2. There Are Fundamental Differences Between
Active and Passive Candidates
Active Candidates Passive Candidates
- Will apply to ATS - Do not have a current resume
- Listen to opportunities - May listen to opportunities
- Respond quickly - Do not respond to “apply now”
- Seek information - Higher bar to respond
Recruiting Solutions
3. Let’s Surface Your Biggest Recruiting Challenges
Best Practices for Hiring Passive Candidates
Understand Position
your company as an
your target audience
“employer of choice”
Measure Engage
Results top talent
Recruiting Solutions
4. Let’s Surface Your Biggest Recruiting Challenges
Best Practices for Hiring Passive Candidates
Understand Position
How is your company
Understand Position
How do you position your
perceived as an employer company as an employer
your company as an
byyour target audience
your target audience? “employer of choice”
of choice?
Measure Engage
What tools do you use
Measure
What metrics do you use Engage
today to find and engage
to measure success?
Results top talent
professional talent?
Recruiting Solutions
5. Let’s Surface Your Biggest Recruiting Challenges
Best Practices for Hiring Passive Candidates
Understand Position
your company as an
your target audience
“employer of choice”
Recruitment Career Pages
Insights Work With Us Ads
Recruitment Ads
Measure Engage
Results top talent
Usage reports & metrics Recruiter Jobs For You
Campaign analysis Jobs Network Talent Direct
Recruiting Solutions
6. LinkedIn Recruitment Insights
Discover what candidates think about you and your competitors
Survey target talent
Benchmark versus competitors
Learn what candidates care most about
Recruiting Solutions 6
7. Benchmark Survey
Discover what candidates care most about and how likely they
are to consider working for you
Shape your message based on
what candidates care most about
Benchmark how desirable your
jobs are vs. the competition
Recruiting Solutions
8. Success Story: Recruitment Insights
Our initial belief:
Objectives:
Consultants like the work but Identify what management consultants value most in
are tired of the travel making career choices
Fine-tune employment value proposition to improve
The survey showed: passive candidate recruiting efforts
The majority of consultants
don’t mind the travel Results:
Importance of Limited / No Travel Changed focus of recruitment message
54% Highlighted different benefits with Talent Direct
Incorporating findings into new career site design
17%
“We thought we knew exactly what our candidates
cared about…but the survey was an a-ha moment.
Most Important Least Important Now, we’ve changed our messaging and more
Q: What are the 5 most and least important factors candidates are coming in.”
when considering a job opportunity?
–Michelle Sirott, Point B Management Consultant
Recruiting Solutions
9. Campaign Impact Survey
Measure your impact on candidate preferences and likelihood
to consider your jobs
Measure the change in the competitive
landscape after a recruitment
advertising campaign
Recruiting Solutions
10. Success Story: Recruitment Insights
ILLUSTRATIVE
Aware Dell’s hiring software engineers Objectives:
25 +100% 20 Understand software developer opinions of
Dell as an employer
10 10 Measure change in opinions after the
LinkedIn campaign
0
Pre Control Post
Results:
Likelihood to consider a job at Dell Awareness of hiring increased +100%
25
+50% Willingness to consider jobs increased +50%
15
10 10 “The end goal wasn’t to hire people but to change
minds regarding Dell as an employer of choice
with software developers; but we received much
0
more”
Pre Control Post
–Dell Senior Talent Acquisition Manager
Recruiting Solutions
11. Recruitment Insights - Offerings
Features Benchmark Survey Campaign Impact Survey
Survey Objectives • Benchmark candidate perceptions • Measure impact of recruitment
media on candidate perceptions
• Identify job attributes candidates care
most about
Survey Timing Standalone Survey After an Employer Branding
or Campaign*
Before an Employer Branding Campaign
Number of Completed 150 responses 250 responses – exposed to ads
Surveys
Delivery Time 4 weeks 4 weeks
Custom Questions Up to 5 Up to 5
*Must be packaged with a benchmark survey.
Recruiting Solutions
Editor's Notes
Passive candidates make up a large, high quality candidate pool. The highest quality candidates generally don’t post resumes or respond to job listings, they’re recruited by former bosses and colleagues to their next opportunity.LinkedIn provides the largest source of passive candidates – over 70 million and growing by 3 million a monthPassive candidates need to be recruited differently than active candidates They’re busy and already have a job they’re happy with, so the bar is higher to motivate them to respond They’re demanding because they already have a job, so you need to approach them with the right message to get their interestWith passive candidates, it’s more important than ever to be an employer of choice and know what it will take to convince these candidates to join your firm
LinkedIn Research Network was started two years ago to help market research firms conduct research with professional audiences. We serve a number of the largest B2B research companies and our background is firmly grounded in the market research industry.This year, we started applying our research capability to help hiring organizations source more effectively. What we observed was that best-in-class recruiting organizations understood their target candidates very well – how they were perceived by them, how that compared to competitors, and what those candidates cared most about in a job.We created Recruitment Insights to help all of our clients gain this understanding of their target talent.With Recruitment Insights, LinkedIn surveys a sample of your target candidates to discover:What do candidates think of you?How does that compare to your competition?What do your candidates care most about in their next job?Starts with a standard survey template making it quick and easy to conduct the research. Get results within 4 weeksYou pick the companies to benchmark against.We allow for additional questions so that you can customize it to meet your needs.We do the rest - execute the survey, collect results and prepare an easily consumable powerpoint report.
Here’s an example of the type of output included in a Benchmark ReportThe Benchmark survey provides insight into what your target candidates are looking for in their next job.We help you identify the most important elements of a job so that when you contact candidates your message will resonate with them. We’ve found that what matters most to candidates varies for each audience and is different by seniority, function, industry, geography, etc.Knowing exactly what candidates care about before you contact them will enable you to improve the response rate to your communications.Also, we benchmark how your company is perceived versus the competition.For example, one of the areas we benchmark is how likely candidates would be to consider working at each company. This will tell you whether you’re winning or losing the war for talent and to whom
The second type of Recruitment Insight survey is a Campaign Impact survey. The purpose of a campaign impact survey is to measure the effectiveness of an employer branding campaign in changing perception. Brand investments can be difficult to measure because success is determined by soft metrics like raising awareness and changing perceptions, which can’t be measured easily by click-through rates, number of pipeline candidates or number of hires.When companies run an employer branding campaign on LinkedIn, we recommend that they run a Benchmark survey before the campaign to establish a baseline of how the company is viewed. Then we run a Campaign Impact survey after the campaign which includes the same questions as the Benchmark plus additional questions about recall of the advertising. To measure success we compare the results and determine how much the campaign changed people’s perceptions. This provides actionable data to evaluate the brand investment and determine ROI.
