1.
LinkedIn
for Nonprofits
- Recruiting Edition

2.
What is this
presentation about?
LinkedIn for Nonprofits
✓ Quick reminder of basics
✓ Focus on: branding and recruiting on LinkedIn
✓ Best practices, tools and resources

3.
Agenda
Network Basics for Success
Elevating Awareness of Your Nonprofit
Recruiting on LinkedIn
101
201
301

4.
Welcome
101

5.
* 2016 member number as of Aug. 4, 2016
Most people you want to connect
with are on LinkedIn
500M
400M
300M
200M
100M
2003 2005 2007 2009 2011 2013
75M
450M*
2015

6.
The nonprofit network on
LinkedIn is strong and growing
5 Million
Nonprofit Professionals
217,000+
Nonprofit Organizations
30 Million
Following nonprofits

7.
Staff
Your nonprofit’s network includes
many groups
Board
Members
Alumni
Donors
Fans
Your
organization
Employees’
Network
Constituents
Volunteers
Boards’
Network
Alumnus
Network
Fans’
Network
Constituents’
Network
Donors’
Network
Volunteers’
Network

8.
Your network helps drive mission
Raising
Awareness
for Our
Cause
Employee
Referrals
Promoting our
Programs
Recruiting
Board
Members
Engaging New
Perspectives
Finding
New
Donors
Institutional
Fundraising
Sharing Best
Practices
Hiring New
Talent

9.
Ideas to grow your
personal network
 Start off with your core group: present and past colleagues,
clients, friends, and family
 Reach out to fellow alumni
 Find new contacts in relevant LinkedIn groups
 Make connecting a part of your routine

10.
Build and drive
awareness
201
✓ Free steps you can use to grow awareness
✓ How to grow brand loyalty
✓ When to use sponsored content

11.
Start with: “Why?”
Questions to ask (and answer) before going into any
branding, marketing, or awareness projects:
201
1
2
3
What is our goal? What are we trying to accomplish?
Who is our audience? What are they interested in?
How will we measure success?

12.
Does your organization have a
Company Page?
Quick Poll #1
Yes – it’s great! No
I don’t knowYes – but it could use a
little work
201

13.
Create or claim a Company Page
for your organization - free
201

14.
Use the Company Page as a
showcase of your work - free
Home
✓ Add an image, logo, and
short description
✓ Encourage board members
& supporters to follow you
✓ Post updates to communicate
with your supporters
✓ Link to your existing website,
blog, and other social
platforms
201

15.
Ideas to grow your
organization’s network
 Encourage employees to follow your organization's Company Page
 Ask volunteers and board members to follow
 Set up as an auto-response and in thank you notes to volunteers &
donors
 Add a “follow” button to your existing website
 Check in on progress- use the Company Page analytics

16.
Consider this:
Engage & grow your follower base by regularly sharing company updates
84% average increase in
engagement by including a link
Keep followers engaged - free
201
147% avg increase in engagement
by sharing a photo

17.
Who’s doing this well? 201

18.
Who’s doing this well? 201

19.
Establish yourself / your executive team
as thought leaders - free

20.
Write about topics you work with
day to day
201

21.
Growing awareness for your nonprofit -
free steps
 Establish what your goals are, and how you’ll measure success
 Get more people involved. Leverage what you’re already doing. Add
multiple owners to your Company Page
 Make your Company Page pop - tips and examples
 Post updates from your organization on LinkedIn - engage your followers
 Publish a thought leadership piece - examples and inspiration
201

22.
Get your content in front of people
beyond your network - paid
201

23.
Sponsor and invest in paid ads
to solve for these scenarios:
 You have important updates you want to guarantee your audience sees
 You want to grow your follower base beyond your network
 You want to get a message in front of a specific group with targeting
criteria like seniority, function, geography, and industry
 Support special initiatives or events
$
201

24.
William & Mary success story
Challenge
• Increase diversity in niche MBA programs
• Build awareness of business programs in
regional area
Results
• Gathered hundreds of highly
qualified leads
• Average engagement rate is
more than 51% above
benchmarks
• Company Page followers
increased by more than 100%
Image: http://mason.wm.edu
Solution
• Sponsored content with precise targeting
by location, career type, and company
• Made the most of budget by using results
to optimize throughout campaign
201

25.
✓ Candidate journey
✓ Talent branding
✓ Volunteer, board member & employee recruitment
Recruiting for your
organization
301

26.
What is your organization
looking to get out of LinkedIn?
Quick Poll #2
Board members
Full time employeesVolunteers
Fundraising relationships
301

27.
People are at the center of
all your objectives.
301

28.
?
?
?
?
?
?
?
?
? #1The #1 way talent
discovers a job
opportunity is from
someone they know2
66%Of job switchers knew
about their company
before they heard
about the opportunity3
Their paths are influenced by people and
organizations they trust
?
?
?
2 LinkedIn, Job Switcher Survey, 2016
3 LinkedIn, Talent Trends, 2016
301

29.
HIRED, DONATE, VOLUNTEER
Engage them at every step.
Your
organization
These relationships shape each
candidate’s unique journey.
Your
organization
Your
organization
Your
organization
301

30.
Keep the candidate journey in mind as
you focus on your goals.
Board
Members
Volunteer
Full time
employees
Fundraising
301

31.
301
There are a lot of people who
want to work with you
*Source: 2016 Talent Trends data
**LinkedIn member profile data
of LinkedIn members are
interested in working at a
nonprofit*
76%
members have added
causes & nonprofits they
support to their profile**
are actively interested in
volunteering or serving on a
board**
8.8 MILLION
30 MILLION

32.
First step: talent branding
301

33.
Show off what it’s like to work at
your organization
301

34.
Discover World Vision
301

35.
Recruit
Board Members, Employees, and Volunteers
301
Find
candidates and
reach out!
Post to let
candidates
find your
opportunity.

36.
Software Engineer
The Nature Conservancy
You have 8 connectionsworking here
This company hired 4 people from College
of San Francisco. See who
This company hired 17 people from Novella
& Co. last year. See who
Connections working at The Nature Conservancy
Business Analyst at... Software Engineer at... MarketingManager at...
36
ENGAGE BETTER TALENT
Give candidates a view
beyond the job description
301

37.
Occasional recruiting needs
1. Post your jobs directly
2. Leverage your personal network using
advanced search
301

38.
Occasional: post opportunities directly
301
Job posts
50% off nonprofit
discount

39.
Find candidates in your network - free
301

40.
Consistent recruiting needs
Get solutions that do the recruiting for you – email
nonprofitsolutions@linkedin.com
301

41.
Quick, easy way to find the best
candidates for you
301
Nonprofit
discount

42.
Nonprofit
discount
301
Find candidates with the right
skills and interest in you

43.
When in doubt, reach out
How interested are you in in hearing about a new job opportunity?
64% 26% 10%
Extremely and very interested Somewhat
interested
Not very or
not at all
interested
90% of candidates
want to hear from you
Source: LinkedIn 2016 Talent Trends Report
301

44.
2015 Talent Trends 44
Finding volunteers, board members, and
institutional donors
301
 Allow them to discover you
 Attract with content and posts
 Search and reach out to specific people

45.
Note: special set up for posting volunteer
or board opportunities
Go to: nonprofits.linkedin.com/find-volunteers
301

46.
Customer only benefit:
Partner with your relationship manager
 If you have a new strategic initiative, and you’re
looking to brainstorm on how to solve for it
 If you’re looking to use LinkedIn to provide value
beyond recruiting, like fundraising or marketing
 To understand how you can use data improve your
recruiting performance
301
Nonprofit
discount

47.
Start with the basics and advance
your skills
201 301
 Add multiple owners to your
Company Page
 Make your Company Page pop
 Post updates from your
organization on LinkedIn
 Publish thought leadership
pieces
 Set goals around the candidate
journey
 Focus attention where you need it
 Talent brand
 Recruiting: post and search for
volunteers, board members,
employees
 Get live consultation at
nonprofitsolutions@linkedin.com

48.
For more information:
Nonprofit.linkedin.com