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Semelhante a Crash Course: Leverage LinkedIn's Free Tools for Hiring
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Crash Course: Leverage LinkedIn's Free Tools for Hiring
- 1. Crash Course: Free vs. Paid Hiring Tools on LinkedIn November 3, 2015
- 2. Katy Homanick Account Executive Linkedin.com/in/katyhomanick Suzanne Tran Sr. Marketing Manager Linkedin.com/in/suztran Hi! It’s nice to meet you.
- 3. 3 Professionals use LinkedIn to… Identity Build a Professional identity Network Connect with professionals globally Knowledge Consume or publish professional content
- 4. Paid (premium) tools to SellHire Market • Find top candidates, faster • Contact qualified candidates directly • Build relationships with prospective hires Talent Solutions • Engage audience with relevant content and advertisements • Send highly visible marketing InMail campaigns • Leverage marketing insights to inform your marketing strategy Marketing Solutions • Find leads & accounts in your target market • Get real-time insights for warm outreach • Build trusted relationships with customers & prospects Sales Solutions
- 5. Today’s focus is Hire Leveraging free tools & Talent Solutions • Find top candidates, faster • Contact qualified candidates directly • Build relationships with prospective hires Hiring Managers Talent Pros a. Grow Team 62% SMBs expect hiring volumes to increase in 2016 b. Build Brand 72% SMBs say employer brand has significant impact hiring great talent * 2016 Global Recruiting Trends
- 6. Companies with a strong brand 50% Attract more talent More qualified applicants with a strong talent brand 28% Lower turnover rate compared to weak brands Increase retention 1-2x Hire faster Faster time to hire compared to weak brands 50% Lower cost per hire Decrease in hiring spend compared to weak brands Members are 61% more likely to share your information as a result of following your company * Linke dIn re se arc h, 201 3
- 7. Free vs. paid: Building a brand You & Company Connections Candidates Customers Your Brand • Articles • Videos • Images / photos • Presentations • Blog posts • Infographics • Guides • Reviews • Lists • How-tos • eBooks • Case studies • Podcasts • Research / data • Tip sheets • Product info Company Page Status Updates Groups Pulse SlideShare
- 8. Company Page Build a presence for your business on LinkedIn Resources a. Create a Company Page bit.ly/createacompanypage b. Optimize your Company Page bit.ly/companypagetips Benefits a. Tells your company story b. Engages followers c. Share career opportunities d. Builds credibility and trust e. Creates a strong brand Paid Premium Features a.Active Sponsored Update From your Company Page, you can share specific content with a targeted audience and reach more people and attract more followers. b.Create Career Page Enhance your Company Page and strengthen your employer brand, and attract top talent with dynamic content based on candidate profiles. To get started, speak with a LinkedIn representative: bit.ly/contacttalentsolutions Free 1 2 Create Company Page Post Status Updates Start LinkedIn Group Post Pulse Create SlideShare
- 9. Status Updates to Sponsored Updates Strong brands engage their audience with diverse content Tips a. Post regularly • 20% of followers are typically reached with one status update. • Companies that post 20 times a month, on average, reach 60% of their followers with 1 or more updates Benefits a. Directly engage your audience b. Expand business visibility c. Share company updates d. Builds more connections e. Creates a strong brand Free Paid Premium Features a.Active Sponsored Update From your Company Page, you can share specific content with a targeted audience and reach more people and attract more followers. •Enhance post visibility •Highlight post as “Sponsored” To get started, speak with a LinkedIn representative: bit.ly/contacttalentsolutions Create Company Page Post Status Updates Start LinkedIn Group Post Pulse Create SlideShare
- 10. LinkedIn Groups Fast-track your company’s reputation as an industry leader Resources a. Start a Group linkedin.com/groups/ b. Learn more about Groups bit.ly/linkedingroups101 c. Get the guide http://bit.ly/groupsguide Benefits a. Create a new community b. Attract thousands of like-minded c. Increases awareness & engagement d. Drives traffic and leads e. Creates a strong brand Free Create Company Page Post Status Updates Start LinkedIn Group Post Pulse Create SlideShare 4x more profile views from out-of- network 85 new conversations per minute
- 11. Pulse Publish personalized daily news to the right audience Resources a. Download the app Visit the App Store or Android Play Store b. Visit Pulse bit.ly/visitpulse Benefits a. 380+ million professionals b. Delivers your content to relevant contacts via recommendations c. Greater visibility with alerts d. Builds a strong brand Free Create Company Page Post Status Updates Start LinkedIn Group Post Pulse Create SlideShare
- 12. SlideShare Discover, share, and present presentations and infographics Resources a. Learn more bit.ly/slideshareforsmbs b. Get started SlideShare.com Benefits a. Reach 70+ million professionals b. Additional outlet to build thought leadership c. Traffic and lead generator d. Builds a strong brand Free Suzanne Tran Create Company Page Post Status Updates Start LinkedIn Group Post Pulse Create SlideShare
- 13. Free vs. paid: Grow your team You & Company Top Candidates #Followers Career Pages Targeted Media Employee Ads Content Updates BUILD ENGAGE RECRUIT Relevant Jobs Recruiter WorkWith Us Ads CareerPages Job Slots Recruiter
- 14. Work With Us Ads Attract more top talent to your company by putting job ads right on your employees LinkedIn profiles Advertising Work With Us Ads Build Career Page Post Jobs on Job Slots Sourcing candidates Recruiter 1 2 3 Get seen when candidates research or connect with one of your employees. Reach passive talent based on action Displaying personalized job ads to every viewer. 50x higher click-through rate compared to traditional ads, driving interested professionals to your jobs, Career Page, and other destinations Feature your most relevant jobs Strengthen your talent pipeline
- 15. Work With Us Ads Attract more top talent to your company by putting job ads right on your employees LinkedIn profiles Advertising Work With Us Ads Build Career Page Post Jobs on Job Slots Sourcing candidates Recruiter Ideas: Market your job on… a. Company page – Company Update b. Employee profiles – Status Updates c. Groups – Open Jobs posting No Free Ads
- 16. Free vs. Paid: Grow Your Team You & Company Top Candidates #Followers Career Pages Targeted Media Employee Ads Content Updates BUILD ENGAGE RECRUIT Relevant Jobs Recruiter WorkWith Us Ads CareerPages Job Slots Recruiter
- 17. Career Pages Personalized experience just for candidates Advertising Work With Us Ads Paid: Career PageFree: Company Page Post Jobs on Job Slots Sourcing candidates Recruiter Build Career Page 1 1
- 18. Career Pages Personalized experience just for candidates Advertising Work With Us Ads Post Jobs on Job Slots Sourcing candidates Recruiter Build Career Page 2 3 4 Use LinkedIn data to personalize your audience's experience based on who they are, what they do, and more. Personalized for your audience Bring your employer brand to life Get your jobs out to more people Let your employees tell the story of your company culture, business, or who you’re looking for in video testimonials. Feature your job posts right where interested prospects can find them — on your company’s Career Pages.
- 19. Free vs. paid: Grow your team You & Company Top Candidates #Followers Career Pages Targeted Media Employee Ads Content Updates BUILD ENGAGE RECRUIT Relevant Jobs Recruiter WorkWith Us Ads CareerPages Job Slots Recruiter
- 20. Job Slots vs. Job Posts Post your job and automatically recommend the right job to the right candidate Advertising Work With Us Ads Post Jobs on Job Slots Sourcing candidates Recruiter Build Career Page Job Posts
- 21. Post your job and automatically recommend the right job to the right candidate Advertising Work With Us Ads Post Jobs on Job Slots Sourcing candidates Recruiter Build Career Page Target top candidates Harness all the power of LinkedIn’s data to promote your jobs to just the right candidates. Feature Jobs on homepage Attract new prospects with personalized job postings qualified candidates will see right on their homepages. Feature Jobs on CareerPage Get the word out about great new jobs on your company’s Career Page so prospects can easily find your jobs. Job Slots and Posts
- 22. Post your job and automatically recommend the right job to the right candidate Advertising Work With Us Ads Post Jobs on Job Slots Sourcing candidates Recruiter Build Career Page Feature Jobs on Jobs homepage Get the word out about great new jobs on your company’s Career Page so prospects can easily find their way to you. Reach candidates in theirinbox Want to take your job posts further? Amplify your reach by contacting the right candidates right in their inbox. Promote Jobs in LinkedIn Search App Then, get the visibility you need in the LinkedIn Job Search App - so you’re sure to be seen by candidates who are actively searching for jobs. Job Slots and Posts
- 23. Free vs. paid: Grow your team You & Company Top Candidates #Followers Career Pages Targeted Media Employee Ads Content Updates BUILD ENGAGE RECRUIT Relevant Jobs Recruiter WorkWith Us Ads CareerPages Job Slots Recruiter
- 24. 1 2 3 4 5 Advertising Work With Us Ads Post Jobs on Job Slots Sourcing candidates Recruiter Build Career Page 6
- 25. Advertising Work With Us Ads Post Jobs on Job Slots Build Career Page Search limitations Gain access to more search results Search is limited PaidFree Sourcing candidates Recruiter
- 26. Advertising Work With Us Ads Post Jobs on Job Slots Build Career Page Zero in on top candidates Apply search filters to cut through to the best PaidFree Sourcing candidates Recruiter
- 27. Advertising Work With Us Ads Post Jobs on Job Slots Build Career Page Contact candidates with InMail messages Reach out to professionals with no introduction or contact info required Free Paid 150 InMails / mo. + mass mail + templates1st degree connections only Patrick smith Katy Homanick Lou Binder Followers are 2x more likely to respond to an InMail 2x Sourcing candidates Recruiter
- 28. Advertising Work With Us Ads Post Jobs on Job Slots Build Career Page Who’s viewed your profile Reach out to professionals with no introduction or contact info required Free Paid Katy HomanickSuzanne Tran Junesung Lee All people in last 90 daysLast 5 people in last 90 days Katy HomanickSuzanne Tran Junesung Lee Mary Dunn Sourcing candidates Recruiter
- 29. Advertising Work With Us Ads Post Jobs on Job Slots Build Career Page Candidate search alerts Get alerts listing matched candidates (up to 50 daily) Sourcing candidates Recruiter Mary Dunn Chris Smith Drew Ehresman “Engineer” Mary Dunn Chris Smith Drew Ehresman “Engineer”
- 30. Advertising Work With Us Ads Post Jobs on Job Slots Build Career Page Manage your jobs and organize candidates Keep tabs on your activity for different open jobs with the Projects feature Your clipboard keeps you from losing track of candidates. Save search results to your clipboard, or a project from the search results list  Summary activities reports shows who you’ve messaged, saved searches and profiles, and more. Sourcing candidates Recruiter
- 31. Summary Free & paid hiring tools You & Company Candidate Connections Company Page Status Updates (Sponsored Updates) Groups Pulse SlideShare Advertisement (WorkWith Us Ads) Employer Branding (CareerPages) Job Posting (Job Slots) Sourcing (Recruiter) + Request a demo and further explore Talent Solutions bit.ly/contacttalentsolutions
- 32. Let’s connect! LinkedIn Talent Solutions offers a full suite of tools to help you find, attract, and hire top candidates. Contact us to learn more. Call 855-655-5653 or visit bit.ly/contacttalentsolutions Katy Homanick Account Executive Linkedin.com/in/katyhomanick
Notas do Editor
- Today’s session is brought to you by LinkedIn Talent Solutions. Before we begin, I’d like to take a moment to touch on some housekeeping items:
- Hi! My name is Suzanne Tran and I’m a Sr. Marketing Manager at LinkedIn. I’ll be your moderator today. I’m thrilled to introduce Katy Homanick who is our subject-matter expert and will share top free and paid hiring tools you can leverage on LinkedIn. Welcome Katy. KATY: Bio Area of focus You educate LinkedIn members about the various tools they can leverage specifically for hiring and building the company’s employer brand.
- For those who are familiar with LinkedIn, you know that it is the world’s largest professional network with more than 380 million members in over 200 countries. Professional members leverage our free features to help them: Build a professional identity by showcasing your expertise on your LinkedIn profile. Grow your professional network through global connections. And educate others by publishing content or learn from others by consuming their professional content. But LinkedIn also has a number of PAID (or what we call PREMIUM) solutions that are very powerful and distinct. These features are engineered to help you and your company elevate and accelerate it’s growth and success in 3 specific categories. When you think about the core elements of a growing business, small and large companies focus on:
- 1) Hiring to grow their team 2) Marketing their business to build a brand that will attract candidates to grow the team but ALSO market to attract potential customers 3) And finally, sell the business’ products and services to generate revenue To address these core needs, LinkedIn has engineered robust and smart premium solutions that help you: Hiring: Talent Solutions that enable hiring managers, HR professionals and Recruiters to recruit qualified candidates at scale more effectively and efficiently from the world’s largest talent pool. Market: Marketing Solutions offers a package of advertising and marketing tools that helps tell your brand story directly to your target audience to engage and build relationships with them. Sell: Sales Solutions helps you build your customer and prospect base with sales tool that leverage your professional social network and utilizing real-time sales intelligence to find the right prospects, build trusted relationships, and ultimately, enable you to convert those prospects into customers.
- For today, we’ll focus on the hiring category and how to leverage the FREE and PAID tools on LinkedIn to find, attract, and hire top talent (this includes building a brand that attracts talent). We hope this particular category is especially interesting to this audience on the call since see that the majority of today’s attendees fall into two categories: hiring managers and talent professionals (defined as recruiters and HR professionals) Hiring managers and Talent Professionals have two fundamental things in common: they recruit to find, attract, and hire talent for their team and you help the company build it’s brand. And many of you appear to work in small to mid-sized businesses. So, as SMBs grow, so do your needs to open and fill new roles for your team. In parallel, SMBs tend to prioritize building a brand compared to enterprise corporations who have already established one as part of their growth plan. As out-facing managers/professionals you have a degree of involvement in building/representing the brand which ultimately helps attract talent as well as customers, partners, etc. Not to mention many of you prob wear multiple hats so the responsibility of actually conducting activities to build the brand is your day-to-day reality. This crash course will double click into these 2areas. We’ll look at how you can further leverage LinkedIn and utilize a mix of free and paid features that will grow your company’s brand and hire top talent….ALL IN ONE PLACE.
- Emphasis on the fact that employer brand means “showcasing company culture”
- Let’s first look at the BRAND side and how you can build one for your company. To illustrate, this is you and your company. You’re both on a mission to connect with top candidates (or perhaps customers from a sales perspective) to build your business. But what you need is the bridge that gets you to them. Relationships are that bridge. What we mean by that is, you need to build some sort of bond that ties you to them and them to you. This can be done by attracting them with a solid brand. And when we distill what makes up a brand, it all boils down to content AND how you share your content with your target audience. Good news is, you already have existing materials that you can reuse (simply copy and paste your existing articles, links to existing content, videos, images, etc.), you can simply make some modifications and repost), or create completely new content pieces. But, it’s important to highlight that content needs to be engaging and useful in order for it to be impactful. Because people tune out irrelevant or promotional messages to focus on; useful, engaging content will generate greater results. Companies that inform and engage aren’t just selling – they’re building relationships. When it comes to recruiting, building meaningful relationships and increasing engagement with your candidates is foundational. So pick out the right content that fits with the audience you’re looking to connect with. Then, the next step is to identify the channels that will allow you to distribute your valuable content to the right person. This is where the this webcast comes into play. We’ll show the available LinkedIn channels you can use to distribute your content to the RIGHT (emphasis on RIGHT) audience to build and enhance your brand. These free and paid channels are: [ANIMATION] …The answer is by leveraging these features. LinkedIn Company Page Status Updates LinkedIn Groups LinkedIn Pulse Slideshare
- A LinkedIn Company Page is FREE. This is an easy way to: give your business the opportunity to tell your company’s story, engage with followers, share career opportunities, and scale your word of mouth. It encourages your audience to make contact with your company and perceive your company as a trusted resource. If you haven’t created a company page or you’d like to optimize your existing company page, here are some resources. Most of the features you see here are free such as: Company summary Hero image ”Status” updates Showcase pages And many more free features … The two popular paid features are: ---- PAID ----- Sponsored Updates Career Page Lets look closer at Sponsored Updates and we’ll dive into Career Pages later in this session since it also has a stronger tie to recruiting.
- An impactful and FREE feature on the Company page is the Status Update section. It allows Company Page administrators to directly engage with viewers and followers of their Company Page. Admins can post and share items like company news, promotions, relevant industry articles, SlideShare presentations, and Vimeo and YouTube videos. Any posts you publish through the company updates section are showcased when someone views your the company page and your updates are sent to your followers. Any LinkedIn member can comment on, like, or share a Company Update. Once a member takes one of these actions, their network will also see the update in their homepage feed. When a Company Page administrator comments on or likes an update, it will appear as the company commenting on or liking the post. Companies should post as many status updates as your content supports. You will reach more of your audience and extend your reach as you post more often. Companies that post 20 times a month, on average, reach 60% of their followers with 1 or more updates; and 20% of followers are typically reached with one status update. Clearly, there is a viral component to these social interactions. And, many SMBs ask us how they can enhance and speed up viral engagement from their Company Updates. A PAID feature that helps boost your Company Update to increase engagement and reach is called SPONSORED UPDATES. It allow companies and organizations to raise awareness, build relationships, and drive quality leads through their Company Page Updates. These updates appear within the LinkedIn Feed on the homepage of members who fit the targeting criteria set up by the advertiser. They reach beyond the current followers of a Company Page and are seen by targeted members across desktop, mobile, and tablet devices. Reach your prospects/candidates by targeting your content based on their up-to-date LinkedIn profiles, using fields like job title, industry, seniority, field of study, skills, and more.
- Creating or engaging in an existing group has a number of impactful benefits that will help you build a strong brand. Collectively with Company updates, you can develop / connect a community of like-minded professionals where you’re able to share insights, services, open positions, etc. This gives you another avenue to increase awareness and engagement that influences the number of traffic and leads to your website or company page (wherever you choose to link your posts). Participating in LinkedIn Groups is rewarding for many professionals, and we know a successful group is often a direct reflection of the time, energy and effort of you, the people who manage them—the group moderators. While success at anything requires some work, moderating a LinkedIn Group shouldn’t be a burden. With this in mind, we’ve created this field guide to help surface dozens of expert insights, time-saving tips and perhaps lesser-known LinkedIn Groups features that we think will help moderators like you more easily engage and grow your groups today.
- Pulse is a new publishing and curated platform that marries the best content with the deep identity and network data that LinkedIn has. Pulse creates personalized business news digests and delivers it to people who are interested in specific topics through matching interests with available content. Pulse contributes to a lot of content you see on LinkedIn’s homepage feed. Pulse content is also delivered to millions of users every week via the email digest. The publishing platform contains over 130,000 unique original articles and new works are published every week in the LinkedIn Pulse ecosystem.
- Another outlet where you can reach additional professionals is SlideShare. This is a LinkedIn company where over 70 million professionals learn about any topic from subject matter experts. Here, you can show what you know through a presentation, infographic, document or videos. Visual formats help you stand out and resonate more with your readers. When you upload to SlideShare, you reach an audience that’s interested in your content – over 80% of SlideShare’s 70 million visitors come through targeted search.
- The list of Free LinkedIn tools that enable you to BUILD and ENGAGE your brand helps you generate followers but how do you leverage those new connections through your content syndication efforts and funnel in candidates and job applicants. Where do you collect that info? How do you see who’s interested in your jobs? Let’s looking into the premium tools that work with LinkedIn’s free Branding tools to generate candidates and at the same time, contributes to building a strong brand. In this next section, we’ll look at the tools that were specifically built to help you find, attract, and hire talent. We’ll look at
- When we think about advertising your open jobs on LinkedIn, you can leverage the free tools through some some guerilla marketing tactics. Get potential candidates thinking of working for you whenever they view the profiles of your employees by showing your open jobs there. Show the right ads with custom job recommendations based on the viewer’s profile Feature your most relevant jobs Drive traffic to your jobs, Career Page, or career website Increase traffic to all your open jobs Engage candidates as they interact with your employees on LinkedIn Own the ad space on all of your employees’ LinkedIn prole pages to tell your story most effectively. Reach top passive talent in context Join the conversation every time a potential candidate researches or connects with one of your employees. Feature your most relevant jobs Display jobs personalized to each viewer to let professionals know you’re hiring people like them. Strengthen your talent pipeline ‘Work with Us’ engagement rates far exceed those of typical banner ads, driving more relevant professionals to your jobs, Career Page and other destinations How it works 1. You send us your creative 2. We set up your ads in days It’s that simple. Your ads will appear on all of your employees’ proles, driving quality talent to your LinkedIn Career Page or elsewhere. Campaign reports help you understand the impact of your campaign.
- Let’s look at Career Pages
- Some people have asked, “whats the difference between a CAREER PAGE and a COMPANY PAGE? Don’t they do the same thing?” Although there are some similarities in terms of format, their purposes are different. To start, a company page is used to communicate general company information and updates. The information is consumed by candidates, partners, prospects, customers, investors, etc. Posting job opening and other recruitment-related information may not be relevant to your prospects and customers which can be disruptive. SO, adding a Career Page helps organize recruitment-related information into a designated page. This is where you post your jobs, add culture/recruitment videos and content. In addition, the Career page has unique and advance features that will automatically display jobs targeted to each viewer, letting potential candidates know you’re hiring people like them. In addition to applying to your jobs, they can Follow your company to receive status updates, or reach out to employees in their networks. Only LinkedIn Career Pages help you to deliver a custom experience unique to each visitor. Customize your message based on a member’s location, industry, job function, and more, to capture the attention of every potential candidate who visits your page. Showcase your Talent Brand whenever members view your jobs or research your company Personalize messaging and job recommendations based on member location, industry, function, and more Include rich media like videos on your Career Page and all your LinkedIn Job Posts Feature employee testimonials You also get: • Real-time editing and content refresh • Detailed Analytics • Jobs targeted to audience • Page content targeted to audiences • Ads to drive traffic to site • Only your ads appear on your company’s pages
- Personalized for your audience Use LinkedIn data to personalize your audience's experience based on who they are, what they do, and more. Bring your employer brand to life Let your employees tell the story of your company culture, business, or who you’re looking for in video testimonials. Get your jobs out to more people Feature your job posts right where interested prospects can find them — on your company’s Career Pages.
- Now lets dive into job slots.
- When we think about recruiting, we automatically think of posting a job to attract and collect candidate applications. The only ways you could do this from our FREE features is through posting your jobs (as we referenced previously) on status updates, company updates, and Groups. The PAID solutions for job posts have 2 different options. These are: Job Posts Job Slots The key differences are: A job posting is a recruitment ad that is set up to promote just one position. While you can edit certain details of the job details and description within an existing posting, the job title and location cannot be changed once the posting is created. To promote a new job you need create a new job posting.A job slot is a flexible posting solution that allows you to change the position being advertised at any time. Rather than purchasing a new job posting when you have a new position to fill, you can promote a new job within the same slot, by deactivating your current job and creating a new job using the job posting form. Job slots also give you the flexibility to change the job title, location and description of an existing posting as much as you like. Gives you ongoing ability to promote your open position(s).
- They offer similar benefits that allow you to: Target top candidates Harness all the power of LinkedIn’s data to promote your jobs to just the right candidates. Feature Jobs on the home page Attract new prospects with personalized job postings qualified candidates will see right on their homepages. Feature Jobs on your Career Page Get the word out about great new jobs on your company’s Career Page so prospects can easily find your jobs.
- Feature your jobs on the Jobs homepage Get the word out about great new jobs on your company’s Career Page so prospects can easily find their way to you. Reach candidates in their inbox Want to take your job posts further? Amplify your reach by contacting the right candidates right in their inbox. Promote Jobs in the LinkedIn Job Search App Then, get the visibility you need in the LinkedIn Job Search App - so you’re sure to be seen by candidates who are actively searching for jobs.
- Lastly, lets close up with Recruiter and sourcing.