webcast linkedin e aidp: employer branding

32
Webcast LinkedIn per AIDP: Employer branding: rendi attraente la tua azienda per assumere i migliori talenti!

Upload: linkedin-italia

Post on 15-Apr-2017

551 views

Category:

Recruiting & HR


0 download

TRANSCRIPT

Page 1: Webcast LinkedIn e AIDP: Employer Branding

Webcast LinkedIn per AIDP:Employer branding: rendi attraente la tua azienda per assumere i

migliori talenti!

Page 2: Webcast LinkedIn e AIDP: Employer Branding
Page 3: Webcast LinkedIn e AIDP: Employer Branding

Agenda

2015 Talent Trends report

Talent on LinkedIn

Best recruiters act like marketer

Case history

Q&A

Page 4: Webcast LinkedIn e AIDP: Employer Branding

2015 Talent Trends

Page 5: Webcast LinkedIn e AIDP: Employer Branding

Executive Summary

Talent Trends report 2015: survey 20K professionals in 29 countries

Page 6: Webcast LinkedIn e AIDP: Employer Branding

Talent on LinkedIn

Page 7: Webcast LinkedIn e AIDP: Employer Branding

LinkedIn: A global pool of talent

4M+INDONESIA

3M+PHILIPPINES

2M+MALAYSIA

1M+SINGAPORE

1M+SAUDI ARABIA

22M+BRAZIL

118M+UNITED STATES OF AMERICA

11M+CANADA

31M+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

5M+NETHERLANDS

2M+SWEDEN

7M+SPAIN

13M+CHINA

400M+Membersworldwide +2 New members per second

Page 8: Webcast LinkedIn e AIDP: Employer Branding

75% of members are considered passive candidates – but most are open to considering a new opportunity

Open to talking to a recruiter

Completely satisfied; don’t want to move

Reaching out to personal network

Actively looking

Casually looking a few times a week

12%

13%

15%

45%

15%

Sweet Spot

Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries

Page 9: Webcast LinkedIn e AIDP: Employer Branding

KnowledgeThe definitive professional

publishing platform

NetworkWe connect the world’s

professionals

IdentityThe professional profile of

record

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

Page 10: Webcast LinkedIn e AIDP: Employer Branding

Act like a marketer

Page 11: Webcast LinkedIn e AIDP: Employer Branding

Great recruiters think about jobs the way marketers think about products

Strong brands move people toward purchase long before they enter the store

Page 12: Webcast LinkedIn e AIDP: Employer Branding

Your company’s reputation as a place to work is the single most significant and strongest driver of job consideration

17%The company has

a reputation forgreat people

7%The company has

a reputation forbeing prestigious

20%The company has areputation for great

products and services56%The company has a

reputation asa great place to work

Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries

Page 13: Webcast LinkedIn e AIDP: Employer Branding

Employer Branding is a form of Marketing

Goal

Audience

Messaging

Call to ActionCustomer Journey

Sales / Fidelity Hires / Retention

Prospects and customers Candidates and employees

Consumer Value Proposition

Employer Value Proposition

Purchase our products or services

Come work with us / Stay with us

Awareness Interest Intent Purchase

Awareness Interest Application Hire

Marketing Employer Branding

Page 14: Webcast LinkedIn e AIDP: Employer Branding

LinkedIn Talent Solutions allow you to connect with top talent strategically and automatically

Page 15: Webcast LinkedIn e AIDP: Employer Branding

Talent Brand Development methodology

Client Objectives

Talent pool analysis

Client KPI analysis

Customized solution

Page 16: Webcast LinkedIn e AIDP: Employer Branding

Talent Brand Development strategy:

Generate Awareness

Engagement

Leads

Hires

Followers, impressions, ctr, clicks

Content KPIs (impression, clicks, viral

actions)

Responses in recruiter, (open rate, applications)

Page 17: Webcast LinkedIn e AIDP: Employer Branding

Case History

Page 18: Webcast LinkedIn e AIDP: Employer Branding

Build:Ad Campaign Performance

Page 19: Webcast LinkedIn e AIDP: Employer Branding

19©2015 LinkedIn Corporation. All Rights Reserved.

 Designed to drive candidates to the Client’s LinkedIn Career PagesRecruitment Ad Campaign

600.000 Impressions campaign Target

Geos:– Italy– US– UK– China– Spain– France– Turkey– Switzerland– Germany

Industry: Luxury and jewelry, Apparel and Fashion

Function: Retail Salesperson

Page 20: Webcast LinkedIn e AIDP: Employer Branding

20

Campaign Performance

Jun-15 Jul-15 Aug-15 Sep-15 Oct-150

1,000

2,000

3,000

4,000

5,000

6,000

Careers Page Views

Media TrafficOrganic & Other traffic

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

Campaign live

Page 21: Webcast LinkedIn e AIDP: Employer Branding

Build:Follower Impact

Page 22: Webcast LinkedIn e AIDP: Employer Branding

22©2015 LinkedIn Corporation. All Rights Reserved.

 Client’s follower base has been positively impacted by the ad campaignsFollower Growth

Followers are 90% more likely to respond to an InMail

79% of LinkedIn members are interested in job opportunities at companies that they follow

May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-150

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

New Followers Followers

During the campaign: +12,708 new Followers ; +378% monthly followers

Page 23: Webcast LinkedIn e AIDP: Employer Branding

Follower Insights Growth 1 July – 1 November 2015

Growth

Italy 57%

US 51%

UK 56%

China 104%

Spain 146%

France 73%

Turkey 116%

Switzerland 89%

Germany 79%

Page 24: Webcast LinkedIn e AIDP: Employer Branding

Engage:Engagement on Career Page

Page 25: Webcast LinkedIn e AIDP: Employer Branding

©2015 LinkedIn Corporation. All Rights Reserved.

 Client is engaging with the target with content and JobsCareer page engagement

1

7693

1,297

Page 26: Webcast LinkedIn e AIDP: Employer Branding

Engage:Sponsored Updates

Page 27: Webcast LinkedIn e AIDP: Employer Branding

©2015 LinkedIn Corporation. All Rights Reserved.

 The client is reaching the target with the right contentSponsored Updates

Displaying the right content in front of the audience generates engagement, followers and brand awareness.

Key results: - 821 followers- over 452,000 impressions - Average engagement is over 0,91% 

Client’s content: video and Store opening annoucement

Client’s content: Brand communication

Page 28: Webcast LinkedIn e AIDP: Employer Branding

RecruitTalent Direct

Page 29: Webcast LinkedIn e AIDP: Employer Branding

29©2015 LinkedIn Corporation. All Rights Reserved.

Talent Direct campaign

Talent Direct Performance:

Email Delivered: 916 of 2,500 scheduled

Email Opened: 537

Open Rate: 57%

Total Leads: over 170

Response rate based on open 32%

 Designed to drive applicants to client’s recruiter

Company Logo / Image

Page 30: Webcast LinkedIn e AIDP: Employer Branding

30

Recruiting on LinkedIn in Three Steps

 Build  Engage  Recruit

 +12,708 high quality and relevant new followers from specific industry

in desired Geos

 +76 job views/week +1,000 career page

visits/week

 +170 interested candidates

Page 31: Webcast LinkedIn e AIDP: Employer Branding

Questions?

Page 32: Webcast LinkedIn e AIDP: Employer Branding

©2015 LinkedIn Corporation. All Rights Reserved.