Using inbound and outbound media strategies to drive more business on LinkedIn

1. Media Solutions for
Recruiting Agencies
Anna Wright – Media Solutions Consultant
Recruiting Solutions
v 1

2. Inbound and Outbound
Recruiting Solutions

3. Narrow Down to Target Audience
Targeted Ads
- Geography
- Industry
- Job Function
- Seniority
- Company Size
- Current Company Name
- School Name
- Groups
Targeted InMails
- Above PLUS
- Title
- Past Company Name
- Years of Experience
- Education Level
- Keywords on Profile

4. A Day in the Life of a
Member on LinkedIn…

5. Steve Pecko
Xyz Co.
Xyz Co. | Internet | New York City
O: 555.555.5555 | specko@xyz.com
500+ Connections | 9 Recommendations
Warm Up Engage Call to Action
5

6. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

7. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

8. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

9. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

10. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

11. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

12. The member meets your Agency
First point of contact on the LinkedIn Homepage
Reach your ideal candidates
or business partners and
expose them to your brand
with a targeted recruitment
message on their homepage
Member is warmed up,
and wants to learn more
Warm Up Engage Call to Action
Recruiting Solutions

13. How does a member learn about your Agency?
Your media drives members to your Career Page
Customizable modules
can dynamically adapt to
your audience targets
- Candidates
- Hiring Managers
Warm Up Engage Call to Action
Recruiting Solutions

14. How does a member learn about your Agency?
Your media drives members to your Company’s Page
Lock down the Space
on your Company’s
Overview Page
Warm Up Engage Call to Action
Recruiting Solutions 14

15. How does a member learn about your Agency?
Your media drives members to your Products/Services Page
Lock down the Space
on your Products &
Services Page
Warm Up Engage Call to Action
Recruiting Solutions 15

16. Member receives a customized message
Tailor your content to speak directly to your target audience
Custom Relevant Jobs
Recruitment Message
Custom Banner Graphic
Audience: Default Audience: Engineer
Warm Up Engage Call to Action
Recruiting Solutions

17. Start a conversation with LinkedIn members
Establish your Agency as a recruiter and a partner of choice
Members
can easily
talk to Jobs
recruiters relevant
& to the
sales viewer
associates
Customizable Employee or
Modules Client
Testimonials
Warm Up Engage Call to Action
Recruiting Solutions

18. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

19. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

20. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

21. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

22. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

23. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

24. Then member checks out your employees’ profiles
Own the real estate on your employee’s profiles
Give your Recruitment
Follow Company Ad
PictureBusiness
or Yourself
Standard Display Ad
Development Message
“More than 80% of candidates believe that current employees
are credible sources of information about organizations”
Source: Corporate Leadership Council (CLC) survey
Warm Up Engage Call to Action
Recruiting Solutions

25. Ad Formats by LinkedIn
Follow Company Social Ad Picture Yourself Social Ad Jobs For You Ad
(engagement only) (min 10 jobs on LI) (min 50 jobs on LI)
LinkedIn CoBranded Ad Join Group Ad Poll Ad
Recruiting Solutions

26. Member receives an InMail on their homepage
Your targeted career or business opportunity appears on homepage
The member is inclined
to check out your InMail
after being warmed up
to your brand
Warm Up Engage Call to Action
Recruiting Solutions

27. Customized message speaks directly to the member
Branded InMail message promotes your company
InMail includes
targeted messaging,
ad and hyperlinks
Call to Action button
makes it easy for
members to connect
with you
Warm Up Engage Call to Action
Recruiting Solutions

28. Members do lots of other things online…
Recruiting Solutions

29. …You can continue to speak to them
Members can continue to receive targeted messaging on and off
LinkedIn
Continue to message
targeted professionals
off LinkedIn
Jobs For You at Google
Powered by
Recruiting Solutions

30. Examples of LinkedIn Solutions
for Agencies

31. Media Performance – Large Agency Example
3 Month Campaign – Unique Visitors
End of Campaign
Targeted Ads
Employee Branding Ads Launched
Career Hub Activated
Recruiting Solutions

32. Media Performance – Small Agency Example
Launch – Unique Visitors
Targeted Ads
Employee Branding Ads Launched
Career Hub Activated
Recruiting Solutions

33. Questions?
Recruiting Solutions

34. Measure results –
Recruitment media product performance
• Targeted InMail open rate: 35% - 40%
• Targeted InMail conversion rate: 5 - 15%+ conversion rate
• Targeted Ads CTR: .08%-.12% (ind avg. is .08%)
• Jobs For You Ads off LinkedIn: .25%-.40% (ind avg. is .08%)
• Social Ads on LinkedIn:
 Follow Company: 0.6%-.8%
 Picture Yourself: 2%-2.5%
• Employee Branding Ads
 Employee Branding Ads + Banner Ads: .20%-.40%
 Employee Branding Ads + Picture Yourself: 2%-4%
 Employee Branding Ads + Jobs For You Ads: 3%-5%
Recruiting Solutions