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How recruitment agencies can think like marketers and Build, Engage and Recruit using social media and more specifically LinkedIn
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Recruitment Technology Showcase EventHow recruitment agencies can Build, Engage and Recruit@alexCharraudeau – Media Solutions Consultant
LinkedIn London, 5th June 2014
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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
@alexCharraudeau
Google+
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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
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Marketing in the Modern Age
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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
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What have we learnt?
Kellogg's understands advertising Targeting is crucial Data and technology help target the right people What next?
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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
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What is new about Recruiting in 2014?
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The best recruiters act like marketers…
17
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How recruiters can Build, Engage, Recruit
Build Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff
Build Engage Recruit
1 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?
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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
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 Recruit
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
3 Recruit
What percentage of senior professionals access
LinkedIn on their mobile in the UK?
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Desktop Mobile
98%
43%74%
Saw a Company
Status Update,
UK Executives using LinkedIn
0.16
0.3
0.16
0.5
Engaged with
Your Brand No Engagement
with Your Brand
Engaged with
Your Brand No Engagement
with Your Brand
3 Recruit InMail Success Rates by Brand Engagement
Dynamic Career Page
Jun 2013 to Jul 2013
Static Career Page
May 2013 to Jun 2013
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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
