make your firm irresistible to clients & candidates | webcast
Post on 14-Jun-2015
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Make Your Firm Irresistible to
Clients & Candidates
Branding on LinkedIn
#HiretoWin
Why is branding important for Search & Staffing?
Content is being created,
consumed and shared at a speed
and scale never seen before.
NewsCred, 2014 3
5,000
People do not treat
BUSINESS & CAREER DECISIONS any differently.
6 #HiretoWin
#HiretoWin 7
People complete 60% of the decision making
process prior to any direct interaction with the
brand –and that extends to the way people now
look for employment.
60% of the decision-making
process is made prior to any
direct interaction with a sales
person.
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Where do I start?
Build Engage Recruit
Your followers &
your brand
Nurture your target
audiences
Do what you do
best
#HiretoWin 11
Recruiting is marketing
AWARENESS
ENGAGEMENT
CONSIDERATION
CONVERT
#HiretoWin 12
#HiretoWin 13
Members searching other members every year
Page views on LinkedIn are members viewing
members’ profiles
A recruiter’s profile can generate up to 10X more
views than an average member
5B
76%
10X
What assets do you have on LinkedIn today?
Your Company Your Employees
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Add a logo and banner image
Add a company description
Point out your specialties
Customize a Careers page
Grow your follower base
How can you best brand your Company Page?
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Add a picture (7X more views)
Include a creative headline
Include an elevator pitch about your firm
Show, don’t tell – video goes a long way
Ask for recommendations from clients &
candidates you’ve placed
Acquire followers
How can your employees best brand their profiles?
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Followers are your brand advocates & a viable pool of
candidates
Responsive leads Engaged talent pool
78%
Your followers are 95% more
likely to respond to your
recruiters and sales team’s
InMail
61%
of members are more likely to
share information as a result
of following a company
79%
of members are interested in
updates on job opportunities
from companies they follow
Brand evangelists
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How can you build your company follower base?
Status Updates
Employee Profiles
Your Company Page
Targeted Ads
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Maximize your Company Page presence
Build your follower base
Leverage your employee profiles
Key takeaways: Building your brand
1
2
3
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How do you ENGAGE your audience?
Nurture your audience with targeted, value-add content
Careers page
Targeted media
Content marketing
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Bold,
memorable
visuals
with lively colors
Focus on
storytelling
through
testimonials
Arresting copy
that grabs the
reader
Multiple page
versions
highly targeted to
visiting talent
Jobs
Customized to
the audience
Career pages drive deep candidate and client
engagement
Powerful Video
Content that
engages the
viewer
1
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Multiple views allow you to give a customized message
to your audience
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Career pages help staffing agencies engage the right
audience with the right message
Establish your market expertise and deliver
unique messages for clients, candidates,
and consultants.
• Geography
• Function
• Industry
• Seniority
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Content enhances Job Postings for deeper engagement
#HiretoWin
Tips and tricks for your Careers page
Think visually
Think digitally
Think video
Your Target Audience
Think customized
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Targeted ads find and engage any audience… 2
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Driving them to your Careers page where they receive a
customized experience
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What is content marketing?
Any marketing that involves the creation and sharing of media and
publishing content in order to acquire clients or candidates.
Content marketing develops long-term relationships with your audience
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• Adds value to the industry conversation
• Provides concrete tips and offers unique insights
• Does not aim to directly sell, rather provides free value
• Establishes the publisher as a thought leader or trusted advisor
Why is it important?
32 #HiretoWin
Every time you post content, you’re nurturing the
relationship with your followers
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Generate awareness of roles
you are filling
Build a community of
target candidates
Promote news
or upcoming events
Establish thought
leadership
Build reputation as a
consultancy of choice
Ways to build relationships
with target talent Member news feed
#HiretoWin
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Sponsored Updates
Reach the entire LinkedIn network
Company Updates
Only reach your pool of followers
Sponsored Updates can build the same
kind of relationships with talent outside your followers
313M+ (+2 every sec)
LinkedIn member
population
19,000
#HiretoWin
Target with accuracy using advanced filters
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Company Size, Industry ✔ ✔
Function, Seniority ✔ ✔
Company Name ✔
Job Title ✔
School ✔
Skills ✔
Group Membership ✔
Gender ✔
Age ✔
Negative targeting ✔
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Build relationships with clients & candidates on desktop, tablet and mobile
41% of LinkedIn’s
traffic is on a mobile
device
Engagement rates
can be up to 5x
higher on mobile
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Examples of content marketing
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How does it all come together?
Client example: CS Recruiting, LLC
• Transportation and Logistics Recruiting Firm
• Based in Chicago, work on positions across US and Canada
• 10 person shop
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Client example: CS Recruiting, LLC
Candidate View Business Development View
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Client example: CS Recruiting, LLC
Grew follower base by 9,000 in 6 months!
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Customize your Careers page for your most important audience segments
Reach and engage your target audiences with media
Use content marketing to develop relationships with your audience pools
Key takeaways: Engaging your audience
1
2
3
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Build Engage Recruit
Your followers &
your brand
Nurture your target
audiences
Do what you do
best
43 #HiretoWin
Remember to think like a marketer
44 #HiretoWin
For more information, check out
our Search & Staffing page:
lnkd.in/forrecruitmentfirms
©2014 LinkedIn Corporation. All Rights Reserved.
Thank you!
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