Importance of Followers on LinkedIn

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Why followers are important for your business
Tuesday 22nd July 2014

 7 years as a recruitment marketing guys
 Web design, development, brand strategy, search marketing, email
marketing, social media strategy
 Helping recruiters get the most out of LinkedIn
Alex Charraudeau
Media Solutions Consultant
Andrew Linton
Media Solutions Consultant

Agenda
 How recruitment is changing
 Why build a follower base
 Psychology of following
 How to get followers
 What to do with followers
 5 thing to do today

How Recruitment is Changing

THE WORLD IS
CHANGING FAST…
Candidates
More
Connectivity
More
Choice
More
Channels
1980’s 1990’s 2000’s 2010’s
Filing
Cabinet
Companies
Offline
Database
Job
Channels
Social
Media

SOCIAL MEDIA
IS HERE TO STAY, EMBRACING
ITS POWER IS THE KEY
57%
of the decision to ‘buy’
is now made before any
contact with organisation

PROFESSIONALS USE LINKEDIN FOR
3 VALUABLE REASONS
KNOWLEDGE
The definitive professional
publishing platform
NETWORK
We connect the world’s
professionals
IDENTITY
The professional profile
of record

are passive and not
looking to move
80%
60%
of them are open
to opportunity!!

THE BEST RECRUITERS
ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY2

WE RECOMMEND
3 SIMPLE STEPS
BUILD ENGAGE RECRUIT

Why Build a Follower Base

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 12
Generate preference for your business
78% of company followers are more likely to respond to an InMail

Get people to do something by sharing jobs / conversion points
71% of members will follow a company for jobs

Followers are sustainable
64% of followers would follow companies indefinitely

Psychology of Following
15

The Psychology
Why we Follow…

 Fear of missing out
– Fear of missing out (or FOMO) is a form of social anxiety. This is especially
associated with modern technologies such as mobile phones and social
networking services
 Social proof
– Social proof is where people assume the actions of others in an attempt to
reflect correct behavior for a given situation
 Bandwagon effect / Cultural phenomenon
– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends
increases the more that they have already been adopted by others
17
The Psychology
Why we Follow…

The Psychology – Fear of missing out
 Why should they Follow you?
 What are you delivering that will improve their life?
 How can you influence and improve someone’s career?
 What opportunities are you opening someone up to?
18
Opportunity

The Psychology – Fear of missing out – Opportunity
 Outside Recruitment
19
 In recruitment

The Psychology – Social Proof
 Who else is following?
 How many followers do you have?
20
Numbers

The Psychology – Social Proof – Numbers
21
 In recruitment

The Psychology – Bandwagon effect / Cultural phenomenon
 How long do you have before people loose interest?
 Have they already started following all of your competitors?
22
Speed

The Psychology – Cultural phenomenon – Speed
23
 In recruitment

Why you would Follow a company – Facebook
49%
Support the
brand I like
24
42%
Get a coupon
or discount
41%
Receive
regular
updates
35%
Participate in
contests
31%
Share my
personal
experiences

Why you would Follow a company – Twitter
25
52%
Special offers
44%
New products
/ services
51%
News on the
brand
38%
I am a current
customer
55%
I like the brand

Followers on LinkedIn
27
71%
Following
companies for
jobs
68%
News and
Insights
61%
Projects and
iniativies
88%
Would follow a
company

How To Get Followers
28

Generate Followers through word-of-mouth

Get Followers through being interesting

Advertising across LinkedIn to your target audience

Employee Profile Advertising

Follow on Company Pages

Follow on Jobs

Follow Us on the website
www.developer.linkedin.com

Follow Us on Email

 By using a combination
of free technics, jobs and
employee profile
advertising this company
sustained a higher level
of Follower growth.
 The spike in March &
April was due to a short
burst of Follower
advertising.
37
What does success look like?
Graph of Follower Growth over time

What to do with Followers
38

Talent Landscape
39
0% 20% 40% 60% 80% 100%
Active Passive

0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive

 Job related content
 Interview tips
 Jobs!
41
Create content for both active and passive people
Active Content Passive Content
 Industry content
 News
 Projects
 Events
 Market mapping
 Salary surveys
 Career advice
 Entertainment

“Leaders don't create followers,
they create more leaders.”
- Tom Peters -

A member’s journey
43
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

The Content Marketing Masterclass
For more information find slides here:
http://www.slideshare.net/LinkedInRecruitmentFirms/content-
marketing-masterclass-35829911
What content is your target interested in?
“Do not address your
readers as though you
are addressing a
stadium.
When people read
your copy, they are
alone.
Pretend you are
writing to each one of
them a letter.” IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBC
0% 50% 100%

5 Things To Do Today
45

5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve

Social RecruitIn is EMEA’s must attend conference for
Search and Staffing Professionals.
Reserve your place now
http://lnkd.in/socialrecruitin

Importance of Followers on LinkedIn

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