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

Success With LinkedIn Career PagesCareer Page Personalization

Targeted Engagement Media

Talent Communities

Introductions

Agenda

The Power of Engagement Media

The Power of Personalization

Building a Talent Community

Reporting & Sample Results

Q & A

LinkedIn Career Pages Personalization & Relevancy

Digital Trends 2014 - 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: BrainSINSSource: Janrain & Harris Interactive

Personalization Trends

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….

5 Views600k Ad Impressions

30 Views1.5M Ad Impressions

What’s the value behind media?

Impressions Served: 599,205

12

Number of candidates made aware of your brand message

Number of the above candidateswho 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

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

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

Jan-

13

Feb-1

3

Mar

-13

Apr-1

3

May

-13

Jun-

13

Jul-1

3

Aug-1

3

Sep-1

3

Oct-1

3

Nov-1

3

Dec-1

3

Jan-

14

Feb-1

4

Mar

-14

Apr-1

4

May

-14

Jun-

14

Jul-1

4

Aug-1

40

100

200

300

400

500

600

700

800

900

178161146

216

687726718

850

385

281260265

243263

239269277265

304

175

Unique Career Page Visitors

Traffic Driver ads

Media Significantly Increases Followers

Traffic Driver ads

Anticipating ROI

300,000 Ad Impressions 600,000 Ad Impressions

Building a Talent CommunityExelon’s Story

DiversityMilitary

ITEngineering

Exelon’s Talent Brand Presence on LinkedIn

Students

Traffic Driver Ads

These ads are reaching Engineering, Operations, Finance, and I.T. professionals, working in the Utilities and Oil & Energy industries,

and in the US (emphasis on the greater Chicago, Rockford, Philadelphia and Davenport areas)

Job Viewers

Company/Career Page Viewers

Followers Added

1,007Of your Target Audience

3,994Of your Target Audience

1,328Of your Target Audience

Career Page Visitors Traffic Drivers are effectively driving talent to Exelon’s Career Page, the hub of your Employer Brand on LinkedIn

Campaign launchedJuly 17- October 17*Data as of 11/1/14

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 Sep-14 Oct-140

500

1000

1500

2000

2500

3000

3500

772

1,072 1,093

1,408

755

1,025 9711,081 1,042 1,026

483

1,340

2,323

2,913

1,886

Career Page Visitors

10%

75%

Branding increases Exelon Recruiter InMails

Apr 2014 to Sep 2014

Engaged

with your brand

No engagement

with your brand

InMail Response Rates by Recipient Engagement

*Engaged member = any member who viewed one of your jobs, your company/career page or became

a follower within the 60 days prior to receiving an InMail from one of your employees

Exelon’s Talent Community Challenge

Situation• Wanted to migrate an existing talent community to a system that would not

become stale. Looking for a “living breathing” profile that synchs to a member’s professional profile of record.

• Looking for a Talent Community that would be a true “community” with a concerted effort to engage these members over time. (avoiding black hole)

Solution• Transitioned existing talent community database via a CheckIn link into

Recruiter.

• Promoted the new Talent Community link across multiple platforms: Exelon Career Website, LinkedIn Company & Career Page, Social Media, Email Signatures, etc.

Promoting the Talent Community

Member Experience

Results• 10,812 existing talent community members converted to the new CheckIn

Talent Community.• 4,351 NEW talent community members since launch in March 2014.

Performance

Exelon followers grew by 148% since last July

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-140

5000

10000

15000

20000

25000

30000

35000

0

500

1000

1500

2000

2500

3000

3500

4000

4500

1,3318821,0341,0351,109948844

584

4,054

2,310

3,060

715732624534566607579556

8,444 9,023 9,630 10,19610,73011,35412,08612,801

15,861

18,171

22,22522,80923,653

24,60125,710

26,74527,779

28,66129,992

Exelon Monthly Followers

New Monthly Followers Total Monthly Followers

CheckIn events started in September 2013, gaining a total of 14,301 candidate responses to date

Key Take Aways

1. Know what your trying to solve for2. Build out your content first3. Have a strategy or process 4. Track your progress5. Leverage your account team for ongoing and future strategies6. Engage your organization not just your talent acquisition organization

Q & A Any Questions?