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Being Successful in a Digital World

Inez Chan

Solutions Consultant

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Inez Chan

Solutions Consultant

LinkedIn

#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.

3

Agenda

1) Evolution of Marketing for recruitment agencies

2) Branding for influence with Social media

3) How

UED BRAND & MARKETING

Times are Changing

4

Power of social media

5

1/4 global population is on

social network

22.5% internet time spent on

social networking

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David & Goliath

Goodbye control…hello influence

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Social media

is here to stay, embracing its power is the key

57%

of the decision to ‘buy’ is now made before any

commercial contact with your business

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Every Audience You Care About…

Every Audience You Care About…

10

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Awareness

Consideration

Preference

Conversion

Advocacy

The Marketing Funnel

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We recommend

3 simple steps

Your followers &

Your brand

Nurture your target

audiences

Do what you do

best

Build Engage Recruit

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Awareness

Consideration

Preference

Conversion

Advocacy

Putting it into Perspective

Build

Engage

Recruit

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Your LinkedIn Journey

RECRUIT ENGAGE BUILD

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Creating ‘Followers’ will

Fuel Your Success

? ? ?

? ? ?

? ? ?

What good is a post on Facebook if you

have no friends?

Followers are 2.5 times more likely to recommend your business 2.5 x

78%

Followers are 78% more likely to respond to an InMail

of members are interested in job opportunities from companies they are following 79%

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Ways to build followers

Your Consultants Network Acquisitions Events

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Your LinkedIn Journey

RECRUIT ENGAGE BUILD

18

“Do not address your readers as though

you are addressing a stadium. When people read your copy, they are

alone. Pretend you are writing to each one of them a letter.”

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Influence quality through

branding for influence

Branding for Appeal

Promoting the agency

Messages That Sell

“See our career Opportunities.”

“Be challenged every day.”

“Our culture is very collaborative.”

Channel-Driven Outreach

Core Brand Focus

Customised Brands

Core Brand

Branding for Influence Giving audience

guidance to make better decisions about whether to

apply

2 Messages That Consult

“Check out this company that I

know hires for...”

“Your work helps achieve our

mission by...”

“Given your interests, I think the right job for you will be….”

1 Customised Brand Focus

Customised Brands

Core Brand

3 Messenger- Driven

Outreach

Three steps to branding for influence

Source: Corporate Executive Board 2014

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Develop

audience personas

Sandra

Profile Who is your ideal candidate?

Create a profile of that

person.

What is their background?

What defines them?

Where are they online?

Give them a name and a

picture – make them real!

Message Position your business as an

expert, authority and place to

go for any information or

guidance in their space.

Be relevant, be authentic and

be personable.

Channel Create videos, interview your

people or industry experts,

share information from

events, write blog posts and

e-books on the state of jobs

in your industry. Put this

content in the right places.

Interests Figure out what will capture

their attention.

What is that person interested

in, what does that person care

about, what else are they

doing online?

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Your LinkedIn Journey

RECRUIT ENGAGE BUILD

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Awareness

Consideration

Preference

Conversion

Advocacy

The Marketing Funnel so

urc

ed

by y

ou

r pro

sp

ect, fa

cilita

ted

by

mo

stly

on

line

activ

ities

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InMail Response Rates by Recipient Engagement

*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to

receiving an InMail from one of your employees

10%

Engaged with

Your Brand

75%

23

Increased engagement with your brand improves

the effectiveness of your InMails

No Engagement

with Your Brand

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http://talent.linkedin.com/blog/index.php/2014/04/sourcing-plus-branding-a-

powerful-one-two-punch-for-staffing-agencies

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