knock it off: a 4-point stop-doing list that will make you 9 gajillion percent* more effective on...
TRANSCRIPT
Jason Seiden CEO, Ajax Workforce Marketing
Knock It OffA 4-Point “Stop Doing” List That Will Make
You 9 Gajillion Percent* More Effective On LinkedIn
(*Rough Estimate)
Knock it off, right now.
Personal branding vs. employer brandingon LinkedIn profiles
max mean min0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
company brandingpersonal branding
For Fortune’s top 25 Best Companies to Work For
Stop expecting executives and professionals to see social media
the same way.–me again
Stop expecting LinkedIn strategies to be all offense all the
time.– you’re not going to believe this, but… me
Stop:dictating
trying to use 1 solution for everyone
controlling social communicationsplaying 100% offense
Now run like hell.
Actually, don’t.
Messageimpact
reach * resonanceeffort
=
Limited. People
have their guards up.
Expensive. Weight is born by corporate
and/or an agency.
Applying traditional marketing to social:
Expensive. Need people following the
company.
Messageimpact
reach * resonanceeffort
=
Limited. People
have their guards up.
Expensive. Weight is born by corporate
and/or an agency.
Applying traditional marketing to social:
Expensive. Need people following the
company.
Messageimpact
reach * resonanceeffort
=
Limited. People
have their guards up.
Expensive. Weight is born by corporate
and/or an agency.
Applying traditional marketing to social:
Expensive. Need people following the
company.
Messageimpact
reach * resonanceeffort
=
Limited. People
have their guards up.
Expensive. Weight is born by corporate
and/or an agency.
Applying traditional marketing to social:
Expensive. Need people following the
company.
Who do you trust… when it comes to a company’s employer brand?
63% 21% 11% Employees CEO Spokesperson
2013 Edelman Trust Barometer
In other words… Here’s how much of every dollar spent has impact:
63¢ 21¢ 11¢ EmployeeMessaging
CEOMessaging
SpokespersonMessaging
Messageimpact
reach * resonanceeffort
=
Amplified by employees’
knowledge of their networks’
interests.
Distributed to the shoulders of employees
around the company.
Applying workforce marketing to social:
Amplified by size of
employees’ personal networks.
Messageimpact
reach * resonanceeffort
=
Amplified by employees’
knowledge of their networks’
interests.
Distributed to the shoulders of employees
around the company.
Applying workforce marketing to social:
Amplified by size of
employees’ personal networks.
Messageimpact
reach * resonanceeffort
=
Amplified by employees’
knowledge of their networks’
interests.
Distributed to the shoulders of employees
around the company.
Applying workforce marketing to social:
Amplified by size of
employees’ personal networks.
1. The agency’s campaign failed.2. Our CEO’s edict failed.3. Giving up seemed to work!
“We tried that, it didn’t work.”
Message 1 Message 2Resonance Pull through Engagement Impact Conversion Avg Revenue Value Extrapolated Resonance Pull through
Division 1 79.60% 37.41% 37% 83.49% 31.00% $801.77 $248.54 $6,364,608 33.60% 51.63%Recruiting 58.29% 52.34% 99% 87.90% 86.82% $8,353.00 $7,251.92 $185,707,102 60.08% 21.50%Hiring Mgrs 70.80% 49.97% 23% 32.16% 7.42% $6,977.81 $517.50 $13,252,261 28.77% 12.00%Sales 92.09% 40.89% 11% 60.62% 6.80% $704.36 $47.87 $1,225,949 46.21% 22.48%Marketing 11.34% 20.92% 51% 64.24% 32.75% $2,620.53 $858.12 $21,974,853 42.50% 88.05%Execs 57.21% 95.38% 14% 69.13% 9.49% $4,286.02 $406.77 $10,416,644 77.93% 29.62%Ops 67.67% 32.87% 28% 69.56% 19.69% $79.14 $15.58 $399,002 7.39% 44.82%PMO 59.18% 3.43% 34% 76.62% 25.93% $9,232.82 $2,393.70 $61,297,754 46.62% 37.67%Division 2 44.61% 48.77% 42% 11.76% 4.89% $230.20 $11.25 $288,130 73.09% 42.83%Recruiting 81.86% 31.09% 43% 1.56% 0.67% $4,941.94 $33.32 $853,293 52.75% 96.53%Hiring Mgrs 22.10% 98.19% 26% 78.99% 20.35% $7,492.50 $1,524.97 $39,051,307 59.17% 4.97%Sales 79.13% 6.26% 29% 33.41% 9.71% $2,746.45 $266.64 $6,828,223 80.73% 57.08%Marketing 62.44% 57.69% 42% 43.57% 18.20% $2,356.82 $428.85 $10,982,099 12.23% 46.43%Execs 76.92% 24.42% 66% 8.99% 5.93% $2,746.50 $162.84 $4,169,973 59.29% 80.34%Ops 15.90% 93.32% 23% 6.02% 1.40% $3,737.77 $52.27 $1,338,554 2.47% 95.99%PMO 10.55% 99.67% 82% 52.67% 43.10% $8,275.52 $3,567.01 $91,344,035 80.90% 37.45%Division 3 86.96% 34.94% 67% 74.68% 50.00% $7,860.26 $3,930.43 $100,650,441 63.45% 44.23%Recruiting 49.49% 59.01% 60% 94.70% 56.42% $5,203.55 $2,935.66 $75,176,485 70.20% 33.65%Hiring Mgrs 16.16% 46.69% 75% 67.19% 50.11% $3,445.83 $1,726.67 $44,216,578 76.88% 27.18%Sales 96.81% 5.12% 98% 84.50% 82.48% $1,722.40 $1,420.57 $36,377,888 91.08% 29.25%Marketing 11.60% 33.49% 64% 99.16% 63.90% $571.76 $365.35 $9,355,865 53.64% 47.26%Execs 63.01% 59.51% 32% 43.47% 13.71% $2,366.31 $324.39 $8,306,944 46.12% 26.46%Ops 15.51% 38.94% 68% 28.64% 19.45% $2,946.79 $573.27 $14,680,236 17.88% 84.61%PMO 7.85% 75.70% 73% 11.33% 8.28% $9,881.56 $817.71 $20,939,804 1.64% 13.24%Division 4 69.62% 8.22% 43% 28.79% 12.46% $201.74 $25.13 $643,558 80.07% 32.84%Recruiting 32.53% 9.97% 24% 18.81% 4.45% $6,337.34 $282.27 $7,228,346 42.49% 34.40%Hiring Mgrs 50.76% 1.15% 73% 33.58% 24.63% $5,684.51 $1,400.24 $35,857,437 4.81% 62.19%Sales 26.18% 29.50% 73% 61.26% 44.43% $9,839.81 $4,372.16 $111,962,334 25.15% 13.66%Marketing 64.25% 83.56% 62% 74.56% 46.32% $5,215.50 $2,415.61 $61,858,898 98.11% 99.50%Execs 51.64% 95.75% 5% 27.97% 1.27% $1,304.69 $16.53 $423,287 90.67% 78.58%Ops 1.70% 15.12% 30% 20.54% 6.07% $1,831.01 $111.07 $2,844,237 70.55% 0.20%PMO 95.74% 70.81% 97% 2.16% 2.09% $6,102.67 $127.83 $3,273,540 9.99% 33.26%Division 5 62.67% 54.34% 41% 88.37% 36.18% $9,352.94 $3,383.72 $86,650,309 15.89% 26.42%Recruiting 0.91% 38.15% 81% 54.44% 44.07% $7,022.76 $3,095.16 $79,260,937 90.41% 47.52%Hiring Mgrs 54.26% 58.46% 99% 5.30% 5.24% $1,954.53 $102.45 $2,623,531 71.22% 22.02%Sales 7.30% 65.82% 15% 89.61% 13.83% $8,886.94 $1,229.02 $31,472,768 16.28% 75.47%Marketing 17.28% 37.67% 40% 1.96% 0.79% $5,849.19 $46.06 $1,179,449 40.53% 37.38%Execs 17.38% 88.61% 15% 45.37% 6.72% $4,850.28 $325.99 $8,348,067 32.04% 91.20%Ops 2.95% 41.30% 4% 41.24% 1.62% $825.84 $13.38 $342,700 6.29% 5.28%PMO 95.22% 16.05% 32% 45.07% 14.60% $6,540.66 $955.10 $24,458,171 24.81% 0.17%Division 6 63.36% 44.12% 66% 27.89% 18.43% $7,241.36 $1,334.58 $34,175,909 18.80% 51.65%Recruiting 61.35% 3.23% 88% 58.01% 50.98% $5,727.38 $2,919.99 $74,775,182 67.62% 77.28%Hiring Mgrs 10.25% 40.99% 6% 96.72% 5.54% $9,583.49 $531.05 $13,599,049 73.20% 40.41%Sales 85.56% 46.01% 97% 43.60% 42.38% $7,064.37 $2,993.93 $76,668,622 79.31% 97.65%Marketing 55.45% 74.17% 48% 25.91% 12.55% $6,988.36 $877.24 $22,464,284 16.75% 30.38%Execs 88.74% 43.69% 62% 56.64% 35.20% $7,320.32 $2,576.70 $65,984,030 40.22% 79.92%Ops 43.95% 21.44% 79% 13.77% 10.93% $7,700.97 $842.02 $21,562,351 5.81% 43.01%PMO 92.47% 73.46% 82% 9.45% 7.72% $1,774.63 $137.02 $3,508,730 55.93% 18.19%
Get the facts
Have you rocked your profile?
Jason Seiden CEO, Ajax Workforce Marketing
Thank You!
Jason Seiden CEO, Ajax Workforce Marketing [email protected]