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Right story, right talent:
Building a personalised candidate
experience
with the new LinkedIn Career Pages
Wendy Herdman
Customer Success Manager
LinkedIn Talent Solutions
Natasha Stoekel
Talent Brand Consultant
LinkedIn Talent S...
Agenda
Practical approaches to content development, employee engagement and social
leadership
Q&A
A simple framework to de...
of talent leaders agree
that employer brand
has a significant impact
on their ability to hire
great talent
While leaders u...
60%
of the decision process
is complete prior to any
interaction with your
business
Of candidates say that
#1 roadblock to
applying for a role is not
knowing what it’s like to
work at your company
Ahead of ...
1. Define your
audience
2. Develop a
plan
3. Execute with
excellence
4. Measure and
report success
Get to know the
talent ...
1. Define Your Audience
1
What talent / skills do you need to fulfil
your business priorities?
● Growth
● New markets
● New technologies
● Innovatio...
Define your target talent more specifically
11
Use insights from different
sources for your personas
Lives in
Sydney
Mechanical Engineer Heavy mobile
and iPad user
John Baker
LinkedIn
connections
Member of groups
about indu...
1
Make it easy for John to find you...
Content relevancy drives engagement with ‘John’
Trek features
company leaders
and content that is
relevant to two of
their...
Enable ‘John’ to discover other careers with you
1
2. Develop A Plan
Make sure your employer brand is front of mind
Leverage internal stakeholders for content
Feature inspiring
company leaders;
allow talent to get to know
them before they...
Build a social content calendar for all channels
Harness your employees as essential advocates
Source: 2016 Edelman Global Trust Barometer
Most trusted spokesperson to com...
Employee Photos
Feature up to 20
real photos from
your employees,
Employee Articles
Add a link, easily
search for any post...
1
3. Execute With Excellence
2
Challenge: Transform a traditional company & legacy
employer brand in digital & social media
Solution: Highlight the faces...
Challenge: Create a unified employer brand that
attracts qualified talent to serve World Vision’s mission
Solution: Tell a...
Challenge: The only barrier to growth for Nova Systems
is finding the right people and qualifying not only
technical capab...
Award-winning candidate journeys
#engineeredHERway
Humanising your brand with employee stories
12
4. Measure And Report Success
2
Metric 1
Reach
Metric 2
Engagement
Metric 3
Talent
Communities
Metric 4
Applicants
Four simple metrics for your talent bra...
Benchmark against your competitors
Competitor A: best in class
Competitor B: major talent competitor
Competitor C: major t...
Measure visitor growth and frequency;
understand the demographics of talent
you attract
Gain competitive insight, includin...
32Confidential, LinkedIn
2
Company Talent Flows
2
Use real-time analytics about your talent competitors
33Confidential, LinkedIn
1. Profile your target talent - understand their mindset
2. Map out your key stakeholders, resour...
34Confidential, LinkedIn
Questions?
Learn more:
lnkd.in/newcareerpages
Check out examples of companies who are
doing it ri...
©2014 LinkedIn Corporation. All Rights
Reserved.
©2014 LinkedIn Corporation. All Rights
Reserved.
Use insights from different sources for your personas
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LinkedIn Customer Webcast: Building a personalised candidate experience

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LinkedIn Customer Webcast: Building a personalised candidate experience

  1. 1. Right story, right talent: Building a personalised candidate experience with the new LinkedIn Career Pages
  2. 2. Wendy Herdman Customer Success Manager LinkedIn Talent Solutions Natasha Stoekel Talent Brand Consultant LinkedIn Talent Solutions
  3. 3. Agenda Practical approaches to content development, employee engagement and social leadership Q&A A simple framework to deliver a more personalised candidate experience - Audience, Plan, Execute & Measure 1 2 3 4 Share examples of customers executing with excellence
  4. 4. of talent leaders agree that employer brand has a significant impact on their ability to hire great talent While leaders under-invest in employer branding, they do appreciate its impact 82% 4
  5. 5. 60% of the decision process is complete prior to any interaction with your business
  6. 6. Of candidates say that #1 roadblock to applying for a role is not knowing what it’s like to work at your company Ahead of salary.. The biggest roadblock to candidates changing jobs is lack of information 49% 6
  7. 7. 1. Define your audience 2. Develop a plan 3. Execute with excellence 4. Measure and report success Get to know the talent you care about Invest time upfront outlining your strategy Use metrics to report on progress against your goals Learn from what great looks like 4 steps to a more personalised candidate experience
  8. 8. 1. Define Your Audience 1
  9. 9. What talent / skills do you need to fulfil your business priorities? ● Growth ● New markets ● New technologies ● Innovation ● Cost efficiencies Identify the talent you need and assess the market
  10. 10. Define your target talent more specifically
  11. 11. 11 Use insights from different sources for your personas
  12. 12. Lives in Sydney Mechanical Engineer Heavy mobile and iPad user John Baker LinkedIn connections Member of groups about industrial design and leadership Shares updates daily on LinkedIn on technology
  13. 13. 1 Make it easy for John to find you...
  14. 14. Content relevancy drives engagement with ‘John’ Trek features company leaders and content that is relevant to two of their most important talent segments: Engineering and IT Viewers automatically see the most relevant audience view, based on their profiles
  15. 15. Enable ‘John’ to discover other careers with you
  16. 16. 1 2. Develop A Plan
  17. 17. Make sure your employer brand is front of mind
  18. 18. Leverage internal stakeholders for content Feature inspiring company leaders; allow talent to get to know them before they join Feature videos, images, slideshows highlighting your company culture, people, mission Catch top talent’s eye with a standout image or video telling your company story Share employee-created photos and blog posts that tell an authentic story, while allowing you to control your message
  19. 19. Build a social content calendar for all channels
  20. 20. Harness your employees as essential advocates Source: 2016 Edelman Global Trust Barometer Most trusted spokesperson to communicate each topic
  21. 21. Employee Photos Feature up to 20 real photos from your employees, Employee Articles Add a link, easily search for any post, or select from a curated list of employee testimonials Life tab: fully customisable page Tell an authentic story via your employees & leaders Feature up to 4 company leaders; members can visit their profiles to learn more about their experience
  22. 22. 1 3. Execute With Excellence 2
  23. 23. Challenge: Transform a traditional company & legacy employer brand in digital & social media Solution: Highlight the faces behind the company on their LinkedIn Career Pages: ● Use custom modules to share videos, images and blog posts that tell authentic employees stories Results: 47% increase in page views/person 75% increase in job views Shangri-La Hotels and Resorts Bringing a legacy company up to speed
  24. 24. Challenge: Create a unified employer brand that attracts qualified talent to serve World Vision’s mission Solution: Tell an authentic story with LinkedIn Career Pages that reaches and drives quality applicants: ● Use targeted audience views for hard-to-fill roles with specific photos, messaging and articles Results: 62% increase in pageviews/person 642% increase in job views World Vision A global nonprofit under a single employer brand
  25. 25. Challenge: The only barrier to growth for Nova Systems is finding the right people and qualifying not only technical capabilities but the right culture fit. Solution: Ensure candidates can quickly conceptualise the workplace, type of projects and teams they would be working with through their new LinkedIn Career Pages and traffic drivers. Results: 10% increase in page views/person 93% increase in job views Nova Systems Hiring the right culture fit, every time
  26. 26. Award-winning candidate journeys #engineeredHERway
  27. 27. Humanising your brand with employee stories
  28. 28. 12 4. Measure And Report Success 2
  29. 29. Metric 1 Reach Metric 2 Engagement Metric 3 Talent Communities Metric 4 Applicants Four simple metrics for your talent brand Impressions Likes, shares, comments Followers, talent pipelines InMail acceptance rate, applications
  30. 30. Benchmark against your competitors Competitor A: best in class Competitor B: major talent competitor Competitor C: major talent competitor Competitor D: similar size & industry Competitor E: similar size & industry Talent Brand Index Follower Comparison Market Surveys
  31. 31. Measure visitor growth and frequency; understand the demographics of talent you attract Gain competitive insight, including Talent Flows Measure impact on job engagement and pipeline 31 Access real-time analytics about your brand & pipeline
  32. 32. 32Confidential, LinkedIn 2 Company Talent Flows 2 Use real-time analytics about your talent competitors
  33. 33. 33Confidential, LinkedIn 1. Profile your target talent - understand their mindset 2. Map out your key stakeholders, resources and quick wins 3. Research those doing this well and be inspired 4. Actively track and report on success through real-time analytics Key takeaways 1 2 3 4
  34. 34. 34Confidential, LinkedIn Questions? Learn more: lnkd.in/newcareerpages Check out examples of companies who are doing it right: lnkd.in/LCPlookbook
  35. 35. ©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
  36. 36. Use insights from different sources for your personas

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