how to plan for 2014: the 5 recruiting investments you need to make | webcast
TRANSCRIPT
#hiretowin | talent.linkedin.com
It’s coming. Are you ready?
Maria
Ignatova Content Marketing Mgr
LinkedIn Talent Solutions
@mariaignatova
Leela
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
#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?
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Invest
TIME Invest
MONEY
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Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#hiretowin | @hireonlinkedin
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
1
2
3
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
#hiretowin | @hireonlinkedin
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 $)
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Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#hiretowin | @hireonlinkedin
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.
#hiretowin | @hireonlinkedin
#hiretowin | @hireonlinkedin
#hiretowin | @hireonlinkedin
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
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P.O.P. Profile Optimization Project
#hiretowin | @hireonlinkedin
Before
New professional
photo
Summary section
with rich media
New headline
Increased reach
After
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
#hiretowin | @hireonlinkedin
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
route
• Got exec buy-in on brown bag
lunches for hiring managers
• Helped employees overcome
anxieties about what to say on
profiles
#hiretowin | @hireonlinkedin
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.
#hiretowin | @hireonlinkedin
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.
#hiretowin | @hireonlinkedin
What’s the investment?
Priority Time Money
1. Get to know your
audience
• Candidate and new hire
research
• “Persona” development
• Candidate 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 $)
#hiretowin | @hireonlinkedin
Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#hiretowin | @hireonlinkedin
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.
#hiretowin | @hireonlinkedin
How to Build a World Class Talent Pipeline
Tip 1:
Prioritize Where You
Pipeline to Save
Time
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
Track
Tip 5:
Stay Visible and
Accessible Via
Indiect Channels
#hiretowin | @hireonlinkedin
For all 12 tips for a stunning talent pipeline, see
http://lnkd.in/pipeline-success
What’s the investment?
Priority Time Money
1. Get to know your
audience
• Candidate and new hire
research
• “Persona” development
• Candidate research
(low $)
2. Build and amplify your
talent brand
• Candidate engagement
through scale channels
• TA profiles, Company Page
• 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 $)
#hiretowin | @hireonlinkedin
Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#hiretowin | @hireonlinkedin
#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
#hiretowin | @hireonlinkedin
Active
Passive
87%
13%
0%
20%
40%
60%
80%
100%Invest adequately in
mobile
Not investing adequately in
mobile
…but employers have not embraced mobile
nearly as enthusiastically
20%
Companies with optimized career
sites
Globally very few employers have
invested in mobile recruiting
Companies with optimized job
posting 18%
#hiretowin | @hireonlinkedin
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
3 mobile optimizations you must implement in 2014
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.
#hiretowin | @hireonlinkedin
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
3 mobile optimizations you must implement in 2014
#hiretowin | @hireonlinkedin
What’s the investment?
Priority Time Money
1. Get to know your
audience
• Candidate and new hire
research
• “Persona” development
• Candidate research
(low $)
2. Build and amplify your
talent brand
• Candidate engagement
through scale channels
• TA profiles, Company Page
• 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 $)
4. Embrace mobile
recruiting
• Revise email, InMail and site
copy
• Mobile-responsive site
(mid to high $), LinkedIn
Job Slots (low to mid $)
#hiretowin | @hireonlinkedin
Are you ready?
#hiretowin | @hireonlinkedin
#5. DON’T FORGET THE TALENT UNDER YOUR NOSE
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
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?”
4% 8%
56% 46%
39% 46%
0%
20%
40%
60%
80%
100%
United States Global Average“Comparing 2012 to 2013, how do you expect the volume of internal hiring to change?”
Increase Same Decrease
#hiretowin | @hireonlinkedin
3 things you can do
1
2
3
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.
#hiretowin | @hireonlinkedin
What’s the investment?
Priority Time Money
1. Get to know your
audience
• Candidate and new hire
research
• “Persona” development
• Candidate research
(low $)
2. Build and amplify your
talent brand
• Candidate engagement
through scale channels
• TA profiles, Company Page
• 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 $)
4. Embrace mobile
recruiting
• Revise email, InMail and site
copy
• Mobile-responsive site
(mid to high $), LinkedIn
Job Slots (low to mid $)
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 $)
#hiretowin | @hireonlinkedin
Are you ready?
#6. MAXIMIZE PRODUCTIVITY AND SUCCESS WITH
YOUR EXISTING SOLUTIONS!
#hiretowin | @hireonlinkedin
#5. DON’T FORGET THE TALENT UNDER YOUR NOSE
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
For LinkedIn Talent Solutions customers: 5
ways to be more productive and successful
1
2
3
Email-based import easy upload of
resumes to LinkedIn Recruiter
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
4
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
What’s the investment?
Priority Time Money
1. Get to know your
audience
• Candidate and new hire
research
• “Persona” development
• Candidate research
(low $)
2. Build and amplify your
talent brand
• Candidate engagement
through scale channels
• TA profiles, Company Page
• 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 $)
4. Embrace mobile
recruiting
• Revise email, InMail and site
copy
• Mobile-responsive site
(mid to high $), LinkedIn
Job Slots (low to mid $)
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!
#hiretowin | @hireonlinkedin
Are you ready?
#6. MAXIMIZE PRODUCTIVITY AND SUCCESS WITH
YOUR EXISTING SOLUTIONS!
#hiretowin | @hireonlinkedin
#5. DON’T FORGET THE TALENT UNDER YOUR NOSE
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
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
#hiretowin | @hireonlinkedin
Reminders
Advanced Boolean
Sourcing with Glen
Cathey – Nov 20th
Follow @hireonlinkedin
for details
Save the Date/
Tell your Recruiters