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Lead Generation
- 1. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Paid Lead Generator Campaign
- 2. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Why do our clients invest? Gain greater brand awareness. • Establish a strong brand presence on LinkedIn • Stay top of mind with Sponsored Updates and Targeted Ad impressions Attract potential consultants and clients to your network. • Engage targeted Decision Makers with relevant sponsored content to drive leads + sales • Engage targeted Decision Makers with customized Ad to drive a call to action • Increase word of mouth and referrals Capture Leads. • Capture leads of interested members seamlessly, to track conversion rates • Use robust LinkedIn data to enhance your current database
- 3. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Targeted Ads
- 4. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS When a LinkedIn Member signs on…
- 5. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS This solution proactively builds awareness and engagement with your target audience PICTURE YOURSELF AT xyzCo Bryan Smith Engineer at xyzCo • Becoming a follower • Becoming aware of your brand or re-brand (Brand Recognition) • Downloading content Included Targeted ads drive target leads to engage with you in the following ways: Powerful targeting ensures you’re reaching precisely the Leads you need
- 6. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Targeted Advertising Gets you in front of your targeted leads On the LinkedIn Homepage When they network with members When they interact in Groups When they visit Company Pages • Our ad server identifies the specific audience we define, pinpointing members that are in that bucket. • When a “target” member visits LinkedIn.com, the ad server serves them the given ad, wherever they go on Linkedin.com.
- 7. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Traffic Driver Ad Targeting Options Targeting Criteria Traffic Driver Ads Geography (Global, Country, State, City/Metro) Industry (What a company does) Job Function (What an individual does) Seniority (Manager, Director, VP…) Company Size (Current) Language Current Company Name Group by keyword School Name, Degree Type (MBA, BA), Grad Year
- 8. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Sponsored Updates
- 9. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Extend beyond your current follower base with engaging content… 9 Buzzsumo Best B2B Content of 2015
- 10. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Target with accuracy using advanced filters Targeting Sponsored Updates Company Updates Location ✔ ✔ Company Size, Industry ✔ ✔ Function, Seniority ✔ ✔ Company Name ✔ Job Title ✔ School ✔ Skills ✔ Group Membership ✔ Gender ✔ Age ✔ Negative targeting ✔
- 11. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Lead Capture Landing Page
- 12. How it works 4. Collect interested leads in Recruiter 1. Purchase Recruitment Ad and Sponsored Updates campaign (minimum $20k in advertising) 2. Set up Landing Page with message tailored to your target audience 3. Use unique URL to direct your ad clicks to Landing Page ;lkj;lkj;lkj
- 13. Automate your Talent/Client pipeline With Lead Capture Sponsored updates appear in candidate’s newsfeed Candidate opts in for recruiter contactCandidates are driven to a landing page with a 1 click opt-in I’m interested = lead generation! In 2 clicks, leads are captured and appear in recruiter folders LIVE EXAMPLE
- 14. Driving interested candidates’ information directly into LinkedIn Recruiter in real time
- 15. Appendix & Case Study
- 16. 1 6 Predicted Results: Lead Capture Bid Guidance* Lead Capture via Sponsored Updates for Engineering in the US by job title *Results are predicted based on past performance but are not guaranteed Click here for lead calculator Cost of Campaign (total spent) Cost per Click Daily Budget # Clicks per Day Length of Campaign Total Clicks “I’m Interested” Conversion Total Leads Cost Per Lead $10,000 $8 $250 31 40 1,250 20% 250 $ 40.00
- 17. Case Study: Confidential Client’s Path to Hiring Critical Talent and Global Expansion The Challenges: – Shift in product focus from a consumer platform to B2B Enterprise; needed to hire a new profile of sales talent for B2B – Needed to perfect local hiring strategy in one of the most difficult markets (Bay Area) – Global expansion to new markets where they did not have a brand presence The Strategy: – Identified targeting criteria by analyzing job activity: Confidential Client found that members who were viewing their jobs were the right quality candidates, but most were not going on to apply to the job – Implemented a full-funnel media strategy to drive engagement with these candidates earlier in their consideration process, in order to create brand advocates prior to the application stage
- 18. Goal: to engage quality sales talent earlier in the funnel Tech client leveraged targeted content driving to a landing page to capture leads and build pipeline 83% Of interested leads were qualified to bring in for an interview
Notas del editor
- Recruitment ads ensure that the talent you care about are aware of your organization and invites them to look a little closer. After a candidate has been targeted by ads they may choose to engage with your company by: Becoming a follower, which is significant because 79% of followers are interested in job-related information from the companies they follow. Followers can be seen as an “instant” talent pool Researching your company and career page to become more familiar with your company and brand Or, viewing a job to learn about a specific opportunity Connecting with candidates early in their journey like this creates a talent pool for future hires and primes these candidates for future outreach from you. Using historical data, we can actually show specifically how having recruitment ads can help you pipeline the talent you care about.
- So going back to followers, this is what we were talking about ……. growing your network of engaged followers on LinkedIn as t’s the key to your success – why? Followers as you see are 78% more likely to respond to your inmail, and plus 79% of members are interested in a job opportunity from a company they are following Your goal should be to grow your Follower's on LinkedIn – by building relevant Followers you will be far more successful both placing candidates and winning new business
- So going back to followers, this is what we were talking about ……. growing your network of engaged followers on LinkedIn as t’s the key to your success – why? Followers as you see are 78% more likely to respond to your inmail, and plus 79% of members are interested in a job opportunity from a company they are following Your goal should be to grow your Follower's on LinkedIn – by building relevant Followers you will be far more successful both placing candidates and winning new business
- It starts with advanced targeting to ensure you’re reaching the right people. With sponsored updates you can target candidates by advanced fields such as company name, job title, school, group membership or skills. This helps ensure you’re building relationships with exactly the candidates that you need.