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Employer Branding on LinkedIn@LinkedIn
©2013 LinkedIn Corporation. All Rights Reserved.
Ali MatarHead of Talent Solutions
Introducing LinkedIn
Am I just one brand?
Entertainment / Socializing: friends and family
Social Network: Professional Network:
Professional Affiliations
Education
Industry
Function/Title
Geography Knowledge/Productivity: business colleagues
About LinkedIn
1 As of August 2 2012
200 million members
>5 million members in MENA
2 new members every second
• 5M+ members in MENA
• Top 3 Industries• Construction• Oil & energy• Information technology
LinkedIn’s presence in MENA and UAE
5
Top 3 Companies in MENA
Our vision
Create economic opportunity for every professional in the world
Our Mission
Connect the world’s professionals to make them more productive and
successful
The value we bring to our members
Identity. Insights. Everywhere.
Identity
2B+ Network UpdatesViewed Weekly1M+ Professional
Groups300K UniquePublishers
Insight
2M+ Company Pages
Everywhere
>27% Members visit LinkedIn through mobile and web
75K+ Developers Leveraging Our APIs
Millions of professionals start their day with LinkedIn
Your professional dashboard
2B+ Network UpdatesViewed Weekly
New Homepage
Now featuring 150+ global thought leaders
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“Compared to two years ago, the number of college students using LinkedIn
to find job opportunities has increased by 700%.”
20,000,000+Students & Recent Grads Worldwide
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World’s Fastest Growing Network of Students
20,000+
275,000
Schools
New Student Members Per Month
Alumni engagement – Where did last year’s class find jobs?
w w w. l i n k e d i n . c o m / a l u m n i
Deloitte Career Page
Zayed University Students Network
Emiratisation Network
The largest professional network
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Economic model
For recruiters who want to access the largest pool
of candidates in the world
Talent Solutions
For companies who wish to promote their products and services to a highly qualified audience whilst maintaining maximum coverage
Marketing Solutions
For advanced users with specific needs: business prospectives, recruitment, fund raising
Premium Membership
53%
27%
20%
Share of
annual growth
*Quarterly results Q4 2012 - Total quarterly turnover $303.6M
Changing the way companies work.
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SellTurn cold calls into
warm prospect
MarketConnect most effectively
with professionals
HireEngage the world’s best passive talent
Few of our global customers….
Current LinkedIn Clients - MENA
©2013 LinkedIn Corporation. All Rights Reserved.
Guillaume LarrondeKey Account Director
Maximising your presence on LinkedIn
One Question…
Googled yourself lately?
What does your personal brand look like?
Don’t feel bad, we all do it…
Optimise your profile, be visible
Connections
Photo
Summary
Detailed job description
Last Update
People Also Viewed
Experience
In Common
Endorsements
Logo of your company
Presentations
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Visual Attention Level
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Set your visibility right
Adapt the inbound messages to your needs
Your network today……Tomorrow’s opportunities
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Follow companies
Extract the Signal from the stream
Search the network for updates
Filter to suit you
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Get LinkedIn Today…and every day
LinkedIn Skills
• Who has the skill?
• What companies value the skill?
• What groups are related to the skill?
• Where are the talent pools with the skill?
• Other related skills
• What is the skill?
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Visualise your connections with inMaphttp://inmaps.linkedinlabs.com
PastCompany
School
CurrentCompany
Clients
You
Friends
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Bring all your contacts from your address books, emails and calendars together with your LinkedIn network
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See your recent conversations, meetings, and saved notes directly on your contacts’ profile
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Start your day with opportunities to say hello – get news about job changes, birthdays and more.
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Stay connected on the go with the brand new LinkedIn app
Improve Resultsfor your business
Leverage Employees
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EducateYour Organization and the Executive Team on the Value of LinkedIn
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LeverageYour Employees and their network
The Power Of Brand Ambassadors
350 links were shared on LinkedIn by employees, more than twice the daily average of the prior 30 days
Posts visible to around 159,000 professionals at over 40,000 companies
60% increase in sales employee referral in week one
Leverage your company page
Home & Company Updates
Career Page
Products or Services page
Trackcompany
update engagement
metrics
Segment Followers on targetable dimensions
Track new Follower acquisition
Measure Your Impact
Leverage Followers
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Email Signature
On LinkedIn
Long-term relationships
Engaged talent pool
80% of LI Members will only follow up to 6 companies
Follower are 10X more likely to share content
71% of LI Members are interested in updates on job opportunities from companies they follow
Brand Evangelists
Your Followers: A Valuable Pool Of Talent
Acquire Followers
Analyze & Optimize Post Updates to Followers
xyzCo
xyzCo
Ed Franklin
Grow Your Career by Following:
XYZ.CO
Cecile, get the latest on XYZ.CO Jobs, News & more!
XYZ.CO
Grow Your Career by Following: XYZ.CO
Cecile, get the latest on XYZ.CO Jobs, News & more!
XYZ.CO
Drive Engagement
Follower Ecosystem
Engage Your Followers Using Targeted Content
Featured Employees‘A day in the life’ shows
company culture, perks, benefits, and challenging problems that are being solved
Company NewsWhat exciting projects are happening at your company? Opening a new office? Share articles that feature your organization
Thought LeadershipBlog posts, research
papers, interesting articles from your industry that are useful to your audience
Leverage groups
2M+ LinkedIn GroupsUAE
2545 groups
Employer Branding118 groups
Emiratisation20 groups
Dubai3921 groups
Golf3827 groups
Chiropractor407 groups
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Listen in on Groups
Join many
Participate in a few
Run one
Groups
IT ProsCXOs Fashion
1,000,000 +
Measure Engagement and growth
3 things to do for yourself
1. Complete your profile(Photo, Tagline, summary, vanity url and links)
2. Set your parameters according to your needs
(visibility, accessibility, frequency of messages)
3. Set news for you(Join 3 Groups, Follow 3 companies, Subscribe to 3 News sources)
4 things to do for your business
1. Leverage employees
2. Leverage your company page
3. Leverage followers
4. Leverage groups
©2013 LinkedIn Corporation. All Rights Reserved.
Jonathan KiddKey Account Director
The Transformational Power of Employer Brand
It's about YOU
About identity
About how it makes you feel
About emotional attachment
The beauty of employer brand is you don’t need everybody to know your name. Only the right people.
The BIG Takeaways
Employer brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, and size can harness the power of a strong employer brand
Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
The Power of BrandsWhat HR and talent acquisition leaders can learn from the world’s best marketers.
©2013 LinkedIn Corporation. All Rights Reserved.
We’re going to talk about…
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The Power of Brands
How Marketers Think About Branding
Your Talent Brand
Every Organization
Going to Market
Measurement
Identity
A Quality Promise
A Decision Making Short-Cut
Brand is Talent
What does it mean to work for your organization?
Relevant– To the target audience
Consistent– Must build trust
Credible– Must deliver on its promises
Inspirational– A strong brand will connect
on an emotional level
Unique– Set apart from its competitors
Consumer Brand Attributes
Relevant– To the target audience
Consistent– Must build trust
Credible– Must deliver on its promises
Inspirational– A strong brand will connect
on an emotional level
Unique– Set apart from its competitors
Talent Brand Attributes
Going to MarketProjecting your talent brand into the talent marketplace.
©2013 LinkedIn Corporation. All Rights Reserved.
BE AUTHENTIC
Projecting Your Talent Brand into the Talent MarketplaceSocial Media
Projecting Your Talent Brand into the Talent MarketplaceOn LinkedIn
Why LinkedInProjecting your talent brand into the talent marketplace
©2013 LinkedIn Corporation. All Rights Reserved.
How would you classify your current job search status?
Semi Active10%
Very Active8%
Passive60%
Super Passive22%
Engaging the BEST talent, not just active job seekers
“ Not at all, assuming that the inquiry is relevant to
my experience. This should be viewed as a benefit of
LinkedIn, not a detriment.” VP, Fortune 500 company
Passive Candidates Want to Hear from You
Source: LinkedIn Poll, January 2011, 13918 responses
“Do you mind being contacted by a recruiter on LinkedIn?”
Active candidates
• Will apply to ATS• Listen to opportunities• Respond quickly• Seek information
Passive candidates
• Do not have a current resume• May listen to opportunities• Do not respond to “apply now”• Higher bar to respond
But… a whole different approach is needed
The important thing is to understand the member journey, take advantage of it, and hook them in
©2013 LinkedIn Corporation. All Rights Reserved. 89
How?
©2013 LinkedIn Corporation. All Rights Reserved.
Branding
Dynamic Jobs
Proactive Sourcing
Campaign
Followers
Your Company on LinkedIn - Overview
Your followers
©2013 LinkedIn Corporation. All Rights Reserved. 93
Your Company on LinkedIn - Careers
Every Employee is an Ambassador
Jim YoungAccount Executive, xyzCoSan Francisco Bay Area | Software
Addison AugustoSr. Account ExecutivexyzCo– San Francisco, CA
Current xyzCo, Account Excecutive
Previous Acme System, Associate Account Executive
Education San Jose University
Your Career Opportunities on LinkedIn
©2013 LinkedIn Corporation. All Rights Reserved. 97
Campaigns
What can this look like?
©2013 LinkedIn Corporation. All Rights Reserved. 98
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Only 1 out of 3
How do you measure success?Companies measure their employer brand in a quantifiable way
Talent Brand Reach
Talent Brand Engagement
LinkedIn Network
©2013 LinkedIn Corporation. All Rights Reserved.
200 M+ LinkedIn Members
XTalent Brand Reach
XTalent Brand Engagement
=
X%Talent Brand Index
Your Talent Brand vs. Your Talent Competitors
Peers:
Dynamic, Inc.
Golden Phase
six28 Enterprise
Wavesynthe
Commona
Paularino SystemsEmployer of choice Weaker employer brand
4/6
Measure. Engage. Improve. Repeat.
©2013 LinkedIn Corporation. All Rights Reserved.
Back to the BIG Takeaways
Talent brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, and size can harness the power of a strong talent brand
Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
Questions?
top related