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Employer Branding on LinkedIn@LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

Ali MatarHead of Talent Solutions

LinkedIn

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

“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

1

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

http://www.linkedin.com/alumni

Deloitte Career Page

Zayed University Students Network

Emiratisation Network

The largest professional network

26

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.

27

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


Guillaume LarrondeKey Account Director

LinkedIn

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

34

Visual Attention Level

Set your visibility right

Adapt the inbound messages to your needs

Your network today……Tomorrow’s opportunities

39

40

Follow companies

Extract the Signal from the stream

Search the network for updates

Filter to suit you

42

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?

44

Visualise your connections with inMaphttp://inmaps.linkedinlabs.com

PastCompany

School

CurrentCompany

Clients

You

Friends

http://inmaps.linkedinlabs.com/

http://inmaps.linkedinlabs.com/

45

Bring all your contacts from your address books, emails and calendars together with your LinkedIn network

46

See your recent conversations, meetings, and saved notes directly on your contacts’ profile

47

Start your day with opportunities to say hello – get news about job changes, birthdays and more.

48

Stay connected on the go with the brand new LinkedIn app

Improve Resultsfor your business

Leverage Employees

51

EducateYour Organization and the Executive Team on the Value of LinkedIn

52

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

60

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

67

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


Jonathan KiddKey Account Director

LinkedIn

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.


We’re going to talk about…

1

2

3

4

5

6

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.


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


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

How?


Branding

Dynamic Jobs

Proactive Sourcing

Campaign

Followers

Your Company on LinkedIn - Overview

Your followers


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


Campaigns

What can this look like?


100

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


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.


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?

linkedin day mena

Technology

linkedin corporation

linkedin todayand

familysocial network

emiratisation network

growing network of students20

schoolsnew student members

mena2 new members

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