linkedin customer webcast: building a personalised candidate experience

Right story, right talent:Building a personalised candidate

experiencewith the new LinkedIn Career Pages

Wendy HerdmanCustomer Success Manager

LinkedIn Talent Solutions

Natasha StoekelTalent Brand Consultant LinkedIn Talent Solutions

Agenda

Practical approaches to content development, employee engagement and social leadership

Q&A

A simple framework to deliver a more personalised candidate experience - Audience, Plan, Execute & Measure1

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Share examples of customers executing with excellence

of talent leaders agree that employer brand has a significant impact on their ability to hire great talent

While leaders under-invest in employer branding, they do appreciate its impact

82%

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60%of the decision process is complete prior to any interaction with your business

Of candidates say that #1 roadblock to applying for a role is not knowing what it’s like to work at your company

Ahead of salary..

The biggest roadblock to candidates changing jobs is lack of information

49%

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1. Define your

audience2. Develop a

plan3. Execute

with excellence

4. Measure and report

successGet to know the talent you care

about

Invest time upfront outlining your

strategy

Use metrics to report on progress against

your goals

Learn from what great looks like

4 steps to a more personalised candidate experience

1. Define Your Audience

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What talent / skills do you need to fulfil your business priorities?

● Growth● New markets● New technologies● Innovation● Cost efficiencies

Identify the talent you need and assess the market

Define your target talent more specifically

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Use insights from different sources for your personas

Lives in Sydney

Mechanical Engineer

Heavy mobile and iPad user

John Baker

LinkedIn connections

Member of groups about industrial

design and leadership

Shares updates daily on LinkedIn on

technology

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Make it easy for John to find you...

Content relevancy drives engagement with ‘John’

Trek features company leaders and content that is relevant to two of their most important talent segments: Engineering and IT

Viewers automatically see the most relevant audience view, based on their profiles

Enable ‘John’ to discover other careers with you

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2. Develop A Plan

Make sure your employer brand is front of mind

Leverage internal stakeholders for content

Feature inspiring company leaders;

allow talent to get to know them before

they joinFeature videos, images, slideshows highlighting your company culture, people, mission

Catch top talent’s eye with a standout image or video telling your company story

Share employee-created photos and

blog poststhat tell an authentic story, while allowing

you to control your message

Build a social content calendar for all channels

Harness your employees as essential advocates

Source: 2016 Edelman Global Trust Barometer

 Most trusted spokesperson to communicate each topic

Employee PhotosFeature up to 20 real photos from your employees, Employee ArticlesAdd a link, easily search for any post, or select from a curated list of employee testimonials

Life tab: fully customisable page

Tell an authentic story via your employees & leaders

Feature up to 4 company leaders; members can visit their profiles to learn more about their experience

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3. Execute With Excellence

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Challenge: Transform a traditional company & legacy employer brand in digital & social mediaSolution: Highlight the faces behind the company on their LinkedIn Career Pages:

● Use custom modules to share videos, images and blog posts that tell authentic employees stories

Results: 47% increase in page views/person75% increase in job views

Shangri-La Hotels and ResortsBringing a legacy company up to speed

Challenge: Create a unified employer brand that attracts qualified talent to serve World Vision’s missionSolution: Tell an authentic story with LinkedIn Career Pages that reaches and drives quality applicants:

● Use targeted audience views for hard-to-fill roles with specific photos, messaging and articles

Results: 62% increase in pageviews/person642% increase in job views

World VisionA global nonprofit under a single employer brand

Challenge: The only barrier to growth for Nova Systems is finding the right people and qualifying not only technical capabilities but the right culture fit. Solution: Ensure candidates can quickly conceptualisethe workplace, type of projects and teams they would be working with through their new LinkedIn Career Pages and traffic drivers. Results: 10% increase in page views/person93% increase in job views

Nova Systems Hiring the right culture fit, every time

Award-winning candidate journeys

#engineeredHERway

Humanising your brand with employee stories

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4. Measure And Report Success

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Metric 1Reach

Metric 2Engagement

Metric 3Talent

Communities

Metric 4Applicants

Four simple metrics for your talent brand

Impressions Likes, shares, comments

Followers, talent

pipelines

InMail acceptance

rate, applications

Benchmark against your competitors

Competitor A: best in classCompetitor B: major talent competitorCompetitor C: major talent competitorCompetitor D: similar size & industryCompetitor E: similar size & industry

Talent Brand Index

Follower Compariso

nMarket Surveys

Measure visitor growth and frequency; understand the demographics of talent you attract

Gain competitive insight, including Talent Flows

Measure impact on job engagement and pipeline

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Access real-time analytics about your brand & pipeline

32Confidential, LinkedIn

2Company Talent Flows

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Use real-time analytics about your talent competitors

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1. Profile your target talent - understand their mindset2. Map out your key stakeholders, resources and quick wins3. Research those doing this well and be inspired4. Actively track and report on success through real-time analytics

Key takeaways1

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34Confidential, LinkedIn

Questions?

Learn more: lnkd.in/newcareerpages

Check out examples of companies who are doing it right: lnkd.in/LCPlookbook

©2014 LinkedIn Corporation. All Rights Reserved.

©2014 LinkedIn Corporation. All Rights Reserved.

Use insights from different sources for your personas