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Why Followers Should be a Key Piece of Your Talent Acquisition Strategy

#hiretowin

Jamie DraytonSenior Consultant, Brand Strategy and Media Solutions

Let’s discuss

©2016 LinkedIn Corporation. All Rights Reserved.

1. Why Followers matter

2. Full cycle Follower strategy for Talent Acquisition

a. Attracting the right Followersb. Nurturing Followers with content marketingc. Converting Followers to hires

3. Measuring success

LinkedIn continues to grow rapidly and reach wider audiences

300M+ members

3,000+diversity groups

24languages

200+countries and territories

414MM+members

55% of LinkedIn’s traffic is now coming

from mobile

Member are consuming 6X more

content than jobs

Mobile engagement rates are ~5x higher

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Why you should care about your Followers

3xFollowers are more likely to apply for jobs at companies they follow

95%are more likely to accept InMails from companies they follow

79%Want to receive career opportunities from the companies they’re following

Source: LinkedIn Study 2015Question 1: “What information about a company would you like to receive in your LinkedIn network update stream?”Question 2: “What information would you be likely to share with people in your LinkedIn network?”

InMail Acceptance Rates by Recipient Engagement*

*up to 60 days prior to receiving an InMail

NEW DATA!

Increased engagement with your brand improves the effectiveness of proactive outreach from your recruiters

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Increased engagement with your brand improves the effectiveness of your JobsJob Apply Rate* by Recipient Engagement**

*Job apply rate is calculated as (unique job applicants) / (unique job viewers)**up to 60 days prior to viewing one of your jobs

NEW DATA!

12.9%

17.6%

NEW DATA!

My goal is to help you grow this number

(LinkedIn can provide this data point to all clients)

AWARENESS

ENGAGEMENT

POTENTIAL CANDIDATES

LEADS

HIRES

How can you get the most value from your Follower strategy for Talent Acquisition?

(a)Attract the right Followers (b)Nurture them through the

Talent Acquisition funnel(c) Convert the best to hires

In2013…What’sourFollowergrowthlooklike?

Are you attracting the right Followers?

Organic Targeted

?vs.

Are you attracting the right Followers?

NEW DATA!

How can you attract more of the right Followers?

How can you attract more of the right Followers?

1. Be strategic about your content marketing program to attract quality Followers organically

• Good posts engagement viral distribution more Followers

2. Company pages, career pages, and job posts are all gateways to attract Followers – more traffic to those destinations will attract more Followers

3. Add the Follow Company button to your website

4. Leverage paid programs to attract targeted Followers

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to

attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer

action.”

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to

attract and retain talent.”

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Refresher: What happens when an update is posted

Start here

Be sure to include an image, video,

presentation or link

Target you update to ensure your Followers are receiving relevant

updates

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Upon posting, three things happen

3. It pushes out in to the newsfeeds of your

Followers

1. It displays at the top of the feed on your

company page

2. It displays in the Recent Updates section

of your Career Page

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Good posts earn viral distribution and attract Followers

Company ABC posts an update to all its Followers

The post is eligible to all 26,102 Followers

The post is viewed 9,635 times and 45 people click on it

+3 new Followers +5 new Followers +6 new FollowersMembers in those networks become Followers when posts resonate with them

For each Like, Share and Comment, the post earns viral distribution to the networks of those that engaged

Follower’sNetwork

Follower’sNetwork

Follower’sNetwork

Be strategic about your content marketing program to attract quality Followers organically

The strategy must havean ownergoalsan execution plandata/metrics

Leverage existing best practice documents to build your own customized plan

1. Alwaysincludeaclearcalltoaction2. Askthoughtfulquestionstoincludeyouraudience

3.Alwaysincludeanimageorrichmedia

4.Post videos to encourage sharing

5. Giveyourtargettalentapeekbehindtheofficedoor6. Enthusiastically respond to comments7. Avoid over-targeting8. Monitor,analyzeandrefineyourstrategy9. Share your content across all

social platforms10.Haveaplan/calendarbutalsobe

readytostrayfromtheplan,particularlyaroundtimelyevents

10 Content Marketing Best Practices

Company pages, career pages, and job posts are all gateways to collect Followers (on desktop and mobile)

Add the Follow Company button to your website

https://developer.linkedin.com/docs/company-pages

How can you attract more of the right Followers?Leverage “Grow your career” recruitments ads to collect targeted Followers

How can you collect more of the right Followers?

When content is sponsored, you can target your message across the entire LinkedIn network

Leverage Sponsored Updates to collect targeted Followers

How can you collect more of the right Followers?Rich targeting gets your invitation only to the right audiences

Convert the best to hires

How do you convert Followers to hires?

“Visit our career page”

“Attend our hiring event”

Incorporate interesting job posts in your mix

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Convert Followers to hires in Next Gen Recruiter

©2012 LinkedIn Corporation. All Rights Reserved.

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Filter just by Followers

©2012 LinkedIn Corporation. All Rights Reserved.

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Filter just by Followers

©2012 LinkedIn Corporation. All Rights Reserved.

Tracking/Metrics

NEW DATA!

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Many Followers are active job seekers

of your New Followers found new opportunities after they started following your company

9123

NEW DATA!

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Your Followers

This data is based on the last 12 months

Top Companies Hiring your followers

NEW DATA!

Are you attracting the right Followers?

NEW DATA!

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Track targeted follower change as part of overall follower growth

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See how you compare in Company Page Analytics

YourCompany

Competitor A

Competitor B

Competitor C

Competitor D

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logo

logo

logo

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Trajectory Analysis

Expected Trajectory

Actual Numbers

Year over Year (YoY) Tracking

Key Takeaways

1. Followers are a valuable audience with expectations

2. Have a strategy (Attract, Nurture, Convert)

3. Deliver a targeted and authentic content marketing program 365 days/year

4. Use data to optimize your approach