I segreti del recruiting con LinkedIn
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Il percorso consigliato da LinkedIn alle aziende per trovare e assumere i migliori talenti con il social recruiting si compone di 3 fasi: build (costruisci il tuo pool di follower e il tuo brand), engage (ingaggia i tuoi follower) and recruit (trova, contatta e assumi i candidati migliori). Presentazione di Fabio Rezzoagli
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I segreti del recruiting con LinkedIn
- 1. Tutti i segreti del Recruiting con LinkedIn
- 2. Fabio Rezzoagli Senior Enterprise Account Executive frezzoagli@linkedin.com LinkedIn Confidential ©2013 All Rights Reserved
- 3. Agenda LinkedIn Today Build, Engage & Recruit: A Corporate LinkedIn Strategy
- 4. Connect the world’s professionals to make them more productive and successful Our mission
- 5. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS LinkedIn: a global pool of professionals 2M+ INDONESIA 2M+ PHILIPPINES 1M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 16M+ BRAZIL 100M+ UNITED STATES OF AMERICA 9M+ CANADA 24M+ INDIA 5M+ AUSTRALIA 1M+ NEW ZEALAND 3M+ SOUTH AFRICA 1M+ UNITED ARAB EMIRATES 15M+ UNITED KINGDOM 7M+ FRANCE 9M+ ITALY 1M+ BELGIUM 1M+ DENMARK 2M+ TURKEY 4M+ NETHERLANDS 1M+ SWEDEN 5M+ SPAIN 467M+ Members worldwide +2 New members per second 8M+ CHINA 45M+ Student & New Graduates
- 6. Mobile traffic 50% <2% mobile traffic is calculated as a % of LinkedIn member-only unique visitors; calculated using Q4 average for each year 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
- 7. PROFESSIONALS USE LINKEDIN FOR 3 VALUABLE REASONS KNOWLEDGE The definitive professional publishing platform NETWORK We connect the world’s professionals IDENTITY The professional profile of record
- 8. SOCIAL MEDIA IS HERE TO STAY, EMBRACING ITS POWER IS THE KEY 57% of the decision to ‘buy’ is now made before any commercial contact with your business
- 9. THE BEST RECRUITERS ACT LIKE MARKETERS SOCIAL MEDIA KEEPS THE CONVERSATION GOING1 …BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY2
- 10. are passive and not looking to move 80% 60% of them are open to opportunity!!
- 11. OR Build Awareness Engage Leads Sell HireHire THE BEST RECRUITERS SOCIAL MEDIA FUNNEL
- 12. WE RECOMMEND 3 SIMPLE STEPS YOUR FOLLOWERS & YOUR BRAND NURTURE YOUR TARGET AUDIENCES DO WHAT YOU DO BEST BUILD ENGAGE RECRUIT
- 14. ACCELERATE FOLLOWER GROWTH Reach out to potential candidates and convert them into followers BUILD TARGETED CAMPAIGNS 300% Follower base increase - Symphony Teleca
- 15. LEVERAGE YOUR EMPLOYEESBUILD EMPLOYEE PROFILE ADS of page views are members looking at members76% Reach out to your employees network and convert them into followers
- 17. IMPROVE YOUR FOLLOWER ENGAGEMENT WITH RELEVANT MESSAGINGENGAGE Page visitors see the content that is relevant to them ≤ 400% increases in candidate conversions achievable with targeted content CAREER PAGES IMAGES JOBS VIDEO’S
- 18. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Next Generation Linkedin Career Page Impactful image Company Profile Troughout your Life Tab showcase your culture, identity, news, statistics and make your employees and partners ambassadors of your brand Make members meet your leaders and explain why and how working for your company can be a competitive advantage in their career. From the Discovery dropdown menù members can search for relevant info about their role/function in your company, or in different countries where you have a presence Highlight your employees/partners by what they are posting on Linkedin: news about you, your company culture and updates about your industry and business Where did your employees study? What causes your employees care about? Discover it by Linkedin Insights
- 19. Targeted Career Pages to customize your communication (by Language/Geo/Function) Australia Brazil
- 20. KEEP YOUR FOLLOWERS UP TO DATE Your potential audience 467M Ensure you are always top of mind Relevant content Encourages likes & shares ENGAGE CONTENT UPDATES
- 21. 21 467M+ (+2 every sec) Company’s reach Sponsored Updates reach the entire LinkedIn network LinkedIn Member Population Company Updates only reach your pool of followers ENGAGE SPONSORED UPDATES BUILD THE SAME RELATIONSHIP WITH MEMBERS OUTSIDE COMPANY REACH
- 22. ACCELERATE YOUR ENGAGEMENT REACH uplift in click through rates for updates25% the usual content traffic3x Reach a wider audience before you even have them as followers ENGAGE SPONSORED UPDATES
- 23. CREATING ‘FOLLOWERS’ WILL FUEL YOUR SUCCESS ? ? ? ? ? ? ? ? ? What good is a post on Facebook if you have no friends? Followers are more likely to recommend your business2.5x 95% Followers are 95% more likely to respond to an InMail of members are interested in job opportunities from companies they are following79%
- 25. PROACTIVELY SOURCE CANDIDATES & CONSULTANTSRECRUIT RECRUITER Increased access to the network Reach out using InMail Workflow and Collaboration tools 95% Followers are 78% more likely to respond to an InMail
- 26. 26 Global Talent Pipeline Supervisor Recruiter Recruiter Recruiter Recruiter Recruiter Supervisor can access all Recruiters activities Recruiters can collaborate globally DIRECT SOURCING PLATFORM MANAGE CENTRALLY & ACT LOCALLYRECRUIT RECRUITER
- 27. PROMOTE YOUR JOBS TO THE BEST CANDIDATESRECRUIT RELEVANT JOB POSTS Only the most suitable candidates will see your jobs Job posts are a great engagement tool Job visibility can be increased with Sponsored Jobs of members are interested in job opportunities from companies they are following 79%
- 28. Followers Time BUILD, ENGAGE AND RECRUIT FOR SUCCESS RELEVANT JOBS CAREER PAGES TARGETED MEDIA EMPLOYEE ADS RECRUITER CONTENT UPDATES BUILD ENGAGE RECRUIT
- 29. Thanks!
Hinweis der Redaktion
- Buongiorno a tutti e benvenuti al webcast di oggi: Come attrarre e coinvolgere i migliori studenti e neolaureati attraverso LinkedIn. Inizierei con l’introdurre i due relatori di oggi: mi chiamo Cristina Arbini e lavoro in LinkedIn come consulente employer branding e delle soluzioni media per le aziende nostre clienti LinkedIn in Italia e In Spagna + Francesco si presenza
- Our mission: Connect the world's professionals to make them more productive and successful. Five years ago, when we drafted this mission, LinkedIn had just over 30M members (among an addressable audience of 600M knowledge workers.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
- Our mission: Connect the world's professionals to make them more productive and successful. Five years ago, when we drafted this mission, LinkedIn had just over 30M members (among an addressable audience of 600M knowledge workers.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
- >2 New members per second as of 4/18/14 based on internal estimates 186M Monthly unique visitors for Q1 ’14 according to comScore using LinkedIn + SlideShare http://press.linkedin.com/about
- Lets start by understanding why people use LI and our value proposition to our members. Identity Network Knowledge
- Linkedin non è un database – Social media Perchè usiamo I social media? Facebook per esempio ha l’idea di costruire una community di amici e condividere temi e contenuti rilevanti per loro affinchè questi rimangano ingaggiati e connessi con te LinkedIn funziona alla stessa maniera, non è differente come social: si tratta quindi di costruire un ECOSISTEMA di follower interessati a ricevere info e comunicazioni rilevanti per loro che sono interessati al tuo brand e la tua azienda Inoltre il social web ha drasticamente cambiato le nostre abitudini e come noi “processiamo” le info e prendiamo le decisioni e cerchiamo lavoro. Ci aspettiamo che le info che ci arrivani siano personalizzate e rilevanti per noi. Crediamo che le social platform ci possono aiutare a fare acquisti e prendere decisioni (esempio TRIPADVISOR) We are so research focused now and have so much more information that 57% of the decision to ‘buy’ is now made before any commercial contact with your business.
- Se vogliamo quindi INGAGGIARE il nostro target la nostra audience dobbiamo iniziare a pensare come marketer. OPERARE COME ESPERTI DI MARKEETING - Bisogna pensare di costruire una RELAZIONE con persone che sono passive e non HANNO ANCORA MATURATO ad ACQUISTARE/CAMBIARE LAVORO – bisogna quindi NUTRIRE l’audience di contenuti per avere risposte POSITIVE -
- LinkedIn gives you access to over 300 million professionals world wide – but as we all know they are not all interested in a now job but are open to relevant opportunities. You need to think about passive candidates as people who are not yet ready to buy your services.
- il modello marketing ribaltato sul modello di recruitnig
- I tre passi della strategia adotatte dalle corporate su linkedin PER IMPLEMENTARE IL SOCIAL MEDIA FUNNEL IDENTIFICHIAMO E RAGGIUNGIAMO I PROFESSIONISTI D’INTERESSE PER NOI LI INGAGGIAMO CON CONTENUTI RILEVANTI PER LORO ALL’OCCORRENZA LI RECLUTIAMO PARTENDO PROPRIO DALLA BASE DEI FOLLOWER
- So to start to warm up and nurture your core audiences we need to market your company and start to grow your Followers. To achieve this we take a brief from you in terms of really understanding who exactly is your key market in regards to clients and candidates. We then target them with a highly effective and relevant advertising campaign. The goal of this is to promote your brand but more importantly, grow your Followers
- We then leverage your most valuable and networked asset – your employees. Each month your employees are receiving nearly 2,000 views to their profiles from LI members who are potential candidates, clients and consultants. Currently when they view your employees they are shown a generic ad campaign. We turn this missed opportunity into a marketing opportunity by encouraging these guys to Follow your company or apply for a relevant job. Lets take a look in a little more detail who is looking at your employees.
- STARTS WITH BUILD BOLD AND THEN TRANSITIONS TO ENGAGE
- Il secondo ASSET è la presenza della CORPORATE I contenuti dinamici del TAB CAREER saranno rilevanti per la tua audience: siano I follower candidati, clienti o partner. Video content, immagini e job per ingaggiare I follwer Chi investe nella costruzione di contenuti avrà un risposta molto alta dal propio audience in termini di risposta alle inmail e ai job CON LA PAGINA CAREER DI (dinamica a secondo di chi la visita) LINKEDIN PUOI FARE QUELLO CHE FAI DURANTE COLLOQUI: DARE MESSAGGI DIVERSI A PERSONE DIVERSE
- Your goal should be to grow your Follower's on LinkedIn – by building relevant Followers you will be far more successful both placing candidates and winning new business
- Con un approccio strutturato di updates rilevanti sarete in grado quindi di influenzare la decisione di ACQUISTO dimostrando la vostra esperienza e il valore che avete nel vostro mercato di riferimento. Sarà più facile per I consulenti ottenere delle risposte quando contatteranno I candidati (reputation and partnership) Marketing virale – good people know good people
- Come fare per costruire una base follower importante? SPONSORED UPDATES
- UPDATE al di fuori della base follower con possibilità di targettizzare nuovi utenti. Call to action direttamente sull home page degli utenti FONDAMENTALE PER RAGGIUNGERE I MILLENIAS (SMARTPHONE) Paesi in via di sviluppo (cina e india) l’utilizzo dello smartphone e tablet rispetto al pc
- Your goal should be to grow your Follower's on LinkedIn – by building relevant Followers you will be far more successful both placing candidates and winning new business
- L’UNICA soluzione ingegnerizzata è la RECRUITER: accesso illimitato a tutta la piattaforma GLOBALE L’UNICA Soluzione di ricerca e gestione del processo di ricerca e selzione
- Piattaforma globale: lavorare in team ma anche in autonomia..
- Costruendo la base e ingaggiando I follower la response rate agli annunci diventerà più alta Il follower è 3 volte PIU FELICE di un NON FOLLOWER di rispondere ad un annuncio
- So LinkedIn has all three of your core audiences to help your business be successful. By building your Followers from candidates, clients and consultants you will achieve far higher results and the strategy you need to deploy for each of these is around the concept of “build, engage and recruit”.