LinkedIn Day Brussels, Belgium, Employer Branding, EVP, HR, Recruitment, Social Media, Rekrutering, Wouter Cappendijk

1. LinkedIn Confidential ©2013 All Rights Reserved
Good Morning!
Welcome to LinkedIn Day
Brussels
Twitter: #intalent
wcappendijk@linkedin.com
Belgium
16th May 2013

2. #intalent
Agenda
2
09:00 - Jeroen Dries – Welcome to LinkedIn Day Brussels
09:10 - Jan Vermeiren and Bert Verdonck – The LinkedIn
Strategy Matrix for Organisations [Guest Speakers]
09:40 - Wouter Cappendijk – The World of Recruitment
10:15 - Coffee and Networking Break
10:30 - The LinkedIn Challenge – How Well do you Know LinkedIn?
10:45 - LinkedIn Case Study – KBC
10:50 - LinkedIn Customer Story Q & A – Paulina Reizi, Rhea System
11:20 - Round Table Deep Dives
12:00 - Networking Lunch

3. LinkedIn Confidential ©2013 All Rights Reserved
Jeroen Dries
Enterprise Sales Manager
LinkedIn Benelux

4. Jan Vermeiren & Bert Verdonck
@LinkedinBook @JanVermeiren @BertVerdonck
[Guest Speakers at event]

5. Trends
The LinkedIn Strategy Matrix© for Organizations
The LinkedIn Profile Matrix©
Agenda

6. Trend 1: shift in the organization

7. Trend 2: new roles for marketing/recruiting
Customers
Partners
Suppliers
Investors
New
employees
Media
Employees
Mana-
gement
Marketing
Recruiting
Hiring Managers

8. LinkedIn Strategy Matrix© for Organizations
PASSIVE
STRATEGIES
ACTIVE STRATEGIES PROACTIVE STRATEGIES
Organization Branding, Job
Openings, Products &
Services
- Company Profile
Branding, Ads, Job Posts, Interaction
- Advertising Solutions (fee)
- Talent Solutions (fee)
- Company Status Updates
Find:
- Talent Solutions (fee)
- Sales Solutions (fee)
CEO,
Managers
Branding & Lead
Generation
- Personal Profile
- Rich Media
Branding, Visibility, Interaction
- Status Updates
See below (all co-workers)
All Co-
workers
Branding & Lead
Generation
- Personal Profile
- Rich Media
Branding, Visibility, Interaction
- Group Managers of internal and alumni
Groups or external Groups
- Active member of internal and external
Groups
- Status Updates
- Share information & use Polls
- Attend events and use (Sub)Groups
Find:
- New customers
- New employees
- New partners
- New suppliers
- Project members
- Internal and
external expertise
Fundamental Networking Principles

9. LinkedIn Profile Matrix©
EMPLOYED NOT EMPLOYED
NOT
LOOKING
FOR A JOB
CEO, spokesperson (Active)
Sales (Proactive)
Recruiting (Proactive)
Hiring Manager (Proactive)
Marketing (Active)
Experts & Consultants (Active)
Others (Passive)
Student A
Temporary Time Out
Retired
LOOKING
FOR A JOB Job Switcher
Student B
Unemployed
1
2
3
4
5
6
7
12
13
9
8
10
11

10. Jan Vermeiren & Bert Verdonck
connect-with-us@
networking-coach.com
T: +32 32 16 27 47
@LinkedInBook
@JanVermeiren
@BertVerdonck
Networking Coach
Jan Vermeiren and Bert Verdonck are the founder
and partner of Networking Coach. They are
international speakers and authors of two
bestsellers: “Let’s Connect!” and “How to REALLY
use LinkedIn”.
Feel free to share with your network:
FREE online/offline networking e-course
FREE digital version of
“How to REALLY use LinkedIn”
FREE “LinkedIn Video & Tools Library”
Available at:
www.networking-coach.com
www.how-to-really-use-linkedin.com

11. LinkedIn Confidential ©2013 All Rights Reserved
The World of Talent Acquisition
Wouter Cappendijk
Enterprise Account Executive
LinkedIn Belgium
wcappendijk@linkedin.com
+31611743355
@woutercap

12. #intalent 12
Recruiting is similar to Wine Growing

13. #intalent

14. InsightsIdentity Everywhere

15. #intalent
Identity: Endorsements Skills & Expertise
15

16. #intalent
Identity: LinkedIn Alumni
16
20+ MillionStudents and recent graduates

17. #intalent 17

18. 225m+
Registered members as
of May, 2013
3M+
17M+
India
6M+
Canada
70M+
USA
10M+
Brazil
34M+
APAC
M+
LinkedIn’s global footprint is expanding:
EMEA
50M+ UAE
1M+
3M+
DACH
4M+
Italy
5M+
France
4M+
Spain
5M+
Benelux
11M+
UK
1M+
Sweden

19. #intalent 19
Grand Place Brussels 3x times a day.

20. #intalent 20
93%of recruiters use or plan to use
LinkedIn for recruiting
Source: Jobvite 2012 Social Recruiting Survey.

21. #intalent 21
Recruiting is…
Source: LinkedIn survey of 226 recruiting professionals in Benelux
May-July 2012.

22. #intalent
Your biggest concern today?
22
Source: Brussels Day May 2013 survey.
“Recruiting is extremely competitive.
The talent pool is small and will only
get worse this year, I fear.”

23. #intalent
You’re recruiting in a highly competitive landscape
23
#1
Biggest obstacles to attracting top talent
Compensation
#2 Competition
Source: LinkedIn survey of 226 recruiting professionals in Benelux
May-July 2012.

24. #intalent
Your biggest concern today?
24
Source: LinkedIn Day Brussels May 2013
“Successfully putting a plan into
motion to switch from reactive to
proactive recruiting.”

25. #intalent
Recruiting leaders are committed
25
to proactive sourcing and specialist roles
If you could add one role to your team right now,
what would it be?
Source: LinkedIn survey of 3,028 recruiting professionals globally, October 2012.
#1 Sourcing specialist
#2 Employer brand specialist

26. #intalent
Your biggest concern today?
26
“Having a valid and engaging employer
brand that differentiates is critical.”
Source: LinkedIn Day Brussels survey May 2013

27. #intalent
Recruiting leaders are committed to
27
employer branding
91% Companies spent more or the same on
employer branding as prior years
Agree that employer brand has significant
impact on ability to hire great talent83%
Source: LinkedIn survey of 3,028 recruiting professionals globally, October 2012.
Paul Maxin
Global Resourcing Director at Unilever

28. #intalent
Your biggest concern today?
28
Source: LinkedIn Day Brussels May 2013 survey.
“Finding the time to engage with passive
candidates and ensuring an engaging
experience for them whilst balancing
day to day activity.”

29. #intalent
job boards are on the decline
29
Internet job boards
Social Professional
Networks
6% 6%
Best sources for key quality hires
Fastest-falling Fastest-rising
Source: LinkedIn survey of 226 recruiting professionals in Benelux
May-July 2012 + research ‘De Tijd” January 2013

30. #intalent London

31. #intalent
Rethink how you’re spending your time
31
What 3 key activities would you like to refocus your
team on in 2013
1
Source: LinkedIn survey, April 2013
Proactive Sourcing
74%
68Pipelining Candidates
%
42Employer Branding
%

32. #intalent
Be more Proactive (Resourcing)
Bert Verhaert
Head of Recruitment KBC
Previous KBC Bank & Verzekering
Education KH Leuven
Tips
 Engage with followers
 Authentic employer branding
 Proactive resourcing
2

33. #intalent
Embrace the power of data
33
Average or poor at
using data
78%
Utilises data well
22%
How well does your organisation use data to make
hiring decisions?
Source: LinkedIn survey of 226 recruiting professionals in Benelux
May-July 2012.
3

34. #intalent
Think like a marketer
34
Sander Speleman
Community Manager at Novellas Healthcare
Previous Amgen
Education Katholieke Universiteit Leuven
Tip
 Know your market and competitive landscape
4

35. #intalent 35

36. #intalent 36

37. Think like a marketer: segment your audience
Trainees Sales Engineer Sr.
Managers
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?

38. ©2013 LinkedIn Corporation. All Rights Reserved.
The beauty of employer brand is
you don’t need everybody to know
your name. Only the right people.

39. Optimise for mobile5
27% of unique visiting members came to
LinkedIn through mobile apps in 2013

40. Be a role model for your entire company
and leverage profile traffic.
6
40

41. Be a role model for your entire company
and leverage profile traffic.
6

42. The People We Hire Today
Form the DNA of Our
Companies Tomorrow.
42

43. LinkedIn Confidential ©2013 All Rights Reserved
The LinkedIn Challenge – How Well do you Know
LinkedIn?
Pieter Janssens
Regional Sales Manager
LinkedIn Belgium

44. How can companies leverage their
employees in order to attract
talent? – BOTH! 
Advertise on your employees’ profiles
Let your employees share jobs

45. LinkedIn Confidential ©2013 All Rights Reserved 45

46. LinkedIn Confidential ©2013 All Rights Reserved
Paulina Reizi
Communications Manager
Rhea System S.A.
Edwin de Vries
Enterprise Relationship Manager
LinkedIn Belgium

47. LinkedIn Confidential ©2013 All Rights Reserved
Round Table Deep Dives
Zeno Panhuyzen
Sales Manager, Relationship Management
LinkedIn Benelux

48. #intalent
Deep Dive Subjects
1. Employer Branding: is this only important when we
have open positions?
2. Social Media: an opportunity or waste of time?
3. Talent Pool: inefficient use of time or a goldmine?
4. Followers/communities/groups: a lot to maintain with
small returns?

49. Looking for LinkedIn data about your company or a free copy
of this book in Dutch / English / French ?
wcappendijk@linkedin.com

50. LinkedIn Confidential ©2013 All Rights Reserved
Thank you!
Questions, data, tips LinkedIn Belgium:
wcappendijk@linkedin.com
+31611743355