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How to use data and insights to become more socially engaged [webcast]

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This webcast was run on the 3rd October 2018.

The presentation covers:
- Importance of data and insights in the recruitment industry
- Using insights to create an effective engagement strategy

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How to use data and insights to become more socially engaged [webcast]

  1. 1. Sophie Logan [Webcast] How to use data and insights to become more socially engaged Sylwia Sterecka Global Business Solutions Consultant, LinkedIn Senior Insights Analyst, LinkedIn
  2. 2. Agenda 1. Importance of data and insights 2. Using insights to create an effective engagement strategy 2
  3. 3. Social mediaInternet Email @ Filing cabinet Offline database Job channels Online database Smart phones Professional Networks Digitalisation Big Data Advanced AnalyticsCloud Multi-device Intelligent apps Augmented reality Personalization Consumer Recruitment 1980’s 1990’s 2000’s 2010’s 2011 2012 2013 2014 2015 2016 2017 Evolution of Staffing Industry
  4. 4. Anyone can find jobs, search for companies, connect with anyone The era of open talent & evolution of technologies has created 3 new realities within the recruitment industry Ubiquitous Opportunity Every recruiter and agency has access to the same talent information Expectations of clients is increasing. The old strategies don’t work Increased Intensity Universal Access
  5. 5. The use of data and insights as your competitive advantage. An approach that influences every stage of the recruitment process. Enable your people to win more placements that drive new and repeat business. This is talent intelligence
  6. 6. OF CEO’SVIEW DATA ON TALENT AS A SOURCE OF COMPETITIVE ADVANTAGE SOURCE – LINKEDIN GLOBAL RECRUITER TRENDS SURVEY 2018
  7. 7. OF RECRUITERS AND HR TEAMS FEEL THEIR DATA CAPABILITIES ARE GOOD OR EXCELLENT Source: LinkedIn Global Recruiter Trends Survey
  8. 8. It’s about what you do with it that counts It’s not just about the data
  9. 9. 29K Schools 26M Companies 15M+ Jobs 575M+ Members 50K Skills CLIENTCANDIDATE Connections Education Skills Open Candidate Industry Location Interest Salary Job searches Job views Content views Companies followed Connections at company Hires Industry Company size Experience Current employees Similar companies Macro labor trends Alumni Location Culture & Values Intent Identity + Affinity = Every Action on LinkedIn creates a point of data This data helps us create unique Insights that help you focus efforts in ways that drive the most impact for your business
  10. 10. C O M M O N R E C R U I T M E N T C H A L L E N G E S T H A T C A N B E S U P E R C H A R G E D B Y D A T A Identify target audiences, create campaigns and allocate branding budget Inform recruiting strategy and set expectations with their clients Craft data-driven plans for client acquisition & development Strenghten relationships with existing clients and identify opportunities to expand footprint within existing accounts Decide which industries and locations to expand into based on talent market/landscape and likelihood of success BUSINESS DEVELOPMENT CLIENT CONSULTING ENTERING NEW MARKET BRANDING PLACEMENT STRATEGY
  11. 11. Turning Insight into Action
  12. 12. Candidates are in the Driving Seat 75% of job switchers use LinkedIn as part of their search 90% of candidates are open but don’t know where to apply Yet do not know where to apply
  13. 13. before they remember you Consumers need to see your brand 5-7times* B2B Buyers need to see your brand 10+times The B2B Buyer Journey now takes longer Decision Makers prefer to receive information in a series of articles
  14. 14. Smart companies recognise they need to create a journey
  15. 15. How to engage these audiences on LinkedIn Attention Relevance ValueRelevance Use Data to become informed about your audience and power your strategy Your brand needs to be always-on, consistent and unique
  16. 16. Are researching during the evenings Research business products during their workday Spend time researching on the weekends 69% 73% 51% Be always-on Decision Makers are ‘always on’, meaning you must be always on as too
  17. 17. Be Personal Personalise the buyer journey, and see higher levels of engage
  18. 18. Be Engaging Differentiate with highly engaging content, and show, don’t tell
  19. 19. Booking.com used data to understand the dynamics of the audience
  20. 20. Booking.com engaged with tailored messaging that meet their needs
  21. 21. LI Sponsored Content, targeting Company’s ABM company lists w/ video and static brand content Driving members to Company.com Prospects are segmented by demographic/insights tag data, and is retargeted with personalised content Targeting streams are created using retargeting or demographic data gathered during the awareness phase. Prospect sees a call-to-action on the Lead Gen Form and converts Prospects which visit Company landing page but do not convert flow back into brand audience to re-engage This company created a cohesive, always-on journey
  22. 22. Ta k e a w a y s 1 . D a t a a n d i n s i g h t s c a n i m p a c t a l l a r e a s o f y o u r b u s i n e s s a n d g i v e y o u c o m p e t i t i v e a d v a n t a g e . 2 . D a t a a n d I n s i g h t s c a n h e l p y o u t o u n d e r s t a n d y o u r a u d i e n c e s i n a m e a n i n g f u l w a y. 3 . U s i n g D a t a a l l o w s y o u t o c r e a t e a n e n g a g e m e n t s t r a t e g y, w h i c h e n s u r e y o u a r e g e t t i n g i n f r o n t o f t h e r i g h t p e o p l e , i n t h e r i g h t w a y, a n d a t t h e t i m e . 4 . B u i l d i n g r e a l b r a n d e q u i t y r e q u i r e s a n a l w a y s o n a p p r o a c h t o n u r t u r i n g a u d i e n c e s , a n d s t r i v i n g f o r i n s t a n t g r a t i f i c a t i o n e q u a l s l e s s s i g n i f i c a n t R O I i n t h e l o n g r u n
  23. 23. Thank you

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