LinkedIn Day - Jeddah
Tuesday October 1st 2013

Agenda
09:00 – Registration and Breakfast
09:30 - Introduction to LinkedIn
10:00 - LinkedIn Talent Solutions Overview
10:30 - Break
11:00 - The Power of Employer Branding on LinkedIn
12:00 - ROI and success stories on LinkedIn
12:30 - Lunch and Networking

LinkedIn
Introducing
Rabih HAIDAR
Territory Head – Saudi Arabia

4

5

Everywhere
Work wherever our
members work
Insights
Be great at what
you do
Identity
Connect, find, and
be found
The value we deliver to
our members

238 million minds.
One aspirational mindset.
7
1 – The Mindset Divide research study, TNS, September 2012
Top 3 types of content expected1
Spend Time
Personal Networks
Info on friends
Info on personal interests
Entertainment updates
Invest Time
Professional Networks
Career info
Updates on brands
Current affairs
1
2
3

LinkedIn in MENA
• 9M+ members in MENA
• 1M+ members in KSA
• Number of Groups: 2,378
• Top 3 Industries
• Construction
• Oil & energy
• Healthcare

“Compared to two years ago,
the number of college students using LinkedIn
to find job opportunities
has increased by 700%.”

30,000,000+
Students & Recent Grads Worldwide
1
World’s Fastest Growing Network of Students
20,000+
275,000
Schools
New Student Members Per Month

Alumni engagement – Where did last year’s class find jobs?
w w w. l i n k e d i n . c o m / a l u m n i

Content
is fuelling our growth
12
6XMore engagement with
content vs. jobs
BRANDS
3M Company Pages
Company Updates
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections

13
Content in my stream… Before

14
LinkedIn Today
Content in my stream… After

15
Content in my stream… After
Influencers

16
Connection Share
Company Update
Content in my stream… After

17
This Content is being delivered
across multiple devices
33%
Of all traffic is across
mobile devices

MARKETING SOLUTIONS
Changing the way companies work.
18
Sell
Turn cold calls into
warm prospect
Market
Connect most effectively
with professionals
Hire
Engage the world’s
best passive talent

MARKETING SOLUTIONS
The largest professional network
19
Economic model
For recruiters who want to access the largest pool
of candidates in the world
Talent Solutions
For companies who wish to promote their products and
services to a highly qualified audience whilst maintaining
maximum coverage
Marketing Solutions
For advanced users with specific needs: business
prospectives, recruitment, fund raising
Premium Membership
56%
24%
20%
Share of
annual growth
*Quarterly results Q2 2013 - Total quarterly turnover $364M

MENA members engagement on LinkedIn

MARKETING SOLUTIONS
LinkedIn member base in MENA is educated and
using LinkedIn actively
Engagement on LinkedIn among users in the Middle East
has increased by 44% in the past 12 months
21
Source: LinkedIn Audience 360 Member Study, Middle East 2013
LinkedIn users in the Middle East are young educated
professionals
− 73% have received a university degree or higher
LinkedIn is the most used site for business content and
professional growth

MARKETING SOLUTIONS
LinkedIn is the most influential site for business content
and professional growth
22
79%
49%
31%
14%
3%
2%
1%
LinkedIn
Facebook
Google+
Twitter
Glassdoor
Pinterest
Branchout
Use Regularly for
Business Content
Primary site for professional networking
63%
37%
15%
14%
14%
14%
14%
11%
8%
8%
7%
7%
7%
3%
LinkedIn
gulfnews.com
khaleetimes.com
en-maktoob.yahoo.com
arabianbusiness.com
economist.com
Twitter
forbes.com
arabia.msn.com
zawya.com
FT.com
thenational.ae
ameinfo.com
WSJ.com
Source: LinkedIn Audience 360 Member Study, Middle East 2013, n=1016

MARKETING SOLUTIONS
23
70%
Of new hires who relocated to a new
country in MENA, came from a country
outside of the region.
Most commonly….
Source: LinkedIn Internal Data – 2013 YTD
MENA has a strong international element to the
workforce

MARKETING SOLUTIONS
24
0% 20% 40% 60% 80% 100%
Syria
Pakistan
Jordan
Egypt
Lebanon
Bahrain
Kuwait
Yemen
Qatar
Oman
Libya
UAE
Saudi Arabia
Iraq
% External Talent Loss % External Talent Gain
Iraq and Saudi Arabia are attracting the largest ratio
of talent from other countries
Source: LinkedIn Internal Data – 2013 YTD

MARKETING SOLUTIONS
research companies on LinkedIn
ask for a colleagues advice via
LinkedIn
C-suite users in the Middle East use LinkedIn to make
informed business decisions
25
Source: LinkedIn Audience 360 Member Study, Middle East 2013, n=1016
1 in 3
1 in 4

MARKETING SOLUTIONS
Notes:
100 is the average LinkedIn User
Over 100 is the % more likely a person is to perform an action.
Example: Target Segment is 139 (39% more likely to engage with LinkedIn on a mobile device than the average LinkedIn user)
26
179
134
126 126
112
100
MENA CXOs
LinkedIn average
Inbox Recommend
©2013 LinkedIn Corporation. All Rights Reserved.
Source: LinkedIn Internal Data
Influencers Today Mobile
How do CXOs in MENA use the LinkedIn platform?

MARKETING SOLUTIONS
Increasing salary, getting promoted and
maintaining/increasing their company’s growth are the top
challenges professionals in the Middle East face
8%
14%
16%
17%
20%
26%
26%
39%
48%
49%
Preventing cut-backs and lay-offs
Partnering with the right vendors
Finding the right products
Driving revenue
Keeping my staff engaged
Growing my team, finding the right candidates
Keeping my current job
Maintaining or increasing my company's growth
Getting a job promotion either in my current
company or an outside company
Increasing my salary
Professional Challenges
Source: LinkedIn Audience 360 Member Study, Middle East 2013, n=944

Talent Solutions
Introducing

80% of professionals today are passive candidates
Active Candidates
Work on their job search
- Search job boards
- Seek out many opportunities
Passive Candidates
Work on doing their jobs better
- Develop networks
- Only listen to the right opportunities
©2013 LinkedIn Corporation. All Rights Reserved.
40
20%
Active
80%
Passive
238m+
Members worldwide

TALENT SOLUTIONS
Three core components work together to drive recruiting
effectiveness
Proactive
Sourcing
Automated
Engagement
Strategic Sourcing
and Pipelining
Metrics and
Analytics
Personalized
Job Targeting
Talent Brand
Development
41

Financial Analyst
Bank of America
Sr. HR Director
Gap Inc.Amazon
Sr.
Cristal
HR Director
Cristal
Finance Manager
Sales Manager
Erica
Finance Analyst
Karim Steve
Director of HR
Sales Manager
Cristal
Sales Manager
JOBS YOU MAY BE INTERESTED INJOBS YOU MAY BE INTERESTED IN JOBS YOU MAY BE INTERESTED IN
Target every candidate with relevant jobs
automatically
More applications come from LinkedIn recommended jobs than searches
©2012 LinkedIn Corporation. All Rights Reserved.
42

Members see personalized jobs every time they log in
Karim
Your ideal passive
candidate
Sales Manager
Cristal
Sales Manager
Sales Manager
Juniper Networks
LiveOps
Sales Manager
Senior
©2012 LinkedIn Corporation. All Rights Reserved.
43

Impact them with Engagement Media
4,760 professionals visit your employees’
profile pages every month
©2012 LinkedIn Corporation. All Rights Reserved.
44
Note: number of professionals visiting reflects unique members visiting your employees profiles
Karim
Your ideal passive
candidate
Sales Manager Viewing profiles is the #1
activity on LinkedIn

Show relevant opportunities with rich employment
branding
©2012 LinkedIn Corporation. All Rights Reserved.
45
Karim
Your ideal passive
candidate
Sales Manager

Influence candidates at every touch point
Karim
Your ideal passive candidate
Sales Manager
Hired
Networking
with employees
Researching
your company
Following
your company
Viewing
relevant jobs
©2012 LinkedIn Corporation. All Rights Reserved.
46

TALENT SOLUTIONS
 100% visibility to everyone on LinkedIn
– Current accounts only allow you to see the full names and profiles of
those within your 1st, 2nd, and 3rd degree connections
 Trusted communication with candidates via InMail
 Productivity & collaboration tools for efficiency
 Forward profiles to Hiring Managers for review
 Retain critical communication history with candidates
(licensed are owned by company and can be transferred)
47
LinkedIn Recruiter:
Contact top passive candidates with premium search and
messaging
LinkedIn
Recruiter

TALENT SOLUTIONS
Keyword
matching
Boolean
search
string
20
search
filters
Unlimited access to the 238 Million Members on
LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.
The Transformational Power of Employer Brand
Malek Osseiran
Relationship Manager

What is employer brand?
50
Employer
brand
A qualitative representation of what it is like to
work at your company
Related to culture, talent, and performance

www.talent.linkedin/indemand

It's about YOU
About identity
About how it makes you feel
About emotional attachment

What would it mean?

The beauty of employer brand is
you don’t need everybody to know
your name. Only the right people.

The BIG Takeaways
 Employer brand is vital to improving recruiting outcomes
 Every company, regardless of industry, location, and
size can harness the power of a strong employer brand
 Social Media is leveling the playing field like never
before, enabling organizations to articulate their brand
every day, in many ways

The Business Case

The ROI Story
Source: LinkedIn Survey, 2010, 2250 Responses.
50%
Savings in cost per hire
is associated with a strong
employer brand
Companies with stronger employer brand have
28% lower turn-over rates than companies
with weaker employer brands
$

Talent Leaders Know that Brand
Matters
83%
Agree that employer
brand has significant
impact on ability to hire
great talent

Employer Brand Investment is Rising
51% 40% 9%
Spent
More
Spent
Same
Spent
Less
91% of companies spent more or the same
on employer brand in 2012 compared to 2011

1 Competition 1 Invest in their employer brand 1
Utilizing social and professional
networks
2 Compensation 2
Build and nurture strong talent pools
or pipelines
2 Upgrading employer branding
3
Lack of awareness or interest in our
employer brand
3
Learn to use social networking
and social media more effectively
3
Finding better ways to source passive
candidates
4 Location 4 Improve their candidate experience 4 Boosting referral programs
5 Recruiting team too small 5 Improve their referral program 5 Training recruiters and hiring managers
6
Recruiting team doesn't have
the right tools/systems
6
Further invest in their existing
recruiting tools
6 Recruiting globally
7 Lack of awareness that we're hiring 7 Invest in new recruiting tools 7 Optimizing your career site
8
Inability to effectively use data
to improve our approach
8
Hire recruiters to strengthen
their team
8
Measuring quality of hire
more consistently
9
Quality of talent currently at
our company
9 Negotiate better pricing with vendors 9 Reducing spend on staffing firms
10 Company performance 10
Improve ways to track quality
of hire
10
Using CRM technology to
manage talent leads
Top obstacles to
attracting the best talent
Biggest concern is that
competitors will…
Top long-lasting
trends
Whatever the Question, the Answer is
Employer Brand

Evolving Language: The Emergence of
Talent Brand
Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates what
your talent – past, present
and potential - thinks, feels
and shares about your
company as a place to work.

The Power of Brands
What HR and talent acquisition leaders can learn from
the world’s best marketers.
©2013 LinkedIn Corporation. All Rights
Reserved.

We’re going to talk about…
1
2
3
4
5
6
The Power of Brands
How Marketers Think About Branding
Your Talent Brand
Every Organization
Going to Market
Measurement

Identity
A Quality Promise
A Decision Making Short-Cut
Brand is

What does it mean to work
for your organization?

Consumer Brand Attributes

Talent Brand Attributes

1 Series 3 Series 5 Series 7 Series
20’s Professionals
Recent graduate
Single
No children
Social / nightlife focus
30’s Professionals
Upwardly mobile
Single or married
Likely no children
Active lifestyle
40’s Professionals
Established career
Married
Growing children
Family-centric lifestyle
50’s Professionals
Executive career
Married
Teen / grown children
Luxury lifestyle
BMW Segmentation

Jr. Engineer Sr. Engineer Sales Executive
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Talent Segmentation
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?

72

23%
19%
16%15%
13%
34%
24%
19% 18% 17%
10%
by Job Function by Geographic Location
73

0%
3%
6%
9%
12%
15%
18%
Talent Brand Index over time

Impact of Jobs & Media combined
75

PEERS
Airbus
BAE Systems
Bombardier
Aerospace
GE
Jaguar Land Rover
Optimized Systems
and Solutions
2of7
Talent Brand Index Benchmark
16%
14%
12%
10% 10%
8%
Rolls-Royce
Weaker employer brandEmployer of choice
24%
76

Benefits & ROI
Fouad Nakhle
Territory Manager – Saudi Arabia

Management priorities
How to
acquire &
retain the
Best Talent?
How to
reduce cost?
How to grow
the business
to the next
level?
How to be an
Employer of
choice?
78

Most Essential Trends in Talent Acquisition
79
Note: other choices included reducing dependence on traditional job boards; ensuring jobs posted reach multiple sites; using CRM for hiring; revitalizing career
sites; recruiting globally; using employee blogs to recruit; jobs SEO; using video; mobile phone recruiting; and offshore sourcing.
Feb 2012 Survey
– internal leads of Talent Acquisition
What do you consider to be the three most essential
and long-lasting trends in Talent Acquisition?

What keeps Recruiting Leaders up at night?
Learning to use social networking and social media more effectively 50%
Building and nurturing a strong talent pool 46%
Investing in their employment brand 37%
Improving their referral program 27%
80Note: other choices included improve ways to track quality of hire; prioritize positions to focus on first; train existing team members;
complete competitive analysis; negotiate different pricing with vendors
Feb 2010 Survey – 395 US respondents – internal leads of Talent Acquisition
What are you afraid your competitors might be
doing when it comes to their recruiting strategy?

LinkedIn’s Benefits, ROI
General Manager
Source Biggest
Professional Network
Time to Hire
Use our tools,
connections
Cost to Hire
Reduce substantial
costs
Quality of Hire
Passive Candidates
©2012 LinkedIn Corporation. All Rights Reserved.
81
$$$

TALENT SOLUTIONS
Reach the best candidates, not just the actives
Active
Passive
80%
82
20%

Compare with your peers
©2012 LinkedIn Corporation. All Rights Reserved.
83

Get access to powerful metrics about your company

Increase your influence
“LI hire” measured as employees changing their profile from another company to client company from December 2011- May 2012
These averages include companies in all regions and account sizes
11%
17%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Seats & Limited Jobs LinkedIn Solution LinkedIn Solution & All Jobs
Average % of LinkedIn members hired impacted by LinkedIn
products
©2012 LinkedIn Corporation. All Rights Reserved.
85

©2013 LinkedIn Corporation. All Rights Reserved.
LinkedIn helps Aujan Coca-Cola Beverages Company recruit senior level roles
Objectives
 Finding the right candidates
according to the different culture
and processes in each country
 Building a talent pipeline and
long term strategy
 Increasing the HR team’s
efficiency by reducing time to
hire and cost per hire
Solution
 Implemented the full LinkedIn
Solution: Recruiter, WWU, Jobs,
Career Page
 Find top candidates for hard-to –
hire positions across GCC
 Grow ACCBC’s employer brand
and acquire more followers to
their LinkedIn Company Page
Results
 ACCBC’s Company Page on LinkedIn
reached 8K+ followers in only 2 years
 In 2013, 25% of ACCBC’s senior hires
came through LinkedIn
 Reduction in agency spend from 70%
to 30% in 3 years, LinkedIn playing a
crucial part in it
 22% reduction in the average cost per
hire in the last year thanks to LinkedIn
Full case study available on business.linkedin.com or here
“LinkedIn is the main
tool we have used
for senior level
recruitment. I am a big
fan, and we have
embraced LinkedIn all
along in our recruitment
strategy.”
MASOUD GOLSHANI-SHIRAZI,
Vice-President of Human Resources
Aujan

©2013 LinkedIn Corporation. All Rights Reserved.
CCC integrates LinkedIn in their new recruitment process
Objectives
 Move from a reactive to a
proactive recruitment process
 Find quality talent and retain
existent talent within the
company
 Raise their employer branding
and position themselves as best
employer in the region
Solution
 Complete integration of LinkedIn
in the company’s new internal
recruitment process, iRecruit
 Reach high quality candidates
through Recruiter and job slots
 Create a LinkedIn Career Page
and grow their employer brand,
as well as their followers
Results
 With a Talent Brand Index score
of 30%, CCC ranks number one
amongst its peers
 Record time to hire of 2 days for
a critical role of a Mechanical
Construction Manager
 Significant reduction of time to
hire and cost per hire
Full case study available here

 Found 60% of its hires on LinkedIn and saved more than
£2 million year over year.
 Filled 240 requisitions within the past 12 months using
LinkedIn Recruiter
 Achieved 400% ROI using LinkedIn Recruiter.
 Built an active presence on LinkedIn to create branding,
awareness about career opportunities.
 Cut agency spend from 20% to 2%
 Reduced time to hire: 50 candidates identified in a few
hours vs. weeks
 Found 25% of its hires in 5 months
 Turned to LinkedIn Jobs Network and Work with Us ads to
tap employee networks and scale recruiting efforts
88
Other Success Stories…