This presentation is from a recent interactive session we held in our EMEA HQ where we had a series of speakers discussing the 'Laws of Attraction', a trend that came from last year's Talent Connect, of how a strong employer brand and content marketing strategy can impact hiring the best talent.

1. Laws of Attraction

2. Agenda
9.30am: Registration and Networking
10.00am: Welcome & introductions
10.10am: EMEA Hiring and Industry Insights
10.40am: Embrace Content Marketing
11.00am: Guest panel
11.30am: Group Discussion & Close

3. 6 Transformational Trends from Talent Connect

4. Who’s in the Room?
Most Popular Most Endorsed
Earliest Adopter Most Connected
Erica
Skelly
Kevin
Daly
Elizabeth
O'Hanlon
Jennifer
Chamberlaine

5. EMEA Hiring & Industry Insights
Richard Liddington
EMEA Talent Acquisition Manager
linkedin.com/in/richardliddington

6. Who am I?
12 years in Recruitment – Both Agency & In-House
International Experience – UK, Ireland & Middle East
Doha to Dublin
4th year with LinkedIn – Employee 151
Lead Sales recruitment in Ireland

7. Hiring at LinkedIn - An insight into how it
works & what do we do differently?
How does LinkedIn recruit?
100% Direct Sourcing
4 Sources of Hire – Direct, Referral, Internal & Recruiter
Understanding of Market
The Approach
Initial contact
Formal Process
Talent Analytics & Talent Flows

8. The Sourcing Model
Team of Sourcers targeting Passive Talent
Focus on roles with a Longer TTH
Active Roles – Quota Carrying Backfill
Non Active Roles - Leadership (Succession Planning)
Market Mapping – Who, Where & How Many
Allows TA to stay ahead of the business & “Build a Bench”

9. Success Story – Deirdre McGinn
 TAM Search highlighted 120 – 130 suitable profiles
 Deirdre was identified & InMailed
 Passive in the UK
 Not right time
 Invited to Executive Event – Actively Engaged with LinkedIn
 Role approved with LinkedIn Dublin for a Senior Sales Leader
 Interviewed & Hired
 Total Time – 1 year

10. What is your Brand on LinkedIn?
Brand is not just the role of Marketing. Talent Acquisition & Business
Managers play a crucial role
Don’t just share links to job descriptions. Be an active ambassador for
your team and company. Post Blogs, Team Photos’, Rich Media or share
industry news & insights
Deirdre McGinn

11. What do your candidates say about you?
Candidate experience plays an important role in the success or failure in your
Talent Attraction strategy. Does your business treat unsuccessful candidates in
the same way it does the successful ones?

12. How to Improve Candidate Experience
What did we do? Focused on the Interview Experience
Co-Ordination – Clear & Interactive
Meet & Greet – punctual & polite
Interview Room – Set up & tidy
Hiring Managers – Prepared, Structured, Professional & Inspirational
Feedback & Follow Up – Be Open, Honest & Constructive

13. Remember this…

14. 4 Recruitment Trends Affecting Talent Attraction in
Ireland
1. Diversity – Are you viewed as an Inclusive Employer? Not just Gender
but LGBTQ and Multi National. Diversity of Thought is equally as important
what will employees learn when they join you?
2. Brand Ireland – “Dublin, it’s not London or Paris”. Perception that it’s
small, limited work / life balance, expensive and for junior to mid workforce to
get international experience

15. 3. Baby Boom – Ireland is experiencing a Baby Boom. What are you doing
as an employer to not only retain Talent with children but be seen as an
employer who welcomes & caters for Parents.
What are your benefits, policies and facilities for Parents?
4Housing & Schools – Perception is that its difficult and expensive to rent in
Dublin.

17. The Evolution of an Effective Employer
Brand
Rob Leach
Solutions Consultant
ie.linkedin.com/in/robertsleach

18. Today’s Topics
 Stages of Employer Branding
 Broadcasting your Brand
 Activating Employee Ambassadors
 Creating the Emotional Connection
 Q&A

19. 19
The Three Stages of an Employer Brand
19
Broadcast Employees Emotion
Information &
channels that you
control
Enabling your
employees to promote
your brand
Creating an emotional
connection with your
brand

20. Broadcasting your Brand

21. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe

22. If Talent isn’t actively looking,
how will they know that you are hiring?

23. Every candidate you have ever hired
has been on the same journey

24. Unaware Aware
ConsideringHired

25. Employer Brand is your companion on this journey
Unaware
Aware
Considering
Hired

26. Broadcast your brand through targeted advertising
Reach out to potential
candidates and convert them
into followers
300% Follower base
increase
- Symphony Teleca

27. Ensure you are
always top of mind
Relevant content
Encourages likes
& shares
Broadcast through content updates
uplift in click through
rates for updates
25%
the usual
content traffic
3x
Sponsored Content

28. Page visitors see
the content that is
relevant to them
≤ 400%
increases in candidate conversions
achievable with targeted content
IMAGES
VIDEOS
JOBS
Your brand on your career page

29. Activating Employee Ambassadors

30. Activate your Employees
to amplify your LinkedIn impact

31. When employees share jobs & build their personal
networks, they improve your ability to hire
* Calculated by comparing the number of applications per job for jobs shared
by non recruiter employees vs jobs not shared
%
more job applications*
Jobs shared by
employees yield
more likely to
respond to an InMail**
** Looking at response rate for inmails sent via recruiter to members who had a
connection within the company vs those that did not
%
Members connected to your
employees are

32. ... and new hires connected to your employees are often a
better fit for your company
%
lower initial
attrition rate1 for hires
impacted2 by employees
1 Initial attrition rate is calculated as employees leaving the company within 6 months of joining
2 Hires impacted is Measured as Profile views, connections, inmails sent by the new hire 12 to 1 months prior to starting the job

33. How does this work?

34. Job switchers have long relied on their personal
networks to discover new opportunities
more trusted to provide credible information
on what it’s like to work at a company
x
Compared to a CEO or media
spokesperson employees are
Think about different types of information you may read, see or hear about a company. For each topic, select which person you trust most to provide you with credible and
honest information about a company
2014 Edelman Trust Barometer Annual Global Study

35. Today, many of those personal interactions happen
online
*What channels do you use to look for new job opportunities.
Global Talent Trends 2015
inInteracted** with employees
from their current job on
LinkedIn before being hired
Millions of members change jobs
every month
Use social professional networks to
discover new opportunities*
%
** Measured as profile views, connections, inmails
sent by the new hire 12 to 1 month prior to starting
the job
Of job switchers use LinkedIn
to research potential
employers and jobs***
%
*** Source: LinkedIn survey, Why & How People Change
Jobs, (Mar 2015). “during your recent job change
experience, did you use LinkedIn to…

36. Your employees are connected to a huge network of qualified
talent
Average Follower Network
VS
Average Employee Network
x larger than your company followers

37. And they can naturally engage this network via their
LinkedIn presence
On the profile page
Looking at employee profiles is the top activity of job switchers
on the LinkedIn platform
On the newsfeed
On your career page
Researching companies is one of the top 5 job
switcher activities.
Laura Taylor
Laura Taylor

38. Enable employees to
impact your next hires

39. Encourage your employees to populate their profiles with their
current roles and company
VS
Companies with high profile completeness have
1 Conversion calculated as job views within 14 days of a profile view for companies with low (<30% of employees) profile completeness companies vs high (>70% of employees)
profile completeness companies
%higher conversion1 from profile view to job view

40. Prompt opportunities for employees to engage with and
share company sponsored content
Note: Engagement data from Jan 2015; Engagement stands for clicks + social gestures (shares / posts / comments / likes)
1. “Company Content/employees” defined as engagement with: 1) Company Status updates, 2) Employee Influencer posts, 3) Employee Long-form posts, 4) Employee shares/posts
…But they increase overall
engagement by
of employees engage with their
company’s content…
%
%

41. 41
Active, socially engaged employees will maximize
your LinkedIn investment
 Increase job views & inMail responses
 Improve quality hires
 Amplify candidate reach and impact via your
employee’s professional networks

42. Build your ambassador program in 3 steps

43. Three steps to unite your own employees to help build your brand
43
Building a brand ambassador program
Educate
&
Inform
Engage
&
Encourage
Measure
&
Monitor

44. Creating an Emotional Connection

45. Storytelling is the most
powerful way to put ideas
into the world today.
- Robert McAfee Brown

46. “Marketing is no longer
about the stuff that you
make, but about the stories
you tell.”
Seth Godin

47. Your Employee Value Proposition:
The attributes that you most want associated with your company
Employer Branding :
The delivery of your EVP across every communication touch point both internal and
external
Talent Brand:
The highly social, totally public version of your employer brand incorporating what talent
thinks, feels and shares about your company as a place to work (tA)
Setting the foundation
“If history were taught in the
form of stories,
it would never be forgotten.”
Rudyard Kipling

48. Humour & Nostalgia
48
Dropbox

49. Aspiration & Family
49
GE

50. Aspiration & Humour
50
GE

51. Inspiration
51
L’Oreal

52. Followers
Time
BUILD, ENGAGE AND RECRUIT FOR
SUCCESS
RELEVANT
JOBS
CAREER
PAGES
TARGETED
MEDIA
EMPLOYEE
ADS
RECRUITERCONTENT
UPDATES
BUILD ENGAGE RECRUIT

53. Laws of Attraction Panel
Noel Dowling
Technical Recruitment Officer
Ergo
Anita Walsh
HR Manager at Ward Solutions
Richard Liddington
EMEA Talent Acquisition Manager
LinkedIn
Rob Leach
EMEA Media Solutions
LinkedIn

54. Thank You!