LinkedIn Military Recruitment Playbook

U.S. Military Veterans on LinkedIn

Agenda

Growth Opportunity

Veterans on LinkedIn and U.S. Companies Hiring Veterans

Veterans on LinkedIn 2

Military 101

Background and Buzzwords

Recruiting

Using LinkedIn to Reach, Engage, and Hire Veterans

Data and Insights

Use LinkedIn to Fine-Tune Veteran Hiring


This playbook is designed to help you to…

Understand the opportunity to recruit Veterans

Understand military background and buzzwords

Gain new insight on Veteran recruiting

Where U.S. Veterans fit into LinkedIn’s strategy


U.S. Veterans are a growing segment on LinkedIn


The economic graphCreating economic opportunity for every member of the global workforce

2 Million+U.S. service members and Veterans on LinkedIn

300K+New U.S. service members and Veterans each year

200K+Service members transition out of the military each year


Demand for Veteran Talent is Increasing…

Military leadership experience is a competitive advantage• Military leaders are over-represented among CEOs (Korn/Ferry study)• Companies like Amazon are hiring veterans for ops and logistics roles

Companies with veteran hiring targets • White House Joining Forces initiative – In April 2015, new companies in energy,

transportation and tech hiring commitments of 90K• 100K Jobs Mission – 190 companies with Veteran hiring goal

Federal market • New OFCCP regulations set federal contractor benchmark to hire veteran

employees (8% of company workforce is the default goal)

Veteran unemployment • Since 2011, Veteran unemployment has been a top priority for policymakers.

Today, unemployment rate for post-9/11 Veterans has fallen by almost 5 points.


White House Joining ForcesCompany commitments to hiring veterans, including:

• Accenture• AT&T• BAE Systems• Bank of America• Boeing• Cisco• Citi• Comcast• Deloitte• DuPont• General Electric• Google• Home Depot• JP Morgan Chase

• Johnson & Johnson• LinkedIn• Lockheed Martin• McDonald’s• Microsoft• Northrop Grumman• Oracle• Pricewaterhouse Coopers• Safeway• Siemens• Target• Walmart• Xerox


Demand for Veteran Talent: 100,000 Jobs MissionCompany commitments to hiring veterans, including:

• Amazon• Aetna• Bloomberg• Booz Allen Hamilton• CSC• Coca Cola• Dow• Delta• Eli Lilly• Ernst & Young• Genentech• GM• HP• Intel• IBM

• JP Morgan• JC Penney• Kaiser• Leidos• Macy’s• Monsanto• Novartis• Office Depot• Philips• Pfizer• Salesforce• Shell• United• Verizon


LinkedIn’s Veteran Hiring Initiatives

Partnerships

100,000 Jobs MissionWhite House Joining ForcesDept of Veterans Affairs eBenefits Veteran Employment Center

Internal Practices

Veteran employee networkVeteran recruiting

Veteran Resources

LinkedIn Veterans site Veteran Mentor Network Job Seeker Materials Job Seeker Premium

Basics on military culture and skills



Military culture and values

Ethics

Leadership

Service

Community

Responsibility

Excellence

Teamwork

Each branch of service has its own role

US Army Largest of the services, responsible for ground operations: “Soldiers”

US Air ForceResponsible for air, space and cyber operations: “Airmen”

US NavyNaval security, transport: “Sailors”

US Marine CorpsResponsible for rapid deployment: “Marines”

US Coast GuardProtects the coastline, managed under Homeland Security “Coastguardsmen” or “Coasties”


http://en.wikipedia.org/wiki/File:United_States_Department_of_the_Army_Seal.svg

http://en.wikipedia.org/wiki/File:Seal_of_the_US_Air_Force.svg

There are different ways to serve

Active Duty members serve in the military full time

Reserve members serve in the military part time

National Guard members serve a similar mission as Active and Reserve, but under State control, unless federally mobilized

Veterans are those who served in the active components of the military and were discharged or released under conditions other than dishonorable


As well as distinct ranks and grades

Officers Enlisted

Warrant Officers

Officers Managers and leaders of the force, commissioned through Service Academies, Reserve Officer Training Corps (ROTC) or Officer Candidate School (OCS)

EnlistedEnlisted ranks are specialists and supervisors: Senior Non-commissioned officers are leaders within the enlisted ranks. Senior NCOs are (E-7 and above) and junior NCOs (E-4 to E-7) are technical experts and front-line supervisors. Junior enlisted (E-1 to E-4) are new recruits and often in a training status.

Warrant OfficersProfessionals and Technical experts in the Army or Navy such as some US Army helicopter pilots


Recruiters may encounter unfamiliar terms

JMO / NCOJunior Military Officer

Non-commissioned Officer

ETS / DOSExpiration Term of Service or

Date of Separation

DD214 Transcript of military

experience

MOSMilitary Occupational Specialty



Commanding Officer

Command Master Chief

And unfamiliar job titles…

Platoon Leader

Veterans are highly skilled

7,000 positions in over 100

areas

81% of military jobs have a

direct translation


Veterans have experience in many roles and job functions…

OperationsMilitary & Protective

ServicesSupport

Information TechnologyEngineering

Sales

Healthcare ServicesProgram & Project

ManagementEntrepreneurship

Education

368K

203K

135K

90K

73K

72K

67K

60K

55K

52K

0-2 Years24K 3-5 Years

106K 6-9

Years241K

10-14 Years295K

15+ Years874K

Years of Experience

Common Job Functions


With a variety of backgrounds and fields of study…

BusinessInformation Science & Technology

GeneralComputer Science

Business Management & AdministrationSociology

PsychologyEducation

Electrical EngineeringPolitical Science

HistoryLaw

AccountingMechanical Engineering

Science

83K69K

67K63K

61K59K

36K35K34K34K

31K28K28K27K

26K

With leadership, program management and team building skills

Military

Leadership

Security Clearance

DoD

Military Experience

Military Operations

Microsoft Office

Program Management

Training

Management

Customer Service

Operational Planning

Command

Team Building

National Security

440K

412K

403K

312K

310K

306K

278K

273K

271K

267K

256K

220K

219K

207K

198K

Candidates at the entry level listed

customer service and troubleshooting

as top skills

While candidates at the manager and director level are skilled at program management and

strategic / operational planning



This talent pool reflects broad work experience beyond military and defense industries…

Military

Defense & Space

Information Technology & Services

Government Administration

Higher Education

Hospital & Health Care

Financial Services

Retail

Aviation & Aerospace

Oil & Energy

684K

260K

92K

62K

53K

51K

33K

30K

29K

28K


Top public sector employees of this talent pool include the military services and federal government…

U.S. Army

U.S. Navy

Army National Guard

U.S. Army Reserve

U.S. Navy Reserve

278K

186K

144K

78K

29K

20K

11K

10K

9K

9K

…and private sector companies in the defense, aerospace, telecommunications, and IT industries

Veterans on LinkedIn


Myths / Facts Learn to debunk the common myths about hiring military Veterans

Myth: Anyone can serve in the militaryFact: Standards are very high and only 25% of the population (between 18 to 24) are eligible to enlist

Myth: Veterans are unstable because of health issuesFact: Veterans are diverse and resilient. Most do not have health issues as a result of their service, and if so, they have access to treatment and rehabilitative care

Myth: All Veterans served in combatFact: Those classified as “Veteran” did serve on active duty. Military members view force as a last resort, and policy decisions on combat are made by civilian leadership, not military members

Myth: Reserve and Guard duty interferes with work responsibilitiesFact: Deployment dates are often known months, if not years, in advance. Reserve and Guard members bring tremendous skills and experience to their work


Top Reasons Companies HireVeterans

Dynamic decision-making and performance under pressure

Problem-solving, entrepreneurial and collaborative skills

Advanced skills and technical training

Sense of honor and integrity

Leadership

Vast expertise in distinct and often adverse environments

Team-building and organizational commitment

How Veterans engage with LinkedIn today


Veterans are migrating to LinkedIn via these core channels

Veterans at LinkedIn Microsite

1.2 million visits during

Veterans Week 2014• Job Seeker Materials• Tips and resources• Job Postings• Success Stories


Department of Veterans Affairs

Over 160K US Service members transition every year

eBenefits Veterans Employment Center connects Veterans to LinkedIn

Veterans Mentor Network

Nearly 75,000 Members• Career Planning Tools• Mentorship and Guidance• Resources for Using LinkedIn • Direct Marketing via several social media channels


Military Candidates are engaged on LinkedInLinkedIn is helping Veterans make informed decisions about their careers

59% Follow a Company

55% Member of a Group

57% are active on LinkedIn

64% use LinkedIn Mobile


Veterans use LinkedIn to plan their career journeysLinkedIn is helping Veterans make informed decisions about their careers

57% Read an InMail

37% Viewed a Company Page

37% Viewed a Job

Military candidates are consuming content via LinkedIn Pulse and Company Updates

• Since 2014, 60% of Military Candidates have seen a Company Update on LinkedIn and 23% have engaged with an update.

Timeframe: January 2014 – March 2015Veterans on LinkedIn 31

LinkedIn’s U.S. Veteran recruiting strategy for employers



Reach

Engage

Hire


Establish a world class Veteran hiring initiative

Train your top-notch recruitment team

Establish a Veterans employee network

Use LinkedIn Recruiter to Build a Talent Pipeline

Use LinkedIn to Map the Veteran Talent Market

Use LinkedIn to Target Your Search

Use LinkedIn to Attract Veterans with Media

Use LinkedIn’s Data to Fine-Tune your Strategy

Reach the right veteran with information found in our rich profile data

Sam SmithMajor, United States Marine Corps

Quantico, Virginia Military

Current United States Marine CorpsPrevious United States Marine CorpsEducation University of Virginia

575 connections

Background

EducationUniversity of VirginiaElectrical Engineering, B.S.1998 - 2001

Groups

Military Background


Groups

Service member orVeteran

Employer, Education

Geography

SummaryI’m a motivated team-player motivated towards service and excellence. I’ve deployed four times to Iraq and Afghanistan, serving with NATO allies and leading a dedicated team through tough situations.

Skills, Honors, Awards

School and Degree

www.linkedin.com/samsmith

Connect

Rank, Branch of Service

Use LinkedIn’s new search functionality to find the right Veterans with skills you need


“Army+logistics”

“Military+engineer+management”

“Air+Force+aviation+operations”

“Naval postgraduate+space”

“Army+engineer+management”

Find the right Veterans with LinkedIn Recruiter• Use LinkedIn Recruiter filters to identify “hidden

gem” Veteran markets to recruit from

• Target your search for Veterans with the skills you want

• Build a pipeline for Veteran talent

• Reach out and build relationships with InMail


Bring your story to life with a LinkedIn Career Page• Setting up a Veteran specific view will

dynamically serve content that is most relevant to them

• Videos and testimonials allow you to focus on messaging that resonates most with Veterans


Cultivate a Veteran community and keep the conversation going in a groupVeterans have an affinity for previous service – and join industry and skill-specific groups


Employment branding media keeps you top of mind year-round with Veterans

Targeted InMails

Status Updates Targeted Ads


Best Practices: Verizon


At Verizon, U.S. Veteran engagement is a business priority. Veterans adapt their military values and skills into organizational success.

Verizon uses LinkedIn to recruit Veterans :

• LinkedIn Recruiter and InMails to connect with job seekers and passive professionals• Created their own Group “Recruiters 4 Veterans” • Boolean searches, such as combining Military Occupational Specialty Codes and military service branches to narrow results• Sharing featured video on Veterans.LinkedIn.com site

Best Practices: Starbucks


Starbucks recruits Veterans for their skills and expertise, leadership ability, and dedication to teamwork

Starbucks uses LinkedIn to recruit Veterans with:

• Starbucks Career Page on LinkedIn• Advanced Search capability• Veterans.LinkedIn.com site


Fine-tune your U.S. Veteran recruiting strategy with data

The complete supply and demand map shows all regions with military talent

Washington, DC 119K

Norfolk, VA 58K

San Diego, CA 53K

Seattle, WA 48K

New York, NY 46K

Los Angeles, CA 44K

Dallas, TX 37K

San Antonio, TX 35K

Atlanta, GA 35K

San Francisco, CA 28K

Top Regions

In the coming years, significant personnel reductions may be seen at the following US Army bases:Fort Benning, GA

Fort Bliss, TXFort Bragg, NC

Fort Campbell, KYFort Carson, COFort Drum, NY

Fort Hood, TXFort Stewart, GA

J.B. Lewis-McChord, WAVeterans on LinkedIn 44

Value Propositions Ranked by Importance

What Veterans care about when considering a career

Question asked: Please select the 5 most important factors when considering a job opportunity.Source: LinkedIn Q3 2014 survey; Sample Size: 3,771

Compensation

Balance

Security

Impact

Challenging

Pride

Culture

Career Path

Contributions

Superiors

Colleagues

Development

Vision

Flexible

Transfer

63%

56%

43%

40%

39%

37%

36%

31%

31%

27%

24%

23%

23%

22%

7%

61%

52%

31%

29%

43%

32%

30%

37%

30%

26%

30%

33%

32%

26%

7%

Non-Veterans Veterans

2%

4%

12%

11%

-4%

5%

6%

-6%

1%

1%

-6%

-10%

-9%

-4%

0%

Compared to Non-Military

Military Candidates are more concerned

with making an impact than the average LinkedIn

member.


The number of Military Candidates impacted by LinkedIn prior to starting a new position is

increasing

Indexed Share of Military Candidate Hires Impacted by LinkedIn

(100 index = % of military candidate hires impacted in January 2013)

100

124 125134

118 124134

110

132 137147

160140

170

199213

200217 222

198

232246

255 257267

294

242

The percentage of military candidate hires

impacted by LinkedIn products has nearly tripled in the

past two years


Veterans on LinkedIn 47©2015 LinkedIn Corporation. All Rights Reserved.


The following slides are guidelines showing similar roles and responsibility between the

corporate world and the military

Business roles and similar Officer rank


Corporate Officer Rank Typical Role Typical Years Experience

CEO General (Navy Admiral), O-7 thru O-10

Responsible for thousands of people, $$ billions in equipment, strategic decisions

22+ years

Vice President Colonel, (Navy Captain), O-6

Commands thousands of people with significant impact on strategy and mission

20+ years

Senior Manager Lt Col (Navy Commander), O-5

Commands hundreds of troops and holds senior policy job

16-22 years (avg age: 40s)

Middle Manager Majors and Captains, O-3 and O-4

May command hundreds in combat, or run staff operations

4-16 years(avg age: 30s)

Junior employees

1st Lieutenant (Navy, LT Junior Grade) O-2

Knowledge of operations, may command platoons


Entry level 2nd Lieutenant (Navy Ensign), O-1

First years of service, may lead teams of enlisted members



Business roles and similar Enlisted rank


Corporate Enlisted Rank Typical Role Typical Years Experience

Senior Manager E-7 through E-9 (Senior NCO)

Commands hundreds of troops with significant impact on policy and mission. Plans, directs, coordinates work activities.

16-30 years (avg age: 40s)

Middle Manager E-6 (Junior NCO) Significant operational experience, lead enlisted troops


Junior / Middle Management

E-4/ E-5 (Junior NCO)

First line supervisor for junior enlisted members

4-10 years (avg age 20s to early 30s)

Junior Employees

E-2 to E-4 Knowledgeable on how things operate but still gaining work experience.

2-4 years(late teens to early 20s)

Common Military Job Titles


Commanding Officer: Significant responsibilities as the Officer-in-charge of a unit, with ultimate decision-making authority and responsibility.

Command Master Chief: A senior Non-commissioned officer in charge of a specific function, supporting those in a command position.

Platoon Leader: A young (in rank) commanding officer, responsibility for managing a large group of subordinates (up to 50 people) towards a common mission and with millions of dollars of equipment.

Staff Officer: Director of managing a functional area for a supervisor

Executive Officer: Senior role, supporting the commander in the Navy or Marine Corps. Second in command at the squadron or battalion level, or of a ship. In the Army, this is a staff level position, and in the Air Force, this is a junior staff administrative assistant position.

Executive Assistant / Aide-de-Camp: Staff, administrative duties and confidential assistant who often travels with and supports the commander.

Glossary


Branches of Service:

-Army: Largest of the services, responsible for ground operations “soldiers”-Navy: Responsible for naval security and transportation. “sailors”-Marine Corps: Responsible for rapid deployment. “Marines”-Air Force: Responsible for air, space, and cyber operations. “airmen”-Coast Guard: Protects the coastline, managed under Homeland Security “coastguardsmen” or “coasties”

Service Status:

-Active: Service members who serve in the military full time-Reserve members: Service members who serve in a part-time capacity (“one weekend per month, two weeks per year”)-National Guard: Service members who also serve part-time capacity, but under State control, unless federally mobilized

Both Reserve and Guard have been deployed repeatedly over the course of the last 14 years in support of operations in Iraq and Afghanistan

Glossary


Rank/Grade:-Officer (O-1 and above): Managers and leaders of the force, commissioned through Service Academies, Reserve Officer Training Corps (ROTC) or Officer Candidate School (OCS).-Warrant Officer (W-1 and above): Technical experts in the Army or Navy such as some US Army helicopter pilots. A small percentage of the overall Armed Forces.-Enlisted (E-1 and above): Enlisted ranks are specialists and supervisors: Non-commissioned officers (NCOs) are leaders within the enlisted ranks (E-7 and above are Senior NCOs) and Junior NCOS (E-4 to E-7) are are technical experts and front-line supervisors. Junior enlisted (E-1 to E-4) are new recruits and often in a training status.

Typical terms for transitioning service members:-DDForm 214 – Transcript of service member experiences, training, honors and awards and dates of service.-MOS/AFSC/NEC – Military Occupational Specialties are job codes describing a military members role in the service-JMO/NCO – Junior Military Officer (O-1 to O-3) / Non-Commissioned Officer (typically E-4 and above)-ETS/DOS – Expiration Terms of Service / Date of Separation

Date post:	19-Feb-2017
Category:	Government & Nonprofit
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LinkedIn Military Recruitment Playbook

Government & Nonprofit