LinkedIn Workshop for Search and Staffing Professionals

Eva de Lacy Staunton
Sales Manager EMEA, Search & Staffing

Connect the world’s professionals to make them more productive and successful
Our mission

Create economic opportunity for every member of the global workforce
Our vision

Create economic opportunity
Realise your
dream job
Find work
Be great at what you do

THE WORLD IS CHANGING FAST…
Candidates & Clients
More Connectivity
More Choice
More Channels
1980’s
1990’s
2000’s
2010’s
Filing Cabinet
Recruiters
Offline Database
Job Channels
Social Media

PROFESSIONALS USE LINKEDIN FOR 3 VALUABLE REASONS
KNOWLEDGE
The definitive professional publishing platform
NETWORK
We connect the world’s professionals
IDENTITY
The professional profile of record

are passive and not looking to move
80%
60%
of them are open to opportunity!!

THE BEST RECRUITERS ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING
1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY
2

LINKEDIN HAS EVERY AUDIENCE YOU CARE ABOUT…

WE RECOMMEND 3 SIMPLE STEPS
YOUR FOLLOWERS & YOUR BRAND
NURTURE YOUR TARGET AUDIENCES
DO WHAT YOU DO BEST
BUILD
ENGAGE
RECRUIT

Building your brand & engaging your target audience
Rob Leach
Media Consultant
LinkedIn

Every candidate, client and consultant you have ever done business with has been on the same journey
The Journey

The Funnel
Unaware
Aware
Considering
Hired
These are the three steps on your journey

“The best recruiters act like marketers…”
25

Great recruiters think about jobs the way marketers think about products
Strong brands move people toward purchase long before they enter the store

Social Media is here to stay. Embracing its power is key.
57%
of the decision to ‘buy’ is now made before any commercial contact with your business

Creating followers will fuel your success
?
?
?
?
?
?
?
?
?
What good is a post on Facebook if you have no friends?
Followers are more likely to recommend
your business
2.5
x
78%
Followers are 78% more likely to respond to an InMail
of members are interested in job opportunities from companies they are following
79%

Know your audience
Your target market is your ideal candidate, so create a profile of that person.
What is their background?
What defines them?
Where are they online?
Give them a name and a picture – make them real!
Figure out what will capture their attention.
What is that person interested in, what does that person care about, what else are they doing
online?
Position your business
as an expert, authority and place to go for any information or
guidance in their space.
Be relevant, be authentic and be personable.
Create videos, interview your people or industry experts, share information from events, write blog posts and e-books on the state of jobs in your industry, create salary surveys.
Put this content in the right places.

“Brand is simply an organisation, product or service with personality”
Wally Olins

The Value of Brand
We know that strong brands with good reputations have 31% better total return to shareholders than the MSCI World average. (McKinsey Report)
B2B companies with strong brands outperform weak ones by 20%, according to McKinsey Report.
“People’s willingness to buy, recommend, work for and invest in a company is driven 60% by their perceptions of the company, and only 40% by their perceptions of their products.”
Kasper Ulf Nielsen.

Building Awareness on LinkedIn

Storytelling is the most powerful way to put ideas into the world today.
- Robert McAfee Brown

“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Seth Godin

Recruitment is a story telling business
CVs
Career
Achievements
Expertise
Jobs
Companies
History Culture Requirements

An amateur football manager’s story
Who are we?
Why are we here?
What is our mission?
What do we do?

What does that mean for you?
An amateur football manager’s story

5 stages in a story
Who am I?
•Introduction to you/your business. Easy to tell across multiple channels. Recruiters know this inside out.
Why am I here?
•What is the business’ purpose and the purpose of the content you are creating.
My mission
•What you/your business stands for.
What I do
•Your mission should be more “why” and this is more “how”. Find your USP.
What that means for you
•Case studies and testimonials. Success stories.

Small agencies telling a great story

What’s next?
Create your online presence
Build your target audience profile
Develop your content
Tell your story!

Market Insights
Roxane Bal
Insights Analyst
LinkedIn

50
What does the Staffing industry represent in Ireland?
How is Talent migrating in and out of Ireland?
KEY TAKEAWAYS

To create research & data-driven insights to power the world’s most effective sales & marketing
51
Insights Team Mission

53
1 M members in Ireland Representing 1 in 75 members in Europe

54
Source: LinkedIn data – Members indicating working for a company in the Staffing industry in Jun’14 vs in Jun’13
Staffing is the #2 Fastest growing industry in Ireland

55
1 in 61
Staffing companies in Europe
Are headquartered in Ireland
Source: LinkedIn data – Members indicating working for a company in the Staffing industry as of Aug’14

56
1 in 58
Staffing employees in Europe
Are located in Ireland

57
Staffing employees in Ireland have
8x more connections
than the average member in Ireland

58
Staffing employees in Ireland are visiting LinkedIn 5 more days per month compared to the average member in Europe

59
Staffing employees in Ireland are 11% more likely to access LinkedIn via mobile than the average member in Ireland

Our vision is to create economic opportunity for every member of the global workforce.
61
Jeff Weiner

What information is stored in the LinkedIn profile?

By analyzing millions of these profile changes, we can spot global talent migration trends

And we can see which skills are migrating as well

Using LinkedIn data, we can identify migration trends between countries

Source: LinkedIn Blog: http://blog.linkedin.com/2014/05/20/careers-that-will-move-you-what-it-takes-to-work-around-the-world/

members moved to Ireland to
start a new opportunity in 2013
16,900

1
2
3
4
5
United Kingdom
United States
Spain
Australia
France
Top 5 Countries
61% of professionals moving to Ireland
are coming from other parts of Europe

Let’s zoom in on a skill area with a high inflow of talent

1
2
IT Infrastructure and System Management
Web Programming
Java Development
Software Engineering Management
Database Management and Software
United Kingdom
India
Italy
United States
Spain
3
4
5
Top 5 Skill Sets
Ireland is attracting IT professionals

members moved out of Ireland to
start a new opportunity in 2013
17,900

1
2
3
4
5
United Kingdom
United States
Australia
Canada
France
Top 5 Countries
56% of professionals moving out of Ireland
are moving within Europe

Let’s zoom in on a skill area with a high outflow of talent

1
2
Marketing Event Management
Digital and Online Marketing
Social Media Marketing
Market Research and Insights
Database and Direct Marketing
United Kingdom
Australia
Canada
France
United States
3
4
5
Top 5 Skill Sets
Ireland is exporting Marketing professionals

The world is linked – trading talent back and forth

Simple profile updates can, in aggregate, speak volumes about the global economy

LinkedIn Workshop for Search and Staffing Professionals

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