This document provides a summary of a LinkedIn Talent Solutions webinar on improving recruiting strategies. It discusses six key steps to hire to win: 1) Get to know your audience by researching candidates and developing personas. 2) Build and amplify your talent brand on LinkedIn, social media and your careers page. 3) Get serious about pipelining by educating hiring managers and maintaining a pipeline. 4) Embrace mobile recruiting by optimizing for mobile. 5) Don't forget the talent under your nose through internal hiring. 6) Maximize productivity with your LinkedIn Talent Solutions account through custom searches and the mobile app. The document outlines the time and money investments required for each step.

1. It’s coming. Are you ready?
#hiretowin |
talent.linkedin.com

2. Meet Your Presenters
Maria
Ignatova
Leela
Srinivasan
Content Marketing Mgr
LinkedIn Talent Solutions
@mariaignatova
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
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3. 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 strong employer brand
Creating a more effective mobile recruiting strategy
Improving your team’s recruiting fundamentals
Launching an internal hiring program that works
Getting the rest of your company to help with recruiting
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4. Look familiar?
Invest
Invest
TIME
MONEY
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5. #hiretowin |
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6. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
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7. Two levels of candidate conversation
1:1
Where
If you know
what makes
your audience
tick, you get…
Points to
ponder
1: many
• Inbox
• Phone
• In-person
• Social platforms
• Careers site
• Blogs & press
•
•
•
•
•
•
•
•
Credibility
Responses
Referrals
Results!
95% of LinkedIn members
are open to relevant
InMails from recruiters
Credibility
Engagement
Conversions
Results!
71% of those who follow
companies on LinkedIn
are interested in careers

8. Two levels of knowing your audience
1:1
1: many
Stacey Uchida
Vice President, Sales
Current
North Widgets
Education
Michigan State University
• Invest time and spend a lot of it
listening and note-taking
• Read notes before each interaction
and educate your team
• Develop personas to represent
group’s needs and behaviors
• Put a human face on your target,
get your team on the same page

9. 3 ways to develop personas
1
Listen. Proactively solicit
feedback from candidates
and recent hires.
2
Leverage our free talent
pools reports.
3
Go where they go, e.g. - Sites they frequent
- Local meetups
- LinkedIn Group discussions
lnkd.in/plan
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10. What’s the investment?
Priority
Time
Money
1. Get to know your
audience
• Candidate and new hire
research
• “Persona” development
•
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Candidate research
(low $)

11. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
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12. 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.
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13. #hiretowin |
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14. Talent brand is absolutely critical for
smaller organizations
http://lnkd.in/edrocks
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15. Where to invest time and budget?
Top 10 Channels to Communicate Your Talent Brand
Company website
Friends/family, word of mouth
Online professional networks (e.g. LinkedIn)
Social media (e.g. Facebook)
Public recognition/awards (e.g. 'Best Places to Work')
Traditional Job Boards
Public relations efforts
YouTube videos
Glassdoor
Print ads
2012
2013
Increase (+)
Decrease (-)
85%
63%
47%
43%
27%
35%
23%
13%
10%
11%
79%
61%
54%
45%
30%
26%
25%
12%
11%
9%
-6%
-2%
+7%
+2%
+3%
-9%
Source: LinkedIn 2013 Global Recruiting Trends Survey , US responses only
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16. Before
P.O.P.
Profile Optimization Project
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17. After
New headline
New professional
photo
Increased reach
Summary section
with rich media

18. Built out work history
with rich media
Added Volunteers &
Causes Section

19. Added additional
skills
Rich media in
Education section

20. Recruiting & HR should lead the way
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21. Help your team shine on LinkedIn and other
social platforms
Path 1: train global employees at scale
Path 2: take a brown bag approach
• 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
• “SMaC University” (Social
Media and Communication)
• Global certification program
with structured classes
• Strong exec support
• 5,000 trained since mid-2010
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23. Build brand through free targeted status updates
71%
of company followers on
LinkedIn are interested in
career opportunities at
companies they follow.
Tips for targeted status updates
Mix it up
Share jobs, relevant news stories about
your company, employee interviews from
your blog, etc..
Have a plan
Sketch out what you’ll say in advance
and build a dialogue with your followers.
Stay on brand
Remember the messaging you’re trying
to get across and think about how to
incorporate it.
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24. 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.
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@hireonlinkedin

25. 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
•
Training, LinkedIn
Careers Page (mid $),
Work with Us Ads (low to
mid $)
#hiretowin |
@hireonlinkedin

26. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#hiretowin |
@hireonlinkedin

27. 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

28. I have this philosophy: "Drill a
well before you need a drink." It
relates to a lot of things, but
particularly talent and recruiting.
Bill McComb, CEO, Kate Spade
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29. How to Build a World Class Talent Pipeline
Time Saving Tips:
Stakeholder Tips:
Organization Tips:
Talking to
Candidates Tips:
Tip 1:
Tip 3:
Tip 4:
Tip 5:
Prioritize Where You
Pipeline to Save
Time
Get Hiring Manager
Commitment
Commit to Keeping
Track
Stay Visible and
Accessible Via
Indiect Channels
Tip 2:
Pre-screen for Top
Performers/Stay in
Touch with “Silver
Medalists”
For all 12 tips for a stunning talent pipeline, see
http://lnkd.in/pipeline-success
#hiretowin |
@hireonlinkedin

30. 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
•
LinkedIn Careers Page
(mid $), Work With Us
Ads (low to mid $)
3. Get serious about
pipelining
• Educate team
•
• Pipeline setup & maintenance
#hiretowin |
@hireonlinkedin
CRM/ LinkedIn Recruiter
(mid $)

31. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
#hiretowin |
@hireonlinkedin

32. 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
Active
Passive
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33. …but employers have not embraced mobile
nearly as enthusiastically
Companies with optimized career
sites
Globally very few employers have
invested in mobile recruiting
20%
100%
13%
Invest adequately in
mobile
80%
60%
40%
87%
Not investing adequately in
mobile
Companies with optimized job
posting
18%
20%
0%
#hiretowin |
@hireonlinkedin

34. 3 mobile optimizations you must implement in 2014
1. Use responsive design so your careers site can adapt to any screen size
desktop
tablet
phone

35. 3 mobile optimizations you must implement in 2014
2. Revise emails, InMails and website copy for mobile. Use visuals.
•
•
Include an obvious call to action.
•
In emails and InMails spell out “why
them” for the opportunity.
•
#hiretowin |
Make every word on the screen count:
Keep your sentences and paragraphs
short.
Use eye-catching visuals that are also
small in size so they load fast on a
phone.
@hireonlinkedin

36. 3 mobile optimizations you must implement in 2014
3. Take advantage of LinkedIn's Mobile Apply flows: apply to a job takes under
60 seconds and quality of applications seems on a par with desktop
#hiretowin |
@hireonlinkedin

37. 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
•
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
• Revise email, InMail and site
copy
Mobile-responsive site
(mid to high $), LinkedIn
Job Slots (low to mid $)
#hiretowin |
@hireonlinkedin
•

38. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
#5. DON’T FORGET THE TALENT UNDER YOUR NOSE
#hiretowin |
@hireonlinkedin

39. AGREE OR DISAGREE?
“It’s easier for my employees to leave
than to find a job internally.”
Enter your answers in the chat box

40. Internal hiring and mobility: 4 startling stats
Should I stay…
or should I go?
66%
79%
of internal hires move for
better professional
development
who left a company would
have stayed for a relevant
internal opportunity
69%
65%
of internal moves still happen
informally, through ‘coffee
and a handshake’
of those who left said it was
easier to find a role outside
the company than internally
Source: LinkedIn surveys, 2012-13
#hiretowin |
@hireonlinkedin

41. Employers value internal hiring – 92% invested in it
more or at least the same in 2013 vs. 2012
Internal Hiring Volume
Advantages of Internal Hiring
1.
2.
100%
39%
80%
3.
46%
Retain top talent
Provide your people with
development opportunities
Improve employee productivity
(less ramp up time for internal vs.
external employees)
60%
4.
5.
40%
56%
8%
United States
(i.e. lower cost per hire)
46%
4%
Raise quality of candidate
Achieve cost savings
Global Average
20%
0%
“Comparing 2012 to 2013, how do you expect the
volume of internal hiring to change?”
Increase
Same
“Which of the following choices best describes why your
organization is investing in internal hiring?”
Decrease
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42. 3 things you can do
1
If your team doesn’t own internal hiring, connect with
the team that does, and brainstorm improvements.
2
Facing hiring manager resistance? Find one
open-minded BU and run a pilot.
3
Find a clean way to surface opportunities to
employees and understand skill sets: email,
internal profiles, LinkedIn profiles etc.
#hiretowin |
@hireonlinkedin

43. 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
•
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
• Revise email, InMail and site
copy
•
Mobile-responsive site
(mid to high $), LinkedIn
Job Slots (low to mid $)
5. Don’t forget the
talent under your nose
• Gain consensus from resistant
business leaders; launch pilot
• Employee comms
•
System to keep up with
talent and publicize
openings (mid to high $)
#hiretowin |
@hireonlinkedin

44. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
#5. DON’T FORGET THE TALENT UNDER YOUR NOSE
#6. MAXIMIZE PRODUCTIVITY AND SUCCESS WITH
YOUR EXISTING SOLUTIONS!
#hiretowin |
@hireonlinkedin

45. For LinkedIn Talent Solutions customers: 5
ways to be more productive and successful
1
Custom search filters + saved search
alerts  exactly the right talent, pushed
to you regularly
2
Email-based import  easy upload of
resumes to LinkedIn Recruiter
(resumes@linkedin.com)
3
Special algorithms  intelligent
candidate discovery (e.g., People You
May Want To Hire, Similar Profiles,
Inside Opinion)

46. 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
5
Get insights on your company’s hiring
performance on LinkedIn: Talent
Flows, InPact, and more

47. 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
•
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
• Revise email, InMail and site
copy
•
Mobile-responsive site
(mid to high $), LinkedIn
Job Slots (low to mid $)
5. Don’t forget the talent
under your nose
• Gain consensus from resistant
business leaders
• Employee comms
•
System to keep up with
talent and publicize
openings (mid to high $)
6. Raise productivity/
success with LinkedIn
Talent Solutions
• Set up custom search filters
and saved searches
• Download Recruiter Mobile
•
None if you have a
LinkedIn Recruiter seat!
#hiretowin |
@hireonlinkedin

48. Are you ready?
#1. GET TO KNOW YOUR AUDIENCE
#2. BUILD & AMPLIFY YOUR TALENT BRAND
#3. GET SERIOUS ABOUT PIPELINING
#4. EMBRACE MOBILE RECRUITING
#5. DON’T FORGET THE TALENT UNDER YOUR NOSE
#6. MAXIMIZE PRODUCTIVITY AND SUCCESS WITH
YOUR EXISTING SOLUTIONS!
#hiretowin |
@hireonlinkedin

49. 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

50. Reminders
Save the Date/
Tell your Recruiters
Advanced Boolean
Sourcing with Glen
Cathey – Nov 20th
Follow @hireonlinkedin
for details
#hiretowin | @hireonlinkedin