Ollie Sharpe - LinkedIn - September 26th
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LinkedIn has over 238 million members globally and is becoming increasingly important for recruitment as 93% of recruiters use or plan to use LinkedIn for finding and engaging talent. LinkedIn offers tools for professionals to establish their personal brand, companies to engage followers and job seekers, and recruiters to source both active and passive candidates. LinkedIn also provides solutions to help companies hire, sell to clients, and market to professionals through an enterprise sales package.
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Ollie Sharpe - LinkedIn - September 26th
- 1. LinkedIn and the changing face of Recruitment Ollie Sharpe UK Sales Manager LinkedIn
- 3. #SourceIn SourceIn London Connect the world’s professionals to make them more productive and successful
- 5. Why members come to LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved. 5 Everywhere Work wherever our members work Insights Be great at what you do Identity Connect, find, and be found
- 6. #SourceIn SourceIn London Insights: Influencers
- 7. #SourceIn SourceIn London Everywhere: Apply for a Job on Mobile 7
- 9. 238m+ Registered members as of Sept 2013 3M + 21M+ India 8M + Canada 84M+ USA 13M+ Brazil 42M+ APAC M+ 200+ Countries and territories 65% Of LinkedIn members are outside of the US LinkedIn’s global footprint is expanding: EMEA 74M+ UAE 1M+ 3M+ DACH 5M+ Italy 5M+ France 5M+ Spain 4M+ NL 13M+ UK 1M + Sweden
- 11. #SourceIn SourceIn London 11 21% 15% 44% 20% Active Sending out resumes and actively looking for a new position. Tiptoer Thinking about changing jobs and reaching out to close associates. Explorer Not looking for a job but willing to discuss a new opportunity with recruiters. Super Passive Happily employed and not interested in a new opportunity. Together known as Approachable.
- 12. #SourceIn SourceIn London There are fundamental differences between active and passive candidates Active Candidate - Ready to apply online - Searching for opportunities - Responds quickly - Accepts best job offered now Active Candidate - Ready to apply online - Searching for opportunities - Responds quickly - Accepts best job offered now Passive Candidates - Do not have a current CV - May listen to opportunities - Seek additional information - Will move for the right job Passive Candidates - Do not have a current CV - May listen to opportunities - Seek additional information - Will move for the right job
- 14. The Social Web ©2013 LinkedIn 14 Social networking has changed the behavior of online users. Changes the way users - Process information - Make buying decisions - Look for employment People expect information to be relevant and personalised.
- 15. #SourceIn SourceIn London 15 93%of recruiters use or plan to use LinkedIn for recruiting Source: Jobvite 2012 Social Recruiting Survey.
- 16. #SourceIn SourceIn London Your biggest concern today? 16 Source: LinkedIn Recruitment Trends survey, 2013. “there’s not a lot of quality talent.”
- 17. #SourceIn SourceIn London Your biggest concern today? 17 Source: LinkedIn Recruitment Trends survey, 2013. “a lot of competition.” Ian Mullen Marketing Manager, Emerald Technology
- 18. #SourceIn SourceIn London Your biggest concern today? 18 “establishing my firm as a trusted partner.” Alison Recordon Business Improvement Manager, Impellam
- 19. Relationships
- 20. #SourceIn SourceIn London What you can be doing for free
- 21. #SourceIn SourceIn London Identity: build personal, professional brand Skills & Expertise Thought Leading Updates Summary and Experience Your visual identity and headline Groups & Associations Recommendations 1. Photo 2. Headline 3. Updates 4. Summary 1. Photo 2. Headline 3. Updates 4. Summary
- 22. #SourceIn SourceIn London Use your network to add insights to your workflow ©2012 LinkedIn 22 Outlook Integration Email Signature Google Toolbar Mac Search Widget
- 23. #SourceIn SourceIn London Insights: share and learn knowledge ©2013 LinkedIn 23 Relevant, recommended news Relevant, recommended news Engaging, informative insights Engaging, informative insights LinkedIn Today Thought-leadership
- 25. Why are followers important.. of members are more likely to share information as a result of following a company61% 3x more likely to apply for jobs posted by companies they follow 78% more likely to accept an approach 6x more likely to view your Careers Page
- 26. Build a community: Engage, analyze, optimize 26 Analyze & Optimize Engage Followers: Post Updates Build Community: Acquire Followers Establish company and profile Presence: Develop Branding Assets xyzCo xyzCo Ed Franklin Grow Your Career by Following: XYZ.CO Cecile, get thelatestonXYZ.CO Jobs, News &more! XYZ.CO Grow Your Career by Following: XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! XYZ.CO
- 27. 22 Engage and build relationships Deliver regular updates to your followers’ network update streams 11 33
- 28. Measure your impact Detailed follower analytics Track company update engagement metrics Segment followers on targetable dimensions Track new follower acquisition
- 29. Insights for Updates 1 LinkedIn Follower Report, US, January 2012 2 LinkedIn internal data, global, January 2012
- 30. South Africa: 1.75mio members + 1500 new members per day
- 31. #SourceIn SourceIn London Our Enterprise Solutions
- 32. Hire Engage the world’s best passive talent Sell Engage the world’s decision makers Market Engage most effectively with professionals
- 33. #SourceIn SourceIn London Hire Engage the world’s best passive talent
- 34. #SourceIn SourceIn London Market Engage most effectively with professionals
- 35. #SourceIn SourceIn London It all starts with your presence on LinkedIn Your chance to showcase your Talent and your Company Your Employee’s Profiles - The first thing potential candidates see - Daily contact with your clients Your Company Pages - Promote your expertise - Showcase live roles Your Followers - Build trusted relationships with a wider network - Engage potential clients & candidates
- 36. #SourceIn SourceIn London Sell Build trust with clients
- 37. #SourceIn SourceIn London Interested in our corporate solutions? Email me with company name and how many employees you have. To: osharpe@linkedin.com
Editor's Notes
- I am going to talk about 4 things: LinkedIn Changing world of Recruitment- survey What you can be doing for free Very brief overview of our paid for solutions
- Our mission statement
- the first value of the company is members first . Any time we want to do something new the first question we ask is, “How will this impact the individual member around the world?”- and if it’s not a positive way, then those ideas are cast aside.
- A recent Insights launch is LinkedIn Influencers. Who’s read an influencer post on LinkedIn? These are the posts written by business luminaries who have decided to share their thoughts on LinkedIn. People like Richard Branson, Deepak Chopra, and Meg Whitman have adopted LinkedIn as their platform for sharing their thoughts about how the professional world works. Specifically in the world of talent and recruitment, people like Alistair Cox, the Chief Executive of Hays, and Lou Adler are now using LinkedIn as their platform. It’s become a place where these people, who have so much to share and so much to add, are able to scale their voice. Now, if Lou has something to say, for example, 281K people hear it. That’s pretty amazing.
- And finally, some exciting recent news aligned with our “everywhere” core value proposition. Over 30% of members who view jobs on LinkedIn come from mobile. So last month, we launched the ability for LinkedIn members to directly apply for jobs from their mobile devices. And as a result of our highly personalised job recommendations in the mobile feed – the recent ability to search jobs on mobile as well as the “Jobs you may be interested in” feature – we’re seeing members who never view jobs on the desktop viewing and saving jobs on mobile.
- Perhaps the most astounding number is that recently we crossed 238 million members on LinkedIn from around the world. In fact, people are signing up to join LinkedIn at a rate of more than two new members per second
- Second – engage the 80%. Around half of you say that passive talent is central to your recruiting strategy. The rest of you focus either exclusively on active candidates or on some combination of active and passive. We believe that passive talent is critical to overcoming the challenges in today’s market – a lot of competition and what feels like a very limited pool of quality talent, in particular. Our research shows that 21% of talent is active…15% we classify as tiptoers…44% as explorers…and 20% are super passive. And we believe that if you focus on that 80% who are to some degree open to hearing about new opportunities – if you build relationships with them, if you put the right opportunity in front of the right person at the right time – you’ll be providing a differentiated candidate slate to your clients. We’ve seen so many of our clients be really successful in digging into that 80% - that passive talent pool – on LinkedIn, and making the network work for them so they’re effectively “activating” candidates. If you’re interested in learning more I’d encourage you to attend our training session next with Lindsay Browning, where you’ll learn some best practices for building a pipeline of candidates, leveraging our job targeting, and more.
- LinkedIn advances relationships at the right time with the right individual and the right information.
- To expand on that, it’s not just 238 million members, but the vast majority of people in the recruiting industry are now on LinkedIn. That creates a different dynamic. Because that dynamic puts us in a position, if we listen really well, to capture the general sentiment of what’s going on in recruiting and how people are solving problems and how those problems are evolving. I want to spend the next part of my talk sharing some of the themes that we’re hearing, and discussing how they might spur some thoughts for you on how you want to guide your firms going forward.
- The first thing we’re hearing from you is that there doesn’t seem to be a lot of quality talent out there – or at the very least, that quality candidates are tough to find. In fact, we conduct an annual survey of your peers to understand trends in the market – and this year, you ranked “availability of quality talent” as the #1 biggest obstacle you face in recruitment . The feeling is that “the number of people out there that I can go after is shrinking” – which is amazing, because in fact our access to talent has grown tremendously – and yet everyone feels that talent pools are getting smaller. The reason for that…
- … is that competition is heating up dramatically in the world of recruitment. You’re seeing this competition raise its head in a number of ways: It’s a candidate’s market. If you have the skills that are so in demand, you have a lot of options, and you get to call the shots in terms of things like compensation, benefits, and offer terms. “ Counter-offers and cold feet”– we’re hearing from you quite a bit that candidates are increasingly “wishy-washy” and unreliable. Competition from other agencies! You’re often up against a host of other firms – so you’re trying to find better candidates that others don’t find, faster, and at a lower cost to your client. Now let’s think about Emerald Technology – an exclusive head-hunting firm recruiting passive talent in emerging global markets, Emerald are using LinkedIn to tackle this challenge head on The Head of Marketing is leading the charge & working across all lines of business resulting in an active & engaged team of marketers, new business professionals and recruiters 2) Emerald see the platform as a business wide tool vs. simply a recruiting tool . They use Recruiter to ‘Map’ new markets and provide added value to clients advising on new market entry strategies 3) Finally, knowing that one of the keys to success in their area of recruiting is in depth industry knowledge , Emerald immersed themselves in the technology sector via a dedicated LinkedIn Group –now with over 13,000 members. The group features discussions on advanced technology solutions for businesses and it’s turned into a smart engagement and pipelining tool for candidates Thanks to Ian Mullen the Marketing manager has been good enough to share this insight
- The bottom line? Building and maintaining client loyalty AND candidate loyalty are a real challenge in today’s market. This is what you’re up against every day. I’d like to take a moment here and deep dive on one of our most forward thinking clients, Impellam. The Impellam Group operates more than 15 speciality brands across a broad range of staffing sectors the names include: Carlisle Staffing, Austin Benn and Blue Arrow Alison Recordon, Impellam’s Business Improvement Manager told us that they understood that for their subsidiaries to be perceived positively by candidates & clients they needed to polish their online presence “ Just as companies benefit from polishing their recruiter brand on LinkedIn with company pages and attractive content, recruitment firms can also use these tools. ‘LinkedIn lets us build a picture of our brands and typical vacancies’ to share with potential candidates” So if we take just one of the Impellam Brands, SRG Group, two months from launch SRG was seeing around 1,500 visitors to its Company Page and Career Page every month, with a large proportion of senior managers and executives, and by NOW in Sept 2013, the group has grown to 3,500 followers. http://www.linkedin.com/company/241214?trk=vsrp_companies_res_name&trkInfo=VSRPsearchId%3A243218181379330384999%2CVSRPtargetId%3A241214%2CVSRPcmpt%3Aprimary This helps the company build a relationship with these people and the more than 1.5 million people in their networks. And gives candidates a personalised introduction to career opportunities at SRG Plus at the moment we’re seeing that if a member is engaged with your brand expect to double your InMail responses. For SRG the result is an engaged community of targeted talent for future prospecting This Follower Ecosystem + Company Page on LinkedIn gives Impellam a set of powerful tools to improve its processes, build a recruiter brand and deliver a better service to its clients
- So to summarise: you’re dealing with a limited pool of quality talent, a lot of competition in the market, and diminishing loyalty from both clients and candidates. Which is not to say that the story is all doom and gloom – in fact, we believe that’s there’s never been a more exciting – challenging, yes, but also exciting – time to be in recruitment. The technology and tools you have at your fingertips are providing you with an incredible opportunity to innovate on the way that you recruit as well as the way that you market and grow your business. But it requires a different approach. We believe the opportunity lies in building relationships: in carving out a niche, putting a stake in the ground and focusing on becoming really good at something – and then weaving that into the way that you market, brand, and grow your business – into the way that you position yourself as a trusted partner to both clients and candidates.
- LinkedIn advances relationships at the right time with the right individual and the right information.
- .
- Industry studies have shown that relevant messaging as a result of targeting increases time spent with a message by more than 25% and elicits a stronger emotional and cognitive response. In our own analysis we have seen cases in which targeted messages would have increased engagement by greater than 65%.
- Understanding the type of content desired by followers will help you deliver more relevant messages. LinkedIn’s business context and insights driven platform result in members being interested in different information as compared to other social platforms. Employees – given their extremely high engagement, which helps drive reach and engagement, it makes sense to include employees in updates. For key messages that you really want to amplify consider encouraging employees to like, comment or share a company update. Frequency – most engagement will happen within the first 48 hrs, so an update every couple of days will maximize engagement (ie, 2-3 updates per week per audience) LinkedIn Groups – Followers are in more groups than the average LinkedIn member, and as a result of following 43% expect the opportunity to join a group to discuss a company, so be sure to cross-promote your group and encourage discussions. Less is more – shorter messages have 28% higher engagement than longer messages. Be sure to also use links and videos to increase engagement.
- LinkedIn advances relationships at the right time with the right individual and the right information.
- To engage the worlds best passive talent, you need to have a strategy in place that allows you to ‘segment’ ‘target’ and ‘position’ Engaging the right professional with the right brand message requires identify the right person engage them with content that is compelling; and spur them to an action. This is what LinkedIn enables, better than anyone else. Your peers are telling us that social professional networks have already changed the way they find talent for their clients. In a recent survey that we conducted for the UK they named social professional networks the #1 long-lasting trend in recruitment and identified them as by far the #1 source of quality placements.
- It all starts with your talent brand For example, establishing why your company is the best place to work, a key advantage given the intensifying competition for the best and brightest on a global basis. Interestingly, in this era of increasing transparency, the talent brand is no longer just about recruiting. Consumers are increasingly making purchasing decisions based on more than the quality of a company's products and services, and are now also interested in the company behind the product, e.g. the mission and vision, culture and values, the way the company sources product, how it gives back to the community, etc. These qualities, while historically falling under the purview of the recruiter to communicate to potential prospects, is now a key part of the company's overall brand equity, bringing the CMO into the talent branding fold, while also putting the recruiter at the center of building a company’s brand.
- LinkedIn advances relationships at the right time with the right individual and the right information.