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Alternative Sourcing Models: Utilizing New Technology to Hire Lateral Lawyers
Jennifer Bennett, Director of Lateral Partner Recruiting, Drinker Biddle & Reath LLP
June 10, 2016 • Chicago, IL
Natalie Quinn, Associate Recruitment Manager, Fox Rothschild LLP
Ousman Jobe, Strategic Partnerships Manager, LinkedIn
Laura Leopard, Founder and CEO, Leopard Solutions
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Content
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1. The Reality Today
2. A New Approach
3. What Do These Lawyers Care About
4. What We Did and How it Worked?
5. Q & A
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
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Decline in Law School Enrollment
High 3rd-Party Agency Spend
Challenges in the Legal Industry
Rebounding Economy- Limited Number of Transactional
Lawyers
Passive Talent Engagement
Macro Micro
Time spent on Quality vs. Non Quality candidates
Hiring Fast Enough
Gentleman’s Agreement across firms
High 3rd Party Agency Spend ReducingCost of hire
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Old Strategy- Active Only New Strategy to Attract Passive
Active Candidates Passive Candidates
• Use job board / resume database• Post Jobs for open positions
• Send Messages hoping candidates will respond
• Have a Careers Page for job and location information
• Leverage Social Media to Tap Into Networks• Publish Updates & Posts that celebrate company
culture, news and achievements
• Run Ad Campaigns piquing interest in jobs & company culture among target talent
• Dynamic Careers Pages to show each viewer why they’re the right fit for your culture
• Prioritize How Hard to Fill Jobs Show Up to highlight opportunities to the right people
• Send InMail to land the punch
Successful Law firms are focusing on passive candidates:
57%of the decision to ‘buy’
is now made before any commercial contact with your
business
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
• LinkedIn’s mission
Connect the world’s professionals to make them
more productive & successful
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
LinkedIn: A global pool of talent
5M+INDONESIA
3M+PHILIPPINES
2M+MALAYSIA
1M+SINGAPORE
1M+SAUDI ARABIA
23M+BRAZIL
122M+UNITED STATES OF AMERICA
11M+CANADA
33M+INDIA
7M+AUSTRALIA
1M+NEW ZEALAND
4M+SOUTH AFRICA
1M+UNITED ARAB EMIRATES
19M+UNITED KINGDOM
10M+FRANCE
8M+ITALY
2M+BELGIUM
1M+DENMARK
4M+TURKEY
6M+NETHERLANDS
2M+SWEDEN
7M+SPAIN
12M+CHINA
433M+ Membersworldwide
+2 New members per second
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Content is the Core of our Member Experience
8More engagement
with business content vs. jobs
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Mobile is at the very center of our content strategy
Over 60% of LinkedIn unique visitors come from mobile
60% of content page views come from mobile devices
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
PrinceTrump
Kim Kardashian7-foot-tall Football
PlayerKobe BryantKelly Ripa
LeadershipSocial media marketing
Self-esteemMarketing
Employee engagementTemporary placement
Design thinkingManagement
Time managementSales#Prince
#NewNFLTeamsRedskinsThe Pope
#GreysAnatomy#HeroesReborn
And The Professional Mindset is Markedly Different
**Trending topics by social media platform 9
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Lawyers on LinkedIn
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |11
LinkedIn Members that are Attorneys in USA by Metropolitan Area- June 1st, 2016
There are Over 1 million lawyers on LinkedIn
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. | 12
Who are they?
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
How Lawyers use LinkedIn:
Stay up to date on industry news/events
Check inMail
Network with other professionals
Share content
Participate in Groups
Follow companies
Look for career opportunities
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Lawyer come to engage with law firms, legal trends and recruiting
Top 5 Most Engaged Content Top Trends
*April 2016
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Jeb Bush, The ABA Journal ad Law Jobs Network attract a lot of interest
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Lawyers are likely to have more connections, research careers, groups and check messages; Yet are more selective on who they will follow and what they will share.
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Connecting with Lawyers on LinkedIn
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Pilot OverviewFox Rothschild Piloted a strategy with LinkedIn to increase Brand
Awareness and meet demanding hiring goals:• Recruitment Ads to drive brand awareness, Career Page views &
Followers among target audience, sponsored updates to drive additional engagement.
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
20,909 1,673 X X
Followers
Com
pany Page Traffic
Job A
pplications
Talent Brand
Index
Talent Engagem
ent
Job Views
Targeted Jobs and Media strategy was intended to drive awareness and engagement. These Key Performance Indicators helped determine effectiveness
+99%in
Followers
706Visitors(12 month high)
+32%vs 2015(12 month high)
+115%vs 2015(12 month high)
+58%(12 month high)
+89%(12 month high)
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
What Was The Business Impact?
“Increase in 2015 revenue due to head count growth, strength in some core practice areas and a 3 to 4 percent increase in effective rates.”
Mark Silow, Fox Rothschild Managing Partner
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
The Formula that works
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Attract followers and drive job/careers page views with Media (Recruitment Ads, Work With Us Ads)
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Tell them what makes your company a special place to work with Dynamic Career Pages and Sponsored Updates
Land the punch with personalized messages to the best of our 400 million members with Recruiter
3 Let target passive & active members know you’re hiring for their role with job slots
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
YourRecruitment
Message Here
When they network with members
When they interact in Groups
On the LinkedIn Homepage
Today you are leveraging automated outreach to attract ideal candidates to learn Fox Rothschild’s story, gain new followers and explore your career opportunities
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |Employee profiles can increase Career Page visitors by up to 66%
Work with Us Ads attract top talent every time they visit every one of your colleagues’ LinkedIn Profile pages
BEFORE they saw this…..
…NOW they see this
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Fox Rothschild’s currently has 4,672 followers. Followers will fuel your hiring and marketing success
Members are 61% more likely to share information as a result of following your company61%
95% Followers are 95% more likely to accept an InMail
79% of members are interestedin job opportunities from companies they are following
79%
2
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Sponsored Updates Help youReach the entire LinkedIn network
Company UpdatesOnly reach your pool of followers Today
Sponsored Updates enables Fox to tell your story beyond your followers. Build the same kind of relationships with talent outside your followers
400M+(+2 every sec)
LinkedIn Member Population
4,663
1
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Fox’s Top 3 sponsored updates
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
(for content automatically changes for Attorneys, Paralegals vs. General LinkedIn Public)
Tell them what makes your company a special place to work with Dynamic Career Pages2
Attorneys See This Paralegals See This
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
√ √√On the LinkedIn homepage On the Job Search page In the member’s email inbox
√ Mobile Devices√ Company home page
Interested in Our Company?
Let target passive & active members know you’re hiring for their role with job slots3
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
1301 followers
1301 followers
Veteran MobileTop Performer
Expand your reach to Access the full network
Added to project
Met her. Ready to move in 6 months. Follow up in Oct.
General Manager - Chicago
General Manager - Chicago
Megan Jainat Acme SystemsGreater Chicago Area I I via Networking
General Manager
Engage candidates directly with InMail
Manage your pipeline of talent
Working from a single platform allows you to both source more effectively and develop a pipeline of talent before reqs come open.
Land the punch with personalized messages to the best of our 380 million members4
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Sample Inmail- 1
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Focuses mostly on the recipient.Keep it SHORTRecommend driving people to "Follow" the company page
Encourage people to follow
Dear Awesome Candidate,
Fox Rothschild LLP is an AmLaw 100 law firm with nearly 750 attorneys practicing in 22 offices across the country. We have been rapidly growing over the last few years, and have recently expanded into the Chicago market. We are looking for talented associates with entrepreneurial interests to join our Chicago team.
If you know of anyone who shares your background in corporate and may be interested in an associate position in our Chicago office, please feel free to forward the link below: http://www.foxrothschild.com/careers-for-attorneys/open-positions/?office=chicago-il.
Additionally, if you are interested in receiving more updates about our Firm, I encourage you to hit the “Follow” button on our company page: https://www.linkedin.com/company/fox-rothschild-llp.
Thank you!
Lindsae
Recruitment Coordinator at Fox Rothschild LLP
Associate Corporate Attorney at AmLaw 100 Firm
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Sample Inmail- 2
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Associate CAssociate Attorney at AmLaw 100 Firm
Dear Future Rainmaker at Our Firm,
I came across your profile and noticed your impressive credentials and significant real estate experience. Along those lines, you might be interested to know that we were recently named a 2015 Leading Real Estate Law Firm by Commercial Property Executive. We are pleased to be among the top real estate law practices in the nation and to represent some of the world’s best-known real estate and financial institutions.
For more updates on our real estate practice and other happenings within our firm I encourage you to hit the “Follow” button on our company page: https://www.linkedin.com/company/fox-rothschild-llp
We currently have an opening for a Real Estate Associate in our New York office (http://www.foxrothschild.com/careers-for-attorneys/open-positions/). Your profile seems to indicate the experience and skills that are desired within the real estate group here at Fox Rothschild LLP.
If you are interested in learning more about this position, I would be happy to discuss it with you further.
Thank you!
LindsaeRecruitment Coordinator at Fox Rothschild LLP
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Appendix
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Fox Rothschild gained momentum across all key metrics during their pilot
Metrics Pre-Pilot Pilot Period % Change March 2016 % Change
Monthly Followers Added 96 191 +99% 371 +99%
Monthly Career Page Views 0 417 +100% 706 +100%
Weekly Job Views 878 1,160 +32% 1,300 +32%
Weekly Job Applications 52 81 +57% 112 +57%
Talent Brand Index (Snapshot) 7.8% 11.1% +42% 12.6% +62%
Engaged Members(Snapshot) 21,691 34,330 +58% 41,007 +89%
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
You doubled your speed of acquiring new followers. During the pilot, it took 3 months to gain 570 followers; this same feat took almost 6 months pre-pilot.
Fox Rothschild New Monthly Non-Employee Followers
15% of all Fox Rothschild new hires during the last year were Followers
575 new followers 570 new followers
Pre Pilot Pilot
Your speed of engaging these new hires has doubled.
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Rank Company Followers1 White & Case 30,332
2 Greenberg Traurig 15,832
3 Morgan, Lewis & Bockius 12,859
4 Fox Rothschild 4,672
5 Blank Rome 4,414
6 Nixon Peabody 4,260
7 Ballard Spar LLP 4,069
8 Lowenstein Sandler 4,021
9 Manatt, Phelps & Phillips, 3,228
10 Kaye Scholer 2,797
While follower growth has accelerated, Fox Rothschild is still engaging 3X to 9X fewer followers than top 3 peers.
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Fox Rothchild’s Traffic Driver Campaign has generated 694 leads to the Career Page/Jobs.
Clicks
250,000
Click Through Rate
*Campaign was launched on August 2015 and went through October 2015. **Industry average for 300x250 banner ad online is 0.05-0.08%.
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. | 37
Career Page Monthly Visitors
Fox Rothschild’s Career Page has taken off during the pilot driven by ads
47% of all Fox Rothschild’s Career Page visitors were lawyers
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
BEFORE they saw this….. …NOW they see this
Picture Yourself at Ballard Spahr
• Did you know: The #1 activity members perform on LinkedIn is viewing profiles
During the pilot, “Work With Us” ads have been served up 25,920 times, making every colleague a brand ambassador and performed at 5x the industry average*
Reporting Dates: July 2015 through September 2015*Fox’s Work With Us Ads had a Click Through Rate of 0.39% in this period. Industry Average click through rate for a 300x250 Banner: 0.08%
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
In October 2015, , you have built your talent brand through Sponsored Updates
4 Updates sponsored
52,614 Impressions
539 Leads (clicks)
15 Followers added
Data Source: Summary of Sponsored Updates from the past year up to Nov 14 2015. Budget data is reported in USD.39
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
of all Fox Rothschild job views came from passive candidates
70%
Fox Rothschild’s Job Views increased by 32% during the pilotJob Views per Week
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Fox Rothschild has received 57% more Job Applications during the pilotJob Applications per Week
of Fox Rothschild’s hires impacted through LinkedIn had advanced degrees
67%
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Fox October 2015 Acceptance RatePeer 12 month Acceptance Rates Fox 12 month Acceptance Rate
In the past 12 months, Fox’s Inmail response rate was at the bottom compared to peers. In October 2015 (with training and increased branding), Fox’s inmail acceptance rates led all peers. However…
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1 of 10Peer Group•AmLaw 100 Firm 1•AmLaw 100 Firm 2•AmLaw 100 Firm 3•AmLaw 100 Firm 4•AmLaw 100 Firm 5•AmLaw 100 Firm 6•AmLaw 100 Firm 7•AmLaw 100 Firm 8•AmLaw 100 Firm 9
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
…Fox sent 57 inmails or less/seat for the majority of the past 12 months. Peers are averaging closer to 80-100 inmails/seat. There is an opportunity to increase outreach
InMails SentInMails Sent
*Average for time period shown in graph43
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
How LinkedIn measures your perception with members as an employer of choice? Talent Brand Index
Talent
309,768309,768membersmembers
membersmembers34,33034,330
Talent Brand ReachTalent Brand ReachTalent that’s familiar with you as an employerTalent that’s familiar with you as an employer
Talent Brand EngagementTalent Brand EngagementTalent that is interested in you as an employerTalent that is interested in you as an employer
Viewing employee profiles
Connecting with your employees
Researching company and career pages
Following your company
Viewing jobs and applying
Talent Brand Index= 11%
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
Fox Rothschild’s Talent Brand Index has catapulted to best among peers
Talent Brand Index (Compared to Peers)
Fox Rothschild (Pre-Pilot)
Fox Rothschild (Current)
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1st of 10Peer Group•AmLaw 100 Firm 1•AmLaw 100 Firm 2•AmLaw 100 Firm 3•AmLaw 100 Firm 4•AmLaw 100 Firm 5•AmLaw 100 Firm 6•AmLaw 100 Firm 7•AmLaw 100 Firm 8•AmLaw 100 Firm 9
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
While Fox has moved the needle on engaging future hires, Top 3 peers are engaging members 1.3 X to 2.5X more than Fox.
Number of Engaged Members (In Thousands, Over Time)
Fox Rothschild (Pre-Pilot)
Fox Rothschild (Current)
Recommendation: Accelerate Path to Engagement 46
4th of 10Peer Group•AmLaw 100 Firm 1•AmLaw 100 Firm 2•AmLaw 100 Firm 3•AmLaw 100 Firm 4•AmLaw 100 Firm 5•AmLaw 100 Firm 6•AmLaw 100 Firm 7•AmLaw 100 Firm 8•AmLaw 100 Firm 9
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Over the past 12 months, you influenced 9% of new hires through your investment.
*Impact means that a candidate interacted with a paid for LinkedIn Talent Solution (Career page, Ad, etc.) before indicating they were a new hire at Fox Rothschild with their LinkedIn profile 47
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
During the pilot period (with solutions that drove awareness and engagement), new hires influenced rose to 31% (+3.4 X vs pre-pilot)
*Impact means that a candidate interacted with a paid for LinkedIn Talent Solution (Career page, Ad, etc.) before indicating they were a new hire at Fox Rothschild with their LinkedIn profile 48
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
If Fox Rothschild continues at their pilot Impact* rate, they will be near the top of their peer group
Fox Rothschild (Current)
Percentage of New Hires Impacted by a LinkedIn Talent Solution (Last 12 Months) and Projected* 12-Month Impact Rate of Fox Rothschild by June 2016
Fox Rothschild (Projected)*
*Impact means that a candidate interacted with a paid for LinkedIn Talent Solution (Career page, Ad, etc.) before indicating they were a new hire at Fox Rothschild with their LinkedIn profile**Fox Rothschild impacted 4 hires per month measured during pilot (July + August) so that’d be (4 hires)(12 months)=36 hires. Assume number of hires remains same: 36 out of 169 hires = 28% 49
Peer Group•AmLaw 100 Firm 1•AmLaw 100 Firm 2•AmLaw 100 Firm 3•AmLaw 100 Firm 4•AmLaw 100 Firm 5•AmLaw 100 Firm 6•AmLaw 100 Firm 7•AmLaw 100 Firm 8•AmLaw 100 Firm 9
2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
LinkedIn is the business dashboard for theworld’s professionals
Stay connected & informed
Advance my career Work smarter
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2016 NALP Lateral Lawyer Recruiting Summit
June 10, 2016 • Chicago, IL
LinkedIn has extensive and unique reach compared to other social networks
217.3m
UMV
of LinkedIn users do
not visit Facebook
10%
of LinkedIn users do not visit Twitter
43%
of LinkedIn users do not visit Google+
52%
100.7mUMV
110.8mUnique monthly
visitors
93.1mUMV
63.2m
99.8M
53.1M
Source: comScore, US multi-platform data
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