Linked in day milano 3 marzo 2015
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LinkedIn Day Milano, marzo 2015: presentazione della vision di LinkedIn per il futuro e delle soluzioni LinkedIn che consentono alle aziende di trasformare il proprio approccio al recruiting con i social media.
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Linked in day milano 3 marzo 2015
- 1. Milano, 3 marzo 2015 #linkedinday
- 3. Programma della giornata Welcome Germano Buttazzo â Sales Manager La Vision di LinkedIn: The Economic Graph Maria Pedrinelli â Sales Team Italy La strategia LinkedIn per le aziende: Build, Engage, Recruit Fabio Rezzoagli â Sales Team Italy - Pausa caffĂ© â Best practice sharing: Elmec - Benetton - Networking Cocktail -
- 4. La Vision di LinkedIn: The Economic Graph Maria Pedrinelli Sales Team Italy
- 5. Connect the worldâs professionals to make them more productive and successful Our mission
- 6. Connect the worldâs professionals to make them more productive and successful Our mission
- 7. Member growth 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 32M 347M 2014 2015
- 8. Mobile traffic 50% <2% mobile traffic is calculated as a % of LinkedIn member-only unique visitors; calculated using Q4 average for each year 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
- 9. Connect talent with opportunity at massive scale Our Core Value Proposition
- 10. For our members The professional profile of record Connect all of the world's professionals Identity Networks Knowledge The definitive professional publishing platform
- 11. For our customers Hire Power half of all hires Market The most effective way for marketers to engage professionals Sell The start of every sales opportunity
- 12. Power half of all hires Talent Solutions
- 13. The next decade
- 14. Create economic opportunity for every member of the global workforce Our vision
- 15. Create economic opportunity Realize your dream job Find work Be great at what you do
- 17. La strategia LinkedIn per le aziende: Build, Engage, Recruit Fabio Rezzoagli Sales Team Italy
- 18. SOCIAL MEDIA IS HERE TO STAY, EMBRACING ITS POWER IS THE KEY 57% of the decision to âbuyâ is now made before any commercial contact with your business
- 19. LinkedIn is the worldâs largest professional network The biggest global community of professionals! 347M Members worldwide 32% Growth in monthly users y/y +2 newNew members per second 40M Students & Graduates Worldwide Source: Comscore 2014
- 20. are passive and not looking to move 80% 60% of them are open to opportunity!!
- 21. THE BEST RECRUITERS ACT LIKE MARKETERS SOCIAL MEDIA KEEPS THE CONVERSATION GOING1 âŠBECAUSE YOU NEED TO NURTURE YOUR AUDIENCE SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY2
- 22. Build Awareness Engage Leads Sell HireHire THE BEST RECRUITERS SOCIAL MEDIA FUNNEL
- 23. WE RECOMMEND 3 SIMPLE STEPS YOUR FOLLOWERS & YOUR BRAND NURTURE YOUR TARGET AUDIENCES DO WHAT YOU DO BEST BUILD ENGAGE RECRUIT
- 25. ACCELERATE FOLLOWER GROWTHBUILD TARGETED CAMPAIGNS ï§ Reach your ideal audience wherever they go on LinkedIn ï§ Recruitment Ads campaign to drive the growth of your follower base
- 26. RELEVANT MESSAGING DRIVE TRAFFIC TO YOUR CAREER PAGE AND INCREASE JOB VISIBILITY ENGAGE CAREER PAGES IMAGE VIDEO †400 % - increases in candidate conversions achievable with targeted content - 30% of visit to career page convert in a click on Jobs
- 27. LEVERAGE YOUR EMPLOYEESBUILD EMPLOYEE PROFILE ADS Recruiters have 10x more traffic than the average member10x of page views are members looking at members76%
- 28. CREATING âFOLLOWERSâ WILL FUEL YOUR SUCCESS ? ? ? ? ? ? ? ? ? What good is a post on Facebook if you have no friends? Followers are more likely to recommend your business2.5x 95% Followers are 95% more likely to respond to an InMail of members are interested in job opportunities from companies they are following79%
- 30. IMPROVE YOUR FOLLOWER ENGAGEMENT WITH RELEVANT MESSAGINGENGAGE Page visitors see the content that is relevant to them †400% increases in candidate conversions achievable with targeted content CAREER PAGES IMAGES JOBS VIDEOâS
- 31. KEEP YOUR FOLLOWERS UP TO DATE Your potential audience 347M Ensure you are always top of mind Relevant content Encourages likes & shares ENGAGE CONTENT UPDATES
- 32. 32 347M+ (+2 every sec) Companyâs reach Sponsored Updates reach the entire LinkedIn network LinkedIn Member Population Company Updates only reach your pool of followers ENGAGE SPONSORED UPDATES BUILD THE SAME RELATIONSHIP WITH MEMBERS OUTSIDE COMPANY REACH
- 33. ACCELERATE YOUR ENGAGEMENT REACH uplift in click through rates for updates25% the usual content traffic3x Reach a wider audience before you even have them as followers ENGAGE SPONSORED UPDATES
- 35. PROACTIVELY SOURCE CANDIDATES & CONSULTANTSRECRUIT RECRUITER Increased access to the network Reach out using InMail Workflow and Collaboration tools 95% Followers are 95% more likely to respond to an InMail
- 36. 36 Global Talent Pipeline Supervisor Recruiter Recruiter Recruiter Recruiter Recruiter Supervisor can access all Recruiters activities Recruiters can collaborate globally DIRECT SOURCING PLATFORM MANAGE CENTRALLY & ACT LOCALLYRECRUIT RECRUITER
- 37. PROMOTE YOUR JOBS TO THE BEST CANDIDATES & CONSULTANTSRECRUIT RELEVANT JOB POSTS Only the most suitable candidates will see your jobs Job posts are a great engagement tool Job visibility can be increased with Sponsored Jobs of members are interested in job opportunities from companies they are following 79%
- 38. Followers Time BUILD, ENGAGE AND RECRUIT FOR SUCCESS RELEVANT JOBS CAREER PAGES TARGETED MEDIA EMPLOYEE ADS RECRUITER CONTENT UPDATES BUILD ENGAGE RECRUIT
Editor's Notes
- Our mission: Connect the world's professionals to make them more productive and successful. Five years ago, when we drafted this mission, LinkedIn had just over 30M members (among an addressable audience of 600M knowledge workers.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
- The most important word of our mission is âprofessionalsâ. It has always been our exclusive focus in the contest within we operate.
- This result has been achieved in large part due to our continue focus on placeing our memeber first and on our core value proposition «Connect talent with opportunity at massive scale»
- Our immediate to intermediate term focus (one to three years) will be to continue to invest in the same value propositions that got us to where we are today With regard to our members, we'll continue focusing on helping them build their: 1. Professional identity (who they are) 2. Networks (who they know) 3. Knowledge (what they know)
- With regard to our customers, weâre changing the way companies: 1. Hire 2. Market 3. Sell 4. All built on a scalable sub/payments platformÂ
- Our vision: Create economic opportunity for every member of the global workforce â all 3 billion
- We think about economic opportunities in three distinct ways. For those who are unemployed, it's about finding work. For those who are gainfully employed, but uninspired by what they're doing, itâs about realizing your dream job For those who are already in their dream job, itâs about being great at that work and once you achieve greatness, itâs about giving back and sharing your insights and your perspective with others who aspire to be great as well.
- Our dream is to help people more easily navigate this increasingly challenging 21st century global economy by developing the world's first economic graph, i.e. we want to digitally map the global economy and in doing so, create economic opportunity for every one of the 3B people in the global workforce. We want to create a digital profile for every member of the global workforce We would like there to be a digital profile for every company in the world, and who you know at those companies up to three degrees to help you get your foot in the door. We would like to have a digital representation of every job offered by these companies, full-time and part-time for profit and volunteer. We would also like there to be a digital representation of every skill required to obtain these jobs. And a presence for every higher educational organization and learning and development tool that would enable the members to obtain those skills. And lastly, we want to be in a position where we can overlay the professionally relevant knowledge for every one of those individual members, companies and universities to the extent they want to share it. Then we want to step back and allow capital, all forms of capital, intellectual capital, working capital and human capital to flow, to where it can best be leveraged and in doing so, help lift and transform the global economy.
- Linkedin non Ăš un database â Social media PerchĂš usiamo I social media? Take Facebook as an example, the idea is to build a community around you of friends and like minded people to communicate with and share content that is relevant and engaging to your friends. LinkedIn is no different its about building a Followers ecosystem around you of relevant contacts who are interested in you, your company and what you have to say. Also, the social web has also dramatically changed how we process information, make decisions and look for work. We want and expect information to be as relevant and as personalised as possible. We now trust social platforms to help us make purchasing decisions e.g. trip advisor etc âŠ. We are so research focused now and have so much more information that 57% of the decision to âbuyâ is now made before any commercial contact with your business. This now applies about how we think about recruitment and finding our next job.
- LinkedIn gives you access to over 300 million professionals world wide â but as we all know they are not all interested in a now job but are open to relevant opportunities. You need to think about passive candidates as people who are not yet ready to buy your services.
- So if you want to effectively engage with your target audiences on LinkedIn you need to start to think and act like a marketer. You are trying to build a relationship with people who are passive i.e. not ready to buy so these guys need to be nurtured to ensure you receive a positive response when you start to engage. Social media helps you build and maintain these relationships outside of the points of direct contact you may have with them. And by thinking and acting like a marketer you will be more efficient in how you engage with your core audiences.
- One of the most common misconceptions around LinkedIn is that most recruitment companies treat us as a job board and a database, but to fully understand how to get the best from LinkedIn you need to treat it as a social media channel. Lets take a second to think about the purpose and reason as to why we use other social media platforms. Take Facebook as an example, the idea is to build a community around you of friends and like minded people to communicate with and share content that is relevant and engaging to your friends. LinkedIn is no different its about building a Followers ecosystem around you of relevant contacts who are interested in you, your company and what you have to say. Also, the social web has also dramatically changed how we process information, make decisions and look for work. We want and expect information to be as relevant and as personalised as possible. We now trust social platforms to help us make purchasing decisions e.g. trip advisor etc âŠ. We are so research focused now and have so much more information that 57% of the decision to âbuyâ is now made before any commercial contact with your business. This now applies about how we think about recruitment and finding our next job.
- So, your LinkedIn strategy should consist of three very simple steps.
- So to start to warm up and nurture your core audiences we need to market your company and start to grow your Followers. To achieve this we take a brief from you in terms of really understanding who exactly is your key market in regards to clients and candidates. We then target them with a highly effective and relevant advertising campaign. The goal of this is to promote your brand but more importantly, grow your Followers
- We then leverage your most valuable and networked asset â your employees. Each month your employees are receiving nearly 2,000 views to their profiles from LI members who are potential candidates, clients and consultants. Currently when they view your employees they are shown a generic ad campaign. We turn this missed opportunity into a marketing opportunity by encouraging these guys to Follow your company or apply for a relevant job. We import that LinkedIn members profile picture into this add unit which helps engage and grow your Followers. Lets take a look in a little more detail who is looking at your employees.
- Your goal should be to grow your Follower's on LinkedIn â by building relevant Followers you will be far more successful both placing candidates and winning new business
- STARTS WITH BUILD BOLD AND THEN TRANSITIONS TO ENGAGE
- The second most important asset you have is your company presence. We help you build out dynamic content that will be relevant for your audience whether they be candidates, clients or potential consultants. We serve relevant images, engaging video content and relevant jobs. We also enable this audience to Follow your company from this page. We have found our customers who invest in building out this content have a significantly higher response rates to their job and Inmails and give potential clients, candidates and consultants are far more richer and relevant experience.
- By having a thoughtful approach to providing content updates you influence the early stages of the purchasing decision process and demonstrate your domain expertise through adding value and being a thought leader to your Followers. So when your consultants start to reach out to candidates and clients you have built your reputation as a relevant and appropriate partner. You also leverage the power of social media by your Followers amplifying and sharing this content amongst their network, and as you know â good people know good people. We also provide full reporting and consulting services around understanding how to build and deploy a thoughtful content marketing strategy.
- If you are looking to exponentially grow your Followers and add value outside of your Follower base we have a product called Sponsored Updates that can achieve this. We take a brief from you in regards to an ideal new target audience â this could be useful when opening a new desk or new office in a region where you are not well known. You then send out a status update to this audience that is delivered and high lighted within their LI homepage. This status update could have a series of calls to action ranging from visiting your career page, viewing relevant jobs or Following your company. Again, this is designed to nurture a new audience for you which means when your consultants start to reach out they will receive a far higher and positive response rate.
- And finally we have the engine room of the solution. Our Recruiter and RPS platform gives you unrestricted access to all 300+ million LI members and allows you to access the right talent in a far more efficient and effective way. As a business you also maintain all the associated IP and we see Inmail response rates from Followers V non Followers being up to 100% higher.
- By building and engaging with Followers your response rates from job postings will be far higher. We find Followers of a company are 3x more likely to apply for one of your jobs than a non Follower. Let me explain how they work ⊠(include new feature of every application has to now âopt outâ from the company they applied to.
- So LinkedIn has all three of your core audiences to help your business be successful. By building your Followers from candidates, clients and consultants you will achieve far higher results and the strategy you need to deploy for each of these is around the concept of âbuild, engage and recruitâ.