This document discusses how to boost a talent brand through personalized content on LinkedIn. It recommends personalizing career pages and content to be relevant to target audiences. Digital trends show personalized content gets more clicks and engagement. The document also discusses using targeted LinkedIn ads to drive members through the candidate journey and shares an example of how McGladrey personalized their career page content and saw increases in page views, visitors, and followers. It emphasizes measuring key metrics to understand the impact of content personalization and targeted ads.

1. 5 Steps to Boosting Your Talent Brand Through Content 1
talent.linkedin.com | 1
Success with LinkedIn Career Pages

2. Speakers

3. Agenda
The Power of Engagement Media
The Power of Personalization
McGladrey’s Career Page Story
Reporting & Sample Results
Q & A

4. LinkedIn Career Pages
Personalization & Relevancy

5. Digital Trends 2015
• Personalized products automatically get 73% more clicks.
• Nearly ¾ of online users get frustrated with websites when the content has nothing to
do with their interests.
• 66% of marketers reported that targeting & personalization were top benefits of their
marketing strategy in 2014.
Source: BrainSINS
Source: Janrain & Harris Interactive

6. Personalization Trends

7. LinkedIn Career Pages

8. LinkedIn Career Pages

9. Personalization
Engineering Students Brazil

10. Relevancy

11. The Power of Engagement Media
Targeted Ads

12. How does this look across the web…

13. How this looks on LinkedIn….

14. A day in the life of a member on LinkedIn…
14
Profile Snapshot:
George Costanza
 Lives in Greater New York
 230 connections in his network
 Graduated from Queens College
 Joined 4 groups related to his industry
George Costanza
Architect | Architecture and Engineering Industry
Ideal Passive Candidate

15. Day 1

16. Day 2-4

17. Day 5-6

18. Day 7-9

19. Day 10

20. What’s the value behind media?
Impressions Served: 599,205
12
Number of candidates made aware
of your brand message
Number of the above candidates
who engaged with you on the
network after being exposed to your
brand message
Number of the above candidates
you hired in the months after the
campaign
Sample Client Data
78,240
3,607
Unaware
Considering
Hired
Aware


21. Enhanced Career Page Options
+ Personalization
Increase relevance with more of your top
talent pools and regions
+ Targeted Ads
Connect with candidates at every stage of
the journey, not just actives.
Ensure you’re building awareness and
engagement with the candidates you need.

22. Reporting & Sample Results
Understanding Benchmarks

23. Increase of ~6X
in page views
Increase of ~5X
in unique
visitors
Increase of
~2.5 in
Followers
Campaign Reporting
Reporting is shared by your Media Account
Manager. Ads are intended to increase traffic
to your Careers Page, Jobs, and grow
Followers.
Here’s an actual customer example after
launching Traffic Drivers:

24. Media Significantly Increases Career Page Visits
175
304
265 277 269
239
263
243
265 260
281
385
850
718 726
687
216
146 161
178
0
100
200
300
400
500
600
700
800
900
Unique Career Page Visitors
Traffic Driver ads

25. Media Significantly Increases Followers
Traffic Driver ads

26. Anticipating ROI
300,000 Ad Impressions 600,000 Ad Impressions

27. McGladrey’s Career Page
Crafting a Personalized Story

28. Overview of McGladrey
About McGladrey:
• 5th largest US provider of assurance, tax and consulting services
focused on the middle market
• 8,000 people in 80 US cities
• Member of RSM International – Presence in 110 countries

29. ALL
CONSULTING
CAMPUS
McGladrey’s Talent Brand Presence on LinkedIn
AUDIT & TAX

30. Crafting a Personalized Story

31. What’s Next? Military Content

32. Duration:
June 13, 2014 –
Dec. 13, 2014
Total views:
1,497,655 views
Total clicks:
3,111 clicks
Click through rate:
0.20%
Outperformed the industry
click through average by 2x!
*Industry Average click through rate for a 300x250 Banner: 0.08%
These ads reached Accounting and Consulting professionals
Hyper Targeted Traffic Driving

33. Impressions Served: 1,497,655
Duration: June 13, 2014 – Dec. 13, 2014
21
Number of candidates made aware
of your brand message
Number of the above candidates
who engaged with you on the network
after being exposed to your brand
message
Number of the above candidates you
hired in the months after the
campaign
Your investment and The Candidate Journey
86,309
4,534
Unaware
Considering
Hired
Aware

Measuring the Impact

34. Job ViewersCompany/Career Page Viewers Followers Added
2,361
Of your Target Audience
2,718Of your Target Audience
685
Of your Target Audience
McGladrey New Monthly Followers (non-employees)
Traffic Driver Ads
Driving Engagement with McGladrey’s Brand

35. 5 Steps to Boosting Your Talent Brand Through Content 35
Key Takeaways
1. Personalizing your Career Page will
provide a relevant experience to
your target audience.
2. Leverage existing content & data to
build out your story.
3. Drive members through the
candidate journey via hyper
targeted campaigns.

36. Q & A
Any Questions?
More info on LinkedIn Career Pages:
http://linkd.in/17c1WNO
Editing your LinkedIn Career Page:
http://linkd.in/1ET6wNK