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#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Building Your Follower Ecosystem & What This Means For You
@alexCharraudeau: Media Solutions Consultant
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Alex Charraudeau
 Ex-recruiter
 7 years as a recruitment marketing guy
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 At LinkedIn I help recruiters get the most out of LinkedIn
LinkedIn
@alexCharraudeau
Google+
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Agenda
 What is the Value of Followers?
 How to get Followers
 What to do with Followers
 5 things you can do today
Build Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff
Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you
Pick up leads,
make placement
and hire staff
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Value of Followers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7
Stay top of mind
88% of members would follow a company
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 8
Generate preference for your business
78% of company followers are more likely to respond to an InMail
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 9
Get people to do something by sharing jobs / conversion points
71% of members will follow a company for jobs
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 10
Followers are sustainable
64% of followers would follow companies indefinitely
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 11
“When I hear people debate the ROI of
social media it makes me remember why so
many business fail. Most businesses are
not playing the marathon. They're
playing the sprint.”
- Gary Vaynerchuk -
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Psychology of Following
12
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13
The Psychology
Why we Follow…
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 Fear of missing out
– Fear of missing out (or FOMO) is a form of social anxiety. This is especially
associated with modern technologies such as mobile phones and social
networking services
 Social proof
– Social proof is where people assume the actions of others in an attempt to
reflect correct behavior for a given situation
 Bandwagon effect / Cultural phenomenon
– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends
increases the more that they have already been adopted by others
14
The Psychology
Why we Follow…
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Fear of missing out
 Why should they Follow you?
 What are you delivering that will improve their life?
 How can you influence and improve someone’s career?
 What opportunities are you opening someone up to?
15
Opportunity
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Fear of missing out – Opportunity
 Outside Recruitment
16
 In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Social Proof
 Who else is following?
 How many followers do you have?
17
Numbers
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Social Proof – Numbers
 Outside Recruitment
18
 In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Bandwagon effect / Cultural phenomenon
 How long do you have before people loose interest?
 Have they already started following all of your competitors?
19
Speed
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Cultural phenomenon – Speed
 Outside Recruitment
20
 In recruitment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why you would Follow a company – Facebook
49%
Support the
brand I like
21
42%
Get a coupon
or discount
41%
Receive
regular
updates
35%
Participate in
contests
31%
Share my
personal
experiences
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why you would Follow a company – Twitter
22
52%
Special offers
44%
New products
/ services
51%
News on the
brand
38%
I am a current
customer
55%
I like the brand
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 23
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Followers on LinkedIn
24
71%
Following
companies for
jobs
68%
News and
Insights
61%
Projects and
iniativies
88%
Would follow a
company
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
How To Get Followers
25
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 26
Generate Followers through word-of-mouth
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 27
Get Followers through being interesting
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 28
Advertising across LinkedIn to your target audience
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 29
Employee Profile Advertising
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 30
Follow on Company Pages
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 31
Follow on Jobs
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 32
Follow Us on the website
www.developer.linkedin.com
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 33
Follow Us on Email
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 By using a combination
of free technics, jobs and
employee profile
advertising this company
sustained a higher level
of Follower growth.
 The spike in March &
April was due to a short
burst of Follower
advertising.
34
What does success look like?
Graph of Follower Growth over time
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
What to do with Followers
35
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Talent Landscape
36
0% 20% 40% 60% 80% 100%
Active Passive
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
 Job related content
 Interview tips
 Jobs!
38
Create content for both active and passive people
Active Content Passive Content
 Industry content
 News
 Projects
 Events
 Market mapping
 Salary surveys
 Career advice
 Entertainment
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 39
“Leaders don't create
followers, they create more
leaders.”
- Tom Peters -
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
A member’s journey
40
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
before
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 41
The Content Marketing Masterclass
For more information find slides here:
http://www.slideshare.net/LinkedInRecruitmentFirms/content-
marketing-masterclass-35829911
What content is your target interested in?
“Do not address your
readers as though you
are addressing a
stadium.
When people read
your copy, they are
alone.
Pretend you are
writing to each one of
them a letter.” IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBC
0% 50% 100%
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
5 Things To Do Today
42
#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve

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