Keep your contacts warm between recruitment cycles.

1. ​ Stephanie Wilbrandt & Jill Bockenstette
​ Media Solutions Consultants
​ LinkedIn
Social Recruiting at Scale:
The Art & Science of Recruiting
Like a Marketer

2. Value of social recruiting/selling

3. 3
What is social
recruiting/selling?

4. 4

5. 5
Why is social recruiting/selling important?
60% of buyers’ decisions are made prior to any direct contact with a salesperson.
69% of recruiters expect competition to increase in 2015.
​ To succeed, 73% of recruiters plan to invest more in social recruiting.
​ 56% of B2B buyers have used LinkedIn to support their purchase process during
the past year. Source: IDC Research
Jobvite, “2014 Social Recruiting Survey,” August 2014.
Sources: Kathleen Schaub, IDC, “Social Buying Meets Social Selling: How
Trusted Networks Improve the Purchase Experience,” April 2014.

6. 6
How do you use LinkedIn for social selling/
recruiting?

7. Efficiently engage with clients &
candidates on a consistent basis

8. 8
Before we dive in, take note of these 3 tips:
1. It’s a commitment
2. Know your audience
3. Don’t forget about mobile

9. Professionals come to LinkedIn to develop their careers, not just to
find jobs
9
Why are professionals on LinkedIn?
Identity
Connect, find, and
be found
Insights
Be great at what
you do
Everywhere
Work wherever our
members work

10. Take the reins on others’ first impression of you
10
Identity: What does your online brand look like?
​ Your professional brand:
ü Add a picture
ü Don’t copy / paste your resume
ü Include a personal headline
ü Write a summary (elevator pitch)
ü Point out your skills
ü Ask for recommendations
ü Own your public profile’s URL
Be a human first, recruiter second.
Why do you do what you do?
What is your passion?
What makes you good at your job?
How are you helping people?

11. Check the following off your to-do list
11
What does your firm’s online brand look like?
Build out your Company Page:
q Add a logo and banner image
q Write a company description
q Point out company specialties
q Differentiate from your competition
q Designate a page admin for company
status updates

12. 3 steps to follower growth
12
Extend your reach
1. Add a ‘follow’ button to your company website
• Make it easy for people who visit your website to follow you on LinkedIn. Add a
FREE follow button. *Check out Developer.linkedin.com/plugins.
2. Go social
• Cross promote your LinkedIn Company Page in LinkedIn Groups and other
social platforms like Twitter and Facebook.
3. Have employees spread the word
• Ask your team to include a link to your Company Page on their profiles and in
candidate/client communications. They can even embed the follow button in
their email signatures.

13. Your followers are a viable pool of candidates and clients
13
Why do Company Page followers matter?
ü 100% more likely to respond to an InMail from a company
that they follow
ü Nearly 50% more likely to purchase from a company that
they follow
ü 79% are interested in job opportunities from a company that
they follow
Source: LinkedIn research, December 2014

14. Step 1: Use a targeting framework to define your content audience(s)
14
Now that you have followers, engage them
Persona
Professional
Personal
Behavioral
Candidate
Title
Seniority
Experience
Skill
Education
Age
Gender
Location
Active on mobile
Time spent online
Client
Consultant

15. Step 2: Develop a content calendar
15
Set yourself up for success
Monday Tuesday Wednesday Thursday Friday
Status
Update
We couldn’t be more
excited to announce
this...
HOT JOB: Do you
love to be challenged
by your amazing
peers and clients
every day? Look no
further for the perfect
career move!
Developing apps
without being able to
test changes to your
code in real time is
painful. Check out
these tips on how to
alleviate the pain.
Calling all Stanford
techies…We will be
on your campus next
week -- let’s talk
about summer
internships. Click this
CheckIn link to pre-
register.
Friday fun: insert
image of team lunch
OR any catchy image
found online OR
interesting fun fact.
Content
Type
Press release Job post link Blog post Event registration Image
Target
Audience
Marketers UX designers Engineers Students Everybody
Publish
Where
LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook,
Twitter
LinkedIn, Facebook,
Instagram, Pinterest
Content
Themes:
Thought
Leadership
Talent Brand Company/product
news
Event promotion Just for fun

16. Step 3: Target who you want to reach using status updates
16
Right audience, right time, right content

17. Best practices for status updates and sharing content
17
Not sure what to post?
1. Provide value to the professional
Will your content help members be more productive and successful?
2. Think mobile first
Is there an image? Is the landing page or destination experience optimized for mobile?
3. Create a dialogue
Include a clear call to action if you want your followers to act.
4. Plan for the unplanned
Plan ahead and schedule content, but leave room for timely events and news.
5. Communicate frequently
Aim for 10-20 status updates per month.

18. Creative ways to provide
thought leadership and insight

19. Insert: Your audience’s news feed
How to stand out from your competition
19
Generate awareness about
your company
Build a community of
candidates
Promote news
or upcoming events
Establish yourself as thought
leader
Strengthen reputation as an
employer of choice
Build relationships by doing the
following:
Member News Feed

20. Check out these resources
20
Where can you find great content to share?

21. Scale your content
21
Don’t do double the work

22. 5 golden rules of InMail
22
Perfect your InMail approach
​ 1. Include an attention grabber and be brief.
​ 2. Focus on the opportunity, not the job.
​ 3. Time your outreach.
​ 4. Include a call to action.
​ 5. Test and learn. Use your InMail Analytics
report* to understand the effectiveness of
your outreach.
​ *Feature available in LinkedIn Recruiter and Recruiter
Professional Services.
Want to accelerate your career trajectory?

23. LinkedIn Careers Page, Targeted Ads, Sponsored Content
23
Next level efforts

24. Use data to track success

25. Use data to course correct
25
Optimize your strategy
Company A
Company B
Company CCompany A
Company B
Company C

26. View Company Page performance metrics
26
Test and learn

27. The Centrics Group
27
Customer highlight

28. Next steps
​ 5 takeaways to implement today
28
1. Own your own profile. Lead by example.
2. Update your Company Page. Post 1x/week.
3. Get the members of your team active on LinkedIn.
4. Always remember your audience.
5. Register for our
Social Recruiting
online series:
Build, Engage, Recruit
beginning March 4th: :
http://linkd.in/
1EZKQ0a

29. ©2014 LinkedIn Corporation. All Rights Reserved.
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