chris skinner from avanade on employee engagement & linkedin
DESCRIPTION
Global Head of Recruitment Marketing at Avanade, Chris Skinner, demonstrates LinkedIn's power as an employee engagement toolTRANSCRIPT
© 2013-2014 Avanade Inc. All Rights Reserved.
Employee Engagement and LinkedIn
3rd July
Chris Skinner
© 2013-2014 Avanade Inc. All Rights Reserved.
Agenda
Who are Avanade?
Optimizing LinkedIn Profiles
LinkedIn Showcase Pages
© 2013-2014 Avanade Inc. All Rights Reserved.
Who are Avanade?
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We are a worldwide provider of business technology solutions and managed services
More than 20% average yearly
growth since our inception in 2000
More than 70 locations in more than 20 countries
Realized 95% satisfied customers
21,000 employees
More than $2B in revenue
• Committed to the Microsoft Platform• Founded on a unique alliance• Passionate about using technology
to deliver results that matter• Serving mid to large organizations in
all industries
80% owned by Accenture
20% owned by Microsoft
© 2013-2014 Avanade Inc. All Rights Reserved.
LinkedIn Optimization
© 2013-2014 Avanade Inc. All Rights Reserved.
Back in the day
Early 2013
98% of Avanade employees have a LinkedIn profile
LinkedIn is #5 for total number of hires (behind ERP, agencies, job boards and Search Engines)
370,000 people visiting LinkedIn career profiles each year
370,000 visitors are left alone
LinkedIn is #2 channel source for lowest attrition (behind ERP)
How can we maximize impact of LinkedIn?
© 2013-2014 Avanade Inc. All Rights Reserved.
LinkedIn WorkWithUs advertising
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Began WorkWithUs advertising – all countries / all languages
Candidates Careers Site
Employees ERP site
© 2013-2014 Avanade Inc. All Rights Reserved.
Why Optimize LinkedIn Profiles
To increase traffic to Avanade profile pages, employees encouraged to optimize LinkedIn profiles by inserting the right content / “bait” - Company url’s- Company e-mail address- Text around which skills Avanade Are looking to recruit from
Entire process takes 2-3 minutes
What’s in it for Avanade?- More traffic / clicks- More higher quality job seekers- More ERP hires
What’s in it for employees?Increase their networksIncrease their ability to refer people to Avanade
© 2013-2014 Avanade Inc. All Rights Reserved.
Instructions & Promotion
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© 2013-2014 Avanade Inc. All Rights Reserved.
Results of optimization campaign?
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Mar 2014 Jun 2013 Aug 2012 Change Since 2012
Avanade Employees With Profiles 7,599 6,716 5,543 37% growth
Unique Visitors to Employee Profiles 48,321 41,562 31,001 56% growth
Total Views of Employee Profiles 102,267 85,830 67,879 51% growth
• >2,000 employees have optimized profiles (c.33% of onshore wfce.)
• Advert CTR is 0.27% - well above the industry average of 0.05%
• Employee referral rate was 20% at start of campaign / now at 27%
• 80% increase in LinkedIn hires (FY14 compared to FY12)
• LinkedIn is #3 for total number of hires (behind ERP and agencies; above job boards, direct sourcing and Search Engines)
© 2013-2014 Avanade Inc. All Rights Reserved.
Results / Learnings
Use local employees to promote locally
Local language always best
Don’t overkill with competition – every 2/3 months ok
Promote it to your advantage too – Avanade marketing award
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© 2013-2014 Avanade Inc. All Rights Reserved.
LinkedIn Showcase pages
© 2013-2014 Avanade Inc. All Rights Reserved.
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What are LinkedIn Showcase Pages?
A new offering launched in Nov 2013 as a way for brands to promote a particular product, service or business unit
Showcase Pages hang off a company’s main LinkedIn page
Great examples of Showcase Pages:Microsoft DynamicsAccenture Strategy
© 2013-2014 Avanade Inc. All Rights Reserved.
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What are the benefits of a LinkedIn Showcase Page?
Create a presence on LinkedIn dedicated to your region / language
Customize messaging and content for your audience
Grow a community that is based in your country/region
Access to analytics that track a variety of metrics- Engagement (likes, comments)- Reach of content (impressions)- Follower demographics (seniority level)- Number of page views and unique visitors
Show recruiting and marketing content
Showcase pages are completely free - no cost to maintain them** (despite what LinkedIn tell you…..)
© 2013-2014 Avanade Inc. All Rights Reserved.
10 Tips for Posting Content
Provide value to your audience and summarize key takeaways for them
Make it visual and be sure each post has an image
Write well and check your posts for errors before hitting publish
Make your posts fun and entertaining using a light tone / voice
Convey excitement when sharing things like awards and events
Track the response rate of posts to see what resonates with followers
Once you’ve built a community, ask questions to engage your audience
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© 2013-2014 Avanade Inc. All Rights Reserved.
Avanade Showcase Pages
© 2013-2014 Avanade Inc. All Rights Reserved.
Avanade Showcase Pages
© 2013-2014 Avanade Inc. All Rights Reserved.
Results / Learnings
All 20 Avanade regions have showcase pages
1,000 employees have signed in 7 days
Over 3,000 followers overall and growing rapidly
Early indication are that levels of engagement are high
Local promotion and content are key
Ensure everyone is trained / saves a lot of time and hassle
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© 2013-2014 Avanade Inc. All Rights Reserved.
Questions?