linkedin customer webcast: building a personalised candidate experience
TRANSCRIPT
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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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