The document outlines the workshop agenda focused on the benefits of aligning corporate, talent, and consumer brands through social recruiting strategies. It highlights the importance of a unified branding approach, which can boost sales and enhance recruitment marketing efforts on platforms like LinkedIn. Additionally, it emphasizes the need for strong collaboration between HR and marketing to attract qualified candidates and build a robust employer brand.

1. Social Recruiting
Benefits of aligning corporate, talent and consumer brand
28th June 2016
1

2. Workshop Agenda
 15:00 An integrated approach - LinkedIn Team
 15:40 Customer Testimonial - Luigi Bellopede, Prysmian Group
 16:20 Workshop in groups
 17:15 Wrap up and conclusion
 17:45 Aperitivo in cucina

3. LinkedIn
Team
Tomaso Giusti
Talent Brand Consultant
tgiusti@linkedin.com
Cristina Arbini
Talent Brand Consultant
carbini@linkedin.com
Beatrice Guasti
Media Manager
bguasti@linkedin.com

4. 4
 Giulia, 35 years old from Milano
 She is a Fashion Designer
 Blogger
 She buys Luxury products online and in store
 She saved some money she’d like to invest

5. Corporate Brand
Consumer
Brand
Brand
Essence
Talent Brand
Investors
Influencers
Partners
Customers
Employees
Candidates

6. Source: LinkedIn data – January 2015 – July 2015 for the top 100 companies with the strongest talent brand on LinkedIn
SALES RECRUITMENT
EMPLOYEE
ENGAGEMENT
MARKETING
The Rewards of The Unified Brand

7. Data: January 2015 – July 2015 from LinkedIn.com for 486 companies.
A Unified Brand boosts Sales by 35%

8. Taking an integrated approach to Consumer & Talent branding reaps
significant benefits on LinkedIn and beyond
HR
benefits
Mktg/
Comm
Benefits

9. Unified Branding drives
business growth & savings

10. Developing
Foundational
Strategic
Traditional
Strategic Approach to recruitment and TA:
Maturity Model

11. Developing
Foundational
Strategic
Traditional
BrandJobs
Metric
s
SourcingPartnership
Reactive, over-reliant on
agencies
Engage with strong
pipeline of leads and
‘silver medalists’
Team-wide pipelining
with engaged talent
communities
Post-and-pray
Targeted engagement
to attract highly
qualified candidates
Talent segmentation and
prioritization
Defined employer
brand strategy
Established metrics
and benchmarks
Influential talent brand
engaging employees and
candidates
Build internal capabilities
to focus on passive talent
Jobs on niche boards and
social platforms
Understanding
of employee
value proposition
Data driven decision
making
Talent Acquisition
separated from HR
Strong collaboration
with Marketing, PR,
Communications
Strategic business
advisor to C-Suite
Engage HR counterparts
and Hiring Managers
Talent Acquisition Team Skills and Capabilities
BrandJobsMetrics
Maturity Model Details

12. 15

13. Social Recruitment = Recruitment Marketing
17
1) Target Definition 2) Social Funnel 3) Project Plan
How companies can be successful on LinkedIn?

14. 18
Recruitment Marketing: applying marketing capabilities for effective
and scalable recruitment activities
1) Target definition
Social Recruitment = Recruitment Marketing

15. Social Media Funnel

16. 20
The more they see you, the
more they know you.
Grow your follower base in
quality, not just in
quantity!
The more relevant your content, the more likely they are to
consider your company.
Give your KEY AUDIENCE the best landing page EVER!
Social Recruitment = Recruitment Marketing

17. 21
The more relevant your content, the more likely they are to consider your company.
Give your KEY AUDIENCE interesting content to engage with!
Social Recruitment = Recruitment Marketing

18. 22
 The more personalized the experience, the more likely they are to apply.
Help your recruiters to contact TARGETED passive candidates AT SCALE (2,500 users per launch)!
Social Recruitment = Recruitment Marketing

19. 23
Your recruitment marketing plan (example)
Project plan

20. 24
Luigi Bellopede
Prysmian Group
Customer Testimonial

21. Prysmian Group

22. 26
HR – Roadshow 2016
Prysmian Group

23. 27
HR – Roadshow 2016
MAKE IT
BUILD THE FUTURE
PRYSMIAN
ACADEMY
P3 PEOPLE
PERFORMANCE
P4 PEOPLE
POTENTIAL
Assessing
Training
Strategic Recruitment
Leadership and
Technical Training
Performance
Management
Talent Assessment
and Succession
Recruiting
Engagement Measurement Surveys
VIEW POINT
Developing
Talent and People Development
People Decisions makes the difference. Minimize Mistake
Provide the right people in the right positions and at the right moment.

24. 28
HR – Roadshow 2016
Our journey
Developing
Foundational
Strategic
Traditional
BrandJobsMetricsSourcingPartnership
Reactive, over-
reliant on
agencies
Engage with strong pipeline
of leads and
‘silver medalists’
Team-wide pipelining
with engaged talent
communities
Post-and-pray
Targeted engagement
to attract highly
qualified candidates
Talent segmentation and
prioritization
Defined employer
brand strategy
Established metrics
and benchmarks
Influential talent brand
engaging employees and
candidates
Build internal capabilities
to focus on passive
talent
Jobs on niche boards
and social platforms
Understanding
of employee
value proposition
Data driven decision
making
Talent
Acquisition
separated
from HR
Strong collaboration
with Marketing, PR,
Communications
Strategic business advisor
to C-Suite
Engage HR counterparts
and Hiring Managers
Visionary
and sense of
urgency
Understanding
Product and
Result

25. 29
HR – Roadshow 2016
BUILD THE FUTURE
STRUCTURED
RECRUITMENT PROCESS
2800 2215
5009
15020
20000
1st wave 2nd wave 3rd wave 4th wave 5th wave
20.000 APPLICATIONS IN WAVE 5
Goal: Hiring other 200 Graduates in the next 5 years
GROUP INDUCTION
AND TRAINING
12 MONTHS JOB
ROTATION
INTERNATIONAL
ASSIGNMENT
MENTORSHIP
PROGRAM
~170 GRADUATES
27
19
36 39 40
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
12
4
21
8
5
11
16
20
54
6
6
Asean
Australia
Central East Europe
China
Netherlands
North America
North Europe
South America
South Europe
Turkey
UK

26. 30
HR – Roadshow 2016
MAKE IT
NEW EMPLOYER REPUTATION
ON PROFESSIONAL MARKET
STRUCTURED RECRUITMENT PROCESS
Hunting 200
Professionals in 4/5
Years with an ideal
successful
experience of 3/5
years in Factory
roles
6000 Applications Received
~1800 Screened
~150
Assessments
~100
Interviews
50 HIRING
5
2
3
17
1
2
9
1
2
7
1
South America
Australia
Asean
Central est Europe
China
North Europe
South Europe
Netherlands
UK
North America
Turkey

27. 31
HR – Roadshow 2016
Employer Branding reputation
4200 2312 2010 1670 1222 1060 890 840 813 760 510 490 490 435 350 350 299
1702
343 823
27
340
241
159
607
83
213 37 50 171
55 68 65
Make iT
Graduate
Quantity of Applications
Qualityofapplications
Brazil
Asean
Italy
Netherlands
Germany
Argentina
Australia
UK
Spain
N.Europe
China
Est Europe
France
Usa
APPLICATIONS GRADUATES 5 -MAKE IT
Turkey
2Q- ATTRACTION MATRIX
Romania

28. 32
HR – Roadshow 2016
About Linkedin
From 0 to 38,320 LinkedIn followers
From 0 to 20 Job Slot
From 0 to 2500 Mails*
From 0 to 10000 applications*

29. ©2015 LinkedIn Corporation. All Rights Reserved.
Your follower base has been positively impacted by the ad campaigns
33
Follower Growth
Followers are 78% more likely
to respond to an InMail
79% of LinkedIn members are interested in job
opportunities at companies that they follow
Since May 1st 2015: +15,827 Followers ; +72% increase in Followers

30. 34
Follower Insights
​Excluding your own employees

31. 35
Engagement on Jobs
 Clicks on Jobs reach a peak during the follower campaign period!
2.518
 Similar results can be reached during content marketing campaigns,
especially if the sponsored topics are HR/jobs/employer branding related

32. ©2015 LinkedIn Corporation. All Rights Reserved. 36
Talent Direct campaign
Talent Direct Performance:
 Email Delivered: 3,113
 Email Opened: 2,200
 Open Rate: 71%
 Total Leads in Recruiter: 468
 Response rate based on open 21%
Designed to drive applicants to your recruiter

33. 37
Thank you