chris skinner from avanade on employee engagement & linkedin

© 2013-2014 Avanade Inc. All Rights Reserved.

Employee Engagement and LinkedIn

3rd July

Chris Skinner


Agenda

Who are Avanade?

Optimizing LinkedIn Profiles

LinkedIn Showcase Pages


Who are Avanade?

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We are a worldwide provider of business technology solutions and managed services

More than 20% average yearly

growth since our inception in 2000

More than 70 locations in more than 20 countries

Realized 95% satisfied customers

21,000 employees

More than $2B in revenue

• Committed to the Microsoft Platform• Founded on a unique alliance• Passionate about using technology

to deliver results that matter• Serving mid to large organizations in

all industries

80% owned by Accenture

20% owned by Microsoft


LinkedIn Optimization


Back in the day

Early 2013

98% of Avanade employees have a LinkedIn profile

LinkedIn is #5 for total number of hires (behind ERP, agencies, job boards and Search Engines)

370,000 people visiting LinkedIn career profiles each year

370,000 visitors are left alone

LinkedIn is #2 channel source for lowest attrition (behind ERP)

How can we maximize impact of LinkedIn?


LinkedIn WorkWithUs advertising

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Began WorkWithUs advertising – all countries / all languages

Candidates Careers Site

Employees ERP site


Why Optimize LinkedIn Profiles

To increase traffic to Avanade profile pages, employees encouraged to optimize LinkedIn profiles by inserting the right content / “bait” - Company url’s- Company e-mail address- Text around which skills Avanade Are looking to recruit from

Entire process takes 2-3 minutes

What’s in it for Avanade?- More traffic / clicks- More higher quality job seekers- More ERP hires

What’s in it for employees?Increase their networksIncrease their ability to refer people to Avanade


Instructions & Promotion

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Results of optimization campaign?

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Mar 2014 Jun 2013 Aug 2012 Change Since 2012

Avanade Employees With Profiles 7,599 6,716 5,543 37% growth

Unique Visitors to Employee Profiles 48,321 41,562 31,001 56% growth

Total Views of Employee Profiles 102,267 85,830 67,879 51% growth

• >2,000 employees have optimized profiles (c.33% of onshore wfce.)

• Advert CTR is 0.27% - well above the industry average of 0.05%

• Employee referral rate was 20% at start of campaign / now at 27%

• 80% increase in LinkedIn hires (FY14 compared to FY12)

• LinkedIn is #3 for total number of hires (behind ERP and agencies; above job boards, direct sourcing and Search Engines)


Results / Learnings

Use local employees to promote locally

Local language always best

Don’t overkill with competition – every 2/3 months ok

Promote it to your advantage too – Avanade marketing award

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LinkedIn Showcase pages


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What are LinkedIn Showcase Pages?

A new offering launched in Nov 2013 as a way for brands to promote a particular product, service or business unit

Showcase Pages hang off a company’s main LinkedIn page

Great examples of Showcase Pages:Microsoft DynamicsAccenture Strategy

https://www.linkedin.com/company/microsoft-dynamics

https://www.linkedin.com/company/accenture-strategy


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What are the benefits of a LinkedIn Showcase Page?

Create a presence on LinkedIn dedicated to your region / language

Customize messaging and content for your audience

Grow a community that is based in your country/region

Access to analytics that track a variety of metrics- Engagement (likes, comments)- Reach of content (impressions)- Follower demographics (seniority level)- Number of page views and unique visitors

Show recruiting and marketing content

Showcase pages are completely free - no cost to maintain them** (despite what LinkedIn tell you…..)


10 Tips for Posting Content

Provide value to your audience and summarize key takeaways for them

Make it visual and be sure each post has an image

Write well and check your posts for errors before hitting publish

Make your posts fun and entertaining using a light tone / voice

Convey excitement when sharing things like awards and events

Track the response rate of posts to see what resonates with followers

Once you’ve built a community, ask questions to engage your audience

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Avanade Showcase Pages


Results / Learnings

All 20 Avanade regions have showcase pages

1,000 employees have signed in 7 days

Over 3,000 followers overall and growing rapidly

Early indication are that levels of engagement are high

Local promotion and content are key

Ensure everyone is trained / saves a lot of time and hassle

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Questions?

chris skinner from avanade on employee engagement & linkedin

Retail

avanade employees

avanade showcase pages

avanade regions

skills avanade

linkedin profile linkedin

avanade profile pages

linkedin optimization

avanade marketing award