1

Jonathan Gaskell Senior Account Director

7 years Contingency/ Search Experience

Helping my clients to build, engage and recruit

LinkedIn: /JonathanGaskell1 Twitter: @jgaskell78

How to attract the right followers for your business

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

What we will cover today

3

Agenda

1. Why followers are important to your business 2. Why people follow 3. What users want to see before they follow you 4. How to generate followers 5. Key takeaways 6. Questions

4

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

4

Build, Engage, Recruit

Build Engage Recruit

+ =

5

The best Recruiters act like Marketers

6

% 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

11

12

13

14

15

A couple of techniques you can use

16

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

18

Understanding what users want from you

88%

Would follow a company

Follow companies for jobs

Projects and initiatives

News and insights

68%

61%

79%

19

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

20

Persona development

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

21

Tailor your message

One unified message across all touch points with your business

22

Not just on LinkedIn

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

How to generate followers

24

In space no one can hear you scream

25

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

Start or join in with the conversation

31

Be interesting

It’s good to share

32

Status updates

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

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

33

34

Sponsored Updates gets 3x more traffic

35

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

Bill Gates

36

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

38

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

Questions

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