1. Right story, right talent:
Building a personalised candidate
experience
with the new LinkedIn Career Pages

2. Wendy Herdman
Customer Success Manager
LinkedIn Talent Solutions
Natasha Stoekel
Talent Brand Consultant
LinkedIn Talent Solutions

3. Agenda
Practical approaches to content development, employee engagement and social
leadership
Q&A
A simple framework to deliver a more personalised candidate experience -
Audience, Plan, Execute & Measure
1
2
3
4
Share examples of customers executing with excellence

4. of talent leaders agree
that employer brand
has a significant impact
on their ability to hire
great talent
While leaders under-invest in employer
branding, they do appreciate its impact
82%
4

5. 60%
of the decision process
is complete prior to any
interaction with your
business

6. Of candidates say that
#1 roadblock to
applying for a role is not
knowing what it’s like to
work at your company
Ahead of salary..
The biggest roadblock to candidates
changing jobs is lack of information
49%
6

7. 1. Define your
audience
2. Develop a
plan
3. Execute with
excellence
4. Measure and
report success
Get to know the
talent you care
about
Invest time upfront
outlining your
strategy
Use metrics to report on
progress against your
goals
Learn from what
great looks like
4 steps to a more personalised candidate experience

8. 1. Define Your Audience
1

9. What talent / skills do you need to fulfil
your business priorities?
● Growth
● New markets
● New technologies
● Innovation
● Cost efficiencies
Identify the talent you need and assess the market

10. Define your target talent more specifically

11. 11
Use insights from different
sources for your personas

12. Lives in
Sydney
Mechanical Engineer Heavy mobile
and iPad user
John Baker
LinkedIn
connections
Member of groups
about industrial design
and leadership
Shares updates
daily on LinkedIn
on technology

13. 1
Make it easy for John to find you...

14. Content relevancy drives engagement with ‘John’
Trek features
company leaders
and content that is
relevant to two of
their most important
talent segments:
Engineering and IT
Viewers
automatically see
the most relevant
audience view,
based on their
profiles

15. Enable ‘John’ to discover other careers with you

16. 1
2. Develop A Plan

17. Make sure your employer brand is front of mind

18. Leverage internal stakeholders for content
Feature inspiring
company leaders;
allow talent to get to know
them before they join
Feature videos,
images, slideshows
highlighting your
company culture, people,
mission
Catch top talent’s eye
with a standout image
or video telling your
company story
Share employee-created
photos and blog posts
that tell an authentic
story, while allowing you
to control your message

19. Build a social content calendar for all channels

20. Harness your employees as essential advocates
Source: 2016 Edelman Global Trust Barometer
Most trusted spokesperson to communicate each topic

21. Employee Photos
Feature up to 20
real photos from
your employees,
Employee Articles
Add a link, easily
search for any post, or
select from a curated
list of employee
testimonials
Life tab: fully customisable page
Tell an authentic story via your employees & leaders
Feature up to 4 company
leaders; members can visit
their profiles to learn more
about their experience

22. 1
3. Execute With Excellence
2

23. Challenge: Transform a traditional company & legacy
employer brand in digital & social media
Solution: Highlight the faces behind the company on
their LinkedIn Career Pages:
● Use custom modules to share videos, images and
blog posts that tell authentic employees stories
Results:
47% increase in page views/person
75% increase in job views
Shangri-La Hotels and Resorts
Bringing a legacy company up to speed

24. Challenge: Create a unified employer brand that
attracts qualified talent to serve World Vision’s mission
Solution: Tell an authentic story with LinkedIn Career
Pages that reaches and drives quality applicants:
● Use targeted audience views for hard-to-fill roles
with specific photos, messaging and articles
Results:
62% increase in pageviews/person
642% increase in job views
World Vision
A global nonprofit under a single employer brand

25. Challenge: The only barrier to growth for Nova Systems
is finding the right people and qualifying not only
technical capabilities but the right culture fit.
Solution: Ensure candidates can quickly conceptualise
the workplace, type of projects and teams they would be
working with through their new LinkedIn Career Pages
and traffic drivers.
Results:
10% increase in page views/person
93% increase in job views
Nova Systems
Hiring the right culture fit, every time

26. Award-winning candidate journeys
#engineeredHERway

27. Humanising your brand with employee stories

28. 12
4. Measure And Report Success
2

29. Metric 1
Reach
Metric 2
Engagement
Metric 3
Talent
Communities
Metric 4
Applicants
Four simple metrics for your talent brand
Impressions Likes, shares,
comments
Followers, talent
pipelines
InMail acceptance
rate, applications

30. Benchmark against your competitors
Competitor A: best in class
Competitor B: major talent competitor
Competitor C: major talent competitor
Competitor D: similar size & industry
Competitor E: similar size & industry
Talent
Brand Index
Follower
Comparison
Market
Surveys

31. Measure visitor growth and frequency;
understand the demographics of talent
you attract
Gain competitive insight, including Talent
Flows
Measure impact on job engagement
and pipeline
31
Access real-time analytics about your brand & pipeline

32. 32Confidential, LinkedIn
2
Company Talent Flows
2
Use real-time analytics about your talent competitors

33. 33Confidential, LinkedIn
1. Profile your target talent - understand their mindset
2. Map out your key stakeholders, resources and quick wins
3. Research those doing this well and be inspired
4. Actively track and report on success through real-time analytics
Key takeaways
1
2
3
4

34. 34Confidential, LinkedIn
Questions?
Learn more:
lnkd.in/newcareerpages
Check out examples of companies who are
doing it right: lnkd.in/LCPlookbook

35. ©2014 LinkedIn Corporation. All Rights
Reserved.
©2014 LinkedIn Corporation. All Rights
Reserved.

36. Use insights from different sources for your personas