how to plan for 2014: the 5 recruiting investments you need to make | webcast

#hiretowin | talent.linkedin.com

It’s coming. Are you ready?

Ignatova Content Marketing Mgr

LinkedIn Talent Solutions

@mariaignatova

Srinivasan Director of Marketing

LinkedIn Talent Solutions

@leelasrin

Please submit questions in the WEBEX Chat Box to ALL PANELISTS

Feel free to tweet comments and the good stuff with #hiretowin

Meet Your Presenters

#hiretowin | @hireonlinkedin

Let’s find out a little more about you

If you could invest in just one of these for

2014, which would you choose?

• Building a strong employer brand

• Creating a more effective mobile recruiting strategy

• Improving your team’s recruiting fundamentals

• Launching an internal hiring program that works

• Getting the rest of your company to help with recruiting

Look familiar?

Invest

TIME Invest

Are you ready?

#1. GET TO KNOW YOUR AUDIENCE

Two levels of candidate conversation

1:1 1: many

Where • Inbox

• Phone

• In-person

• Social platforms

• Careers site

• Blogs & press

If you know

what makes

your audience

tick, you get…

• Credibility

• Responses

• Referrals

• Results!

• Credibility

• Engagement

• Conversions

• Results!

Points to

ponder

95% of LinkedIn members

are open to relevant

InMails from recruiters

71% of those who follow

companies on LinkedIn

are interested in careers

Two levels of knowing your audience

1:1 1: many

• Develop personas to represent

group’s needs and behaviors

• Put a human face on your target,

get your team on the same page

• Invest time and spend a lot of it

listening and note-taking

• Read notes before each interaction

and educate your team

Stacey Uchida Vice President, Sales

Current

North Widgets Education

Michigan State University

3 ways to develop personas

Listen. Proactively solicit

feedback from candidates

and recent hires.

Leverage our free talent

pools reports.

Go where they go, e.g. -

- Sites they frequent

- Local meetups

- LinkedIn Group discussions

lnkd.in/plan

What’s the investment?

Priority Time Money

1. Get to know your

audience

• Candidate and new hire

research

• “Persona” development

• Candidate research

(low $)

Are you ready?

#2. BUILD & AMPLIFY YOUR TALENT BRAND

Talent Brand: employer brand on

social steroids

Your talent brand is the

highly social, totally public

version of your employer

brand that incorporates what

your talent – past, present

and potential - thinks, feels

and shares about your

company as a place to work.

Talent brand is absolutely critical for

smaller organizations

http://lnkd.in/edrocks

Where to invest time and budget?

Source: LinkedIn 2013 Global Recruiting Trends Survey , US responses only

2012 2013

Company website 85% 79% -6%

Friends/family, word of mouth 63% 61% -2%

Online professional networks (e.g. LinkedIn) 47% 54% +7%

Social media (e.g. Facebook) 43% 45% +2%

Public recognition/awards (e.g. 'Best Places to Work') 27% 30% +3%

Traditional Job Boards 35% 26% -9%

Public relations efforts 23% 25%

YouTube videos 13% 12%

Glassdoor 10% 11%

Print ads 11% 9%

Increase (+)

Decrease (-) Top 10 Channels to Communicate Your Talent Brand

P.O.P. Profile Optimization Project

Before

New professional

Summary section

with rich media

New headline

Increased reach

Built out work history

with rich media

Added Volunteers &

Causes Section

Added additional

skills

Rich media in

Education section

Recruiting & HR should lead the way

Help your team shine on LinkedIn and other

social platforms

Path 1: train global employees at scale

• “SMaC University” (Social

Media and Communication)

• Global certification program

with structured classes

• Strong exec support

• 5,000 trained since mid-2010

Path 2: take a brown bag approach

• Went low-budget, grassroots

• Got exec buy-in on brown bag

lunches for hiring managers

• Helped employees overcome

anxieties about what to say on

profiles

Build brand through free targeted status updates

Tips for targeted status updates

Share jobs, relevant news stories about

your company, employee interviews from

your blog, etc..

Mix it up

Sketch out what you’ll say in advance

and build a dialogue with your followers.

Have a plan

Remember the messaging you’re trying

to get across and think about how to

incorporate it.

Stay on brand

71% of company followers on

LinkedIn are interested in

career opportunities at

companies they follow.

Anchor your LinkedIn presence: Careers Page

Think visually.

Use bold images to give a real-world glimpse

into your organization.

Think digitally.

Whatever you say, keep it brief. Content

from your glossy graduate recruitment

brochure may not make sense online, where

attention spans are shorter.

Think video.

You’ll be able to engage candidates more

deeply if they hear real people tell their own

stories, so make video a core part of your

strategy.

Think customized.

Adapt your content to viewers based on their

LinkedIn profiles. You can target your Career

Pages based on a candidate’s job function,

industry, geography, and more.

Priority Time Money

1. Get to know your

audience

research

(low $)

2. Build and amplify

your talent brand

• Candidate engagement

through scale channels

• TA profiles, Company Page

• Employee training

• Training, LinkedIn

Careers Page (mid $),

Work with Us Ads (low to

mid $)

Are you ready?

#3. GET SERIOUS ABOUT PIPELINING

Who’s already pipelining?

Take the poll!

• Little or not at all – we don’t have time

• Little or not at all – we don’t have enough visibility

• Somewhat, depending on the role

• A lot. We are zen pipeline masters

• I’m not even sure I know what true pipelining is

Bill McComb, CEO, Kate Spade

I have this philosophy: "Drill a

well before you need a drink." It

relates to a lot of things, but

particularly talent and recruiting.

How to Build a World Class Talent Pipeline

Tip 1:

Prioritize Where You

Pipeline to Save

Tip 2:

Pre-screen for Top

Performers/Stay in

Touch with “Silver

Medalists”

Stakeholder Tips: Organization Tips: Time Saving Tips: Talking to

Candidates Tips:

Tip 3:

Get Hiring Manager

Commitment

Tip 4:

Commit to Keeping

Tip 5:

Stay Visible and

Accessible Via

Indiect Channels

For all 12 tips for a stunning talent pipeline, see

http://lnkd.in/pipeline-success

Priority Time Money

1. Get to know your

audience

research

(low $)

2. Build and amplify your

talent brand

• LinkedIn Careers Page

(mid $), Work With Us

Ads (low to mid $)

3. Get serious about

pipelining

• Educate team

• Pipeline setup & maintenance

• CRM/ LinkedIn Recruiter

(mid $)

Are you ready?

#4. EMBRACE MOBILE RECRUITING

Your candidates are on mobile in

considerable numbers…

Candidates who have visited

company careers site on mobile

Candidates who have applied to

a job on mobile

Active

Passive

100%Invest adequately in

mobile

Not investing adequately in

mobile

…but employers have not embraced mobile

nearly as enthusiastically

Companies with optimized career

Globally very few employers have

invested in mobile recruiting

Companies with optimized job

posting 18%

3 mobile optimizations you must implement in 2014

1. Use responsive design so your careers site can adapt to any screen size

desktop tablet phone

2. Revise emails, InMails and website copy for mobile. Use visuals.

• Make every word on the screen count:

Keep your sentences and paragraphs

short.

• Include an obvious call to action.

• In emails and InMails spell out “why

them” for the opportunity.

• Use eye-catching visuals that are also

small in size so they load fast on a

phone.

3. Take advantage of LinkedIn's Mobile Apply flows: apply to a job takes under

60 seconds and quality of applications seems on a par with desktop

Priority Time Money

1. Get to know your

audience

research

(low $)

talent brand

Ads (low to mid $)

pipelining

• Educate team,

(mid $)

4. Embrace mobile

recruiting

• Revise email, InMail and site

• Mobile-responsive site

(mid to high $), LinkedIn

Job Slots (low to mid $)

Are you ready?

#5. DON’T FORGET THE TALENT UNDER YOUR NOSE

AGREE OR DISAGREE?

“It’s easier for my employees to leave than to find a job internally.”

Enter your answers in the chat box

Internal hiring and mobility: 4 startling stats

79% who left a company would

have stayed for a relevant

internal opportunity

65% of those who left said it was

easier to find a role outside

the company than internally

66% of internal hires move for

better professional

development

69% of internal moves still happen

informally, through ‘coffee

and a handshake’

Should I stay… or should I go?

#hiretowin | @hireonlinkedin Source: LinkedIn surveys, 2012-13

Employers value internal hiring – 92% invested in it

more or at least the same in 2013 vs. 2012

Internal Hiring Volume

1. Retain top talent

2. Provide your people with

development opportunities

3. Improve employee productivity (less ramp up time for internal vs.

external employees)

4. Raise quality of candidate

5. Achieve cost savings (i.e. lower cost per hire)

Advantages of Internal Hiring

“Which of the following choices best describes why your organization is investing in internal hiring?”

56% 46%

39% 46%

United States Global Average“Comparing 2012 to 2013, how do you expect the volume of internal hiring to change?”

Increase Same Decrease

3 things you can do

If your team doesn’t own internal hiring, connect with

the team that does, and brainstorm improvements.

Facing hiring manager resistance? Find one

open-minded BU and run a pilot.

Find a clean way to surface opportunities to

employees and understand skill sets: email,

internal profiles, LinkedIn profiles etc.

Priority Time Money

1. Get to know your

audience

research

(low $)

talent brand

Ads (low to mid $)

pipelining

• Educate team

(mid $)

4. Embrace mobile

recruiting

5. Don’t forget the

talent under your nose

• Gain consensus from resistant

business leaders; launch pilot

• Employee comms

• System to keep up with

talent and publicize

openings (mid to high $)

Are you ready?

#6. MAXIMIZE PRODUCTIVITY AND SUCCESS WITH

YOUR EXISTING SOLUTIONS!

For LinkedIn Talent Solutions customers: 5

ways to be more productive and successful

Email-based import easy upload of

resumes to LinkedIn Recruiter

(resumes@linkedin.com)

Special algorithms intelligent

candidate discovery (e.g., People You

May Want To Hire, Similar Profiles,

Inside Opinion)

Custom search filters + saved search

alerts exactly the right talent, pushed

to you regularly

For LinkedIn Talent Solutions customers: 5

ways to be more productive and successful

Go mobile with the LinkedIn Recruiter

app, so you can find and engage the

world’s best talent while on the go

Get insights on your company’s hiring

performance on LinkedIn: Talent

Flows, InPact, and more 5

Priority Time Money

1. Get to know your

audience

research

(low $)

talent brand

Ads (low to mid $)

pipelining

• Educate team

(mid $)

4. Embrace mobile

recruiting

5. Don’t forget the talent

under your nose

• Gain consensus from resistant

business leaders

• Employee comms

• System to keep up with

talent and publicize

openings (mid to high $)

6. Raise productivity/

success with LinkedIn

Talent Solutions

• Set up custom search filters

and saved searches

• Download Recruiter Mobile

• None if you have a

LinkedIn Recruiter seat!

Are you ready?

#6. MAXIMIZE PRODUCTIVITY AND SUCCESS WITH

YOUR EXISTING SOLUTIONS!

We’re here to help you crush it in 2014

Strategic Sourcing

and Pipelining

Metrics and

Analytics

Personalized

Job Targeting

Talent Brand

Development

More details at talent.linkedin.com

Reminders

Advanced Boolean

Sourcing with Glen

Cathey – Nov 20th

Follow @hireonlinkedin

for details

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how to plan for 2014: the 5 recruiting investments you need to make | webcast

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