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Finding the Best and Brightest Students to Build Your Company | Talent Connect San Francisco 2014

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Learn about LinkedIn’s fastest growing demographic, students and recent graduates, and how to recruit the future leaders of your organization.

Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf

Publicada em: Recrutamento e RH
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Finding the Best and Brightest Students to Build Your Company | Talent Connect San Francisco 2014

  1. 1. Finding the best and brightest students John Boley Recruitment Product Consultant, LinkedIn to build your company Ann Newman Talent Brand Consultant, LinkedIn Tammy Garmey SVP, Engagement & Strategy, TMP Worldwide Marie Artim VP, Talent Acquisition, Enterprise Holdings
  2. 2. 39 million students and recent graduates on LinkedIn
  3. 3. Agenda • How students are using LinkedIn • Enterprise Holdings’ success story • Leverage media and branding on LinkedIn to scale student recruiting • Q&A #intalent
  4. 4. How students are using LinkedIn
  5. 5. 28% of students use LinkedIn as their primary job search tool, but…
  6. 6. 74% of all students are doing other search-related activities on LinkedIn
  7. 7. Students have different priorities when looking for a job Increase Focus Decrease Focus Good work/life balance A place I would be proud to work Culture that fits my personality Ability to make an impact Excellent compensation & benefits Good relationship with colleagues Employee development Job security #intalent
  8. 8. Students plan their education and career journeys Informed decisions occur before they attend a university, during school, and throughout their careers. #intalent
  9. 9. Decision boards help students map their journeys #intalent
  10. 10. Students explore unique career outcome data #intalent
  11. 11. Students use their university pages for research #intalent
  12. 12. Students are researching and applying for great jobs Jobs on LinkedIn are dynamic Get more traffic by sharing jobs #intalent
  13. 13. Students are 100% more likely to engage with a job on mobile
  14. 14. Students come to LinkedIn for a variety of activities 54% network with other professionals #intalent
  15. 15. Students come to LinkedIn for a variety of activities 70% consume content or contribute to discussions #intalent
  16. 16. Students come to LinkedIn for a variety of activities 74% learn about what others are doing #intalent
  17. 17. Enterprise Holdings’ success story
  18. 18. About us #intalent
  19. 19. Why would I use LinkedIn to connect with students? It’s only for experienced recruiting. - Any recruiter at Enterprise, circa 2013 #intalent
  20. 20. 41,974 employee profiles on LinkedIn *(ERAC, EHI, Fleet) – LinkedIn data, July 2013 #intalent
  21. 21. 51,644 professionals visiting your employees’ profile pages every month *(ERAC, EHI, Fleet) – LinkedIn data, October 2013 #intalent
  22. 22. 3,342 LinkedIn members hired by Enterprise Holdings, Enterprise Rent-A-Car, and Fleet Management within the past 12 months – LinkedIn data, October 2013 #intalent
  23. 23. So we started with a pilot 2013 4-month pilot (July – October 2013) Field recruiting • 35 Recruiter licenses • Job slots Employer brand: • Work with Us advertising • Career pages • Enterprise Holdings • Enterprise Rent-A-Car • Enterprise Fleet Management #intalent
  24. 24. The results
  25. 25. Work with Us: .21% desktop, 1.66% mobile CTR Launched: July 31, 2014 Total views: 81,312 desktop; 2,526 mobile Total clicks: 174 desktop; 42 mobile Click-­‐through rate: 0.21% desktop; 1.66% mobile
  26. 26. Targeted traffic driving ads: .35% CTR #intalent
  27. 27. Career page visitors increased during media campaigns 679 1,035 897 Monthly data January 2013 through August 2014, Enterprise Rent-­‐A-­‐Car, Enterprise Holdings, 873 886 803 1,471 Total Career Page Unique Visitors Enterprise Fleet Management 1,920 1,741 1,472 1,097 970 1,648 1,414 1,408 1,498 1,830 1,210 1,221 1,143 2500 2000 1500 1000 500 0 Pilot Traffic Drivers Jan-­‐13 Feb-­‐13 Mar-­‐13 Apr-­‐13 May-­‐13 Jun-­‐13 Jul-­‐13 Aug-­‐13 Sep-­‐13 Oct-­‐13 Nov-­‐13 Dec-­‐13 Jan-­‐14 Feb-­‐14 Mar-­‐14 Apr-­‐14 May-­‐14 Jun-­‐14 Jul-­‐14 Aug-­‐14
  28. 28. Followers grew by 75% since last August 2,622 Monthly data July 2013 through August 2014, Enterprise Rent-­‐A-­‐Car, Enterprise Holdings, Enterprise Fleet Management 2,597 2,639 2,978 2,538 New Monthly Followers Total Monthly Followers 2,271 3,273 3,001 3,181 2,838 3,236 2,778 2,845 2,496 42,746 45,343 47,982 50,960 53,498 55,769 59,042 62,043 65,224 68,062 71,298 74,076 76,921 79,417 3,500 3,000 2,500 2,000 1,500 1,000 500 0 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Jul-­‐13 Aug-­‐13 Sep-­‐13 Oct-­‐13 Nov-­‐13 Dec-­‐13 Jan-­‐14 Feb-­‐14 Mar-­‐14 Apr-­‐14 May-­‐14 Jun-­‐14 Jul-­‐14 Aug-­‐14
  29. 29. Where we’re heading…
  30. 30. Champion recruiters
  31. 31. Evolving requisition mindset Business need MT Chicago HR need Diverse Female Recruitment need #intalent
  32. 32. MT: Intern Candidate [Sample only] Name: Kelly James Role: Student/Retail Sales Associate PT Experience: 2 years Current employer: Target Current location: Chicago, IL Education: ISU – BS, Communications Needs • Strong team and collaboration • Challenge and growth • Mentorship and guidance Motivations • Competitive pay • Opportunity for advancement • Flexible career path Concerns • Long hours, no time for personal life • No recognition Behaviors and attributes “Bring it on, world! I am ready to get my hands dirty and learn, collaborate, and grow along the way.” Personal Interests/ Background: • Cheerleading, Dance • Volunteers for Chicago Children’s Charities • Loves Karaoke Goals • Bring work to life/market • Do work with impact on thousands • Develop a career path Experience level Entry-level Experienced Work style Individual Collaborative Personality type Extrovert Introvert Social networks LinkedIn Twitter Facebook Instagram YouTube Social engagement Reader Writer Device Desktop Mobile Wants • A place I believe in and that believes in me • Fast, fun, and hands-on environment • Team spirit with individual respect Job search LinkedIn Aggregator Job Board Networking Other
  33. 33. North American entry-level sales professionals #intalent
  34. 34. European entry-level sales professionals #intalent
  35. 35. North American veterans #intalent
  36. 36. North American experienced business professionals #intalent
  37. 37. North American experienced sales #intalent
  38. 38. The Enterprise journey Key takeaways • Rich student talent pool • Extended reach via employees • Pilot = proof • Personalized candidate experience platform #intalent
  39. 39. Leverage media and branding on LinkedIn to scale student recruiting
  40. 40. We are consuming information like never before Stand out with relevant content that captures their attention Blackberry Leveraging employment branding media allows you to remain top-of-mind year-round
  41. 41. Bring your story to life Videos and testimonials strengthen your message #intalent
  42. 42. Engage in a two-way dialogue
  43. 43. Share relevant career-mentoring content #intalent
  44. 44. Encourage employees to publish and share content #intalent
  45. 45. Share experiences that students can relate to #intalent
  46. 46. Amplify your efforts
  47. 47. Use targeted recruitment ads to expand your reach #intalent
  48. 48. Use sponsored updates to engage your audience #intalent
  49. 49. Use branded InMail campaigns to drive action Source: shared with permission from Blue Cross Blue Shield of Michigan #intalent
  50. 50. Summary 1. Student are LinkedIn’s fastest growing demographic and come to LinkedIn for a host of activities 2. Organizations use data and performance to recognize LinkedIn as a leading source for recruiting students 3. Leverage media to differentiate your organization as an employer of choice among your target student audience #intalent
  51. 51. Modernize your strategy with LinkedIn’s Student Recruiting 2.0 Guide
  52. 52. Q & A

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