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LinkedIn Strategies for Recruiting: A Case Study
The document is a case study overview of a Fortune 500 company using LinkedIn Talent Solutions for recruitment. It details strategies implemented for recruitment marketing, including leveraging career pages, job slots, and work with us ads, which led to significant increases in candidate engagement and hiring metrics. The effectiveness of these strategies is measured through various metrics such as application conversion rates and candidate quality.
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LinkedIn Strategies for Recruiting: A Case Study
- 2. Agenda LinkedIn Reach Case StudyCompany Overview LinkedIn Talent Solutions Products Features and Benefits Impact / Results at Case Study Company What LinkedIn Products are Best for Your Company? Framework for Selection Metrics/Measures to Consider 2
- 3. 88% of FORTUNE100 use LinkedIn for Recruiting 20% of LinkedIn users are active job seekers 3
- 4. Case Study Company Overview FORTUNE500 company • Science, technology, engineering focus • Primarily services • Federal gov’t is primary customer ~7500 external hires per year • Systems Engineers, Intel Analysts, IT Specialists • Contract-based hiring • 90% experienced hires Branding Challenges • Compete with many better known brands • Good awareness in local markets, low awareness nationally • 5+ years of leadership and strategic changes 4
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- 7. Recruiter • Search entiredatabase (beyond your 1st and 2nd degree network) • Advanced search interface includes unique filters • Contact candidates directly via 50 InMails per month • Collaboration across team members • Pipeline management capabilities and metrics 7
- 8. Initial Strategy • Large investment in Recruiterseats Results • Very low usage by recruiters • High InMail response rate Changes • Reduced # seats by 50% • Opted not to use Talent Pipeline features 8
- 9. Career Pages Potential candidatescan follow your page Opportunity for employment brand messaging Targeted jobs displayed to each user Custom experience available based on user’s profile (available only with some packages) Ability to increase candidate engagement via status updates and targeted ads Detailed analytics provided 9
- 10. Initial Strategy • Moved fromSilver to Platinum Career Page • Utilized ‘Follow Company’ ads • Created 5 custom pages Results • Significant increase in followers in 1 year: • Total: >300% • Key industry: >200% • Key function: > 80% Changes • Developed page update strategy • Added 3 additional custom pages 10
- 11. Jobs Network Jobs shownto both active and passive candidates Users have ability to forward and share on other social media Mobile optimized Ability to filter and manage candidates (if posted through Recruiter) 11
- 12. Initial Strategy • Completed a successful3 month ‘all jobs’ pilot (2600+) • Purchased 500 job slots with manual post Results • Significant hiring impact decrease • Decrease in LinkedIn traffic to our career page • Not all slots being utilized Changes • Moved to a job wrapping strategy 12
- 13. 2nd Strategy • Used job wrapping •Increased job slots to 1000 Results • Hiring impact increased • Traffic and quality of candidate increased Changes • Piloting new job wrapping strategies • Kept job slot purchase at same level 13
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- 15. Work With Us Ads Ownthe ad space your employees’ profiles Most relevant jobs displayed based on user’s profile Drives traffic to career page and job postings 15
- 16. Initial Strategy • Capitalize onad space on 29k+ employee profiles • Attract more ‘passive’ talent Results • Achieved CTR over 30x industry average • Increased career site traffic/applies Changes • Began encouraging new hires to update/create LinkedIn profiles 16
- 17. Overall LinkedIn MetricsMeasurement Ranking/ Metric Source of traffic to career site #3 Application complete / Application start 66% (#1 of all sources) Applicant to Interview Conversion 20-25% (4x any other source) Number of applicants per hire #1 17
- 19. Awareness • Increase recognition •New geography • New industry Engagement • Increase knowledge • Build brand understanding Action • Apply to positions • Join talent community Framework for Social Media Investment 19
- 20. Awareness • Career Pages •Work With Us Engagement • Career Pages • Recruiter Action • Jobs • Recruiter • Work With Us LinkedIn Products in Framework 20
- 21. Metrics • Usage –logins, searches, InMails • InMail response rate vs. peer companiesRecruiter • Change in followers (overall and by geo/function/industry) • Traffic to your LinkedIn job postings (overall and by profile data) • Traffic to your career site* • Shares/Likes Career Pages • Traffic to career site* • Candidate quality vs. other sources* • Talent community joins by source* • Hires* Jobs Network • Click through rate • Profiles of users viewing / clicking on ads Work With Us Ads 21
- 22. Questions? Kara Yarnot, Founder,Meritage Talent Solutions kara@meritagetalent.com linkedin.com/in/karayarnot/ @klyarnot www.talentchatter.com22