1.
Success With LinkedIn Career Pages
5 Steps to Boosting Your Talent Brand Through Content 1
talent.linkedin.com | 1
Career Page Personalization
Targeted Engagement Media
Talent Communities

2.
Introductions

3.
Agenda
The Power of Personalization
The Power of Engagement Media
Reporting & Sample Results
Building a Talent Community
Q & A

4.
LinkedIn Career Pages
Personalization & Relevancy

5.
Digital Trends 2014 - 2015
• Personalized products automatically get 73% more clicks.
• Nearly ¾ of online users get frustrated with websites when the content has nothing to
do with their interests.
• 66% of marketers reported that targeting & personalization were top benefits of their
marketing strategy in 2014.
Source: BrainSINS
Source: Janrain & Harris Interactive

6.
Personalization Trends

7.
LinkedIn Career Pages

8.
Personalization
Engineering Students Brazil

9.
Relevancy

10.
The Power of Engagement Media
Targeted Ads

11.
How does this look across the web…

12.
How this looks on LinkedIn….
5 Views
600k Ad Impressions
30 Views
1.5M Ad Impressions

13.
What’s the value behind media?
Sample Client Data
Impressions Served: 599,205
12
Number of candidates made aware
of your brand message
Number of the above candidates
who engaged with you on the
network after being exposed to your
brand message
Number of the above candidates
you hired in the months after the
campaign
78,240
3,607
Unaware
Aware
Considering
Hired


14.
A day in the life of a member on LinkedIn…
14
Profile Snapshot:
George Costanza
 Lives in Greater New York
 230 connections in his network
 Graduated from Queens College
 Joined 4 groups related to his industry
George Costanza
Architect | Architecture and Engineering Industry
Ideal Passive Candidate

15.
Day 1

16.
Day 2-4

17.
Day 5-6

18.
Day 7-9

19.
Day 10

20.
Enhanced Career Page Options
+ Personalization
Increase relevance with more of your top
talent pools and regions
+ Targeted Ads
Connect with candidates at every stage of
the journey, not just actives.
Ensure you’re building awareness and
engagement with the candidates you need.

21.
Reporting & Sample Results
Understanding Benchmarks

22.
Increase of ~6X
in page views
Increase of ~5X
in unique
visitors
Increase of
~2.5 in
Followers
Campaign Reporting
Reporting is shared by your Media Account
Manager. Ads are intended to increase traffic
to your Careers Page, Jobs, and grow
Followers.
Here’s an actual customer example after
launching Traffic Drivers:

23.
Media Significantly Increases Career Page Visits
175
304
265 277 269
239
263
243
265 260
281
385
850
718 726
687
216
146
161
178
900
800
700
600
500
400
300
200
100
0
Unique Career Page Visitors
Traffic Driver ads

24.
Media Significantly Increases Followers
Traffic Driver ads

25.
Anticipating ROI
300,000 Ad Impressions 600,000 Ad Impressions

26.
Building a Talent Community
Exelon’s Story

27.
Exelon’s Talent Brand Presence on LinkedIn
Diversity
Military
IT
Engineering
Students

28.
Traffic Driver Ads
These ads are reaching Engineering, Operations, Finance, and I.T.
professionals, working in the Utilities and Oil & Energy industries,
and in the US (emphasis on the greater Chicago, Rockford,
Philadelphia and Davenport areas)
Company/Career Page
Viewers
3,994
Of your Target Audience
Job Viewers
1,007
Of your Target Audience
Followers Added
1,328
Of your Target Audience

29.
Career Page Visitors
Traffic Drivers are effectively driving talent to Exelon’s Career Page, the hub of your
Employer Brand on LinkedIn
2,323
2,913
1,886
Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14
Campaign launched
772
1,072 1,093
1,408
755
1,025
971
1,081 1,042 1,026
483
1,340
3500
3000
2500
2000
1500
1000
500
0
*Data as of 11/1/14 July 17- October 17

30.
Career Page Visitors

31.
Branding increases Exelon Recruiter InMails
InMail Response Rates by Recipient Engagement
Apr 2014 to Sep 2014
10%
75%
Engaged
with your brand
No engagement
with your brand
*Engaged member = any member who viewed one of your jobs, your company/career page or became
a follower within the 60 days prior to receiving an InMail from one of your employees

32.
Exelon’s Talent Community Challenge
Situation
• Wanted to migrate an existing talent community to a system that would not
become stale. Looking for a “living breathing” profile that synchs to a
member’s professional profile of record.
• Looking for a Talent Community that would be a true “community” with a
concerted effort to engage these members over time. (avoiding black hole)
Solution
• Transitioned existing talent community database via a CheckIn link into
Recruiter.
• Promoted the new Talent Community link across multiple platforms: Exelon
Career Website, LinkedIn Company & Career Page, Social Media, Email
Signatures, etc.

33.
Promoting the Talent Community

34.
Member Experience

35.
Performance
Results
• 10,812 existing talent community members converted to the new CheckIn
Talent Community.
• 4,351 NEW talent community members since launch in March 2014.

36.
Exelon followers grew by 148% since last July
Exelon Monthly Followers
New Monthly Followers Total Monthly Followers
556 579 607 566 534 624 732 715
3,060
2,310
4,054
584
844 948 1,109 1,035 1,034 882
1,331
8,444 9,023 9,630 10,19610,73011,354
12,086
12,801
15,861
18,171
22,22522,809
23,653
24,601
25,710
26,745
27,779
28,661
29,992
4500
4000
3500
3000
2500
2000
1500
1000
500
0
35000
30000
25000
20000
15000
10000
5000
0
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14
CheckIn events started in September 2013, gaining a total
of 14,301 candidate responses to date

37.
Key Take Aways
1. Know what your trying to solve for
2. Build out your content first
3. Have a strategy or process
4. Track your progress
5. Leverage your account team for ongoing and future strategies
6. Engage your organization not just your talent acquisition organization

38.
Q & A
Any Questions?