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#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why followers are important for your business
Tuesday 22nd July 2014
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 7 years as a recruitment marketing guys
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 Helping recruiters get the most out of LinkedIn
Alex Charraudeau
Media Solutions Consultant
Andrew Linton
Media Solutions Consultant
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Agenda
 How recruitment is changing
 Why build a follower base
 Psychology of following
 How to get followers
 What to do with followers
 5 thing to do today
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
How Recruitment is Changing
THE WORLD IS
CHANGING FAST…
Candidates
More
Connectivity
More
Choice
More
Channels
1980’s 1990’s 2000’s 2010’s
Filing
Cabinet
Companies
Offline
Database
Job
Channels
Social
Media
SOCIAL MEDIA
IS HERE TO STAY, EMBRACING
ITS POWER IS THE KEY
57%
of the decision to ‘buy’
is now made before any
contact with organisation
PROFESSIONALS USE LINKEDIN FOR
3 VALUABLE REASONS
KNOWLEDGE
The definitive professional
publishing platform
NETWORK
We connect the world’s
professionals
IDENTITY
The professional profile
of record
are passive and not
looking to move
80%
60%
of them are open
to opportunity!!
THE BEST RECRUITERS
ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY2
WE RECOMMEND
3 SIMPLE STEPS
BUILD ENGAGE RECRUIT
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why Build a Follower Base
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12
Generate preference for your business
78% of company followers are more likely to respond to an InMail
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13
Get people to do something by sharing jobs / conversion points
71% of members will follow a company for jobs
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 14
Followers are sustainable
64% of followers would follow companies indefinitely
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Psychology of Following
15
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 16
The Psychology
Why we Follow…
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 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
17
The Psychology
Why we Follow…
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
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?
18
Opportunity
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Fear of missing out – Opportunity
 Outside Recruitment
19
 In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Social Proof
 Who else is following?
 How many followers do you have?
20
Numbers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Social Proof – Numbers
 Outside Recruitment
21
 In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Bandwagon effect / Cultural phenomenon
 How long do you have before people loose interest?
 Have they already started following all of your competitors?
22
Speed
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Cultural phenomenon – Speed
 Outside Recruitment
23
 In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why you would Follow a company – Facebook
49%
Support the
brand I like
24
42%
Get a coupon
or discount
41%
Receive
regular
updates
35%
Participate in
contests
31%
Share my
personal
experiences
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why you would Follow a company – Twitter
25
52%
Special offers
44%
New products
/ services
51%
News on the
brand
38%
I am a current
customer
55%
I like the brand
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 26
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Followers on LinkedIn
27
71%
Following
companies for
jobs
68%
News and
Insights
61%
Projects and
iniativies
88%
Would follow a
company
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
How To Get Followers
28
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 29
Generate Followers through word-of-mouth
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 30
Get Followers through being interesting
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 31
Advertising across LinkedIn to your target audience
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 32
Employee Profile Advertising
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 33
Follow on Company Pages
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 34
Follow on Jobs
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 35
Follow Us on the website
www.developer.linkedin.com
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 36
Follow Us on Email
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 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.
37
What does success look like?
Graph of Follower Growth over time
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
What to do with Followers
38
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Talent Landscape
39
0% 20% 40% 60% 80% 100%
Active Passive
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 Job related content
 Interview tips
 Jobs!
41
Create content for both active and passive people
Active Content Passive Content
 Industry content
 News
 Projects
 Events
 Market mapping
 Salary surveys
 Career advice
 Entertainment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 42
“Leaders don't create followers,
they create more leaders.”
- Tom Peters -
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
A member’s journey
43
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
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 44
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%
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
5 Things To Do Today
45
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
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
Social RecruitIn is EMEA’s must attend conference for
Search and Staffing Professionals.
Reserve your place now
http://lnkd.in/socialrecruitin
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

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Importance of Followers on LinkedIn

Editor's Notes

  1. Michael Kors gained nearly 34,000 new followers in the 18 hours following
  2. 80% of the market are not actively seeking new opportunities. Social recruiting and content marketing should be about marketing your brand and engaging with all of the people who may be your clients and candidates today, and tomorrow Make them aware of your services, and opportunities before they want to move. Content marketing is not a quick win. It is the long game. By the way – this is not the last time you will see mention of the 80:20 split. The 80:20 seems to be everywhere in content marketing. If you remember one statistic – remember the 80:20 split!
  3. Unless you start to produce content that is relevant for these different audiences you will not be successful in your content marketing strategy. But what kind of information should you be thinking about when it comes to content for the passive market?...
  4. We all know what active candidates want! Advice about jobs and jobs. Simple! But for passive candidates what is most important? News, information, insight into their industry.
  5. I saw this quote about content marketing and thought it was so apt. Content marketing is something that gets people to come to you instead of you going to them. Marketing with content is like marketing with a magnet instead of a sledgehammer