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Webcast LinkedIn e AIDP: Employer Branding
The document discusses employer branding strategies on LinkedIn. It summarizes a 2015 Talent Trends report, highlights LinkedIn as a large global pool of talent, and notes that the best recruiters approach job marketing like product marketing. A case study shows how one company grew its follower base by 378% and received over 170 leads through a multi-step process of building awareness, engaging audiences, and directly recruiting talent on LinkedIn.
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Webcast LinkedIn e AIDP: Employer Branding
- 1. Webcast LinkedIn perAIDP: Employer branding: rendi attraente la tua azienda per assumere i migliori talenti!
- 3. Agenda 2015 TalentTrends report Talent on LinkedIn Best recruiters act like marketer Case history Q&A
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- 5. Executive Summary Talent Trendsreport 2015: survey 20K professionals in 29 countries
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- 7. LinkedIn: A globalpool of talent 4M+ INDONESIA 3M+ PHILIPPINES 2M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 22M+ BRAZIL 118M+ UNITED STATES OF AMERICA 11M+ CANADA 31M+ INDIA 7M+ AUSTRALIA 1M+ NEW ZEALAND 4M+ SOUTH AFRICA 1M+ UNITED ARAB EMIRATES 19M+ UNITED KINGDOM 10M+ FRANCE 8M+ ITALY 2M+ BELGIUM 1M+ DENMARK 4M+ TURKEY 5M+ NETHERLANDS 2M+ SWEDEN 7M+ SPAIN 13M+ CHINA 400M+ Members worldwide +2 New members per second
- 8. 75% of membersare considered passive candidates – but most are open to considering a new opportunity Open to talking to a recruiter Completely satisfied; don’t want to move Reaching out to personal network Actively looking Casually looking a few times a week 12% 13% 15% 45% 15% Sweet Spot Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries
- 9. Knowledge The definitive professional publishingplatform Network We connect the world’s professionals Identity The professional profile of record Professionals come to LinkedIn to develop their careers, not just to find jobs
- 10. Act like amarketer
- 11. Great recruiters thinkabout jobs the way marketers think about products Strong brands move people toward purchase long before they enter the store
- 12. Your company’s reputationas a place to work is the single most significant and strongest driver of job consideration 17% The company has a reputation for great people 7% The company has a reputation for being prestigious 20% The company has a reputation for great products and services56% The company has a reputation as a great place to work Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries
- 13. Employer Branding isa form of Marketing Goal Audience Messaging Call to Action Customer Journey Sales / Fidelity Hires / Retention Prospects and customers Candidates and employees Consumer Value Proposition Employer Value Proposition Purchase our products or services Come work with us / Stay with us Awareness Interest Intent Purchase Awareness Interest Application Hire Marketing Employer Branding
- 14. LinkedIn Talent Solutionsallow you to connect with top talent strategically and automatically
- 15. Talent Brand Developmentmethodology Client Objectives Talent pool analysis Client KPI analysis Customized solution
- 16. Talent Brand Developmentstrategy: Generate Awareness Engagement Leads Hires Followers, impressions, ctr, clicks Content KPIs (impression, clicks, viral actions) Responses in recruiter, (open rate, applications)
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- 19. ©2015 LinkedIn Corporation.All Rights Reserved. Designed to drive candidates to the Client’s LinkedIn Career Pages 19 Recruitment Ad Campaign 600.000 Impressions campaign Target Geos: – Italy – US – UK – China – Spain – France – Turkey – Switzerland – Germany Industry: Luxury and jewelry, Apparel and Fashion Function: Retail Salesperson
- 20. 20 Campaign Performance 0 1,000 2,000 3,000 4,000 5,000 6,000 Jun-15 Jul-15Aug-15 Sep-15 Oct-15 Careers Page Views Media Traffic Organic & Other traffic *Industry Average click through rate for a 300x250 Banner: 0.08% Campaign live
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- 22. ©2015 LinkedIn Corporation.All Rights Reserved. Client’s follower base has been positively impacted by the ad campaigns 22 Follower Growth Followers are 90% more likely to respond to an InMail 79% of LinkedIn members are interested in job opportunities at companies that they follow 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 New Followers Followers During the campaign: +12,708 new Followers ; +378% monthly followers
- 23. Follower Insights Growth 1July – 1 November 2015 Growth Italy 57% US 51% UK 56% China 104% Spain 146% France 73% Turkey 116% Switzerland 89% Germany 79%
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- 25. ©2015 LinkedIn Corporation.All Rights Reserved. Client is engaging with the target with content and Jobs Career page engagement 1 76 93 1,297
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- 27. ©2015 LinkedIn Corporation.All Rights Reserved. The client is reaching the target with the right content Sponsored Updates Displaying the right content in front of the audience generates engagement, followers and brand awareness. Key results: - 821 followers - over 452,000 impressions - Average engagement is over 0,91% Client’s content: video and Store opening annoucement Client’s content: Brand communication
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- 29. ©2015 LinkedIn Corporation.All Rights Reserved. 29 Talent Direct campaign Talent Direct Performance: Email Delivered: 916 of 2,500 scheduled Email Opened: 537 Open Rate: 57% Total Leads: over 170 Response rate based on open 32% Designed to drive applicants to client’s recruiter Company Logo / Image
- 30. 30 Recruiting on LinkedInin Three Steps Build Engage Recruit +12,708 high quality and relevant new followers from specific industry in desired Geos +76 job views/week +1,000 career page visits/week +170 interested candidates
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- 32. ©2015 LinkedIn Corporation.All Rights Reserved.
Editor's Notes
- #9 Our goal to connect the world’s professionals also means that the majority of our members are not coming to LinkedIn only to look for a job – they are here networking with colleagues, keeping up to date on their professional news, with companies they are interested in. LinkedIn recently released results from our 2014 Talent Trend survey of more than 18K+ global professionals on LinkedIn. We concluded that 75% of LinkedIn’s members are considered to be passive candidates – but most are open to considering a new opportunity, either by reaching out to their personal network or open to talking to a recruiter. So while most members on LinkedIn aren’t actively seeking a new role, you have the chance to influence their consideration of your company as a place to work. More on Talent Trends: We surveyed 18,000+ fully-employed professionals in 26 countries around the world to understand their attitudes to jobseeking, career evaluation and career management. Question: How would you describe your job search status?
- #10 LinkedIn is the only place on the web where you can recruit both passive and active candidates Traditional job boards provide access to only the 30% of professionals who are actively looking LinkedIn provides access to both these, and the over 70% of passive candidates who are not actively searching on job boards. Many of these members are the people you’re interested in hiring, and you are already hiring people who are on LinkedIn We know this because we can track every time a member changes his or her profile to your company Active candidates are also an important source of hire, but LinkedIn helps you access BOTH these candidates and these tens of millions of passive candidates can’t be reached anywhere else. They’re on LinkedIn because we provide them with the tools to help our members show the world who they are, benefit from who they know, and build on what they know so they can accomplish more in their professional lives.
- #12 And it’s the reason why it’s so important to make these people aware that you are hiring, and to influence the conversation with these individuals long before they come in your door for an interview. This is the same as the world of consumer marketing. Let’s say someone in the market for a new BMW motorcycle. It’s pretty unlikely that the customer walked into the store without any prior knowledge of BMW, their products or their brand. For most people the decision may not have been made entirely in advance, but it certainly wasn’t all made in the store either. That person went in with a lot of information already in their minds – maybe they have a friend who owns a BMW, and consistently talks about how well designed and efficient it is. Maybe they are aware of the brand because of their association with travel / touring television shows. Or, that person did their research before entering the store to read reviews and feedback from other motorcyclists on the web. P Perhaps also they have an emotive attachment to the brand. Whereas classic Harley Davidson speaks of over the top unnecessary design, big straight highways, beards and bandits – BMW speaks the opposite of careful utilitarian design, travelling across rugged landscapes mountains and deserts and of sophistication and clean lines. All of these touch points influence the consumer, and make it more likely that they go to purchase BMW than another bike from a lesser known manufacturer. Successful Talent Acquisition teams think about jobs the way marketers think about products. By knowingly building, communicating and managing a Talent Brand strategy, you can influence candidates’ perception of your company well before they are ready to consider a new job.
- #13 And when these members do consider a new job, the biggest driver of job consideration – above great products, people, or known prestige – is your company’s reputation for being a great place to work. This is what leads me to Talent Brand, and why it’s so important. Understanding and defining your Talent Brand will help you to not only be aware of where you stand today, but help you to influence your reputation to these potential candidates, so more of these members consider your company for their next opportunity.
- #14 Employer branding is, at its core, just a type of marketing aimed at driving people to become employees of your company. (Animate) If we break down the key components of marketing (goal, audience, messaging, and call to action), we can easily see how we can use these to define an employer branding strategy that will take people along the journey to becoming your employee. (Animate) Let’s take a look at how each of these things works in the context of marketing vs. employer branding. What is your goal? In marketing it is to generate sales. In employer branding, it’s to generate hires. Who is your audience? In marketing, it’s prospects and existing customers. In employer branding, it’s candidates (or potential candidates) and your own employees. What’s the core of your messaging? In marketing, it’s your consumer value proposition. In employer branding, it’s your employer value proposition. What’s the call to action? In marketing, it’s to purchase products or services. In employer branding, it’s come work with us! What path does the customer or candidate take to ultimately make a purchase decision or accept an offer? The first two stages are the same for both marketing and employer branding: awareness and interest. Customers then go on to intent and purchase while candidates go on to the application and hire stage. As you can see, both marketing and employer branding break down to the same components. Understanding this can help facilitate collaboration between your talent acquisition and marketing teams because it puts you together on common ground and speaking the same language.
- #15 Implementing this core solution will help to develop your talent brand, strategically source, and target the right candidates with opportunities. There are three key things companies do to dramatically increase their hiring effectiveness on LinkedIn: The first is using LinkedIn to find and engage the very best passive talent. Recruiter is the best sourcing tool out there, and recruiting teams are using Talent Pipeline features to become more proactive in managing pipelines of talent. Since organizations typically don’t have the bandwidth to source every hire proactively, it’s critical to be able to scale your recruiting efforts. The second element of the solution is personalized job targeting. Since we know that your target talent is on LinkedIn, we first need to ensure that all your professional roles are on the LinkedIn network. LinkedIn’s matching algorithm will serve up the right job to the right candidate, to ensure that only qualified candidates will be exposed to your open opportunities. The third element is developing a talent brand on LinkedIn. Companies are tapping into their employees’ networks and leveraging company pages to promote their brand and attract talent. These aren’t three independent pillars, but rather three elements of a single solution that reinforce one another. When companies post all professional jobs on LinkedIn, these jobs make their employer branding content more relevant for each candidate. Likewise, communicating a rich talent brand and leveraging employee profiles to connect with candidates creates a more compelling reason for candidates to apply to your job postings. Finally, when candidates understand what opportunities are available and have encountered your employer brand, they’re much more likely to respond to outreach from your recruiters, which makes your team’s proactive sourcing efforts more effective. Adopting this holistic strategy will help an organization to hire more of the right candidates for their roles.
- #31 So, your LinkedIn strategy should consist of three very simple steps. We have a series of products that help you on every step of this journey, and these combined will help you drive significant results when engaging with clients, candidates and consultants. We help you leverage the power of your own employees to build your Followers as well as sending targeted advertising campaigns to your key audiences. We then provide you with means that help you communicate and engage with your Followers with relevant content And finally equip you with the tools to help you do what you do best – recruit.