La rivoluzione digitale del recruiting

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
An Introduction to LinkedIn Media
Alex Charraudeau – Media Solutions Consultant
LinkedIn Milan, 4th June 2014

Alex Charraudeau
 Ex-recruiter
 7 years as a recruitment marketing guy
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 At LinkedIn I help recruiters get the most out of LinkedIn
LinkedIn
@alexCharraudeau
Google+

Agenda
1. Marketing in the Modern Age
2. What is new about Recruiting in 2014?
3. How recruiters can Build, Engage, Recruit
4. What success looks like on LinkedIn

Marketing in the Modern Age
4

Women
Women with a
disposable income
Women between 24-
45 with a disposable
income
Women between 24-
45 with a disposable
income interested in
healthy living
7

Experian aiuta i suoi clienti a
prendere decisioni consapevoli.
Anche in Italia Experian offre una
combinazione unica di dati e sistemi
di analisi che trasforma i dati in
informazioni vantaggiose.

What have we learnt?
 Kellogg's understands advertising
 Targeting is crucial
 Data helps target the right people
 Technology allows us to capture more data
 But what next?
11

 5.387 billion cans sold in 2013.
 43m fans on Facebook
 3.8m Google+
 125,000 followers on Twitter
 … and they don’t talk about the product
12

What is new about Recruiting in 2014?
14

The best recruiters act like
marketers…
17

The means by which messages get from
one individual to another.
An idea, practice, or object that is
perceived as new by an individual or
other unit of adoption.
Rate of adoption is the relative speed
with which an innovation is adopted by
members of a social system.

How recruiters can Build, Engage, Recruit

Build Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff

Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you
Pick up leads,
make placement
and hire staff

Build1
 Why do you exist?
 How are you different?
 What is your unique selling proposition?
 How do you communicate what your consultants
do?
 What are your values?
A brand is simply an organization, or
product or service with personality

Build1
 Build the foundations.
 Position your brand across employees and your
company.
 Rich media gets 100% more engagement.

Build1
 Build landing
pages.
 Build conversion
points.
 Make it uniform
and unified.

What percentage increase in
conversions does targeted
content give you?

 400% conversion rate boost when
companies deliver relevant content and high-
quality experience
 Quality & relevance: The twin keys to
digital growth
– http://mckinseyonmarketingandsales.com/qu
ality-and-relevance-the-twin-keys-to-digital-
growth
David Edelman – McKinsey&Company

Engage2
99% of advertising doesn’t sell much of
anything
 What is your message?
 Who needs to see your message?
 How will they see it?
 What is your objective?
 What are your consultants going to do?

IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBCEngage2

Engage2
 Over 2 billion updates are seen weekly across LinkedIn.
 88% of members would follow a company.
 Followers are 2.5x more likely to recommend your
business.
 78% of company followers are more likely to respond to an
InMail.

 Your followers, fans, members,
connections will see your content.
 They may spread this further
through social amplification if the
content is relevant and engaging.
 To reach a wider audience, or to
push your message out at scale
quickly consider advertising.
Organic
Earned
Paid
Engage2

 Click-through rates on
desktop LinkedIn are 10x
as high as traditional
display ads.
 Content generates 6x more
engagement than jobs.
Engage2

Engage2
 Own the home page
experience:
– InMails, Ads, Sponsored
Updates, Jobs
 Increase clicks on
ads/content by 25%
 Increase opens of InMails
by 100%

3 Recruit
Are you demonstrably helping the
organisation achieve its strategic
objectives?
 How are you picking up leads?
 How are you attracting candidates?
 How are you making placements?

3 Recruit
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
before

What percentage of senior
professionals access LinkedIn
on their mobile in Italy?

98%
41%
Desktop Mobile
68%
Saw a
Company
Status
Update,
Italian Executives using LinkedIn

16%
30%
16%
50%
Engaged with
Your Brand
No Engagement
with Your Brand
Engaged with
Your Brand
No Engagement
with Your Brand
3 Recruit InMail Success Rates by Brand Engagement
Dynamic Career Page
Jun 2013 to Jul 2013
Static Career Page
May 2013 to Jun 2013

Review – 5 tips for a social recruiting
1. Build your brand
2. Build your foundations
3. Engage with your audience
4. Convert clients, candidates and internal hires - Recruit
5. Analyse, review, improve

Thank you! Please join us next time…
 Social RecruitIn
 Premier recruitment event in
EMEA.
 London 3rd September
47
Always be connecting:
LinkedIn
@alexCharraudeau
Google+

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Notes de l'éditeur