The final masterclass of the day is led by Charles Hardy, strategic talent solutions consultant at LinkedIn.
He looked at what makes a good recruitment campaign on Linkedin.
Hardy started with some numbers: there are more than 225m members and this is growing at more than two members every second and the fastest growing demographic in the UK is graduates.
What you say and how you say it is fundamental to how you engage people. So think about this and the skills you need in your recruitment team – these are mostly around marketing and knowing how to talk to people. As an employer, know why your organisation is a great place to work.
Your Linkedin Hub
Have a company page, a careers page and use Linkedin products and services – these make up your ‘hub’. For all of these you need rich content that is regularly updated. In this you need to make sure you articulate your culture.
Employees as ambassadors
Employees – through their profiles – are your ambassadors
And then there is their activity too – networks, groups, status updates, sharing
Show of hands in the room – everyone has a profile. Only one has posted an update on their profile this week.
Think about how your employees represent you on Linkedin. The number one activity on Linkedin is looking at profiles. And remember that Linkedin is a platform for you to tell the world about your brand.
- Post your jobs (obviously)
- Attract active and passive job seekers – 50% of jobs are applied to through recommended jobs – through the recommendation engine or through a shared job. So, make sure you share the jobs out through your networks. Hiring managers will know the subject, have a great profile and sharing the jobs and talking about what it is likes to
- Think about your followers – they receive your jobs too
- Sponsored jobs – you can pay to have it as the top recommended job. This gets great results.
- Job wrapping – pulls jobs from an ATS depending on your required filters. Through wrapping jobs, LI is dependent on the content that comes with them. If they do not leverage the employer brand then the ads will perform less well. Sell the vision of the company. Quality job descriptions are fundamental to their success.
- Targetted media- through ads you can target your audience or have a branded in mail.
Social networking – leverage your employees
- They can put content on their profiles
- They can share jobs in their updates
- Leverage the ad space on your employees’ profiles – for example, a big four accountancy firm with 100,000 employees typically gets 500,000 views a month. So make sure you make the most of their profile pages with targeted advertising.
Hardy said www.linkedin.com/skills is a powerful site for recruiters. Search skills and then look at related skills, groups and people listed. Hidden but very useful tool. As is the alumni tool www.linkedin.com/alumni
Strategic Sourcing and Pipelining
- Linkedin Recruiter gives you licence to source the LI database
- Search, filter, auto-search
- Contact via Inmail
- Tracking and pipelining tools too
But Hardy says it is not just about finding people it is about communicating with them too. This is an important part of the skill mix when using Linkedin to source candidates.
Build up a talent pool – run searches on people and talk to them over time. This will save time to hire and cost of hire. Start preparing well in advance of jobs becoming available.
Linkedin spends a lot of time with clients on this. Hardy says that this is not an admin or sales role – it is about building relationships. You need to have the right people in place. It is much more of an agency feel. You need to be proactive.
Use your followers as a talent pool. Grow through sharing and engage users with regular and relevant news.
Be proactive and remember that you do not need to be a first degree connection to connect with someone in the same group as you.
Checkin for mobile event registration
This is a new tool recruiters can use to help contacts register for their event. You do not have to have a profile to use it.