Part 1 of 3 in the Build, Engage, Recruit series

How to attract the right followers for your business

#Staffing #HireOnLinkedIn © 2015 LinkedIn Corporation. All Rights Reserved.

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Andrew Linton Media Solutions Consultant

8+ years in recruitment marketing

Focus on marketing strategy and branding

Helping recruiters get the most out of LinkedIn

LinkedIn: /AndrewLinton Twitter: @Andrew_Linton

What we will cover

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Agenda

1. An introductions to Build, Engage, Recruit 2. Why followers are important to your business 3. Why people follow 4. What users want to see before they follow you 5. How to generate followers 6. Key takeaways

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An effective and efficient strategy to get the most from Social Media

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Build, Engage, Recruit

Build Engage Recruit

+ =

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The best Recruiters act like Marketers

Alex Charraudeau

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% of the decision to ‘buy’ is now made

before any contact with your business

Why followers are important to your business

% Followers are 95% more likely to

respond to an InMail

% 79% of members are interested in job

opportunities from companies they are following

% Members are 61% more likely to share information as a result of

following your company

Why people follow

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A couple of techniques you can use

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Why do people follow

Social proofing/ crowd mentality – how can you reach a tipping point? Fear of missing out (FOMO) – why do people need to listen to you? Bandwagon effect – what can I do to join the conversation before it is too late? Authority – who has enough authority in your organisation?

What users want to see before they follow you

Build your strategy around it

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Understanding what users want from you

88%

Would follow a company

Follow companies for jobs

Projects and initiatives

News and insights

68%

61%

79%

What do Java Developers look for in a job? What skills and keywords should you look for?

http://www.slideshare.net/linkedin-talent-solutions/tagged/Talent%20Pools%20Analysis

Think about your users and what you would want in their shoes

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Persona development

Give the right content to the right user at the right time

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Tailor your message

One unified message across all touch points with your business

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Not just on LinkedIn

Across Social channels Your website Offices Whilst on the phone In emails Etc….

How to generate followers

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In space no one can hear you scream

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What are you doing today to be heard?

It’s a massive thumbs up Generate followers through word of mouth

With targeted advertising Advertise

Defensive and offensive branding tactics Leverage your employees

Allow users to follow directly Job postings

Simple changes can have a massive impact Use other channels

Simple and effective Add to your website

Start or join in with the conversation

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Be interesting

It’s good to share

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Status updates

Companies that post at least 1 status update per week on LinkedIn get….

….40% more job views ….and 25% more applications

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Sponsored Updates gets 3x more traffic

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If I only had two dollars left I would spend one dollar on PR

Bill Gates

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16%

50%

*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees

InMail success rates by brand engagement Telling the right story to your audience

No engagement with your brand

Engaged with your brand*

Key takeaways

Your next steps to building the audience you want

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Things you can do today

1. Work out why people should follow you

2. Communicate the benefits of following you using the best channel for the job

3. Sync all channels and communications

4. Leverage Social Proof, FOMO and Authority

5. Advertise to your audience and make a BIG noise

©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.