secrets to success with linkedin career pages | webcast
DESCRIPTION
Be one of the first to learn about the new tiers and features we've just introduced for LinkedIn Career Pages! You'll learn why we’ve expanded our Career Page options, how we’ve made it more flexible than ever to broaden the viewership of your page, and how you can personalize your page depending on your visitor’s profile.TRANSCRIPT
5 Steps to Boosting Your Talent Brand Through Content 1talent.linkedin.com | 1
Success With LinkedIn Career PagesCareer Page Personalization
Targeted Engagement Media
Talent Communities
Introductions
Agenda
The Power of Engagement Media
The Power of Personalization
Building a Talent Community
Reporting & Sample Results
Q & A
LinkedIn Career Pages Personalization & Relevancy
Digital Trends 2014 - 2015
• Personalized products automatically get 73% more clicks.• Nearly ¾ of online users get frustrated with websites when the content has nothing to
do with their interests.• 66% of marketers reported that targeting & personalization were top benefits of their
marketing strategy in 2014.
Source: BrainSINSSource: Janrain & Harris Interactive
Personalization Trends
LinkedIn Career Pages
Personalization
Engineering Students Brazil
Relevancy
The Power of Engagement MediaTargeted Ads
How does this look across the web…
How this looks on LinkedIn….
5 Views600k Ad Impressions
30 Views1.5M Ad Impressions
What’s the value behind media?
Impressions Served: 599,205
12
Number of candidates made aware of your brand message
Number of the above candidateswho engaged with you on the network after being exposed to your brand message
Number of the above candidates you hired in the months after the campaign
Sample Client Data
78,240
3,607
Unaware
Considering
Hired
Aware
A day in the life of a member on LinkedIn…
14
Profile Snapshot: George Costanza
Lives in Greater New York
230 connections in his network
Graduated from Queens College
Joined 4 groups related to his industry
George CostanzaArchitect | Architecture and Engineering Industry
Ideal Passive Candidate
Day 1
Day 2-4
Day 5-6
Day 7-9
Day 10
Enhanced Career Page Options
+ Personalization
Increase relevance with more of your top talent pools and regions
+ Targeted Ads
Connect with candidates at every stage of the journey, not just actives.
Ensure you’re building awareness and engagement with the candidates you need.
Reporting & Sample ResultsUnderstanding Benchmarks
Increase of ~6X in page views
Increase of ~5X in unique visitors
Increase of ~2.5 in
Followers
Campaign Reporting
Reporting is shared by your Media Account Manager. Ads are intended to increase traffic to your Careers Page, Jobs, and grow Followers.
Here’s an actual customer example after launching Traffic Drivers:
Media Significantly Increases Career Page Visits
Jan-
13
Feb-1
3
Mar
-13
Apr-1
3
May
-13
Jun-
13
Jul-1
3
Aug-1
3
Sep-1
3
Oct-1
3
Nov-1
3
Dec-1
3
Jan-
14
Feb-1
4
Mar
-14
Apr-1
4
May
-14
Jun-
14
Jul-1
4
Aug-1
40
100
200
300
400
500
600
700
800
900
178161146
216
687726718
850
385
281260265
243263
239269277265
304
175
Unique Career Page Visitors
Traffic Driver ads
Media Significantly Increases Followers
Traffic Driver ads
Anticipating ROI
300,000 Ad Impressions 600,000 Ad Impressions
Building a Talent CommunityExelon’s Story
DiversityMilitary
ITEngineering
Exelon’s Talent Brand Presence on LinkedIn
Students
Traffic Driver Ads
These ads are reaching Engineering, Operations, Finance, and I.T. professionals, working in the Utilities and Oil & Energy industries,
and in the US (emphasis on the greater Chicago, Rockford, Philadelphia and Davenport areas)
Job Viewers
Company/Career Page Viewers
Followers Added
1,007Of your Target Audience
3,994Of your Target Audience
1,328Of your Target Audience
Career Page Visitors Traffic Drivers are effectively driving talent to Exelon’s Career Page, the hub of your Employer Brand on LinkedIn
Campaign launchedJuly 17- October 17*Data as of 11/1/14
Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-140
500
1000
1500
2000
2500
3000
3500
772
1,072 1,093
1,408
755
1,025 9711,081 1,042 1,026
483
1,340
2,323
2,913
1,886
Career Page Visitors
10%
75%
Branding increases Exelon Recruiter InMails
Apr 2014 to Sep 2014
Engaged
with your brand
No engagement
with your brand
InMail Response Rates by Recipient Engagement
*Engaged member = any member who viewed one of your jobs, your company/career page or became
a follower within the 60 days prior to receiving an InMail from one of your employees
Exelon’s Talent Community Challenge
Situation• Wanted to migrate an existing talent community to a system that would not
become stale. Looking for a “living breathing” profile that synchs to a member’s professional profile of record.
• Looking for a Talent Community that would be a true “community” with a concerted effort to engage these members over time. (avoiding black hole)
Solution• Transitioned existing talent community database via a CheckIn link into
Recruiter.
• Promoted the new Talent Community link across multiple platforms: Exelon Career Website, LinkedIn Company & Career Page, Social Media, Email Signatures, etc.
Promoting the Talent Community
Member Experience
Results• 10,812 existing talent community members converted to the new CheckIn
Talent Community.• 4,351 NEW talent community members since launch in March 2014.
Performance
Exelon followers grew by 148% since last July
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-140
5000
10000
15000
20000
25000
30000
35000
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1,3318821,0341,0351,109948844
584
4,054
2,310
3,060
715732624534566607579556
8,444 9,023 9,630 10,19610,73011,35412,08612,801
15,861
18,171
22,22522,80923,653
24,60125,710
26,74527,779
28,66129,992
Exelon Monthly Followers
New Monthly Followers Total Monthly Followers
CheckIn events started in September 2013, gaining a total of 14,301 candidate responses to date
Key Take Aways
1. Know what your trying to solve for2. Build out your content first3. Have a strategy or process 4. Track your progress5. Leverage your account team for ongoing and future strategies6. Engage your organization not just your talent acquisition organization
Q & A Any Questions?