Recruiting with Marketing, Design, and You For Small & Medium Businesses ©2013 LinkedIn Corporation. All Rights Reserved.
Jul 15, 2015
Recruiting with Marketing, Design, and You
For Small & Medium Businesses
©2013 LinkedIn Corporation. All Rights Reserved.
#hiretowin
Introductions
Moderator Guest Speaker
J.T. O’DonnellCEO
CAREEREALISM Media
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www.careerealism.com/LinkedIn-brand-design-webinar/
Dave BentonInteractive Creative Director, Metajive
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www.metajive.com/contact
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The Purpose of Today’s Webcast
YOU
Building A
Talent Brand
Develop Effective
Campaigns
Talent Brand
Tips, Tricks, and Tools
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What Talent Brand Is / Isn’t
① Positioning of the company
name/overall organization.
① Defines the organization and what it
offers to its customers
(product/service showcase)
② Customer-centric
③ Success measured in ability to alleviate
pain or provide pleasure.
Corporate
Brand
① Positioning of the company around
employment/culture.
① Includes employment reputation,
culture, career development, etc.
① Focuses on the employees and
potential to work at the company
(people showcase).
② Employee-centric
③ Success measured in ability to help
professionals become their best
selves.
Talent
Brand
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Importance of Talent Brand
1
2
3
4
Attracts more talent you need50% more quality applicants on average.
Retain the talent you’ve won28% lower turnover rates than companies with weaker talent brands.
More quickly hire the talent you needDramatic drop in time to hire.
Lower cost per hire50% less per hire than peers with weaker talent brands.
5Perform as a companyThose who invested in their employer brand see a steady increase in
stock performance.
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Industry Trends are Major Indicators
Image & Study Source: CAREEREALISM
Image Source: LinkedIn
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Brand or BE Branded
● Not tech savvy or current with online
recruiting.
● You have nothing exciting or
interesting about working for you.
● You are a bad employer and trying to
hide that fact.
If you don’t brand yourself, you are telling a Sophisticated Job Seeker
your company is:
6 Stages to Revealing Your Talent Brand
5
4
3
2
1 Access corporate culture
Create employee persona
Define key brand attributes
Create content showcase
Launch & measure6
Distribute to gain visibility
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Stage
1Access Corporate Culture
Solicit feedback from employees on how they
define the company.
Find key themes & confirm they are what
leadership wants conveyed.
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Stage
2Create Employee Persona
Guiding beliefs that support company vision
Approach to problems
Attitude toward work & life
Definition of a good job
Qualities needed to excel independently in
the environment
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Stage
3Define Key Brand Attributes
Executive Assets
Employee Spotlight
Values Showcase
Fun Factor
Wow Factor
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Stage
4Create Content Showcase
LinkedIn Company Career Page
Job Descriptions
Articles / PR
Slide Decks
Videos
GIFs
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81% of people who follow
your company respond to your
emails and inmails.
70% of people who follow
your company have interest in a
job
Example: LinkedIn Career Page
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● Showcase desired traits &
attributes
● Offer the 5 key evaluation
metrics
Example: Job Descriptions
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● Aim to educate your target
audience, drive brand
awareness, and inspire
engagement through accurate
and compelling content
● Create company blog (free!)
● Write guest posts on external
sites
● Develop 3rd Party Credibility
Example: Articles
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● Aim to drive conversions or
opt-ins, provide value to
your viewers, and be a
thought leader
● Use graphics, images, and
video wherever possible
● Embed links to other
content to increase traffic
● Use free tools like
Slideshare, Powerpoint,
and Prezi
Example: Slide decks
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● Aim to showcase your
employees, your work
environment, and brand
● Keep them short
● Don’t overproduce videos
● Be authentic
● Use free tools to upload
videos like YouTube,
Slideshare or Vimeo
Example: Videos
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● Aim to showcase personality, set the tone, create humor
● Use free tools to download pre-made GIFs (giphy.com)
● Embed in posts and articles
● Share on social media
● Customize GIFs using free tools (Online-Image-Editor.com)
Example: GIFs
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Stage
5Distribute to Gain Visibility
Social Media• LinkedIn
• Slideshare
Native Advertising• Candidate-centric advertising instead of recruiter-centric advertising
• Not interruptive
• Tells a story
Sponsored Updates
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Stage
6Launch & Measure Performance
# Visits (traffic)
Engagement
Opens (OR)
Clicks (CTR)
Conversions (CR)
Use Talent Brand Index (http://bit.ly/TalentBrandIndex)
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Copy Writing Tips
Subject Line
Intro
Body
Conclusion
8 words for headline
14 words for subhead line
(95% read, 5-10 seconds, maybe the only thing)
14 words for benefits headline
60+ Reading Ease
8th Grade Level
Lead with benefits and focus on verbs
Incorporate personalization where possible
1st paragraph should be around 25 words
2 max syllables in word
<5 letters per word
8-14 words in a sentence
42 words in a paragraph / 3 sentences
Use bullets / table / graphs / visuals
Average time to read (Art) = #words / 200 words (200 words / min)
CTA / Contact Information
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Email Tools
Adestra Subject line tester subject-line-checker.adestra.com/
Litmus Subject line viewer litmus.com/resources/subject-line-checker
InMail Candidate outreach bit.ly/TalentProducts
MailChimp Email creation / subject line tester Mailchimp.com
Email Spam Test Email Spam Test emailspamtest.com/#
Stock Images
Unsplash 10 new royalty-free photos every 10 days Unsplash.com
Superfamousincredibly high-resolution images, perfect for use in website design or as desktop backgrounds
Superfamous.com
PicJumbo High res food photos, objects, technology Picjumbo.com
Pixabay Easy-to-use search and large collection of modern imagery Pixabay.com
Gratisography Wild, funny, modern images gratisography.com
FreeImages Most exhaustive directories of open-source images. Freeimages.com
Public Domain Archive Vintage pictures with ubermodern scenes publicdomainarchive.com
Social Media
LinkedIn Career Pages LinkedIn.com / bit.ly/TalentProducts
Facebook Company Page Facebook.com
Twitter Corporate Account Twitter.com
Instagram Corporate Account Instagram.com
YouTube Corporate Account YouTube.com
SEO Tools
Google Keyword Planner Use SEO search terms throughout the job description https://adwords.google.com/KeywordPlanner
Tools
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Posting on LinkedIn at least 1x weekly earns 40% more views & 25%
more applicants
Hashtags used in Tweets double your engagement rate
There is approximately a 150% increase in retweets just by including
images.
Posts with photos on Facebook pages received 53% more likes and
104% more comments than the average post.
Articles with images get 94% more total views and when you share
images with your LinkedIn network, you’re 5 times more likely to have
other members engage with your update.
Summary
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Thank You
Let’s stay connected!
J.T. O’DonnellCEO
CAREEREALISM Media
--------
www.careerealism.com/LinkedIn-brand-design-webinar/
Dave BentonInteractive Creative Director,
Metajive
---------
www.metajive.com/contact
#hiretowin
3
9
Thanks for joining!
Follow us on social media:
talent.linkedin.com/blog
#hiretowin
3
Thanks for joining!
Follow us on social media:
talent.linkedin.com/blog
#hiretowin