milan training dec 2012 v2
TRANSCRIPT
Recruiting Solutions
Agenda Monday
10:00 - 10:10
10:10 - 10.35
10:35 – 10:40
10.40 - 11.00
11.00 - 11.20
11.10 - 11.15
11.15 - 11.35
11.35 - 12.05
12.05 - 12.25
12.25 - 12.55
12.55 – 13.10
13.10 -13.30
Introduction
Discovery
Solutions in Italy
What’s new Clement
– Talent brand Index
BREAK
– Sponsored Jobs
What’s new Carole
Media Story
BREAK
QBR
AM Collaboration
Takeaways
Recruiting Solutions
SamAM Strategic
Jessica LAM UK
4
LauraSC UK/Nordics/ DACH
IngoSolutionsManager
PadraicAM SMB/NL/ DACH/Nordics
LaurenSC UK/Nordics/ DACH
AnneSC Strategic
ClementSC S.Europe
MarleneSC Benelux
CaroleAM S.Europe
Dublin
London
Paris
Amsterdam
EMEA Solutions Team
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Ingos Number
5
• Second highest Solution Index in EMEA in tough economic environment
• Consistently above 20% target
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What are your Opportunities and Challenges?
How can we help you to sell Media?
6
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Three elements launching around Talent Connect
Talent Brand IndexInDemand
Employers RankingsEmployer Branding best practices portal
Customer-facing Company-facingMember-facing
Know it cold Get the basics Know where to find
Talent BrandReach
Talent BrandEngagement
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What is employer brand?
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Employer brand
Measures the strength of employer brand, and benchmarks it against your talent peers
Tells you how attractive your employer brand qualities are to external candidates
Talent Brand Index
A qualitative representation of what it is like to work at your company
Related to culture, talent, and performance
Recruiting Solutions
Why do we care? Employer brand matters to our clients and has direct impact on their ability to hire
Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries
LinkedIn Confidential ©2012 All Rights Reserved13
of employers plan to maintain or grow investment in employer brand
93%Savings in cost per hire is associated with a strong employer brand
50%
LinkedIn can measure employer brand in a way no one else can– provide real insights to our members and clients
Up to
Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved
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We first assess two important elements of your employer brand: Reach and Engagement
Talent Brand Reach
Talent
Talent that’s familiar with you as an employer
Talent Brand EngagementTalent that is interested in you as an employer
Researching company and career pagesFollowing your companyViewing jobs and applying
Viewing employee profilesConnecting with your employees
311,384members
members18,685
Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved
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Talent
Talent Brand Index can measure your employer brand What percent of people who know about you show an interest?
Talent Brand Index=
Talent Brand Engagement Talent Brand Reach
Fiat Spa6%
Talent Brand Reach
Talent Brand Engagement
311,384members
members18,685
Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved
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We can compare your Talent Brand Index vs peers
Employer of choice
Weaker employer brand
109Peers:AccentureChryslerErnst and YoungFord Motor CompanyIBMPSA Peugeot CitroënReplyTOFAS
• Vale
of
Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved
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Your Talent Brand Index varies across the functions you are looking to hire…
Talent easiest to engage
Talent moredifficult to engage
Tale
nt
Bra
nd
In
de
x
Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved
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…and across the geographies where you have a presence
Talent easiest to engage
Talent moredifficult to engage
Tale
nt
Bra
nd
In
de
x
Recruiting Solutions LinkedIn Confidential ©2012 All Rights Reserved
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We can track how your Talent Brand Index progresses over time
LinkedIn can help you build your employer brand andaccelerate your ability to attract top talent
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3 things you need to know
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Talent Brand Index measures your attractiveness as an employer
The LinkedIn Solution can help improve the strength of your brand
A strong employer brand makes it easier to attract candidates
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Best practices for telling the story
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• Use an analogy to talk about Talent Brand Index
• Only show the data that’s useful
• As you share their numbers, begin discussing solutions
• Look in the appendix for LCP Gold, Recruitment Ads, and more
Talk to the framework
Tell a story
Know your recommendation
Tailor the deck
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Use these materials to engage with your clients: RMs
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Any upsell conversation
Engaging decision makers
Deepen consultative relationship
Create a reason to upsell on jobs/media
Re-engage with insights prior to QBRs/renewals
Invite more senior clients to the discussion
“How big a priority is employment brand for your organization?”
Uncover pain points, build recommendations
“Help make you best in class in engaging talent”
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Proactive discovery questions
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How do you think about your employer brand?
How do you measure/track your employer brand today?
How would you rate your employer brand vs your peers?
How easily would you say you attract talent to your roles vs your peers? • Are there groups where it’s harder/easier?
Who are your biggest competitors when it comes to hiring top talent? • Why are they more effective? Is it related to brand?
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What questions do you have?
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“So you’re saying that if I pay more, my TBI is better? Is this pay to play?”
“Why should I care about my employer brand?”
“How do I increase my reach?”
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What do you do if your client…
Has trouble recruiting in the areas where they have a high TBI?
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Says they don’t have trouble recruiting in an area where they have a low TBI?
Has a TBI that has stayed flat over time/hasn’t improved?
Doesn’t have much of an international presence?
Has a strong overall Talent Brand Index? Are they done investing?
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Where can I access this really cool deck?
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1. go/merlin >> HS Tools >> Talent Brand1
1. Choose company2
1. Download PPT4
1. Edit peer companies3
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How are talent peers calculated for a target company?You can customize these when downloading the deck
Talent Flows
Target page views
Target member activity
Employee profile views
Top 5 overall Talent Peers
Top 4 same-size Talent Peers
&
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Where to go for help?
Need the TBI deck? go/merlin
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Questions about positioning and
help with clients?
Solutions Consultant
Questions about the data or
charts?
Merlin Helpdesk
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IT Administrator
Business Operations
Financial Analyst
Facilities Manager
Marketing Director
Sponsored Jobs give your most important roles a little extra exposure.
Sales OperationsSoftware Engineer
Sales Manager
Senior Engineer
Hard to Fill
Urgent!
Top Priority
Business Critical
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Bring the power of LinkedIn’s targeting and passive talent to pay per click
1
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On the LinkedIn homepage
On the Job Search page
In the member’s email inbox
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LinkedIn Sponsored JobsGet more applicants for your most important roles
LinkedIn Confidential ©2012 All Rights Reserved
LinkedIn automatically
displays your job to relevant
candidates
You control how often
your job appears here
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Pay only when you see resultsBring the power of LinkedIn’s targeting to pay per click
LinkedIn Confidential ©2012 All Rights Reserved
Only pay when a candidate clicks to view your job
• Cost per click: Amount you pay when candidate clicks to view your job
• Budget: the maximum amount you will spend on this job
Manage spend and track success right in Recruiter
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Featured status updates
Benefits of managing your content:
• Brand awareness• Creating community around
the brand - Loyalty• Showcasing thought
leadership to target audience• Drive traffic by increasing
reach
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What does this mean for your client?
Think long term vision and value with daily proofs
Featured status updates
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Clients will be able to share presentations, documents, or Flash video
Tips for clients:- Feature
Slideshow if images
- Financial reports
- Ad as much content as wished
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Indesit Company
Quarterly Business Review
November 2012
Luigi’s Goal: Go for the GOLD!!
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Indesit Company LinkedIn Media Overview - 2012
Solution Contract Amount
Amount Delivered
Currently Scheduled to
be ServedLive Notes
Work With Us NA Live Live Yes Follow Company
Career Page Silver
1 1 NA Yes Migrated to the new format
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The number of unique visitors on your Career Page is steadily increasing and transforming into followers
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The number of followers onf the Indesit page is now 5860 Linkedin Members. After a slow down due the holidays, visits and numbers of new followers is increasing again.
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Members on LinkedIn are joining your company. To date, you have 5860 members from around Europe
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The main geography of your followers is Italy, representing 60% of your community. Follows behing UK, Turkey, Russia, France, Poland
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The typology of your community is very relevant to your employer brand working in the same industry, in the right job functions and come from companies of the same typology of Indesit Company
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Zoom on the other spaces of Indesit
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The ad space on your company page is free to use by all LinkedIn companies.
Just by refreshing the page, an ad from Philips appear on the right hand side of your page
Your Community is engaging with the information which is pushed to them on the company page.
When having a closer look, it seems that videos and the successes of Indesit have greater success and engagement
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Next steps
Leveradge even more the new functionnalities coming out to push content to your community and to specific audiences:– Targeted Status Updates on Indesit Company home tab will have
way higher engagement rates than global communications.
Drive traffic and awareness to your employer brand presence by using recruitment ads focusing on specific needs in terms of visibility and gaps in the community
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Employees are your best ambassadors , generating interest and attracting qualitative profiles to Indesit
Views by non Indesit employees
The in bound flow traffic on your employee profile is big! The profiles of your employees get in average visited 14K times by month by 5,5K different viewers.
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Indesit Company’s Work With Us is performing at 19 timesindustry average
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Campaign Creative
Audience Impressions Served
CTR
Follow Company External/ Internal
94,751 1.5%
Industry average for Recruitment Advertising is 0.08%
The Work With Us campaign is currently performing very well, even along time, which is a success.
April May June July August September October November
2.02% 1.84% 1.41% 1.42% 1.37% 1.21% 1.74% 1.7%
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The typology of profiles seeing « Work With Us » and therefore seeing your employee profiles – Sept data
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The profiles of your employees get a lot of traffic and interest by LinkedIn members in the same industry and functions.
The profiles of your employees have been visited by 2557 different companies, but with as emphasis on the same typology as Indesit’s.
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Impact of « Work With Us » on the Page
Work with Us enhanced visibility of your overall presence and pushed traffic to your Career Page
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Your actions on LinkedIn have an impact on your hiring
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Even without communicating on you presence on LinkedIn except via your employees, your Career Page impacted 13 new hires and Work With Us impacted 7 of your new hires. These numbers are very promising when thinking about recruitment ads.
Driving qualitative traffic to your page will enhance the impact, pushing communication and job to a specific audience you chose
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Talent
Talent Brand Index can measure your employer brand What percent of people who know about you show an interest?
LinkedIn Confidential ©2012 All Rights Reserved 69
Talent Brand Index=
Talent Brand Engagement
Talent Brand Reach
17%
Talent Brand Reach
Talent Brand Engagement
127,652members
members
22,019
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We can track how your Talent Brand Index progresses over time
LinkedIn Confidential ©2012 All Rights Reserved 70
Your Talent Brand Index has importantly increased when you launched the Work With Us campaign. As the curve is slowing down, increasing reach via a
targeted recruitment ads campaign will increase engagement to qualitative audience.
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Your Talent Brand Index varies across the functions you are looking to hire…
LinkedIn Confidential ©2012 All Rights Reserved 71
Talent easiest to engage
Talent moredifficult to engage
Tale
nt
Bra
nd
In
de
x
Media and Communication and Marketing have very high engagement with your brand in coherence with the typology of jobs posted.
However, engineers which is one of your area of focus in missing from the top 6 job functions engaging the most with your brand.
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…and across the geographies where you have a presence
LinkedIn Confidential ©2012 All Rights Reserved 72
Talent easiest to engage
Talent moredifficult to engage
Tale
nt
Bra
nd
In
de
x
You can notice a high engagement towards your brand in Italy, in coherence with the analysis of your community.
However it is important to notice that the two other countries where you have jobs openings at the moment (Poland and Switzerland) are not in the top 6 countries.
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Key Takeaways
Indesit Company has a community which is constantly growing eager to know information about the company
LinkedIn had an impact on job
The media actions undertaken this year had an impact on your hiring results
Indesit Company benefits from a great indirect interest in your brand when looking at the « Work with us » results
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Recommendations
Enhance your brand awareness and engagement: – Provide highly targeted branding messages to the talent
researching your career opportunities– Engage your Followers directly on their homepages through
Company Status Updates
Drive traffic to your LinkedIn presence and other spaces:– Continue using WWU to convert indirectly interested members– Communicate about your presence to a specific target/ audience
you would like to gather.
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Drive reach and engagement among highly targeted audiences where you’d like to boost your brand by using Traffic Drivers
LinkedIn Confidential ©2012 All Rights Reserved 76
Erica Robertson
Your ideal passive candidate
Product Marketing Manager
You’ve been now reaching only people with interest in your company you need now to communicate on your presence to a more mass but still relevant for you population
Erica RobertsonConsulting
Picture yourself with a career inConsulting at
at Mazars
Mazars
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Provide highly targeted branding messages to the talent researching your career opportunities
LinkedIn Confidential ©2012 All Rights Reserved 77
Audience: General Professional Audience:
Use strong imagery, Convey a clear message about your company, and feature engaging, relevant content
Marketing
Indesit Company
Indesit Company
Jobs at Indesit Company
Marketing Manager
Marketing Manager
Marketing Manager
Director of Marketing
Director of Marketing
Senior Marketing Manager
Senior Marketing Manager
Indesit Company
Indesit Company
Recruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved
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But what does she do? Onboarding
– LCP Gold/Platinum Onboarding– WWU Onboarding– Recruitment Ads Onboarding– Migration to new format
On going– Launching Media
Talent Direct WWU Recruitment Ads
– Advising and Checking on clients– Reporting – QBR’s
On side– Adhoc rep requests– Bugs and fixes– Special projects– Internal meetings (Reps and team)
Recruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved
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SETTING EXPECTATIONS – SLA’S
Recruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved
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Benefits
Organisation– For the client– For the rep
Transparency and deception avoidance– Circle of anger– Set a clear planning with the client
Optimization
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Target Requests SLAs
Response to:– Target Request: Please expect 4 DAYS– WWU: Allow 3 days SLAs– Recruitment Ads : Allow 1 WEEK MINIMUM from start to
launch.– Talent Direct : Allow 1 MONTH MINIMUM from start to
launch.
NB: Take into account the client as well !
Recruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved
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Best practices Always send the opportunity (if one doesn’t exist, create one)
Each Non-Sub product needs a Target Request approved in order to generate contract• If you are selling two Talent Directs, two Target Requests are needed
Manage client expectations on campaign delivery
Reporting requests need AT LEAST 3-4 days notice• More time to pull reporting will allow us to offer analysis on the data to tell a story and
identify up-sell opportunities.
Tell Your Account Manager about possible delay in Media Renewals• We can grant a 10 day grace period. If we aren’t forewarned, the solution will
automatically be turned off on contract end date.
AND: USE THE WIKI!