finding the best and brightest students to build your company | talent connect san francisco 2014
DESCRIPTION
Learn about LinkedIn’s fastest growing demographic, students and recent graduates, and how to recruit the future leaders of your organization. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEafTRANSCRIPT
John Boley Recruitment Product Consultant,
Finding the best and brightest students to build your company
Ann Newman Talent Brand Consultant,
Tammy Garmey SVP, Engagement & Strategy,
TMP Worldwide
Marie Artim VP, Talent Acquisition, Enterprise Holdings
39 million students and recent graduates
on LinkedIn
• How students are using LinkedIn • Enterprise Holdings’ success story • Leverage media and branding on LinkedIn to scale student recruiting • Q&A
Agenda
#intalent
How students are using LinkedIn
28% of students use LinkedIn as their
primary job search tool, but…
74% of all students are doing other search-related
activities on LinkedIn
Students have different priorities when looking for a job
Increase Focus Decrease Focus
Good work/life balance A place I would be proud to work Culture that fits my personality Ability to make an impact Excellent compensation & benefits Good relationship with colleagues Employee development Job security
#intalent
Informed decisions occur before they attend a university, during school, and throughout their careers.
Students plan their education and career journeys
#intalent
Decision boards help students map their journeys
#intalent
Students explore unique career outcome data
#intalent
Students use their university pages for research
#intalent
Students are researching and applying for great jobs
Jobs on LinkedIn are dynamic Get more traffic by sharing jobs
#intalent
Students are 100% more likely to engage with a job on mobile
54% network with other professionals
Students come to LinkedIn for a variety of activities
#intalent
70% consume content or contribute to discussions
Students come to LinkedIn for a variety of activities
#intalent
74% learn about what others are doing
Students come to LinkedIn for a variety of activities
#intalent
Enterprise Holdings’ success story
About us
#intalent
Why would I use LinkedIn to connect with students?
It’s only for experienced recruiting.
- Any recruiter at Enterprise, circa 2013
#intalent
41,974 employee profiles on LinkedIn *(ERAC,
EHI, Fleet)
– LinkedIn data, July 2013
#intalent
51,644 professionals visiting your employees’ profile
pages every month *(ERAC, EHI, Fleet)
– LinkedIn data, October 2013
#intalent
3,342 LinkedIn members hired by Enterprise
Holdings, Enterprise Rent-A-Car, and Fleet Management within the past 12 months
– LinkedIn data, October 2013
#intalent
So we started with a pilot 2013
4-month pilot (July – October 2013) Field recruiting • 35 Recruiter licenses • Job slots
Employer brand: • Work with Us advertising • Career pages
• Enterprise Holdings • Enterprise Rent-A-Car • Enterprise Fleet Management
#intalent
The results
Work with Us: .21% desktop, 1.66% mobile CTR
Launched: July 31, 2014 Total views: 81,312 desktop; 2,526 mobile
Total clicks: 174 desktop; 42 mobile Click-‐through rate: 0.21% desktop; 1.66% mobile
Targeted traffic driving ads: .35% CTR
#intalent
679
1,035 897 873 886
803
1,471
1,920 1,741
1,472
1,097 970
1,648
1,414 1,408 1,498
1,830
1,210 1,221 1,143
0
500
1000
1500
2000
2500
Jan-‐13 Feb-‐13 Mar-‐13 Apr-‐13 May-‐13 Jun-‐13 Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14
Total Career Page Unique Visitors Monthly data January 2013 through August 2014, Enterprise Rent-‐A-‐Car, Enterprise Holdings,
Enterprise Fleet Management
Career page visitors increased during media campaigns
Pilot Traffic Drivers
Followers grew by 75% since last August
2,622 2,597 2,639 2,978
2,538 2,271
3,273 3,001
3,181 2,838
3,236
2,778 2,845 2,496
42,746 45,343
47,982 50,960
53,498 55,769
59,042 62,043
65,224 68,062
71,298 74,076
76,921 79,417
0
500
1,000
1,500
2,000
2,500
3,000
3,500
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14
Monthly data July 2013 through August 2014, Enterprise Rent-‐A-‐Car, Enterprise Holdings, Enterprise Fleet Management New Monthly Followers Total Monthly Followers
Where we’re heading…
Champion recruiters
Evolving requisition mindset
MT Chicago
Business need
Diverse Female
HR need
Recruitment need
#intalent
[Sample only] MT: Intern Candidate
Name: Kelly James Role: Student/Retail Sales Associate PT Experience: 2 years Current employer: Target Current location: Chicago, IL Education: ISU – BS, Communications
Needs • Strong team and collaboration • Challenge and growth • Mentorship and guidance
Motivations • Competitive pay • Opportunity for advancement • Flexible career path Concerns • Long hours, no time for personal life • No recognition
Behaviors and attributes
“Bring it on, world! I am ready to get my hands dirty and learn, collaborate, and grow along the way.”
Personal Interests/Background: • Cheerleading, Dance • Volunteers for Chicago
Children’s Charities • Loves Karaoke
Goals • Bring work to life/market • Do work with impact on thousands • Develop a career path
Experienced Entry-level
Experience level
Mobile Desktop
Device
Collaborative Individual
Work style
Introvert Extrovert
Personality type
Writer Reader
Social engagement
Wants • A place I believe in and that believes in
me • Fast, fun, and hands-on environment • Team spirit with individual respect
Job search
LinkedIn Aggregator Job Board Networking Other
Social networks
LinkedIn Twitter Facebook Instagram YouTube
North American entry-level sales professionals
#intalent
European entry-level sales professionals
#intalent
North American veterans
#intalent
North American experienced business professionals
#intalent
North American experienced sales
#intalent
The Enterprise journey Key takeaways
• Rich student talent pool • Extended reach via employees • Pilot = proof • Personalized candidate experience
platform
#intalent
Leverage media and branding on LinkedIn to scale student recruiting
Stand out with relevant content that captures their attention We are consuming information like never before
Blackberry
Leveraging employment branding media allows you to remain top-of-mind year-round
Videos and testimonials strengthen your message Bring your story to life
#intalent
Engage in a two-way dialogue
Share relevant career-mentoring content
#intalent
Encourage employees to publish and share content
#intalent
Share experiences that students can relate to
#intalent
Amplify your efforts
Use targeted recruitment ads to expand your reach
#intalent
Use sponsored updates to engage your audience
#intalent
Use branded InMail campaigns to drive action
Source: shared with permission from Blue Cross Blue Shield of Michigan #intalent
Summary 1. Student are LinkedIn’s fastest growing demographic and come to LinkedIn for a
host of activities
2. Organizations use data and performance to recognize LinkedIn as a leading source for recruiting students
3. Leverage media to differentiate your organization as an employer of choice among your target student audience
#intalent
Modernize your strategy with LinkedIn’s Student Recruiting 2.0 Guide
Q & A
