your 2014 small business recruiting checklist: make this year count | webcast
TRANSCRIPT
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 unique and strong employer brand • Finding exactly the right candidates for my company • Reach candidates where they are with mobile recruiting • Improving my (team’s) recruiting fundamentals • Save time by getting the rest of my company to help with
recruiting
Look familiar?
#hiretowin | @hireonlinkedin
Invest TIME
Invest MONEY
You CAN be more nimble and flexible than larger talent competitors
Recruitment and sales/marketing: more similar than different
Consideration
(1:1 candidate discussions)
Preference (1:1 closing)
Discovery (1: many lead generation) In order to move your prospects
down the funnel, you have to • Speak in their language • Understand their challenges
and concerns • Offer them the right solution While in 1:1 discussion, candidates are still influenced by your 1:many activities
#hiretowin | @hireonlinkedin
How can you most effectively connect with your candidates?
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
Know your audience and speak their language
1:1 1: many
• For roles you hire frequently, save time by developing personas to represent group’s needs/behaviors
• Put a human face on your target, get hiring team on same page
• Spend time 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 $)
#hiretowin | @hireonlinkedin
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#hiretowin | @hireonlinkedin
Make This Year Count
Talent brand is just as important to small businesses
69% Of recruiting leaders at companies with <500 employees agree talent brand is a top priority for their organization
(vs. 70% global average across all companies)
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
Talent brand is huge opportunity for smaller organizations to stand out
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
#hiretowin | @hireonlinkedin
Help your team shine on LinkedIn and other social platforms – brown bag-style
• 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
• LinkedIn Careers Page (mid $), Work with Us Ads (low to mid $)
#hiretowin | @hireonlinkedin
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. PRIORITIZE WHERE YOU PIPELINE
#hiretowin | @hireonlinkedin
Make This Year Count
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 with Less Effort Via Indirect 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 • Employee training
• LinkedIn Careers Page (mid $), Work With Us Ads (low to mid $)
3. Get serious about pipelining
• Hiring manager education • Pipeline setup & maintenance
• CRM/ LinkedIn Recruiter (mid $)
#hiretowin | @hireonlinkedin
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#hiretowin | @hireonlinkedin
#4. EMBRACE MOBILE RECRUITING
Make This Year Count
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 guerrilla mobile recruiting tactics for 2014 1. Use ready-made mobile templates from Wordpress, GoDaddy, and other web-hosting providers (already part of your service).
3 guerrilla mobile recruiting tactics for 2014 Bonus: Services like Duda Mobile can help you build your own mobile template with a few clicks and about $8 a month.
3 guerrilla mobile recruiting tactics for 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.
• Use large fonts.
• Include an obvious call to action. • Use eye-catching visuals that are also
small in size so they load fast on a phone.
#hiretowin | @hireonlinkedin
3. Take advantage of the mobile-optimized services 3rd party sites offer (social media, job boards). Here is an example of mobile application through LinkedIn:
3 guerrilla mobile recruiting tactics for 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 • Employee training
• LinkedIn Careers Page (mid $), Work With Us Ads (low to mid $)
3. Get serious about pipelining
• Hiring manager education • Pipeline setup & maintenance
• CRM/ LinkedIn Recruiter (mid $)
4. Embrace mobile recruiting
• Email, InMail and site copy revision
• Research on whether web-hosting service offers free mobile templates
• Mobile template ($8 a month), LinkedIn Job Slots (low to mid $)
#hiretowin | @hireonlinkedin
#hiretowin | @hireonlinkedin
#5. GET CREATIVE WITH YOUR EXISTING TALENT
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
Make This Year Count
AGREE OR DISAGREE?
“We do a great job of moving talent around within our own company.”
Enter your answers in the chat box
Why you should start by looking inward
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
#hiretowin | @hireonlinkedin Source: LinkedIn surveys, 2012-13
3 things you can do
1
2
3
Hire people that you know can grow with the business (e.g., smart, resourceful people who fit your culture).
Get business leaders on board with moving people around within the company; help them understand what that means for the skill sets you hire. .
Make sure your employees know about opportunities as well as any criteria they need to fill (e.g., minimum time in role)
#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
• 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
• Email, InMail and site copy revision
• Research on whether web-hosting service offers free mobile templates
• Mobile template ($8 a month), LinkedIn Job Slots (low to mid $)
5. Get creative with your existing talent
• Consensus-building with leaders that mobility = good
• Employee updates on openings
• n/a
#hiretowin | @hireonlinkedin
#6. GET MORE VALUE FROM EXISTING SOLUTIONS!
#hiretowin | @hireonlinkedin
#5. GET CREATIVE WITH YOUR EXISTING TALENT
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
Make This Year Count
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 ([email protected])
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
#6. GET MORE VALUE FROM EXISTING SOLUTIONS!
#hiretowin | @hireonlinkedin
#5. GET CREATIVE WITH YOUR EXISTING TALENT
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
Make This Year Count
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
New Year, New You: How to Build a Knockout Recruiting
Presence on LinkedIn with Jason Seiden
January 22, 2014 February 26, 2014
Follow @hireonlinkedin for details
• 24 hour virtual conference • OnDemand leadership and best practices
available 24/7 • Live chats with speakers and LinkedIn product
specialists • Scheduled webcasts from 9am – 1pm PST
(North America)
Tools for Small Businesses
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