La rivoluzione digitale del recruiting

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

An Introduction to LinkedIn MediaAlex Charraudeau – Media Solutions ConsultantLinkedIn Milan, 4th June 2014

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

Alex Charraudeau

Ex-recruiter 7 years as a recruitment marketing guy Web design, development, brand strategy, search marketing, email

marketing, social media strategy At LinkedIn I help recruiters get the most out of LinkedIn

LinkedIn@alexCharraudeauGoogle+

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

Agenda

1. Marketing in the Modern Age

2. What is new about Recruiting in 2014?

3. How recruiters can Build, Engage, Recruit

4. What success looks like on LinkedIn

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 4

Marketing in the Modern Age

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 6

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7

Women

Women with a disposable income

Women between 24-45 with a disposable income

Women between 24-45 with a disposable income interested in healthy living

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 8

Experian aiuta i suoi clienti a prendere decisioni consapevoli.

Anche in Italia Experian offre una combinazione unica di dati e sistemi di analisi che trasforma i dati in informazioni vantaggiose.

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 9

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 10

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 11

What have we learnt?

Kellogg's understands advertising Targeting is crucial Data helps target the right people Technology allows us to capture more data But what next?

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12

5.387 billion cans sold in 2013. 43m fans on Facebook 3.8m Google+ 125,000 followers on Twitter … and they don’t talk about the product

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 14

What is new about Recruiting in 2014?

Times are changing

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 17

The best recruiters act like marketers…

18

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

The means by which messages get from one individual to another.

An idea, practice, or object that is perceived as new by an individual or

other unit of adoption.

Rate of adoption is the relative speed with which an innovation is

adopted by members of a social system.

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

How recruiters can Build, Engage, Recruit

Build Recruit1 3

Build your brand,your platform

and talent pools

Pick up leads, make placement

and hire staff

Build Engage Recruit1 2 3

Build your brand,your platform

and talent pools

Demonstrate why they should do

business with you

Pick up leads, make placement

and hire staff

EffectiveEfficient

Build1 Why do you exist? How are you different? What is your unique selling proposition? How do you communicate what your consultants

do? What are your values?

A brand is simply an organization, or product or service with personality

Build1 Build the foundations. Position your brand across employees and your

company. Rich media gets 100% more engagement.

Build1

Build landing pages.

Build conversion points.

Make it uniform and unified.

What percentage increase in conversions does

targeted content give you?

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

400% conversion rate boost when companies deliver relevant content and high-quality experience

Quality & relevance: The twin keys to digital growth

– http://mckinseyonmarketingandsales.com/quality-and-relevance-the-twin-keys-to-digital-growth

David Edelman – McKinsey&Company

Engage2

99% of advertising doesn’t sell much of anything

What is your message? Who needs to see your message? How will they see it? What is your objective? What are your consultants going to do?

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at HSBCEngage2

Engage2

Over 2 billion updates are seen weekly across LinkedIn.

88% of members would follow a company.

Followers are 2.5x more likely to recommend your business.

78% of company followers are more likely to respond to an InMail.

Your followers, fans, members, connections will see your content.

They may spread this further through social amplification if the content is relevant and engaging.

To reach a wider audience, or to push your message out at scale quickly consider advertising.

Organic

Earned

Paid

Engage2

Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.

Content generates 6x more engagement than jobs.

Engage2

Engage2

Own the home page experience:

– InMails, Ads, Sponsored Updates, Jobs

Increase clicks on ads/content by 25%

Increase opens of InMails by 100%

3 Recruit

Are you demonstrably helping the organisation achieve its strategic

objectives?

How are you picking up leads? How are you attracting candidates? How are you making placements?

3 RecruitAwareness

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

3 Recruit

What percentage of senior professionals access

LinkedIn on their mobile in Italy?

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

Desktop Mobile

98%

41%

68%Saw a

Company Status

Update,

Italian Executives using LinkedIn

3 Recruit

1 2 3

0.16

0.3

0.16

0.5

Engaged with Your Brand

No Engagementwith Your Brand

Engaged with Your Brand

No Engagementwith Your Brand

3 Recruit InMail Success Rates by Brand Engagement

Dynamic Career PageJun 2013 to Jul 2013

Static Career PageMay 2013 to Jun 2013

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

Review – 5 tips for a social recruiting

1. Build your brand

2. Build your foundations

3. Engage with your audience

4. Convert clients, candidates and internal hires - Recruit

5. Analyse, review, improve

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 47

Thank you! Please join us next time…

Social RecruitIn Premier recruitment event in

EMEA. London 3rd September

Always be connecting:LinkedIn@alexCharraudeauGoogle+