Want to know more about building your brand and engaging your target audience? This presentation covers these topics plus the latest in talent migration trends in Ireland.
12. THE WORLD IS CHANGING FAST…
Candidates & Clients
More Connectivity
More Choice
More Channels
1980’s
1990’s
2000’s
2010’s
Filing Cabinet
Recruiters
Offline Database
Job Channels
Social Media
13. PROFESSIONALS USE LINKEDIN FOR 3 VALUABLE REASONS
KNOWLEDGE
The definitive professional publishing platform
NETWORK
We connect the world’s professionals
IDENTITY
The professional profile of record
14. are passive and not looking to move
80%
60%
of them are open to opportunity!!
15. THE BEST RECRUITERS ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING
1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY
2
27. Great recruiters think about jobs the way marketers think about products
Strong brands move people toward purchase long before they enter the store
28. Social Media is here to stay. Embracing its power is key.
57%
of the decision to ‘buy’ is now made before any commercial contact with your business
29. Creating followers will fuel your success
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?
?
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?
What good is a post on Facebook if you have no friends?
Followers are more likely to recommend
your business
2.5
x
78%
Followers are 78% more likely to respond to an InMail
of members are interested in job opportunities from companies they are following
79%
30. Know your audience
Your target market is your ideal candidate, so 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!
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?
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.
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, create salary surveys.
Put this content in the right places.
31.
32. “Brand is simply an organisation, product or service with personality”
Wally Olins
33. The Value of Brand
We know that strong brands with good reputations have 31% better total return to shareholders than the MSCI World average. (McKinsey Report)
B2B companies with strong brands outperform weak ones by 20%, according to McKinsey Report.
“People’s willingness to buy, recommend, work for and invest in a company is driven 60% by their perceptions of the company, and only 40% by their perceptions of their products.”
Kasper Ulf Nielsen.
38. Storytelling is the most powerful way to put ideas into the world today.
- Robert McAfee Brown
39. “Marketing is no longer about the stuff that you make, but about the stories you tell.”
Seth Godin
40. Recruitment is a story telling business
CVs
Career
Achievements
Expertise
Jobs
Companies
History Culture Requirements
41. An amateur football manager’s story
Who are we?
Why are we here?
What is our mission?
What do we do?
42. What does that mean for you?
An amateur football manager’s story
43. 5 stages in a story
Who am I?
•Introduction to you/your business. Easy to tell across multiple channels. Recruiters know this inside out.
Why am I here?
•What is the business’ purpose and the purpose of the content you are creating.
My mission
•What you/your business stands for.
What I do
•Your mission should be more “why” and this is more “how”. Find your USP.
What that means for you
•Case studies and testimonials. Success stories.
53. 53
1 M members in Ireland Representing 1 in 75 members in Europe
54. 54
Source: LinkedIn data – Members indicating working for a company in the Staffing industry in Jun’14 vs in Jun’13
Staffing is the #2 Fastest growing industry in Ireland
55. 55
1 in 61
Staffing companies in Europe
Are headquartered in Ireland
Source: LinkedIn data – Members indicating working for a company in the Staffing industry as of Aug’14
56. 56
1 in 58
Staffing employees in Europe
Are located in Ireland
Source: LinkedIn data – Members indicating working for a company in the Staffing industry as of Aug’14
57. 57
Source: LinkedIn data – Members indicating working for a company in the Staffing industry as of Aug’14
Staffing employees in Ireland have
8x more connections
than the average member in Ireland
58. 58
Source: LinkedIn data – Members indicating working for a company in the Staffing industry in Jun’14 vs in Jun’13
Staffing employees in Ireland are visiting LinkedIn 5 more days per month compared to the average member in Europe
59. 59
Source: LinkedIn data – Members indicating working for a company in the Staffing industry in Jun’14 vs in Jun’13
Staffing employees in Ireland are 11% more likely to access LinkedIn via mobile than the average member in Ireland