This document discusses social recruitment on LinkedIn and strategies for using LinkedIn effectively. It notes that social recruitment requires developing deeper employee relationships online and offline. LinkedIn membership is dominated by technology and certain industries and demographics vary by region. Successful companies use LinkedIn to showcase their employee brand and talent to clients. Developing a LinkedIn strategy requires understanding trends, competitor practices, and customizing content, jobs, and company pages for local audiences while highlighting company culture and people.

1. Social Recruitment – Worth the hype?
January 2012
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2. Sections
• Background
• LinkedIn - Why is it important?
• Strategy Considerations

3. Social recruiting requires greater employee intimacy
• 21st century recruiting models are
about employee intimacy at scale.
• Social recruitment is not only about
hiring - it is about the whole
relationship with the customer
across every touchpoint, and how
this affects satisfaction,
recommendation and influence.
• Organising for social recruitment
means building on existing
strengths and developing deeper
relationships online and offline.

4. Social is impacting the recruitment journey

5. Social recruiting has several components to make it work
Audience Segmentation
“ The social group we are targeting”
Channels Content
“The channels we use to “The information we share” i.e.
engage on” i.e.Facebook, blogs, thought leadership,
Twitter, LinkedIn, YouTube, profiles, video
Company Page, Forums
Analytics
“ Using data to drive change real-time”
Roles
“Who’s responsible for what”
Governance
“ How we engage on social networks”

7. • Networking is becoming
global, intimacy at scale
• 80% of members come from
10 countries (UK,
Netherlands, Spain, Italy,
France in Europe)
• Biggest growth is in South
America, Asia; while European
numbers are much lower,
suggesting market saturation

8. Presence on LinkedIn is dominated by key industries
• Demographics vary by
region; Europe’s largest
group is 35-54
• Unsurprisingly, high
technology is leading the
charge in adoption, and
use of new LinkedIn
features and capabilities

9. LinkedIn is about networking not only hiring
• The most successful
companies are using LinkedIn
to show the employee brand,
but also showcase the caliber
of staff to potential clients
Employees who are on • A successful LinkedIn
LinkedIn independently,
identifying themselves with
strategy relies on all
their organisation and employees playing a part, not
active in groups!
just recruitment
• The line between personal
and professional becomes
blurred

10. It is evolving constantly, with significant impact

11. Governance and awareness play a key role
Privacy
• Control and changes are with
LinkedIn and require constant
monitoring
Personal vs. Public
• Clarity regarding what can and
can’t be public on personal profiles
(client names etc)
Rules of Engagement
• How employees can and should
engage on LinkedIn

13. To build strategy, we need to look at various sources
• Review the trends and
features in LinkedIn and how
they align to social recruiting
• Identify leading practices
among industry peers and
beyond

14. Features are allowing companies to tailor their presence
Customisation
• Creating a page for a specific geography (country) with local information and job openings
Content
• Outlining exactly what your company offers by service line or category
Experience
 Ensuring prospective employees and clients get an understanding of the people and the culture
though testimonials, video and engagement
Employee Engagement
• Ensuring employees are present and active on company pages through recommendations,
visible contact points and content

15. Localised content with focus on the people- IBM
About IBM- The Issue
 Global company with 427,000 employees and
a diverse opportunities
 Varying perception of who IBM is and what
future hires can expect
The Response- Customised
• Localised job listings with tailored
messaging
• Clear articulation of “Why IBM?” linked to
great YouTube content
• Embedded banner to career page to make
applying easy
• Recruitment lead attached to every
opportunity

16. Clear focus on what we do and what people think- Bain
About Bain- The Issue
 Global firm with large number of service lines;
finding what you need is difficult
 Part of the global fight for top-talent- getting
the right people to apply
The Response-Content
• Detailed info about each service line both
“what we do” and “how we do it”
• One of the first consulting first recruitment
firms to use recommendations- though at a
global level
• Recruiters linked to every job- though
selection is not localised to geography

17. Featuring employees and their experience - Diageo
About Diageo- The Issue
 Popular brands and place to apply for- make it
easy for high caliber candidates to apply
 Part of the global fight for top-talent- getting
the right people with the right culture fit who
live the purpose 'Celebrate life every day,
everywhere'
The Response- Experience/ Employees
• Heavy focus on the culture and values in
the career description, including using
YouTube channel
• Employee testimonials feature heavily “why I
chose Diageo”
• Clear links to more career info across all
channels
• Recruiters linked to every opportunity

19. Contact details
• Dominika.tomek@dachisgroup,com
• @dominiktomek