A short introduction what Linkedin offers for organisations to communicate their Employer Branding and enhance their recruitment communications

1. Using LinkedIn as a recruitment
advertising channel
Webinar May 2012

2. TFA Webinar Series
•12 June:
•How Facebook can help you to win in the war for talent
•10 July:
Using social media to support your diversity objectives
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3. What?

4. What is LinkedIn?
• Largest/best known
International Professional
Social Network with 161
million members in over
200 countries worldwide Canada: 5m Asia and
Pacific: 25m
• Students and recent Europe: 34m
graduates are the fastest- US: 64m
growing demographic India: 14m
• LinkedIn members did 4.2
billion professional- Brazil: 8m
oriented searches Australia: 3m
• Competing with other
networks such as Viadeo,
Xing, Hyves
Source: Linkedin.com, 2012 4

5. 2/3 of LinkedIn Members check
in at least a few times a week
www.lab42.com 5

6. How?

7. How are your potential candidates
using professional networks?
• Search for jobs
• Get information about companies and their
career opportunities
• Gain insights into the profiles of people who
work for those companies
• Find out who they know at the company
• See what people who have left the
organisation (“alumni”) go on to do
(particularly valuable for fixed contract
positions)
• Networking purposes
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8. How can your organisation harness
LinkedIn for recruitment?
• Create a Company page to bring the
organisation to life including
- a “tab” for your organisation’s Products
and Services
- all the plug-ins that LinkedIn offers e.g.
video
• Create a staff and/or alumni group
• Raise your profile with relevant groups
• Advertising opportunities e.g. targeted
‘Inmails’, banner adverts
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9. Present your organisation -
The Company page
• Your free basic presence on LinkedIn is
the opportunity to provide information
about your organisation and career
opportunities. It can contain:
• Overview of your organisation with
your logo, information about your
organisation, map
• Tweets and blog posts, RSS
• Products and/or services tab with
images and Youtube videos

10. Engage with staff, Alumni and potential
candidates - LinkedIn Groups
• LinkedIn groups help people to stay
informed and keep in touch with people
with a similar interest
• By joining or founding a group you can raise
your profile and engage with relevant
communities of interest, peer organisations
and potential candidates
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11. What is the difference between a
LinkedIn company profile and a group?
Company Profile Group
What is it? A company profile is an A group of like minded people
overview of services, the point with common interests
of affiliation for employees and
offers interested LinkedIn
members the opportunity to
follow your organisation
What can it Company overview, products A group may have discussions,
and/or services services and jobs or promotions.
contain? jobs offered by the company.
What is the value With a company profile an By joining or founding a group
organisation can raise you can raise your profile and
for recruitment? awareness, build an employer engage with relevant
branding and advertise communities of interest, peer
vacancies (job postings and organisations and potential
self-serve advertising must be candidates.
linked to the company profile)
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12. Reach out to candidates -
CPC Advertising and Job Postings
•CPC advertising
– Targeted advertising
– Costs depending on targeting
criteria, budget can be defined
by daily spendings
•Job Postings
– Postings automatically appear
on the careers tab of the
company profile
– Costs: $195 for a 30-day posting
per country
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13. Targeting senior hires with
Linkedin
• Objective:
– Recruit for Senior Role in Global Financial Organisation
• Targeting:
– relevant industries (Public Policy, Government Admin,
Int. Affairs, Government Relations, Program
Development, NGO Management, etc)
– Seniority: Senior, Partner, Director, VP
– Geography: Focus countries in Asia, Middle East, Latin
America
• Results: 3,300 clicks in 3 weeks
– CTR 0.25%
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14. Targeting hard to recruit
Specialists
• Objective:
– Recruiting Auditors for a European Institution
• Targeting:
– relevant industries: Accounting, Finance, Quality
Insurance
– Age: 25-54
– Geography: European Focus Countries
• Results: 1,057 clicks to the recruitment website
– CTR 0.04%
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15. Reach out to candidates -
The LinkedIn InMail
•InMail
– Targeted email to LinkedIn
Your Logo members
– sent through LinkedIn
– numbers of Inmails is limited
to avoid mail-fatigue
– customised banner
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16. Reach out to candidates -
The LinkedIn Mailing
• Objective:
– Recruiting Senior Role in Energy Technology for a
European Institution
• Targeting:
– relevant industries: Public Sector, Energy,
Academia
– Geography: European Focus Countries
• Results: 1,004 people opened the email
– Opening rate 55%
– CTR based on opened mail: 30%
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17. Another way to promote your
organisation: The customised careers tab
•LinkedIn offers two packages for organisations who want to
customise the careers tab. Depending on the package (see next
slide) the careers tab includes a number of functions:
– The ability to adapt the page depending on their profile so
Finance people see different information to HR professionals
– Add testimonials from employees
– Add a video and banners to make the page more visually
appealing
– Promote specific job opportunities
– Provide links to e.g. your careers website and social network sites
to drive traffic to these content rich destinations
– Develop a pool of potential candidates with whom you can
engage to e.g. tell them about upcoming recruitment
campaigns
– Monitor who is viewing the page
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18. Customised Careers tab - What it
costs
•LinkedIn offers two packages, Silver (entry level) and
Gold.
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19. Step by step - Using Linkedin for
recruitment
1. Identify clear objectives, target audiences and
messages for advertising and your company page
2. Allocate responsibilities for implementation and
monitoring
3. Create your company page using engaging copy and
visuals
4. Promote your company page to staff, potential and
actual candidates
5. Possibly, seek testimonials from people/organisations
that have benefited from the work that you do
6. Leverage advertising opportunities for job vacancies
7. Monitor the analytics that LinkedIn offers
8. Keep your eyes open for additional functionality
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20. How can we help?
• Your presence on LinkedIn:
– Work with you to develop your LinkedIn strategy
– Create content and visuals for your page
– Integrate your organisation’s page with the rest of your
online and social media activities
– Monitor and analyse your page’s performance and
your overall digital presence
– Keep you up to date with innovations
• Advertising on Linkedin:
– Manage CPC and Inmail campaigns
– Post jobs
– Monitoring and reporting
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21. Next steps
• Which social media are relevant for my
candidates?
• How do I build a social media strategy?
• What social media policy and guidelines
do I need?
• I have limited resources, how can I use
them cost effectively?
TFA can help with a
Customised Social Media Workshop
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22. Stay in touch!
•TFA Blog: www.terrafirmaassociates.com/blog
•LinkedIn Group: International Public Sector
•@TFA_social
•jlevy@terrafirmaassociates.com
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23. For more information please contact
Julia Levy
jlevy@terrafirmaassociates.com