Unlocking the Power of LinkedIn Career Pages [Webcast]
•Download as PPT, PDF•
6 likes•1,635 views
Interested in learning more about LinkedIn Career Pages? In this webinar, we'll cover the basics of Career Pages, as well as some more advanced and powerful features. We use real world examples from best in class Career Pages to demonstrate the range of what's possible. Join LinkedIn’s Erica Benedetto and IDEXX's Heather Jury for this session on actionable ways to use your LinkedIn Career Page to enhance your Talent Brand. In this free webinar, you’ll learn: • The Power of Talent Brand: How to position your organization's unique employer value proposition • The Value of Personalized Content: Customize your page with multiple views to appeal to diverse talent profiles • Broadening your Career Page Reach : Attract and engage potential applicants at every stage of the candidate journey Learn more: http://linkd.in/17c1WNO
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Unlocking the Power of LinkedIn Career Pages [Webcast]
Similar to Unlocking the Power of LinkedIn Career Pages [Webcast] (20)
More from LinkedIn Talent Solutions
More from LinkedIn Talent Solutions (20)
Recently uploaded
Recently uploaded (12)
Unlocking the Power of LinkedIn Career Pages [Webcast]
- 1. 1 Thanks for watching! Follow us on social media: talent.linkedin.com/blog #hiretowin
- 2. talent.linkedin.com | 1 Success with LinkedIn Career Pages August 13, 2015
- 3. Speakers
- 4. Agenda The Power of Personalization The Benefits of a Career Page IDEXX Career Page Story The Power of Engagement Media Q & A
- 6. 39M+ students LinkedIn’s fastest growing demographic LinkedIn: The world’s largest professional network 380M+ members worldwide 4M+ INDONESIA 3M+ PHILIPPINES 2M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 21M+ BRAZIL 115M+ USA 11M+ CANADA 30M+ INDIA 7M+ AUSTRALIA 1M+ NEW ZEALAND 4M+ SOUTH AFRICA 1M+ UAE 18M+ UK 9M+ FRANCE 7M+ ITALY 8M+ CHINA 7M+ MEXICO 3M+ RUSSIA 5M+ NETHERLANDS 6M+ SPAIN 2M+ BELGIUM 4M+ TURKEY 2M+ SWEDEN 1M+ DENMARK 1M+ IRELAND 1M+ NORWAY 1M+ PORTUGAL 1M+ VENEZUELA 1M+ ECUADOR 4M+ COLOMBIA 4M+ ARGENTINA 2M+ CHILE 1M+ JAPAN 1M+ THAILAND 1M+ HONG KONG 1M+ S. KOREA
- 7. Knowledge The definitive professional publishing platform Network We connect the world’s professionals Identity The professional profile of record Professionals come to LinkedIn to develop their careers, not just to find jobs 7
- 8. LinkedIn is not just a job seeker destination, thus it provides access to active + passive talent Membership Demographics 364M+ Members 70% Passive 30% Active ComScore Data, Dec. `14
- 11. Why Invest in Your Talent Brand? 1. A strong Talent Brand is associated with lower cost per hire 2. A strong Talent Brand increases response rates to recruiter messages (up to 2X) 3. Companies with a strong talent brand attract 50% more applicants to their jobs 4. Companies with a strong talent brand find 3X as many of their hires through LinkedIn talent.linkedin.com/blog
- 12. The Power of Personalization Engage your audience with the right message
- 13. Digital Trends 2015 • 400% conversion rate boost when companies deliver relevant content and high- quality experience • Personalized products automatically get 73% more clicks. • 66% of marketers reported that targeting & personalization were top benefits of their marketing strategy in 2014. Source: BrainSINS Source: Janrain & Harris Interactive Source: McKinsey & Company
- 15. What does an engineer look for in a job?
- 17. Career Page Best Practices High Resolution Image Key takeaway of what you want your candidates to know Engaging video of day-in-the-life or showcasing your unique culture Provide links to other social media channels and your careers. Highlight employee testimonials
- 18. The Power of Engagement Media Driving Traffic to your Career Page
- 19. The more they see you, the more they know you The more relevant your content, the more likely they are to consider applying Put the Right Message in Front of the Right Candidate Hires The more personalized the experience, the higher the likelihood that applicants are a good fit for your company
- 20. Home Page Tell the right people you’re hiring Your Recruitment Message Here Your Recruitment Message Here Inbox Member Profiles Your Recruitment Message Here Your Recruitment Message Here Groups
- 21. Media Significantly Increases Career Page Visits Traffic Driver adsTraffic Driver ads
- 22. Media Significantly Increases Followers Traffic Driver adsTraffic Driver ads
- 23. Media Significantly Increases Job Applications Traffic Driver adsTraffic Driver ads
- 24. 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.
- 25. IDEXX Career Page Crafting a Personalized Story
- 27. Small animal diagnostics Water quality Practice management Reference laboratories Livestock, poultry and dairy Research and human
- 28. The IDEXX talent story
- 29. Conduct LinkedIn training with employees Help employees create meaningful and authentic summaries Employees as Brand Ambassadors
- 30. Putting our brand to work: the challenge Needs: 40 people in Maine in 30 days; 110 people across North America in 4 months Summer 2014: Moving to an all-direct product distribution model Strategy:
- 31. The results: IDEXX received a 77% boost in job applies as a result of jobs sponsorship Blue = Sponsored, Orange = Organic
- 32. The results: the ad campaign boosted relevant traffic IDEXX Laboratories career page unique visitors 32 Ad campaign running
- 33. The results: the ad campaign increased follower growth IDEXX Laboratories new monthly non-employee followers Ad campaign running
- 34. The results: engagement with the IDEXX brand increased steadily over 2014 34 Talent Brand EngagementTalent Brand Engagement (Talent that is interested in IDEXX as an employer(Talent that is interested in IDEXX as an employer campaign running Talent Brand Engagement overTalent Brand Engagement over timetime
- 35. The results: the numbers Needs: 40 people in Maine in 30 days and 110 people across North America in 4 months
- 36. Next for IDEXXDrive traffic to the career page and our website Use our brand ambassadors to share the IDEXX story and employee stories Use career pages in targeted markets Please connect with me: www.linkedin.com/in/heatherjury
- 37. 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.
Editor's Notes
- Text/Links to put in chat box: Thanks for joining! We will start shortly. In the meantime, follow us on social media: Twitter: @HireOnLinkedIn LinkedIn: https://www.linkedin.com/company/linkedin-talent-solutions SlideShare: http://www.slideshare.net/linkedin-talent-solutions YouTube: https://www.youtube.com/user/LITalentSolutions Blog: http://talent.linkedin.com/blog/
- Before we get into the benefits of the Linkedin Career page, I wanted to take a moment to zoom out on Linkedin as a whole to levelset. We have over 380M world wide which makes us one of the most trafficked websites in the world. Our student segment is our fasted growing segment with over 39M students on our nextwork today. This is important when you consider if a LinkedIn Career Page is the right investment for your company. Because we have so much traffic to our site, it gives our clients a unique opportunity to showcase their career opportunities to a wider demographic that you would otherwise not have access to . In Q1 2015, more than 75% of new members came to LinkedIn from outside the United States.
- The reason Linkedin is one of the most trafficked sites in the world is because of what our members do on the site. Back when Linkedin first started, we were known as a professional networking site that many used to connect with coworkers and look for new career opportunities. Over the last several years, Linkedin as evolved into a major content distributor, and the majority of ou rmembers actually come to our site to connect with others, create their personal identity and grow their professional knowledge through our content provider partners such as Pulse. LinkedIn is the only place on the web where you can recruit both passive and active candidates Traditional job boards provide access to only the 20% of professionals who are actively looking LinkedIn provides access to both these, and the over 80% of passive candidates who are not actively searching on job boards. Many of these members are the people you’re interested in hiring, and you are already hiring people who are on LinkedIn We know this because we can track every time a member changes his or her profile to your company Active candidates are also an important source of hire, but LinkedIn helps you access BOTH these candidates and these tens of millions of passive candidates can’t be reached anywhere else. They’re on LinkedIn because we provide them with the tools to help our members show the world who they are, benefit from who they know, and build on what they know so they can accomplish more in their professional lives.
- Given that 70% of our audience comes to Linkedin to NOT only search for a job, we call these passive job seekers, that leave about 30% of our members who come on to actively search for a new opportunity.. And it’s important to note that the hires LinkedIn is delivering to clients cannot be found on job boards searching for opportunities. Confirmed Proof Point: Across the network, 50% of hires impacted by LinkedIn Recruiter did not perform a job search within 60 days of the Recruiter reaching out to them. Hires sourced through LinkedIn are also higher quality and a better fit than hires from other sources. Candidates sourced through LinkedIn are 25-40% less likely to leave their new company within the first 6 months compared to candidates sourced otherwise. Data methodology: 65%: Clients who start with only seats and slots, and (1) Add WWU and LCP and (2) Increase job slots by 50% or more, see a 65% (median) to 94% (75th percentile of clients) increase in InPacted hires. 25-40%: Members who joined a client company AND were a LI InPacted Hire were 25-40% less likely to leave their new company in the first 6 months than members who joined and did not interact with an LTS product prior. Joining and leaving defined by changing LinkedIn profile. (25% = Small companies -> 40% = Large companies) InPacted Hire definition: (1) Member changed LI profile to client company from another company; (2) Prior to joining, member interacted with an LTS product (e.g., viewed a job, viewed a Career Page, received an InMail, etc.) Data based on 2.5 MM members, January 2012, allowing for sufficient time look at future retention
- Strengthen your employer brand Get potential candidates on board with your mission, values, and vision with dynamic content based on their profiles. Engage candidates with personalized content Expose your talent brand to Linkedin members whenever they research your company or view your jobs.
- And when these members do consider a new job, the biggest driver of job consideration – above great products, people, or known prestige – is your company’s reputation for being a great place to work. This is what leads me to Talent Brand, and why it’s so important. Understanding and defining your Talent Brand will help you to not only be aware of where you stand today, but help you to influence your reputation to these potential candidates, so more of these members consider your company for their next opportunity. And it’s the reason why it’s so important to make these people aware that you are hiring, and to influence the conversation with these individuals long before they come in your door for an interview. Successful Talent Acquisition teams think about jobs the way marketers think about products. By knowingly building, communicating and managing a Talent Brand strategy, you can influence candidates’ perception of your company well before they are ready to consider a new job. So… consumer purchase decisions are substantially made in advance… Business purchase decisions are substantially made in advance… Do you think people treat career decisions any less seriously? If you want to hire the best, you’ve got to get out in front of this too. You’ve got to educate and inspire the talent marketplace about your organization and what makes you different from your competitors. You’ve got to think and act like a marketer. If you don’t do this and your competitors do, who’s going to be talking to and taking the best and the brightest?
- 400% conversion rate boost when the content is highly personalized Personalized products get 73% more clicks 66% of marketings reported that targeting and personaliation were top benefits of their marketing strategy
- This level of personalization is crucial at the job seeker level as well With the vast amount of data and information Linkedin has, we are able to narrow down an EVP (employee value proposition) for many different functions across an organization. These insights allow us to understand what a particular job candidate is interested in and what type of content a potential employer could provide to help spark interest. In this example, we can see that an engingeer rates highly the ability to work on challenging projects and they want the opportunity to make an impact. I’ve had several of my clients use this data in a way to help them personalize their Linkedin Career Page to help set themselves apart from the competition. For instance, if a financial firm that allows employees to work from home, the company could show case this information specifically to attract candidates to apply to their job vs the competitor firm who may require suits each day.
- Once the employee value proposition is discovered – you can create an action plan based on the open roles you have to fill. With a Linkedin Premium career page, you can set up between 5-25 different views that will show to a potential candidate dynamically based on the information they have in their profile. For example, if I go to Typically, I see clients break these down either by function/role or by geography. For instance, if I am visiting Linkedin’s home page and I am a student, I will see an entire page dedicated to what it’s like doing your internship at Linkedin. The content is specific to students, the video as well as the current job openings, prioritized in order of relavance to the student candidate (aka internships). This helps substantially when a candidate gets a highly personalized experience because they know exactly what the company is like before they even consider applying for a role. - A client of mine has recently opened a new headquarters in Brazil, so they have created a section on their career page, specifically about what its like to work in the Brazilian office. - Another unique way I’ve had a client use personalization is to pursued a job move. This financial company knows its best hires are former teachers and engineers, but need to utilize an personalized experience to showcase why as a teacher, you could have a fulfilling career in finance.
- When you start actually putting pen to paper and creating your different dynamic views, there are a few best practices to keep in mind….
- Once you’ve built the customized experience, its important to drive the type of candidates you are looking to hire, to actually see the information. As we discussed before, 70% of Linkedin’s traffic is NOT looking for a job, so we need a way to capture their attention.
- It’s important to know that before a candidate can apply for a role, they need to first know that you exist in the first place in the same way that you had to have heard how amazing Starbucks coffee is before you went into the store to buy your morning cup of joe. Once they know who you are, you have an opportunity, with the career page, to increase their consideration of you as an employer by showcasing your talent brand. Once they are bought in, they will apply for your jobs.
- When you have a premium career page, you get a series of ads that come with the package to help drive members back to your career page. It’s a lot like hosting a party and sending out invitations. You can have the best appetizers in the world but if you don’t send out the invitations, aka ads, you will not have anyone to snack with! These ads will show across the Linkedin platform in the inbox, homepage – wherever the user is that You want to target. I’ve seen many of my clients use these traffic driver ads to increase overall awareness of their company – especially for roles that they have a lot of like account managers or sales people.
- The best part of sending out these invitations is that they are 100% measureable. We can see when the ads launched and the effect they’ve had on your career page visits as they always increase dramatically.
- Furthermore, we know we are driving relavent members to your career page because we also see a direct coorelation in new followers. Followers are important because they are members who are actively raising their hand, saying they are intersted in what you have to say as a company. They are 78% more likely to apply to a job and 2x more likely to respond to a recruiter if contacted for a job.
- Not only do these ads and targeted career page drive followers, they also drive results for your bottom line hiring needs. This is an example of a client I worked with last year – they were targeting women in sales roles and once they launched the traffic driver campaign, they saw a dramatic uptick in job applications by their targeted demographic.
- As a recap….
- About IDEXX Laboratories, Inc. Global company 8,000+ people who do work for IDEXX , offer products in 175 countries Headquarterd in Maine Our Business includes tests, diagnostics and solutions for small animal health, livestock and poultry, diary testing, water testing, equine health, and more
- Headquartered in Maine, beautiful, amazing are to live but challenging We are: We describe ourselves: Innovative Customer-focused Committed to keeping people, pets and livestock healthy Leaders in R&D Creative Leaders in all we do Committed to wellness and sustainability Committed to volunteerism
- TA: Senior recruitment and sourcing teams, Love LinkedIn, highly skilled recruiters and sourcers Knowing that a strong Talent Brand increases response rates to recruiter messages It’s all connected We knew that Companies with a strong talent brand attract 50% more applicants to the jobs they adertsie We have been building our team of Brand Ambassadors to share our story
- How do we help employees be our brand ambassadors? We conduct LinkedIn training with employees Help them write their summary in an authentic wayHelp them connect and share with their networks Examples of enhanced profiles We ask them: What do you do? Why did you come to IDEXX? When you’re not at IDEXX what are you doing? Old I’m a top notch sales professional, 120% to goal New: I sell with integrity and am a trusted partner in making practices successful We take their pictures, help them add content
- And here is why I know our brand is connected with our employee brand and our recruitment: 2014: announced that IDEXX would be moving to a “go direct” model 40 people in Maine, Inside sales in 30 days and 110 people across in the US in 4 months Strategy: Right away I Consulted with LinkedIn to reach our goals Came up with a comprehensive strategy: some we had already, some we added Utilized LinkedIn job slots Our highly skilled sourcers found potential candidates in LinkedIn Recruiter Enhanced referral bonuses and encouraged employees to tap their networks The good news is that we had already worked with many of our employees: to enhance their member profiles but we Mobilized company employees as brand ambassadors: sent employees scripted updates for sharing Created sales-focused Career page and customized content We used sponsored jobs to put our jobs in front of the right people as well as targeted ads Have to mention that leadership support was critical What were the results?
- Paid to put the jobs in front 77 increase in liftv aaplications
- You can see our career page visitor rate went up drastically Why important to idexx? They are a valuable new talent pool we ccan engage with to build long term relationships. Linkedin tells us that followers of idexx are 3x more likely to apply for jobs here And 78% more likely to accept an inMail from our recruiters and sourcers. Again, the more they see us the more they’ll know us
- Your company continues to acquire followers following the launch of your LinkedIn investment. These followers are a valuable new talent pool that your company can engage with to build long term relationships. Followers are 3x more likely to apply for jobs at companies they follow and 78% more likely to accept an inMail from one of your recruiters.
- And engagement with the brand increased. Helped us then and continues to help Amount of people who actually engaged with our brand (applied to job, clicked on career page, respond to inmail, All good, What did it mean for our hires? I wouldn’t be telling you this story if it didn’t work out:
- Very proud of our results We delivered (actually over-delivered) and did so in less time than we had And thankful for the work of the IDEXX team with our Linkedin partnership
- Next for IDEXX We continue to encourage our employees to be brand ambassadors and show them how to connect with their networks Drive traffic to our career pages: we know this works We are exploring using career pages globally in areas where our ATS is not yet activated (japan,show example) Next for me started as a recruiter Sourcing Now am in employee communciatons with a focus on Talent branding: sharing the idexx story in an authentic way Best of luck as you identify, attract and hire people to make your organization excel Please connect with me Happy to network and hopefully meet you at TalentConnect Welcome your questions now or at any point Happy to connect with you Please send me a connection