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5 Secrets. Shhh!
5 Secrets for a Competitive Recruiting Advantage on LinkedIn:
A 30-minute Primer for Talent Acquisition Leaders
Secondary: Reverse Logo on Color Background
When a dark background is necessary, use the Ajax logotype in
white and grey against a color background from the Ajax palette.
Agenda
In the next 7 minutes:
The Big Question
3 Things We Know the Solution Will Include
The Solution
Next Step
WORKFORCEMARKETING.COM
How do you get a
whole company
aligned?
(And why should you care?)

WORKFORCEMARKETING.COM
How you see your company

WORKFORCEMARKETING.COM
What the world sees

WORKFORCEMARKETING.COM
When employees aren’t
aligned, recruiting…
costs more
takes more work
moves slower
is less effective.
WORKFORCEMARKETING.COM
Secret #1
WORKFORCEMARKETING.COM
Professional behavior,
profersonal™ networks.

inmaps.linkedinlabs.com
WORKFORCEMARKETING.COM
People are

PROFERSONAL™
WORKFORCEMARKETING.COM
Use LinkedIn to
leverage your
entire network
to do your job better.
WORKFORCEMARKETING.COM
Secret #2
WORKFORCEMARKETING.COM
Measure
both
activity &
results.
WORKFORCEMARKETING.COM
E.g., Activity
Engagement

Company
Followers

Total Status
Shares

June

391

87

July

561

120

WORKFORCEMARKETING.COM
E.g., Results
1.00

When Ajax researched employee brand alignment within the digital marketing space,
we analyzed 51,608 employees at the 50 biggest companies. We found significant
discrepancies between how companies articulate their brand message and how
employees do (or don’t do) the same.

69.6%

0.67

}

60.9%

Brand erosion
caused by
misalignment.

Company Keyword Engagement
Employee Keyword Engagement

34.3%

0.33

26.4%
19.6%
15.2%

16.9%

16.8%
13.0%
8.7%

0

10.4%

9.6%
6.5%

5.9%

4.4%

3.1%
0%

Marketing

Media

Interactive

Digital

Social

Brand

Mobile

Engagement

1.5%

Audience

Keywords

WORKFORCEMARKETING.COM
touch points per offer
first year turnover
90-day review ratings
time to fill
ratio accepts/offers
cost per hire
WORKFORCEMARKETING.COM
Secret #3
WORKFORCEMARKETING.COM
Complement policies
with guidelines
WORKFORCEMARKETING.COM
Policy
Do’s and don’t’s.

WORKFORCEMARKETING.COM
Based on your requests, here are 2 useful links:
http://socialmediagovernance.com/policies.php (Examples of published policies & guidelines.)
http://www.shoutlet.com/blog/2013/03/10-guidelines-to-include-in-your-social-media-policy/ (Considerations.)

Guidelines
Strategies for winning.

WORKFORCEMARKETING.COM
Our Social Business Guidelines

WORKFORCEMARKETING.COM
Secret #4
WORKFORCEMARKETING.COM
Like it or not, your life
will be digitized.

Contact

//

Ajax Workforce Marketing

//

888 244-6698

//

ajaxworkforcemarketing.com
Secret #5
WORKFORCEMARKETING.COM
Photo
Name
Headline
Location & Industry
Summary
Specialties
Jobs (Current & Past)

Tools create
possibilities.

Publications
Education
Recommendations
Connections
Websites
Twitter
Public profile
Applications

Content

Context

Consistency

Messaging
strategies create
success.

WORKFORCEMARKETING.COM
Individuals
Win
personal & professional
People struggle combine their

lives into a single, focused story.

WORKFORCEMARKETING.COM
Companies
Win
WORKFORCEMARKETING.COM
Summary
What you do
Differentiator
Profersonal™
Keywords
Multi-media

WORKFORCEMARKETING.COM
Not just a photo…
not even just a good photo…
but the right photo.

WORKFORCEMARKETING.COM
Same
template.
WORKFORCEMARKETING.COM
Workforce
Marketing
AJAX WORKFORCE MARKETING

WORKFORCEMARKETING.COM
Put existing company
messaging into language
that employees can
use in casual conversation.
Give employees the ability
to genuinely make that
messaging part of their
online identity.
(Resist the urge to
over-think things.)
AJAX WORKFORCE MARKETING

WORKFORCEMARKETING.COM
Professionals want genuine, effective digital
profiles and good answer to the question,
“What do you do?”
Companies want aligned employer branding
and greater reach.
Everybody wins.

AJAX WORKFORCE MARKETING

WORKFORCEMARKETING.COM
Brand Amplifier
Scaling this is not trivial.
Tools like Ajax’s Brand
Amplifier can help provide
messaging and profile
development support to
dispersed teams.

WORKFORCEMARKETING.COM
Action!
1. Set your goals: figure out what the company
wants to say.
2. Activate your employees: help them figure out
what they want to say, and show them how
leveraging the company’s message can help
them amplify their brands.
3. Learn LinkedIn: use LinkedIn to get the word
out as efficiently as possible.
WORKFORCEMARKETING.COM
“Without continual growth and
progress, such words as
improvement, achievement,
and success have no meaning.”
–Benjamin Franklin
Jason Seiden, CEO

Ajax Workforce Marketing

jason@ajaxwm.com
in/seiden
WORKFORCEMARKETING.COM

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5 Secrets to Using LinkedIn to Make Recruiting More Efficient