Optimising your linked in career page 04 11-2015

Optimizing your LinkedIn Career Page

Strategic Talent Brand Consultant
04-11-2015

Agenda
- Talent Brand for Talent Acquisition
- Create the right message
- DIY Employer Brand
- Followers
- Premium Page impact

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

6
Unaware
How Talent Brand works for Talent Acquisition

Start the conversation
Proactively bring those hard-to-reach
candidates into your funnel
Build relationships
Win them over with content that matters
to them in a voice they can relate to
Convert
From followers to candidates through
outreach for the right opportunities
Hire
The right people, efficiently
Aware
Engaged
Considering
Hire
Target Members
Brand Ambassadors
How Talent Brand works for Talent Acquisition

The beauty of
employer brand is
you don’t need
everybody to know
your name. Only
the right people.
#TalentBrand

72%
of all internet users are
active on social media 89%
of those between 18 and 29
years are social media
users
72%
of individuals aged 30 to 49
are engaged in social
media
71%
of users access social
media from a mobile
device
Our world tomorrow – the big picture statistics

What does it mean to work
for your organization?

We all have different motivations

Current position
Start Date
1 Month
later
3 Months
Later
Average lag between first contact and LinkedIn profile update =
7 months
Prior position
New Hire
AkzoNobel
Anna Boulanger
500+
Connections
2nd
Quality Assurance Technologist
BASF
Anna Boulanger
500+
Connections
2nd
Quality Assurance Technologist
1 Month2 Months3 Months4 Months5 Months
prior
Ad
Click
Becomes
Follower
Views Career
Page + Searches
Jobs
Applies for
job
Accepts
offer
Updates
LinkedIn Profile
The passive hire journey.

Aware
Engaged
Considering
Hire
Target Members
Brand Ambassadors
1. Recruitment Ads raise awareness
of your Talent Brand & job
opportunities
2. Sponsored Updates engage
unaware talent through branded
content (desktop & mobile)
3. Talent Direct campaigns reach
targeted pools of talent to build
pipeline and raise awareness of
specific roles
4. Sponsored Jobs increase
applications for top priority or hard-to-
fill roles by 30-50% (desktop &
mobile)
Priority Blasts (as needed)
Always-On Media
You have the opportunity to reach talent at
every stage of consideration

Upload Customised Banner Image
Click and drag the
yellow rectangle to
choose the part of
the image to
display in the
banner
Make your banner
clickable by adding
a url

Showcase what makes your company unique
Add a compelling
Headline and
Tagline
Customise the
section Headline

Include a YouTube
video, image or a
SlideShare
presentation
Use Rich Media to showcase your brand

Share links to external urls
27

29
Your Employees are your greatest brand
ambassadors
Number 1 activity on LinkedIn is members viewing other
members profiles

Include Employee Testimonials
30
Start typing the
members name
then include it in
the dropdown that
appears
Include testimonials
that describe the
work culture and
why the employee
chose to work at
your company

31
Include Employee Testimonials

l
2
3
2
3
Engage your audience with the right message

l Graduates
2
2
3
3

l
2
2
3
3

Doing business without advertising is like
winking at a girl in the dark.
You know what you are doing
but nobody else does.
(E.W. Howe)

People
Designed to drive targeted talent to your LinkedIn Career Pages
Erika Robertson
500+
Connections
2nd
Software Engineer, ABC Co.
Amsterdam, NL
Erika Robertson
Engage with the right talent

40
15%
16%
31%
32%
33%
34%
35%
44%
47%
48%
57%
64%
74%
Want to receive deals and special offers from the company
Want to sell something to the company
Current customer/user/client of the company
Work for a competitor
Want to be included in the company's community on LinkedIn
Stay up to date on financial and investment news related to the company
My company currently does business with the company
Currently work for the company
Want to learn more about the company's products and/or services
Used to work for the company
Interested in working for the company
Stay up to date on latest news from the company
Stay informed on the industry
% Among Global Followers
“What are/would be the primary reasons you follow companies on LinkedIn?”
Base: n=1421 Global Followers of six verticals (technology, financial services, professional services, education, automobile, travel); Source: LinkedIn Internal Study May 2015
Followers are looking to stay informed on the latest news,
industry trends, and products and services from companies

OF FOLLOWERS ARE INTERESTED IN JOB OPPORTUNITIES
WITH THE COMPANIES THEY FOLLOW

MORE LIKELY TO RESPOND TO YOUR INMAIL
FOLLOWERS ARE

On average, LinkedIn
members view
5
Careers Pages when
considering their next job
opportunity – will yours stand
out?
Career Page viewers are
2.4x
more likely to respond to
an InMail
Job applicants view your
Career Page
35%
more than those who do not
apply
Companies with Careers
Pages on LinkedIn see an
average increase of
14%
in hires impacted by
LinkedIn vs. companies
without Careers Pages
Candidates use LinkedIn
Career Pages to learn
more about potential
employers
LinkedIn Career Page
viewers prove to be a
valuable talent pool
A central hub to give interested candidates a
reason to want to work for you

45
Companies using dynamic Career Pages
receive a boost of
Of followers hired, compared to static Career Pages

Optimising your linked in career page 04 11-2015

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