Stephanie Wilbrandt & Jill Bockenstette   Media Solutions Consultants

  LinkedIn

Social Recruiting at Scale: The Art & Science of Recruiting

Like a Marketer

Value of social recruiting/selling

3

What is social recruiting/selling?

4

5

Why is social recruiting/selling important?

60% of buyers’ decisions are made prior to any direct contact with a salesperson.

69% of recruiters expect competition to increase in 2015.

 To succeed, 73% of recruiters plan to invest more in social recruiting.

 56% of B2B buyers have used LinkedIn to support their purchase process during the past year. Source: IDC Research

Jobvite, “2014 Social Recruiting Survey,” August 2014.

Sources: Kathleen Schaub, IDC, “Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience,” April 2014.

6

How do you use LinkedIn for social selling/recruiting?

Efficiently engage with clients & candidates on a consistent basis

8

Before we dive in, take note of these 3 tips:

1.  It’s a commitment 2.  Know your audience 3.  Don’t forget about mobile

 Professionals come to LinkedIn to develop their careers, not just to find jobs

9

Why are professionals on LinkedIn?

Identity Connect, find, and

be found

Insights Be great at what

you do

Everywhere Work wherever our

members work

Take the reins on others’ first impression of you

10

Identity: What does your online brand look like?

 Your professional brand:

ü Add a picture

ü Don’t copy / paste your resume

ü Include a personal headline

ü Write a summary (elevator pitch)

ü Point out your skills

ü Ask for recommendations

ü Own your public profile’s URL

Be a human first, recruiter second. Why do you do what you do? What is your passion? What makes you good at your job? How are you helping people?

Check the following off your to-do list

11

What does your firm’s online brand look like?

Build out your Company Page: q  Add a logo and banner image

q  Write a company description

q  Point out company specialties

q  Differentiate from your competition

q  Designate a page admin for company

status updates

 3 steps to follower growth

12

Extend your reach

1.  Add a ‘follow’ button to your company website •  Make it easy for people who visit your website to follow you on LinkedIn. Add a

FREE follow button. *Check out Developer.linkedin.com/plugins. 2.  Go social

•  Cross promote your LinkedIn Company Page in LinkedIn Groups and other social platforms like Twitter and Facebook.

3.  Have employees spread the word

•  Ask your team to include a link to your Company Page on their profiles and in candidate/client communications. They can even embed the follow button in their email signatures.

 Your followers are a viable pool of candidates and clients

13

Why do Company Page followers matter?

ü 100% more likely to respond to an InMail from a company that they follow

ü Nearly 50% more likely to purchase from a company that they follow

ü 79% are interested in job opportunities from a company that they follow

Source: LinkedIn research, December 2014

 Step 1: Use a targeting framework to define your content audience(s)

14

Now that you have followers, engage them

Persona   Professional   Personal   Behavioral  

Candidate  

Title Seniority Experience Skill Education

Age Gender Location

Active on mobile Time spent online

Client  

   

Consultant  

   

   

   

   

 Step 2: Develop a content calendar

15

Set yourself up for success

Monday Tuesday Wednesday Thursday Friday

Status Update

We couldn’t be more excited to announce this...

HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move!

Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain.

Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register.

Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact.

Content Type

Press release Job post link Blog post Event registration Image

Target Audience

Marketers UX designers Engineers Students Everybody

Publish Where

LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter

LinkedIn, Facebook, Instagram, Pinterest

Content Themes:

Thought Leadership Talent Brand Company/product

news Event promotion Just for fun

 Step 3: Target who you want to reach using status updates

16

Right audience, right time, right content

 Best practices for status updates and sharing content

17

Not sure what to post?

1.  Provide value to the professional Will your content help members be more productive and successful?

2.  Think mobile first Is there an image? Is the landing page or destination experience optimized for mobile?

3.  Create a dialogue Include a clear call to action if you want your followers to act.

4.  Plan for the unplanned Plan ahead and schedule content, but leave room for timely events and news.

5.  Communicate frequently Aim for 10-20 status updates per month.

Creative ways to provide thought leadership and insight

Insert: Your audience’s news feed How to stand out from your competition

19

Generate awareness about your company

Build a community of candidates

Promote news or upcoming events

Establish yourself as thought leader

Strengthen reputation as an employer of choice

Build relationships by doing the following:

Member News Feed

 Check out these resources

20

Where can you find great content to share?

 Scale your content

21

Don’t do double the work

 5 golden rules of InMail

22

Perfect your InMail approach

 1. Include an attention grabber and be brief.

 2. Focus on the opportunity, not the job.

 3. Time your outreach.

 4. Include a call to action.

 5. Test and learn. Use your InMail Analytics

report* to understand the effectiveness of

your outreach.

 *Feature available in LinkedIn Recruiter and Recruiter Professional Services.

Want to accelerate your career trajectory?

 LinkedIn Careers Page, Targeted Ads, Sponsored Content

23

Next level efforts

Use data to track success

 Use data to course correct

25

Optimize your strategy

Company A Company B Company C Company A

Company B Company C

 View Company Page performance metrics

26

Test and learn

 The Centrics Group

27

Customer highlight

Next steps  5 takeaways to implement today

28

1. Own your own profile. Lead by example. 2. Update your Company Page. Post 1x/week. 3. Get the members of your team active on LinkedIn. 4. Always remember your audience.

5. Register for our Social Recruiting online series: Build, Engage, Recruit beginning March 4th: : http://linkd.in/1EZKQ0a

©2014 LinkedIn Corporation. All Rights Reserved.

Download