5 Strategies for Recruiting Passive Candidates on LinkedIn
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The pressure for agency recruiters to deliver top talent is fierce. With 433M+ professionals on LinkedIn, small to mid-sized agencies like yours are leveraging LinkedIn’s tools to successfully find and attract passive candidates. We invite you to attend a 30-minute crash course to learn how you can get the most out of the site as a professional and as recruiter. You'll learn how to: - Find qualified candidates and reduce your time to fill using advanced search filters. - Connect with candidates and create a warm introduction using InMail. - Manage and organize candidate activity in one place. To learn more, visit us at: http://bit.ly/2aLMEUT
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5 Strategies for Recruiting Passive Candidates on LinkedIn
- 1. 5 Strategies for Recruiting Passive Candidate on LinkedIn
- 2. Welcome! Meet your presenters Sean Campbell Relationship Manager LinkedIn, Talent Solutions Lainey Bell Customer Success Manager LinkedIn, Talent Solutions
- 3. 3 Agenda Passive vs. active breakdown in the professional workforce 5 strategies for recruiting passive candidates Live demo of the NEW LinkedIn Recruiter Q&A
- 4. LinkedIn: A global pool of talent 4M+ INDONESIA 3M+ PHILIPPINES 2M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 23M+ BRAZIL 122M+ UNITED STATES OF AMERICA 11M+ CANADA 33M+ 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 12M+ CHINA 433M+ members worldwide +2 New members per second
- 5. Knowledge The definitive professional publishing platform Network We connect the world’s professionals Identity The professional profile of record Professionals come to LinkedIn to develop their careers, not just to find jobs 5
- 6. Passive 64% 433M+ Active 36% members Note: Active-passive figures come from the 2016 Talent Trends survey conducted by LinkedIn Research Network. For more information, visit business.linkedin.com. Agencies turn to LinkedIn to reach more candidates, whether active or passive Job Boards 6 Your agency
- 7. Top three global recruiting trends for recruitment firms in 2016 7 Most essential and long-lasting trends
- 8. 8 When you send an InMail or post a job, what is the first thing candidates do to learn more?
- 9. 9 Build a recruiting profile Brand your firm Expand your reach 1 2 3 4 1) Build a recruiting profile Attract the RIGHT candidates to your jobs5 Craft an InMail that gets a response
- 10. Add a professional photo 1 More likely to be viewed if you have photo 14x
- 11. Write an attention- grabbing headline 2 Explain what it is you do Show your passion and value
- 12. 3 Draft a compelling summary 40 words or more – about you Include keywords, not buzzwords Write for your target audience
- 13. Add a company overview & your role specifics More likely to be viewed if have more than 1 position listed 12x 4
- 14. A powerful brand is your ticket to placing more candidates 14 No brand? No business. Only 18% of talent thinks of a recruitment firm when looking for new job opportunities. When candidates do use agency recruiters 74% report having a good experience. Of those interviewed by an agency recruiter 41% were offered a job. Source: 2015 Talent Trends survey results.
- 15. 15 Build a recruiting profile Brand your firm Expand your reach Craft an InMail that gets a response 1 2 3 4 2) Brand your firm Attract the RIGHT candidates to your jobs5
- 16. Visit linkedin.com/company/add/show to get started 16 Company page basics Create your page Add a company logo, banner image and description. Build your credibility List specific examples of results you’ve achieved to grab visitors’ attention. List your specialties Think search keywords & Google when you’re listing your specialties. Share updates Stay top of mind by sharing updates from your page – don’t just share jobs.
- 17. 17 Build a recruiting profile Brand your firm Expand your reach Craft an InMail that gets a response 1 2 3 4 3) Expand your reach Attract the RIGHT candidates to your jobs5
- 18. FREE vs. LINKEDIN RECRUITER RECRUITING ON
- 19. ALLOW US TO REINTRODUCE OURSELVES. We’re both recruiters sourcing for a Senior Software Engineer. Let’s see how our experiences differ… LAINEY uses LinkedIn Recruiter SEAN uses LinkedIn.com for free
- 20. 20 Build a recruiting profile Brand your firm Expand your reach Craft an InMail that gets a response 1 2 3 4 4) Craft an InMail that gets a response Attract the RIGHT candidates to your jobs5
- 21. 2015 Talent Trends 21 Regardless of your level of interest, what are the most important pieces of information that an in-house corporate recruiter or a headhunter for a search and staffing firm should include in their initial message to you? The role’s responsibilities Projected salary range Why you’re reaching out to them specifically The company’s culture 64% U.S. and Canada Global 69% 72% 52% 60% 73% 47% 45% What to write: What candidates want to know when you first reach out to them What talent wants to know first: U.S. and Canada vs. Global Make it personal. What makes them stand out? Don’t include the job description – rather how the role is more impactful and the growth opportunity. Hold off. Ask to have a conversation first. If the job doesn’t represent a career move, the compensation doesn’t matter. Including the company culture will help sell the role – and allow the candidate to determine if it’s a good fit from the start.
- 22. 22 Build a recruiting profile Brand your firm Expand your reach Craft an InMail that gets a response 1 2 3 4 5) Attract the RIGHT candidates to your jobs Attract the RIGHT candidates to your jobs5
- 23. Post your job and automatically recommend the right job to the right candidate Target top candidates Harness all the power of LinkedIn’s data to promote your jobs to just the right candidates. Feature Jobs on Career Page Get the word out about great new jobs on your company’s Career Page so prospects can easily find your jobs. LinkedIn Job Slots Feature Jobs on Jobs homepage Attract new prospects with personalized job postings qualified candidates will see right on their homepages.
- 24. ©2014 LinkedIn Corporation. All Rights Reserved.2015 bit.ly/contacttalentsolutions 1-855-655-5653
Notas del editor
- S: Welcome, and thank you for joining us today! My name is Sean Campbell, I'm a Senior Relationship Manager in the Search and Staffing group here at LinkedIn L: And I'm Lainey, I am a Customer Success Manager here at LinkedIn. Before joining LinkedIn we both worked for years in the Search and Staffing Industry across a variety of roles that included pure business development, pure recruiting, and full desk.
- [L]
- [S]So, LinkedIn operates the world’s largest professional network on the Internet with more than 400 million members in over 200 countries and territories. We’re adding 2 new members per second. So why are these people joining LinkedIn?
- They are on LinkedIn because (1) we provide them with the tools to help our members show the world who they are, (2) they benefit from WHO they know, and (3) build on what they know so they can accomplish more in their professional lives. For you, the recruiter: LinkedIn is the only place on the web where you can recruit both passive and active candidates While active candidates are also an important source of hire, LinkedIn helps you access BOTH these candidates and these tens of millions of passive candidates can’t be reached anywhere else.
- So, when you are on traditional job boards, they provide access to only around 30% of professionals who are actively looking LinkedIn provides access to both these, and the 70% of passive candidates who are not actively searching on job boards AND allows you to reach tens of millions of passive candidates that can’t be reached anywhere else This is good news for agencies and staffing professionals because there’s likely a higher need for search firms where talent is more passive -- because the chances of your clients ACTUALLY reaching these passive candidates through traditional methods like job boards are lower. You literally have to pull someone out of a job – so there is going to be more warming up to do. (Which is why you guys are great at your jobs!!). Think about it – if recruiting were easy, we all wouldn’t be in the industry we are in. So all of this is to say ---- to better engage passive talent and filter through active talent, you must set clear recruiting priorities.
- According to our 2016 Global Recruiting Trends Report -- Here are the top three recruiting priorities and trends that your peers in the recruitment industry responded are here to stay: The first is that utilizing social professional networks is going to play a big part in the recruitment process moving forward The second is finding better ways to source passive candidates – so it’s no surprise that you’ve all join us today The third is building a pipeline of talent – which can be easily done within Recruiter. You can fill your bench so when your client reaches out and needs a role to be filled – you already have several players that are warmed up and ready to go. Note – that the majority of the folks on the line are either recruiting professionals or recruitment firm owners – today, we’re going to specifically highlight how you can use LinkedIn to stay ahead of these trends – and engage and convert more passive candidates. With that, let’s dive in…
- [L] As a recruiting professional, what is the first thing candidates do after you send an InMail or post a job? If you said view your profile – you are correct. Viewing members profiles is the #1 activity on LinkedIn. And you as recruiters receive 10x more views than other professions on LinkedIn. Everything starts with your profile. Your profile is your professional brand. It’s what fronts the messages you send out to candidates and clients, and it’s the first thing candidates will look at to learn more about you as their recruiter of choice. You want to give passive candidates a compelling reason to engage with you and your profile is the perfect place to showcase why they should.
- Which brings us to our first tip… The first way you can improve your passive candidate recruiting strategy by building a strong recruiting profile. This may sound obvious – but there are several key pieces of your profile you should update to attract passive candidates.
- Select a photo that represents you professionally. This helps humanize your profile and makes you more approachable. I have so many examples of situations where I meet someone after I’ve already connected with them and it feels like I’m meeting an old friend. So truly, you’re turning an online networking tool into your first warm introduction. Your profile is 14X more likely to be viewed if you have a photo – so upload one as soon as this webinar is complete if you don’t have one.
- Your profile is the front page of your story. The headline is what I like to call your 5 second elevator pitch. You can show your value and passion in one quick line and make the reader want to read more. With the amount of recruiters or sales professionals out there, what’s making you stand apart? For my current headline instead of writing “Customer Success Manager”, which is pretty broad and ambiguous, I put “Implementing successful social recruiting strategies with Search & Staffing teams”.
- Next is the Summary – which I like to say expands on your Headline and is the 2 minute elevator pitch. Adding a summary of 40 words or more makes your profile more likely to turn up in a search. A good tip is to ensure your summary includes keywords featured in desirable job descriptions for your field. Describe your experience and tell the world why you work in your chosen career. Avoid buzzwords (strategic, team player, creative) and focus on your career accomplishments. (and since it represents you and your brand when you are not there, always write this in first person). When thinking about updating your summary to attract passive candidates, avoid including statements that convey recruitment as transactional. Sometimes, when looking at agency recruiter’s profiles, you see experience in cold calling, closing hard to find candidates, best time to fill ratio. Those are all great things to include when you’re looking for your next career opportunity, but it may cause a candidate to wonder if you truly have their best interest at hand. So make your summary your personal elevator pitch – and make sure it is appealing to both candidates and clients. This is the place to tell them WHY they should want to work with you.
- It’s essential to list all past experience. Your profile is 12 times more likely to be viewed if you have more than 1 position listed. Illustrate your unique professional story and achievements by adding visuals like pictures, compelling articles and innovative presentations to your experience section. I also suggest to write this in the 1st person and not as a resume. Your profile tells a story and this is part of it.
- [S] While we’re on the topic of branding – you should not only be thinking about your personal brand – but also your firm’s brand. While 84% of professionals are open to hearing from agency recruiterse, they are less likely to proactively turn to recruitment firms when thinking about their next move. CLICK ONCE: Only 18% of professionals said they think of a recruitment firm when looking for a new job. Here’s another cool learning – [CLICK] it’s not a question of bad experiences. When candidates do use headhunters, 74% report having a good experience, and [CLICK AGAIN] of those who were interviewed, 41% were offered a job. So it’s not a question of results, but more so a question of awareness — both of your firm and your roles. SO the key take away here is make sure YOU are investing in a strong online and social presence. If you don’t have a online brand, you’re missing the boat. A powerful brand is your ticket to placing more passive candidates -- Because the stronger your brand is, the easier it is for them to say yes to you. The best part? Branding doesn’t have to break the bank.
- Which brings me right to tip #2. The perfect place to increase the awareness of firm is by building a LinkedIn Company Page. Why? 1) it’s free and 2) Your reputation as a recruitment firm is what’s going to help you get business – or repel business in some cases. Branding applies to agencies. It will help candidates gain further insight into what your business is all about. Don’t be daunted…let’s take a look at three easy steps you can take to start building your brand on LinkedIn.
- Click ONCE: Creating a company page is super simple to do. All you need to set one up is add your logo, a banner image and a solid description. Click AGAIN: When writing the description, make sure you’re keeping both candidates and clients in mind. Why should a passive candidate trust you with their next step? Why should clients go through you to find the best talent? Click AGAIN: Your specialties is another important thing to add, so that people understand what your firm focuses on. This will also make it easier for people to find you on LinkedIn and google. CLICK LAST TIME – And then once you create it, don’t just let it sit there. Be sure to share company updates from your page. Select one person from your firm to do this so that your consistently engaging with your followers and staying top of mind. Followers are 2x more likely to respond to your InMail. We suggest posting about…. Company Pages are instant and free. Once we complete this webinar, you could hop off the line and create one today.
- [L] Now onto the fun stuff now…what we’ve covered up until this point are all items you can take advantage of for free on LinkedIn and are strong building blocks for candidates and clients to want to work with you. In this section, the tools I’ll cover are our recruiting game changers. They will enable you to recruit passive candidates more effectively and efficiently, so you can be more successful at your job.
- To show you how you can expand your reach to find the best passive candidates, we’re going to illustrate the differences between free linkedin.com and LinkedIn Recruiter with a live demo.
- Sean is going to perform a search for an XXX role using free LinkedIn – and I on the other hand, am going to perform a search using Recruiter. Let’s share our screen and see how our experiences differ…
- [S] Now that you know how to run an advanced search and find the best passive candidates, Let’s focus on how to engage them. Here are our top tips on what to include in your InMail to passive candidates. InMail is LinkedIn’s trusted form of communication. With a Recruiter account, you can InMail anyone on the network.
- When you first reach out to professionals about a new job opportunity, talent in the U.S. and Canada want to understand why you believe they’re a good fit for the role, along with the roles responsibilities and salary range. But our recommendation here for passive candidates is to hold off on mentioning compensation in the during the first call or initial outreach. If a candidate asks what the compensation is too soon, suggest it doesn’t matter if the job isn’t a career move. Then say, “Let’s discuss the job first and if it is a career move we can then figure out if the compensation package fits. Worst case we can network.” Industry expert, Lou Adler, defines a career move as a minimum 30% non-monetary increase consisting of a more impactful job, faster growth, and/or a richer mix of more satisfying work. After that, ask discovery questions about the person’s background to see if the open position offers this type of increase. Company culture and mission fall shortly behind here. So taking this into action – it’s important to think about your messaging – if you’re sending an email or inmail – or even having these things readily prepared if you’re reaching out via the phone. You don’t want to lose out on a qualified passive candidate because you haven’t included these key pieces. We surveyed over 20k professionals in 29 countries to better understand what candidates want. In this, we asked: What are the most important pieces of information that a recruiter should include in their initial message to you? 73% of respondants replied that they want to know why you’re reaching out to them specifically – what stood out about them to you? make the candidate feel special – like an individual. So taking this into action – think about whether you’re incorporating the research you’ve done about a candidate into that first message. Know all the factors that matter, and incorporate them where appropriate. You don’t want to lose talent because you haven’t included these key pieces. Just remember -- most people read their digital messages via mobile, so a catchy subject line and brevity – with that personal touch -- will go far.
- [L] And for our 5th tip, we’re going to focus on how to attract the right candidates with your Jobs.
- A job slot is a flexible posting solution that allows you to change the position being advertised at any time. I liken it to a parking spot that you own. You can park in your spot whenever you want, for as long as you want, and you have the flexibility to come and go as you need. But you own it, so it’s always yours. Job slots work the same way – you own the advertising space on LinkedIn and can post jobs in that slot whenever you like. You can deactivate it and take it down if it’s filled, or place it with a new position. They also match your jobs to candidates with relevant skills and experience – and proactively place your jobs in front of ideal candidates. Jobs are especially great for attracting those hard to engage, high level candidates who resumes are not on job boards. In fact, about 30-40% of applicants that you’re getting through your LinkedIn specific Job Slots are applying through the recommendation engines and not through actively searching. Our recommendation engines push our your Jobs to relevant members Their homepage news feed Your employee profile pages* Your organization’s LinkedIn Career Page* Their mobile: LinkedIn.com, LinkedIn Job Search, and LinkedIn Student apps Their InMail right rail Jobs homepage and job search You can also track who’s looking at your jobs, who’s applying, what their skills are, and what companies they’ve been working with. Fun fact: When candidates view your jobs, they are twice as likely to respond to a recruiter’s InMail. This is important to note because I’ve seen it time and time again that people are more likely to respond to you InMail when they view your job. Members do their due diligence before they respond to you – viewing your profile, then company page, and ultimately jobs – to see if what you’ve got is worth a conversation. This is a great opportunity to impress your passive audience to not only help with applies, but also responses to your InMails. Best practices for what to post in your Jobs Slots are very similar to what we already covered in InMails. We’ve all read the corporate job descriptions – and as recruiters we probably skim over them only for buzz words. Don’t you think applicants do the same thing? To attract the passive and active network you need to make your jobs interesting and intriguing for them instead of something to easily skip over. Include information like what a day in the life is, or company culture, or how this role is going to impact the business and growth of the company. Another key thing topic that people consider when making a move is benefits – so you can include enticing information about the benefits or perks to working at your client in the description.