What can you do to make your business more successful? Click through to view presentations from Alex Charraudeau, LinkedIn, and Darren Ryemill, Opus Recruitment Solutions, on how to grow your brand and your business at scale.

1. Growing Your Brand Online
What you can do to make your business more successful online
Alex Charraudeau
@alexCharraudeau
Last update: January 8, 2013

2. #STAFFING
Alex Charraudeau
 Ex-recruiter
 6 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
@alexCharraudeau

3. #STAFFING
Agenda
1. What is happening in online recruitment
2. What is your brand?
3. Build, Engage, Recruit
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4. The best recruiters act like
marketers…

5. #STAFFING 5

7. #STAFFING
The means by which messages get from
one individual to another.
An idea, practice, or object that is
perceived as new by an individual or
other unit of adoption.
Rate of adoption is the relative speed
with which an innovation is adopted by
members of a social system.

8. 8
Victory has made you weak.
Oh, you think darkness is your ally.
But you merely adopted the dark; I was
born in it, moulded by it.
I didn't see the light until I was already a
man, by then it was nothing to me but
blinding!

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

10. 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

11. #STAFFING
Build
 This is the essence of your brand.
– 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?
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12. #STAFFING
Build
12
A brand is simply an organization, or
product or service with personality

14. #STAFFING
Build
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 Who knows you?
 What do people see when they research you today?

15. #STAFFING
Engage
 LinkedIn employee profiles
 Company Page and content
 Career Page
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16. #STAFFING
Engage
Understand the size
of the audience
Select an audience that
is relevant to the content
Content gets pushed only
to the relevant audience

17. #STAFFING
Engage
 88% of members would follow a company.
 71% of members will follow a company for jobs.
 78% of company followers are more likely to respond to an InMail.
 Members will follow up to 6 companies on average.
 64% of followers would follow companies indefinitely.
 Followers are 2.5x more likely to recommend your business.
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18. #STAFFING
Engage
 Over 2 billion updates are seen weekly across LinkedIn.
 68% of members expect to see relevant and insightful content on
LinkedIn.
 Content gets 6x more engagement than jobs.
 41% of LinkedIn traffic comes from mobile devices. Followers can
be marketed to wherever they are.
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19. #STAFFING
Engage
 Short and sweet. 50 characters or less drives 28% more
engagement.
 Include links. Status updates with links get 45% more engagement.
 “Best of” and “Top 10” lists are in. They will increase amplification
by about 40%.
 Ask questions. Want 50% more comments? Then ask a question.
Get it?
 Video content will get 100% more engagement.
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20. #STAFFING
Engage
 Measure how your amplifications increases.
 Aim for engagement to be between 1 - 1.5%.
 Watch how your followers increase.
 Roughly 33% of your impressions should come from non-followers
through amplification.
 Post regularly. Unless you are posting several updates a week you
won’t reach all of your audience.
 Share good quality content. Feel proud of what you are doing on
LinkedIn.
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21. #STAFFING
Recruit
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22. #STAFFING
Recruit
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23. #STAFFING
Recruit
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1 2 3

24. #STAFFING
Recruit
24
16%
30%
16%
50%
Engaged with
Your Brand
No Engagement
with Your Brand
Engaged with
Your Brand
No Engagement
with Your Brand

25. #STAFFING
5 Steps For Your Business
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
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26. www.opusrs.com
Building a Business
and a Brand.

27. www.opusrs.com Building a Business and a Brand
Introduction
o Founded and Grown Multiple Multi-Million pound
Recruitment Businesses
o Opus Recruitment Solutions Ltd – 2008
o Virgin FastTrack 2012, 2013, (2014 Pending)
o Accelerate250 – Founding Member
o Recruitment International Entrepreneur of the Year 2013
o Recruiter Hot 100 – 2012, 2013
o Recruitment International – Top250

28. www.opusrs.com Building a Business and a Brand
Opus – The Story

29. www.opusrs.com Building a Business and a Brand
Business v Brand
o Are they separate?
o Yes…. No…. Yes.... No
o Your brand needs to genuinely represent who you are and
what you do.
o Or it’s fake!!!
o Internal buy-in – Belief Culture

30. www.opusrs.com Building a Business and a Brand
Business
o Organic Growth
o Commit to Growth – It’s Hard work and Costs Money!
o Commit to Raise Investment Capital (Do Deals!)
o Opus Growth Strategy.
1. What we know
2. Diversification (New Markets)
3. New Geographical Markets (International)

31. www.opusrs.com Building a Business and a Brand
Business – culture, culture, culture
o Culture
o ….And Belief in the culture to achieve goals!
o The Score Takes Care of Itself – Bill Walsh
o Competition - Great Game of Business – Jack Stack
o Continuous Improvement – Kaizen / Kanban
o Tiger Woods (Hank Haney)
o Sir David Brailsford – Marginal Gains
o Hard Work
o Daley Thompson
“I used to train on Christmas day because I knew my rival wasn’t”

32. www.opusrs.com Building a Business and a Brand
Brand
o Is this currently a waste of time???
o Business Cards
o Logo
o Marketing Brochure
o What Brand do you want?
o Get the Brand right – don’t be afraid to change it! (we have had 3 in 6
years)
o How do you want to be positioned and thought of?
o Opus – Decided we wanted to be;
o a place that IT Professionals feel comfortable
o a ‘thought leader’
o Perceived as adding value

33. www.opusrs.com Building a Business and a Brand
Brand – Social Networking
o Our New Playing Field
Have a strategy!
You need to be proactive you can’t just sit and wait….
Decide how you want to use Social Media
Linkedin, Twitter, Facebook, Google+, YouTube.

34. www.opusrs.com Building a Business and a Brand
Brand
o Company Page for years
o 260 Followers 12 months ago
o Now – 5600 (65 Employees on Linkedin) 2008, £13.7m
o G2 – 2251 (83) - Founded 2003, £43m t/o
o Computer Futures - 6814 (746) – Founded 1986, group t/o £577.5m 2012
o TJC – 1260 (93) – Founded 2003 – t/o c£17m (HB £400m)
o GCS – 2261 (323) – Founded 1991 – t/o c£40m
o Computer People – 5202 (619) – Adecco €20.5Bn.

35. www.opusrs.com Building a Business and a Brand
Brand
Twitter
o Opus 10,500 followers
Comparisons:
o G2 – 1079, Hays – 2790
o Talentcubed – 10,400 followers
o Milkround – 10,400, @graduatejobuk - 2790
Facebook
Opus – 10,365 Likes……. TJC 76, Computer Futures 421, Sthree Careers 1376

36. www.opusrs.com Building a Business and a Brand
Brand - Other

37. www.opusrs.com Building a Business and a Brand
Brand
Employees
Share your strategy with them and encourage them to participate.
Put yourself forward – Days like today!... Good things come from it!