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#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Why followers are important for your business Tuesday 22nd July 2014
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
7 years as a recruitment marketing guys Web design, development, brand strategy, search marketing, email
marketing, social media strategy Helping recruiters get the most out of LinkedIn
Alex Charraudeau Media Solutions Consultant
Andrew Linton Media Solutions Consultant
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Agenda
How recruitment is changing Why build a follower base Psychology of following How to get followers What to do with followers 5 thing to do today
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How Recruitment is Changing
THE WORLD IS
CHANGING FAST… Candidates
More Connectivity
More Choice
More Channels
1980’s 1990’s 2000’s 2010’s
Filing Cabinet
Companies
Offline Database
Job Channels
Social Media
SOCIAL MEDIA IS HERE TO STAY, EMBRACING ITS POWER IS THE KEY
57% of the decision to ‘buy’
is now made before any contact with organisation
PROFESSIONALS USE LINKEDIN FOR
3 VALUABLE REASONS KNOWLEDGE
The definitive professional publishing platform
NETWORK We connect the world’s
professionals
IDENTITY The professional profile
of record
are passive and not looking to move
80%
60% of them are open
to opportunity!!
THE BEST RECRUITERS
ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING 1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY 2
WE RECOMMEND
3 SIMPLE STEPS
BUILD ENGAGE RECRUIT
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Why Build a Follower Base
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12
Generate preference for your business 78% of company followers are more likely to respond to an InMail
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13
Get people to do something by sharing jobs / conversion points 71% of members will follow a company for jobs
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14
Followers are sustainable 64% of followers would follow companies indefinitely
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Psychology of Following
15
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16
The Psychology Why we Follow…
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Fear of missing out – Fear of missing out (or FOMO) is a form of social anxiety. This is especially
associated with modern technologies such as mobile phones and social networking services
Social proof
– Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation
Bandwagon effect / Cultural phenomenon
– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others
17
The Psychology Why we Follow…
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The Psychology – Fear of missing out
Why should they Follow you? What are you delivering that will improve their life? How can you influence and improve someone’s career? What opportunities are you opening someone up to?
18
Opportunity
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The Psychology – Fear of missing out – Opportunity
Outside Recruitment
19
In recruitment
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The Psychology – Social Proof
Who else is following? How many followers do you have?
20
Numbers
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The Psychology – Social Proof – Numbers
Outside Recruitment
21
In recruitment
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The Psychology – Bandwagon effect / Cultural phenomenon
How long do you have before people loose interest? Have they already started following all of your competitors?
22
Speed
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The Psychology – Cultural phenomenon – Speed
Outside Recruitment
23
In recruitment
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Why you would Follow a company – Facebook
49%
Support the brand I like
24
42%
Get a coupon or discount
41%
Receive regular updates
35%
Participate in contests
31%
Share my personal
experiences
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Why you would Follow a company – Twitter
25
52%
Special offers
44%
New products / services
51%
News on the brand
38%
I am a current customer
55%
I like the brand
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26
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Followers on LinkedIn
27
71%
Following companies for
jobs
68%
News and Insights
61%
Projects and iniativies
88%
Would follow a company
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How To Get Followers
28
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29
Generate Followers through word-of-mouth
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30
Get Followers through being interesting
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31
Advertising across LinkedIn to your target audience
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32
Employee Profile Advertising
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33
Follow on Company Pages
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34
Follow on Jobs
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35
Follow Us on the website www.developer.linkedin.com
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36
Follow Us on Email
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By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.
The spike in March & April was due to a short burst of Follower advertising.
37
What does success look like? Graph of Follower Growth over time
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What to do with Followers
38
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Talent Landscape
39
0% 20% 40% 60% 80% 100%
Active Passive
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0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive
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Job related content Interview tips Jobs!
41
Create content for both active and passive people Active Content
Passive Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment
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42
“Leaders don't create followers, they create more leaders.”
- Tom Peters -
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A member’s journey
43
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is made before contact with a sales person
Social media has made this easy than ever before
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The Content Marketing Masterclass For more information find slides here: http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911
What content is your target interested in? “Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.” IT professionals
IT professionals in banking
Senior IT professionals in banking
Senior IT professionals in banking working at HSBC
0% 50% 100%
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5 Things To Do Today
45
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5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve
Social RecruitIn is EMEA’s must attend conference for Search and Staffing Professionals. Reserve your place now http://lnkd.in/socialrecruitin
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