Once you've build your employer brand and EVP, find out how to leverage your LinkedIn Career Page with targeted messaging to different audiences across different regions.

1. Optimizing your LinkedIn
Career Page
​Becher Obesi
​Talent Brand Consultant
​Etienne Tremblin
​Talent Brand Consultant

2. 2
Your Employer Value Proposition is:
The attributes and sentiments that you most want associated
with your company
Your Employer Brand is:
The delivery of your employer value proposition across
every communication touch point – both internal and
external

4. • Social networking has changed our behavior
• It has changed the way people
• Process information
• Make decisions
• Look for employment
• People expect information to be relevant and
personalized
Social media has fundamentally changed the game

5. People complete 60% of the decision
making process prior to any direct
interaction with the brand
because of the level of
AWARENESS they have with
your brand

6. The State of Talent Branding

7. Talent acquisition (TA) leaders are highly aware that employer
branding is critical to hiring success
83%Agree that employer brand
has significant impact on
ability to hire great talent

8. Talent Brand, why should I care?
3. Response
Rates
Recruiter messages
by up to 2X
50% more
applicants to jobs
1. Company
Performance
Turnover by up to
28%
4. Retention
40% less likely to
leave
within the first 6
months
2. Cost Per Hire
50% savings
Better stock
performance

9. Talent strategy
and Talent
Brand plan
Workforce
plan
Business plan
Long term strategy

10. How can LinkedIn help you BUILD
your Talent Brand?
10

11. Define
• What are you famous for?
• Strive for authenticity
Communicate
• Can your employees articulate your employer brand?
• Is your communication ongoing and consistent?
Engage
• The world has gone social
• Take control!
Measure
• Internal & external perception
• Quality & quantity of hires
LinkedIn
Can
Help

12. 12
Create the right message

13. The LinkedIn Careers Page

14. The LinkedIn Careers Page
Edit Mode

15. Intro slide
15

16. 16

18. Upload Customised Banner Image
Click and drag the
yellow rectangle to
choose the part of
the image to
display in the
banner
Make your banner
clickable by adding
a url

19. Showcase what makes your company unique
Add a compelling
Headline and
Tagline
Customise the
section Headline

20. 20

21. 21

22. 22
Use Rich Media to showcase your brand
Include a YouTube
video, image or a
SlideShare
presentation

23. 23
Share links to external URLs

24. 24
Your Employees are greatest brand ambassadors
​Number 1 activity on LinkedIn is members viewing other members profiles

25. 25
Include Employee Testimonials
Start typing the
members name
then include it in
the dropdown that
appears
Include testimonials
that describe the
work culture and
why the employee
chose to work at
your company

27. Set Up

28. Create Customised Views

29. Engage your audience with the right
message
l
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3
2
3

30. Engage your audience with the right
message
l Graduates
2
2
3
3

31. 31
Target Audience: Pilots
https://www.youtube.com/v/LNNSNHpSxNY

32. https://www.youtube.com/watch?v=u5lURF_5zjk
Target Audience: Pilots & Cabin Crew

33. Target Audience: Arabic

34. People ​Designed to drive targeted talent to your LinkedIn Career Pages
Engage with the right talent
Erika Robertson
500+
Connections
2nd
Software Engineer, ABC Co.
London, UK
Erika Robertson

35. When viewing
profiles
When visiting
Company Pages
Drake & Scull
Drake & Scull
Drake & Scull
Drake & Scull
Drake & Scull
Drake & Scull
On the LinkedIn
Homepage
When interacting
in Groups

36. 36
Why Followers matter

37. ​OF FOLLOWERS ARE INTERESTED IN JOB OPPORTUNITIES WITH THE COMPANIES THEY
FOLLOW

38. ​MORE LIKELY TO RESPOND TO YOUR INMAIL
FOLLOWERS ARE

39. ©2015 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.