Social platforms and new technologies have transformed the way companies market and sell to their customers and prospective employees. Click through this presentation to see core marketing and sales best practices that you can apply to raise your team’s talent acquisition game. Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj

1. Best Practices of Modern Sales and
Marketing for Talent Acquisition
Brendan Browne
Recruiting
Mike Derezin
Sales
Francois Dufour
Marketing

2. Recruiters are Sales & Marketing
Professionals
@frfrdufour

3. Transformation

4. Discovery
Consideration
Preference
Transaction
@frfrdufour

5. Discovery
Consideration
Preference
Transaction
@frfrdufour

6. Discovery
Consideration
Preference
Transaction
@frfrdufour

7. Discovery
Consideration
Preference
Transaction

9. The quality & accessibility of quality
content is exploding
@frfrdufour

10. The buyer’s journey is 70% complete by
the time a sales person is contacted *
Discovery
Consideration Preference
Transaction
70%
* Source: Sirius Decisions
@frfrdufour

11. What does that mean
for Talent Acquisition?
@frfrdufour

12. When they go through their discovery
journey, will top candidates prefer you
or your competitors?
@frfrdufour

13. Best Practices of
Marketing & Sales

14. Best Practice #1
Segmentation
Best Practice #2
Content Marketing
Best Practice #3
Warm’em up
@frfrdufour

15. Best Practice #1
Segmentation
Be ultra-relevant to your core-target audience
Spend your time on the right prospects
@frfrdufour

16. Segment your Market
Segment
Segment
4
1
Segment
Segment
3
2
@frfrdufour

17. Segment your Market
Your target
Segment
Segment
4
1
Segment
Segment
3
2
@frfrdufour

18. Persona:
character representing a group’s
needs & behaviors

Put a human face on your target

Get your team on the same page

Inform content & comms plans
@frfrdufour

19. Profile your best customer / candidate
your sweet spot
Segment
Segment
4
1
Segment
Segment
3
2
@frfrdufour

20. “I share industry best
practices to drive real
impact for my customers.”
Stacey
Sales Manager

21. Stacey Uchida
Drivers
Vice President, Sales
Current
Goal:
Build her skillset. Help customers succeed
North Widgets
Education
Michigan State University
Motivators:
Become youngest ever VP of Sales at LinkedIn
Fears:


How she researches a new role:
Miss quarterly quota
Not meet her customers’ expectations
Content type:
 Case studies,

Analyst briefings

In-person demo
Content format:
 In person conferences

Blog posts & Videos
Influencers of her career decisions:

Former managers

Peers

Industry Analysts
Where she hangs out:

LinkedIn (Influencers & groups)

Facebook

Social Selling Conferences

Sales Insider

22. We focus at account level and consider
“how big?” & “how likely?”
High
Size of Prize
How Big?
Low
High
Temperature
How Likely?
@mikedfresh

23. We focus at account level and consider
“how big?” & “how likely?”
High
Marketing
Sales
Nurture
“Red Carpet”
Size of Prize
How Big?
Build
Awareness
Tele-Sales
Low
High
Temperature
How Likely?
@mikedfresh

24. We also leverage the social graph on LinkedIn to assign the
socially connected rep to every single account
@mikedfresh

25. Best Practice #2
Content Marketing
Inform or Entertain rather than advertise
@frfrdufour

26. Audiences can filter out the authentic
from the inauthentic.
– Jeff Weiner, CEO, LinkedIn.
@frfrdufour

27. @frfrdufour

28. Content Marketing is Everywhere
@frfrdufour

29. @frfrdufour

30. 3 golden rules of Content Marketing
Authentic
Relevant
Timely
Worth Sharing
@frfrdufour

31. Create content nurturing your full candidate journey
Discovery
What does this company do
that is unique?
Consideration
Preference
 Videos
 Blog
 Exec interviews
@frfrdufour

32. Create content nurturing your full candidate journey
Discovery
Consideration
Why should I be
interested? What
opportunity for me?
Preference
 Job description
 Product demos
@frfrdufour

33. Create content nurturing your full candidate journey
Discovery
Consideration
 Employee reviews
 Manager’s profile
 Customer testimonials
Preference
Why is it right
for my career?
@frfrdufour

34. Most of this content already exists
@frfrdufour

35. Sales Reps are turning into
mini-marketers

36. Content Marketing is critical for Sales Reps too
Drivers of sales reps out performance
1
Uses Social Media as Critical Channel
2
Leads with Insight
@mikedfresh

37. Leading with Insights
Resume to Reputation

38. Best Practice #3
Warm’em up
Nurture prospects “down the funnel”
Always go in warm

39. 1
2
3
Use content that
resonates with her
Profile your
target “persona”
Industrialize your
nurturing
@frfrdufour

40. Instrument your funnel for effective nurturing
Discovery
Consideration
30%
10 days
15 days
Preference
10%
5 days
@frfrdufour

41. Instrument to measure and execute
Understand your
performance &
forecast better
Align various teams
Prioritize & classify
your prospects
@frfrdufour

42. What signals to use to tailor your content?
Discovery
Consideration
Preference
Started following
your company
@frfrdufour

43. What signals to use to tailor your content?
Discovery
Consideration
Preference
Replied to
InMail
@frfrdufour

44. What signals to use to tailor your content?
Discovery
Consideration
Preference
Applied for a job
@frfrdufour

45. Discovery
Consideration
Preference
Signal
Following your
company
Answered InMail
Applied for a job
Channel
Status Updates
InMail
Direct mail
Content
Right content, right channel, right timing
Thought leadership
Job description
Recent coverage
@frfrdufour

46. Holy Grail of Marketing
Send the right content at the
right time, to the right
prospects, at scale
@frfrdufour

47. No one likes it cold

48. Social Selling Evolution
Doesn’t happen overnight
@mikedfresh

49. Social Selling Evolution
Doesn’t happen overnight
@mikedfresh

50. Social Selling takes you from Serendipity to
Science
vs.
Serendipity
Science
@mikedfresh

51. Warm introductions work
X%
+ 63%X
X%
Win rate
when reps go
in cold
Win rate
when reps
go in warm

52. What it means for the TA organization

53. Embrace and Change
or
Be Obsolete
@LinkedinCareers

54. #1
Segmentation
@LinkedinCareers

55. Understand the “Addressable Market”
Mindset
@LinkedinCareers

56. In Sales and Marketing
High
Nurture
“Red Carpet”
Size of Prize
How Big?
Build
Awareness
Tele-Sales
Low
High
Temperature
How Likely?
@LinkedinCareers

57. In Recruiting
High
Nurture
“Red Carpet”
Quality
Who has expertise
in skills we need?
Build
Awareness
Tele-Sales
Low
High
Temperature
Which prospects are most likely engage?
@LinkedinCareers

58. In Recruiting
High
Nurture
“Red Carpet”
1:Many
1:1
Quality
Who has expertise
in skills we need?
Build
Awareness
Tele-Sales
Low
High
Temperature
Which prospects are most likely engage?
@LinkedinCareers

59. In Recruiting
High
1:1 Approach
Nurture
Quality
Who has expertise
in skills we need?
 Direct outreach via a
“Red Carpet”
recruiter or hiring manager
 Contact via a connected LI
employee [Inside opinion]
1:Many Approach
 Persona-based targeting
Build
 Content strategy
Awareness
 Sponsored & follower updates
Tele-Sales
Low
High
Temperature
Which prospects are most likely engage?
@LinkedinCareers

60. #2
We are marketers
@LinkedinCareers

61. Marketing throughout full candidates journey
Targeting
YESTERDAY
Outreach
TODAY
Targeting
Research
Warm Up
Outreach
@LinkedinCareers

62. P.O.P.
Profile Optimization Project
Before

63. P.O.P.
Profile Optimization Project
After

64. New headline
New professional
photo
Increased reach
Summary section
with rich media

65. Built out work history
with rich media
Added Volunteers &
Causes Section

66. Added additional
skills
Rich media in
Education section

67. #3
Social Recruiting
@LinkedinCareers

68. “Connectedness” Matters…
@LinkedinCareers

69. Who You Need on Your Team
Peter R
Data and Insights Ninja
Emily B
Skills
SQL, Hadoop, R, Excel, Tableau
Online Marketing and Demand Gen
Skills
Marketing Automation, Email Marketing
Scott A
Content and Social Strategist
Skills
SEO Copywriting, Blogging,
Content Planning
Liz W
Program Manager
Skills
Analysis, Online Marketing, SEM

70. Today is YOUR lucky day!
@LinkedinCareers

71. 2013