linkedin staffing - build, engage, recruit - a recruitment agency strategy

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Build, Engage, Recruit – a Recruitment Agency Strategy

Alex Charraudeau – Media Solutions Consultant

LinkedIn Amsterdam, 10th June 2014

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Alex Charraudeau

Ex-recruiter

7 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

LinkedIn

@alexCharraudeau

Google+

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Agenda

1. Marketing in the Modern Age

2. What is new about Recruiting in 2014?

3. How recruiters can Build, Engage, Recruit

4. What success looks like on LinkedIn

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Marketing in the Modern Age

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Women

Women with a disposable income

Women between 24-45 with a disposable income

Women between 24-45 with a disposable income interested in healthy living

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Experian in vogelvlucht

Experian helpt bedrijven bij het

optimaliseren van hun

marketinginspanningen en het

minimaliseren van hun krediet-

en frauderisico's.

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What have we learnt?

Kellogg's understands advertising

Targeting is crucial

Data helps target the right people

Technology allows us to capture more data

But what next?

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5.387 billion cans sold in 2013.

43m fans on Facebook

3.8m Google+

125,000 followers on Twitter

… and they don’t talk about the product

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What is new about Recruiting in 2014?

14

Times are changing

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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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How recruiters can Build, Engage, Recruit

Build Recruit

1 3

Build your brand,

your platform

and talent pools

Pick up leads,

make placement

and hire staff

Build Engage Recruit

1 2 3

Build your brand,

your platform

and talent pools

Demonstrate why

they should do

business with you

Pick up leads,

make placement

and hire staff

Effective Efficient

Build 1 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?

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

Build 1 Build the foundations.

Position your brand across employees and your

company.

Rich media gets 100% more engagement.

Build 1

Build landing

pages.

Build conversion

points.

Make it uniform

and unified.

What percentage increase in conversions does targeted

content give you?

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400% conversion rate boost when

companies deliver relevant content and high-

quality experience

Quality & relevance: The twin keys to

digital growth

– http://mckinseyonmarketingandsales.com/qu

ality-and-relevance-the-twin-keys-to-digital-

growth

David Edelman – McKinsey&Company

Engage 2

99% of advertising doesn’t sell much of anything

What is your message?

Who needs to see your message?

How will they see it?

What is your objective?

What are your consultants going to do?

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at HSBC Engage 2

Engage 2

Over 2 billion updates are seen weekly across LinkedIn.

88% of members would follow a company.

Followers are 2.5x more likely to recommend your

business.

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

InMail.

Your followers, fans, members,

connections will see your content.

They may spread this further

through social amplification if the

content is relevant and engaging.

To reach a wider audience, or to

push your message out at scale

quickly consider advertising.

Organic

Earned

Paid

Engage 2

Click-through rates on

desktop LinkedIn are 10x

as high as traditional

display ads.

Content generates 6x more

engagement than jobs.

Engage 2

Engage 2

Own the home page

experience:

– InMails, Ads, Sponsored

Updates, Jobs

Increase clicks on

ads/content by 25%

Increase opens of InMails

by 100%

3 Recruit

Are you demonstrably helping the organisation achieve its strategic

objectives?

How are you picking up leads?

How are you attracting candidates?

How are you making placements?

3 Recruit

Awareness

Consideration

Preference

Conversion

Advocacy

60% of the decision is

made before contact

with a sales person

Social media has made

this easy than ever

before

3 Recruit

What percentage of senior professionals access LinkedIn

on their mobile in Netherlands?

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98%

52%

Desktop Mobile

78% Saw a

Company Status Update

Dutch Executives using LinkedIn

3 Recruit

1 2 3

16%

30%

16%

50%

Engaged with

Your Brand

No Engagement

with Your Brand

Engaged with

Your Brand

No Engagement

with Your Brand

3 Recruit InMail Success Rates by Brand Engagement

Dynamic Career Page

Jun 2013 to Jul 2013

Static Career Page

May 2013 to Jun 2013

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Review – 5 tips for a social recruiting

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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Thank you! Please join us next time…

Social RecruitIn

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EMEA.

London 3rd September

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Always be connecting:

LinkedIn

@alexCharraudeau

Google+