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Part 1 of 3 in the Build, Engage, Recruit series
How to attract the right followers for your business
#Staffing #HireOnLinkedIn© 2015 LinkedIn Corporation. All Rights Reserved.
2
Andrew Linton
Media Solutions Consultant
 8+ years in recruitment marketing
 Focus on marketing strategy and branding
 Helping recruiters get the most out of LinkedIn
LinkedIn: /AndrewLinton Twitter: @Andrew_Linton
What we will cover
3
Agenda
1. An introductions to Build, Engage, Recruit
2. Why followers are important to your business
3. Why people follow
4. What users want to see before they follow you
5. How to generate followers
6. Key takeaways
4
An effective and efficient strategy to get the most from Social Media
4
Build, Engage, Recruit
Build Engage Recruit
+ =
5
The best Recruiters act like
Marketers
​Alex Charraudeau
6
%
of the decision to ‘buy’ is now made
before any contact with your business
Why followers are important to your
business
%
Followers are 95% more likely to
respond to an InMail
%
79% of members are interested in job
opportunities from companies they
are following
%
Members are 61% more likely to
share information as a result of
following your company
Why people follow
11
12
13
14
15
A couple of techniques you can use
16
Why do people follow
​Social proofing/ crowd mentality – how can you reach a tipping point?
​Fear of missing out (FOMO) – why do people need to listen to you?
​Bandwagon effect – what can I do to join the conversation before it is too late?
​Authority – who has enough authority in your organisation?
What users want to see before they
follow you
Build your strategy around it
18
Understanding what users want from you
88%
Would follow a company
Follow companies for
jobs
Projects and initiatives
News and insights
68%
61%
79%
What do Java Developers look for in a job? What skills and keywords should you look for?
http://www.slideshare.net/linkedin-talent-solutions/tagged/Talent%20Pools%20Analysis
Think about your users and what you would want in their shoes
21
Persona development
Give the right content to the right user at the right time
22
Tailor your message
One unified message across all touch points with your business
23
Not just on LinkedIn
 Across Social channels
 Your website
 Offices
 Whilst on the phone
 In emails
 Etc….
How to generate followers
25
In space no one can hear you scream
26
What are you doing today to be heard?
It’s a massive thumbs up
Generate followers through word of mouth
With targeted advertising
Advertise
Defensive and offensive branding tactics
Leverage your employees
Allow users to follow directly
Job postings
Simple changes can have a massive impact
Use other channels
Simple and effective
Add to your website
Start or join in with the conversation
33
Be interesting
It’s good to share
34
Status updates
​Companies that post at least 1 status update per week on LinkedIn get….
….40% more job views….and 25% more applications
35
36
Sponsored Updates gets
3x more traffic
37
If I only had two dollars left I would
spend one dollar on PR
​Bill Gates
38
16%
50%
*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
​InMail success rates by brand engagement
Telling the right story to your audience
​No engagement
with your brand
​Engaged with
your brand*
Key takeaways
Your next steps to building the audience you want
40
Things you can do today
1. Work out why people should follow you
2. Communicate the benefits of following you using the best channel for the job
3. Sync all channels and communications
4. Leverage Social Proof, FOMO and Authority
5. Advertise to your audience and make a BIG noise
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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How to attract the right followers to your business

  • 1. Part 1 of 3 in the Build, Engage, Recruit series How to attract the right followers for your business #Staffing #HireOnLinkedIn© 2015 LinkedIn Corporation. All Rights Reserved.
  • 2. 2 Andrew Linton Media Solutions Consultant  8+ years in recruitment marketing  Focus on marketing strategy and branding  Helping recruiters get the most out of LinkedIn LinkedIn: /AndrewLinton Twitter: @Andrew_Linton
  • 3. What we will cover 3 Agenda 1. An introductions to Build, Engage, Recruit 2. Why followers are important to your business 3. Why people follow 4. What users want to see before they follow you 5. How to generate followers 6. Key takeaways
  • 4. 4 An effective and efficient strategy to get the most from Social Media 4 Build, Engage, Recruit Build Engage Recruit + =
  • 5. 5 The best Recruiters act like Marketers ​Alex Charraudeau
  • 6. 6 % of the decision to ‘buy’ is now made before any contact with your business
  • 7. Why followers are important to your business
  • 8. % Followers are 95% more likely to respond to an InMail
  • 9. % 79% of members are interested in job opportunities from companies they are following
  • 10. % Members are 61% more likely to share information as a result of following your company
  • 12. 12
  • 13. 13
  • 14. 14
  • 15. 15
  • 16. A couple of techniques you can use 16 Why do people follow ​Social proofing/ crowd mentality – how can you reach a tipping point? ​Fear of missing out (FOMO) – why do people need to listen to you? ​Bandwagon effect – what can I do to join the conversation before it is too late? ​Authority – who has enough authority in your organisation?
  • 17. What users want to see before they follow you
  • 18. Build your strategy around it 18 Understanding what users want from you 88% Would follow a company Follow companies for jobs Projects and initiatives News and insights 68% 61% 79%
  • 19.
  • 20. What do Java Developers look for in a job? What skills and keywords should you look for? http://www.slideshare.net/linkedin-talent-solutions/tagged/Talent%20Pools%20Analysis
  • 21. Think about your users and what you would want in their shoes 21 Persona development
  • 22. Give the right content to the right user at the right time 22 Tailor your message
  • 23. One unified message across all touch points with your business 23 Not just on LinkedIn  Across Social channels  Your website  Offices  Whilst on the phone  In emails  Etc….
  • 24. How to generate followers
  • 25. 25 In space no one can hear you scream
  • 26. 26 What are you doing today to be heard?
  • 27. It’s a massive thumbs up Generate followers through word of mouth
  • 29. Defensive and offensive branding tactics Leverage your employees
  • 30. Allow users to follow directly Job postings
  • 31. Simple changes can have a massive impact Use other channels
  • 32. Simple and effective Add to your website
  • 33. Start or join in with the conversation 33 Be interesting
  • 34. It’s good to share 34 Status updates ​Companies that post at least 1 status update per week on LinkedIn get…. ….40% more job views….and 25% more applications
  • 35. 35
  • 37. 37 If I only had two dollars left I would spend one dollar on PR ​Bill Gates
  • 38. 38 16% 50% *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 ​InMail success rates by brand engagement Telling the right story to your audience ​No engagement with your brand ​Engaged with your brand*
  • 40. Your next steps to building the audience you want 40 Things you can do today 1. Work out why people should follow you 2. Communicate the benefits of following you using the best channel for the job 3. Sync all channels and communications 4. Leverage Social Proof, FOMO and Authority 5. Advertise to your audience and make a BIG noise
  • 41. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.