Webcast LinkedIn per AIDP: Employer branding: rendi attraente la tua azienda per assumere i migliori talenti!
Webcast LinkedIn per AIDP:Employer branding: rendi attraente la tua azienda per assumere i
migliori talenti!
Agenda
2015 Talent Trends report
Talent on LinkedIn
Best recruiters act like marketer
Case history
Q&A
2015 Talent Trends
Executive Summary
Talent Trends report 2015: survey 20K professionals in 29 countries
Talent on LinkedIn
LinkedIn: A global pool of talent
4M+INDONESIA
3M+PHILIPPINES
2M+MALAYSIA
1M+SINGAPORE
1M+SAUDI ARABIA
22M+BRAZIL
118M+UNITED STATES OF AMERICA
11M+CANADA
31M+INDIA
7M+AUSTRALIA
1M+NEW ZEALAND
4M+SOUTH AFRICA
1M+UNITED ARAB EMIRATES
19M+UNITED KINGDOM
10M+FRANCE
8M+ITALY
2M+BELGIUM
1M+DENMARK
4M+TURKEY
5M+NETHERLANDS
2M+SWEDEN
7M+SPAIN
13M+CHINA
400M+Membersworldwide +2 New members per second
75% of members are considered passive candidates – but most are open to considering a new opportunity
Open to talking to a recruiter
Completely satisfied; don’t want to move
Reaching out to personal network
Actively looking
Casually looking a few times a week
12%
13%
15%
45%
15%
Sweet Spot
Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries
KnowledgeThe definitive professional
publishing platform
NetworkWe connect the world’s
professionals
IdentityThe professional profile of
record
Professionals come to LinkedIn to develop their careers, not just to find jobs
Act like a marketer
Great recruiters think about jobs the way marketers think about products
Strong brands move people toward purchase long before they enter the store
Your company’s reputation as a place to work is the single most significant and strongest driver of job consideration
17%The company has
a reputation forgreat people
7%The company has
a reputation forbeing prestigious
20%The company has areputation for great
products and services56%The company has a
reputation asa great place to work
Source: LinkedIn 2014 Talent Trends Survey, n=18K, 26 countries
Employer Branding is a form of Marketing
Goal
Audience
Messaging
Call to ActionCustomer Journey
Sales / Fidelity Hires / Retention
Prospects and customers Candidates and employees
Consumer Value Proposition
Employer Value Proposition
Purchase our products or services
Come work with us / Stay with us
Awareness Interest Intent Purchase
Awareness Interest Application Hire
Marketing Employer Branding
LinkedIn Talent Solutions allow you to connect with top talent strategically and automatically
Talent Brand Development methodology
Client Objectives
Talent pool analysis
Client KPI analysis
Customized solution
Talent Brand Development strategy:
Generate Awareness
Engagement
Leads
Hires
Followers, impressions, ctr, clicks
Content KPIs (impression, clicks, viral
actions)
Responses in recruiter, (open rate, applications)
Case History
Build:Ad Campaign Performance
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Designed to drive candidates to the Client’s LinkedIn Career PagesRecruitment Ad Campaign
600.000 Impressions campaign Target
Geos:– Italy– US– UK– China– Spain– France– Turkey– Switzerland– Germany
Industry: Luxury and jewelry, Apparel and Fashion
Function: Retail Salesperson
20
Campaign Performance
Jun-15 Jul-15 Aug-15 Sep-15 Oct-150
1,000
2,000
3,000
4,000
5,000
6,000
Careers Page Views
Media TrafficOrganic & Other traffic
*Industry Average click through rate for a 300x250 Banner: 0.08%
Campaign live
Build:Follower Impact
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Client’s follower base has been positively impacted by the ad campaignsFollower Growth
Followers are 90% more likely to respond to an InMail
79% of LinkedIn members are interested in job opportunities at companies that they follow
May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-150
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
New Followers Followers
During the campaign: +12,708 new Followers ; +378% monthly followers
Follower Insights Growth 1 July – 1 November 2015
Growth
Italy 57%
US 51%
UK 56%
China 104%
Spain 146%
France 73%
Turkey 116%
Switzerland 89%
Germany 79%
Engage:Engagement on Career Page
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Client is engaging with the target with content and JobsCareer page engagement
1
7693
1,297
Engage:Sponsored Updates
©2015 LinkedIn Corporation. All Rights Reserved.
The client is reaching the target with the right contentSponsored Updates
Displaying the right content in front of the audience generates engagement, followers and brand awareness.
Key results: - 821 followers- over 452,000 impressions - Average engagement is over 0,91%
Client’s content: video and Store opening annoucement
Client’s content: Brand communication
RecruitTalent Direct
29©2015 LinkedIn Corporation. All Rights Reserved.
Talent Direct campaign
Talent Direct Performance:
Email Delivered: 916 of 2,500 scheduled
Email Opened: 537
Open Rate: 57%
Total Leads: over 170
Response rate based on open 32%
Designed to drive applicants to client’s recruiter
Company Logo / Image
30
Recruiting on LinkedIn in Three Steps
Build Engage Recruit
+12,708 high quality and relevant new followers from specific industry
in desired Geos
+76 job views/week +1,000 career page
visits/week
+170 interested candidates
Questions?
©2015 LinkedIn Corporation. All Rights Reserved.