Presentazione eseguita da Stefania Romeo il 9 settembre 2015.
Come i social media trasformano l'approccio al recruiting, permettendo di costruire un seguito di candidati interessati al proprio brand da assumere in modo più veloce ed efficace.
6. Mobile traffic
50%
<2%
mobile traffic is calculated as a % of LinkedIn member-only unique visitors; calculated using Q4 average for each year
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
7. 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
8. 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
9. THE BEST RECRUITERS
ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY2
10. are passive and not
looking to move
80%
60%
of them are open
to opportunity!!
14. ACCELERATE
FOLLOWER GROWTH
Reach out to potential
candidates and convert
them into followers
BUILD
TARGETED
CAMPAIGNS
300% Follower base
increase
- Symphony Teleca
17. IMPROVE YOUR FOLLOWER ENGAGEMENT WITH
RELEVANT MESSAGINGENGAGE
Page visitors see
the content that is
relevant to them
≤ 400%
increases in candidate
conversions achievable
with targeted content
CAREER
PAGES
IMAGES
JOBS
VIDEO’S
18. KEEP YOUR FOLLOWERS
UP TO DATE
Your potential audience
347M
Ensure you are
always top of mind
Relevant content
Encourages likes
& shares
ENGAGE
CONTENT
UPDATES
19. 19
380M+
(+2 every sec)
Company’s
reach
Sponsored Updates
reach the entire LinkedIn
network
LinkedIn Member Population
Company Updates only
reach your pool of followers
ENGAGE
SPONSORED
UPDATES
BUILD THE SAME RELATIONSHIP WITH MEMBERS
OUTSIDE COMPANY REACH
20. ACCELERATE YOUR
ENGAGEMENT REACH
uplift in click through
rates for updates25%
the usual
content traffic3x
Reach a wider audience
before you even have
them as followers
ENGAGE
SPONSORED
UPDATES
21. CREATING ‘FOLLOWERS’ WILL
FUEL YOUR SUCCESS
? ? ?
? ? ?
? ? ?
What good is a post
on Facebook if you
have no friends?
Followers are more
likely to recommend
your business2.5x
95% Followers are 95%
more likely to respond
to an InMail
of members are interested
in job opportunities from
companies they are following79%
23. PROACTIVELY SOURCE
CANDIDATES & CONSULTANTSRECRUIT
RECRUITER
Increased access to
the network
Reach out
using InMail
Workflow and
Collaboration tools
95%
Followers are
78% more likely
to respond to
an InMail
25. PROMOTE YOUR JOBS TO THE BEST
CANDIDATES & CONSULTANTSRECRUIT
RELEVANT
JOB POSTS
Only the most suitable
candidates will see your jobs
Job posts are a great
engagement tool
Job visibility can be increased
with Sponsored Jobs
of members are interested
in job opportunities from
companies they are
following
79%
26. Followers
Time
BUILD, ENGAGE AND RECRUIT
FOR SUCCESS
RELEVANT
JOBS
CAREER
PAGES
TARGETED
MEDIA
EMPLOYEE
ADS
RECRUITER
CONTENT
UPDATES
BUILD ENGAGE RECRUIT
Buongiorno a tutti e benvenuti al webcast di oggi: Come attrarre e coinvolgere i migliori studenti e neolaureati attraverso LinkedIn.
Inizierei con l’introdurre i due relatori di oggi: mi chiamo Cristina Arbini e lavoro in LinkedIn come consulente employer branding e delle soluzioni media per le aziende nostre clienti LinkedIn in Italia e In Spagna
+ Francesco si presenza
Our mission: 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.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
Our mission: 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.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
>2 New members per second as of 4/18/14 based on internal estimates
186M Monthly unique visitors for Q1 ’14 according to comScore using LinkedIn + SlideShare
http://press.linkedin.com/about
Lets start by understanding why people use LI and our value proposition to our members.
Identity
Network
Knowledge
Linkedin non è un database – Social media
Perchè usiamo I social media? Facebook per esempio ha l’idea di costruire una community di amici e condividere temi e contenuti rilevanti per loro affinchè questi rimangano ingaggiati e connessi con te
LinkedIn funziona alla stessa maniera, non è differente come social: si tratta quindi di costruire un ECOSISTEMA di follower interessati a ricevere info e comunicazioni rilevanti per loro che sono interessati al tuo brand e la tua azienda
Inoltre il social web ha drasticamente cambiato le nostre abitudini e come noi “processiamo” le info e prendiamo le decisioni e cerchiamo lavoro. Ci aspettiamo che le info che ci arrivani siano personalizzate e rilevanti per noi. Crediamo che le social platform ci possono aiutare a fare acquisti e prendere decisioni (esempio TRIPADVISOR)
We are so research focused now and have so much more information that 57% of the decision to ‘buy’ is now made before any commercial contact with your business.
Se vogliamo quindi INGAGGIARE il nostro target la nostra audience dobbiamo iniziare a pensare come marketer.
OPERARE COME ESPERTI DI MARKEETING - Bisogna pensare di costruire una RELAZIONE con persone che sono passive e non HANNO ANCORA MATURATO ad ACQUISTARE/CAMBIARE LAVORO – bisogna quindi NUTRIRE l’audience di contenuti per avere risposte POSITIVE -
LinkedIn gives you access to over 300 million professionals world wide – but as we all know they are not all interested in a now job but are open to relevant opportunities.
You need to think about passive candidates as people who are not yet ready to buy your services.
il modello marketing ribaltato sul modello di recruitnig
I tre passi della strategia adotatte dalle corporate su linkedin PER IMPLEMENTARE IL SOCIAL MEDIA FUNNEL
IDENTIFICHIAMO E RAGGIUNGIAMO I PROFESSIONISTI D’INTERESSE PER NOI
LI INGAGGIAMO CON CONTENUTI RILEVANTI PER LORO
ALL’OCCORRENZA LI RECLUTIAMO PARTENDO PROPRIO DALLA BASE DEI FOLLOWER
So to start to warm up and nurture your core audiences we need to market your company and start to grow your Followers.
To achieve this we take a brief from you in terms of really understanding who exactly is your key market in regards to clients and candidates.
We then target them with a highly effective and relevant advertising campaign. The goal of this is to promote your brand but more importantly, grow your Followers
We then leverage your most valuable and networked asset – your employees.
Each month your employees are receiving nearly 2,000 views to their profiles from LI members who are potential candidates, clients and consultants. Currently when they view your employees they are shown a generic ad campaign.
We turn this missed opportunity into a marketing opportunity by encouraging these guys to Follow your company or apply for a relevant job.
Lets take a look in a little more detail who is looking at your employees.
STARTS WITH BUILD BOLD AND THEN TRANSITIONS TO ENGAGE
Il secondo ASSET è la presenza della CORPORATE
I contenuti dinamici del TAB CAREER saranno rilevanti per la tua audience: siano I follower candidati, clienti o partner.
Video content, immagini e job per ingaggiare I follwer
Chi investe nella costruzione di contenuti avrà un risposta molto alta dal propio audience in termini di risposta alle inmail e ai job
CON LA PAGINA CAREER DI (dinamica a secondo di chi la visita) LINKEDIN PUOI FARE QUELLO CHE FAI DURANTE COLLOQUI: DARE MESSAGGI DIVERSI A PERSONE DIVERSE
Con un approccio strutturato di updates rilevanti sarete in grado quindi di influenzare la decisione di ACQUISTO dimostrando la vostra esperienza e il valore che avete nel vostro mercato di riferimento. Sarà più facile per I consulenti ottenere delle risposte quando contatteranno I candidati (reputation and partnership)
Marketing virale – good people know good people
Come fare per costruire una base follower importante?
SPONSORED UPDATES
UPDATE al di fuori della base follower con possibilità di targettizzare nuovi utenti.
Call to action direttamente sull home page degli utenti
FONDAMENTALE PER RAGGIUNGERE I MILLENIAS (SMARTPHONE)
Paesi in via di sviluppo (cina e india) l’utilizzo dello smartphone e tablet rispetto al pc
Your goal should be to grow your Follower's on LinkedIn – by building relevant Followers you will be far more successful both placing candidates and winning new business
L’UNICA soluzione ingegnerizzata è la RECRUITER: accesso illimitato a tutta la piattaforma GLOBALE
L’UNICA Soluzione di ricerca e gestione del processo di ricerca e selzione
Piattaforma globale: lavorare in team ma anche in autonomia..
Costruendo la base e ingaggiando I follower la response rate agli annunci diventerà più alta
Il follower è 3 volte PIU FELICE di un NON FOLLOWER di rispondere ad un annuncio
So LinkedIn has all three of your core audiences to help your business be successful. By building your Followers from candidates, clients and consultants you will achieve far higher results and the strategy you need to deploy for each of these is around the concept of “build, engage and recruit”.