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This document discusses how recruitment agencies can leverage LinkedIn to attract candidates and clients. It begins by showing LinkedIn's large global user base and footprint. It then discusses how the recruitment landscape has changed, with social media and networks becoming increasingly important sources for hiring. The rest of the document provides examples of how agencies can use LinkedIn solutions like targeted ads, career pages, employee branding, and content sharing to engage with members and drive traffic to their profiles and pages. The goal is to establish agencies as trusted sources of information and opportunities.
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- 1. 1
- 3. What Agencies do on LinkedIn
- 4. What are your top priorities? 4 Build More Pipeline of Passive Candidates
- 5. LinkedIn’s Global Footprint 238M+ Registered members as of August 5, 2013 4M+ + Australia 21M+ India 8M+ SE Asia 7M+ + Canada 13M+ Brazil Europe USA 42M+ APAC57M+ 84M+ 3M+ DACH 5M+ Italy5M+ France 5M+ Spain 4M+ + NL 12M+ UK 200+ Countries and territories 65% Of LinkedIn members are outside of the US EMEA 74M+ UAE 1M+ 1M+ Sweden 1M+ Belgium The LinkedIn Network Global Footprint
- 6. The world and buyers have changed What once worked, will not work anymore 6 97%75% 57% Of the time cold calls do not work *7% worse every year since 2010 B2B purchaser influenced by social Buying decisions are made before sales rep involvement Corporate Executive Board 2012 Connect & Sell 2012 IBM Buyers Preference Study 2011
- 7. US hiring growth is far outpacing global growth “Considering only full and part-time professional employees, how do you expect the volume of candidates placed by your organization to change this year? ” 2013 Placement Volume Full-time and part-time 4% 10% 12% 23% 84% 67% 0% 20% 40% 60% 80% 100% “Considering only contractors, interim and temporary professionals, how do you expect the volume of candidates placed by your organization to change this year?” 2013 Placement Volume Contractors, interim and temporary 7% 15% 21% 28% 72% 57% 0% 20% 40% 60% 80% 100% Same Decrease Increase
- 8. And hiring volume remains healthy in 2013, but budgets have not kept up – requiring firms to do more with less “How has your organization’s budget for recruiting solutions changed this year?” Recruitment Budgets 7% 4% 40% 45% 53% 51% 0% 20% 40% 60% 80% 100% 2012 2013 Same Decrease Increase “Considering only full and part-time professional employees, how do you expect the volume of candidates placed by your organization to change this year? Placement Volume Full-time and part-time 7% 4% 15% 12% 78% 84% 0% 20% 40% 60% 80% 100% 2012 2013
- 9. At the same time, competition is high in the recruitment market “What are your company’s biggest obstacles to attracting the best talent?” Biggest obstacles to attracting top talent Top 3 obstacles reflect a highly competitive landscape Availability of quality talent 65% Competition 46% Offer made by client (includes compensation, role, location, etc.) 33% Recruiting team too small 16% Inability to effectively use data to improve our approach 11% Recruiting team skills 11% Lack of familiarity with my firm’s brand 11% Recruiting team doesn’t have the right tools/systems 10% Lack of familiarity with client’s brand 8%
- 10. Social professional networks are #1 source of key quality hires by far “Think about the key quality hires that your organization placed in 2012. Which of the following were the most important sources for those key positions?” Top 5 sources of quality hires 1. Social professional networks 63% 59% 2. ATS / internal candidate database 40% 45% 3. Internet resume databases 37% 31% 4. Internet job boards 35% 39% 5. Employee referral programs 32% 20%
- 11. Social professional networks also the #1 long-lasting trend “What do you consider to be the three most essential and long-lasting trends in recruiting for professional roles?” Top long-lasting trends Utilizing social and professional networks 69% 70% Finding better ways to source passive candidates 65% 56% Using an internal database to manage talent leads 39% 39% Boosting referral programs 30% 25% Reducing dependence on traditional job boards 24% 21% Posting jobs online 18% 24% Using mobile for recruiting 18% 18% Upgrading branding/marketing for staffing firms 16% 21%
- 12. 1. Use social networking and social media more effectively 28% 2. Build and nurture strong talent pools or pipelines 25% 3. Hire recruiters to strengthen the team 23% 4. Use data more effectively 22% 5. Invest in existing recruiting and/or tools (e.g., ATS, job boards, LinkedIn, etc.) 20% In fact, recruitment leaders view social professional networks as #1 competitive threat “What are the things that your competitors have done or may plan on doing that would make you most nervous?” Top 5 competitive threats in recruitment
- 13. Recruiting SolutionsRecruiting Solutions v Media Solutions for Recruiting Agencies 13 Anna Wright – Media Solutions Consultant Inbound Leads
- 15. Inbound Strategy Free -Groups -Polls Upgrade -Campaigns targeted to Hiring Managers -Campaigns targeted to Candidates
- 17. 17 People Researching your Employees per month People researching your Company per month People currently following your Company Organic Traffic – - InMails, Telephone Calls, Emails, Meetings How People Engage with your Agency
- 18. How People Engage with your Agency – Improve It Organic Traffic – - InMails, Telephone Calls, Emails, Meetings Employee Branding Ads Career Hub Job Slots Recruiter License People Researching your Employees per month People researching your Company per month People currently following your Company
- 19. How People Engage with your Agency – Optimize It Organic Traffic – - InMails, Telephone Calls, Emails, Meetings Employee Branding Ads Career Hub Job Slots Recruiter License People Researching your Employees per month People researching your Company per month People currently following your Company Inbound Campaigns – - Targeted Ads, Targeted InMails
- 20. Narrow Down to Target Audience Targeted Ads - Geography - Industry - Job Function - Seniority - Company Size - Current Company Name - School Name - Groups Targeted InMails - Above PLUS - Title - Past Company Name - Years of Experience - Education Level - Keywords on Profile
- 21. A Day in the Life of a Member on LinkedIn…
- 22. 22 Steve Pecko Xyz Co. Xyz Co. | Internet | New York City O: 555.555.5555 | specko@xyz.com 500+ Connections | 9 Recommendations Warm Up Engage Call to Action
- 23. The member meets your Agency First point of contact on the LinkedIn Homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage
- 24. The member meets your Agency First point of contact on the LinkedIn Homepage Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action
- 25. The member meets your Agency First point of contact on the LinkedIn Homepage Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action
- 26. The member meets your Agency First point of contact on the LinkedIn Homepage Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action
- 27. The member meets your Agency First point of contact on the LinkedIn Homepage Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action
- 28. The member meets your Agency First point of contact on the LinkedIn Homepage Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action
- 29. The member meets your Agency First point of contact on the LinkedIn Homepage Reach your ideal candidates or business partners and expose them to your brand with a targeted recruitment message on their homepage Member is warmed up, and wants to learn more Warm Up Engage Call to Action
- 30. How does a member learn about your Agency? Your media drives members to your Career Page Customizable modules can dynamically adapt to your audience targets - Candidates - Hiring Managers Warm Up Engage Call to Action
- 31. 31 Warm Up Engage Call to Action Lock down the Space on your Company’s Overview Page How does a member learn about your Agency? Your media drives members to your Company’s Page
- 32. 32 Warm Up Engage Call to Action Lock down the Space on your Products & Services Page How does a member learn about your Agency? Your media drives members to your Products/Services Page
- 33. 33 Custom Recruitment Message Custom Banner Graphic Audience: Sales / Marketing Audience: IT / Engineering Deliver a Custom Experience Tailor your message based on your target audience Relevant Jobs Warm Up Engage Call to Action
- 34. Jobs relevant to the viewer Members can easily talk to recruiters & sales associates Customizable Modules Start a conversation with LinkedIn members Establish your Agency as a recruiter and a partner of choice Warm Up Engage Call to Action Employee or Client Testimonials
- 35. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Standard Display AdFollow Company AdPicture Yourself Ad Give your Recruitment or Business Development Message Warm Up Engage Call to Action Erica Robertson
- 36. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles Standard Display AdFollow Company AdPicture Yourself Ad Give your Recruitment or Business Development Message Warm Up Engage Call to Action “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Erica Robertson
- 37. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles Standard Display AdFollow Company AdPicture Yourself Ad Give your Recruitment or Business Development Message Warm Up Engage Call to Action “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Erica Robertson
- 38. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles Standard Display AdFollow Company AdPicture Yourself Ad Give your Recruitment or Business Development Message Warm Up Engage Call to Action “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Erica Robertson
- 39. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles Standard Display AdFollow Company AdPicture Yourself Ad Warm Up Engage Call to Action Give your Recruitment or Business Development Message “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Erica Robertson
- 40. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles Standard Display AdFollow Company AdPicture Yourself Ad Warm Up Engage Call to Action Give your Recruitment or Business Development Message “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Erica Robertson
- 41. Then member checks out your employees’ profiles Own the real estate on your employee’s profiles Standard Display AdFollow Company AdPicture Yourself Ad Give your Recruitment or Business Development Message Warm Up Engage Call to Action “More than 80% of candidates believe that current employees are credible sources of information about organizations” Source: Corporate Leadership Council (CLC) survey Erica Robertson
- 42. LinkedIn CoBranded Ad Join Group Ad Picture Yourself Social Ad (min 10 jobs on LI) Follow Company Social Ad (engagement only) Ad Formats by LinkedIn Jobs For You Ad (min 50 jobs on LI) Poll Ad PICTURE YOURSELF AT xyzCo Consulting at xyzCo
- 43. Targeted InMail Message The member is inclined to check out your InMail after being warmed up to your brand Warm Up Engage Call to Action
- 44. 44 300x250 Banner “ I’m Interested” button Once clicked, user’s info goes directly to your Recruiter (member’s name will appear) Customized message speaks directly to the member Branded InMail message promotes your company Warm Up Engage Call to Action
- 45. Members do lots of other things online…
- 46. …You can continue to speak to them Members can continue to receive targeted messaging on and off LinkedIn Continue to message targeted professionals off LinkedIn Powered by Jobs For You at Google
- 47. Examples of LinkedIn Solutions for Agencies
- 48. Media Performance – Large Agency Example 3 Month Campaign – Unique Visitors Targeted Ads Employee Branding Ads Launched Career Hub Activated End of Campaign
- 49. Media Performance – Small Agency Example Launch – Unique Visitors Targeted Ads Employee Branding Ads Launched Career Hub Activated
- 51. Outbound Strategy Free -LinkedIn.com search Upgrade -Personal Account Subscriptions -RPS -Recruiter
- 53. LinkedIn Jobs
- 56. Stand Out 56
- 57. The #1 Activity on LinkedIn is Viewing Profiles Your Brand Starts Here 57 Your personal professional brand: Add a picture Don’t copy / paste your resume Write a personal tagline Write your elevator pitch Point out your skills Distinguish yourself from the crowd Ask for recommendations Own your public profile’s URL
- 58. Company Overview Page 58 Your company’s brand: Add a logo and banner image Fill in the details Company description Point out Company Specialties Differentiate from your competition Designate Page Admins for company status updates
- 59. Company Products / Services Page 59 Your company’s brand: Add multiple audiences Describe services for clients and candidates Ask for recommendations Add a video Add banner images Differentiate from your competition
- 60. Find Content 60
- 61. Find Content – LinkedIn Today 61
- 62. Share Content 62
- 64. Targeted Company Status Updates 64
- 65. Career Pages Grow your followers organically on LinkedIn.com 65 LinkedIn Homepage Company Pages
- 66. Leverage LinkedIn Groups for Additional Insights 66
- 67. 67
Notas del editor
- Talent is THE driving force for success and economic opportunity; that holds true for both individual professionals and the companies they work for. At our core, LinkedIn is in the business of connecting talent with opportunity at massive scale. We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
- Talent is THE driving force for success and economic opportunity; that holds true for both individual professionals and the companies they work for. At our core, LinkedIn is in the business of connecting talent with opportunity at massive scale. We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
- Challenger – WarmerObjective – Gain agreement that building pipeline is a crucial priority to obtaining the prospects numberWhat are you top three priorities to hit your number? (other than hiring top talent)Let’s start with your top priorities for hitting your number this year. Here are some typical ones we hear. Which one or two jumps the most out at you, and why?Try to get their “number” for the year. If you can’t, at least growth over last year (key number later down the line when objection comes in a month that this is expensive or we’ll look at it in several months).After some discovery, “Build More Pipeline” animates to become focus, along with a data point behind it. “Lead gen” and “building pipeline” can be used interchangeably.
- Harvard Business Reviewhttp://www.hubspot.com/marketing-resources/marketing-statistics/http://www.customerthink.com/blog/b2b_sales_and_marketing_in_transition_whats_working?goback=.gde_4311285_member_176349737
- A secondmeasure of marketingis how your employees are connected on LinkedIn and what is the reach of your employee’s networks i.e.: do they have robust connection density, are people outside your organization viewing their profilesand are they sharing insights, who they are connected to. This slide shows your company’s employees are connected and generating interest.Better connected employees provide:1. Increased flow of knowledge and have closer relationships;2. Allow for faster access to valuable contacts for business development or talent pipelining3. Greater employee collaboration for projects, expertise and navigating your own organization4. And of course greater reach as brand ambassadors for your organization
- A secondmeasure of marketingis how your employees are connected on LinkedIn and what is the reach of your employee’s networks i.e.: do they have robust connection density, are people outside your organization viewing their profilesand are they sharing insights, who they are connected to. This slide shows your company’s employees are connected and generating interest.Better connected employees provide:1. Increased flow of knowledge and have closer relationships;2. Allow for faster access to valuable contacts for business development or talent pipelining3. Greater employee collaboration for projects, expertise and navigating your own organization4. And of course greater reach as brand ambassadors for your organization
- A secondmeasure of marketingis how your employees are connected on LinkedIn and what is the reach of your employee’s networks i.e.: do they have robust connection density, are people outside your organization viewing their profilesand are they sharing insights, who they are connected to. This slide shows your company’s employees are connected and generating interest.Better connected employees provide:1. Increased flow of knowledge and have closer relationships;2. Allow for faster access to valuable contacts for business development or talent pipelining3. Greater employee collaboration for projects, expertise and navigating your own organization4. And of course greater reach as brand ambassadors for your organization
- Describe role as Relationship ManagerPrimary business contact.Help you get the most from your investment in LinkedInHelp you and your team source the best talent in your industry, not just the best job seekers.Help you incorporate our tools into your sourcing and business processes.Today, I want to get to know a little more about you and what your goals are for next yr, but per our convo Peter I also want to give you an overview of some of the other offerings we have and how they can help you meet those goals.First a few questions: 1. How many recruiters do you currently have on staff? Using the tool? All of your ee’s on LI? 2. Work on Contract/CTH/Perm?, 3. Typical reqs? 4. From HM what’s big in 2011? 5. Do you guys carry a bench?
- A career page is a great opportunity to establish yourself as an employer of choice. You can completely customize the page with your own content, images, employee testimonials, and videos. The jobs section will dynamically adapt to the user’s profile – showcasing the most relevant opportunities for the candidate.Our advanced options, Gold and Platinum packages, allow a company to target content to particular segments – up to 5 views for Gold and 30 for Platinum. This way, for example, you can create one view targeted for New York Financial Analysts, a view targeted to sales people in London, etc. The list goes on and on – you can target by geography, industry, function, and seniority. Together, we’ll make sure the right candidates receive the right messaging.As an added benefit, our Gold and Platinum packages offer an added bonus of ad impressions – recruitment media you can use to drive traffic to your Career Page.
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- Copy and paste client’s LinkedIn profile photoDelete the arrow and note in greenClick on the word ‘Client’ and type in client’s name (you may need to reposition the text box)Delete the arrow and note in green
- So – let’s start with ways you can build your professional identity on LinkedIn. Your LinkedIn profile provides you the Context & Credibility you need to establish and represent your professional brand. All over the world, it’s become your professional profile of record.Why this matters?Your LinkedIn Profile is one of the ways potential clients, employees and industry partners can find you. Get your profile to appear higher in search results on the Web for your name by customizing your LinkedIn Profile URL so it’s your first name and your last name together as one word (ex. JoeSmith). Also, make sure your LinkedIn Public Profile is visible to everyone. You can make both changes under your account settings. We’ll look at how to do that during today’s presentation.
- So – let’s start with ways you can build your professional identity on LinkedIn. Your LinkedIn profile provides you the Context & Credibility you need to establish and represent your professional brand. All over the world, it’s become your professional profile of record.Why this matters?Your LinkedIn Profile is one of the ways potential clients, employees and industry partners can find you. Get your profile to appear higher in search results on the Web for your name by customizing your LinkedIn Profile URL so it’s your first name and your last name together as one word (ex. JoeSmith). Also, make sure your LinkedIn Public Profile is visible to everyone. You can make both changes under your account settings. We’ll look at how to do that during today’s presentation.
- So – let’s start with ways you can build your professional identity on LinkedIn. Your LinkedIn profile provides you the Context & Credibility you need to establish and represent your professional brand. All over the world, it’s become your professional profile of record.Why this matters?Your LinkedIn Profile is one of the ways potential clients, employees and industry partners can find you. Get your profile to appear higher in search results on the Web for your name by customizing your LinkedIn Profile URL so it’s your first name and your last name together as one word (ex. JoeSmith). Also, make sure your LinkedIn Public Profile is visible to everyone. You can make both changes under your account settings. We’ll look at how to do that during today’s presentation.