Students & Graduates on LinkedIn
AGR Conference
July 2014
LinkedIn’s Mission
Connect the world’s professionals to make them more
productive and successful.
LinkedIn provides the environment to bring
all parties together
EMPLOYERS
Find Talent
Attract, target and hire the best
ne...
Help students at every milestone
Choosing a Direction
Apprenticeship or College?
Which universities send
students to the t...
5
Data Brand
6
Data BrandData Brand
7
Data Brand
LinkedIn
LinkedIn provides the platform for leveraging
data and holistic brand engagement
On universities
On courses
On career dest...
Why do Universities want their students on LinkedIn?
To help their students get hired
– Search opportunities and be source...
Driving this growth on LinkedIn
1. Direct to Students
– Resources for using LinkedIn
– Dedicated UK student site and video...
Driving this growth on LinkedIn
2. Through Universities
– Development of relevant tools
e.g. University Pages, Alumni tool...
12
Coaching students
The 3 Pillars of LinkedIn Success
Coaching students
The 3 Pillars of LinkedIn Success
What you knowWh...
Launch of University Pages on LinkedIn
– marrying DATA and BRAND
13
Unparalleled graduate destination data
14
15
Unparalleled graduate destination data
16
Unparalleled graduate destination data
17
Unparalleled graduate destination data
18
Unparalleled graduate destination data
19
Unparalleled graduate destination data
University of Liverpool
20
University of Liverpool
LinkedIn Journey #1
Increasingly aware of the role of social media in
graduate recruitment.
Studen...
University of Liverpool
LinkedIn Journey #2
Autumn 2013: attended session at LinkedIn HQ.
Looked for metrics to measure Li...
What does this mean for Employers?
>> Applying Insights to Marketing decisions
13% of LinkedIn members are students & recent graduates .13% of LinkedIn members are students & recent graduates .
and this is our fastest growing segmentand this is our fastest growing segment
spread around the globespread around the globe
Americas
49%
EMEA
30% APAC
21%
Who are these student members in UK?Who are these student members in UK?
Who are these student members in UK?Who are these student members in UK?
ByCity
Why should you focus on engaging students on LinkedIn?Why should you focus on engaging students on LinkedIn?
Source: Linke...
Where can you engage students on LinkedIn?Where can you engage students on LinkedIn?
Connect &
Communicate
56% Network wit...
52%
48%
46%
43%
41%
39%
37%
36%
36%
33%
Good work/life balance
Good relationship with
Strong career path
Ability to make a...
46%
45%
43%
41%
39%
37%
33%
30%
17%
17%
Strong career path
Good work/life balance
Ability to make an impact
Culture that f...
What do students do on LinkedIn?
34
Isabella establishes her professional identity on LinkedInIsabella establishes her professional identity on LinkedIn
Linke...
The student jobs portal makes it simple for grads to discover jobsThe student jobs portal makes it simple for grads to dis...
What can employers do to engage
students?
37
Isabella
Engineering
BEng, 2014
Mechanical Engineer
National Grid
XYZ Co.
Nuclear Engineer
JOBS YOU MAY BE INTERESTED IN
S...
LinkedIn Confidential ©2013 All Rights Reserved
39
Display specific content targeted at studentsDisplay specific content t...
Net-a-PorterNet-a-Porter
“CheckIn made us look
slicker and matched our
image as a technology driven
business. Post-event w...
Source ahead of time like Trip AdvisorSource ahead of time like Trip Advisor
Start a new FollowingStart a new Following
Raise Awareness of your graduate program with mediaRaise Awareness of your graduate program with media
Targeted
Ads
Manage...
Invite students to apply to your graduate programmeInvite students to apply to your graduate programme
Targeted
InMails
FM...
Start Today!Start Today!
1. Students are twice as likely to view a job on LinkedIn
than a professional. Post your Intern &...
LinkedIn and EY
Andri Stephanou
47
students.linkedin.com/uk
Thank you.
#AGR14 Using LinkedIn to make smart student recruitment decisions part 1
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#AGR14 Using LinkedIn to make smart student recruitment decisions part 1

  1. 1. Students & Graduates on LinkedIn AGR Conference July 2014
  2. 2. LinkedIn’s Mission Connect the world’s professionals to make them more productive and successful.
  3. 3. LinkedIn provides the environment to bring all parties together EMPLOYERS Find Talent Attract, target and hire the best new talent – early! Build Brand Engagement Start early so the best students know your company Streamline Process Improve your reach, efficiency and impact UNIVERSITIES Attract Students Showcase strengths and careers of alumni Alumni Relations Engage alumni for gifts, relations Career Centres Prepare students for successful careers CommunityCareer Identity Insights STUDENTS Find opportunities. Best fit for me. Informed decisions to help me succeed. Parents Find the right fit – and outcomes – for their children Alumni Increase lifetime value of their educations 3
  4. 4. Help students at every milestone Choosing a Direction Apprenticeship or College? Which universities send students to the top law firms? What are my career options if I choose this degree? I didn’t know I could get an internship at IBM! Which companies hire the most marketing graduates? I need intelligence on this specialism and who are the experts? Getting There How have other people got into that job? Who can give me the inside scoop on this university? Am I keeping up my skills with students in my field? Who has internships for people like me? How do I keep in touch with the all the people I’ve met along the way? COLLEGEYEARS Choosing Education or Employment Choosing University Research Postgraduate study? Alumni Network Success at 1st Job Internships Finding 1st Job 4 Creating first digital passport / profile
  5. 5. 5 Data Brand
  6. 6. 6 Data BrandData Brand
  7. 7. 7 Data Brand LinkedIn
  8. 8. LinkedIn provides the platform for leveraging data and holistic brand engagement On universities On courses On career destinations On employers On prospective students / postgrads On career behaviours & trends Universities – Content – Academics – Current students – Alumni Employers – Content – Employees – Jobs 8 Data Brand
  9. 9. Why do Universities want their students on LinkedIn? To help their students get hired – Search opportunities and be sourced by employers – Sell their capabilities and potential – Network for opportunities – Gather intelligence Employability – the university’s brand Tracking – data on graduate destination and career paths Engagement – with students/alumni now and in future 9
  10. 10. Driving this growth on LinkedIn 1. Direct to Students – Resources for using LinkedIn – Dedicated UK student site and videos – Direct marketing via several social media channels 10 students.linkedin.com/uk
  11. 11. Driving this growth on LinkedIn 2. Through Universities – Development of relevant tools e.g. University Pages, Alumni tool – Resource Centre Training materials (university.linkedin.com) – Direct engagement / coaching for influencers Careers Staff Academics 11
  12. 12. 12 Coaching students The 3 Pillars of LinkedIn Success Coaching students The 3 Pillars of LinkedIn Success What you knowWho you knowWho you are LinkedIn tools plus “netiquette”
  13. 13. Launch of University Pages on LinkedIn – marrying DATA and BRAND 13
  14. 14. Unparalleled graduate destination data 14
  15. 15. 15 Unparalleled graduate destination data
  16. 16. 16 Unparalleled graduate destination data
  17. 17. 17 Unparalleled graduate destination data
  18. 18. 18 Unparalleled graduate destination data
  19. 19. 19 Unparalleled graduate destination data
  20. 20. University of Liverpool 20
  21. 21. University of Liverpool LinkedIn Journey #1 Increasingly aware of the role of social media in graduate recruitment. Student surveys highlighted the need for additional help with networking skills. University Access Agreement sets demanding targets for the recruitment and employment of WP students.
  22. 22. University of Liverpool LinkedIn Journey #2 Autumn 2013: attended session at LinkedIn HQ. Looked for metrics to measure LinkedIn engagement. Set benchmarks, from a survey poll x% of our engaged student body has a LinkedIn profile. Invited Charles to present to careers team, students and other University staff, including academics, Alumni, Recruitment, Student Experience team and Corporate Communications. Set up University LinkedIn User Group. Ran student engagement activities, including ‘pop up’ shop and careers fair photo booths. Took professional-standard profile photos and emailed them to students with LinkedIn resources on how to create a strong profile. Introduced 30-min LinkedIn small group practical workshops alongside CV workshops. Escalating number of sessions next semester and very keen to link with employer LinkedIn activity on campus. Also investigating best ways to use LinkedIn vacancy information.
  23. 23. What does this mean for Employers? >> Applying Insights to Marketing decisions
  24. 24. 13% of LinkedIn members are students & recent graduates .13% of LinkedIn members are students & recent graduates .
  25. 25. and this is our fastest growing segmentand this is our fastest growing segment
  26. 26. spread around the globespread around the globe Americas 49% EMEA 30% APAC 21%
  27. 27. Who are these student members in UK?Who are these student members in UK?
  28. 28. Who are these student members in UK?Who are these student members in UK? ByCity
  29. 29. Why should you focus on engaging students on LinkedIn?Why should you focus on engaging students on LinkedIn? Source: LinkedIn Job Seeker Survey May 2013 1,134 respondents of Students in Europe will look for opportunities on LinkedIn
  30. 30. Where can you engage students on LinkedIn?Where can you engage students on LinkedIn? Connect & Communicate 56% Network with others Research People & Companies 74% Learn about what others are doing Professional Insights 70% consume content or contribute to discussions Seek Career Opportunities 21% Actively research job opportunities
  31. 31. 52% 48% 46% 43% 41% 39% 37% 36% 36% 33% Good work/life balance Good relationship with Strong career path Ability to make an impact Culture that fits my Strong employee Challenging work A place I would be Having a good Excellent compensation Students in UK are looking for jobs that will challenge themStudents in UK are looking for jobs that will challenge them Source: LinkedIn Q3 2013 survey of 17,182 European professionals 18-30 vs. 2,006 European students 18-30 What are LinkedIn student members looking for in a job?
  32. 32. 46% 45% 43% 41% 39% 37% 33% 30% 17% 17% Strong career path Good work/life balance Ability to make an impact Culture that fits my personality Strong employee development Challenging work Excellent compensation & Values employee contributions A company with a long-term Flexible working arrangements UK Students UK Professionals Students have different priorities to professionalsStudents have different priorities to professionals What are LinkedIn student members looking for in a job?
  33. 33. What do students do on LinkedIn? 34
  34. 34. Isabella establishes her professional identity on LinkedInIsabella establishes her professional identity on LinkedIn LinkedIn Confidential ©2013 All Rights Reserved 35
  35. 35. The student jobs portal makes it simple for grads to discover jobsThe student jobs portal makes it simple for grads to discover jobs StudentStudent Jobs Portal
  36. 36. What can employers do to engage students? 37
  37. 37. Isabella Engineering BEng, 2014 Mechanical Engineer National Grid XYZ Co. Nuclear Engineer JOBS YOU MAY BE INTERESTED IN Students are twice as likely to engage with a Job on Mobile Amazon XYZ Co. Engineer JOBS YOU MAY BE INTERESTED IN Engineer Pamela Computer Science BEng, 2013 Jobs automatically circulate – auto-matching & active searchesJobs automatically circulate – auto-matching & active searches
  38. 38. LinkedIn Confidential ©2013 All Rights Reserved 39 Display specific content targeted at studentsDisplay specific content targeted at students
  39. 39. Net-a-PorterNet-a-Porter “CheckIn made us look slicker and matched our image as a technology driven business. Post-event we can now pro-actively connect through LinkedIn with the most promising graduates.” Lucy Birchenough, Recruitment Manager Net-a- Porter Group
  40. 40. Source ahead of time like Trip AdvisorSource ahead of time like Trip Advisor
  41. 41. Start a new FollowingStart a new Following
  42. 42. Raise Awareness of your graduate program with mediaRaise Awareness of your graduate program with media Targeted Ads Management Consultancy Client X Goal: Raise Awareness of Graduate Programme to compete with “Big Four” Solution: “Campus Drive” media campaign Results: 575 quality candidates pipelined Targeted InMails
  43. 43. Invite students to apply to your graduate programmeInvite students to apply to your graduate programme Targeted InMails FMCG Client X Goal: Quality over quantity. Pre-select their ideal graduate candidates Solution: “Campus Drive” media campaign Results: 650 qualified candidates registered for graduate program online workshop
  44. 44. Start Today!Start Today! 1. Students are twice as likely to view a job on LinkedIn than a professional. Post your Intern & Grad Jobs for FREE 2. 74% of Students members research people & companies. Make sure you are displaying relevant student content. 3. Request insights from your LinkedIn rep to identify ‘sweet spots.’ Target this audience with high yield marketing.
  45. 45. LinkedIn and EY Andri Stephanou
  46. 46. 47 students.linkedin.com/uk Thank you.

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