Date post: | 02-Aug-2015 |
Category: |
Recruiting & HR |
Upload: | michelle-cowden |
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Stephanie Wilbrandt & Jill Bockenstette Media Solutions Consultants
Social Recruiting at Scale: The Art & Science of Recruiting
Like a Marketer
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Why is social recruiting/selling important?
60% of buyers’ decisions are made prior to any direct contact with a salesperson.
69% of recruiters expect competition to increase in 2015.
To succeed, 73% of recruiters plan to invest more in social recruiting.
56% of B2B buyers have used LinkedIn to support their purchase process during the past year. Source: IDC Research
Jobvite, “2014 Social Recruiting Survey,” August 2014.
Sources: Kathleen Schaub, IDC, “Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience,” April 2014.
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Before we dive in, take note of these 3 tips:
1. It’s a commitment 2. Know your audience 3. Don’t forget about mobile
Professionals come to LinkedIn to develop their careers, not just to find jobs
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Why are professionals on LinkedIn?
Identity Connect, find, and
be found
Insights Be great at what
you do
Everywhere Work wherever our
members work
Take the reins on others’ first impression of you
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Identity: What does your online brand look like?
Your professional brand:
ü Add a picture
ü Don’t copy / paste your resume
ü Include a personal headline
ü Write a summary (elevator pitch)
ü Point out your skills
ü Ask for recommendations
ü Own your public profile’s URL
Be a human first, recruiter second. Why do you do what you do? What is your passion? What makes you good at your job? How are you helping people?
Check the following off your to-do list
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What does your firm’s online brand look like?
Build out your Company Page: q Add a logo and banner image
q Write a company description
q Point out company specialties
q Differentiate from your competition
q Designate a page admin for company
status updates
3 steps to follower growth
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Extend your reach
1. Add a ‘follow’ button to your company website • Make it easy for people who visit your website to follow you on LinkedIn. Add a
FREE follow button. *Check out Developer.linkedin.com/plugins. 2. Go social
• Cross promote your LinkedIn Company Page in LinkedIn Groups and other social platforms like Twitter and Facebook.
3. Have employees spread the word
• Ask your team to include a link to your Company Page on their profiles and in candidate/client communications. They can even embed the follow button in their email signatures.
Your followers are a viable pool of candidates and clients
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Why do Company Page followers matter?
ü 100% more likely to respond to an InMail from a company that they follow
ü Nearly 50% more likely to purchase from a company that they follow
ü 79% are interested in job opportunities from a company that they follow
Source: LinkedIn research, December 2014
Step 1: Use a targeting framework to define your content audience(s)
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Now that you have followers, engage them
Persona Professional Personal Behavioral
Candidate
Title Seniority Experience Skill Education
Age Gender Location
Active on mobile Time spent online
Client
Consultant
Step 2: Develop a content calendar
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Set yourself up for success
Monday Tuesday Wednesday Thursday Friday
Status Update
We couldn’t be more excited to announce this...
HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move!
Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain.
Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre-register.
Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact.
Content Type
Press release Job post link Blog post Event registration Image
Target Audience
Marketers UX designers Engineers Students Everybody
Publish Where
LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter
LinkedIn, Facebook, Instagram, Pinterest
Content Themes:
Thought Leadership Talent Brand Company/product
news Event promotion Just for fun
Step 3: Target who you want to reach using status updates
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Right audience, right time, right content
Best practices for status updates and sharing content
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Not sure what to post?
1. Provide value to the professional Will your content help members be more productive and successful?
2. Think mobile first Is there an image? Is the landing page or destination experience optimized for mobile?
3. Create a dialogue Include a clear call to action if you want your followers to act.
4. Plan for the unplanned Plan ahead and schedule content, but leave room for timely events and news.
5. Communicate frequently Aim for 10-20 status updates per month.
Insert: Your audience’s news feed How to stand out from your competition
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Generate awareness about your company
Build a community of candidates
Promote news or upcoming events
Establish yourself as thought leader
Strengthen reputation as an employer of choice
Build relationships by doing the following:
Member News Feed
5 golden rules of InMail
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Perfect your InMail approach
1. Include an attention grabber and be brief.
2. Focus on the opportunity, not the job.
3. Time your outreach.
4. Include a call to action.
5. Test and learn. Use your InMail Analytics
report* to understand the effectiveness of
your outreach.
*Feature available in LinkedIn Recruiter and Recruiter Professional Services.
Want to accelerate your career trajectory?
Use data to course correct
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Optimize your strategy
Company A Company B Company C Company A
Company B Company C
Next steps 5 takeaways to implement today
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1. Own your own profile. Lead by example. 2. Update your Company Page. Post 1x/week. 3. Get the members of your team active on LinkedIn. 4. Always remember your audience.
5. Register for our Social Recruiting online series: Build, Engage, Recruit beginning March 4th: : http://linkd.in/1EZKQ0a
©2014 LinkedIn Corporation. All Rights Reserved.
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