This document discusses strategies for strengthening an employer brand on LinkedIn. It recommends generating awareness and engagement by building out the company page, amplifying the brand through employees and followers, and continuing excitement off LinkedIn. The goal is to create brand awareness, develop talent communities, and foster thought leadership to source and engage passive candidates.

1. 2014

2. THE ECONOMIC GRAPH
Create economic opportunity for every
member of the global workforce

3. Member growth
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
32M
277M

4. 50M50MAPACAPAC

5. Launched the simplified Chinese platform

6. Integrated with WeChat
Greater ChinaGreater China

8. Active vs. Passive candidates
25%
Active
75%
Passive

10. Organizations are faced with different situations
Business model
changing…need
new types of talent
Difficulty in finding local quality talent
Need to change our company perception in
the employment market
Our company name has little
awarenessCompeting against MNCs
for talent

11. Goals are all the same…Success

12. 85% of the workforce is approachable
85%
12% Actively looking
13% Casually looking, few times a week
15% Reaching out to personal network
45% Open to talk to a recruiter
15% Completely satisfied; don’t want to move
Source: LinkedIn Talent Trends 2014
25% Active 75% Passive

13. What motivates passive candidates for changing jobs
1 Better compensation & benefits
2 Better work/life balance
3 Opportunities for advancement
Top 3 for Hong Kong
Source: LinkedIn Talent Trends 2014

14. If everyone is offering similar motivators…
What makes you unique?

15. Approach your targeted candidates like dating

16. Build Brand Engagement

18. Turn your targeted candidates into followers
6x
More likely to view
LinkedIn Career Page
10x
More likely to share
content
61%
More willing to be your
brand ambassador
A Valuable Talent Pool Brand Advocates
71%
More likely interested in a job
opportunity

19. Blackberry
Blackberry - Sponsored
BlackberryBlackberryBlackberryBlackberry
SponsoredSponsoredSponsoredSponsored

20. ‘11 ‘12
(started to drive followers)
‘13
2X
7X
Focused follower growth

21. 31%31%
Unilever has hired 1000’s of LinkedIn members
were following Unilever at the time they were hired
A Year On…

22. Received InMail. From who?
Company & Careers Pages
Role? Company ?
Recruiter profile
Friend / know someone there?
Employee profiles
View recruiter profilesSee a job posting. Interested? Role? Company ?
Influence your candidates at various touch points
Job posting JD
Profile

23. Strengthen Brand Presence
Generate awareness
& engagement
Build out
your brand
Amplify your
brand
Continue
excitement
Create awareness, engagement and sustainment
Brand Awareness 2 Talent Communities31
AlumniDiversity
Thought
Leadership
Students

24. Strengthen Brand Presence
Generate awareness
& engagement
Build out
your brand
Amplify your
brand
Continue
excitement
Create awareness, engagement and sustainment
Brand Awareness 2 Talent Communities31
AlumniDiversity
Thought
Leadership
Students

25. LinkedIn’s company page is your brand hub

26. Strengthen Brand Presence
Generate awareness
& engagement
Build out
your brand
Amplify your
brand
Continue
excitement
Create awareness, engagement and sustainment
Brand Awareness 2 Talent Communities31
AlumniDiversity
Thought
Leadership
Students

27. Drive traffic through your employees
The #1 activity members perform on LinkedIn
is viewing profiles

28. 6,000500
Potential new follower
(per year)
100
Profile visitors
(per month)
Your employees can drive up your followers numbers
Employees on
LinkedIn

29. On the LinkedIn
Homepage
When interacting
in Groups
When visiting
Company Pages
When viewing
profiles
Drive brand awareness amongst targeted talent

30. Build your talent pool with an exclusive invite
PepsiCo is
Hiring!
Imagine the possibilities….
Conversion Rates (leads)
• Finance: 15%-25%
• Tech: 20%-30%
• FMCG: 20%-25%
(APAC historical records)

31. Strengthen Brand Presence
Generate awareness
& engagement
Build out
your brand
Amplify your
brand
Continue
excitement
Create awareness, engagement and sustainment
Brand Awareness 2 Talent Communities31
AlumniDiversity
Thought
Leadership
Students

32. Content on your company page
Share content with your followers…keep them
engaged with your brand
Content on your follower’s feed

33. Demonstrate value to Followers
Share rich insightful content updates to build strong engagement
Try the 80/20 rule: 4 updates purely for the benefit of your followers,
1 update to promote your company
Value Driving Company Centric

34. 1MMPotential Reach
(1st degree connection
100
Average Connections
10,000
followers
Your followers are your amplifiers
1
status
update

35. Amp up your staffing team’s sourcing power
Which of the following is the most important attribute of a
company if you were to consider a new job?
Source: LinkedIn Talent Trends 2014

36. Strengthen Brand Presence
Generate awareness
& engagement
Build out
your brand
Amplify your
brand
Continue
excitement
Create awareness, engagement and sustainment
Brand Awareness 2 Talent Communities31
AlumniDiversity
Thought
Leadership
Students

37. Post-Grad Diplomas – Both sides of the story
Contrary to popular belief, Lorem Ipsum is not simply random text. It has
roots in a piece of classical Latin literature from 45 BC, making it over
2000 years old. Richard McClintock, a Latin professor at Hampden-
Sydney College in Virginia, looked up one of the more obscure…
Investing in further education? Read this first!
It is a long established fact that a reader will be
distracted by the readable content of a page
when looking at its layout. The point of using
Lorem Ipsum is that it has a more-or-less
normal distribution of letters, as opposed to
using 'Content here, content here', making it
look like readable English. Many desktop
publishing packages and web page editors now use Lorem Ipsum as
their default model text, and a search for 'lorem ipsum' will uncover…
I completed my post-grad in Computer Sciences
while working full time. I can totally relate to the examples here.
Degree’s are better. It’s not the title, it’s the knowledge.
Really useful. Thank you Susan.
Thought
leadership
Alumni
engagement
Employee
engagement
BUILD

38. Extend reach and continue to build hype
On corporate website Create excitement in the market

39. Strengthen Brand Presence
Generate awareness
& engagement
Build out
your brand
Amplify your
brand
Continue
excitement
Create awareness, engagement and sustainment
Brand Awareness 2 Talent Communities31
AlumniDiversity
Thought
Leadership
Students

42. Customer Sharing
Sumaya Rehman
Manager, Global Talent Acquisition, DFS Group
Nori Chan
Relationship Manager, LinkedIn