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1. Optimising Your Jobs & LinkedIn Careers Page

2. Optimising Your Jobs & LinkedIn Careers Page

3. Agenda
How Your Jobs and LinkedIn Careers Page drive the LinkedIn Ecosystem
What Are the Steps Needed to Bring Your Careers Page and Talent Brand to
Life
Why Your Jobs are Key to Driving Your Talent Brand
Why Your Followers are Important
Key Takeaways
Q&A

4. Imagine LinkedIn is a big Shopping Mall
How would you drive people to your shop and make it stand out?

5. Remember also that these
are mostly Window
Shoppers.
So 80 % of these shoppers may
already have what they need
These can be the toughest
people to attract as they aren’t
actively looking to buy.

6. Your products are your jobs, and you want
people to ‘buy’ or apply to them
 How do you notify a target of brand new people about your shop & drive traffic there?
 Job Slots act just like a magic billboard / directory right inside the shopping mall lobby.
 Members only see ad messages most relevant to their needs, diverting them to your store.

7. How do you heavily promote a particular product in your store?
 You can sponsor jobs in case of an urgent, hard to fill or business critical role.
 These jobs appear more in this mall ‘directory’ and so logically get a higher likelihood of
application and ultimately more applicants.

8. So you have spent time and money reaching out,
and getting the buyer to check out your shop…
What does it look like inside?
Would you want to ‘buy’ what’s on the shelf (i.e. your jobs)?
What first impression do you want to create for the customer?

9. Like This?

10. Or Does it Look
Like This?

11.  Positive engagement
 Quality reinforcement
 Focusing on full benefits, not just price alone
 Increased likelihood to buy

12. Bringing it back to LinkedIn, how has a real life
customer successfully achieved this?
 Family run business
 Key business challenges that
prompted them to build the
LinkedIn Careers Page
 Identified the key champions
internally to drive the building
of their brand on LinkedIn

13. How did Hager Group bring their Employer Value Proposition
(EVP) to life?

14. Key Steps to Bring Your Careers Page
and Talent Brand to Life

15. How do you bring your brand to life?
Goals from your LinkedIn Careers Page
Excite members about what’s happening at your company
Increase awareness of hiring at your company
Evangelize your company culture
Increase likelihood of action

16. Module 1: Your Banner
 Create an engaging banner to showcase your
employment brand and capture your audience’s
attention
 Images of people are found to be more engaging
 Use large bold images to make an impact
 You can specify a URL to make image clickable
and link to other assets
Your banner
Tagline & Subheading
About your company
Employee Spotlight
Additional Info.

17. 1: Banner Tagline / Subheader
At Hager Group people are the key to success
Brand Summary
Summarize your branding message to help members better
understand and identify with your company and opportunities
Clear Message
Communicate the heart of your branding message clearly with a
succinct and prominent headline
Call to Action
A call-to-action communication in the sub heading is more effective
and engaging
Tagline
Try to keep tagline brief and meaningful
Buzzword
Avoid buzzwords like ‘out of the box,’ ‘one-of-a-kind,’ ‘innovative’ unless
genuinely meaningful or applicable
Your banner
Tagline & Subheading
About your company
Employee Spotlight
Additional Info.

18. 2: About The Company
 Create custom content to reinforce your branding
message through text, a video and helpful links
 You can embed a video, a Slideshare presentation or
an image to talk about what makes your company a
unique
 Ideal videos are under 2 minutes and include a
video title. Embedded Slideshare presentations
should ideally be < 10 slides
 Communication from your leadership sparks more
interest with members
Your banner
Tagline & Subheading
About your company
Employee Spotlight
Additional Info.

19. 2: About The Company (2nd module)
 Integrate your corporate assets
seamlessly in this custom module
 Expose members to your brand by
including links to a company
blog, Twitter feed, Facebook page or
your Instagram account
 Have brief and clear link descriptions.
Also try to include ‘call- to-action’
relevant to your assets
Your banner
Tagline & Subheading
About your company
Employee Spotlight
Additional Info.

20. 3: Employee Spotlights
Your banner
Tagline & Subheading
About your company
Employee Spotlight
Additional Info.

21. 3: Employee Spotlights
 Include testimonials that describe diverse aspects of
the work culture & reveal why they chose to work at
your company. Showcase their stories!
 Employees who have peer recommendations on
LinkedIn & have relatively longer tenure make good
brand ambassadors
 We recommend selecting 2 featured employees to be your brand ambassadors
 Select employees who have a LinkedIn profile picture to make a stronger impression
Your banner
Tagline & Subheading
About your company
Employee Spotlight
Additional Info.

22. 4: Jobs
 Relevant jobs personalised for each user
 Make sure to post all of your professional positions to
LinkedIn, so that every member visiting your page sees
roles relevant to them
 Ensure the job poster is tagging jobs on LinkedIn with
the company name
Jobs
People
Recent Updates

23. 5: People
 Encourage 100% employee presence
on LinkedIn
 Your employees are your best brand
ambassadors
 Share tips with your employees to
effectively complete their LinkedIn
Profiles
Jobs
People
Recent Updates

24. 6: Recent Updates
Jobs
People
Recent Updates

25. 6: Recent Updates
Vary Your Content
Share interesting insights &
content about your company
(‘A Day In The Life’,’ Thought
Leadership’, Company News)
Jobs
Post Consistently
Companies that post 20 times
a month reach at least 60% of
their unique audience
People
Keep It Brief
Keep your posts brief and punchy.
Updates with < 50 characters
drive 28% higher engagement
Recent Updates

26. Key takeaways for your LinkedIn Careers Page
Think visually - Use bold images to give a real-world
glimpse into your organization
Think digitally - Whatever you say, keep it brief.
Online - attention spans are shorter
Think video - Showcase real people with real stories to
engage members more deeply.
Think customised - Adapt your content to viewers
based on their LinkedIn profiles. Target based on job
function, industry, geography, etc.

27. Why Your Jobs are Key to Driving
Your Talent Brand

28. Why your Jobs are key to driving your brand
Your LinkedIn Careers Page branding now becomes a key feature of your job postings!
Job titles driving targeted opportunities to the LinkedIn member’s home page

29. How your LinkedIn Careers Page & Jobs work together
 Rich media (video or photo) as well as recent
updates are imported into your Job Description
from your Careers Page
 Result: an engaging and inviting experience for
the job viewer!

30. Key takeaways for your Jobs
Think of your audience - Job titles driving targeted
opportunities to LinkedIn members
Think social - Let your jobs go viral by sharing with
your network on LinkedIn, Facebook, Twitter
Think customised - Engage talent with personalised jobs
on your Careers page and employee profiles

31. Why Your Followers Are Important

32. For example - companies in France who have a
LinkedIn careers page
have on average 3.1X more followers
than companies who just use Recruiter and Jobs Slots.

33. So what? Why do I need Followers and how do they tie into my recruitment solution?
For these companies in France who have a
LinkedIn careers page, a follower is
110% more likely to respond to an InMail
from your recruiters
vs. a non-follower.

34. Followers make a difference
6
78%
More likely to accept
Recruiter InMail
The average number of
companies that members
follow
3x
Remember : You can Filter Recruiter
searches for candidates that are currently
following your company
6x
More likely to apply
For jobs at companies they
follow
10x
More likely to share
Content distributed by
companies they follow
More likely to view
LinkedIn Career Page
61%
More willing to be your
brand ambassador

35. What do followers mean for your employer brand?
Our member gets…
- Your news stories in their news feed
- Relevant jobs in their news feed
- Your company status updates
As en employer you get…
- Engaged talent pool
- Long term relationship
- Brand evangelists
- Increased Job distribution

36. How to leverage employer brand insights?
 Start finding out about your followers
on your company page
 Discover who your followers are and
what they’re doing
 Keep your conversation relevant by
targeting your followers
 LinkedIn can provide even deeper
insights into your follower base

37. Key Takeaways

38. Optimise Your Jobs & LinkedIn Careers Page
 Your Jobs and Careers Page drive the LinkedIn Ecosystem
 Key Steps to bring your Careers Page and Talent Brand to life
 Your Jobs are key to driving your Talent Brand
 Followers are highly valuable asset for your company