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Luke Baxter Director of Insights
Winning in 2015 Planning for the latest talent trends
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On stage today
Luke Baxter Director of Insights LinkedIn
Eileen Raymond Executive Director, Recruiting KPMG
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Today’s session
Share ideas for building these trends into your 2015 planning
Review top recruiting trends from LinkedIn surveys and data
Discussion with Eileen Raymond, KPMG
All sources LinkedIn surveys or data unless otherwise stated
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Based on LinkedIn research and data analysis Five themes to build into your 2015 plan
2 Career-centric online media are core to the sourcing mix
1 Start preparing for growth and investment in 2015
3 Employer branding viewed as important but resourcing still lags
5 Improved candidate and job matching expected to reshape recruiting
4 Recruiting is now truly moving mobile
#intalent
Based on LinkedIn research and data analysis Five themes to build into your 2015 plan
2 Career-centric online media are core to the sourcing mix
1 Start preparing for growth and investment in 2015
3 Employer branding viewed as important but resourcing still lags
5 Improved candidate and job matching expected to reshape recruiting
4 Recruiting is now truly moving mobile
#intalent
Hiring Volume
Recruiting Budget
0
25
50
75
2011 2012 2013 2014
Percent of recruiters projecting an increase in 2015 Talent acquisition set to intensify…
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Hiring Volume
Recruiting Budget
0
25
50
75
2011 2012 2013 2014
Percent of recruiters projecting an increase in 2015 Talent acquisition set to intensify…
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Percent of recruiters projecting hiring increase in 2015 …and most markets are optimistic
NAMER
Europe
APAC
Brazil
30
40
50
60
70
80
2011 2012 2013 2014
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Percent of recruiters projecting hiring increase in 2015 …and most markets are optimistic
NAMER
Europe
APAC
Brazil
30
40
50
60
70
80
2011 2012 2013 2014
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The global economy is expected to pick up speed … strengthening to 3.4 and 3.5 percent in 2015 and
2016, respectively.
High-income economies will contribute about half of global growth in 2015 and 2016, compared with
less than 40 percent in 2013.
World Bank Global Economic Prospects, June 2014
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Preparing to grow and compete for talent in 2015 Practical points to consider in your planning
• Ensure your executive team is fully informed about increasing market demand and competition for top talent
• Apply LinkedIn data to quantify talent pools, supply-demand dynamics and trends Visit our ‘Insights’ booth to learn more
• Build your team capability, ensure that budgets include training and tools to equip your team for success
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Based on LinkedIn research and data analysis Five themes to build into your 2015 plan
2 Career-centric online media are core to the sourcing mix
1 Start preparing for growth and investment in 2015
3 Employer branding viewed as important but resourcing still lags
5 Improved candidate and job matching expected to reshape recruiting
4 Recruiting is now truly moving mobile
#intalent
Percent of recruiters ranking these ‘long lasting’ trends in top 3 Top trends from ‘2014 Recruiting Trends’
Trend Percent
Utilizing social and professional networks 37%
Upgrading employer branding 33%
Finding better ways to source passive candidates 26%
Being a strategic talent advisor to the business 19%
Boosting referral programs 17%
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Social professional networks
Job boards
Employee referrals
RPO's/Staffing
20
25
30
35
40
45
2011 2012 2013 2014
Percent ranking each source of hire in top 4 for ‘quality hires’ Professional networks now an established source
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College recruiting
Company career website
CRM system Diversity recruiting programs
Referral programs
General career fairs
General social media
Internal hires
Internet job boards
Internet resume databases
Other
Print/trade journals
RPO’s, contingency & staffing agencies
Social professional networks
ATS/internal candidate database
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80%
‘Career-centric’ online media are core sources
Quantity of hires
Qua
lity
hire
s in
key
pos
ition
s
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College recruiting
Company career website
CRM system Diversity recruiting programs
Referral programs
General career fairs
General social media
Internal hires
Internet job boards
Internet resume databases
Other
Print/trade journals
RPO’s, contingency & staffing agencies
Social professional networks
ATS/internal candidate database
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80%
‘Career-centric’ online media are core sources
Quantity of hires
Qua
lity
hire
s in
key
pos
ition
s
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0
100
200
300
400
500
600
700
0
50
100
150
200
250
300
350
Q2 2011 Q2 2012 Q2 2013 Q2 2014
LinkedIn’s talent ecosystem continues to scale
Average open jobs
(000s)
LinkedIn Members (millions)
Members
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0
100
200
300
400
500
600
700
0
50
100
150
200
250
300
350
Q2 2011 Q2 2012 Q2 2013 Q2 2014
LinkedIn’s talent ecosystem continues to scale
75M new members in
the past 12 months
Average open jobs
(000s)
LinkedIn Members (millions)
Jobs
Members
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Maximizing value from online sources in 2015 Practical points to consider in your planning
• Adopt a clear ROI methodology to allow optimization across sources (value not cost!)
• Align experience across jobs, company website, and LinkedIn
• Focus efforts on ‘career-centric’ sites, rather than broad-appeal audiences
• Ensure jobs are optimized for distribution, and written to work with search and recommendation engines
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Based on LinkedIn research and data analysis Five themes to build into your 2015 plan
2 Career-centric online media are core to the sourcing mix
1 Start preparing for growth and investment in 2015
3 Employer branding viewed as important but resourcing still lags
5 Improved candidate and job matching expected to reshape recruiting
4 Recruiting is now truly moving mobile
#intalent
Percent of recruiters saying that ‘employer brand’ … Clear case for increased investment in employer brand
0
25
50
75
100
has significant impact on hiring
is a top priority has enough resources
is measured
43% 36%
75%
56%
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Reach of jobs vs. employer branding touchpoints
Jobs
1 person who viewed a job at the company prior to
being hired
Followers Career Page
1.4 people were following the
company or viewed the career page prior to being hired
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76% of job applicants viewed an
employee’s profile in 6 months prior
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Boosting employer brand investment in 2015 Practical points to consider in your planning
• Benchmark budgets against other talent, HR, and business investments—is employer brand funded in line with importance?
• Leverage your employees as ambassadors, their profiles are another branding touchpoint
• Create a systematic content program to populate company page and followers’ feeds
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Based on LinkedIn research and data analysis Five themes to build into your 2015 plan
2 Career-centric online media are core to the sourcing mix
1 Start preparing for growth and investment in 2015
3 Employer branding viewed as important but resourcing still lags
5 Improved candidate and job matching expected to reshape recruiting
4 Recruiting is now truly moving mobile
#intalent
64% of job seekers use LinkedIn on their
mobile device
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Percent of recruiters agreeing with these statements In 2014, recruiters got serious about mobile
0%
25%
50%
75%
A lot of candidates learn about our opportunities on
mobile devices*
Our career site is optimized for mobile
Our job postings are optimized for mobile
We have already seen a lot of candidates apply for our positions through mobile
devices
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Percent of recruiters agreeing with these statements In 2014, recruiters got serious about mobile
20%
38%
0%
25%
50%
75%
A lot of candidates learn about our opportunities on
mobile devices*
Our career site is optimized for mobile
Our job postings are optimized for mobile
We have already seen a lot of candidates apply for our positions through mobile
devices
▲90%
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Percent of recruiters agreeing with these statements In 2014, recruiters got serious about mobile
20% 20%
38% 34%
0%
25%
50%
75%
A lot of candidates learn about our opportunities on
mobile devices*
Our career site is optimized for mobile
Our job postings are optimized for mobile
We have already seen a lot of candidates apply for our positions through mobile
devices
▲90% ▲70%
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Percent of recruiters agreeing with these statements In 2014, recruiters got serious about mobile
20% 20% 18%
38% 34%
30%
0%
25%
50%
75%
A lot of candidates learn about our opportunities on
mobile devices*
Our career site is optimized for mobile
Our job postings are optimized for mobile
We have already seen a lot of candidates apply for our positions through mobile
devices
▲90% ▲70% ▲66%
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Percent of recruiters agreeing with these statements In 2014, recruiters got serious about mobile
▲90% ▲70% ▲75% ▲66%
20% 20% 18% 16%
38% 34%
30% 28%
0%
25%
50%
75%
A lot of candidates learn about our opportunities on
mobile devices*
Our career site is optimized for mobile
Our job postings are optimized for mobile
We have already seen a lot of candidates apply for our positions through mobile
devices
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Good news: optimizing for mobile is easier than ever Practical points to consider in your planning
• Compose job postings for mobile: easily scannable, engaging, concise
• Have hiring managers ‘test’ on their phones, end-to-end
• Optimize downstream flows, such as company careers site and apply flow
#intalent
Based on LinkedIn research and data analysis Five themes to build into your 2015 plan
2 Career-centric online media are core to the sourcing mix
1 Start preparing for growth and investment in 2015
3 Employer branding viewed as important but resourcing still lags
5 Improved candidate and job matching expected to reshape recruiting
4 Recruiting is now truly moving mobile
#intalent
Top ‘upcoming’ trend for selected geographies Different countries see a different future…
Australia, India, South Africa Improved candidate & job matching
USA, Canada, Mexico & Brazil Improved candidate & job matching
Germany, Italy, Netherlands Recruiting becoming more like marketing
Belgium Remote workforce options
China Using “big data” to predict future talent needs
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…but matching candidate to jobs has global appeal
Improved candidate and job
matching
Improved candidate and job
matching
Improved candidate and job
matching
Recruiting becoming more like marketing
Recruiting becoming more like marketing
Improved candidate and job
matching
Improved candidate and job
matching
Improved candidate and job
matching
Improved candidate and job
matching
Using "big data" for
predicting future talent
needs
Recruiting becoming more like marketing
Recruiting becoming more like marketing
Recruiting becoming more like marketing
Improved candidate and job
matching
Using "big data" for
predicting future talent
needs
Using in-house
marketing to advertise our
employee experience
Recruiting becoming more like marketing
Focusing on referrals as a primary source of
talent
Using "big data" for
predicting future talent
needs
Improved candidate and job
matching
Defining and measuring
the quality of our hires
Defining and measuring
the quality of our hires
Proving ROI for our
recruiting tools
Defining and measuring
the quality of our hires
Improved candidate and job
matching
Proving ROI for our
recruiting tools
Defining and measuring
the quality of our hires
Proving ROI for our
recruiting tools
Proving ROI for our
recruiting tools
Recruiting becoming more like marketing
Upcoming Trend #1
Upcoming Trend #2
Upcoming Trend #3
USA UK Nordics Germany France Spain Australia India Brazil China
#intalent
…but matching candidate to jobs has global appeal
Improved candidate and job
matching
Improved candidate and job
matching
Improved candidate and job
matching
Recruiting becoming more like marketing
Recruiting becoming more like marketing
Improved candidate and job
matching
Improved candidate and job
matching
Improved candidate and job
matching
Improved candidate and job
matching
Using "big data" for
predicting future talent
needs
Recruiting becoming more like marketing
Recruiting becoming more like marketing
Recruiting becoming more like marketing
Improved candidate and job
matching
Using "big data" for
predicting future talent
needs
Using in-house
marketing to advertise our
employee experience
Recruiting becoming more like marketing
Focusing on referrals as a primary source of
talent
Using "big data" for
predicting future talent
needs
Improved candidate and job
matching
Defining and measuring
the quality of our hires
Defining and measuring
the quality of our hires
Proving ROI for our
recruiting tools
Defining and measuring
the quality of our hires
Improved candidate and job
matching
Proving ROI for our
recruiting tools
Defining and measuring
the quality of our hires
Proving ROI for our
recruiting tools
Proving ROI for our
recruiting tools
Recruiting becoming more like marketing
Upcoming Trend #1
Upcoming Trend #2
Upcoming Trend #3
USA UK Nordics Germany France Spain Australia India Brazil China
#1 Improved candidate and job matching
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LinkedIn matching: right jobs, right talent, right time
Your Jobs
Profiles on LinkedIn
LinkedIn Matching Engine
New Opportunity
Recommendations
Reach passive candidates across multiple channels
xyzCo
Careers at xyzCo
Multiple delivery channels to all members
Over half of all job views on LinkedIn come through these recommended channels
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Jobs are front and center in the feed on LinkedIn Mobile Matching is core to mobile experience
Quickly view, save and apply to jobs all
on mobile
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LinkedIn helps candidates become more informed before they apply Applicants can prioritize best jobs for their skills
Job seekers get profile and skills comparisons to
other applicants for a given role
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What we’ve heard from our users Does it work?
It is a more directly targeted audience
Hiring managers say…
…loved that it also matched my posting with
likely candidates
Surprisingly more targeted than a lot of
niche sites
Job seekers say…
The app provides good matches for my skillset
The opportunity to view my strengths against
other applicants
The features that show information about other
applicants are very helpful
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Planning for a world of better job-candidate matching
• Use industry-standard titles and keywords to ensure your jobs are targeted optimally
• Analyze historical hires and performance to identify patterns and profile attributes of high quality candidates
• Track quality of applicants by source, compare matching environments to untargeted sites
Practical points to consider in your planning
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US Recruiting Trends Report: Oct 27th Global Recruiting Trends Report: Nov 12th
LinkedIn’s 4th Annual Recruiting Trends Report
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Three thoughts to take into 2015 planning
Inspire your team to make data-driven business cases for investment in talent, employer brand, and capabilities 1
2 Quantify total ROI of each online channel… can be a complex analysis, but essential for planning
3 Mobile is a question of ‘what’ and ‘how’, not ‘if’
Winning in the Marketplace: KPMG & LinkedIn Eileen Raymond Executive Director, US Experienced Hire Recruiting
October 22, 2014
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KPMG Overview
In the United States
1,800 Partners
25,000+ Professionals
89 Offices
50 States
Operational
$6B In Revenue
Around the world
9,000+ Partners
155,000 Professionals
700+ Offices
156 Countries
Operational
$23B In Revenue
Employer of Choice
We link our functional, operational and technology consulting capabilities with deep expertise in audit, risk, regulatory, tax and M&A issues to help address clients’ most complex problems
Audit Advisory Tax
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COMPANIES WE SERVE
Our Clients Have a Broad, Diverse Set of Needs ASSIST
the world’s largest organizations
We have relationships with more than...
70% 1,200 S&P
Global firms
400 U.S.
FORTUNE 500 firms
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Social Media is a Cornerstone of our Recruiting Strategy
Attract
Integrate
Engage
Measure
Job Distribution
SEO & PPC
Email & RSS
Referrals Viral Marketing
Talent Community
Career Site
Social Media
Talent Community
Repeat Visitors
Applicant Tracking System
Talent Pipeline
Candidate Capture
• Candidate Experience • Social Job Matcher • LinkedIn Network Identifier • Job Postings • Virtual Career Fairs
Virtual Career Fair
• Visitor Intelligence • Keyword Rankings • Source Tracking • Campaign Tracking • Social Network Monitoring • Mobile Visitors • Cost Per Applicant &
Source
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We Are Maximizing LinkedIn’s Suite of Offerings
InMails
Corporate/Careers Pages
LI Recruiter Seats
Talent Brand Index/Talent Flows
Sponsored Updates
Talent Directs
Job Slots
Work With Us Ads
KPMG Assets
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We Are Leveraging Mobile & LinkedIn to Engage Talent
us-jobs.kpmg.com
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The Results: • 32% increase in employee referral hires
• 34% increase in employee participation
We Are Leveraging LinkedIn with KPMG Employees
KPMG launched a rebrand of our Employee Referral Program – Stellar Connections. The key message to our employees is to leverage their LinkedIn network to find referrals.
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2008 2009 2010 2011 2012 2013 2014
Results: 45% of FY14 Hires were Influenced by LinkedIn