Pipeline Builderon New Recruiter & JobsGetting Started GuideMarch 2020

Agenda

1 Overview

2 Create your Pipeline Builder page

3 Manage leads in Recruiter

4 Best practices and resources

The newPipeline Builder Experience

Pipeline Builder is now integrated into the New

Recruiter & Jobs experience so you can track and manage

leads more efficiently

Pipeline Builder - New Features Here’s what’s new with Pipeline Builder in New Recruiter and Jobs experience

Publishing process● New field for Owner● Ability to select existing Project

under contract or associate with new Project

Lead Management● New “Campaigns” tab to quickly

filter Projects containing Pipeline Builder leads

● *Unlimited messaging to leads

*sending an InMail to a Pipeline Builder lead does not count against total InMail allotment

Purpose of Layout: To show to labeled icons with a key message.

Tip: Place your icon either centered inside the light amber circle, or 1/3 of the icon just peaking out of the top of the circle.

Replace text placeholder with your own words.

Reach Attract Engage

Pipeline Builder overviewPipeline Builder brings you a qualified list of interested talent in three easy steps

Purpose of Layout: This text layout is for expanding upon 3 main points

Tip: Replace text placeholders with your own words.

1. Audience

Know your target audience. Work with your recruiting team to select criteria (regions, occupations, skills, companies, job functions, etc.) that you’d like to target.

2. Content

Gather content that you’re ready to share on your Pipeline Builder Page and Sponsored Content, if applicable.

Tip: Personalize your content/messaging to engage your target audience

3. Recruiter

Be ready to follow up with the warm leads generated from your campaigns in a timely manner via LinkedIn Recruiter.

Here’s what you will need to get started

Pre-LaunchChecklist

Pipeline Builder Example RoadmapWhat to expect!

Post-LaunchChecklist

Week -4 Week -3 Week -2 Week -1

Week 4Week 3Week 1 Week 2

Define campaign goals and success metrics

Identify target audiences alongside TA team

Define team roles

Pulse Check 2

Discuss campaign and feedback on leads generated

Provide reporting on campaign

Refine/optimize campaign and targeting

Recalibrate content and targeting based on lead quality

Gain feedback from recruiters in charge of leads on quality of candidates in PB

Use this feedback to refine your target audience

Gather content that is ready to be applied to the PB page

Advise client where necessary

Create a plan for Recruiters to manage leads

Agree on any SLAs or templates your team will use

Ensure PB specs are adhered to and that the page is fit for purpose

Proceed with launch or “Going Live” call

Pulse Check 1

Full team meeting to discus launch of campaign and initial feedback

Create your Pipeline Builder page

2

Visit your LinkedIn Company Page and click “Manage Page”* 

Click the Pipeline Buildertext at the top of the page

Click “Create new page” at the top right to build out your Pipeline Builder page

* Only Pipeline Builder administrators have access to this button. Ask your Company Page administrator for access.

Select your LinkedIn Recruiter contract by clicking “Change”. You’ll only need to do this step if your account is associated with multiple contracts.

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Create your page

Note: Pipeline Builder may be located under the “All Pages” dropdown

Upload a banner image

Write a headline (required)Choose something that is brief but engaging and action oriented. Ex: “Join our Engineering Team” or “We’re hiring data ninjas like you.”

Write your body paragraph (required)Include details on the type of person you’re looking for and what the role and your company offers. Use the Highlights section to include bullet points that make text easier to skim.

Identify a recruiter or hiring manager for the “Share contact info with” module1

Let candidates know who is managing the hiring process. Please note that this is not a clickable section for the candidate.

Add rich media and an accompanying headline (required)Use images, video, or slides to advertise your brand and culture.

Identify up to three employees to highlight in Employee showcase. Include people whose backgrounds are relevant for the target audience. At least two employees must be featured for the module to show.2

Minimum size: 732px (width) by 412px (height)

Anatomy of a Pipeline Builder landing page

* Only those with a LinkedIn Recruiter Seat on your organization’s dashboard will have access to the leads.**Recent Projects list here must be 1) a public project and 2) does not already link to a Pipeline Builder page

Get your new landing page link. This link will sit behind any campaigns you use to drive candidates to this page.

Create a new Project where your leads will be accessible in LinkedIn Recruiter* and assign a Project Owner.

Click “Preview” to see your page, “Save Draft” to save and edit later, or “Create page” when you’re ready to publish it.

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Publishing your landing page

Link to an existing Project where your leads will be accessible in LinkedIn Recruiter.**

OR

Add a campaign immediately or you have the option to “Add Later”

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Make a duplicate of the page you would like to unpublish by clicking the three dots and selecting Duplicate.

Since hiring needs could change, you may want to unpublish an existing page, but republish it at a later date. Follow these steps to unpublish a live page and save its content for future use.

Delete the landing page you would like to “unpublish.”

Republish your landing page at a later date or leverage the existing content for a new project.

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Unpublish and re-publish Pipeline Builder pages

Managing Leads in Recruiter

Talent Pool TabManage campaign leads from the Talent Pool Tab in Recruiter Projects

Pipeline FolderManage leads within the same Pipeline Tab as your Jobs and Sourcing leads

Filtering Made Easy

Manage new and existing campaigns from a centralized location

Sign in to LinkedIn Recruiter

Click the “Campaigns” tab

Click the name of the campaign you want to see

Note: use filters to help identify Projects

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Assessing your Pipeline Builder leads

The Talent Pool tab will show you all of the leads gathered

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The Pipeline tab5

In this tab you can “Save” leads to your Pipeline, where you can structure your outreach.You can also “Hide” Candidates who are not relevant for this pipeline

In this tab you can send InMail outreach to leads via the “Message” button, you can progress candidates through the process via the “Move to” button

Note:• From the Pipeline tab you can “Share for Review”, which allows you to share chosen leads with your teammates/ the hiring manager

(once they have a Hiring Manager seat)• If you want to transfer leads into an existing Project you must click into their profile and add them via the Projects icon

Assessing your Pipeline Builder Leads

Drive leads to take action – this is the key of every response. If there is an open role, drive leads to a discussion or application. If there’s no current open role, drive leads to follow your company on LinkedIn or read your content.

Respond ASAP (within a few days) of the lead to capitalize on momentum.

If the candidate is not a fit, a polite decline note will keep the candidate warm and close the loop on the process. Failure to follow up risks a negative brand perception and experience.

Respond to everyone who expresses interest, regardless of whether or not they are a fit.

Keep in mind that you may have to follow up a few times and you can leverage both InMailTM and the member’s email and phone contact information (if provided) to do so.

Leverage InMail templates to speed up your response process.

Create a best practice checklist

Note: Sending an InMail to a Pipeline Builder lead does not count against total InMail allotment

Project List View - New Filtering Capability

Project List - Project ArchivingBefore archiving a Project, you must unpublish your Pipeline Builder to stop the PB lead flow

Best Practices andResources

Recruitment Ads Sponsored Content

Recruitment Ads and Sponsored Content are designed to drive potential candidates to your Pipeline Builder pages. If your Pipeline Builder package only includes Recruitment Ads, speak with your Media Account Manager to set targeting. To create Sponsored Updates, follow the steps on the next slides.

Recruitment Ads and Sponsored Content

Content ideas include:● A quote from your

employees or leaders

● Why your organization is a great place to work

● Exciting projects these candidates would be

working on

● Career development and/or growth opportunities

● Accolades or awards your organization have received

● The growth your organization is experiencing and why

● Showcasing an employee from a team you’re hiring for

Keep your content short. We see higher engagement on posts of 150 characters or less.

Be visual. Always include some type of rich media in your post, since this will make your content engaging. Our size recommendation is 1200x627 given our platform.

The only link in your post should go directly to the relevant Pipeline Builder Page.

Include a call to action in your post (ex: Click here, Learn more), so members know what your request is.

Sponsored Content best practices

Content Ideas and Best Practices

Start Specific

If you can build a good audience size

with a list of job titles start there

Minimum 50k+ members

…for hiring campaigns and

100k+ members for Employer Branding

Don’t laser focus

You don’t want to omit top talent by getting too niche

with your targeting

Qualify with content

Be specific with your content. Let the viewer qualify themselves as the

right audience

Targeting your audience effectively

Commands:

Select “More” at the top of the screen to:

- Copy your landing page URL- Delete your landing page- Edit your campaign folder name- Add/Edit ad campaign

Tips

● You can personalize your message by using the command “%FIRSTNAME%”. This will pull in the member’s first name from their LinkedIn profile and make content more relevant to viewers, increasing click-through rate.

● Always put the most important information (ex: job title, location) toward the beginning of your content.

● When using Sponsored Updates, copy your landing page link and sponsor a post by clicking the “Add a campaign” link.

● When using Recruitment Ads, reach out to your LinkedIn Media Account Manager to let them know your page is now live.

● As with all content, quality is key. Make sure your text is easy to understand and engaging.

Tips and helpful administrative plans

Best Practice: Autodesk

Autodesk uses Pipeline Builder to fill high-demand roles in multiple locations around the world. They created more than 10 pages, each with a captivating headline, that speak to career growth and are culture specific to region and job function so that they’re as relevant as possible to the viewer. They also leverage the highlight modules to feature perks, language skills they are looking for, and more to further target potential candidates.

Best Practice: Invesco

Invesco uses Pipeline Builder to target hard-to-fill roles in compliance and legal counsel and build general awareness across multiple regions to support long-term hiring needs. Their landing pages feature a video of their CEO speaking about the company’s strong outlook and the importance of their unique company culture.