LinkedIn INformed event - Maximize your response rate by using big data insights

MAXIMIZE YOUR INMAIL RESPONSE

RATE BY DATA (And why search equals inmails?)

Jerrold Pelupessy Customer Education Consultant

LinkedIn

AGENDA

The 4 Influencing factors which determine your response rate

Search = King and Inmail = Queen

How: The Do’s and Don’ts of Inmails

When: The right timing to send your inmails

Inmail best practises

LINKEDIN NETWORK

Netherlands: 5.7M MEMBERS. 74% PENETRATION RATE

Belgium: 2.4M MEMBERS. 51% PENETRATION RATE

Members Worldwide

>2 new Members Per Second

186M+ Monthly Unique Visitors

380M+

HOW DOES

YOUR IDEAL

INMAIL LOOKS

LIKE?

Members who’ve viewed your profile.

“Hi xxx. I noticed you checked out my profile. Thanks! Is there

anything I can help you with?” It’s simple, yet very effective. 1

2 Members who just joined the network

“Hi xxx. Welcome to LinkedIn! I see that you’re in engineering.

Very cool! More than happy to reflect your career aspirations if

you’re open for it now or in the future.

3 Members in your groups

“Hi follow group member. See that you have great comments on

the last article. Really spot on about the xxx topic. I’m a recruiter

and always happy to help people forward in pursuing their next

career step. Find your way of thinking very interesting and would

love to exchange thoughts if you’re open for it. No pressure, just

introducing myself.

WHEN TO SEND AN INMAIL

4 Branding

“Hi xxx. Came across your profile and see that you’re interested

in xxx. My company just launched it’s new career page and more

than happy to share with you. Have a look and feel free to let me

know what you think. Happy reading!

INFLUENCING FACTORS INMAILS

Brand Search Approach Content Data

Higher Response

Rate

5 INFLUENCING FACTORS

BRAND

Experience

Summary

Name

Headline Photo

Rich Media

Customized link

+ contacts

YOUR PROFESSIONAL PROFILE

©2013 LinkedIn Corporation.

All Rights Reserved.

RULES OF THUMB + OUTLETS

SEARCH

BOOLEAN MODIFIERS

AND

OR

NOT

“ ”

( )

financial AND analysis

“financial analysis” OR

accounting

NOT recruiter

“financial analyst”

“financial analyst” AND (oracle

OR SAP)

15 ©2013 LinkedIn Corporation. All Rights Reserved.

(hr OR personel OR personnel OR personeel OR hrpm OR hcm OR hrms OR cipd OR hrcm OR shrm OR human OR talent OR hrm OR

hrbp OR “employee relations” OR “hr business partner” OR hrbp OR “human resources business partner” OR “hr generalist” OR “hr

Manager” OR “hr consultant” OR “hr advisor” OR “hr manager” OR “head of hr” OR hoofd OR “human resources manager” OR

“human resources” OR “hr business partner” OR “hr consultant” OR “human resource manager”) AND (partner OR associate OR

Principal OR director OR consultant OR “managing director” OR channel OR manager) AND ("employee relations" OR "labor

relations" OR ER OR “HR” OR "human resources" OR "human resource" OR "industrial relations") AND (regulations OR regulatory

OR compliance OR policy OR regulation) AND (compliance OR regulatory OR regulations OR risk OR equality OR “personnel audit“

OR "compliance manager" OR "compliant" OR "audit" OR "validation“ OR vertrouwenspersoon OR trustperson OR “trust person”)

(channel OR sales OR customer OR partner) AND (marketeer OR marketing OR marketer) AND ("sales and marketing manager“

OR "sales manager") AND ("marketing communications" OR marketing) AND (campaigns OR campaign OR marketing) AND

(promotion OR marketing) AND (events OR event OR trade show) AND ("product manager" OR "product marketing" OR "product

management" OR "product marketing manager" OR "project manager" OR "marketing manager" OR "account manager" OR

sales OR "product mgr" OR marketing OR "product developer" OR "product owner" OR "business development" OR director OR

“brand manager") AND ("channel marketing" OR marketing OR "product lifecycle management" OR plm OR pr OR "public

relations" OR communications OR marketing OR media OR advertising OR “product launch” OR assortment OR “product

selection” OR “shelf space” OR “premium”)

(logistics OR distribution OR operations OR manufacturing OR supply chain OR warehouse OR supply OR warehousing OR

logistical OR freight OR shipping OR planning OR procurement OR transport OR retail OR logistic OR export OR import OR

transportation OR logistiek OR 3PL OR 4PL OR “third party logistics provider” OR “third party logistic” OR “3rd party logistic”

OR “third party logistics” OR “3 party logistics”) AND (manager OR boss OR “business partner” OR chargehand OR directeur OR

Head OR leader OR lead OR leadership OR leidinggevende OR mgr OR mngr OR manger OR management OR manages OR mgmt

OR managed OR managing OR manage OR managr OR mnger OR mng OR managers OR mangr OR managerial OR owner OR

responsable OR responsible OR principle OR principal OR supervisor OR superintendent OR teamlead OR teamleader OR

teamleider OR “team leider”) AND (“supply chain management” OR supply chain OR scm) AND (inventory OR warehousing OR

distribution OR planning OR warehouse OR procurement OR purchasing OR “supply chain” OR buyer OR buying OR category OR

categories OR procuring OR supplier OR acquisition OR facilities) AND (“change management” OR “business analyst” OR design

OR “change manager” OR change OR “project manager” OR “project management” OR transformation OR workflow OR “work

flow”) AND (english OR englisch OR engels)

*Belgium – 11/9/2015

Engneer 12

Engenier 39

Engineeer 65

Enginer 101

Engeneer 974

----------------------------------

1191

ENGINEER

MARKETING Marketng 9

Marketin 32

Markting 136

Maketing 173

----------------------------------

350

EVERYTHING “WORKS”

REFINEMENT FILTERS

Most Utilized Most Under Utilized

APPROACH

Active Talent - Will apply to ATS

- Listen to opportunities

- Respond quickly

- Seek information

Passive Talent - Do not have a current resume

- May listen to opportunities

- Do not respond to “apply now”

- Higher bar to respond

59% Challenging work

49% Culture which fits my

personality

51% Excellent

compensation and benefits

WHAT INTERESTS PASSIVE TALENT?

44% Good work / life

balance

42% Good relationship

with colleages

CONTENT

Inmail Flow

First Contact

Let’s make an

appointment

Why?

Referral

I am interested,

but not the right

time

Not interested

at all

Yes

NO OR

Referral

Pipeline

Candidate Replies

Candidate replies

Inmail template

Inmail template

Inmail template

Inmail template

HOW DOES

YOUR INMAIL

LOOK LIKE?

Use commonalities

Choose/Save template

Subject

SAVE YOUR INMAIL TEMPLATE

The keepers

1. (Shared connection) suggested that I reach out to you…

You’re not a stranger, but a friend of a friend.

2. Hello from a fellow avid Scuba diver

Tap into a passion that person has and show you’ve actually done some research about them.

3. We overlapped at Rutgers for two years, but….

Leverage any sort of shared experience you have with the candidate brings you a bit closer to the candidate and shows you’ve

actually done some research about them.

.

4. Cuong, do you wish you could come back to Cisco?

Obviously, this one only works if you are targeting someone who left your company. (“boomerang” employees”)

The sleepers

1. You are probably happy at LinkedIn, but…

Used a thousand times before, and isn’t going to cause anybody to stop and read it.

2. New product marketing manager role

Really?

3. Looking for a dynamic Director of Marketing with a broad marketing background for a great company!

Generic

4. Career Opportunity with XYZ Co.

Zzzzzzz……

The bleepers

1. Did you get my earlier message?

Yes, and I didn’t respond that time either. (Take a hint!)

2. I couldn’t reach you via phone so hoping that you check you InMails

Getting “stalker-ish”

3. My client is interested in filling a marketing leader role immediately

Sounds like your client has some major issues. Good thing I don’t work for him. (Don’t make your problem, mine)

4. Nice LinkedIn Profile. How are you?

Please keep this professional network, professional

-

Do’s

1. Be brief and concise

2. Personalise the message

3. Be authentic

4. Refer to common connectors i.e. Groups or Shared

Connections

5. Put in a call to action

6. Use cold hard facts for roles in Senior Finance and IT

7. Ask for referrals

Don’ts

1. Sending a full job description as a first inmail

2. Don’t make the inmail sound like a generic

message

3. Immediately ask for referrals

Goal:

1. Start a relationship

2. Trigger interest candidate

3. Get the Candidate’s response

The Do’s and Don’ts

INSIGHTS

WHAT DOES BIG DATA SHOW? – FINANCE, Belgium

1

Sent inmails

per batch

+33%

Higher acceptance

Rate than average

0-6 M

2-5 Y

Years in current company

1 – 2

words

Subject &

Message length

Mon -

Wed

Influence your hires

By sending inmails on..

6AM

9 AM-

11AM

.. And send inmails between:

<99

words

Subject Message

7-8PM

+20%

+2%

WHAT DOES BIG DATA SHOW? – IT/Technology,

Belgium

1

Sent inmails

per batch

+32%

Higher acceptance

Rate than average

1 – 2

words

Subject &

Message length

Mon -

Wed



7AM

8AM


1-99

words

Subject Message

8PM

11PM

12PM

0-6 M

6M-2 Y


+17%

+11%

WHAT DOES BIG DATA SHOW? – Marketing, Belgium

1

Sent inmails

per batch

+28%

Higher acceptance

Rate than average

1 – 2

words

Subject &

Message length

Mon -

Wed



9AM

12PM


1-99

words

Subject Message

9PM

-

10PM

6M-2 Y

2-5Y


+10%

+7%

WHAT DOES BIG DATA SHOW? – Sales, Belgium

1

Sent inmails

per batch

+25-30%

Higher acceptance

Rate than average

3 – 10

words

Subject &

Message length

Sat -

Sun



9PM

-

10PM


1-99

words

Subject Message

0-6M

6M-2Y


+17%

+2%

WHAT DOES BIG DATA SHOW? – Software

Engineering, Belgium

1

Sent inmails

per batch

29%

Higher acceptance

Rate than average

1 – 2

words

Subject &

Message length

Sat -

Sun



10PM

–

2AM


1-99

words

Subject Message

0-6M

6M-2Y


+26%

+2%

WHAT DOES BIG DATA SHOW? – Traditional

Engineering, Belgium

1

Sent inmails

per batch

29%

Higher acceptance

Rate than average

1 – 2

words

Subject &

Message length

Thu - Fri



9AM

6PM

8PM


1-99

words

Subject Message

0-6M

6M-2Y


+21%

+7%

©2013 LinkedIn Corporation.

All Rights Reserved.

Recruiting & HR

LinkedIn INformed event - Maximize your response rate by using big data insights