4. Recruiting Solutions
Sam
AM Strategic
Jessica L
AM UK
4
Laura
SC UK/Nordics/
DACH
Ingo
Solutions
Manager
Padraic
AM SMB/NL/
DACH/Nordics
Lauren
SC UK/Nordics/
DACH
Anne
SC Strategic
Clement
SC S.Europe
Marlene
SC Benelux
Carole
AM S.Europe
Dublin
London
Paris
Amsterdam
EMEA Solutions Team
9. Recruiting Solutions
Three elements launching around
Talent Connect
Talent Brand Index
InDemand
Employers Rankings
Employer Branding
best practices portal
Customer-facing Company-facingMember-facing
Know it cold Get the basics Know where to find
Talent Brand
Reach
Talent Brand
Engagement
10. Recruiting Solutions
What is employer brand?
12
Employer
brand
Measures the strength of employer brand, and
benchmarks it against your talent peers
Tells you how attractive your employer brand
qualities are to external candidates
Talent
Brand
Index
A qualitative representation of what it is like to
work at your company
Related to culture, talent, and performance
18. Recruiting Solutions
3 things you need to know
20
Talent Brand Index measures your
attractiveness as an employer
The LinkedIn Solution can help
improve the strength of your brand
A strong employer brand makes it
easier to attract candidates
19. Recruiting Solutions
Best practices for telling the story
21
• Use an analogy to talk about Talent Brand Index
• Only show the data that’s useful
• As you share their numbers, begin discussing
solutions
• Look in the appendix for LCP Gold, Recruitment
Ads, and more
Talk to the
framework
Tell a story
Know your
recommendation
Tailor the deck
20. Recruiting Solutions
Use these materials to engage with
your clients: RMs
22
Any upsell
conversation
Engaging decision
makers
Deepen
consultative
relationship
Create a reason to upsell on jobs/media
Re-engage with insights prior to QBRs/renewals
Invite more senior clients to the discussion
“How big a priority is employment brand for your
organization?”
Uncover pain points, build recommendations
“Help make you best in class in engaging talent”
21. Recruiting Solutions
Proactive discovery questions
23
How do you think about your employer brand?
How do you measure/track your employer brand today?
How would you rate your employer brand vs your peers?
How easily would you say you attract talent to your roles vs your peers?
• Are there groups where it’s harder/easier?
Who are your biggest competitors when it comes to hiring top talent?
• Why are they more effective? Is it related to brand?
22. Recruiting Solutions
What questions do you have?
24
“So you’re saying that if I pay more, my TBI is better? Is
this pay to play?”
“Why should I care about my employer brand?”
“How do I increase my reach?”
23. Recruiting Solutions
What do you do if your client…
Has trouble recruiting in the areas where they have a high TBI?
25
Says they don’t have trouble recruiting in an area where they have a
low TBI?
Has a TBI that has stayed flat over time/hasn’t improved?
Doesn’t have much of an international presence?
Has a strong overall Talent Brand Index? Are they done investing?
24. Recruiting Solutions
Where can I access this really cool
deck?
26
1. go/merlin >> HS Tools >> Talent Brand1
1. Choose company2
1. Download PPT4
1. Edit peer companies3
25. Recruiting Solutions
How are talent peers calculated for a
target company?
You can customize these when downloading the deck
Talent Flows
Target page views
Target member activity
Employee profile views
Top 5 overall Talent
Peers
Top 4 same-size
Talent Peers
&
26. Recruiting Solutions
Where to go for help?
Need the TBI
deck? go/merlin
28
Questions about
positioning and
help with clients?
Solutions
Consultant
Questions about
the data or
charts?
Merlin
Helpdesk
merlin@linkedin.com
28. Recruiting Solutions
IT Administrator
Business Operations
Financial Analyst
Facilities Manager
Marketing Director
Sponsored Jobs give your most
important roles a little extra exposure.
Sales OperationsSoftware Engineer
Sales Manager
Senior Engineer
29. Recruiting Solutions
Bring the power of LinkedIn’s targeting
and passive talent to pay per click
1
3
2
On the LinkedIn homepage
On the Job Search page
In the member’s email inbox
36. Recruiting Solutions 48
Featured status updates
Benefits of managing your
content:
• Brand awareness
• Creating community around
the brand - Loyalty
• Showcasing thought
leadership to target audience
• Drive traffic by increasing
reach
37. Recruiting Solutions
What does this mean for your client?
Think long term vision and value with daily
proofs
49
Featured status updates
39. Recruiting Solutions
Clients will be able to share presentations,
documents, or Flash video
51
Tips for clients:
- Feature
Slideshow if
images
- Financial
reports
- Ad as much
content as
wished
43. 55Recruiting Solutions
Indesit Company LinkedIn Media
Overview - 2012
Solution
Contract
Amount
Amount
Delivered
Currently
Scheduled to
be Served
Live Notes
Work With Us NA Live Live Yes Follow Company
Career Page
Silver
1 1 NA Yes Migrated to the new
format
45. 57Recruiting Solutions
The number of unique visitors on your Career Page is
steadily increasing and transforming into followers
57
The number of followers onf the Indesit page is now 5860 Linkedin Members. After a slow down due the
holidays, visits and numbers of new followers is increasing again.
46. 58Recruiting Solutions
Members on LinkedIn are joining your company. To
date, you have 5860 members from around Europe
58
The main geography of your followers
is Italy, representing 60% of your
community. Follows behing UK,
Turkey, Russia, France, Poland
47. 59Recruiting Solutions
The typology of your community is very relevant to your
employer brand working in the same industry, in the right job
functions and come from companies of the same typology of
Indesit Company
59
48. 60Recruiting Solutions
Zoom on the other spaces of Indesit
60
The ad space on your company page
is free to use by all LinkedIn
companies.
Just by refreshing the page, an ad
from Philips appear on the right
hand side of your page
Your Community is engaging with the
information which is pushed to
them on the company page.
When having a closer look, it seems
that videos and the successes of
Indesit have greater success and
engagement
49. 61Recruiting Solutions
Next steps
Leveradge even more the new functionnalities coming
out to push content to your community and to specific
audiences:
– Targeted Status Updates on Indesit Company home tab will have
way higher engagement rates than global communications.
Drive traffic and awareness to your employer brand
presence by using recruitment ads focusing on specific
needs in terms of visibility and gaps in the community
61
51. 63Recruiting Solutions
Employees are your best ambassadors , generating
interest and attracting qualitative profiles to Indesit
Views by non Indesit employees
The in bound flow
traffic on your
employee profile
is big! The
profiles of your
employees get in
average visited
14K times by
month by 5,5K
different
viewers.
52. 64Recruiting Solutions
Indesit Company’s Work With Us is performing at 19 times
industry average
64
Campaign
Creative
Audience Impressions
Served
CTR
Follow Company External/
Internal
94,751 1.5%
Industry average for Recruitment Advertising is 0.08%
The Work With Us campaign is currently performing very well, even
along time, which is a success.
April May June July August September October November
2.02% 1.84% 1.41% 1.42% 1.37% 1.21% 1.74% 1.7%
53. 65Recruiting Solutions
The typology of profiles seeing « Work With Us » and
therefore seeing your employee profiles – Sept data
65
The profiles of your employees get a lot of
traffic and interest by LinkedIn members in
the same industry and functions.
The profiles of your employees have been
visited by 2557 different companies, but
with as emphasis on the same typology as
Indesit’s.
54. 66Recruiting Solutions
Impact of « Work With Us » on the Page
Work with Us enhanced visibility of your overall presence
and pushed traffic to your Career Page
66
56. 68Recruiting Solutions
Your actions on LinkedIn have an impact on your hiring
68
Even without
communicating on you
presence on LinkedIn
except via your
employees, your Career
Page impacted 13 new
hires and Work With Us
impacted 7 of your new
hires. These numbers
are very promising when
thinking about
recruitment ads.
Driving qualitative traffic to
your page will enhance
the impact, pushing
communication and job
to a specific audience
you chose
62. 74Recruiting Solutions
Key Takeaways
Indesit Company has a community which is constantly
growing eager to know information about the company
LinkedIn had an impact on job
The media actions undertaken this year had an impact on
your hiring results
Indesit Company benefits from a great indirect interest in
your brand when looking at the « Work with us » results
63. 75Recruiting Solutions
Recommendations
Enhance your brand awareness and engagement:
– Provide highly targeted branding messages to the talent
researching your career opportunities
– Engage your Followers directly on their homepages through
Company Status Updates
Drive traffic to your LinkedIn presence and other
spaces:
– Continue using WWU to convert indirectly interested members
– Communicate about your presence to a specific target/ audience
you would like to gather.
75
70. Recruiting Solutions
Target Requests SLAs
Response to:
– Target Request: Please expect 4 DAYS
– WWU: Allow 3 days SLAs
– Recruitment Ads : Allow 1 WEEK MINIMUM from start to
launch.
– Talent Direct : Allow 1 MONTH MINIMUM from start to
launch.
NB: Take into account the client as well !
Welcome and thank you for taking part to this sessionThis morning, training sessionThis afternoon, open office, question business cases, client meetingsPlease leave laptop and phones awayThis has to be interactive, do not hesitate to ask questionThe purpose of this training is :to help you to position media, and to pitch it. You do it well and maybe we can help do improve it or to share the best practicesTo establish a real link with the solution team to partner and build long term successful relationships
We measure ability of the sales to sell media with the solution index :SI : In a 100 € deal, how much is for media Media : LCP, WWU, Talent Direct & Rec Ad’sGuess who are these number for :one of these numbers is global SI YTD, one of these numbers is the highest Italian rep SIOne of these is the current EMEA SIOne of these is the stretch goalGlobal 18% YTDEMEA 21%Best Italian : Michelle Barberi : 39%Stretch Goal 40%our team is NOT compensated from their deals. If they sell a Careers page, we do NOT take your money/commission, there is no split- that is all yours! Instead, Solutions team has a team-quota based on Solutions Index- we want to help you hit 40% SI.
Why should you care about your employer brand?It’s something your talent peers are thinking about and investing in93% are investing in it this yearEven if it hasn’t been a priority for your company, it is for your peers, and it will impact your ability to hire2) Why are your peers thinking about it? Having a strong talent brand makes it easier for you to hire talent A strong brand means that talent is more interested in working at your company It can reduce your overall cost per hire by up to 50%Today we want to talk about how LinkedIn can help you measure your employer brand and strengthen it to engage the talent you are looking to hire.
How can we measure your employer brand? We start by looking at the reach and engagement you have with external talentTALENT BRAND REACH: Includes the people who know what it’s like to work at your company—those that are familiar with your company as an employerTALENT BRAND ENGAGEMENT: Includes the subset of people within your reach who are interested in you as a potential employerResearch shows that people familiar with what it’s like to work at your company are the same people connected to and engaging with your employees on LinkedInResearch also shows that people who are interested in working at your company are the same ones who are taking that extra step on LinkedIn to learn more: browsing/applying to jobs on LinkedIn, following your company, and visiting your company and career pages.Because these activities happen on LinkedIn, we can measure them. So we can see that at xyzCo, you have XXX members within your reach, and YYY of them have engaged with you and shown an interest
We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.
We can measure your talent brand index vs your talent peers. Your competitors to the left of the graph have the easiest time engaging talent– talent shows high interest in them. Your talent peers on the right of this graph have a harder time engaging talent, because of their weaker employer brand.The stronger your brand, the easier it is for you to attract the right candidates to your roles.
We can also use talent brand index to determine where to focus your employer branding efforts. For example, for your functions on the left of this graph, you have an easier time hiring talent, but for the functions to the right of this graph, it has been more difficult finding talent to fill your roles. Does this resonate with you, both on and off LinkedIn?
Talent brand index can also assess the strength of your employer brand across the geographies where you are looking to hire. Given LinkedIn’s global pool of talent, we can help you boost your employer brand among the audiences where you need it most.
Finally, we can help you track your employer brand over time. Brand is not something that changes overnight– rather, it is something that needs to be cultivated over time. As you invest in your employer brand, LinkedIn can help you assess the effectiveness of your employer branding efforts both on and off LinkedIn– using the talent brand index.Let’s pause here and review what we’ve talked about:- How are these results in line or different from your expectations? Why? - How is your employer brand aligned compared to your recruiting priorities? - How is your brand enhancing or inhibiting your success in hiring?
Sponsored placements appear on LinkedIn’s most visited pages – the LinkedIn homepage, the Job Search portal, and in the member’s email inbox
How to?Pin updatesNumber of updates displayed on the pageHow to post => copy.paste + no modification + no Comments on/off
We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.
Finally, we can help you track your employer brand over time. Brand is not something that changes overnight– rather, it is something that needs to be cultivated over time. As you invest in your employer brand, LinkedIn can help you assess the effectiveness of your employer branding efforts both on and off LinkedIn– using the talent brand index.Let’s pause here and review what we’ve talked about:- How are these results in line or different from your expectations? Why? - How is your employer brand aligned compared to your recruiting priorities? - How is your brand enhancing or inhibiting your success in hiring?
We can also use talent brand index to determine where to focus your employer branding efforts. For example, for your functions on the left of this graph, you have an easier time hiring talent, but for the functions to the right of this graph, it has been more difficult finding talent to fill your roles. Does this resonate with you, both on and off LinkedIn?
Talent brand index can also assess the strength of your employer brand across the geographies where you are looking to hire. Given LinkedIn’s global pool of talent, we can help you boost your employer brand among the audiences where you need it most.
To expand both your talent brand reach and engagement, you can also reach out to targeted talent across LinkedIn. Share your employer brand among new audiences and introduce them to relevant opportunities and employer brand messages for your company.
You are missing the opportunity to more effectively engage talent by not personalizing your message to your audience.You can automatically tailor your employer branding message to talent in order to engage them more effectively. For example, when engineering talent researches your company, give them engaging, relevant content tailored to engineers.
