Hire, Market, and Sell with LinkedIn
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Today’s Agenda
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1. Social media trends for the recruiting industry
Recent LinkedIn survey results 2. Inbound strategy
Branding and marketing campaigns3. Outbound strategy
Recruiting and business development demo
4. Customer PanelAsk about results from real clients
5. Free advanced LinkedIn toolsFor your company—and you
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What Agencies do on LinkedIn
What are your top priorities?
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Improve
Recruiter
Productivity
Increased Visibility &
Metrics tracking
Positioning ourselves
as a thought leader
Find New Accounts
Database
Freshness
Build MorePipeline of
Passive Candidates
Expanded Reach Past Connections
LinkedIn’s Global Footprint
238M+Registered members
as of August 5, 2013
4M++
Australia
21M+
India 8M+
SE Asia
7M++
Canada
13M+
Brazil
EuropeUSA
42M+
APAC57M+84M
+
3M+DACH
5M+Italy5M
+
France
5M+
Spain
4M++
NL
12M+
UK
200+Countries and
territories
65%Of LinkedIn members are outside of the US
EMEA74M+
UAE1M+
1M+Sweden
1M+Belgium
The LinkedIn NetworkGlobal Footprint
The world and buyers have changedWhat once worked, will not work anymore
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97% 75% 57% Of the time cold calls do not work
*7% worse every year since 2010
B2B purchaser influencedby social
Buying decisions are made before
sales rep involvement
Corporate Executive Board 2012Connect & Sell 2012IBM Buyers Preference Study 2011
US hiring growth is far outpacing global growth
“Considering only full and part-time professional employees, how do you expect the volume of candidates placed by your organization to change this year? ”
2013 Placement VolumeFull-time and part-time
Series10%
20%
40%
60%
80%
100%
4% 10%12%
23%
84%
67%
“Considering only contractors, interim and temporary professionals, how do you expect the volume of candidates placed by your organization to change this year?”
2013 Placement VolumeContractors, interim and temporary
Series10%
20%
40%
60%
80%
100%
7%15%
21%
28%
72%57%
Same
Decrease
Increase
And hiring volume remains healthy in 2013, but budgets have not kept up – requiring firms to do more with less
“How has your organization’s budget for recruiting solutions changed this year?”
Recruitment Budgets
2012 20130%
20%
40%
60%
80%
100%
7% 4%
40% 45%
53% 51%
Same
Decrease
Increase
“Considering only full and part-time professional employees, how do you expect the volume of candidates placed by your organization to change this year?
Placement VolumeFull-time and part-time
2012 20130%
20%
40%
60%
80%
100%
7% 4%
15%12%
78% 84%
At the same time, competition is high in the recruitment market
“What are your company’s biggest obstacles to attracting the best talent?”
Biggest obstacles to attracting top talent Top 3 obstacles reflect a highly competitive landscape
Availability of quality talent 65%Competition 46%Offer made by client (includes compensation, role, location, etc.) 33%Recruiting team too small 16%Inability to effectively use data to improve our approach 11%Recruiting team skills 11%Lack of familiarity with my firm’s brand 11%Recruiting team doesn’t have the right tools/systems 10%Lack of familiarity with client’s brand 8%
Social professional networks are #1 source of key quality hires by far
“Think about the key quality hires that your organization placed in 2012. Which of the following were the most important sources for those key positions?”
Top 5 sources of quality hires
1. Social professional networks 63% 59%2. ATS / internal candidate database 40% 45%3. Internet resume databases 37% 31%4. Internet job boards 35% 39%5. Employee referral programs 32% 20%
Social professional networks also the #1 long-lasting trend
“What do you consider to be the three most essential and long-lasting trends in recruiting for professional roles?”
Top long-lasting trends
Utilizing social and professional networks 69% 70%Finding better ways to source passive candidates 65% 56%Using an internal database to manage talent leads 39% 39%Boosting referral programs 30% 25%Reducing dependence on traditional job boards 24% 21%Posting jobs online 18% 24%Using mobile for recruiting 18% 18%Upgrading branding/marketing for staffing firms 16% 21%
1. Use social networking and social media more effectively 28%2. Build and nurture strong talent pools or pipelines 25%3. Hire recruiters to strengthen the team 23%4. Use data more effectively 22%5. Invest in existing recruiting and/or tools (e.g., ATS, job boards, LinkedIn, etc.) 20%
In fact, recruitment leaders view social professional networks as #1 competitive threat
“What are the things that your competitors have done or may plan on doing that would make you most nervous?”
Top 5 competitive threats in recruitment
Recruiting SolutionsRecruiting Solutionsv
Media Solutions for Recruiting Agencies
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Anna Wright – Media Solutions Consultant
Inbound Leads
What’s the difference?
Inbound Strategy
Free -Groups -Polls
Upgrade -Campaigns targeted to
Hiring Managers -Campaigns targeted to
Candidates
Inbound Media Campaigns
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People Researching your Employees per month
People researching your Company per month
People currently following your Company
Organic Traffic – - InMails, Telephone Calls,
Emails, Meetings
How People Engage with your Agency
How People Engage with your Agency – Improve It
Organic Traffic – - InMails, Telephone Calls,
Emails, Meetings
Employee Branding Ads
Career Hub
Job Slots
Recruiter License
People Researching your Employees per month
People researching your Company per month
People currently following your Company
How People Engage with your Agency – Optimize It
Organic Traffic – - InMails, Telephone Calls,
Emails, Meetings
Employee Branding Ads
Career Hub
Job Slots
Recruiter License
People Researching your Employees per month
People researching your Company per month
People currently following your Company
Inbound Campaigns – - Targeted Ads, Targeted InMails
Narrow Down to Target AudienceTargeted Ads- Geography- Industry- Job Function- Seniority- Company Size- Current Company Name- School Name- Groups
Targeted InMails- Above PLUS- Title- Past Company Name- Years of Experience- Education Level- Keywords on Profile
A Day in the Life of a Member on LinkedIn…
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Steve PeckoXyz Co.
Xyz Co. | Internet | New York CityO: 555.555.5555 | [email protected]+ Connections | 9 Recommendations
Warm Up Engage Call to Action
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
The member meets your AgencyFirst point of contact on the LinkedIn Homepage
Reach your ideal candidates or business partners and
expose them to your brand with a targeted recruitment
message on their homepage
Member is warmed up, and wants to learn more
Warm Up Engage Call to Action
How does a member learn about your Agency?Your media drives members to your Career Page
Customizable modules can dynamically adapt to
your audience targets- Candidates
- Hiring Managers
Warm Up Engage Call to Action
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Warm Up Engage Call to Action
Lock down the Space on your Company’s
Overview Page
How does a member learn about your Agency?Your media drives members to your Company’s Page
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Warm Up Engage Call to Action
Lock down the Space on your Products &
Services Page
How does a member learn about your Agency?Your media drives members to your Products/Services Page
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Custom Recruitment Message
Custom Banner Graphic
Audience: Sales / Marketing
Audience: IT / Engineering
Deliver a Custom ExperienceTailor your message based on your target audience
Relevant Jobs
Warm Up Engage Call to Action
Jobs relevant to the viewer
Members can easily
talk to recruiters
& sales
associates
Customizable Modules
Start a conversation with LinkedIn membersEstablish your Agency as a recruiter and a partner of choice
Warm Up Engage Call to Action
Employee or Client
Testimonials
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Standard Display AdFollow Company AdPicture Yourself AdGive your Recruitment
or Business Development Message
Warm Up Engage Call to Action
Erica Robertson
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
Standard Display AdFollow Company AdPicture Yourself AdGive your Recruitment
or Business Development Message
Warm Up Engage Call to Action
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Erica Robertson
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
Standard Display AdFollow Company AdPicture Yourself AdGive your Recruitment
or Business Development Message
Warm Up Engage Call to Action
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Erica Robertson
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
Standard Display AdFollow Company AdPicture Yourself AdGive your Recruitment
or Business Development Message
Warm Up Engage Call to Action
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Erica Robertson
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
Standard Display AdFollow Company AdPicture Yourself Ad
Warm Up Engage Call to Action
Give your Recruitment or Business
Development Message
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Erica Robertson
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
Standard Display AdFollow Company AdPicture Yourself Ad
Warm Up Engage Call to Action
Give your Recruitment or Business
Development Message
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Erica Robertson
Then member checks out your employees’ profilesOwn the real estate on your employee’s profiles
Standard Display AdFollow Company AdPicture Yourself AdGive your Recruitment
or Business Development Message
Warm Up Engage Call to Action
“More than 80% of candidates believe that current employees are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Erica Robertson
LinkedIn CoBranded Ad Join Group Ad
Picture Yourself Social Ad(min 10 jobs on LI)
Follow Company Social Ad(engagement only)
Ad Formats by LinkedInJobs For You Ad(min 50 jobs on LI)
Poll Ad
PICTURE YOURSELF AT xyzCo
Consulting at xyzCo
Targeted InMail MessageThe member is inclined to check out your InMail after being warmed up
to your brand
Warm Up Engage Call to Action
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300x250 Banner
“ I’m Interested” buttonOnce clicked, user’s info goes directly to your Recruiter
(member’s name will appear)
Customized message speaks directly to the memberBranded InMail message promotes your company
Warm Up Engage Call to Action
Members do lots of other things online…
…You can continue to speak to themMembers can continue to receive targeted messaging on and off LinkedIn
Continue to message targeted professionals
off LinkedIn
Powered by
Jobs For You at Google
Examples of LinkedIn Solutions for Agencies
Media Performance – Large Agency Example3 Month Campaign – Unique Visitors
Targeted Ads
Employee Branding Ads Launched
Career Hub Activated
End of Campaign
Media Performance – Small Agency ExampleLaunch – Unique Visitors
Targeted Ads
Employee Branding Ads Launched
Career Hub Activated
3. Outbound LinkedIn
Strategies
Outbound Strategy
Free -LinkedIn.com search
Upgrade -Personal Account
Subscriptions -RPS -Recruiter
LinkedIn Recruiter
LinkedIn Recruiter
LinkedIn Jobs
LinkedIn Jobs
4. Customer Panel
5. Free Advanced LinkedIn Tools
Stand Out
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The #1 Activity on LinkedIn is Viewing ProfilesYour Brand Starts Here
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Your personal professional brand:Add a picture
Don’t copy / paste your resume
Write a personal tagline
Write your elevator pitch
Point out your skills
Distinguish yourself from the crowd
Ask for recommendations
Own your public profile’s URL
Company Overview Page
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Your company’s brand:Add a logo and banner image
Fill in the details
Company description
Point out Company Specialties
Differentiate from your
competition
Designate Page Admins for
company status updates
Company Products / Services Page
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Your company’s brand:Add multiple audiences
Describe services for clients
and candidates
Ask for recommendations
Add a video
Add banner images
Differentiate from your
competition
Find Content
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Find Content – LinkedIn Today
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Share Content
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Personal Status Updates
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Targeted Company Status Updates
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Career Pages
Grow your followers organically on LinkedIn.com
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LinkedIn HomepageCompany Pages
Leverage LinkedIn Groups for Additional Insights
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Thank you!