Terra Firma Associates Linkedin Webinar


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A short introduction what Linkedin offers for organisations to communicate their Employer Branding and enhance their recruitment communications

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Terra Firma Associates Linkedin Webinar

  1. 1. Using LinkedIn as a recruitment advertising channel Webinar May 2012
  2. 2. TFA Webinar Series•12 June:•How Facebook can help you to win in the war for talent•10 July:Using social media to support your diversity objectives 2
  3. 3. What?
  4. 4. What is LinkedIn?• Largest/best known International Professional Social Network with 161 million members in over 200 countries worldwide Canada: 5m Asia and Pacific: 25m• Students and recent Europe: 34m graduates are the fastest- US: 64m growing demographic India: 14m• LinkedIn members did 4.2 billion professional- Brazil: 8m oriented searches Australia: 3m• Competing with other networks such as Viadeo, Xing, Hyves Source: Linkedin.com, 2012 4
  5. 5. 2/3 of LinkedIn Members checkin at least a few times a week www.lab42.com 5
  6. 6. How?
  7. 7. How are your potential candidatesusing professional networks?• Search for jobs• Get information about companies and their career opportunities• Gain insights into the profiles of people who work for those companies• Find out who they know at the company• See what people who have left the organisation (“alumni”) go on to do (particularly valuable for fixed contract positions)• Networking purposes 7
  8. 8. How can your organisation harnessLinkedIn for recruitment?• Create a Company page to bring the organisation to life including - a “tab” for your organisation’s Products and Services - all the plug-ins that LinkedIn offers e.g. video• Create a staff and/or alumni group• Raise your profile with relevant groups• Advertising opportunities e.g. targeted ‘Inmails’, banner adverts 8
  9. 9. Present your organisation - The Company page• Your free basic presence on LinkedIn is the opportunity to provide information about your organisation and career opportunities. It can contain:• Overview of your organisation with your logo, information about your organisation, map• Tweets and blog posts, RSS• Products and/or services tab with images and Youtube videos
  10. 10. Engage with staff, Alumni and potentialcandidates - LinkedIn Groups• LinkedIn groups help people to stay informed and keep in touch with people with a similar interest• By joining or founding a group you can raise your profile and engage with relevant communities of interest, peer organisations and potential candidates 10
  11. 11. What is the difference between aLinkedIn company profile and a group? Company Profile GroupWhat is it? A company profile is an A group of like minded people overview of services, the point with common interests of affiliation for employees and offers interested LinkedIn members the opportunity to follow your organisationWhat can it Company overview, products A group may have discussions, and/or services services and jobs or promotions.contain? jobs offered by the company.What is the value With a company profile an By joining or founding a group organisation can raise you can raise your profile andfor recruitment? awareness, build an employer engage with relevant branding and advertise communities of interest, peer vacancies (job postings and organisations and potential self-serve advertising must be candidates. linked to the company profile) 11
  12. 12. Reach out to candidates -CPC Advertising and Job Postings •CPC advertising – Targeted advertising – Costs depending on targeting criteria, budget can be defined by daily spendings •Job Postings – Postings automatically appear on the careers tab of the company profile – Costs: $195 for a 30-day posting per country 12
  13. 13. Targeting senior hires withLinkedin• Objective: – Recruit for Senior Role in Global Financial Organisation• Targeting: – relevant industries (Public Policy, Government Admin, Int. Affairs, Government Relations, Program Development, NGO Management, etc) – Seniority: Senior, Partner, Director, VP – Geography: Focus countries in Asia, Middle East, Latin America• Results: 3,300 clicks in 3 weeks – CTR 0.25% 13
  14. 14. Targeting hard to recruitSpecialists• Objective: – Recruiting Auditors for a European Institution• Targeting: – relevant industries: Accounting, Finance, Quality Insurance – Age: 25-54 – Geography: European Focus Countries• Results: 1,057 clicks to the recruitment website – CTR 0.04% 14
  15. 15. Reach out to candidates -The LinkedIn InMail •InMail – Targeted email to LinkedIn Your Logo members – sent through LinkedIn – numbers of Inmails is limited to avoid mail-fatigue – customised banner 15
  16. 16. Reach out to candidates -The LinkedIn Mailing• Objective: – Recruiting Senior Role in Energy Technology for a European Institution• Targeting: – relevant industries: Public Sector, Energy, Academia – Geography: European Focus Countries• Results: 1,004 people opened the email – Opening rate 55% – CTR based on opened mail: 30% 16
  17. 17. Another way to promote yourorganisation: The customised careers tab•LinkedIn offers two packages for organisations who want tocustomise the careers tab. Depending on the package (see nextslide) the careers tab includes a number of functions: – The ability to adapt the page depending on their profile so Finance people see different information to HR professionals – Add testimonials from employees – Add a video and banners to make the page more visually appealing – Promote specific job opportunities – Provide links to e.g. your careers website and social network sites to drive traffic to these content rich destinations – Develop a pool of potential candidates with whom you can engage to e.g. tell them about upcoming recruitment campaigns – Monitor who is viewing the page 17
  18. 18. Customised Careers tab - What itcosts•LinkedIn offers two packages, Silver (entry level) andGold. 18
  19. 19. Step by step - Using Linkedin forrecruitment1. Identify clear objectives, target audiences and messages for advertising and your company page2. Allocate responsibilities for implementation and monitoring3. Create your company page using engaging copy and visuals4. Promote your company page to staff, potential and actual candidates5. Possibly, seek testimonials from people/organisations that have benefited from the work that you do6. Leverage advertising opportunities for job vacancies7. Monitor the analytics that LinkedIn offers8. Keep your eyes open for additional functionality 19
  20. 20. How can we help?• Your presence on LinkedIn: – Work with you to develop your LinkedIn strategy – Create content and visuals for your page – Integrate your organisation’s page with the rest of your online and social media activities – Monitor and analyse your page’s performance and your overall digital presence – Keep you up to date with innovations• Advertising on Linkedin: – Manage CPC and Inmail campaigns – Post jobs – Monitoring and reporting 20
  21. 21. Next steps• Which social media are relevant for my candidates?• How do I build a social media strategy?• What social media policy and guidelines do I need?• I have limited resources, how can I use them cost effectively? TFA can help with a Customised Social Media Workshop 21
  22. 22. Stay in touch! •TFA Blog: www.terrafirmaassociates.com/blog •LinkedIn Group: International Public Sector •@TFA_social •jlevy@terrafirmaassociates.com 22
  23. 23. For more information please contact Julia Levy jlevy@terrafirmaassociates.com