Atrae a los mejores estudiantes a través de LinkedIn
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Presentación del 19 de Noviembre. Ponente: Raúl Suárez. Título: Atrae a los mejores estudiantes
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Atrae a los mejores estudiantes a través de LinkedIn
- 1. Atrae a los mejores estudiantes a través de LinkedIn Noviembre 2014
- 2. AGENDA Durante los próximos 35 minutos aproximadamente veremos las siguientes cuestiones: Ofreceremos consejos sobre cómo enfocar proactivamente el reclutamiento de estudiantes y recién graduados. Como conseguir atraer a dichos estudiantes utilizando tanto herramientas gratuitas como de pago en LinkedIn Compartiremos mejores prácticas en la construcción de una marca empleadora fuerte que consiga llegar a las próximas generaciones de profesionales. LinkedIn Confidential ©2013 All Rights Reserved
- 3. Estudiantes & Recién Graduados en LinkedIn 3
- 4. ESTUDIANTES & RECIÉN GRADUADOS 30,000,000+ La comunidad con mayor crecimiento y más activa en LinkedIn “Nuestro departamento de carreras está totalmente comprometido con promover LinkedIn como una parte esencial del camino que el estudiante ha de seguir para su desarrollo profesional.” Leading UK University “35% de los estudiantes planea utilizar LinkedIn como fuente principal a la hora de encontrar un primer empleo, este porcentaje es 700% más alto que hace dos años” ( Estudio realizado por Achievers 2012) LinkedIn Confidential ©2013 All Rights Reserved 4
- 5. LinkedIn entiende el reclutamiento en universidades como un ecosistema de tres partes Estudiantes Univesidades Empleadores LinkedIn Confidential ©2013 All Rights Reserved 5
- 6. Os presentamos el nuevo LinkedIn Education Portal www.linkedin.com/edu LinkedIn Confidential ©2013 All Rights Reserved 6
- 8. LinkedIn Confidential ©2013 All Rights Reserved 8 Fuente: Mónica Quintana - BlueRecruiting
- 9. LinkedIn Confidential ©2013 All Rights Reserved Fuente: Mónica Quintana - BlueRecruiting 9
- 10. LinkedIn Confidential ©2013 All Rights Reserved Fuente: Mónica Quintana - BlueRecruiting 10
- 11. Fuente: Mónica Quintana - BlueRecruiting 11
- 12. La nueva generación “C” Te presentamos a Carmen Rapidez. Participación. Online LinkedIn Confidential ©2013 All Rights Reserved 12 Contenido
- 13. Camen quiere crear su identidad profesional en LinkedIn LinkedIn Confidential ©2013 All Rights Reserved 13
- 14. LinkedIn Confidential ©2013 All Rights Reserved 14 Además hace sus deberes e investiga sobre Universidades y Escuelas de prestigio Nuevas páginas para Universidades!
- 15. Conecta con compañeros, profesores y mentores Herramienta Alumni Grupos LinkedIn Confidential ©2013 All Rights Reserved 15
- 16. También hace sus deberes y busca información www.linkedin.com/studentjobs LinkedIn Confidential ©2013 All Rights Reserved 16 Portal de empleo para estudiantes de empleos y empresas Empleo también en Móviles Páginas de Empresa
- 17. Student Recruiting = Social Recruiting Búsqueda Mejores compañías & Oportunidades Conectar Offline y online Interactúan Con antiguos alumnos & Técnicos de RRHH REPLY Los estudiantes son los miembros más activos en LinkedIn LinkedIn Confidential ©2013 All Rights Reserved 17
- 18. Empleadores 18
- 19. 3 maneras en las que LinkedIn apoya vuestros esfuerzos en la atracción del talento 1. Construye una marca empleadora Establece tu presencia en LinkedIn 2. Consigue atraer el talento adecuado Con el contenido relevante dirigido a las personas relevantes 3. Aprovecha las nuevas tecnologías Mejora tu marca y recluta de manera más eficiente LinkedIn Confidential ©2013 All Rights Reserved 19
- 20. 1. Construye tu marca empleadora Muestra tu cultura corporativa en tu página de carrersa e incorpora contenido específico dirigidos a los estudiantes LinkedIn Confidential ©2013 All Rights Reserved 20
- 21. 2. Consigue atraer el talento adecuado Genera conciencia de tu marca empleadora a través de los Jobs publicados JOBS YOU MAY BE INTERESTED IN Nuclear Engineer XYZ Co. Mechanical Engineer National Grid Carmen Ingeniera Informática BEng, 2014 JOBS YOU MAY BE INTERESTED IN Engineer XYZ Co. Engineer Amazon Pamela Grado en Psicología BEng, 2013 La probabilidad de que un estudiante aplique a una oferta a través de móvil es el doble que a través cualquier otra plataforma LinkedIn Confidential ©2013 All Rights Reserved 21 Hay ofertas de empleo especiales para Estudiantes
- 22. 2. Consigue atraer el talento adecuado Promociona noticias, puestos de trabajo o eventos al mercado objetivo, los estudiantes LinkedIn Confidential ©2013 All Rights Reserved 22 InMails Actualizaciones You’re Invited! LinkedIn is coming to campus Thursday, March 20th Register Anuncios
- 23. 2. Consigue atraer el talento adecuado Construye tu pool de talento a través de Grupos PICTURE YOURSELF AT xyzCo Isabella Thompson Engineer at xyzCo XYZ Co. – UK Engineering Careers Los estudiantes son los miembros más activos en cualquier grupo LinkedIn Confidential ©2013 All Rights Reserved 23 XYZ
- 24. 3. Aprovecha las nuevas tecnologías Atraer el talento deseado es siempre complicado en los eventos y Ferias de empleo Recoger los CV en papel/ intereses es siempre complicado El exceso de demanda hace que puedas perder leads Poca visibilidad de la eficacia que haya tenido el evento LinkedIn Confidential ©2013 All Rights Reserved 24
- 25. 3. Aprovecha las posibilidades de LinkedIn para ser más eficiente en estos eventos Te presentamos LinkedIn CheckIn!! Connect your offline interactions with an online network Consigue una fotografía de la efectividad de tus eventos gestionando las candidaturas de los estudiantes en LinkedIn Recruiter. Simple. Móvil. Datos. LinkedIn Confidential ©2013 All Rights Reserved 25
- 27. 1. Creación del formulario y gestión del evento LinkedIn Confidential ©2013 All Rights Reserved 27
- 28. Event Creation Flow 6/14 LinkedIn Confidential ©2013 All Rights Reserved 28
- 29. LinkedIn Confidential ©2013 All Rights Reserved 29
- 30. Define los detalles que te permitirán a posteriori gestionar todos los perfiles inscritos LinkedIn Confidential ©2013 All Rights Reserved 30
- 31. LinkedIn Confidential ©2013 All Rights Reserved 31
- 32. 2. Desde el punto de vista del candidato LinkedIn Confidential ©2013 All Rights Reserved 32
- 33. Student Flow 2/5 The data you submit here will be stored by Virgin and LinkedIn. LinkedIn Confidential ©2013 All Rights Reserved 33
- 34. Student Flow 4/5 LinkedIn Confidential ©2013 All Rights Reserved 34
- 35. Student Flow 4/5 LinkedIn Confidential ©2013 All Rights Reserved 35
- 36. Student Flow 4/5 LinkedIn Confidential ©2013 All Rights Reserved 36
- 37. ¿Estás preparado para reclutar los mejores talentos de la nueva generación? LinkedIn Confidential ©2013 All Rights Reserved 37
- 38. No olvides estos 3 consejos: Desarrolla una fuerte marca de empleador que se dirija a tu audiencia objetivo. Aumenta la eficiencia en los eventos en Universidades y centros con Linkedin CheckIn Haz crecer tu pool de candidatos – realiza un seguimiento y atrae estudiantes y recién graduados mientras ellos avanzan en su carrera LinkedIn Confidential ©2013 All Rights Reserved 38
- 39. ¡Muchas gracias! LinkedIn Confidential ©2013 All Rights Reserved 39
Editor's Notes
- ¿Por qué LinkedIn se está concentrando en este último año en el sector universitario? Es porque cada vez hay más estudiantes que se unen a la red de LinkedIn, de modo que se ha convertido en un importante sector dentro de la red. A día de hoy hay más de 30 millones de estudiantes y recién graduados a nivel global, y es la audiencia que más está creciendo y el que más involucrado está. Y no somos los únicos que vemos estas estadsticas, según un estudio comparado con hace dos años, el número de estudiantes que utilizan LinkedIn para encontrar empleo se ha incrementado en un 700% No solo en US, europa supone un 20% Porqué los estudiantes y recién graduados se están uniendo a linkedin? Saben que es el lugar donde están las empresas, además es donde pueden hacer networking para obtener información sobre cómo orientar su carrera Survey: http://www.achievers.com/resources/whitepaper/class-2012-understanding-needs-your-future-workforce
- Vemos el reclutamiento universitario como un ecosistema de tres partes y en LinkedIn, contamos con equipos y estrategias para dar servicio a cada una de estas partes. Para los estudiantes, LinkedIn les permita conectar, adquirir conocimientos y encontrar sus trayectorias profesionales. Para las universidades de todo el mundo, les ayudamos a lograr su meta principal, que es ni más ni menos que sus estudiantes tengan éxito profesional. LinkedIn ha llegado un acuerdo con 23.000 universidades de todo el mundo y recientemente hemos lanzado Páginas de Universidad. Al igual que en páginas de empresas, en las Páginas Universidad estan vinculadas a todos los alumnos y ex alumnos de esa universidad y permite por tanto generar y trabajar su propia marca en el mercado. Es un gran lugar para los estudiantes, las universidades y los empleadores a colaborar y tener discusiones abiertas sobre temas clave como ferias de empleo. ¿Para los empleadores, aprovechamos los datos de LinkedIn para ayudarle de manera eficiente atraer, desplegar, y contrata a la gente adecuada. Todas las 3 partes tienen que trabajar juntos - Los estudiantes quieren que la universidad correspondiente y el contenido de empleador, para tener la oportunidad de participar, aprender y tomar decisiones informadas. Los empleadores quieren ver el talento, el mensaje correcto a las personas adecuadas, mejorar su marca y contratar eficientemente.
- All 3 sides need to work together – and this month we also launched the new Education Portal, designed to provide resources, training and insight to the different members of this ecosystem – for universities yes. But also for prospective students looking at selecting a University and Course - and Current Students looking for career and employer insights (for internships, placements, graduate roles). Students want to see relevant University and Employer content, to have the opportunity to engage, learn and make informed decisions. Employers want to see talent, target the right messages to the right people, enhance their brand, and hire efficiently. I encourage all parties to go and explore this Portal.
- Right, before we talk about best practices, let’s understand what students are doing on LinkedIn
- Script: Today we have a new generation of students, that we like to call Gen “C” - C stands for Content. As you’d expect this audience is very tech-savvy; digital natives - social is their native habitat. They grew up using Social Networks; they primarily use LinkedIn to research companies, explore trends, and get inside scoop on careers from classmates, friends & family. Students, by definition, are active candidates. They are looking for a job and if the information is out there, they will find it. Their behaviors are very different from passive candidates. This generation is quick, connected and engaged.
- Script: Today we have a new generation of students, that we like to call Gen “C” - C stands for Content. As you’d expect this audience is very tech-savvy; digital natives - social is their native habitat. They grew up using Social Networks; they primarily use LinkedIn to research companies, explore trends, and get inside scoop on careers from classmates, friends & family. Students, by definition, are active candidates. They are looking for a job and if the information is out there, they will find it. Their behaviors are very different from passive candidates. This generation is quick, connected and engaged.
- Script: Today we have a new generation of students, that we like to call Gen “C” - C stands for Content. As you’d expect this audience is very tech-savvy; digital natives - social is their native habitat. They grew up using Social Networks; they primarily use LinkedIn to research companies, explore trends, and get inside scoop on careers from classmates, friends & family. Students, by definition, are active candidates. They are looking for a job and if the information is out there, they will find it. Their behaviors are very different from passive candidates. This generation is quick, connected and engaged.
- Script: Today we have a new generation of students, that we like to call Gen “C” - C stands for Content. As you’d expect this audience is very tech-savvy; digital natives - social is their native habitat. They grew up using Social Networks; they primarily use LinkedIn to research companies, explore trends, and get inside scoop on careers from classmates, friends & family. Students, by definition, are active candidates. They are looking for a job and if the information is out there, they will find it. Their behaviors are very different from passive candidates. This generation is quick, connected and engaged.
- Script: Today we have a new generation of students, that we like to call Gen “C” - C stands for Content. As you’d expect this audience is very tech-savvy; digital natives - social is their native habitat. They grew up using Social Networks; they primarily use LinkedIn to research companies, explore trends, and get inside scoop on careers from classmates, friends & family. Students, by definition, are active candidates. They are looking for a job and if the information is out there, they will find it. Their behaviors are very different from passive candidates. This generation is quick, connected and engaged.
- Script: First order of business is to establish an identity. The LinkedIn profile was previously a basic “title and company” form. This profile didn’t work for this new “Generation C” where content matters. So we’ve evolved it. The LinkedIn profile now enables students to express their creativity; your profile is not just a digital CV – where you can add rich media content such as videos, Slideshare presentations, links, PDFs, photos, portfolios etc – anything to make you stand out from the crowd and demonstrate your achievements and your potential. They can enter information about their education such as test scores, schools / colleges / universities, degree of study as well as rich media content. Many of these facets are now searchable and targetable to help Employers find and reach out to the right candidate. Students can now create rich profiles even without full-on work experience.
- Script: After establishing an identity on LinkedIn, students now have access to the new University Pages we mentioned earlier. Already 1,500 universities have activated their new pages this month, sharing rich media content, and relevant stories/news/resources through targeted status updates, links to relevant Groups, and connections into Alumni. These are set to become the primary resource for researching universities, courses and careers options. We also envisage there being future opportunities for Employers to engage in these spaces.
- Script: Talking of Alumni, Students will look to connect with peers, professors and mentors to learn more about career opportunities. We have 238M members on LinkedIn. We know where they went to university, what they studied, where they worked and where they are now. We want to surface this information to students and help them leverage it in their quest for a career. You may not have heard of the School Alumni tool – but those who have will know it is an extremely useful tool – not just for students but also for Universities and Employers. We built this solution to help students discover their career path. In this instance, pretending to be Isabella, a current student at University of Durham. I went to the University Alumni tool and through filters found who went to University of Durham and has experience in Finance – Risk Management… what field they studied, what are their top skills. The tool also gives students a list of alumni from their school in their network. These are your brand ambassadors. Students will 1>reach out to alumni for advice and counsel, 2> leverage the networks of their parents, family, friends, and mentors to get a head start on their career planning, and 3> stay connected and establish lifelong relationships with alumni. We are promoting the School Alumni tool on the homepage of students. The Alumni tool is also a useful resource for Employers to research Universities they might partner with, or to target Second Jobbers from target universities who joined competitors. Also students are some of the most engaged members on Groups. Why? They want to get the inside-scoop on their careers and join the experts to get valuable mentorship. The Intel Student Lounge is a very popular group, demonstrating how an organisation can effectively engage with their target audience.
- Script: Finally, students are proactively doing their homework to find the best career opportunities. We’ve built a Student Jobs Portal, giving students a one-stop-shop to see all internship and graduate entry-level positions that are right for them. Do you have your students jobs on LinkedIn? Students are power users of LinkedIn. They over-index on all sort of engagement metrics compared to our average member. They are actively researching company information on career pages and are access jobs via the portal but also on their mobile phones. Did you know LinkedIn jobs now appear on mobile? And that they can apply to these jobs with from their mobile?
- Script: Student recruiting has turned into social recruiting - where students will research for the best opportunities, connect offline as well as online, and engage with alumni & recruiters to help them focus and achieve their career goals.
- So what does that mean for Employers who want to talk to Isabella and her friends…?
- Script: LinkedIn helps you amplify your university recruiting efforts in 3 ways: Build your brand on LinkedIn, engage with the right student with the right content, and leverage latest technologies to help you own the candidate experience and recruit more efficiently. Our goal is to help you converge your two worlds by connecting your offline efforts with scalable online strategies.
- Script: Once you’ve defined your brand, you want to showcase it in places that students will go to look for information. We highly recommend that you expand the content on your career page to include information relevant to students, since a lot of students are coming to company pages to learn more about what it’s like working at your company.
- Script: After you build your brand, you want to engage with the right students using the right content. Students are increasingly coming to LinkedIn to find career opportunities, and we are making it easier than before to do so. In addition to the Student Jobs Portal that we discussed earlier, we have also included education facets into our Jobs Recommendation engine (such as field of study, graduation dates and degree) so that the right job is targeted to the right student. We have also placed our jobs on mobile where we see a tremendous amount of activity from students. You must have all of your student jobs on LinkedIn, they allow you to have your seat at the table when students are evaluating career opportunities. STUDENT JOBS ARE CURRENTLY FREE.
- Position: products exist today, tailoring to students Targeting capabilities: Status Update – no student targeting Career Page – no student targeting Ads – school, degree, graduation dates Talent Direct – school, degree, field of study, graduation dates
- Script: Students are the most engaged group members on LinkedIn. They want to join the experts and participate in communities important to them. It’s an opportunity for you to brand your company as a “thought-leader” in helping students find their dream job. You can own the ad space on the group or build a fully customized group. List your campus events, guide students to your application flow, gain insights on what students care about by engaging in an open discussion. Students will join and participate. They’ll be looking to include modules for competitions, events, countdown clocks, photos, more video, more flexible content modules to do things like hints and tips for resumes, 60 second interviews around why join etc.
- Now let’s talk about another important part of Student engagement and recruitment – those on-campus events. They’ve been running for years and still represent a great way to raise your profile and engage large numbers of potential hires who have not yet determined what they want to do - nor where they want to do it. But we all know that they can be extremely hard work…
- So now we’d like to introduce a brand new tool to help you optimise your campus events effectiveness – LinkedIn CheckIn – CheckIn allows you to create a campus event interface where students / prospects can quickly and easily register their interest in your career opportunities. These 3 words neatly sum up what we have sought to deliver - SIMPLE. MOBILE. DATA-DRIVEN. Simple – for employer to set up and manage, for the candidate to use Mobile – works across all platforms and web browsers – could be using a tablet at a campus fair, or providing a link on your website, QR code, flyers – for students to register themselves on their own mobile device Data-driven – quickly and easily capturing the information about all your registrations in one place on LinkedIn – so you can quickly analyse the results of your events, your ROI. And build talent pools for long-term engagement – such as building relationships with First Years as they progress through University; or keeping tabs on Graduates that go to work at your competitors – but remain quality targeted hires.
- So let’s take a quick look at how CheckIn works…
- Firstly, how can you set up a new event?
- The CheckIn tool sits in the LinkedIn back-office Recruiter platform. Setting up a new Event is quick and easy. 1. Select your Company and Logo 2. Select your brand theme colour 3. Customize the welcome message (keep simple)
- Set up Areas of Interest. Candidates will have the option to select one or more – you will then be able to target communications to the relevant prospects – e.g. Finance
- Now some back office details to help with tracking and filtering – such as the University, project folders, and Tags to aid in developing and engaging specific talent / skill pools
- So here is our CheckIn dashboard now that we have created and run some events… Pending forms = those events we have set-up but not yet gone live Active forms = those events that are live right now Form Archive = those events that have run previously and are now closed We can see how many credits are left (44 top right) – and we can go into one of the Active Events to examine performance and registrations etc….We can do this in real time whilst the event is running, or afterwards.
- Typically it takes less than 5 minutes to set up a new event. You can also duplicate existing events and configure specific details rather than starting from scratch. In creating an event you have actually created a Registration Microsite – the system generates a URL (web address) that you and your team can use across multiple devices.
- Here we see the user interface we just set-up. The prospect can enter name and email address (phone number optional) – and click through to the next screen…
- So here – let’s call it scenario 1 - LinkedIn has taken my details and matched me to my LI profile. A 2nd scenario might be that LinkedIn has suggested a couple of profiles – but they are not me – maybe I have an alternative email address I used with my profile, so I can change that And the 3rd scenario – that I don’t have a LinkedIn profile (YET) – I can click this button and still proceed with checking in.
- So I may have successfully matched to my profile, or I may not have a profile – both are acceptable and both direct me to proceed to this Interest Areas screen – which we configured earlier. I can select one or more areas of interest and proceed….
- And I’m done – I have completed my registration. So where the registrant has no LinkedIn profile – we will still collect name, email, the event, areas of interest – we will just not have the profile. Of course, for those who have matched to their existing LinkedIn profile we will have a whole host of information to help our screening, networking and engagement.
- In Summary….
- Thank you. OK we have the chance for some Q&A– Amy, do we have any questions coming through? Well thank you everyone for joining, we hope it has been useful and informative. If you are interested in following up on any of these graduate hiring solutions, please talk to your LinkedIn contact – or if you do not have one then….