How can you strategise to strengthen your firm's brand, deliver best-in-class service to your customers, hire the best recruiters and optimise your sourcing and placing of candidates? View this presentation to find out.

1. LinkedIn Day London
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Search and Staffing, 7th November 2014

2. Ollie Sharpe
UK Sales Manager, LinkedIn
@olliesharpe
Building your Brand and Social Media Strategy

3. @olliesharpe
Recruitment companies are moving from being sales focussed to being marketing focussed…

4. @olliesharpe
What is

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“A brand is a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one service or another”
Seth Godin

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Marty Neumeier, Zag

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“Brand is simply an organisation, product or service with personality”
Wally Olins

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Simon Sinek: www.startwithwhy.com
Performance
Heritage
Style

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Why do you exist?
How are you different?
What is your unique selling proposition?
How do you communicate what your consultants do?
What are your values?

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If your company was a car, what car would it be?
SAFE
INNOVATIVE
PERFORMANCE
PRESTIGIOUS
AFFORDABLE QUALITY
LUXURIOUS
PIONEERING
BRAND OF THE PEOPLE
LUXURIOUS
LONGEVITY

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Because you know you are better than everyone else!

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WE ARE THE BEST!

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Why is Brand Important?

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The best recruiters act like marketers…
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Followers are 95% more likely to respond to an InMail
79% of members are interested in job opportunities from companies they are following

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3 Simple Steps

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Build Followers
Engage them

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Recruit

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Build
Engage
Recruit
Followers
them

32. “What do internal talent teams need from their agency partners?”
Emy Rumble-Mettle
Head of Talent Acquisition
GroupM

33. •
Myself
•
GroupM
•
Talent function
“Tell us about yourself and your company”

34. •
‘Supplier’ status
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Huge spend
•
No control
•
Lack of trust from agencies
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‘Partner’ status
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Cost savings
•
Control
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Strong relationships
“How have things changed since you started?”

35. •
Showcasing EVP
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LinkedIn Recruiter
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LinkedIn Job Slots
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Tracking success
“How have GroupM adopted Social Recruiting?”

36. •
Working with chosen partner agencies
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Specialist agencies for specialist roles
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Agencies with reach in to niche areas
“How are you planning to use agencies within your Talent Roadmap for 2015?”

37. “What do you look for in your due diligence?”
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Previous performance
•
Identifying and qualifying specialist skill sets
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Understanding our DNA
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The candidate experience if what they see and how they feel at each touch point
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Their digital presence & engagement on social media
“What is your selection criteria when deciding your PSL?”

38. •
1. Performance is not £££
•
2. Partnership = Client & Talent Function
•
3. Pre-empt your client’s needs
“What are your three key takeaways?”

39. Chris White
Account Executive, LinkedIn
cwhite@linkedin.com
How we can help you build, engage & recruit

41. Creating ‘followers’ will fuel your success
?
?
?
?
?
?
?
?
?
What good is a post on Facebook if you have no friends?
Members are 61% more likely to share information as a result of following your company
61%
95%
Followers are 95% more likely to respond to an InMail
79% of members are interested in job opportunities from companies they are following
79%

42. Lets work out where are the gaps
•
Launching in to a new market or geo?
•
Need more customers?
•
Need more candidates?
•
Need to find good internal talent?

43. Follower Ads Targeted Adverts
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Geography
•
Industry
•
Job Function
•
Seniority
•
Company Size
•
Current Company Name
•
School Name
•
Groups

44. Your employees are networking with relevant talent
2,043
professionals visit your employees’ profile pages every month
Top job functions
Top viewer companies
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70% of activity on LinkedIn is people looking at people Recruiters get 10X more profile views

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CTRs
•
Industry average = 0.08%.
•
We get between 5 and 10 times the standard
•
Value in awareness before someone clicks
Capturing your teams traffic as followers

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Examples of follower growth

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Engage your Followers

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Having a dynamic presence
Journey
•
Jobs
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Follower Ads
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Employee Profile Branding
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Company Page
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Follower Update
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InMail
•
Sponsored Update
•
Link on website
•
Shared links
≤ 400%
Targeting
•
Geography
•
Industry
•
Job Function
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Seniority
•
Company Size
*Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014
increase in candidate conversions achievable with targeted content

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Examples

50. Company Pages – Targeted Status Updates
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Content - Create or Curate?
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The key is to post content which is native to your audience on LinkedIn
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Giving people information to be better at their job will always drive a better interest than just posting cv writing tips
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Industry websites
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LinkedIn Pulse
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LinkedIn SlideShare

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Corporate Solutions Support
Relationship Manager – To work with you over the partnership to drive the most success
Media Solutions Team – To work with you to enhance your social media strategy & set up the media side of our solutions
Customer Success Team – There to make sure you are getting the best use and success
out of our solutions
LinkedIn University – Learning centre for Recruiter users
Enterprise Support – Contactable for any technical issues or request for alternative help

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Recruit

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LinkedIn Jobs
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Promote your brand and drive followers
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The most successful job postings list what the job can do for the candidate, not what the candidate needs to be for the job
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We push relevant jobs out to relevant members via their home screen, on the job board section, on your company page and on their mobile device
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Followers are twice as likely to be served your jobs as they are engaged with your business
79% of members are interested in job opportunities from companies they are following
79%

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LinkedIn Recruiter
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IP Ownership
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Greater access to the network
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Workflow & collaboration tools
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Inmails to contact the right people
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Business Development
•
Official LinkedIn certification
95%
Followers are 95% more likely to respond to an InMail

56. ©2014 LinkedIn C Corporation. All Rights Reserved.