In 2013, Nestlé had announced plans to help at least 20,000 people across Europe under the age of 30 find employment by 2016. The “Nestlé in Europe” Youth Employment Initiative was designed to offer jobs and apprenticeships to an unusually high unemployed young demographic which had been stifling Europe's economy. A strategic digital framework including the use of LinkedIn in support of the initiative was prepared. The following slides represent the LinkedIn channel part of the initial framework.

2. In 2013, Nestlé had announced
plans to help at least 20,000 people
across Europe under the age of 30
find employment by 2016.
The “Nestlé in Europe” Youth
Employment Initiative was designed
to offer jobs and apprenticeships to
an unusually high unemployed
young demographic which had been
stifling Europe's economy.
Emakina was asked to provide a
strategic digital framework including
the use of LinkedIn in support of the
initiative.
The following slides represent the
LinkedIn channel part of the initial
framework and which was adopted
in part.

3. STRATEGIC LAYER
q NESTLE S.A. CAREERS PAGE
∆ Continue to leverage the Nestlé S.A. Career Page as the
primary destination for listing and matching job opportunities
for visitors
§ As a Premium Careers Page, automatically display jobs targeted to each
viewer and deliver a custom experience unique to each visitor
§ Customize key messages and premium page content based on a visitor’s
location, industry, job function, and more, to capture the attention of every
potential candidate who visits the Page.
§ Show Nestlé connections based on visitor's own connections
§ Represents the Brand experience as an employee
§ Use employee testimonials as reinforcement to the Brand experience
§ Frequently leverage content from Showcase Page
§ Promote with LI Premium / Ad products
Delivers relevant and
targeted content to
promote the initiative
with active and passive
Job Seekers at scale.
• Premium Career LinkedIn
Page offerings include: a
clickable banner,
customizable rich media
modules, first hand
employee testimonials,
tailored job postings.

4. STRATEGIC LAYER
q BRANDED INITIATIVE PAGE
∆ Create a dedicated Branded Showcase Page for the Job
Initiative as a community destination
§ In addition to the Nestlé S.A. Career Page, put a spotlight on Branding the
Initiative while being able to offer original and curated content specifically
appropriate for youth job seeker audience
§ Encourage active community engagement while promoting a central LI
Community Youth Resource Page for all European use
§ Leverage the unique design attributes of a Showcase Page including a
larger hero image and two-column feed design to highlight the Brand
experience and most relevant content
§ Use a content strategy to reinforce the initiative's goals of being a valued
resource for putting young people to work (event /workshop listings,
career advice and tips, CV and interview preparation)
§ Target and attract a distinct set of Youth followers to the dedicated page
and deliver updates directly into the feeds of followers across mobile,
tablet, and desktop
§ Encourage Nestlé employees participation by periodically providing
recommended content for promoting the initiative across individual
employee profiles to reach secondary networks
§ Promote with LI Premium / Ad products
§ Cross promote across digital (other Nestlé LI profiles, web assets, social,
email)
A Branded Initiative
Showcase Page offers a
community destination for
all active job candidates.
• Manage and categorize
contacts using Tags into geo,
job and resource categories.
• Mine contacts from one
central depository based on
elected filters to circulate job
category news and updates.

5. STRATEGIC LAYER
q SCHEDULED PAGE STATUS UPDATES
∆ Create a content strategy using Page Status Updates as a
powerful way to build relationships with Nestlé followers and
keep the initiative top of mind
§ Build and represent a Brand experience using a varied media mix along
with being a value-add resource for useful Job Search information
§ Focus on sharing relevant and actionable insights specifically as it relates
to a Job Search resource (either Nestle's own job listings or other relevant
content to aid in the candidate's Job Search activity)
§ Leverage all initiative digital assets that are transferrable to the LI platform
(video, webinars, photos, art, workshop presentations)
§ Create customized owned content for specific groups of followers using
LI's profile data
§ Pre-negotiate with regional career counselor influencers contributions to
the content mix
§ Extend Status Update reach by encouraging followers to like, comment,
and share the posts
§ Post regularly with a defined posting schedule using a well organized pre-
planned editorial calendar(s)
§ Keep conversations fresh with different content types
Companies that post an
average of 20 times per
month reach 60% of
their followers with one
or more updates.
• Leverage status update content
across the Company Career
Page, Showcase Page, as well
as the initiative's Managed
Group.
• Cross promote and build traffic
to content across digital (web,
social).

6. STRATEGIC LAYER
q MANAGED OR CUSTOM GROUP
∆ Reinforce the initiative with a branded discussion and
resource forum
§ Steer the conversation with community management (either LI or Nestlé
CM) via available tools and weekly emails to group members
§ Invite and recruit Job Search educational resource influencers (career
coaches) to actively participate
§ Build membership organically and through recruitment using Join Group
Ads and Sponsored InMail Messages
§ Generate valuable earned media, as group members ‘like’ comments and
share discussions with their LinkedIn network as members’ updates are
posted to their 1st degree connections’ homepages in the Network
Update Stream
§ Exclusively promote content and messages in the right-hand rail with
units that support rich media and video
§ Build traffic to the Showcase and Career Pages
Branded Groups provide
a value-add extension to
reinforce the initiative and
the Brand experience
among candidates.
• As a Job Search resource,
discussions and threads can
virtually be anything that may
aid a candidate or job seeker in
their job search activities

7. STRATEGIC LAYER
q MOBILE APPS
∆ Leverage LinkedIn's Mobile Apps / Products and API into a
mobile strategy to reach growing mobile audiences
§ New Mobile Work With Us Ad product reaches passive candidates by
showcasing job openings on Nestlé employee profiles while turning
employees into Brand ambassadors without the need for employee
involvement
§ Other mobile Ad products: Sponsored Jobs, Job Posts & InMail Messages
§ Using LI's API, build a custom Mobile App to analyze a member's LinkedIn
profile and make recommendations based on past experience matched to
open Nestlé job requests by function and location (with mobile apply
capabilities)
§ Feature: Could list and filter open job opportunities by function / location
§ Feature: Could promote and encourage joining the Nestlé Managed Group
or build and drive traffic to Showcase or Career Pages
§ Feature: Could provide Nestlé initiative newsfeed updates
§ Feature Could make recommendations for enhancing the candidate's
profile as an added value-add feature
§ Feature: Could make recommended connections for career advice
counselors
§ Feature: Could provide a calendar for job assistance programs with mobile
registration
33% of All LinkedIn
users visit the site using
smart phones.
• More than 30% of LinkedIn job
views come from mobile only
• Half of members who’ve
applied via mobile for jobs
posted on LinkedIn have never
applied from their desktop

8. STRATEGIC LAYER
q LINKEDIN PREMIUM PRODUCTS
∆ Reinforce and sustain the initiative over the multi-year
period by building a constant stream of greater awareness,
traffic, leads, and engagements among targeted candidates
§ Sponsored Updates: deliver relevant content directly into target
profile feeds
§ Display, Content, Social Ads: wide range of display ad formats
including rich media
§ Sponsored InMails: deliver trusted, attention-grabbing content
directly to members' inboxes with a 60-day exclusivity
§ SlideShare Content: embed presentations, videos and documents
on Career or Showcase Pages
Using a wide range of
premium products will
ensure the Initiative
continues to extend its
reach and remain top of
mind.
• Premium Ad Products reach all
LinkedIn users regardless of
preferred computing platform
(desktop, mobile, tablets) and
via targeted geographies

9. STRATEGIC LAYER
q DIGITAL & SOCIAL INTEGRATION
∆ Leveraging LinkedIn with digital and social integration
provides the mechanism for the initiative to be ever present
across all platforms and channels creating greater reach,
influence and impact
§ Being ever present regardless of where where youth congregate across
digital and social channels ensures higher levels of awareness and
engagements - ultimately positioning the initiative to make a bigger
difference among today's youth
§ Corporate website, country specific websites, social media profiles - all
offer unique opportunities for integration to expand and complement the
initiative's reach and influence
§ Through integration, opportunities likely will be present to leverage
Supplier participation in the initiative through active coordination and/or
inclusion into Nestlé campaigns
Integrating the Initiative
with multiple platforms
and channels offers the
opportunity to spread the
conversation & influence
among a much larger
audience.