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Measure your success: Digging into the Analytics of your New Career Pages [webcast]


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Lindsey Wagner & Sarah Widdes from LinkedIn dive into the analytics of the next generation of LinkedIn Career Pages. In this presentation we cover details on how you can ensure your page is successful and how to measure this success to be able to show results. At the end of this presentation, you’ll be able to answer the questions of: What are the most crucial numbers to be looking at? What else can I be doing to make sure I’m getting the most out of my investment?

You’ll learn:
- Tips on the most critical parts of the page you should be filling out
- From companies who are doing it right and the results they’re seeing through examples of their pages
- We’ll show you the power of the new analytics section and the most relevant metrics you should be keeping track of

Learn more on how to leverage LinkedIn Career Pages here:

Published in: Recruiting & HR
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Measure your success: Digging into the Analytics of your New Career Pages [webcast]

  1. 1. NEXT GENERATION Measure your success: Digging into the Analytics of your New Career Pages
  2. 2. What you’ll learn 1. Introduction: Quick refresh of the new product 2. Overview of analytics and admin portal 3. Analytics deep dive 4. Success stories 5. Resources for you!
  3. 3. 2Confidential, LinkedIn Quick Refresh on the Next Generation Career Pages 10 October 2016
  4. 4. ● Reach more of the right talent Introducing the Next Generation of LinkedIn Career Pages Attract great talent with an authentic, personalized look at your culture & jobs ● Tell an authentic story ● Drive quality applicants ● Measure impact
  5. 5. In-product analytics help you measure success at all stages of your recruitment pipeline Measure visitor growth and frequency; understand the demographics of talent you attract Gain competitive insight, including Talent Flows Measure impact on job engagement and pipeline
  6. 6. 5Confidential, LinkedIn Overview of analytics 10 October 2016
  7. 7. 6Confidential, LinkedIn Company and Career Pages comes with up to four Analytics reports 12 October 2016 1. Updates Analytics 2. Follower Analytics 3. Visitor Analytics 4. Talent Brand Analytics
  8. 8. 7Confidential, LinkedIn Analytics Deep Dive 10 October 2016
  9. 9. 8Confidential, LinkedIn Analytics vary depending on your pricing package 10 October 2016 Analytics Performance metrics related to the updates posted by your administrators Where is it found? • All Company Page and Career Pages Packages What is it? Updates Analytics Performance metrics related to your follower demographics • All Company Page and Career Pages Packages Follower Analytics Details on the amount of member traffic to your pages • All Company Page and Career Pages Packages ‒ Career Page Packages include ‘Life’ and ‘Job’ tab analytics Visitor Analytics Metrics showcasing how well you’re competing for top talent • Only certain Career Page Packages Talent Brand Analytics
  10. 10. 9Confidential, LinkedIn Key functionality in the analytics dashboards 10 October 2016 You will always have the preset options to select the last 7, 30, or 90 days of metrics or select a custom date range of your choice. All reports will be produced as CSV files and provide daily metrics
  11. 11. 10Confidential, LinkedIn Updates Analytics provides aggregate and individual performance of your updates 10 October 2016 Organic Updates vs Sponsored Update Performance Individual Update Performance Updates Analytics
  12. 12. 11Confidential, LinkedIn Updates Engagement table provides detailed individual performance of your updates 10 October 2016 Updates Analytics Updates Engagement Table • Follow Acquired = Number of followers gained from update • Impressions = Number of times the update is shown • Clicks = Click on Company Logo, Company Name, or the Content Posted • CTR = Clicks/Impressions • Social Actions: Like, Comments, Shares of an update • Engagement = (Clicks + Social Actions + Follows Acquired) / Impressions • Captures all possible activity with an Update
  13. 13. 12Confidential, LinkedIn Followers Analytics paints a complete picture of performance on building your follower base 10 October 2016 Followers Analytics Three key areas will show Follower performance: Follower Acquisition Performance & Trends Follower Demographics Relative Performance to similar companies Follower Analytics
  14. 14. 13Confidential, LinkedIn Highlight and trends gives an immediate snapshot of Follower performance 10 October 2016 Follower Acquisition Performance & Trends Follower Analytics Highlights quickly show: • Total Followers • New Followers defaulted to the past 30 days (you can change the timeframe) and % change Follower Gains indicates: • Followers gained from last data point • Total followers in 30 day time frame (which can be adjusted)
  15. 15. 14Confidential, LinkedIn Demographics and Benchmarks gives a deeper understanding of your Followers 10 October 2016 Follower Demographics & Benchmark Performance Follower Analytics Understand which type of Followers are visiting by Filtering through: • Geography, Job Function, Language, Seniority, Industry, Company Size, Current Employee Key Features of the Benchmark Landscape: • Pick up to 10 companies to benchmark against • Can compare total followers, follower growth, # of updates, and level of Social Engagement • Can change/switch companies at any time
  16. 16. 15Confidential, LinkedIn Visitor Analytics shows information on the amount of traffic to the page and who is visiting 10 October 2016 Three Key Graphs make up the Visitors Analytics Report: 1. Traffic Metrics 2. Visitor Demographics 3. Specific Page Traffic Visitor Analytics Visitor Analytics 2 1 3
  17. 17. 16Confidential, LinkedIn 1 Traffic Metrics showing page performance can be found in the first chart 10 October 2016 Traffic Metrics Unique Visitors Page views Visitor Analytics As always you can : • Change metrics to split out performance each tab (Overview, Jobs, Life) • Adjust timeframe shown on the chart
  18. 18. 17Confidential, LinkedIn Visitor Demographics show the type of members that are visiting your page 10 October 2016 Visitor Demographics Visitor Analytics 2
  19. 19. 18Confidential, LinkedIn 3 Page Traffic provides detailed breakdown of each Tab and Audience View 10 October 2016 Page Traffic Visitor Analytics
  20. 20. 19Confidential, LinkedIn Talent Brand Analytics show the strength of your Talent Brand and competitive insights 10 October 2016 Four Key Charts make up the Talent Brand Analytics Report: 1. Talent Highlights 2. Company Talent Flows 3. Talent Attraction 4. Applicant Behavior Talent Brand AnalyticsTalent Brand Analytics 2 1 3 4
  21. 21. 20Confidential, LinkedIn Talent Highlights provides the first quick snapshot of your talent brand performance 10 October 2016 Talent Brand Analytics Talent Highlights Job View Job Applicant Follower 1
  22. 22. 21Confidential, LinkedIn 10 October 2016 2 Talent Flows show which companies you have lost and gained most employees from Talent Brand Analytics Company Talent Flows 2 Will be able to sort by: ✓ Employees lost to ✓ Employees gained from
  23. 23. 22Confidential, LinkedIn 10 October 2016 Discover the top companies where talent is actively seeking out your organization Talent Brand Analytics 3 Talent Attraction So you can continue to strategize and stay a step ahead of your competitors, we will show you the companies where you are most heavily attracting from for: ✓ Company page views ✓ Job views ✓ Applicants
  24. 24. 23Confidential, LinkedIn 10 October 2016 What are your job applicants also doing on LinkedIn? Talent Brand Analytics 4 Application Behavior For your applicants, you can see which other companies pages they are viewing, jobs they are looking at, and companies they are applying to. Being armed with these rich insights will hopefully make it easier to know where your team needs to provide extra focus, further nurture specific talent pools, and who to look out for when it comes to competing for talent.
  25. 25. 24Confidential, LinkedIn Success Stories 10 October 2016
  26. 26. 25Confidential, LinkedIn GovDelivery 10 October 2016 Job Views +138% +42% Page Views per Visitor
  27. 27. 26Confidential, LinkedIn Shangri-La 10 October 2016 Job clicks +75% +47% Page Views per Visitor
  28. 28. 27Confidential, LinkedIn Resources for you! 10 October 2016 Learn more: Check out our LCP video: View examples of companies with great pages: Image specs for the new pages: