Recruiting with Marketing, Design, and You

For Small & Medium Businesses

©2013 LinkedIn Corporation. All Rights Reserved.

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Introductions

Moderator Guest Speaker

J.T. O’DonnellCEO

CAREEREALISM Media

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www.careerealism.com/LinkedIn-brand-design-webinar/

Dave BentonInteractive Creative Director, Metajive

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www.metajive.com/contact

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The Purpose of Today’s Webcast

YOU

Building A

Talent Brand

Develop Effective

Campaigns

Talent Brand

Tips, Tricks, and Tools

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What Talent Brand Is / Isn’t

① Positioning of the company

name/overall organization.

① Defines the organization and what it

offers to its customers

(product/service showcase)

② Customer-centric

③ Success measured in ability to alleviate

pain or provide pleasure.

Corporate

Brand

① Positioning of the company around

employment/culture.

① Includes employment reputation,

culture, career development, etc.

① Focuses on the employees and

potential to work at the company

(people showcase).

② Employee-centric

③ Success measured in ability to help

professionals become their best

selves.

Talent

Brand

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Importance of Talent Brand

1

2

3

4

Attracts more talent you need50% more quality applicants on average.

Retain the talent you’ve won28% lower turnover rates than companies with weaker talent brands.

More quickly hire the talent you needDramatic drop in time to hire.

Lower cost per hire50% less per hire than peers with weaker talent brands.

5Perform as a companyThose who invested in their employer brand see a steady increase in

stock performance.

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Industry Trends are Major Indicators

Image & Study Source: CAREEREALISM

Image Source: LinkedIn

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Brand or BE Branded

● Not tech savvy or current with online

recruiting.

● You have nothing exciting or

interesting about working for you.

● You are a bad employer and trying to

hide that fact.

If you don’t brand yourself, you are telling a Sophisticated Job Seeker

your company is:

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That’s great!

But, what should SMBs do to build a

talent brand that works?

reveal

6 Stages to Revealing Your Talent Brand

5

4

3

2

1 Access corporate culture

Create employee persona

Define key brand attributes

Create content showcase

Launch & measure6

Distribute to gain visibility

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Stage

1Access Corporate Culture

Solicit feedback from employees on how they

define the company.

Find key themes & confirm they are what

leadership wants conveyed.

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Stage

2Create Employee Persona

Guiding beliefs that support company vision

Approach to problems

Attitude toward work & life

Definition of a good job

Qualities needed to excel independently in

the environment

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Example: The Grommet

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Stage

3Define Key Brand Attributes

Executive Assets

Employee Spotlight

Values Showcase

Fun Factor

Wow Factor

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Stage

4Create Content Showcase

LinkedIn Company Career Page

Job Descriptions

Articles / PR

Slide Decks

Videos

GIFs

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81% of people who follow

your company respond to your

emails and inmails.

70% of people who follow

your company have interest in a

job

Example: LinkedIn Career Page

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● Showcase desired traits &

attributes

● Offer the 5 key evaluation

metrics

Example: Job Descriptions

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● Aim to educate your target

audience, drive brand

awareness, and inspire

engagement through accurate

and compelling content

● Create company blog (free!)

● Write guest posts on external

sites

● Develop 3rd Party Credibility

Example: Articles

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● Aim to drive conversions or

opt-ins, provide value to

your viewers, and be a

thought leader

● Use graphics, images, and

video wherever possible

● Embed links to other

content to increase traffic

● Use free tools like

Slideshare, Powerpoint,

and Prezi

Example: Slide decks

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● Aim to showcase your

employees, your work

environment, and brand

● Keep them short

● Don’t overproduce videos

● Be authentic

● Use free tools to upload

videos like YouTube,

Slideshare or Vimeo

Example: Videos

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● Aim to showcase personality, set the tone, create humor

● Use free tools to download pre-made GIFs (giphy.com)

● Embed in posts and articles

● Share on social media

● Customize GIFs using free tools (Online-Image-Editor.com)

Example: GIFs

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Stage

5Distribute to Gain Visibility

Social Media• LinkedIn

• Twitter

• Facebook

• Slideshare

• Instagram

Native Advertising• Candidate-centric advertising instead of recruiter-centric advertising

• Not interruptive

• Tells a story

Sponsored Updates

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Stage

6Launch & Measure Performance

# Visits (traffic)

Engagement

Opens (OR)

Clicks (CTR)

Conversions (CR)

Use Talent Brand Index (http://bit.ly/TalentBrandIndex)

Eye candy!

Content Inspiration

#hiretowinSource: FirmPlay.com

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Tips for

Writing Effective Copy

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Copy Writing Tips

Subject Line

Intro

Body

Conclusion

8 words for headline

14 words for subhead line

(95% read, 5-10 seconds, maybe the only thing)

14 words for benefits headline

60+ Reading Ease

8th Grade Level

Lead with benefits and focus on verbs

Incorporate personalization where possible

1st paragraph should be around 25 words

2 max syllables in word

<5 letters per word

8-14 words in a sentence

42 words in a paragraph / 3 sentences

Use bullets / table / graphs / visuals

Average time to read (Art) = #words / 200 words (200 words / min)

CTA / Contact Information

Design / Copy

Tools

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Email Tools

Adestra Subject line tester subject-line-checker.adestra.com/

Litmus Subject line viewer litmus.com/resources/subject-line-checker

InMail Candidate outreach bit.ly/TalentProducts

MailChimp Email creation / subject line tester Mailchimp.com

Email Spam Test Email Spam Test emailspamtest.com/#

Stock Images

Unsplash 10 new royalty-free photos every 10 days Unsplash.com

Superfamousincredibly high-resolution images, perfect for use in website design or as desktop backgrounds

Superfamous.com

PicJumbo High res food photos, objects, technology Picjumbo.com

Pixabay Easy-to-use search and large collection of modern imagery Pixabay.com

Gratisography Wild, funny, modern images gratisography.com

FreeImages Most exhaustive directories of open-source images. Freeimages.com

Public Domain Archive Vintage pictures with ubermodern scenes publicdomainarchive.com

Social Media

LinkedIn Career Pages LinkedIn.com / bit.ly/TalentProducts

Facebook Company Page Facebook.com

Twitter Corporate Account Twitter.com

Instagram Corporate Account Instagram.com

YouTube Corporate Account YouTube.com

SEO Tools

Google Keyword Planner Use SEO search terms throughout the job description https://adwords.google.com/KeywordPlanner

Tools

Take-aways and

Best Practices

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Posting on LinkedIn at least 1x weekly earns 40% more views & 25%

more applicants

Hashtags used in Tweets double your engagement rate

There is approximately a 150% increase in retweets just by including

images.

Posts with photos on Facebook pages received 53% more likes and

104% more comments than the average post.

Articles with images get 94% more total views and when you share

images with your LinkedIn network, you’re 5 times more likely to have

other members engage with your update.

Summary

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Thank You

Let’s stay connected!

J.T. O’DonnellCEO

CAREEREALISM Media

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www.careerealism.com/LinkedIn-brand-design-webinar/

Dave BentonInteractive Creative Director,

Metajive

---------

www.metajive.com/contact

#hiretowin

Q&A

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3

9

Thanks for joining!

Follow us on social media:

talent.linkedin.com/blog

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3

Thanks for joining!

Follow us on social media:

talent.linkedin.com/blog

#hiretowin