Building Your Follower Ecosystem

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Building Your Follower Ecosystem & What This Means For You
@alexCharraudeau: Media Solutions Consultant

Alex Charraudeau
 Ex-recruiter
 7 years as a recruitment marketing guy
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 At LinkedIn I help recruiters get the most out of LinkedIn
LinkedIn
@alexCharraudeau
Google+

Agenda
 What is the Value of Followers?
 How to get Followers
 What to do with Followers
 5 things you can do today

Build Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff

Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you
Pick up leads,
make placement
and hire staff

The Value of Followers

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7
Stay top of mind
88% of members would follow a company

Generate preference for your business
78% of company followers are more likely to respond to an InMail

Get people to do something by sharing jobs / conversion points
71% of members will follow a company for jobs

Followers are sustainable
64% of followers would follow companies indefinitely

“When I hear people debate the ROI of
social media it makes me remember why so
many business fail. Most businesses are
not playing the marathon. They're
playing the sprint.”
- Gary Vaynerchuk -

Psychology of Following
12

The Psychology
Why we Follow…

 Fear of missing out
– Fear of missing out (or FOMO) is a form of social anxiety. This is especially
associated with modern technologies such as mobile phones and social
networking services
 Social proof
– Social proof is where people assume the actions of others in an attempt to
reflect correct behavior for a given situation
 Bandwagon effect / Cultural phenomenon
– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends
increases the more that they have already been adopted by others
14
The Psychology
Why we Follow…

The Psychology – Fear of missing out
 Why should they Follow you?
 What are you delivering that will improve their life?
 How can you influence and improve someone’s career?
 What opportunities are you opening someone up to?
15
Opportunity

The Psychology – Fear of missing out – Opportunity
 Outside Recruitment
16
 In recruitment

The Psychology – Social Proof
 Who else is following?
 How many followers do you have?
17
Numbers

The Psychology – Social Proof – Numbers
18
 In recruitment

The Psychology – Bandwagon effect / Cultural phenomenon
 How long do you have before people loose interest?
 Have they already started following all of your competitors?
19
Speed

The Psychology – Cultural phenomenon – Speed
20
 In recruitment

Why you would Follow a company – Facebook
49%
Support the
brand I like
21
42%
Get a coupon
or discount
41%
Receive
regular
updates
35%
Participate in
contests
31%
Share my
personal
experiences

Why you would Follow a company – Twitter
22
52%
Special offers
44%
New products
/ services
51%
News on the
brand
38%
I am a current
customer
55%
I like the brand

Followers on LinkedIn
24
71%
Following
companies for
jobs
68%
News and
Insights
61%
Projects and
iniativies
88%
Would follow a
company

How To Get Followers
25

Generate Followers through word-of-mouth

Get Followers through being interesting

Advertising across LinkedIn to your target audience

Employee Profile Advertising

Follow on Company Pages

Follow on Jobs

Follow Us on the website
www.developer.linkedin.com

Follow Us on Email

 By using a combination
of free technics, jobs and
employee profile
advertising this company
sustained a higher level
of Follower growth.
 The spike in March &
April was due to a short
burst of Follower
advertising.
34
What does success look like?
Graph of Follower Growth over time

What to do with Followers
35

Talent Landscape
36
0% 20% 40% 60% 80% 100%
Active Passive

0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive

 Job related content
 Interview tips
 Jobs!
38
Create content for both active and passive people
Active Content Passive Content
 Industry content
 News
 Projects
 Events
 Market mapping
 Salary surveys
 Career advice
 Entertainment

“Leaders don't create
followers, they create more
leaders.”
- Tom Peters -

A member’s journey
40
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
before

The Content Marketing Masterclass
For more information find slides here:
http://www.slideshare.net/LinkedInRecruitmentFirms/content-
marketing-masterclass-35829911
What content is your target interested in?
“Do not address your
readers as though you
are addressing a
stadium.
When people read
your copy, they are
alone.
Pretend you are
writing to each one of
them a letter.” IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBC
0% 50% 100%

5 Things To Do Today
42

5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve

Building Your Follower Ecosystem

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