How to use LinkedIn; for Leukeamia UK. Agenda - Hiring, Profiles, Company Pages Branding The Network

1. While we get things rolling
Grab your phone!
and type in the following link:
https://www.linkedin.com/sales/ssi

2. Getting the most out of
LinkedIn
Ralph Meyer
Global Senior
Customer
Success
Manager

3. Agenda
Get to know LinkedIn
Hiring on LinkedIn
Your LinkedIn Profile
Your Company Page
Network and community
Close & Questions

4. Break the ice.
Hands up if you have a
LinkedIn profile

5. The Power of LinkedIn
630,000,000+

6. Vision
Create economic
opportunity for
every member of
the global workforce
Mission
Connect the world’s
professionals, to make
them more productive
and successful.

7. LinkedIn helps talent-first companies develop winning teams
by providing intelligent tools and unique insights.
P L A N H I R E D E V E L O P

8. LinkedIn helps talent-first companies develop winning teams
by providing intelligent tools and unique insights.
P L A N
H I R E
D E V E L O P
Build an informed
strategy
Talent Insights
Recruit more efficiently
Job Postings
Recruitment Ads
Career Pages
Recruit as a team
Empower your
employees
LinkedIn Learning
Glint

9. P L A N H I R E D E V E L O P

10. H I R E
Find & recruit
the best talent
efficiently

11. Hiring Marketplace
630M Connections
Education
Skills
Open Candidate
Industry
Location Interest
Salary
Job searches
Job views
Content views
Companies followed
Connections at company
Hires
Industry
Company size
Experience
Current employees
Similar companies
Macro labor trends
Alumni
Location
Culture & Values
COMPANYJOB SEEKER
Members
20M
Open Jobs
50K
Skills
90K
Schools

12. Likely to apply
for your role
Ready for
transition
Interested in
Product roles
Open to
new career
opportunities
Passionate about
Healthcare tech
Actively applying
to jobs
Lives in San
Francisco, CA
Software
Engineer
Works at
ACME co.
Deep
member insights
What members say on their
profiles.
(identity)
What their actions and network say about
them.
(inferences made via LinkedIn data
standardization and machine learning)
What actions they take
on LinkedIn.
(includes both affinities & intentions)

13. Understanding hiring
needs
What you say on your
job description.
(structured)
What recruiters prefer.
(inferences made via LinkedIn data
standardization and machine learning)
What we infer based
on successful matches.
(includes both affinities & intentions)
Based in Bay Area
Title:
Software
Engineer
Computer Games/
Software Industry
Inferred years of
experience for this
job: 2-5 years
Inferred education
for job: bachelors or
masters
Required
skills in
bio: Java
and SQL
or willing to relocate within same
country

14. Recruiter

15. Aware
Engaged
Considering
Applied
Screened
Interviewed
Offered
Hired
Career Pages CampaignsRecruiterJobs
Job Impression
(e.g. JYMBII, Search,
Similar Jobs)
Job Impression –– ––
Job Views
Job Apply Clicks
Interaction
with
Recruiter
Interaction
with Recruiter
Company
Pages
Thought
leadership
Engage
with
Followers
Our partnership
uniquely delivers
value at each stage of
the candidate journey
RecAd + WWU + SU
Impressions
The Recruitment Funnel
Posting
content

16. Three main areas:
Smarter results
Save time with a recruiting
experience that gets smarter
with every click
Productivity
Get more done
with a new
seamless workflow
Collaboration
Work better
together with new
collaboration features
What this means for you now

17. The future
Recruiter and Jobs will learn constantly
from each other to provide intelligent,
personalized results.
Over time, you’ll be able to hire the right
candidate in less time with:
• More relevant search results
• More relevant job promotion
• Smarter candidate recommendations

18. So what
does talent
intelligence
look like
in action?

19. Search Insights
Ask for Search insights for your
market;
This data will help you to refine what your
market can offer from a skills perspective

20. Search Insights
How does it look?
Advisory point on this; This is an opportunity
to assess where a talent pool is working
currently
Looking retrospectively we can see certain
companies have lost more Talent than others.

21. Search Insights
Assess which regions has access
to talent
Assess from your talent pools where you
would be more likely to source specific talent
groups from

22. Search Insights
Support your business cases
These insights will help to craft the offer to
your market by identifying where your talent
niche's are.

23. Compared to job
boards, LinkedIn has
40% higher rating on
quality applicants
Job targeting understands a recruiter’s preferences to attract
the right candidates

24. Smart suggestions
and Recruiter
Spotlights drive
a 2x increase in
InMail response
rates
Search with smart suggestions to reach candidates most
likely to respond

25. Recommended candidates personalized for each recruiter to
optimize efficiency

26. Building your Brand
on LinkedIn

27. The Context of LinkedIn
LinkedIn is your Monday morning, not your Friday night

28. It all Starts with
your Story
What is the journey that you
would like your audience to
see?

29. Step 1: Add a
photo
Profiles with a photo
get 21x more profile
views
• You alone
• From shoulders up
• Neutral background
• Professional clothing
LinkedIn member and student: Cornelius McGrath

30. Step 2: Add
your education
• Add your
school/university,
major(s) and degree(s)
• Add academic awards
and honors
• Include your activities,
including student
leadership positions,
clubs, etc.
LinkedIn member and student: Frederick Daso

31. Step 3: Add
your work
experience
Profiles with work
experience are 10x more
likely to get messaged
• List internships, summer
jobs, and part-time jobs
• Add examples of your work
or photos
• Describe what you
accomplished
LinkedIn member and student: Sarah Geyer

32. Step 4: Add
volunteer
experience
Hiring managers value work
and volunteer experiences
• Volunteer experiences
• Accomplishments (courses,
honors, awards, etc.)
• Interests (join relevant
Groups on LinkedIn)
LinkedIn member and student: Brody Hannan

33. Step 5: Add
your skills
Professionals who add 5 or
more
skills receive up to 17x more
Profile views
• Add relevant skills you’ve
acquired from internships,
volunteer experiences, paid
job experience (technical
and soft skills)
• Consider recommendations
from professors or teachers
LinkedIn member and student: Bo Peter Zhang

34. Step 6: Draft a
summary
Prime real estate for you to
talk about you, what
motivates you, and show
your personality
• Your “elevator pitch”
• Focus on accomplishments
and aspirations
• Keep it short: <100 words
LinkedIn member and student: Jamie Linton

35. What is you Elevator Pitch?
You meet a celebrity and as the
doors close, they greet you and ask you
for an intro….What do you say?

36. Exercise: Profile
SummaryTime: Take Away

37. Profile Summary
1. Group up with the person to your left
2. Pitch to them your 40 second ‘elevator
pitch’
3. Get & provide feedback
4. Make a start on creating or editing your
summary
• How would you describe what you do to
someone completely unfamiliar with your
field?
• What do you want to be professionally
known for?
• What can people expect from you?
• What do you love most about what you do?

38. Company Pages

39. Your Company Page – Let’s create your Story

40. Followers
This is an audience that follow your
business and when you post update this is
how you communicate with them.
What happens if we don’t have any
followers?
It’s important to remember that employees
are automatically followers of their
Company
Page.

41. Companies with completed and active Pages are
more successful at achieving growth objectives
5x
lift in page views
11x
lift in clicks per follower
7x
the average impressions
per follower
2x
Higher Content
Marketing Score

42. Building a Strategy around your objectives
02 Lead Generation
B2B prospects engage
with 7 pieces of
content on average
before making a
purchase decision
Drive higher quality
leads by featuring a
good mix of upper
funnel and lower
funnel content,
including tip sheets,
eBooks and case
studies
03 Content /Thought
Leadership
74% of prospects
choose the company
that was first to help
them along their
buyer’s journey.
Share perspectives on
industry news and
trends, helpful product
how-to’s and articles
that reflect your
company’s vision.
04 Event
Registrations
Your LinkedIn Company
Page is perfect for
promoting upcoming
webinars and events your
company is attending
and/or sponsoring.
Key Event Registration
Metric:
• Event registrants driven
directly from your Company
Page, which you can
measure using tracking
codes on your event
registration URLs.
Build relationships with
your prospects by
getting your brand’s
word out and actively
engaging with and
replying to followers’
comments.
01 Brand Awareness

43. Brand Awareness-
Employee
Advocacy
How can you amplify your message?

44. Employee advocacy
A business’s culture and values are lived
LinkedIn employees sharing our own
Marketing Solutions content increased the
aggregate reach of that content by 15
million over the course of a year.
What’s more, employee-shared content on
average generates double the engagement.

45. Examples: of Content Creation and Advocacy
#Bestbeerjobs#LinkedInLife #Tyrwhittspirit

46. Sourcing Leads

47. Thought Leadership and Events
https://www.linkedin.com/company/social-talent/
Why?To get leads of course!
Lead generations starts with qualifying if a potential client has an
interest In the solution that you have to offer. SocialTalent built a brand
in the recruitment market for specialties in Headhunting
What do they offer:
• Webinars,Video, Courses,Tools, Q&A and Events.
People want to work with them because they are the voice of this
industry.

48. Thought Leadership and Events

49. Hiring Selling
• 1st Impressions matter, get your profiles up to
an “All star Status”
• Show professionalism while still
staying approachable
• Volunteer information and resources for
potential candidates to do additional research
• Responsiveness, engage in discussion and
describe how your business will build on and
individuals career
• Keep a consistent message
• Engage with leads in a non pressured way
• Keep thinking solutions rather product etc..
• Circle back to your leads – Conversations
sometime run dry, reinvigorate them with
invitations, call, events etc.
• Groups: Contribute willingly and become
the voice of the industry
Hiring and Selling
You only have a moment to make an impression

50. Join groups and
build your
network
LinkedIn Groups can expand
your connections beyond
friends and fellow alumni.
You can meet professionals
who share your career
interests and gain insider
knowledge from leading
industry voices.
Example: https://www.linkedin.com/groups/3044917/

51. A checklist for success with LinkedIn Company Pages

52. Network & Community

53. Follow
companies
you’re
interested in
Follow companies you are
care about and are
interested in working for on
LinkedIn to get the latest
news and updates
Example: https://www.linkedin.com/company/linkedin/life/

54. Follow
influencers
Follow LinkedIn Influencers
and thought leaders
• Customize your content
at:
linkedin.com/feed/follow
/
Example: https://www. linkedin.com/feed/follow/

55. Search for content to support your Ideas
or contribute to SlideShare so that others
may benefit from your thoughts
This is a great place to source
information for presentations, Projects
and to find experts in a field
SlideShare

56. While we get things rolling
Grab your phone!
and type in the following link:
https://www.linkedin.com/sales/ssi

57.  Hand up if your Score is Below 50
 Hands up if you score is between 51 and 70
 Hands up if you score is between 71 and 85
 Hands up if you score is above 85!!
Your Social
Selling Index
Score
 Hand up if your Score is
Below 50
 Hands up if you score is
between 51 and 70
 Hands up if you score is
between 71 and 85
 Hands up if you score is
above 85!!
?

58. Network & Community

59. How Many
connections do you
have?
• Hands up if you have less than
30
• Hands up if you have between 30
and 100
• Hands up if you have between 100
& 500
• 500 and over?

60. How does the Network work?
1st Degree
Connections
– 101
members
2nd Degree
Connections
– 80K
members
3rd Degree
Connections – 1.5M
members
It’s based on
the degrees of
separation and
connection

61. How does the Network work?
IT Professionals
Majority of
connections
will be IT
Professionals
A lot of the
Connections will be IT
Professionals
Get a Plan
together to Target
a Specific
audience by
having an idea
with whom you
want to network
with

62. Build your connections via Inmail
and requests
Build your network via getting to
know people in your market from
Events, Posts, dialogue and Groups
Dear Ralph,
I really enjoyed your presentation at
SUGA yesterday, may I connect with you
so that I can learn more from you on
how to network with purpose?
Kind regards

63. Connect
Use LinkedIn to connect with
people nearby

64. Connect with your
network in one easy
swift motion
Swift and easy
connections

65. 01 02 03 04
Immediate
Network
Identify People
to Network
with Now
Long Game
Rinse and
Repeat
Review your
immediate Network
and Assess if your
connections are
aligned to your
market.
Connect and begin
dialogue with
you meet in the
to find common
opportunities
Identify People you
want to network with
but need a “In” to
get to speak to
them. Work on
getting referrals or
demonstrable
successes to start a
dialogue with them
Review your
network again in 3-
months time and
reassess the
previous steps..
A
Networking
Journey
Manage your network – sense check it
regularly

66. Questions?

67. Thank you