How recruitment agencies can think like marketers and Build, Engage and Recruit using social media and more specifically LinkedIn

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Recruitment Technology Showcase Event
How recruitment agencies can Build, Engage and Recruit
@alexCharraudeau – Media Solutions Consultant
LinkedIn London, 5th June 2014

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Alex Charraudeau
 Ex-recruiter
 7 years as a recruitment marketing guy
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 At LinkedIn I help recruiters get the most out of LinkedIn
LinkedIn
@alexCharraudeau
Google+

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Agenda
1. Marketing in the Modern Age
2. What is new about Recruiting in 2014?
3. How recruiters can Build, Engage, Recruit
4. What success looks like on LinkedIn

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Marketing in the Modern Age
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Women
Women with a
disposable income
Women between 24-
45 with a disposable
income
Women between 24-
45 with a disposable
income interested in
healthy living
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What have we learnt?
 Kellogg's understands advertising
 Targeting is crucial
 Data and technology help target the right people
 What next?
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 5.387 billion cans sold in 2013.
 43m fans on Facebook
 3.8m Google+
 125,000 followers on Twitter
 … and they don’t talk about the product
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What is new about Recruiting in 2014?
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The best recruiters act like
marketers…
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How recruiters can Build, Engage, Recruit

15. Build Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff

16. Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you
Pick up leads,
make placement
and hire staff

17. Effective
Efficient

18. Build1
 Why do you exist?
 How are you different?
 What is your unique selling proposition?
 How do you communicate what your consultants
do?
 What are your values?
A brand is simply an organization, or
product or service with personality

19. Build1
 Build the foundations.
 Position your brand across employees and your
company.
 Rich media gets 100% more engagement.

20. Build1
 Build landing
pages.
 Build conversion
points.
 Make it uniform
and unified.

21. What percentage increase in
conversions does targeted
content give you?

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 400% conversion rate boost when
companies deliver relevant content and high-
quality experience
 Quality & relevance: The twin keys to
digital growth
– http://mckinseyonmarketingandsales.com/qu
ality-and-relevance-the-twin-keys-to-digital-
growth
David Edelman – McKinsey&Company

23. Engage2
99% of advertising doesn’t sell much of
anything
 What is your message?
 Who needs to see your message?
 How will they see it?
 What is your objective?
 What are your consultants going to do?

24. IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBCEngage2

25. Engage2
 Over 2 billion updates are seen weekly across LinkedIn.
 88% of members would follow a company.
 Followers are 2.5x more likely to recommend your
business.
 78% of company followers are more likely to respond to an
InMail.

26.  Your followers, fans, members,
connections will see your content.
 They may spread this further
through social amplification if the
content is relevant and engaging.
 To reach a wider audience, or to
push your message out at scale
quickly consider advertising.
Organic
Earned
Paid
Engage2

27.  Click-through rates on
desktop LinkedIn are 10x
as high as traditional
display ads.
 Content generates 6x more
engagement than jobs.
Engage2

28. 3 Recruit
Are you demonstrably helping the
organisation achieve its strategic
objectives?
 How are you picking up leads?
 How are you attracting candidates?
 How are you making placements?

29. 3 Recruit
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
before

30. 3 Recruit

31. What percentage of senior
professionals access LinkedIn
on their mobile in the UK?

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98%
43%
Desktop Mobile
74%
Saw a
Company
Status
Update,
UK Executives using LinkedIn

33. 16%
30%
16%
50%
Engaged with
Your Brand
No Engagement
with Your Brand
Engaged with
Your Brand
No Engagement
with Your Brand
3 Recruit InMail Success Rates by Brand Engagement
Dynamic Career Page
Jun 2013 to Jul 2013
Static Career Page
May 2013 to Jun 2013

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Review – 5 tips for a social recruiting
1. Build your brand
2. Build your foundations
3. Engage with your audience
4. Convert clients, candidates and internal hires - Recruit
5. Analyse, review, improve