Sophie Logan
[Webcast]
How to use data and
insights to become more
socially engaged
Sylwia Sterecka
Global Business
Solutions Consultant,
LinkedIn
Senior Insights Analyst,
LinkedIn

Agenda
1. Importance of data and insights
2. Using insights to create an
effective engagement strategy
2

Social mediaInternet Email
@
Filing cabinet Offline database
Job channels
Online database
Smart phones
Professional Networks
Digitalisation
Big Data
Advanced AnalyticsCloud
Multi-device
Intelligent apps
Augmented reality
Personalization
Consumer
Recruitment
1980’s 1990’s 2000’s 2010’s 2011 2012 2013 2014 2015 2016 2017
Evolution of Staffing Industry

Anyone can find jobs,
search for companies,
connect with anyone
The era of open talent & evolution of technologies has
created 3 new realities within the recruitment industry
Ubiquitous
Opportunity
Every recruiter and
agency has access to the
same talent information
Expectations of clients is
increasing. The old
strategies don’t work
Increased
Intensity
Universal
Access

The use of data and insights as your competitive advantage. An
approach that influences every stage of the recruitment process.
Enable your people to win more placements that drive new and repeat
business.
This is
talent intelligence

OF CEO’SVIEW DATA ON
TALENT AS A SOURCE OF
COMPETITIVE ADVANTAGE
SOURCE – LINKEDIN GLOBAL RECRUITER TRENDS SURVEY 2018

OF RECRUITERS AND HR TEAMS
FEEL THEIR DATA CAPABILITIES
ARE GOOD OR EXCELLENT
Source: LinkedIn Global Recruiter Trends
Survey

It’s about what you do with it that counts
It’s not just about the data

29K
Schools
26M
Companies
15M+
Jobs
575M+
Members
50K
Skills
CLIENTCANDIDATE
Connections
Education
Skills
Open
Candidate
Industry
Location
Interest
Salary
Job
searches
Job views
Content views
Companies followed
Connections at company
Hires
Industry
Company size
Experience
Current employees
Similar companies
Macro
labor trends
Alumni
Location
Culture & Values
Intent
Identity
+
Affinity
=
Every Action on LinkedIn creates a point of data
This data helps us create unique Insights that help you focus efforts in ways that
drive the most impact for your business

C O M M O N R E C R U I T M E N T C H A L L E N G E S T H A T C A N B E
S U P E R C H A R G E D B Y D A T A
Identify target
audiences,
create campaigns
and allocate
branding budget
Inform recruiting
strategy and set
expectations with
their clients
Craft data-driven
plans for client
acquisition &
development
Strenghten
relationships with
existing clients and
identify
opportunities to
expand footprint
within existing
accounts
Decide which
industries and
locations to expand
into based on talent
market/landscape
and likelihood of
success
BUSINESS
DEVELOPMENT
CLIENT
CONSULTING
ENTERING NEW
MARKET
BRANDING PLACEMENT
STRATEGY

Turning Insight into Action

Candidates are in the Driving Seat
75%
of job
switchers use
LinkedIn as
part of their
search
90%
of candidates
are open but
don’t know
where to
apply
Yet do not know where to apply

before they remember you
Consumers need
to see your brand
5-7times*
B2B Buyers need
to see your brand
10+times
The B2B Buyer Journey now takes longer
Decision Makers prefer to receive information in a series of articles

Smart companies recognise they need to create a journey

How to engage these audiences on LinkedIn
Attention Relevance ValueRelevance
Use Data to become informed about your audience and
power your strategy
Your brand needs to be always-on, consistent and unique

Are researching during
the evenings
Research business products
during their workday
Spend time researching on
the weekends
69% 73% 51%
Be always-on
Decision Makers are ‘always on’, meaning you must be always on as too

Be Personal
Personalise the buyer journey, and see higher levels of engage

Be Engaging
Differentiate with highly engaging content, and show, don’t tell

Booking.com used data to understand the dynamics of the audience

Booking.com engaged with tailored messaging that meet their needs

LI Sponsored Content, targeting
Company’s ABM company lists w/
video and static brand content
Driving members to Company.com
Prospects are segmented by
demographic/insights tag data, and is
retargeted with personalised content
Targeting streams are
created using retargeting or
demographic data gathered
during the awareness
phase.
Prospect sees a call-to-action on the
Lead Gen Form and converts
Prospects which visit Company
landing page but do not convert
flow back into brand audience to
re-engage
This company created a cohesive, always-on journey

Ta k e a w a y s
1 . D a t a a n d i n s i g h t s c a n i m p a c t a l l a r e a s o f y o u r b u s i n e s s a n d g i v e y o u c o m p e t i t i v e
a d v a n t a g e .
2 . D a t a a n d I n s i g h t s c a n h e l p y o u t o u n d e r s t a n d y o u r a u d i e n c e s i n a m e a n i n g f u l
w a y.
3 . U s i n g D a t a a l l o w s y o u t o c r e a t e a n e n g a g e m e n t s t r a t e g y, w h i c h e n s u r e y o u a r e
g e t t i n g i n f r o n t o f t h e r i g h t p e o p l e , i n t h e r i g h t w a y, a n d a t t h e t i m e .
4 . B u i l d i n g r e a l b r a n d e q u i t y r e q u i r e s a n a l w a y s o n a p p r o a c h t o n u r t u r i n g
a u d i e n c e s , a n d s t r i v i n g f o r i n s t a n t g r a t i f i c a t i o n e q u a l s l e s s s i g n i f i c a n t R O I i n
t h e l o n g r u n

Thank you