Presented at Social Recruiting Strategies Summit in July 2013. LinkedIn has quickly become one of the most effective tools for social recruiting and the company adds new products and features on a regular basis. How do you know which LinkedIn products will deliver they greatest ROI for your business? Join Kara Yarnot, founder of Meritage Talent Solutions, for a case study of LinkedIn implementation at a FORTUNE® 500 company. Yarnot will discuss the effectiveness and adoption of products like LinkedIn Recruiter, job postings, Work With Us ads, Sponsored Jobs, Platinum Careers Page, Follow Company ads, and much more. Takeaways include: • An overview of LinkedIn products • Results and metrics you can use to measure LinkedIn product effectiveness • LinkedIn product recommendations based on your company’s social recruiting strategy

2. Agenda
LinkedIn Reach
Case Study Company Overview
LinkedIn Talent Solutions Products
Features and Benefits
Impact / Results at Case Study Company
What LinkedIn Products are Best for Your Company?
Framework for Selection
Metrics/Measures to Consider
2

3. 88% of FORTUNE 100
use LinkedIn for
Recruiting
20% of LinkedIn users
are active job seekers
3

4. Case Study
Company Overview
FORTUNE 500
company
• Science, technology,
engineering focus
• Primarily services
• Federal gov’t is
primary customer
~7500 external
hires per year
• Systems Engineers,
Intel Analysts, IT
Specialists
• Contract-based hiring
• 90% experienced
hires
Branding
Challenges
• Compete with many
better known brands
• Good awareness in
local markets, low
awareness nationally
• 5+ years of leadership
and strategic changes
4

5. Recruitment Marketing
Execution Plan
Recruitment
Marketing
Platform
LinkedIn
Niche
Boards
Proactive
Sourcing
5

7. Recruiter
• Search entire database (beyond your 1st and 2nd degree network)
• Advanced search interface includes unique filters
• Contact candidates directly via 50 InMails per month
• Collaboration across team members
• Pipeline management capabilities and metrics
7

8. Initial
Strategy
• Large
investment in
Recruiter seats
Results
• Very low usage
by recruiters
• High InMail
response rate
Changes
• Reduced # seats
by 50%
• Opted not to use
Talent Pipeline
features
8

9. Career Pages
Potential candidates can follow your page
Opportunity for employment brand messaging
Targeted jobs displayed to each user
Custom experience available based on user’s profile (available
only with some packages)
Ability to increase candidate engagement via status updates
and targeted ads
Detailed analytics provided
9

10. Initial
Strategy
• Moved from Silver to
Platinum Career Page
• Utilized ‘Follow
Company’ ads
• Created 5 custom
pages
Results
• Significant increase in
followers in 1 year:
• Total: >300%
• Key industry: >200%
• Key function: > 80%
Changes
• Developed page update
strategy
• Added 3 additional
custom pages
10

11. Jobs Network
Jobs shown to both active and passive candidates
Users have ability to forward and share on other
social media
Mobile optimized
Ability to filter and manage candidates (if posted
through Recruiter)
11

12. Initial
Strategy
• Completed a
successful 3 month
‘all jobs’ pilot
(2600+)
• Purchased 500 job
slots with manual
post
Results
• Significant hiring
impact decrease
• Decrease in
LinkedIn traffic to
our career page
• Not all slots being
utilized
Changes • Moved to a job
wrapping strategy
12

13. 2nd
Strategy
• Used job
wrapping
• Increased job
slots to 1000
Results
• Hiring impact
increased
• Traffic and quality
of candidate
increased
Changes
• Piloting new job
wrapping
strategies
• Kept job slot
purchase at
same level
13

14. 14

15. Work With Us
Ads
Own the ad space your employees’ profiles
Most relevant jobs displayed based on user’s profile
Drives traffic to career page and job postings
15

16. Initial
Strategy
• Capitalize on ad
space on 29k+
employee profiles
• Attract more
‘passive’ talent
Results
• Achieved CTR
over 30x industry
average
• Increased career
site traffic/applies
Changes
• Began
encouraging
new hires to
update/create
LinkedIn
profiles
16

17. Overall LinkedIn
MetricsMeasurement Ranking / Metric
Source of traffic
to career site
#3
Application
complete /
Application start
66% (#1 of all
sources)
Applicant to
Interview
Conversion
20-25% (4x any
other source)
Number of
applicants per
hire
#1
17

19. Awareness
• Increase recognition
• New geography
• New industry
Engagement
• Increase
knowledge
• Build brand
understanding
Action
• Apply to
positions
• Join talent
community
Framework for Social
Media Investment
19

20. Awareness
• Career Pages
• Work With Us
Engagement
• Career Pages
• Recruiter
Action
• Jobs
• Recruiter
• Work With Us
LinkedIn Products
in Framework
20

21. Metrics
• Usage – logins, searches, InMails
• InMail response rate vs. peer companiesRecruiter
• Change in followers (overall and by geo/function/industry)
• Traffic to your LinkedIn job postings (overall and by profile
data)
• Traffic to your career site*
• Shares/Likes
Career
Pages
• Traffic to career site*
• Candidate quality vs. other sources*
• Talent community joins by source*
• Hires*
Jobs
Network
• Click through rate
• Profiles of users viewing / clicking on ads
Work With
Us Ads
21

22. Questions?
Kara Yarnot, Founder, Meritage Talent Solutions
kara@meritagetalent.com
linkedin.com/in/karayarnot/
@klyarnot
www.talentchatter.com22