#AGR14 Using LinkedIn to make smart student recruitment decisions part 1

Students & Graduates on LinkedInAGR ConferenceJuly 2014

LinkedIn’s Mission

Connect the world’s professionals to make them more

productive and successful.

LinkedIn provides the environment to bring

all parties together

EMPLOYERS

Find TalentAttract, target and hire the best

new talent – early!

Build Brand EngagementStart early so the best students

know your company

Streamline ProcessImprove your reach, efficiency

and impact

UNIVERSITIES

Attract StudentsShowcase strengths and careers of

alumni

Alumni RelationsEngage alumni for gifts, relations

Career CentresPrepare students for successful

careers

CommunityCareer

Identity Insights

STUDENTSFind opportunities.

Best fit for me.

Informed decisions to help

me succeed.

ParentsFind the right fit – and outcomes – for their children

AlumniIncrease lifetime value of their educations

3

Help students at every milestoneChoosing a Direction

� Apprenticeship or College?

� Which universities send

students to the top law firms?

� What are my career options

if I choose this degree?

� I didn’t know I could get an

internship at IBM!

� Which companies hire the

most marketing graduates?

� I need intelligence on this

specialism and who are the

experts?

Getting There

� How have other people got

into that job?

� Who can give me the inside

scoop on this university?

� Am I keeping up my skills

with students in my field?

� Who has internships for

people like me?

� How do I keep in touch with

the all the people I’ve met

along the way?

CO

LL

EG

E

YE

AR

S

Choosing Education or

Employment

Choosing University

Research

Postgraduate study?

Alumni Network

Success at 1st Job

Internships

Finding 1st Job

4

Creating first digital

passport / profile

5

Data Brand

6

Data BrandData Brand

7

Data Brand

LinkedIn

LinkedIn provides the platform for leveraging

data and holistic brand engagement

� On universities

� On courses

� On career destinations

� On employers

� On prospective students / postgrads

� On career behaviours & trends

� Universities

– Content

– Academics

– Current students

– Alumni

� Employers

– Content

– Employees

– Jobs8

Data Brand

Why do Universities want their students on LinkedIn?

� To help their students get hired– Search opportunities and be sourced by employers

– Sell their capabilities and potential

– Network for opportunities

– Gather intelligence

� Employability – the university’s brand

� Tracking – data on graduate destination and career paths

� Engagement – with students/alumni now and in future

9

Driving this growth on LinkedIn

1. Direct to Students

– Resources for using LinkedIn

– Dedicated UK student site and videos

– Direct marketing via several social media channels

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students.linkedin.com/uk

Driving this growth on LinkedIn

2. Through Universities

– Development of relevant tools

� e.g. University Pages, Alumni tool

– Resource Centre

� Training materials (university.linkedin.com)

– Direct engagement / coaching for influencers

� Careers Staff

� Academics

11

12

Coaching students

The 3 Pillars of LinkedIn Success

Coaching students

The 3 Pillars of LinkedIn Success

What you knowWho you knowWho you are

LinkedIn tools plus “netiquette”

Launch of University Pages on LinkedIn

– marrying DATA and BRAND

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Unparalleled graduate destination data

14

15

Unparalleled graduate destination data

16

Unparalleled graduate destination data

17

Unparalleled graduate destination data

18

Unparalleled graduate destination data

19

Unparalleled graduate destination data

University of Liverpool

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University of Liverpool

LinkedIn Journey #1

� Increasingly aware of the role of social media in

graduate recruitment.

� Student surveys highlighted the need for additional help

with networking skills.

� University Access Agreement sets demanding targets

for the recruitment and employment of WP students.

University of Liverpool

LinkedIn Journey #2� Autumn 2013: attended session at LinkedIn HQ.

� Looked for metrics to measure LinkedIn engagement. Set benchmarks, from

a survey poll x% of our engaged student body has a LinkedIn profile.

� Invited Charles to present to careers team, students and other University

staff, including academics, Alumni, Recruitment, Student Experience team

and Corporate Communications. Set up University LinkedIn User Group.

� Ran student engagement activities, including ‘pop up’ shop and careers fair

photo booths. Took professional-standard profile photos and emailed them to

students with LinkedIn resources on how to create a strong profile.

�

� Introduced 30-min LinkedIn small group practical workshops alongside CV

workshops.

� Escalating number of sessions next semester and very keen to link with

employer LinkedIn activity on campus.

Also investigating best ways to use LinkedIn vacancy information.

What does this mean for Employers?

>> Applying Insights to Marketing decisions

13% of LinkedIn members are students & recent graduatesO.13% of LinkedIn members are students & recent graduatesO.

Oand this is our fastest growing segmentOand this is our fastest growing segment

Ospread around the globeOspread around the globe

Americas

49%

EMEA

30% APAC

21%

Who are these student members in UK?Who are these student members in UK?

Who are these student members in UK?Who are these student members in UK?

By City

Why should you focus on engaging students on LinkedIn?Why should you focus on engaging students on LinkedIn?

Source: LinkedIn Job Seeker Survey May 2013 1,134 respondents

of Students in Europe will

look for opportunities on

LinkedIn

Where can you engage students on LinkedIn?Where can you engage students on LinkedIn?

Connect &

Communicate

56% Network with

others

Research People

& Companies

74% Learn about what

others are doing

Professional

Insights

70% consume content

or contribute to discussions

Seek Career

Opportunities

21% Actively research

job opportunities

52%

48%

46%

43%

41%

39%

37%

36%

36%

33%

Good work/life balance

Good relationship withO

Strong career path

Ability to make an impact

Culture that fits myO

Strong employeeO

Challenging work

A place I would beO

Having a goodO

Excellent compensationO

Students in UK are looking for jobs that will challenge themStudents in UK are looking for jobs that will challenge them

Source: LinkedIn Q3 2013 survey of 17,182 European professionals 18-30 vs. 2,006 European students 18-30

What are LinkedIn student members looking for in a job?

46%

45%

43%

41%

39%

37%

33%

30%

17%

17%

Strong career path

Good work/life balance

Ability to make an impact

Culture that fits my personality

Strong employee development

Challenging work

Excellent compensation &O

Values employee contributions

A company with a long-termO

Flexible working arrangements

UK Students UK Professionals

Students have different priorities to professionalsOStudents have different priorities to professionalsO

What are LinkedIn student members looking for in a job?

What do students do on LinkedIn?

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Isabella establishes her professional identity on LinkedInIsabella establishes her professional identity on LinkedIn

LinkedIn Confidential ©2013 All Rights Reserved35

The student jobs portal makes it simple for grads to discover jobsThe student jobs portal makes it simple for grads to discover jobs

Student Student

Jobs

Portal

What can employers do to engage

students?

37

Isabella

Engineering

BEng, 2014

Mechanical EngineerNational Grid

XYZ Co.

Nuclear Engineer

JOBS YOU MAY BE INTERESTED IN

Students are twice as likely to engage with a Job on Mobile

Amazon

XYZ Co.

Engineer

JOBS YOU MAY BE INTERESTED IN

Engineer

Pamela

Computer Science

BEng, 2013

Jobs automatically circulate – auto-matching & active searchesJobs automatically circulate – auto-matching & active searches

LinkedIn Confidential ©2013 All Rights Reserved39

Display specific content targeted at studentsDisplay specific content targeted at students

Net-a-PorterNet-a-Porter

“CheckIn made us look

slicker and matched our

image as a technology driven

business. Post-event we can

now pro-actively connect

through LinkedIn with the

most promising graduates.”

Lucy Birchenough,

Recruitment Manager Net-a-

Porter Group

Source ahead of time like Trip AdvisorSource ahead of time like Trip Advisor

Start a new FollowingStart a new Following

Raise Awareness of your graduate program with mediaRaise Awareness of your graduate program with media

Targeted

Ads

Management Consultancy

Client X

Goal: Raise Awareness of

Graduate Programme to

compete with “Big Four”

Solution: “Campus Drive”

media campaign

Results: 575 quality

candidates pipelined

Targeted

InMails

Invite students to apply to your graduate programmeInvite students to apply to your graduate programme

Targeted

InMails

FMCG Client X

Goal: Quality over quantity.

Pre-select their ideal

graduate candidates

Solution: “Campus Drive”

media campaign

Results: 650 qualified

candidates registered for

graduate program online

workshop

Start Today!Start Today!

1. Students are twice as likely to view a job on LinkedIn

than a professional. Post your Intern & Grad Jobs for

FREE

2. 74% of Students members research people &

companies. Make sure you are displaying relevant

student content.

3. Request insights from your LinkedIn rep to identify

‘sweet spots.’ Target this audience with high yield

marketing.

LinkedIn and EY

Andri Stephanou

47

students.linkedin.com/uk

Thank you.