How to Use Content to Tackle the Gender Diversity Challenge [Webcast]

How to use content to tackle the Gender Diversity challenge

Agenda

① The Gender Diversity Imperative

② Get your stories out there

③ Eight creative ideas for effective gender diversity messaging

1 | The Gender Diversity Imperative

4

Intel Plans to Invest $300 Million to Encourage More Diversity at Intel and within the Tech Industry, Announces Hiring and

Retention Goal

 The % of Computer Science students who were womenTech

1985

 The % of Computer Science students who were womenTech

35%

1985

2016

 The % of Computer Science students who were womenTech

35%

18%

The diversity of people in a corporation promotes innovation

because it achieves greater diversity of ideas. There is a link between diversity and innovation that’s not

theoretical – it’s real.- Indra Nooyi, CEO of PepsiCo

 You can’t afford to ignore diversityDiversity’s Dividend

15%Gender diverse companies

morelikelytooutperformfinancially

What’sthelikelihoodthatcompaniesinthetopquartileforgenderdiversityfinanciallyoutperformcompaniesinthebottomquartile?-GlobalStudy,McKinsey,2015

2 | Get your stories out there

Two types of content

Two types of content

Hub contentthey come to you

Two types of content

Hub contentthey come to you

Feed contentyou send the

content to them

 Tailor to highlight key messages and campaignsYour LinkedIn Company Page

 Let your employees speak about diversity at your company!Your LinkedIn Careers Page

Your employees’ profiles How well do your employees represent your brand?

“Content is king but distribution is queen,and she wears the pants.”

Jonathan Perelman, VP of Agency Strategy and Industry Development at BuzzFeed.

 ~ In the Newsfeed ~Reach and engage members where they are

 Allow you to reach members outside of your FollowersSponsored Updates

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Company UpdatesReach only your pool of Followers

 Allow you to reach members outside of your FollowersSponsored Updates

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433M+(2newmembersevery

second)

Sponsored UpdatesReach the entire LinkedIn network

Company UpdatesReach only your pool of Followers

Utilize deep targetingTargeting Sponsored Updates Company Updates

Location ✔ ✔

Industry ✔ ✔

Company Size ✔ ✔

Function ✔ ✔

Seniority ✔ ✔

Skills ✔

Job Title ✔

Company Name ✔

School ✔

Group Membership ✔

Age ✔

Gender ✔

Negative targeting (i.e. exclude a certain Title)

✔

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So why does this matter for Recruitment teams?

Because content is proven to drive

bottom line hiring results

Companies who post at least one status update / week on LinkedIn…

Get 40% more views to their LinkedIn job postings

and 25% more apply

clicks

3 | Eight creative ideas for effective gender diversity messaging

How not to promote Gender Diversity!

Idea One

Encourage your leaders to share their opinions

2015TalentTrends29

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Idea Two

Create employee spotlights

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Idea Three

Highlight company culture & initiatives

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Idea Four

Join the debate - talk about women's career challenges

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Idea Five

Share achievements & awards

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Idea Six

Get your energy behind a #hashtag

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#notjustforboys

#pledgeforparity

Idea Seven

Use video

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Idea Eight

Encourage & inspire your employees to share content

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Recap: 8 Ideas

1. Encourage your leaders to share their opinions2. Create employee Spotlights3. Highlight company culture & initiatives4. Join the debate – talk about Women's career challenges5. Share achievements & awards6. Get your energy behind a #hashtag7. Make Videos8. Encourage & inspire your employees to share content

One last tip… use data to optimize your content strategy

© 2016 LinkedIn Corporation. All Rights Reserved. |

All Sales in the U.S.

LinkedIn can help drive ROI with targeted messaging

Survey data helps you understand the kind of content each of your key audiences is interested in hearing about

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© 2016 LinkedIn Corporation. All Rights Reserved. |

LinkedIn can help drive ROI with targeted messaging

Females in Sales in the U.S.

Survey data helps you understand the kind of content each of your key audiences is interested in hearing about

59

© 2016 LinkedIn Corporation. All Rights Reserved. |

Key Takeaways

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① A gender diverse workforce helps to deliver better business results

② Getting your stories out in front of key female audiences on a consistent basis is a critical part of a diversity hiring strategy

③ You don’t have to start from scratch… use these creative ideas for effective gender diversity content and build from there