LinkedIn Day Jeddah, October 2014
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Discover Insights about Saudi Members on LinkedIn and how companies are using LinkedIn to find top talent in the Kingdom.
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LinkedIn Day Jeddah, October 2014
- 1. Social Recruiting with LinkedIn
- 2. About
- 3. Create economic opportunity for every member of the global workforce Our vision
- 4. Connect the world’s professionals to make them more productive and successful Our mission
- 5. For our members The professional profile of record Connect all of the world's professionals Identity Networks Knowledge The definitive professional publishing platform
- 6. Pull slide 2 of reference slides and adjust to fit 16x9 This slide is the first part of the animation. Mask part needs to be this blue and not black. members
- 7. Pull slide 2 of reference slides and adjust to fit 16x9 This slide is the first part of the animation. Mask part needs to be this blue and not black. MENA 12+ Million
- 9. A growing network in the Kingdom members in KSA 1.5M+
- 10. Most followed companies in Saudi on LinkedIn
- 11. 39M Students and recent grads
- 12. Top 3 Universities in the Saudi
- 13. Alumni engagement w w w . l i n k e d i n . c o m / a l u m n i
- 14. Saudi Professionals are using LinkedIn Everyday…
- 15. … and so are female professionals
- 16. Saudis are networking on LinkedIn 16
- 17. And companies are hiring talent with thousands of vacancies posted on the platform
- 19. What candidates look for Talent Migration Talent Pools
- 20. Saudis are using LinkedIn to network and find new jobs 76% 75% 74% 51% 45% 44% 33% 22% 76% 18% 80% 12% 47% 46% 57% 66% To grow and maintain my professional network To find new job opportunities To represent my professional identity To access professionally relevant news and information To research companies I am interested in To follow companies or influencers that interest me To find candidates to hire To find sales or business development leads National Professionals Non-National Professionals What are you using LinkedIn for?
- 21. When considering a job opportunity, Saudis look for Excellent compensation & Strong Career Path 55% 42% 28% 24% 22% 22% 21% 21% 20% 12% 50% 37% 21% 29% 25% 24% 22% 16% 28% 9% Excellent compensation & benefits Strong career path Strong employee development Challenging work A place I would be proud to work at Good work/life balance Job security Ability to make an impact A company with a long-term strategic vision Culture that fits my personality National Professionals Non-National Professionals
- 22. National students feel lack of previous job experience is a top challenge with job searching 55% 53% 49% 45% 42% 40% 36% Lack of previous job experience Low salary Lack of career progression/growth Job qualification requirements are high Very few jobs available Lack of appropriate skills for chosen job No opportunities matching one’s aspirations National Students/In-between Jobs In your opinion, what are the challenges that people encounter while looking for a job?
- 23. What candidates look for Talent Migration Talent Pools
- 24. Source: LinkedIn Blog http://blog.linkedin.com/2014/05/20/careers-that-will-move-you-what-it-takes-to-work-around-the-world/
- 25. members moved to the MENA region to start a new opportunity in 2013 105,000 ©2014 LinkedIn Corporation. All Rights Reserved.
- 26. Saudi Arabia is attracting architecture and building professionals from Asia, the UK and the US ©2014 LinkedIn Corporation. All Rights Reserved. 1 2 Construction Architectural Design Green Building Building Construction Urban Planning United States United Kingdom Philippines PakistanIndia3 4 5 Top 5 Skill Sets
- 27. What candidates look for Talent Migration Talent Pools
- 28. LinkedIn Members in Construction and Engineering
- 29. Top employers in Construction and Engineering
- 30. Questions
- 31. Fouad Nakhle Territory Manager LinkedIn How Saudi companies are using LinkedIn to find talent
- 32. 80% of professionals today are passive candidates Active Candidates Work on their job search - Search job boards - Seek out many opportunities Passive Candidates Work on doing their jobs better - Develop networks - Only listen to the right opportunities ©2013 LinkedIn Corporation. All Rights Reserved. 20% Active 80% Passive 320m+ Members worldwide
- 33. Three core components work together to drive recruiting effectiveness 33 Proactive Sourcing Automated Engagement Strategic Sourcing and Pipelining Metrics and Analytics Personalized Job Targeting Talent Brand Development
- 34. Proactively reach and attract the best passive and active talent at scale 2 3 34 Build awareness1 Engage and build a relationship Showcase your Employer brand 2 1 2 3
- 35. Showcase your brand with the LinkedIn Career Page
- 36. Reach your ideal audience on their home page
- 37. Post the right jobs in front of the right candidates Olayan Holding HR Specialist HR Manager JOBS YOU MAY BE INTERESTED IN XYZ Company XYZ Company JOBS YOU MAY BE INTERESTED IN AbuNayyan Holding Finance Director Finance Manager XYZ Company Marketing Manager JOBS YOU MAY BE INTERESTED IN Rawabi Holding Marketing Director
- 38. Increased access to the network Reach out using InMail Workflow and Collaboration tools 78% Followers are 78% more likely to respond to an InMail Proactively source candidates
- 39. Build Your Talent Pipeline
- 40. …and follow them wherever they go on LinkedIn On the LinkedIn Homepage When they network with members When they interact in Groups When they visit Company Pages
- 42. Evidence of Success in KSA
- 43. Ala’ Abu Gharbieh Media Solutions Consultant LinkedIn The Importance of Building a Strong Employer Brand
- 44. What is Employer brand?
- 45. It's about YOU About identity About how it makes you feel About emotional attachment
- 46. The beauty of employer brand is you don’t need everybody to know your name. Only the right people.
- 47. Why we’re here 83%Agree that employer brand has significant impact on ability to hire great talent talent.linkedin.com Prioritisation of employer brand (by company size) 69% Agree employer brand is a top priority for their organisation 67% 70% 67% 78% < 500 Employees 501-1,000 Employees 1,000-10,000 Employees > 10,000 Employees For more details, see lnkd.in/stateofeb
- 48. Why you should invest in your talent brand 3 reasons to invest in your talent brand Lower cost per hire by up to 50%. Reduce employee turnover by up to 28%. Influence the conversation with candidates. 91% of companies increased or at least maintained their talent brand investment in 2012. talent.linkedin.com
- 50. Measure your Brand Strength 264,362 engaged 1,873,354 reached 264,362 1,873,354 14%
- 51. Your Talent Brand vs. Your Talent Competitors Peers: Dynamic, Inc. Golden Phase six28 Enterprise Wavesynthe Commona Paularino Systems 18% 17% 15% 14% 11% 9% Employer of choice Weaker employer brand 4/6
- 52. Your Talent Brand Across Functions 23% 18% 18% 15% 13% 12% Talent easiest to engage Talent more difficult to engage Engineering Operations Marketing Media & Communication Sales Human Resources
- 53. 19% 15% 13% 12% 11% 11% Talent easiest to engage Talent more difficult to engage United States Canada Argentina India France United Kingdom Your Talent Brand Across Geographies
- 54. Measure. Engage. Improve. Repeat. ©2013 LinkedIn Corporation. All Rights Reserved.
- 55. Back to the BIG Takeaways Talent brand is vital to improving recruiting outcomes Every company, regardless of industry, location, and size can harness the power of a strong talent brand Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
- 56. 8 golden rules for promoting (and protecting) your talent brand Look in the mirror. Make sure that what you do (and don’t do) is what you’d like employees to emulate. Empower your employees. Lay out the goals and show them a clear, easy path to action. Inform your leadership. Use data to gain support, ease concerns, and help explain your choice of platforms. Target your messages. The more relevant your message is to a particular audience, the greater its impact will be. Make your culture shine. It’s never just about jobs. Focus on your people – their stories and emotions. Go viral. For amplified results, find creative ways to get more people talking about your company’s great culture. Be visual. Bold and colorful images, graphics, charts, and videos can bring your brand to life. Don’t bite off more than you can chew. Show that your efforts are scalable and sustainable on one platform before moving on to another. talent.linkedin.com
Notes de l'éditeur
- Looking at the bigger picture, LinkedIn’s vision is really to create economic opportunity for every member of the global workforce – all 3 billion. So what does that mean?
- Now before we dig into the numbers, I wanted to go back to basics of LinkedIn. Our mission at LinkedIn is to Connect the world's professionals to make them more productive and successful. Five years ago, when we drafted this mission, LinkedIn had just over 30M members (among an addressable audience of 600M knowledge workers.) Today, we’ve reached 10x that figure with 300M members, and are growing at the fastest absolute rate of growth in our history.
- Our immediate to intermediate term focus (one to three years) will be to continue to invest in the same value propositions that got us to where we are today With regard to our members, we'll continue focusing on helping them build their: 1. Professional identity (who they are) 2. Networks (who they know) 3. Knowledge (what they know)
- Well today, as I mentioned, we’ve reached 300 million members on LinkedIn
- And we’ve passed 10 million members in MENA, including more than 1 million in the UAE and 1 Million in Saudi Arabia. But we’re not stopping there..
- DUARTE No change CONTENT …because students are a population that makes some of the most important career decisions today with very limited information. When I was a student trying to figure out my important career decisions…collage of information The reason was that there wasn’t a data set I could turn to and trust to guide me through the process. But now that data exists on LinkedIn, and now there are 39 million students and recent grads coming to LinkedIn to chart their futures.
- a. If you want to be a mechanical engineer, check the school you are interested in, specify the major and you will the top 25 companies that hired people with that major from that school b. If you want to work in Google, then check your school and see who are the people that graduated from your school that works in google, what did they study and how you can be connected to them c. If you are confused between two majors, check the Alumni tool and it can show you the career path and outcome of those two majors and you can have a better educated decision d. Check your own school and see where the graduates work, live and how you can be connected to them e. Gathered from the profiles of more than 200 million members, LinkedIn’s Alumni tool helps you explore alumni career paths from more than 22,000 colleges and universities worldwide – and build relationships that can help you along the way
- My colleague recently published a post on the LinkedIn blog showing migration around the world. The UAE and Saudi Arabia were top in terms of skills migrating into the country. This was adjusted for country memberbase size. So we asked the question: In terms of actual members, how many people migrated to the MENA region in 2013?
- According to our data, 105,000 members moved to the MENA region to start a new opportunity in 2013. We detected this based on a simple change that members make everyday – updating their profile to reflect their new job position. What we have is an always-up-to-date view of the world.
- The last skill area with high inflow that we chose to zoom in on was architecture and building skills. I wonder if this is a surprise for anyone… We thought this was especially interesting to look at in preparation for the 2020 Expo in Dubai. On the left again we have the top skill clusters migrating into the MENA region – Construction, Architecture, Green Building, Urban Planning and Building Construction. And where is this talent mainly coming from? The top countries this talent is coming from are India, the UK, the US, the Philippines and Pakistan. [pause] Skilled talent is flowing in, and all of these talented individuals can be found actively maintaining their professional identity on LinkedIn. Notes: 6373 inflow vs 5443 outflow – net ratio of 1.83% These skills saw a high inflow net ratio of talent to the MENA region
- [Note: Important to get the client’s agreement up front that passive candidate recruiting is a key to success] Because LinkedIn is a professional network, it’s home to both passive and active job seekers Getting passive candidate sourcing right is critical to achieving your recruiting goals Many of today’s best candidates are not looking for a job However Recruiting passive candidates requires a very different approach from recruiting active candidates. While active candidates frequent job boards and seek out many opportunities, passive candidates spend their time networking. They’ll listen to opportunities, but only if it’s the right opportunity for them. LinkedIn is the only platform that can help you recruit both passive and active candidates [NOTE: We should not overlook active candidates as a legitimate source of hire. Instead, focus on how LinkedIn helps you access BOTH these candidates and the tens of millions of passive candidates that can’t be reached anywhere else]
- Implementing this core strategy will help you solve the challenges we discussed earlier. There are three key things companies do to dramatically increase their hiring effectiveness on LinkedIn. The first is proactive sourcing—using LinkedIn to find and engage the very best passive talent. Recruiter is the best sourcing tool out there, and recruiting teams are using Talent Pipeline features to become more proactive in managing pipelines of talent. Since organizations typically don’t have the bandwidth to source every hire proactively, it’s critical to be able to engage talent automatically to scale your recruiting efforts. The second element of the solution is personalized job targeting. Since we know that your target talent is on LinkedIn, we first need to ensure that all your professional roles are on the LinkedIn network. LinkedIn’s matching algorithm will serve up the right job to the right candidate, to ensure that only qualified candidates will be exposed to your open opportunities. The third element is developing a talent brand on LinkedIn. Companies are tapping into their employees’ networks and leveraging company pages to promote their brand and attract talent. These aren’t three independent pillars, but rather three elements of a single solution that reinforce one another. When companies post all professional jobs on LinkedIn, these jobs make their employer branding content more relevant for each candidate. Likewise, communicating a rich talent brand and leveraging employee profiles to connect with candidates creates a more compelling reason for candidates to apply to your job postings. Finally, when candidates understand what opportunities are available and have encountered your employer brand, they’re much more likely to respond to outreach from your recruiters, which makes your team’s proactive sourcing efforts more effective. By adopting this holistic strategy, organizations hire more of the right candidates for their roles.
- So lets discuss how organizations can proactively reach out and attract the best passive and active talent at scale! First of all by building awareness of their hiring efforts and brand. Ads help you build awareness of your company and hiring and follow members wherever they go throughout LinkedIn.com. Secondly, by engaging and building relationships with your target audience through highly targeted Sponsored Updates. Finally showcasing your employment brand, influence member experience by positioning your self as an employer of choice
- Just to recap what we have covered! Recruitment Ads, Sponsored Updates, are all traffic drivers or perhaps invitations. Organizations send out to potential relevant candidates to invite them, to visit their page and view their jobs. Every single LinkedIn member who is exposed to your brand via these channels will end up on your company page! It is where all the traffic will end up so having an up-to-date engaging presence on LinkedIn is crucial! Companies more than ever need to position them selves as an employer of choice. By not branding them selves, companies are missing the opportunity to more effectively engage talent by not personalizing their message to their audience. By developing a Career Page on LinkedIn companies can showcase their employment brand. After networking with your employees, seeing relevant career opportunities, and learning about what it’s like to work at your company, candidates become familiar with you as an employer. If they are interested in what they have learned—if you have successfully engaged them - they may decide to follow your company or browse / apply to your jobs. By following your company, talent is signaling that they wants to get more deeply engaged with your company over time. The career page can automatically tailor your employer branding message to talent in order to engage them more effectively. For example, when engineering talent researches your company, give them engaging, relevant content tailored to engineers. Different target audience can see different content and branding, based on their background and profiles. Imagine that potential candidates don’t need to search for relevant information, based on their profiles the solution can recommend the most relevant content, videos and jobs!
- So Lets look at this from a member perspective, and how your potential candidate will experience it! Imagine your target audience logging in to LinkedIn (via mobile, desktop, tablet) The recruitment Ads will appear in front of every relevant candidate and hit them on their homepage on LinkedIn This slide, on the right hand side you can see an example of Saudi Investment Bank targeting potential candidates and inviting them to follow the company page and view potential job opportunities with in the company. Recruitment ads are intended to increase traffic to your Company Page. Imagine this, as a traffic driver or invitation to your company page
- LinkedIn members are highly active, reading news, visiting employees profile company pages and interacting and engaging in certain groups. Our ad server identifies your specific audience, pinpointing members that are in that bucket When a “target” member visits LinkedIn.com, the ad server serves them the given ad, wherever they go on Linkedin.com Our robust targeting means we can put the right opportunity In front of the right member in the right professional context Regardless what your potential candidate does on LinkedIn, engaging in groups, visiting companies, network with members we can put the right opportunity In front of the right member and help you be top-of-mind among your target audience.
- LinkedIn members are highly active, reading news, visiting employees profile company pages and interacting and engaging in certain groups. Our ad server identifies your specific audience, pinpointing members that are in that bucket When a “target” member visits LinkedIn.com, the ad server serves them the given ad, wherever they go on Linkedin.com Our robust targeting means we can put the right opportunity In front of the right member in the right professional context Regardless what your potential candidate does on LinkedIn, engaging in groups, visiting companies, network with members we can put the right opportunity In front of the right member and help you be top-of-mind among your target audience.
- What they’re really talking about is YOU. About how it feels to own and use these products. About how it feels to be affiliated with these brands. It’s about identity. They’ve put themselves in a whole different league. They’ve lifted themselves above the fray.
- Now hang on a minute you may say. These are multi-billion dollar global brands. My company is nothing like them. This isn’t a fair comparison. It’s true that they are multi-billion dollar global brands, but the beauty of employer brand is you don’t need everybody to know your name. Only the right people. We’re going to show you how you can tap into the power of brand to fundamentally improve your recruiting outcomes. To power your success now and for years to come.
- Pascale: Before I hand it off to our two experts, let me explain why exactly we are here today. Well, through a research conducted in 2012 among over 3,000 talent acquisition leaders in 15 countries around the world, we know the industry understands the importance of a strong employer brand. Our survey showed that 83% of recruiting leaders believe employer brand has significant impact on their ability to hire top talent. And employer branding is not just a matter for large companies; far from it. The same research shows that 2/3 of companies with under 500 employees describe employer brand as a top priority for their organizations. If you’re interested in reading additional trends and attitudes toward employer branding from your peers, you can download our free report on The State of Employer Branding from the link you see on the screen.
- Pascale: Still not convinced? A separate piece of research conducted by our Insights team revealed that a strong employer brand can reduce your cost per hire by as much as 50%, while also boosting your employee retention rates by as much as 28%. Impressive stats that drive home the bottom line impact of investing time and resources into your employer brand. And if you choose not to, you run the risk of letting others influence your candidates’ perceptions of your firm. Whether you like it or not, the talent universe has an impression of your company as a place of work, and social platforms are only making others’ opinions of your firm more visible. Lastly, even in an economy that’s been up and down over the last few years, talent acquisition leaders are doubling down on employer brand. An incredible 91% of those we surveyed last year were either increasing or maintaining their focus on employer brand. And I think 51% were actually increasing their spend. So if you feel like you already battle for top talent today, you definitely want to build a strong, resonant employer brand to keep up with and outpace your talent competitors.
- A lot of things are important, but a company can’t really BE about a lot of things. Your company can’t be about everything or it’s about nothing. You need to look down deep inside. Look at your top performers. Your A players. What drives them? What gets your best people fired up? Why do they work for you? They are top performers… they have choices. They choose to work for you… Why? What gets them jumping out of bed in the morning?
- Pretty simple, isn’t it? Of those who are aware of your organization, what percentage have looked into your career opportunities? It nicely corrects for organization size by starting with total profile views and connections (obviously larger companies will have a larger base), then dials in to what portion of that base has expressed some kind of interest in working for you. It stands to reason that those organizations who have done a good job of cultivating a strong, authentic talent brand will encourage a greater percentage of that base to wonder if there might be an opportunity for right for them.
- Take your talent brand index number and see how you stack up against your competitors. The most relevant comparisons are not necessarily with your business competitors, but with your talent competitors. Those organizations with which you compete for talent. We don’t share specific numbers for other organizations, but we share the results of your competitive set. In this example, you see that you are in the middle of the pack relative to your talent competitors, and you see who we have identified as your competitors based on talent flows in both directions, but we don’t tell you exactly who is who in the interest of privacy.
- How do you compare across functions? You may have a strong brand in some talent pools and need a lot more work in others.
- You can also look across geographic regions if you operate overseas. This can be extremely enlightening as these numbers may vary greatly.
- Talent Brand Index isn’t your only measure of course, but it provides a quick and insightful read on where you are today and on the impact of your efforts as you strive for improvement.
- Alright, let’s return to today’s big takeaways and see how we’ve done. Brand is vital. I really don’t think there’s much room for debate here. Talent acquisition leaders around the world know it, and increasingly, they are acting on it. They are cultivating and projecting a strong, authentic talent brand and they are reaping the rewards. Brand is for every organization. We’ve seen some examples of smaller, lesser-known organizations doing a great job. I’m sure all of you can think of other examples. Brand power recruiting regardless of size; industry; and regardless of location. The time is now. Social media is leveling the playing field and enabling organizations to harness the power of brand like never before. No longer do you need a big advertising budget to get the word out. We are in a very different time now, and the opportunities are HUGE for those who understand them and act on them.
- Jonathan: Whether you share, post, tag, tweet, like, pin, or bust some other social move, it’s important to promote and protect your talent brand. [talk through each rule]