It's a competitive market out there. How you connect and engage with potential candidates and clients is the difference between standing out and struggling to keep up. Join LinkedIn's own Marketing Consultant, Inez Chan in a 30 min webcast & find out more about how you can better position your brand in a social world through • Building awareness through follower acquisition • Engaging & building relationship in a passive market place digitally through content • Scaled conversion & brand advocacy Build your brand and nurture relationships on the world's largest professional network.

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Being Successful in a Digital World
Inez Chan
Solutions Consultant

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Inez Chan
Solutions Consultant
LinkedIn

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Agenda
1) Evolution of Marketing for recruitment agencies
2) Branding for influence with Social media
3) How

4. UED BRAND & MARKETING
Times are Changing
4

5. Power of social media
5
1/4
global population is on
social network
22.5%
internet time spent on
social networking

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David & Goliath

7. Goodbye control…hello influence

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Social media
is here to stay, embracing its power is the key
57%
of the decision to ‘buy’
is now made before any
commercial contact with
your business

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Every Audience You Care About…Every Audience You Care About…

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Awareness
Consideration
Preference
Conversion
Advocacy
The Marketing Funnel

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We recommend
3 simple steps
Your followers &
Your brand
Nurture your target
audiences
Do what you do
best
Build Engage Recruit

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Awareness
Consideration
Preference
Conversion
Advocacy
Putting it into Perspective
Build
Engage
Recruit

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Your LinkedIn Journey
RECRUITENGAGE
BUILD

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Creating ‘Followers’ will
Fuel Your Success
? ? ?
? ? ?
? ? ?
What good is a post
on Facebook if you
have no friends?
Followers are 2.5 times
more likely to recommend
your business2.5x
78% Followers are 78% more
likely to respond to an
InMail
of members are interested
in job opportunities from
companies they are following79%

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Ways to build followers
Your Consultants NetworkAcquisitions Events

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Your LinkedIn Journey
RECRUITENGAGEBUILD

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“Do not address your readers as though
you are addressing a stadium.
When people read your copy, they are
alone. Pretend you are writing to each one
of them a letter.”

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Influence quality through
branding for influence
Branding
for Appeal
Promoting the agency
Messages
That Sell
“See our career
Opportunities.”
“Be challenged
every day.”
“Our culture is
very collaborative.”
Channel-Driven
Outreach
Core Brand
Focus
Customised Brands
Core Brand
Branding
for Influence
Giving audience
guidance to make
better decisions
about whether to
apply
2 Messages
That Consult
“Check out this
company that I
know hires for...”
“Your work helps
achieve our
mission by...”
“Given your
interests, I think
the right job for
you will be….”
1 Customised
Brand Focus
Customised Brands
Core Brand
3 Messenger-
Driven
Outreach
Three steps to branding for influence
Source: Corporate Executive Board 2014

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Develop
audience personas
Sandra
Profile
Who is your ideal candidate?
Create a profile of that
person.
What is their background?
What defines them?
Where are they online?
Give them a name and a
picture – make them real!
Message
Position your business as an
expert, authority and place to
go for any information or
guidance in their space.
Be relevant, be authentic and
be personable.
Channel
Create videos, interview your
people or industry experts,
share information from
events, write blog posts and
e-books on the state of jobs
in your industry. Put this
content in the right places.
Interests
Figure out what will capture
their attention.
What is that person interested
in, what does that person care
about, what else are they
doing online?

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Your LinkedIn Journey
RECRUITENGAGEBUILD

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Awareness
Consideration
Preference
Conversion
Advocacy
The Marketing Funnel
sourcedbyyourprospect,facilitatedby
mostlyonlineactivities

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InMail Response Rates by Recipient Engagement
*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to
receiving an InMail from one of your employees
10%
Engaged with
Your Brand
75%
23
Increased engagement with your brand improves
the effectiveness of your InMails
No Engagement
with Your Brand

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http://talent.linkedin.com/blog/index.php/2014/04/sourcing-plus-branding-a-
powerful-one-two-punch-for-staffing-agencies

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