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Construisez votre marque grâce aux clients, aux candidats et aux consultants potentiels.
Le document traite de l'importance de construire une marque employeur en engageant efficacement avec les clients, candidats et consultants potentiels. Il souligne que les recruteurs doivent penser comme des professionnels du marketing pour attirer les talents, en interagissant régulièrement avec leur audience et en publiant du contenu pertinent. Enfin, le document présente une solution d'automatisation pour simplifier le processus de recrutement via des outils tels que le Job Wrapping sur LinkedIn.
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Construisez votre marque grâce aux clients, aux candidats et aux consultants potentiels.
- 2. #intalent Construire Construisez votre marque grâceaux clients, aux candidats et aux consultants potentiels. #intalent
- 3. #intalent Construire Interagir Construisez votremarque grâce aux clients, aux candidats et aux consultants potentiels. Interagissez avec eux pour marquer leurs esprits et vous positionner comme leader d’opinion. #intalent
- 4. #intalent Construire Interagir Recruter Construisezvotre marque grâce aux clients, aux candidats et aux consultants potentiels. Interagissez avec eux pour marquer leurs esprits et vous positionner comme leader d’opinion. Recrutez vos abonnés à des postes qui leur correspondent. #intalent
- 5. #intalent Construire Interagir Recruter Construisezvotre marque grâce aux clients, aux candidats et aux consultants potentiels. Interagissez avec eux pour marquer leurs esprits et vous positionner comme leader d’opinion. Recrutez vos abonnés à des postes qui leur correspondent. #intalent
- 6. #intalent Dans la têted’un professionnel du marketing Priorité à vos abonnés Le recrutement simplifié Programme #intalent
- 7. #intalent Les meilleurs recruteurspensent comme les meilleurs professionnels du marketing. Jeff Weiner, PDG de LinkedIn #intalent
- 8. Les meilleurs recruteurspensent aux postes comme les marketeurs pensent aux produits. Les marques phares poussent les consommateurs à l’achat bien avant qu’ils n’entrent dans le magasin.
- 9. #intalent Pensez-vous que les professionnelsprennent leurs décisions de carrière moins au sérieux ? #intalent
- 10. #intalent Chaque membre suitson propre chemin... Veillez donc à les contacter à chaque détour Publiez du contenu Sondez les universités Gardez le contact et étendez votre réseau Écoutez les influenceurs Participez aux discussions de groupe Recherchez des postes #intalent
- 11.
- 12. #intalent Les abonnés ontun réel impact sur vos efforts de recrutement Talents intéressés Relations durables Porte-parole de la marque 79% des membres s’intéressent aux opportunités d’emploi dans les entreprises qu’ils suivent 64% des abonnés peuvent suivre une entreprise “indéfiniment” 61% des utilisateurs sont plus susceptibles de partager du contenu s’ils suivent l’entreprise #intalent
- 13. #intalent Construire et interagir Sensibilisezvotre audience cible directement dans leur flux d’actualités Amplifiez la portée de votre entreprise API et plug-ins LinkedIn, page Carrières alimentée par LinkedIn #intalent
- 14. #intalent Annonce publiée Ce sontles annonces qui attirent vos abonnés Envoi automatique d’une nouvelle à vos abonnés lorsqu’une offre d’emploi est publiée #intalent
- 15. #intalent Qui a encoreenvie de publier manuellement des offres d’emploi dans LinkedIn Recruiter ? Étape 3 Étape 5 Étape 1 Étape 2 Étape 4 Et si on automatisaittout cela ? #intalent
- 16. #intalent Job Wrapping :mode d’emploi Automatiser les offres d’emploi grâce à Job Wrapping Annonces sur le site client Processus de Job Wrapping Annonces publiées sur LinkedIn #intalent
- 17. #intalent de vos nouveauxemployés qui suivaient votre entreprise avant leur embauche % #intalent
- 18. #intalent Les abonnés entrantssont la clé de votre vivier de talents passifs. #intalent
- 19. #intalent Gérer les abonnésentrants Sauvegarder vos recherche Activer une alerte Utiliser le filtre Abonnés de l’entreprise #intalent
- 20. #intalent Gérer les talentsentrants sur LinkedIn Sauvegarder vos recherches Activer une alerte Utiliser le filtre A rejoint LinkedIn #intalent
- 21. #intalent À la recherchedeConan O’Brien #intalent
- 22. #intalent Garder un œilsur le candidat idéal Icône d’abonné à l’entreprise Recevoir des mises à jour #intalent
- 23. Construire Augmentez le nombrede vos abonnés Interagir Tenez régulièrement informés vos abonnés quant à votre organisation, votre culture et vos opportunités Recruter Les abonnés constituent votre vivier de talents Points importants à retenir #intalent
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Notes de l'éditeur
- #2 Ryan
- #3 Ryan “Build”. This is the first step in the model. Before you can do anything, whether it’s, sell a product, sell a service, or recruit the best talent – how do you do any of this if no one knows who you are? So you need to build awareness. Brand awareness, employer brand awareness, product awareness, talent brand awareness, it doesn’t matter. If no one know WHO you are, you won’t be successful.
- #4 Ryan Now, once people know WHO you are, you have to start engaging them. This is where you move someone down the decision making funnel from KNOWING who you are to LEARNING about you. Just because someone may know WHO you are doesn't mean they’re ready to convert directly to a new hire. There needs to be a relationship built, they need to feel like you’re communicating what they care about. Engagement is all about providing opportunities for top talent to learn more about you through thought leadership, content, imagery, your product & services, etc. Whatever it is, it needs to be compelling to your target audience.
- #5 Ryan People now know who you are, they’ve learned about you and are compelled by your story and what you have to say, so it’s time for you to do what you do best. RECRUIT. Spur your talent to take action and get those jobs in front of them, start messaging them about opportunities, and convert talent at scale.
- #6 Ryan At LinkedIn we pride ourselves helping you do your jobs better. Following this approach will allow you to do so, at scale.
- #7 Ryan Now, what are we going to talk about today? We have a very exciting session lined up for you all, the agenda for today’s sessions will be as follows: We’ll first hear from Sam Wener about how thinking like a marketer will make you more successful and how you can do so by focusing on the pipeline of talent you may ,or may not, know you already have through those people that have already expressed an interest in your organization. Your Followers. I’ll speak to why you should care about Followers and how you can engage them with relevant content by automating your job postings And Sam Morovati will finish the session up by making your jobs easier, followed by some time to allow Q&A. SAM W: Thanks for the introduction Ryan, and thank you all for joining the session today!
- #8 Sam Thanks for the introduction Ryan, and thank you all for joining the session today! I wanted to open with this quote [read quote] because I believe that Jeff Weiner sums the direction of where the industry is going very simply. Recruiters need to start thinking like Marketers. So, this morning, as I was in the shower, mentally preparing for this session […whoa … whoa…. Whoa… Sam M. interrupt me and get weird] Sam W: don’t worry Sam, I promise that this is Talent Connect appropriate…. Now, as I was saying, I was… “preparing” for todays’ session this morning and this analogy weirdly popped into my head. If you were to put a frog into a pot of boiling water, what would it do? [look to audience for an answer]…. correct Now, if you were to put a frog into a pot of warm water and let the water slowly get hotter, what would happen? It would slowly get used to the water as it gets warmer and would eventually boil. Recruitment is very similar… though we’re not looking to boil anyone! I think we can all agree that the best talent is passive. And you’re not going to attract this passive talent by going around by yelling to everyone “ job…job… I’ve got a job for ya”. You have to build a relationship with them, foster a conversation, and in doing so, sell you company. In other words, warm this passive talent up or “warming the water” until their ready to convert to a new hire “boil”. Being in shower, recruiting & boiling a frog analogy Sam make it uncomfortable So… consumer purchase decisions are substantially made in advance… Business purchase decisions are substantially made in advance… Do you think people treat career decisions any less seriously? If you want to hire the best, you’ve got to get out in front of this too. You’ve got to educate and inspire the talent marketplace about your organization and what makes you different from your competitors. You’ve got to think and act like a marketer. If you don’t do this and your competitors do, who’s going to be talking to the best and the brightest? Back to our car discussion, you might make the best car in the world, but if people don’t know you and don’t bond with your brand, very few shoppers are going to step into your dealership.
- #9 Sam In the transparent economy that digital media is creating, your talent, corporate, and consumer brands are indivisible. And it’s the reason why it’s so important to make passive talent 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, 60% of the decision making process is done BEFORE a consumer ever enters a store1. Let’s say someone is 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, its products, or its 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 – maybe from a friend who owns a BMW, who consistently talks about how well designed and efficient it is. Maybe the person is aware of the brand because of the association with travel / touring television shows. Or, that person did research before entering the store to read reviews and feedback from other motorcyclists on the web. 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, traveling across rugged landscapes, mountains, and deserts, and of sophistication and clean lines. All of these touch points influence consumers and make it more likely that they go to purchase BMW rather than a 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.
- #10 Sam W Consumer purchase decisions are substantially made in advance… Business purchase decisions are substantially made in advance… Do you think people treat career decisions any less seriously? If you want to hire the best, you’ve got to get out in front of this too. You’ve got to educate and inspire the talent marketplace about your organization and what makes you different from your competitors. You’ve got to think and act like a marketer. If you don’t do this and your competitors do, who’s going to be talking to the best and the brightest? Back to our motorcyle discussion, you might make the best car in the world, but if people don’t know you and don’t bond with your brand, very few shoppers are going to step into your dealership. The first step in hiring the best talent is our “build” phase. Companies need to start by building awareness. And this is important across all company sizes. Whether you’re a global conglomerate or a small to medium sized business, unless people have visibility into who you are as an organization to work for, why you are as a good place to work, why you’re a good place to work, you’re going to have challenges. So how do you build this awareness of who you are, why you’re a great place to work, that you’re even HIRING? Be where you’re talent is.
- #11 Sam W LinkedIn now has over 313+ million members, and studies show that only about 20% of this audience is ever actively looking for a job. That means the other 80% - 250M+ members – are travelling a different path. They’re: - Gaining insights and consuming insights from influencers, publishing content, researching universities, connecting and networking, etc. Keeping in mind that no 2 candidate journeys are the same. How can you ensure that you are top of mind no matter what the experience is? You need to engage your ideal candidates at every touch point and create a virtuous cycle of engagement, just like a consumer marketer would do in order to promote and sell products.
- #12 Sam W One such way to do so is via Followers. who here is familiar with company followers? [entire audience puts up their hands]. Great! Followers have to pro-actively decide to follow your company. That means that they are already familiar with you as an organization. The “build” stage has already occurred and you can move onto the “Engage” stage with your followers. These should be viewed as leads or a talent pool that you can tap into. So why are your Followers one of the BEST place to start?
- #13 Sam So why Followers? 1) They’re an engaged Talent Pool. Upon surveying our members, we learned that 79% of members are interested in job opportunities from companies they follow In fact, they’re 3X more likely to respond to an InMail and 6X more likely to apply for a job Knowing this, why WOULDN’T you start with your Followers? In fact, in a bit we’re going to dig deeper on pushing jobs and sending InMails to your Followers. 64% of members are committed to the long term. They’re going to follow your company indefinitely. Think about how valuable that is to your marketing team? A pool of potential clients or customers that they can communicate with on a regular basis for EVER! Where else can you find that? You have a committed pool of brand evangelists. They’re more likely to share information or content from the company they’re following. Think about when and why you recommend products to friends…when you have a positive experience, or it makes you feel good. Lets think back to the BMW example I mentioned. One reason someone may purchase a BMW over another car is because they have a friend who owns a BMW, who consistently talks about how well designed and efficient it is. These are examples of Brand Evangelists. And 61% of your Followers are going to do just that for you, be your Brand evangelist. I can’t stress more to you how valuable your Followers and the long-term value of acquiring them. This may not seem like an immediate benefit, but I assure you that Followers are going to help you in the next 12 months. I bet over 85% of you will end up hiring at least ONE Follower in the next 12 months.
- #14 Sam W. Everyone of you that have a company page have Followers. Even if it’s one. The more engaged you are on LinkedIn, the more your Follower base will organically grow. There are ways that you can amplify this growth. No matter the path a member takes on LinkedIn, everyone starts in the same place, on the home page. Our clients that are seeing some of the strongest success is following the “Build, Engage, Recruit” model and influencing a members experience by amplifying the reach of your company’s brand, jobs, content, and acquired Followers through pro-actively promoting members to convert them into following their company through social advertising. Generate Follower engagement with messaging. Status updates are free to send to all followers (which you also have the ability to target). Partnering with your LinkedIn Relationship Manager you can get a deep-dive into WHO your followers are. And we see up to a 400% increase in candidate conversions with targeted content. What if you don’t think, or you don’t have, relevant Follower? Or enough of them? Well you can continue pushing out the content you’re already doing on a regular basis, but you can promote it to your non-Followers through Sponsored Content. In fact we have a growing number of case studies from clients, just like you, that are seeing some of there strongest conversions coming from pushing out sponsored content. Another fantastic way to build your Follower base, and one that is free, is through our Follow Company Plug-In. It’s available to everyone through the developer.linkedin.com site under “plug-ins”. In a few easy steps you can have a Follow Company button on your Company Website or Careers Page. Imagine how many Followers you can gain if even 50% of your Company and Career Website traffic converted to Followers! As one take-away from today, I encourage everyone in this room to go to developer.linkedin.com, under the plug-in section, add the “Follow Company” button to your website. I’ve spoken to you about why Followers are important, shared some best practice on how to acquire new Followers, and a bit on how to engage your Followers. I’m not going to turn it over to Ryan Buhs who’s going to talk about how other ways you can, and likely already are, engaging your Followers to get the strongest impact from all your hard work. Ryan…
- #15 Ryan
- #16 Ryan
- #17 Ryan Automatically post jobs from your career site or ATS to your LinkedIn job slots No manual posting: reduces recruiter time and effort Maximize utilization of your job slots with a contingency backfill Automate all updates and renewals
- #18 Sam M Got followers? They are your passive-interest pool! We have the data to show you what % of new hires, with LinkedIn profiles, were following your company before being hired. New hires that are followers of your company before being hired: 28%
- #19 Sam M How to manage inbound followers They are your passive-interest talent pool! How to unlock followers
- #20 Sam M How to manage inbound followers They are your passive-interest talent pool!
- #21 Sam M How to manage LinkedIn inbound talent They are your passive-interest talent pool!
- #22 Sam M Getting that needle-in-the-haystack candidate
- #23 Sam M
- #24 Build: Sam W Engage: Ryan Recruit: Sam M