Importance of Followers on LinkedIn

#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.

Why followers are important for your business Tuesday 22nd July 2014


7 years as a recruitment marketing guys Web design, development, brand strategy, search marketing, email

marketing, social media strategy Helping recruiters get the most out of LinkedIn

Alex Charraudeau Media Solutions Consultant

Andrew Linton Media Solutions Consultant


Agenda

How recruitment is changing Why build a follower base Psychology of following How to get followers What to do with followers 5 thing to do today


How Recruitment is Changing

THE WORLD IS

CHANGING FAST… Candidates

More Connectivity

More Choice

More Channels

1980’s 1990’s 2000’s 2010’s

Filing Cabinet

Companies

Offline Database

Job Channels

Social Media

SOCIAL MEDIA IS HERE TO STAY, EMBRACING ITS POWER IS THE KEY

57% of the decision to ‘buy’

is now made before any contact with organisation

PROFESSIONALS USE LINKEDIN FOR

3 VALUABLE REASONS KNOWLEDGE

The definitive professional publishing platform

NETWORK We connect the world’s

professionals

IDENTITY The professional profile

of record

are passive and not looking to move

80%

60% of them are open

to opportunity!!

THE BEST RECRUITERS

ACT LIKE MARKETERS

SOCIAL MEDIA KEEPS THE CONVERSATION GOING 1

…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE

SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY 2

WE RECOMMEND

3 SIMPLE STEPS

BUILD ENGAGE RECRUIT


Why Build a Follower Base


12

Generate preference for your business 78% of company followers are more likely to respond to an InMail


13

Get people to do something by sharing jobs / conversion points 71% of members will follow a company for jobs


14

Followers are sustainable 64% of followers would follow companies indefinitely


Psychology of Following

15


16

The Psychology Why we Follow…


Fear of missing out – Fear of missing out (or FOMO) is a form of social anxiety. This is especially

associated with modern technologies such as mobile phones and social networking services

Social proof

– Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation

Bandwagon effect / Cultural phenomenon

– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others

17

The Psychology Why we Follow…


The Psychology – Fear of missing out

Why should they Follow you? What are you delivering that will improve their life? How can you influence and improve someone’s career? What opportunities are you opening someone up to?

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Opportunity


The Psychology – Fear of missing out – Opportunity

Outside Recruitment

19

In recruitment


The Psychology – Social Proof

Who else is following? How many followers do you have?

20

Numbers


The Psychology – Social Proof – Numbers

Outside Recruitment

21

In recruitment


The Psychology – Bandwagon effect / Cultural phenomenon

How long do you have before people loose interest? Have they already started following all of your competitors?

22

Speed


The Psychology – Cultural phenomenon – Speed

Outside Recruitment

23

In recruitment


Why you would Follow a company – Facebook

49%

Support the brand I like

24

42%

Get a coupon or discount

41%

Receive regular updates

35%

Participate in contests

31%

Share my personal

experiences


Why you would Follow a company – Twitter

25

52%

Special offers

44%

New products / services

51%

News on the brand

38%

I am a current customer

55%

I like the brand


26


Followers on LinkedIn

27

71%

Following companies for

jobs

68%

News and Insights

61%

Projects and iniativies

88%

Would follow a company


How To Get Followers

28


29

Generate Followers through word-of-mouth


30

Get Followers through being interesting


31

Advertising across LinkedIn to your target audience


32

Employee Profile Advertising


33

Follow on Company Pages


34

Follow on Jobs


35

Follow Us on the website www.developer.linkedin.com

http://www.developer.linkedin.com/


36

Follow Us on Email


By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.

The spike in March & April was due to a short burst of Follower advertising.

37

What does success look like? Graph of Follower Growth over time


What to do with Followers

38


Talent Landscape

39

0% 20% 40% 60% 80% 100%

Active Passive


0% 20% 40% 60% 80% 100%

Active

The content you produce should match the market

Passive


Job related content Interview tips Jobs!

41

Create content for both active and passive people Active Content

Passive Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment


42

“Leaders don't create followers, they create more leaders.”

- Tom Peters -


A member’s journey

43

Awareness

Consideration

Preference

Conversion

Advocacy

60% of the decision is made before contact with a sales person

Social media has made this easy than ever before

#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved. 44

The Content Marketing Masterclass For more information find slides here: http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911

What content is your target interested in? “Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.” IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at HSBC

0% 50% 100%

http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911

http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911


5 Things To Do Today

45


5 Things to Do Today

1. Figure out why people should follow you

2. Communicate the benefits of following you

3. Add a Follow Us button on your website and email signature

4. Advertise to your target audience

5. Analyse, review, improve

Social RecruitIn is EMEA’s must attend conference for Search and Staffing Professionals. Reserve your place now http://lnkd.in/socialrecruitin

http://business.linkedin.com/events/social-recruitin/london.html?src=e-sig

http://www.slideshare.net/LinkedInRecruitmentFirms/sourcein-london-2013-event-film

http://lnkd.in/socialrecruitin

http://lnkd.in/socialrecruitin


Business

Importance of Followers on LinkedIn