the Page Work with Us enhanced visibility of your overall presence and pushed traffic to your Career Page 66
    • 55. 67Recruiting Solutions Hire Impact and brand image
    • 56. 68Recruiting Solutions Your actions on LinkedIn have an impact on your hiring 68 Even without communicating on you presence on LinkedIn except via your employees, your Career Page impacted 13 new hires and Work With Us impacted 7 of your new hires. These numbers are very promising when thinking about recruitment ads. Driving qualitative traffic to your page will enhance the impact, pushing communication and job to a specific audience you chose
    • 57. 69Recruiting Solutions Talent Talent Brand Index can measure your employer brand What percent of people who know about you show an interest? LinkedIn Confidential ©2012 All Rights Reserved 69 Talent Brand Index = Talent Brand Engagement Talent Brand Reach 17% Talent Brand Reach Talent Brand Engagement 127,652 members members 22,019
    • 58. 70Recruiting Solutions We can track how your Talent Brand Index progresses over time LinkedIn Confidential ©2012 All Rights Reserved 70 Your Talent Brand Index has importantly increased when you launched the Work With Us campaign. As the curve is slowing down, increasing reach via a targeted recruitment ads campaign will increase engagement to qualitative audience.
    • 59. 71Recruiting Solutions Your Talent Brand Index varies across the functions you are looking to hire… LinkedIn Confidential ©2012 All Rights Reserved 71 Talent easiest to engage Talent more difficult to engage TalentBrandIndex Media and Communication and Marketing have very high engagement with your brand in coherence with the typology of jobs posted. However, engineers which is one of your area of focus in missing from the top 6 job functions engaging the most with your brand.
    • 60. 72Recruiting Solutions …and across the geographies where you have a presence LinkedIn Confidential ©2012 All Rights Reserved 72 Talent easiest to engage Talent more difficult to engage TalentBrandIndex You can notice a high engagement towards your brand in Italy, in coherence with the analysis of your community. However it is important to notice that the two other countries where you have jobs openings at the moment (Poland and Switzerland) are not in the top 6 countries.
    • 61. 73Recruiting Solutions Takeaways and Recommendations 73
    • 62. 74Recruiting Solutions Key Takeaways  Indesit Company has a community which is constantly growing eager to know information about the company  LinkedIn had an impact on job  The media actions undertaken this year had an impact on your hiring results  Indesit Company benefits from a great indirect interest in your brand when looking at the « Work with us » results
    • 63. 75Recruiting Solutions Recommendations  Enhance your brand awareness and engagement: – Provide highly targeted branding messages to the talent researching your career opportunities – Engage your Followers directly on their homepages through Company Status Updates  Drive traffic to your LinkedIn presence and other spaces: – Continue using WWU to convert indirectly interested members – Communicate about your presence to a specific target/ audience you would like to gather. 75
    • 64. 76Recruiting Solutions Drive reach and engagement among highly targeted audiences where you’d like to boost your brand by using Traffic Drivers LinkedIn Confidential ©2012 All Rights Reserved 76 Erica Robertson Your ideal passive candidate Product Marketing Manager You’ve been now reaching only people with interest in your company you need now to communicate on your presence to a more mass but still relevant for you population Erica Robertson Consulting Picture yourself with a career in Consulting at at Mazars Mazars
    • 65. 77Recruiting Solutions Provide highly targeted branding messages to the talent researching your career opportunities LinkedIn Confidential ©2012 All Rights Reserved 77 Audience: General Professional Audience: Use strong imagery, Convey a clear message about your company, and feature engaging, relevant content Marketing Indesit Company Indesit Company Jobs at Indesit Company Marketing Manager Marketing Manager Marketing Manager Director of Marketing Director of Marketing Senior Marketing Manager Senior Marketing Manager Indesit Company Indesit Company
    • 66. Recruiting Solutions Teamwork AM/Reps September 2012 LinkedIn Confidential ©2013 All Rights Reserved
    • 67. Recruiting Solutions But what does she do?  Onboarding – LCP Gold/Platinum Onboarding – WWU Onboarding – Recruitment Ads Onboarding – Migration to new format  On going – Launching Media  Talent Direct  WWU  Recruitment Ads – Advising and Checking on clients – Reporting – QBR’s  On side – Adhoc rep requests – Bugs and fixes – Special projects – Internal meetings (Reps and team) LinkedIn Confidential ©2013 All Rights Reserved 79
    • 68. Recruiting Solutions SETTING EXPECTATIONS – SLA’S LinkedIn Confidential ©2013 All Rights Reserved 80
    • 69. Recruiting Solutions Benefits  Organisation – For the client – For the rep  Transparency and deception avoidance – Circle of anger – Set a clear planning with the client  Optimization LinkedIn Confidential ©2013 All Rights Reserved 81
    • 70. Recruiting Solutions Target Requests SLAs  Response to: – Target Request: Please expect 4 DAYS – WWU: Allow 3 days SLAs – Recruitment Ads : Allow 1 WEEK MINIMUM from start to launch. – Talent Direct : Allow 1 MONTH MINIMUM from start to launch.  NB: Take into account the client as well !
    • 71. Recruiting Solutions OPTIMAL COLLABORATION LinkedIn Confidential ©2013 All Rights Reserved 83
    • 72. Recruiting Solutions Best practices  Always send the opportunity (if one doesn’t exist, create one)  Each Non-Sub product needs a Target Request approved in order to generate contract • If you are selling two Talent Directs, two Target Requests are needed  Manage client expectations on campaign delivery  Reporting requests need AT LEAST 3-4 days notice • More time to pull reporting will allow us to offer analysis on the data to tell a story and identify up-sell opportunities.  Tell Your Account Manager about possible delay in Media Renewals • We can grant a 10 day grace period. If we aren’t forewarned, the solution will automatically be turned off on contract end date. AND: USE THE WIKI! LinkedIn Confidential ©2013 All Rights Reserved 84
    • 73. Recruiting Solutions Must remember, like in a couple: 85 COMMUNICATION IS KEY!!