Everything starts with your story
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This document provides guidance and best practices for recruiters to optimize their LinkedIn profiles and company pages. It recommends recruiters craft compelling profiles that reflect their passion for recruiting and their company's values. Recruiters should showcase their work through rich media and engage authentically with their network. Company pages should utilize video and content marketing to attract followers and talent. The document also provides metrics to help recruiters measure the effectiveness of their online branding efforts.
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Mashable
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Mashable See how quickly your country adopted the internet
How Quickly Did Your Country Adopt the Internet?
[MAP]
mashable.com As of 2012, 203 countries had
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connected. How the web spread like wildfire, 1993 to present
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Everything starts with your story
- 1. LinkedIn Essentials The Modern Recruiter’s Guide
- 2. Everything starts with your story LinkedIn Modern Recruiter’s Guide 2 How to make your profile and Company Page stand out
- 3. Amazing recruiting begins with you LinkedIn Modern Recruiter’s Guide 10 Think about why you are a recruiter—the careers you’ve transformed or the organization you’re building. Does your profile reflect that? If not, you’re missing a huge opportunity for yourself, your company, and your candidates. 45 million profile views* take place on LinkedIn every day—it is the #1 activity on the network.** Your profile is often candidates’ first interaction with your company so it should be inspiring. The more you can show about who you are and what your company does, the easier it is for candidates to engage with you and determine whether or not your company might be a great fit for them. 1 Craft a killer opening 2 Dress it up with rich media 3 Add certifications 4 Showcase your volunteer activities Make your updates more interactive 5 steps to a dazzling new profile 05 *Brad Mauney, Five Simple Ways to Boost Your Professional Brand on LinkedIn (http://linkd. in/1fKrxuD), (July 29, 2013) **Parker Barrile, LinkedIn Further Mobilizes Candidates and Recruiters – Meet Mobile Work With Us and Recruiter Mobile (http://linkd.in/1iW7PQt), (October 16, 2013)
- 4. 5 steps to a dazzling new profile 1 Craft a killer opening Over-invest in your headline and summary. For a more approachable feel use the first person (“I…we”). Write like you want to hire, not like you want to be hired. 2 Dress it up with rich mediaShowcase your work by uploading/linking to pictures, videos, blogs, SlideShare presentations, and websites. 03 Add certifications Build credibility by sharing certifications or clearances you’ve attained. 4 Showcase your volunteer activities Paint a complete picture by sharing volunteer work or causes you care about. 5 Make your updates more interactive Engage with your network by mentioning connections and companies in LinkedIn updates. When they comment, respond in real-time. LinkedIn Modern Recruiter’s Guide 4
- 5. 4 Profiles That Inspire Larry Hernandez of Zappos d Inspired opening: Self summary or employer brand ad for Zappos? Larry’s summary is written to inspire candidates. Listing Zappos’ core values helps candidates self-select, saving him and them time! Show vs. tell: The Zappos Family Music Video demonstrates the company’s adventurous culture more than a block of text ever could. LinkedIn Modern Recruiter’s Guide 5
- 6. 4 Profiles That Inspire Aaron Neale of Improbable d Know your audience: Aaron establishes credibility with engineering candidates for Improbable, a UK based technology startup, by describing the first machine he built. Use their language: Language like “enjoy voiding warranties!” shows tech talent he understands what makes them tick. LinkedIn Modern Recruiter’s Guide 6
- 7. 4 Profiles That Inspire Daoud Edris of Lion Co d Leverage rich media and video: Under his current role, Daoud has videos, infographics, and presentations highlighting the culture and mission of Lion, a beverage and food company in Australia and New Zealand. Highlight individual employees: Daoud posted two videos highlighting the career transformation of two Lion employees, Scott and Roy. The message: You can transform your career at Lion. LinkedIn Modern Recruiter’s Guide 7
- 8. 4 Profiles That Inspire Deborah Glynn of The Integer Group Describes impact: By talking about the industry giants employees will be working with, Deborah sends the message, “You’ll be at a medium sized company, but your impact will be HUGE.” Links to blog: Deborah refers candidates to Integer’s blog, Shopper Culture, to “think about who you want to be,” to keep them engaged beyond her profile. The blog itself is not just company updates, it’s engaging and chock-full of thought leadership. LinkedIn Modern Recruiter’s Guide 8
- 9. Your Company Page is key Here’s how to make the most of it While your profile is often the first impression candidates have of you, your Company Page is the first impression they have of your company. Whether its the culture, mission, or products your company offers, think about why YOU joined your organization. Does your Company Page reflect it? More than 3 million organizations leverage their Company Page to make it easy for talent to find them and learn what they are all about*. On average, 71% of your followers are interested in careers at your company**. Showing your culture and opportunities is a scalable way to turn your followers into candidates and help you foster meaningful relationships. Did you know? You can target any update to your followers for free based on geography, industry, title, and more. LinkedIn Company Pages are now optimized for mobile devices! 41% of LinkedIn’s unique monthly visitors come through mobile***. *http://press.linkedin.com/about **Sam Gager, The Truth About Followers and Connections: Key Reasons to Cultivate Yours (http://linkd.in/1jwnYgt), (January 15, 2013) ***http://press.linkedin.com/about 4 ways to amp up your Company Page 1 Use video and rich media. 2 Grow your followers. Engage followers with Targeted Status Updates. Extend your reach by sponsoring content. 03 04 Larger corporations are sometimes hamstrung by more formalized processes, and their approach can come off as generic or machine-like. Small businesses tend to have the freedom to inject authentic company personality into their pages—making them more relatable to audiences. Use this freedom to your advantage! 3 essential Company Page resources Company Page resource list (http://linkd.in/1nqmC79) How-to videos and guides, success stories, testimonials Company Page playbook (http://linkd.in/1t9Znma) 5 steps to engaging followers on LinkedIn Status update best practices (http://linkd.in/1eJ8czz) 10 tips LinkedIn Modern Recruiter’s Guide 9
- 10. Amp up your Company Page in 4 easy steps Remember that your Company Page should reflect your overall brand and provide a unified experience for your audience—make sure you talk to your marketing team to coordinate your approach! Followers are twice as likely to amplify a post via likes, shares, and comments if it contains video. No videos? Try SlideShare, PDFs, images, and links. Embed “Follow” buttons* in your website, candidate communications, and employee signatures and profiles. Download at http://linkd.in/1hg1dbX Post interesting facts, expert tips, Top 10 lists, and questions to interact with key talent pools. Need inspiration? Check out this gallery of great status updates (http://slidesha.re/Pevxxf) Sponsored Updates let you target talent outside of your followers. *Embedding “Follow” buttons in smart places helped Unilever grow its followers from 40K to 235kin 10 months. For inspiration, check out LinkedIn’s top Company Pages of 2013 (http://linkd.in/1mxslYl). 01 Use video and rich media LinkedIn Modern Recruiter’s Guide 10 02 Grow your followers 03 Engage followers with Targeted Status Updates 04 Extend your reach by sponsoring content
- 11. 3 Company Pages We Love Greenpeace Greenpeace shares industry news: Don’t make all of your updates about your company. Greenpeace knows that its followers are interested in the environment, so it shared this BBC article showing the link between green spaces and mental health. A good mix of external AND company focused content will keep followers coming back for more. Greenpeace In Japanese it is called shinrin-yoku, which literally means “forest bathing.” In English, it’s just a walk in the park. Either way, being out in the green is great for you - an it is now scientifically proven. Green spaces ‘improve mental health’ bbk.co.uk 11 January 2014 Last updated 22:10 ET by Mark Kinver Environment reporter, BBC News There is a growing body of evidence that suggests urban green spaces are good for people’s well-being Linving in an urban area with green spaces has a... Share 8 days agoLike (12) Comment LinkedIn Modern Recruiter’s Guide 11
- 12. 3 Company Pages We Love Marketplace Home Mortgage Provide expert tips and insights: Marketplace Home Mortgage shares quick tips and insights that are relevant for their home buyer audience. Post updates that spotlight your industry expertise. Marketplace Home Mortgage Bipartisan Housing Reform bill said ready for Senate Bipartisan Housing Reform Bill said ready for Senate mortgagenewdaily.com Reuters andBloomberg are reporting that the Chair and the Ranking Member of the Senate Banking Committee have agreed on the outline of a plan to wind down Fannie Mae and Freddie Mac . Senators Tim Johnson (D-SD) and Mike Crapo (R-ID) said the... Like (12) Comment Share 8 days ago LinkedIn Modern Recruiter’s Guide 12
- 13. 3 Company Pages We Love Mashable Share snackable, valuable content: Mashable hits the sweet spot by sharing content that is both high quality and quick to consume. Keep your posts bite-sized to drive high engagement. Mashable See how quickly your country adopted the internet How Quickly Did Your Country Adopt the Internet? [MAP] mashable.com As of 2012, 203 countries had access to the Internet, and nearly 80 were more than 50% connected. How the web spread like wildfire, 1993 to present day. Share 8 days agoLike (12) Comment LinkedIn Modern Recruiter’s Guide 20
- 14. Profile and Company Page performance: Metrics that matter If you can’t measure it, you can’t manage it. These free analytics tools will help you build your brand strategically. 01 Who’s viewed your profile Are these increasing: profile views, how often you turn up in searches, endorsements? 02 Who’s viewed your updates Are more people viewing, liking, sharing, and commenting on your content? 03 Networks statistics Is your network growing? By how much are you expanding your reach to 2nd and 3rd degree connections? Measure your profile power Track your Company Page 01 Status Update engagement Measure real-time engagement analytics directly under each post. Know which updates drive the most clicks, likes, comments, shares, and engagement. 02 Company Page engagement See engagement trends by type and time period. 03 Follower demographics Determine if you’re attracting the right type of people. 04 How you compare LinkedIn Modern Recruiter’s Guide 14 Benchmark your follower growth against similar organizations and competitors. Don’t forget the soft stuff: Read comments for qualitative feedback
- 15. LinkedIn Modern Recruiter’s Guide 15 Questions? Download the full playbook here Contact the LinkedIn Talent Solutions Team at talent-trends@linkedin.com Founded in 2003, LinkedIn connects the world’s professionals to make them more productive and successful. With over 300 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the world’s largest professional network. LinkedIn Talent Solutions offers a full range of recruiting solutions to help organizations of all sizes find, engage and attract the best talent. We are committed to giving our members the best possible hiring experience. See more details on our solutions talent.linkedin.com Stay on the cutting edge with our blog talent.linkedin.com/blog Follow us on LinkedIn www.linkedin.com/company/linkedin-talent-solutions Follow us on Twitter @hireonlinkedin