Date post: | 28-Jul-2015 |
Category: |
Recruiting & HR |
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Being Successful in a Digital World
Inez Chan
Solutions Consultant
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Inez Chan
Solutions Consultant
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
3
Agenda
1) Evolution of Marketing for recruitment agencies
2) Branding for influence with Social media
3) How
UED BRAND & MARKETING
Times are Changing
4
Power of social media
5
1/4 global population is on
social network
22.5% internet time spent on
social networking
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David & Goliath
Goodbye control…hello influence
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Social media
is here to stay, embracing its power is the key
57%
of the decision to ‘buy’ is now made before any
commercial contact with your business
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Every Audience You Care About…
Every Audience You Care About…
10
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Awareness
Consideration
Preference
Conversion
Advocacy
The Marketing Funnel
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We recommend
3 simple steps
Your followers &
Your brand
Nurture your target
audiences
Do what you do
best
Build Engage Recruit
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Awareness
Consideration
Preference
Conversion
Advocacy
Putting it into Perspective
Build
Engage
Recruit
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Your LinkedIn Journey
RECRUIT ENGAGE BUILD
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Creating ‘Followers’ will
Fuel Your Success
? ? ?
? ? ?
? ? ?
What good is a post on Facebook if you
have no friends?
Followers are 2.5 times more likely to recommend your business 2.5 x
78%
Followers are 78% more likely to respond to an InMail
of members are interested in job opportunities from companies they are following 79%
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Ways to build followers
Your Consultants Network Acquisitions Events
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Your LinkedIn Journey
RECRUIT ENGAGE BUILD
18
“Do not address your readers as though
you are addressing a stadium. When people read your copy, they are
alone. Pretend you are writing to each one of them a letter.”
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Influence quality through
branding for influence
Branding for Appeal
Promoting the agency
Messages That Sell
“See our career Opportunities.”
“Be challenged every day.”
“Our culture is very collaborative.”
Channel-Driven Outreach
Core Brand Focus
Customised Brands
Core Brand
Branding for Influence Giving audience
guidance to make better decisions about whether to
apply
2 Messages That Consult
“Check out this company that I
know hires for...”
“Your work helps achieve our
mission by...”
“Given your interests, I think the right job for you will be….”
1 Customised Brand Focus
Customised Brands
Core Brand
3 Messenger- Driven
Outreach
Three steps to branding for influence
Source: Corporate Executive Board 2014
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Develop
audience personas
Sandra
Profile Who is your ideal candidate?
Create a profile of that
person.
What is their background?
What defines them?
Where are they online?
Give them a name and a
picture – make them real!
Message Position your business as an
expert, authority and place to
go for any information or
guidance in their space.
Be relevant, be authentic and
be personable.
Channel Create videos, interview your
people or industry experts,
share information from
events, write blog posts and
e-books on the state of jobs
in your industry. Put this
content in the right places.
Interests Figure out what will capture
their attention.
What is that person interested
in, what does that person care
about, what else are they
doing online?
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Your LinkedIn Journey
RECRUIT ENGAGE BUILD
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Awareness
Consideration
Preference
Conversion
Advocacy
The Marketing Funnel so
urc
ed
by y
ou
r pro
sp
ect, fa
cilita
ted
by
mo
stly
on
line
activ
ities
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InMail Response Rates by Recipient Engagement
*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
10%
Engaged with
Your Brand
75%
23
Increased engagement with your brand improves
the effectiveness of your InMails
No Engagement
with Your Brand
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http://talent.linkedin.com/blog/index.php/2014/04/sourcing-plus-branding-a-
powerful-one-two-punch-for-staffing-agencies
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