This document discusses using LinkedIn for talent acquisition and employer branding. It recommends a three step process: 1) Build your follower base and brand on LinkedIn, 2) Engage with your followers by sharing relevant content, and 3) Recruit by posting jobs and targeted ads. Specific engagement tactics include telling five core company stories, keeping followers up to date, and boosting reach through sponsored updates. The goal is to improve candidate conversions through targeted messaging and content.

1. Succesvol werven met LinkedIn Deel 2 Binden
Marlene de Koning

2. ©2014 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS
Marlene de Koning
Employer Brand Specialist @IBM
Employer Brand campaign management @agency
At LinkedIn I help talent acquisition managers and employer brand specialists with their teams to get the most out of LinkedIn in reaching their business goals
ABC
(Always be connecting) LinkedIn
Twitter

3. ©2014 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS
We recommend 3 simple steps
Your followers &
Your brand
Nurture your target audiences
Do what you do best
Build
Engage
Recruit

4. RECRUIT
ENGAGE
BUILD
Your LinkedIn journey

6. 6
Story
Middle English
“a Historical Account”
History
Latin
“History” as we know it today
Historia
Greek
“Narrative”
Histor
Greek
“Learned and Wiseman”

7. “If history were taught in the form of stories, it would never be forgotten.” Rudyard Kipling
7

9. http://www.duarte.com/book/resonate/

10. 10
The five stories you should tell

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TALENT SOLUTIONS
Who am I?
•Introduction to you / your business. Easy to tell across multiple channels. Recruiters know this inside out.
Why am I here?
•What is the business’s purpose and the purpose of the content you are creating.
My mission
•What you / your business stands for.
What I do
•Your mission should be more “why” and this is more “how”. Find your USP.
What that means for you
•Case studies and testimonials. Success stories.

12. Improve your follower engagement with relevant messaging
ENGAGE
Page visitors see the content that is relevant to them
≤ 400%
increases in candidate conversions achievable with targeted content1
Career Pages
Images
JOBS
Videos
1 Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014

13. Keep your followers up to date
Ensure you are always top of mind
Relevant content Encourages likes & shares
ENGAGE
Content Updates
Members are 61% more likely to share information as a result of following your company
61%

14. Accelerate your engagement reach
uplift in click through rates for updates
25%
the usual content traffic
3x
Reach a wider audience with sponsored updates before you even have them as followers
ENGAGE
Sponsored
Updates

15. ©2014 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS
Followers
Time
Build, engage and recruit for success
Relevant Jobs
Career Pages
Targeted Media
Employee Ads
Recruiter
Content Updates
BUILD
ENGAGE
RECRUIT