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Success with LinkedIn Career Pages

August 13, 2015

Speakers

Agenda

The Power of Personalization

The Benefits of a Career Page

IDEXX Career Page Story

The Power of Engagement Media

Q & A

LinkedIn Career Pages Benefits

39M+ students

LinkedIn’s fastest growing demographic

LinkedIn: The world’s largest professional network

380M+members worldwide

4M+INDONESIA

3M+PHILIPPINES

2M+MALAYSIA

1M+SINGAPORE

1M+SAUDI ARABIA

21M+BRAZIL

115M+USA

11M+CANADA

30M+INDIA

7M+AUSTRALIA

1M+NEW ZEALAND

4M+SOUTH AFRICA

1M+UAE

18M+UK

9M+FRANCE

7M+ITALY

8M+CHINA

7M+MEXICO

3M+RUSSIA

5M+NETHERLANDS

6M+SPAIN

2M+BELGIUM

4M+TURKEY

2M+SWEDEN

1M+DENMARK

1M+IRELAND

1M+NORWAY

1M+PORTUGAL

1M+VENEZUELA

1M+ECUADOR

4M+COLOMBIA

4M+ARGENTINA

2M+CHILE

1M+JAPAN

1M+THAILAND

1M+HONG KONG

1M+S. KOREA

KnowledgeThe definitive professional

publishing platform

NetworkWe connect the world’s

professionals

IdentityThe professional profile of record

Professionals come to LinkedIn to develop their careers, not just to find jobs

7

LinkedIn is not just a job seeker destination, thus it provides access to active + passive talent

Membership Demographics

364M+ Members

70% Passive30% Active

ComScore Data, Dec. `14

LinkedIn Company Pages

LinkedIn Career Pages

Why Invest in Your Talent Brand?

1. A strong Talent Brand is associated with lower cost per hire

2. A strong Talent Brand increases response rates to recruiter messages (up to 2X)

3. Companies with a strong talent brand attract 50% more applicants to their jobs

4. Companies with a strong talent brand find 3X as many of their hires through LinkedIn

talent.linkedin.com/blog

The Power of PersonalizationEngage your audience with the right message

Digital Trends 2015

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

• Personalized products automatically get 73% more clicks.• 66% of marketers reported that targeting & personalization were top benefits of their

marketing strategy in 2014.

Source: BrainSINSSource: Janrain & Harris InteractiveSource: McKinsey & Company

Personalization Trends

What does an engineer look for in a job?

Personalization

Engineering Students Brazil

Career Page Best Practices

High Resolution Image

Key takeaway of what you want your candidates to know

Engaging video of day-in-the-life or showcasing your unique culture

Provide links to other social media channels and your careers.

Highlight employee testimonials

The Power of Engagement MediaDriving Traffic to your Career Page

The more they see you, the more they know you

The more relevant your content, the more likely they are to consider applying

Put the Right Message in Front of the Right Candidate

Hires

The more personalized the experience, the higher the likelihood that applicants are a good fit for your company

Home Page

Tell the right people you’re hiring

YourRecruitment

Message Here

YourRecruitment

Message Here

Inbox

Member Profiles

YourRecruitment

Message Here

YourRecruitment

Message Here

Groups

Media Significantly Increases Career Page Visits

Traffic Driver adsTraffic Driver ads

Media Significantly Increases Followers

Traffic Driver adsTraffic Driver ads

Media Significantly Increases Job Applications

Traffic Driver adsTraffic Driver ads

Enhanced Career Page Options

+ Personalization

Increase relevance with more of your top talent pools and regions

+ Targeted Ads

Connect with candidates at every stage of the journey, not just actives.

Ensure you’re building awareness and engagement with the candidates you need.

IDEXX Career PageCrafting a Personalized Story

Small animal diagnostics

Water quality

Practice management

Reference laboratories

Livestock, poultry and dairy

Research and human health

The IDEXX talent story

Conduct LinkedIn training with employees

Help employees create meaningful and authentic

summaries

Show them how to connect and share

Employees as Brand Ambassadors

Putting our brand to work: the challenge Needs: 40 people in

Maine in 30 days; 110 people across North America in 4 months

Summer 2014: Moving to an all-direct

product distribution model

Strategy:

The results: IDEXX received a 77% boost in job applies as a result of jobs sponsorship

*Blue = Sponsored, Orange = Organic

The results: the ad campaign boosted relevant traffic

IDEXX Laboratories career page unique visitors

32

Ad campaign running

The results: the ad campaign increasedfollower growth

IDEXX Laboratories new monthly non-employee followers

Ad campaign running

The results: engagement with the IDEXX brand increased steadily over 2014

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Talent Brand EngagementTalent Brand Engagement(Talent that is interested in IDEXX as an employer(Talent that is interested in IDEXX as an employer

Ad campaign running

Talent Brand Engagement Talent Brand Engagement over timeover time

The results: the numbers Needs:

40 people in Maine in 30 days and 110 people across North America

in 4 months

Next for IDEXX Drive traffic to the career page and our website

Use our brand ambassadors to share the IDEXX story and employee stories

Use career pages in targeted markets Please connect with me:www.linkedin.com/in/heatherjury

Key Takeaways

1. Personalizing your Career Page will provide a relevant experience to your target audience.

2. Leverage existing content & data to build out your story.

3. Drive members through the candidate journey via hyper targeted campaigns.