5. Job Seasonality* isn’t the same for all markets – In Europe the most new
hires start jobs in January and September, with a smaller spike in June
5
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
JobStartSeasonality
Italy 2012-2014 Avg Europe 2012-2014 Avg
7. LinkedIn: A global pool of talent
4M+
INDONESIA
3M+
PHILIPPINES
2M+
MALAYSIA
1M+
SINGAPORE
1M+
SAUDI ARABIA
22M+
BRAZIL
118M+
UNITED STATES OF
AMERICA
11M+
CANADA
31M+
INDIA
7M+
AUSTRALIA
1M+
NEW ZEALAND
4M+
SOUTH AFRICA
1M+
UNITED ARAB EMIRATES
19M+
UNITED KINGDOM
10M+
FRANCE
8M+
ITALY
2M+
BELGIUM
1M+
DENMARK
4M+
TURKEY
5M+
NETHERLANDS
2M+
SWEDEN
7M+
SPAIN
13M+
CHINA
400M+
Members
worldwide +2 New members per second
8. Knowledge
The definitive professional
publishing platform
Network
We connect the world’s
professionals
Identity
The professional profile of
record
Professionals come to LinkedIn to develop their careers,
not just to find jobs
9. 75% of members are considered passive candidates – but most are
open to considering a new opportunity
Open to talking to a recruiter
Completely satisfied; don’t want to move
Reaching out to personal network
Actively looking
Casually looking a few times a week
12%
13%
15%
45%
15%
Sweet Spot
Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries
11. Great recruiters think about jobs the
way marketers think about products
Strong brands move people toward
purchase long before they enter the store
12. Your company’s reputation as a place to work is the single most
significant and strongest driver of job consideration
17%
The company has
a reputation for
great people
7%
The company has
a reputation for
being prestigious
20%
The company has a
reputation for great
products and services56%
The company has a
reputation as
a great place to work
Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries
13. Employer Branding is a form of Marketing
Goal
Audience
Messaging
Call to Action
Customer
Journey
Sales / Fidelity Hires / Retention
Prospects and
customers
Candidates and
employees
Consumer Value
Proposition
Employer Value
Proposition
Purchase our products
or services
Come work with us /
Stay with us
Awareness Interest Intent
Purchase
Awareness Interest Application
Hire
Marketing Employer Branding
23. Follower Insights
Growth 1 July – 1 November 2015
Growth
Italy 57%
US 51%
UK 56%
China 104%
Spain 146%
France 73%
Turkey 116%
Switzerland 89%
Germany 79%
30. 30
Recruiting on LinkedIn in Three Steps
Build Engage Recruit
+12,708 high quality and relevant
new followers from specific industry
in desired Geos
+76 job views/week
+1,000 career page
visits/week
+170 interested
candidates
LinkedIn is the only place on the web where you can recruit both passive and active candidates
Traditional job boards provide access to only the 30% of professionals who are actively looking
LinkedIn provides access to both these, and the over 70% of passive candidates who are not actively searching on job boards.
Many of these members are the people you’re interested in hiring, and you are already hiring people who are on LinkedIn
We know this because we can track every time a member changes his or her profile to your company
Active candidates are also an important source of hire, but LinkedIn helps you access BOTH these candidates and these tens of millions of passive candidates can’t be reached anywhere else.
They’re on LinkedIn because we provide them with the tools to help our members show the world who they are, benefit from who they know, and build on what they know so they can accomplish more in their professional lives.
Our goal to connect the world’s professionals also means that the majority of our members are not coming to LinkedIn only to look for a job – they are here networking with colleagues, keeping up to date on their professional news, with companies they are interested in.
LinkedIn recently released results from our 2014 Talent Trend survey of more than 18K+ global professionals on LinkedIn. We concluded that 75% of LinkedIn’s members are considered to be passive candidates – but most are open to considering a new opportunity, either by reaching out to their personal network or open to talking to a recruiter. So while most members on LinkedIn aren’t actively seeking a new role, you have the chance to influence their consideration of your company as a place to work.
More on Talent Trends: We surveyed 18,000+ fully-employed professionals in 26 countries around the world to understand their attitudes to jobseeking, career evaluation and career management.
Question: How would you describe your job search status?
And it’s the reason why it’s so important to make these people aware that you are hiring, and to influence the conversation with these individuals long before they come in your door for an interview.
This is the same as the world of consumer marketing. Let’s say someone in the market for a new BMW motorcycle.
It’s pretty unlikely that the customer walked into the store without any prior knowledge of BMW, their products or their brand.
For most people the decision may not have been made entirely in advance, but it certainly wasn’t all made in the store either. That person went in with a lot of information already in their minds – maybe they have a friend who owns a BMW, and consistently talks about how well designed and efficient it is. Maybe they are aware of the brand because of their association with travel / touring television shows. Or, that person did their research before entering the store to read reviews and feedback from other motorcyclists on the web. P
Perhaps also they have an emotive attachment to the brand. Whereas classic Harley Davidson speaks of over the top unnecessary design, big straight highways, beards and bandits – BMW speaks the opposite of careful utilitarian design, travelling across rugged landscapes mountains and deserts and of sophistication and clean lines.
All of these touch points influence the consumer, and make it more likely that they go to purchase BMW than another bike from a lesser known manufacturer.
Successful Talent Acquisition teams think about jobs the way marketers think about products. By knowingly building, communicating and managing a Talent Brand strategy, you can influence candidates’ perception of your company well before they are ready to consider a new job.
And when these members do consider a new job, the biggest driver of job consideration – above great products, people, or known prestige – is your company’s reputation for being a great place to work.
This is what leads me to Talent Brand, and why it’s so important. Understanding and defining your Talent Brand will help you to not only be aware of where you stand today, but help you to influence your reputation to these potential candidates, so more of these members consider your company for their next opportunity.
Employer branding is, at its core, just a type of marketing aimed at driving people to become employees of your company.
(Animate)
If we break down the key components of marketing (goal, audience, messaging, and call to action), we can easily see how we can use these to define an employer branding strategy that will take people along the journey to becoming your employee.
(Animate)
Let’s take a look at how each of these things works in the context of marketing vs. employer branding.
What is your goal? In marketing it is to generate sales. In employer branding, it’s to generate hires.
Who is your audience? In marketing, it’s prospects and existing customers. In employer branding, it’s candidates (or potential candidates) and your own employees.
What’s the core of your messaging? In marketing, it’s your consumer value proposition. In employer branding, it’s your employer value proposition.
What’s the call to action? In marketing, it’s to purchase products or services. In employer branding, it’s come work with us!
What path does the customer or candidate take to ultimately make a purchase decision or accept an offer? The first two stages are the same for both marketing and employer branding: awareness and interest. Customers then go on to intent and purchase while candidates go on to the application and hire stage.
As you can see, both marketing and employer branding break down to the same components. Understanding this can help facilitate collaboration between your talent acquisition and marketing teams because it puts you together on common ground and speaking the same language.
Implementing this core solution will help to develop your talent brand, strategically source, and target the right candidates with opportunities.
There are three key things companies do to dramatically increase their hiring effectiveness on LinkedIn:
The first is 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 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.
Adopting this holistic strategy will help an organization to hire more of the right candidates for their roles.
So, your LinkedIn strategy should consist of three very simple steps.
We have a series of products that help you on every step of this journey, and these combined will help you drive significant results when engaging with clients, candidates and consultants.
We help you leverage the power of your own employees to build your Followers as well as sending targeted advertising campaigns to your key audiences.
We then provide you with means that help you communicate and engage with your Followers with relevant content
And finally equip you with the tools to help you do what you do best – recruit.