According to a 2015 LinkedIn survey, 58% of your company page followers are interested in joining your company. Learn how to engage your company followers with the right content, and how to convert them to hires. Learn more about our solutions here: http://bit.ly/1TeD0FT

1. 1
Why Followers
Should be a Key
Piece of Your Talent
Acquisition Strategy
#hiretowin
Jamie Drayton
Senior Consultant, Brand Strategy
and Media Solutions

2. Let’s discuss
©2016 LinkedIn Corporation. All Rights Reserved.
1. Why Followers matter
2. Full cycle Follower strategy for Talent Acquisition
a. Attracting the right Followers
b. Nurturing Followers with content marketing
c. Converting Followers to hires
3. Measuring success

3. LinkedIn continues to grow rapidly and
reach wider audiences
300M+members
3,000+diversity groups
24
languages
200+
countries and territories
414MM+
members

4. 55% of LinkedIn’s
traffic is now coming
from mobile
Member are
consuming 6X more
content than jobs
Mobile engagement
rates are ~5x higher

5. 5
Why you should care about your Followers
3x
Followers are more
likely to apply for
jobs at companies
they follow
95%
are more likely to
accept InMails from
companies they
follow
79%
Want to receive career
opportunities from the
companies they’re
following
Source: LinkedIn Study 2015
Question 1: “What information about a company would you like to receive in your LinkedIn network update stream?”
Question 2: “What information would you be likely to share with people in your LinkedIn network?”

6. InMail Acceptance Rates by Recipient Engagement*
*up to 60 days prior to receiving an InMail
NEW DATA!
Increased engagement with your brand improves the
effectiveness of proactive outreach from your recruiters

7. 7
Increased engagement with your brand improves the
effectiveness of your Jobs
Job Apply Rate* by Recipient Engagement**
*Job apply rate is calculated as (unique job applicants) / (unique job viewers)
**up to 60 days prior to viewing one of your jobs
NEW DATA!
12.9%
17.6%
NEW DATA!

8. My goal is to help you grow this number
(LinkedIn can provide this data point to all clients)

9. AWARENESS
ENGAGEMENT
POTENTIAL CANDIDATES
LEADS
HIRES
How can you get the most value from your
Follower strategy for Talent Acquisition?
(a)Attract the right Followers
(b)Nurture them through the
Talent Acquisition funnel
(c) Convert the best to hires

10. In 2013…
What’s our Follower growth look like?

11. Are you attracting the right Followers?
Organic Targeted
?
vs.

12. Are you attracting the right Followers?
NEW DATA!

13. How can you attract more of the right
Followers?

14. How can you attract more of the right Followers?
1. Be strategic about your content marketing program to attract
quality Followers organically
• Good posts engagement viral distribution more Followers
2. Company pages, career pages, and job posts are all gateways
to attract Followers – more traffic to those destinations will
attract more Followers
3. Add the Follow Company button to your website
4. Leverage paid programs to attract targeted Followers

15. “Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer
action.”

16. “Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain talent.”

17. 17
Refresher: What happens when an update is posted
Start here
Be sure to include an
image, video,
presentation or link
Target you update to
ensure your Followers
are receiving relevant
updates

18. 18
Upon posting, three things happen
3. It pushes out in to the
newsfeeds of your
Followers
1. It displays at the top
of the feed on your
company page
2. It displays in the
Recent Updates section
of your Career Page

19. 19
Good posts earn viral distribution and attract Followers
Company ABC posts an update
to all its Followers
The post is eligible to all 26,102
Followers
The post is viewed 9,635 times
and 45 people click on it
+3 new Followers +5 new Followers +6 new Followers
Members in those networks
become Followers when posts
resonate with them
For each Like, Share and
Comment, the post earns viral
distribution to the networks of
those that engaged
Follower’s
Network
Follower’s
Network
Follower’s
Network

20. Be strategic about your content marketing program to
attract quality Followers organically
• The strategy must have
– an owner
– goals
– an execution plan
– data/metrics
• Leverage existing best practice documents to build your own
customized plan

21. 1. Always include a clear call to action
2. Ask thoughtful questions to include your audience
3. Always include an image or rich media
4. Post videos to encouragesharing
5. Give your target talent a peek behind the office door
6. Enthusiastically respond to comments
7. Avoid over-targeting
8. Monitor, analyze and refine your strategy
9. Share your content across all social platforms
10.Have a plan/calendar but also be ready to stray
from the plan, particularly around timely events
10 Content Marketing Best Practices

22. Company pages, career pages, and job posts are all
gateways to collect Followers (on desktop and mobile)

23. Add the Follow Company button to your website
https://developer.linkedin.com/docs/company-pages

24. How can you attract more of the right Followers?
Leverage “Grow your career” recruitments ads to collect targeted Followers

25. How can you collect more of the right Followers?
When content is sponsored, you can target your message across
the entire LinkedIn network
Leverage Sponsored Updates to collect targeted Followers

26. How can you collect more of the right Followers?
Rich targeting gets your invitation only to the right audiences

27. Convert the best to hires

28. How do you convert Followers to hires?
“Visit our career page”
“Attend our
hiring event”
Incorporate interesting job posts in your mix

29. 29
Convert Followers to hires in Next Gen Recruiter
©2012 LinkedIn Corporation. All Rights Reserved.

30. 30
Filter just by Followers
©2012 LinkedIn Corporation. All Rights Reserved.

31. 31
Filter just by Followers
©2012 LinkedIn Corporation. All Rights Reserved.

33. Tracking/Metrics
NEW DATA!

34. 34
Many Followers are active job seekers
of your New Followers found new opportunities after they
started following your company
9123
NEW DATA!

35. 35
Your Followers
This data is based on the last 12 months
Top Companies Hiring your followers
NEW DATA!

36. Are you attracting the right Followers?
NEW DATA!

37. 37
Track targeted follower change as part of overall
follower growth

38. 38
See how you compare in Company Page Analytics
YourCompany
Competitor A
Competitor B
Competitor C
Competitor D
logo
logo
logo
logo
logo

39. Trajectory Analysis
Expected Trajectory
Actual Numbers

40. Year over Year (YoY) Tracking

41. Key Takeaways
1. Followers are a valuable audience with expectations
2. Have a strategy (Attract, Nurture, Convert)
3. Deliver a targeted and authentic content marketing program
365 days/year
4. Use data to optimize your approach