nalp slides v5 6-3-16 (1)

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


© 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



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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




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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• LinkedIn’s mission

Connect the world’s professionals to make them

more productive & successful

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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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Content is the Core of our Member Experience

8More engagement

with business content vs. jobs

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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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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



Lawyers on LinkedIn

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© 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 LinkedIn Corporation. All Rights Reserved. | 12

Who are they?



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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Lawyer come to engage with law firms, legal trends and recruiting

Top 5 Most Engaged Content Top Trends

*April 2016

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Jeb Bush, The ABA Journal ad Law Jobs Network attract a lot of interest

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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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Connecting with Lawyers on LinkedIn



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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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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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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The Formula that works

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4

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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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

1

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© 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

1

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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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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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Fox’s Top 3 sponsored updates

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(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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√ √√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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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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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




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

https://www.linkedin.com/company/fox-rothschild-llp



Appendix




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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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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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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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 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




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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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




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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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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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



…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



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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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



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)


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




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




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




If Fox Rothschild continues at their pilot Impact* rate, they will be near the top of their peer group


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




LinkedIn is the business dashboard for theworld’s professionals

Stay connected & informed

Advance my career Work smarter

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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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nalp slides v5 6-3-16 (1)

Recruiting & HR