Milan training dec 2012 v2

Recruiting SolutionsRecruiting Solutionsv

Milan Training – Nov 2012

Recruiting Solutions

Agenda Monday

10:00 - 10:10

10:10 - 10.35

10:35 – 10:40

10.40 - 11.00

11.00 - 11.20

11.10 - 11.15

11.15 - 11.35

11.35 - 12.05

12.05 - 12.25

12.25 - 12.55

12.55 – 13.10

13.10 -13.30

Introduction

Discovery

Solutions in Italy

What’s new Clement

– Talent brand Index

BREAK

– Sponsored Jobs

What’s new Carole

Media Story

BREAK

QBR

AM Collaboration

Takeaways

Recruiting Solutions 3

Introduction


SamAM Strategic

Jessica LAM UK

4

LauraSC UK/Nordics/ DACH

IngoSolutionsManager

PadraicAM SMB/NL/ DACH/Nordics

LaurenSC UK/Nordics/ DACH

AnneSC Strategic

ClementSC S.Europe

MarleneSC Benelux

CaroleAM S.Europe

Dublin

London

Paris

Amsterdam

EMEA Solutions Team


Ingos Number

5

• Second highest Solution Index in EMEA in tough economic environment

• Consistently above 20% target


What are your Opportunities and Challenges?

How can we help you to sell Media?

6


What’s New ?


What’s new

Talent Brand Index


Three elements launching around Talent Connect

Talent Brand IndexInDemand

Employers RankingsEmployer Branding best practices portal

Customer-facing Company-facingMember-facing

Know it cold Get the basics Know where to find

Talent BrandReach

Talent BrandEngagement


What is employer brand?

12

Employer brand

Measures the strength of employer brand, and benchmarks it against your talent peers

Tells you how attractive your employer brand qualities are to external candidates

Talent Brand Index

A qualitative representation of what it is like to work at your company

Related to culture, talent, and performance


Why do we care? Employer brand matters to our clients and has direct impact on their ability to hire

Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries

LinkedIn Confidential ©2012 All Rights Reserved13

of employers plan to maintain or grow investment in employer brand

93%Savings in cost per hire is associated with a strong employer brand

50%

LinkedIn can measure employer brand in a way no one else can– provide real insights to our members and clients

Up to

Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved

14

We first assess two important elements of your employer brand: Reach and Engagement

Talent Brand Reach

Talent

Talent that’s familiar with you as an employer

Talent Brand EngagementTalent that is interested in you as an employer

Researching company and career pagesFollowing your companyViewing jobs and applying

Viewing employee profilesConnecting with your employees

311,384members

members18,685


15

Talent

Talent Brand Index can measure your employer brand What percent of people who know about you show an interest?

Talent Brand Index=

Talent Brand Engagement Talent Brand Reach

Fiat Spa6%

Talent Brand Reach

Talent Brand Engagement

311,384members

members18,685


16

We can compare your Talent Brand Index vs peers

Employer of choice

Weaker employer brand

109Peers:AccentureChryslerErnst and YoungFord Motor CompanyIBMPSA Peugeot CitroÃ«nReplyTOFAS

• Vale

of


17

Your Talent Brand Index varies across the functions you are looking to hire…

Talent easiest to engage

Talent moredifficult to engage

Tale

nt

Bra

nd

In

de

x


18

…and across the geographies where you have a presence



Tale

nt

Bra

nd

In

de

x


19

We can track how your Talent Brand Index progresses over time

LinkedIn can help you build your employer brand andaccelerate your ability to attract top talent


3 things you need to know

20

Talent Brand Index measures your attractiveness as an employer

The LinkedIn Solution can help improve the strength of your brand

A strong employer brand makes it easier to attract candidates


Best practices for telling the story

21

• Use an analogy to talk about Talent Brand Index

• Only show the data that’s useful

• As you share their numbers, begin discussing solutions

• Look in the appendix for LCP Gold, Recruitment Ads, and more

Talk to the framework

Tell a story

Know your recommendation

Tailor the deck


Use these materials to engage with your clients: RMs

22

Any upsell conversation

Engaging decision makers

Deepen consultative relationship

Create a reason to upsell on jobs/media

Re-engage with insights prior to QBRs/renewals

Invite more senior clients to the discussion

“How big a priority is employment brand for your organization?”

Uncover pain points, build recommendations

“Help make you best in class in engaging talent”


Proactive discovery questions

23

How do you think about your employer brand?

How do you measure/track your employer brand today?

How would you rate your employer brand vs your peers?

How easily would you say you attract talent to your roles vs your peers? • Are there groups where it’s harder/easier?

Who are your biggest competitors when it comes to hiring top talent? • Why are they more effective? Is it related to brand?


What questions do you have?

24

“So you’re saying that if I pay more, my TBI is better? Is this pay to play?”

“Why should I care about my employer brand?”

“How do I increase my reach?”


What do you do if your client…

Has trouble recruiting in the areas where they have a high TBI?

25

Says they don’t have trouble recruiting in an area where they have a low TBI?

Has a TBI that has stayed flat over time/hasn’t improved?

Doesn’t have much of an international presence?

Has a strong overall Talent Brand Index? Are they done investing?


Where can I access this really cool deck?

26

1. go/merlin >> HS Tools >> Talent Brand1

1. Choose company2

1. Download PPT4

1. Edit peer companies3


How are talent peers calculated for a target company?You can customize these when downloading the deck

Talent Flows

Target page views

Target member activity

Employee profile views

Top 5 overall Talent Peers

Top 4 same-size Talent Peers

&


Where to go for help?

Need the TBI deck? go/merlin

28

Questions about positioning and

help with clients?

Solutions Consultant

Questions about the data or

charts?

Merlin Helpdesk

[email protected]


What’s new

Sponsored Jobs


IT Administrator

Business Operations

Financial Analyst

Facilities Manager

Marketing Director

Sponsored Jobs give your most important roles a little extra exposure.

Sales OperationsSoftware Engineer

Sales Manager

Senior Engineer

Hard to Fill

Urgent!

Top Priority

Business Critical


Bring the power of LinkedIn’s targeting and passive talent to pay per click

1

32

On the LinkedIn homepage

On the Job Search page

In the member’s email inbox


LinkedIn Sponsored JobsGet more applicants for your most important roles

LinkedIn Confidential ©2012 All Rights Reserved

LinkedIn automatically

displays your job to relevant

candidates

You control how often

your job appears here


Pay only when you see resultsBring the power of LinkedIn’s targeting to pay per click

LinkedIn Confidential ©2012 All Rights Reserved

Only pay when a candidate clicks to view your job

• Cost per click: Amount you pay when candidate clicks to view your job

• Budget: the maximum amount you will spend on this job

Manage spend and track success right in Recruiter


PLATFORM EVOLUTION


What’s new

Company page and Career Page Q&A


What’s new

Featured Status Updates


Featured status updates

+ Rich Media Content



Benefits of managing your content:

• Brand awareness• Creating community around

the brand - Loyalty• Showcasing thought

leadership to target audience• Drive traffic by increasing

reach


What does this mean for your client?

Think long term vision and value with daily proofs



What’s new

Slideshare integration


Clients will be able to share presentations, documents, or Flash video

Tips for clients:- Feature

Slideshow if images

- Financial reports

- Ad as much content as wished


What’s new

New Ad Format


JYMBII and Picture Yourself 2.0

54Recruiting SolutionsRecruiting SolutionsRecruiting SolutionsRecruiting SolutionsRecruiting Solutionsv

54

Indesit Company

Quarterly Business Review

November 2012

Luigi’s Goal: Go for the GOLD!!

55Recruiting Solutions

Indesit Company LinkedIn Media Overview - 2012

Solution Contract Amount

Amount Delivered

Currently Scheduled to

be ServedLive Notes

Work With Us NA Live Live Yes Follow Company

Career Page Silver

1 1 NA Yes Migrated to the new format


Indesit’s Career Page and community

56


The number of unique visitors on your Career Page is steadily increasing and transforming into followers

57

The number of followers onf the Indesit page is now 5860 Linkedin Members. After a slow down due the holidays, visits and numbers of new followers is increasing again.


Members on LinkedIn are joining your company. To date, you have 5860 members from around Europe

58

The main geography of your followers is Italy, representing 60% of your community. Follows behing UK, Turkey, Russia, France, Poland


The typology of your community is very relevant to your employer brand working in the same industry, in the right job functions and come from companies of the same typology of Indesit Company

59


Zoom on the other spaces of Indesit

60

The ad space on your company page is free to use by all LinkedIn companies.

Just by refreshing the page, an ad from Philips appear on the right hand side of your page

Your Community is engaging with the information which is pushed to them on the company page.

When having a closer look, it seems that videos and the successes of Indesit have greater success and engagement


Next steps

Leveradge even more the new functionnalities coming out to push content to your community and to specific audiences:– Targeted Status Updates on Indesit Company home tab will have

way higher engagement rates than global communications.

Drive traffic and awareness to your employer brand presence by using recruitment ads focusing on specific needs in terms of visibility and gaps in the community

61


« Work With Us »


Employees are your best ambassadors , generating interest and attracting qualitative profiles to Indesit

Views by non Indesit employees

The in bound flow traffic on your employee profile is big! The profiles of your employees get in average visited 14K times by month by 5,5K different viewers.


Indesit Company’s Work With Us is performing at 19 timesindustry average

64

Campaign Creative

Audience Impressions Served

CTR

Follow Company External/ Internal

94,751 1.5%

Industry average for Recruitment Advertising is 0.08%

The Work With Us campaign is currently performing very well, even along time, which is a success.

April May June July August September October November

2.02% 1.84% 1.41% 1.42% 1.37% 1.21% 1.74% 1.7%


The typology of profiles seeing « Work With Us » and therefore seeing your employee profiles – Sept data

65

The profiles of your employees get a lot of traffic and interest by LinkedIn members in the same industry and functions.

The profiles of your employees have been visited by 2557 different companies, but with as emphasis on the same typology as Indesit’s.


Impact of « Work With Us » on the Page

Work with Us enhanced visibility of your overall presence and pushed traffic to your Career Page

66


Hire Impact and brand image


Your actions on LinkedIn have an impact on your hiring

68

Even without communicating on you presence on LinkedIn except via your employees, your Career Page impacted 13 new hires and Work With Us impacted 7 of your new hires. These numbers are very promising when thinking about recruitment ads.

Driving qualitative traffic to your page will enhance the impact, pushing communication and job to a specific audience you chose


Talent

Talent Brand Index can measure your employer brand What percent of people who know about you show an interest?

LinkedIn Confidential ©2012 All Rights Reserved 69

Talent Brand Index=


Talent Brand Reach

17%

Talent Brand Reach


127,652members

members

22,019


We can track how your Talent Brand Index progresses over time


Your Talent Brand Index has importantly increased when you launched the Work With Us campaign. As the curve is slowing down, increasing reach via a

targeted recruitment ads campaign will increase engagement to qualitative audience.


Your Talent Brand Index varies across the functions you are looking to hire…




Tale

nt

Bra

nd

In

de

x

Media and Communication and Marketing have very high engagement with your brand in coherence with the typology of jobs posted.

However, engineers which is one of your area of focus in missing from the top 6 job functions engaging the most with your brand.


…and across the geographies where you have a presence




Tale

nt

Bra

nd

In

de

x

You can notice a high engagement towards your brand in Italy, in coherence with the analysis of your community.

However it is important to notice that the two other countries where you have jobs openings at the moment (Poland and Switzerland) are not in the top 6 countries.


Takeaways and Recommendations

73


Key Takeaways

Indesit Company has a community which is constantly growing eager to know information about the company

LinkedIn had an impact on job

The media actions undertaken this year had an impact on your hiring results

Indesit Company benefits from a great indirect interest in your brand when looking at the « Work with us » results


Recommendations

Enhance your brand awareness and engagement: – Provide highly targeted branding messages to the talent

researching your career opportunities– Engage your Followers directly on their homepages through

Company Status Updates

Drive traffic to your LinkedIn presence and other spaces:– Continue using WWU to convert indirectly interested members– Communicate about your presence to a specific target/ audience

you would like to gather.

75


Drive reach and engagement among highly targeted audiences where you’d like to boost your brand by using Traffic Drivers


Erica Robertson

Your ideal passive candidate

Product Marketing Manager

You’ve been now reaching only people with interest in your company you need now to communicate on your presence to a more mass but still relevant for you population

Erica RobertsonConsulting

Picture yourself with a career inConsulting at

at Mazars

Mazars


Provide highly targeted branding messages to the talent researching your career opportunities


Audience: General Professional Audience:

Use strong imagery, Convey a clear message about your company, and feature engaging, relevant content

Marketing

Indesit Company

Indesit Company

Jobs at Indesit Company

Marketing Manager

Marketing Manager

Marketing Manager

Director of Marketing

Director of Marketing

Senior Marketing Manager

Senior Marketing Manager

Indesit Company

Indesit Company

Recruiting SolutionsLinkedIn Confidential ©2013 All Rights Reserved

Teamwork AM/RepsSeptember 2012


79

But what does she do? Onboarding

– LCP Gold/Platinum Onboarding– WWU Onboarding– Recruitment Ads Onboarding– Migration to new format

On going– Launching Media

Talent Direct WWU Recruitment Ads

– Advising and Checking on clients– Reporting – QBR’s

On side– Adhoc rep requests– Bugs and fixes– Special projects– Internal meetings (Reps and team)


80

SETTING EXPECTATIONS – SLA’S


81

Benefits

Organisation– For the client– For the rep

Transparency and deception avoidance– Circle of anger– Set a clear planning with the client

Optimization


Target Requests SLAs

Response to:– Target Request: Please expect 4 DAYS– WWU: Allow 3 days SLAs– Recruitment Ads : Allow 1 WEEK MINIMUM from start to

launch.– Talent Direct : Allow 1 MONTH MINIMUM from start to

launch.

NB: Take into account the client as well !

https://na4.salesforce.com/06960000000oUoj

https://na4.salesforce.com/06960000000oUp3

https://na4.salesforce.com/sfc/

https://sites.google.com/a/linkedin.com/solutions-team-wiki/?pli=1


83

OPTIMAL COLLABORATION


84

Best practices Always send the opportunity (if one doesn’t exist, create one)

Each Non-Sub product needs a Target Request approved in order to generate contract• If you are selling two Talent Directs, two Target Requests are needed

Manage client expectations on campaign delivery

Reporting requests need AT LEAST 3-4 days notice• More time to pull reporting will allow us to offer analysis on the data to tell a story and

identify up-sell opportunities.

Tell Your Account Manager about possible delay in Media Renewals• We can grant a 10 day grace period. If we aren’t forewarned, the solution will

automatically be turned off on contract end date.

AND: USE THE WIKI!


Must remember, like in a couple:COMMUNICATION IS

KEY!!COMMUNICATION IS KEY!!

COMMUNICATION IS

KEY!!

COMMUNICATION IS KEY!!

COMMUNICATION IS

KEY!!

COMMUNICATION IS

KEY!!

Milan training dec 2012 v2

Business

employer brand qualities

strength of employer

employer brand matters

strong employer brand

whats new talent brand

talent peers

solutions sam

solutions agenda