linkedin day london - 2014 and beyond: building your brand and business at scale

Growing Your Brand Online

What you can do to make your business more successful online

Alex Charraudeau

@alexCharraudeau

Last update: January 8, 2013

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Alex Charraudeau

Ex-recruiter

6 years as a recruitment marketing guy

Web design, development, brand strategy, search marketing, email

marketing, social media strategy

At LinkedIn I help recruiters get the most out of LinkedIn

@alexCharraudeau

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Agenda

1. What is happening in online recruitment

2. What is your brand?

3. Build, Engage, Recruit

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The best recruiters act like marketers…

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The means by which messages get from one individual to another.

An idea, practice, or object that is perceived as new by an individual or

other unit of adoption.

Rate of adoption is the relative speed with which an innovation is adopted by

members of a social system.

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Victory has made you weak.

Oh, you think darkness is your ally.

But you merely adopted the dark; I was born in it, moulded by it.

I didn't see the light until I was already a man, by then it was nothing to me but

blinding!

Build Recruit

1 3

Build your brand,

your platform

and talent pools

Pick up leads,

make placement

and hire staff

Build Engage Recruit

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Build your brand,

your platform

and talent pools

Demonstrate why

they should do

business with you

Pick up leads,

make placement

and hire staff

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Build

This is the essence of your brand.

– Why do you exist?

– How are you different?

– What is your unique selling proposition?

– How do you communicate what your consultants do?

– What are your values?

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Build

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A brand is simply an organization, or product or service with personality

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Build

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Who knows you?

What do people see when they research you today?

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Engage

LinkedIn employee profiles

Company Page and content

Career Page

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Engage

Understand the size

of the audience

Select an audience that

is relevant to the content

Content gets pushed only

to the relevant audience

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Engage

88% of members would follow a company.

71% of members will follow a company for jobs.

78% of company followers are more likely to respond to an InMail.

Members will follow up to 6 companies on average.

64% of followers would follow companies indefinitely.

Followers are 2.5x more likely to recommend your business.

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Engage

Over 2 billion updates are seen weekly across LinkedIn.

68% of members expect to see relevant and insightful content on

LinkedIn.

Content gets 6x more engagement than jobs.

41% of LinkedIn traffic comes from mobile devices. Followers can

be marketed to wherever they are.

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Engage

Short and sweet. 50 characters or less drives 28% more

engagement.

Include links. Status updates with links get 45% more engagement.

“Best of” and “Top 10” lists are in. They will increase amplification

by about 40%.

Ask questions. Want 50% more comments? Then ask a question.

Get it?

Video content will get 100% more engagement.

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Engage

Measure how your amplifications increases.

Aim for engagement to be between 1 - 1.5%.

Watch how your followers increase.

Roughly 33% of your impressions should come from non-followers

through amplification.

Post regularly. Unless you are posting several updates a week you

won’t reach all of your audience.

Share good quality content. Feel proud of what you are doing on

LinkedIn.

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Recruit

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Recruit

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Recruit

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1 2 3

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Recruit

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16%

30%

16%

50%

Engaged with

Your Brand

No Engagement

with Your Brand

Engaged with

Your Brand

No Engagement

with Your Brand

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5 Steps For Your Business

1. Build your brand

2. Build your foundations

3. Engage with your audience

4. Convert clients, candidates and internal hires - Recruit

5. Analyse, review, improve

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www.opusrs.com

Building a Business and a Brand.

www.opusrs.com Building a Business and a Brand

Introduction

o Founded and Grown Multiple Multi-Million pound Recruitment Businesses

o Opus Recruitment Solutions Ltd – 2008

o Virgin FastTrack 2012, 2013, (2014 Pending)

o Accelerate250 – Founding Member

o Recruitment International Entrepreneur of the Year 2013

o Recruiter Hot 100 – 2012, 2013

o Recruitment International – Top250

www.opusrs.com Building a Business and a Brand

Opus – The Story

www.opusrs.com Building a Business and a Brand

Business v Brand

o Are they separate?

o Yes…. No…. Yes.... No

o Your brand needs to genuinely represent who you are and what you do.

o Or it’s fake!!!

o Internal buy-in – Belief Culture

www.opusrs.com Building a Business and a Brand

Business

o Organic Growth

o Commit to Growth – It’s Hard work and Costs Money!

o Commit to Raise Investment Capital (Do Deals!)

o Opus Growth Strategy. 1. What we know 2. Diversification (New Markets) 3. New Geographical Markets (International)

www.opusrs.com Building a Business and a Brand

Business – culture, culture, culture

o Culture o ….And Belief in the culture to achieve goals!

o The Score Takes Care of Itself – Bill Walsh

o Competition - Great Game of Business – Jack Stack

o Continuous Improvement – Kaizen / Kanban o Tiger Woods (Hank Haney) o Sir David Brailsford – Marginal Gains

o Hard Work

o Daley Thompson “I used to train on Christmas day because I knew my rival wasn’t”

www.opusrs.com Building a Business and a Brand

Brand

o Is this currently a waste of time??? o Business Cards o Logo o Marketing Brochure

o What Brand do you want?

o Get the Brand right – don’t be afraid to change it! (we have had 3 in 6

years)

o How do you want to be positioned and thought of? o Opus – Decided we wanted to be;

o a place that IT Professionals feel comfortable o a ‘thought leader’ o Perceived as adding value

www.opusrs.com Building a Business and a Brand

Brand – Social Networking

o Our New Playing Field Have a strategy! You need to be proactive you can’t just sit and wait…. Decide how you want to use Social Media Linkedin, Twitter, Facebook, Google+, YouTube.

www.opusrs.com Building a Business and a Brand

Brand

o Company Page for years o 260 Followers 12 months ago o Now – 5600 (65 Employees on Linkedin) 2008, £13.7m o G2 – 2251 (83) - Founded 2003, £43m t/o o Computer Futures - 6814 (746) – Founded 1986, group t/o £577.5m 2012 o TJC – 1260 (93) – Founded 2003 – t/o c£17m (HB £400m) o GCS – 2261 (323) – Founded 1991 – t/o c£40m o Computer People – 5202 (619) – Adecco €20.5Bn.

www.opusrs.com Building a Business and a Brand

Brand

Twitter o Opus 10,500 followers Comparisons: o G2 – 1079, Hays – 2790

o Talentcubed – 10,400 followers o Milkround – 10,400, @graduatejobuk - 2790

Facebook Opus – 10,365 Likes……. TJC 76, Computer Futures 421, Sthree Careers 1376

www.opusrs.com Building a Business and a Brand

Brand - Other

www.opusrs.com Building a Business and a Brand

Brand

Employees Share your strategy with them and encourage them to participate. Put yourself forward – Days like today!... Good things come from it!