5 Steps to Boosting Your Talent Brand Through Content 1talent.linkedin.com | 1

Success with LinkedIn Career Pages

Speakers

Agenda

The Power of Engagement Media

The Power of Personalization

McGladrey’s Career Page Story

Reporting & Sample Results

Q & A

LinkedIn Career Pages Personalization & Relevancy

Digital Trends 2015

• Personalized products automatically get 73% more clicks.

• Nearly ¾ of online users get frustrated with websites when the content has nothing to

do with their interests.

• 66% of marketers reported that targeting & personalization were top benefits of their

marketing strategy in 2014.

Source: BrainSINS

Source: Janrain & Harris Interactive

Personalization Trends

LinkedIn Career Pages

LinkedIn Career Pages

Personalization

Engineering Students Brazil

Relevancy

The Power of Engagement MediaTargeted Ads

How does this look across the web…

How this looks on LinkedIn….

A day in the life of a member on LinkedIn…

14

Profile Snapshot:

George Costanza

Lives in Greater New York

230 connections in his network

Graduated from Queens College

Joined 4 groups related to his industry

George CostanzaArchitect | Architecture and Engineering Industry

Ideal Passive Candidate

Day 1

Day 2-4

Day 5-6

Day 7-9

Day 10

What’s the value behind media?

Impressions Served: 599,205

12

Number of candidates made aware

of your brand message

Number of the above candidates

who engaged with you on the

network after being exposed to your

brand message

Number of the above candidates

you hired in the months after the

campaign

Sample Client Data

78,240

3,607

Unaware

Considering

Hired

Aware

Enhanced Career Page Options

+ Personalization

Increase relevance with more of your top

talent pools and regions

+ Targeted Ads

Connect with candidates at every stage of

the journey, not just actives.

Ensure you’re building awareness and

engagement with the candidates you need.

Reporting & Sample ResultsUnderstanding Benchmarks

Increase of ~6X

in page views

Increase of ~5X

in unique

visitors

Increase of

~2.5 in

Followers

Campaign Reporting

Reporting is shared by your Media Account Manager. Ads are intended to increase traffic to your Careers Page, Jobs, and grow Followers.

Here’s an actual customer example after launching Traffic Drivers:

Media Significantly Increases Career Page Visits

175

304

265 277 269239

263243

265 260281

385

850

718 726

687

216

146161

178

0

100

200

300

400

500

600

700

800

900

Unique Career Page Visitors

Traffic Driver ads

Media Significantly Increases Followers

Traffic Driver ads

Anticipating ROI

300,000 Ad Impressions 600,000 Ad Impressions

McGladrey’s Career PageCrafting a Personalized Story

Overview of McGladrey

About McGladrey:

• 5th largest US provider of assurance, tax and consulting services

focused on the middle market

• 8,000 people in 80 US cities

• Member of RSM International – Presence in 110 countries

ALL

CONSULTING

CAMPUS

McGladrey’s Talent Brand Presence on LinkedIn

AUDIT & TAX

Crafting a Personalized Story

What’s Next? Military Content

Duration: June 13, 2014 –Dec. 13, 2014

Total views: 1,497,655 views

Total clicks: 3,111 clicks

Click through rate:0.20%

Outperformed the industry click through average by 2x!

*Industry Average click through rate for a 300x250 Banner: 0.08%

These ads reached Accounting and Consulting professionals

Hyper Targeted Traffic Driving

Impressions Served: 1,497,655 Duration: June 13, 2014 – Dec. 13, 2014

21

Number of candidates made aware of your brand message

Number of the above candidateswho engaged with you on the networkafter being exposed to your brand message

Number of the above candidates you hired in the months after the campaign

Your investment and The Candidate Journey

86,309

4,534

Unaware

Considering

Hired

Aware

Measuring the Impact

Job ViewersCompany/Career Page Viewers Followers Added

2,361Of your Target Audience

2,718Of your Target Audience

685Of your Target Audience

McGladrey New Monthly Followers (non-employees)

Traffic Driver Ads

Driving Engagement with McGladrey’s Brand

5 Steps to Boosting Your Talent Brand Through Content 35

Key Takeaways

1. Personalizing your Career Page will

provide a relevant experience to

your target audience.

2. Leverage existing content & data to

build out your story.

3. Drive members through the

candidate journey via hyper

targeted campaigns.

Q & A Any Questions?

More info on LinkedIn Career Pages:

http://linkd.in/17c1WNO

Editing your LinkedIn Career Page:

http://linkd.in/1ET6wNK