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Secrets to Success With LinkedIn Career Pages | Webcast

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Here at LinkedIn, we're always working on ways to help our
clients develop outstanding Career Pages. In this SlideShare deck, we cover our expanded Career Page options, how we've made it more flexible than ever to broaden the viewership of your page, and how you can personalize your page depending on your visitor¹s profile.
LinkedIn's Katie Larmon walks you through actionable ways to use your LinkedIn Career Page to enhance your Talent Brand.

You learn:

* The Power of Traffic Drivers: Gain more visibility for your career page with your target audience
* The Value of Personalized Content: Customize your page with multiple views to appeal to diverse talent profiles
* The Importance of Building a Talent Community: How to engage talent to become candidates now and in the future

Published in: Recruiting & HR
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Secrets to Success With LinkedIn Career Pages | Webcast

  1. 1. 5 Steps to Boosting Your Talent Brand Through Content 1 talent.linkedin.com | 1 Success with LinkedIn Career Pages
  2. 2. Speakers
  3. 3. Agenda The Power of Engagement Media The Power of Personalization McGladrey’s Career Page Story Reporting & Sample Results Q & A
  4. 4. LinkedIn Career Pages Personalization & Relevancy
  5. 5. Digital Trends 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. 6. Personalization Trends
  7. 7. LinkedIn Career Pages
  8. 8. LinkedIn Career Pages
  9. 9. Personalization Engineering Students Brazil
  10. 10. Relevancy
  11. 11. The Power of Engagement Media Targeted Ads
  12. 12. How does this look across the web…
  13. 13. How this looks on LinkedIn….
  14. 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. 15. Day 1
  16. 16. Day 2-4
  17. 17. Day 5-6
  18. 18. Day 7-9
  19. 19. Day 10
  20. 20. What’s the value behind media? 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 Sample Client Data 78,240 3,607 Unaware Considering Hired Aware 
  21. 21. 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.
  22. 22. Reporting & Sample Results Understanding Benchmarks
  23. 23. 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:
  24. 24. 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 0 100 200 300 400 500 600 700 800 900 Unique Career Page Visitors Traffic Driver ads
  25. 25. Media Significantly Increases Followers Traffic Driver ads
  26. 26. Anticipating ROI 300,000 Ad Impressions 600,000 Ad Impressions
  27. 27. McGladrey’s Career Page Crafting a Personalized Story
  28. 28. Overview of McGladrey About McGladrey: • 5th largest US provider of assurance, tax and consulting services focused on the middle market • 8,000 people in 80 US cities • Member of RSM International – Presence in 110 countries
  29. 29. ALL CONSULTING CAMPUS McGladrey’s Talent Brand Presence on LinkedIn AUDIT & TAX
  30. 30. Crafting a Personalized Story
  31. 31. What’s Next? Military Content
  32. 32. Duration: June 13, 2014 – Dec. 13, 2014 Total views: 1,497,655 views Total clicks: 3,111 clicks Click through rate: 0.20% Outperformed the industry click through average by 2x! *Industry Average click through rate for a 300x250 Banner: 0.08% These ads reached Accounting and Consulting professionals Hyper Targeted Traffic Driving
  33. 33. Impressions Served: 1,497,655 Duration: June 13, 2014 – Dec. 13, 2014 21 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 Your investment and The Candidate Journey 86,309 4,534 Unaware Considering Hired Aware  Measuring the Impact
  34. 34. Job ViewersCompany/Career Page Viewers Followers Added 2,361 Of your Target Audience 2,718Of your Target Audience 685 Of your Target Audience McGladrey New Monthly Followers (non-employees) Traffic Driver Ads Driving Engagement with McGladrey’s Brand
  35. 35. 5 Steps to Boosting Your Talent Brand Through Content 35 Key Takeaways 1. Personalizing your Career Page will provide a relevant experience to your target audience. 2. Leverage existing content & data to build out your story. 3. Drive members through the candidate journey via hyper targeted campaigns.
  36. 36. Q & A Any Questions? More info on LinkedIn Career Pages: http://linkd.in/17c1WNO Editing your LinkedIn Career Page: http://linkd.in/1ET6wNK

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