Free vs. Paid Recruiting Tools on LinkedIn

Editor's Notes

• #3: Please note that Everyone on the line is muted. But if you’d like to ask a question, Please type it into the Q&A box on the left hand side. Today’s questions will be shared directly with me and today’s speaker, so we’ll do our best to get to them throughout the presentation, however.. There’s a dedicated time for Q&A at the end of today’s session. If you’d like to share today’s learnings through social media, please use #hiretowin And finally, we know there’s A LOT of in this 60-minute session so we’ll be sure to send you a copy of the presentation and a recording of today’ session by end of week via email. Ok, well, that does it for our housekeeping items.
• #4: Hello everyone! On behalf of the LinkedIn Talent Solutions team, I’m excited to welcome you to today’s live webcast titled, “Free vs. Paid Recruiting Tools on LinkedIn”. Before we begin, I’d like to take a moment to touch on some housekeeping items:
• #5: Laura intro First Sally Intro second Bio Area of focus (STAFFING) You educate LinkedIn members about the various tools they can leverage specifically for recruiting and building their firm’s brand. Before I begin, please note that today’s session was built by design to: Introduce the different free and paid products and features. And give you a glimpse into how the products work with a live demo. Before diving into the paid tools and handing things over to Amanda, I’m going to give you a little bit of background on LinkedIn and why professionals and agencies are using the network.
• #6: SALLY – For those of you who are familiar with LinkedIn, you know it’s the world’s largest professional network on the Internet with more than 433 million members in over 200 countries and territories. To this day, we’re adding 2 new members per second. So, why do people join LinkedIn?
• #7: SALLY: Members use the FREE features on LinkedIn to build a professional identity and show the world who they are, to connect with others and discover new career opportunities and to build on what they know and gain industry insight so they can accomplish more in their careers. So how does this relate to you and what you do??
• #8: SALLY For you, the recruiter: LinkedIn is the only place on the web where you can recruit both passive and active candidates. By passive, we mean people who are not necessarily looking for a new opportunity As you can see from the graph, traditional job boards only provide access to approximately 30% of professionals who are actively looking. LinkedIn provides access to both active candidates, and the 70% of passive candidates who are not actively searching on job boards. We give you the tools you need to find the ideal candidates on our network and REACH OUT TO THEM DIRECTLY. So, Let’s take a look how agencies use LinkedIn PAID solutions to be more successful.
• #9: SALLY Our paid solutions are distinct and powerful – and can help you grow your business in 3 categories. The first category is our prospecting solutions. These solutions help you to: Reach new business leaders to drive more business development leads Engage passive candidates to increase quality candidate leads Get in front of mobile members via the feed The 2nd category is marketing. Our marketing solutions help you showcase your credibility – so you can build trust with candidates and clients. These solutions also allow members to view your jobs and research your firm. The third category, and likely the one that you’re most familiar with, is recruiting. Our Recruiting solutions help you to: Access both active and passive talent and find top candidates and clients, faster Reach out to them directly Sign and close the deal more efficiently
• #10: LAURA To better understand how these tools work together, think of them as a funnel. The top of the funnel is where we can automate your prospecting. With our tools, we can get you more leads, with little to no effort needed on your end. We can then help convert those leads, by offering branding tools that will help position your firm as a top-notch agency. And once those leads are warm and open to hearing from you, we offer your business the critical core tools you need to engage and close both candidates and clients.
• #11: LAURA Given that the majority of today’s attendees fall into two categories Agency owners Agency recruiters who work in small to mid-sized firms. You all have two fundamental things in common: You want to source passive candidates more effectively and efficiently You want to build their brand to attract more quality candidates and clients In fact, to prove this, LinkedIn conducted a survey to gain recruiting insights for staffing professionals to apply in 2016. Based on our research… 49% of staffing DMs want to find better ways to source passive candidates 72% of staffing decision makers say branding has a significant impact to grow their business In this crash course will double click into these 2areas. We’ll look at how you can further leverage LinkedIn’s mix of free and paid tools that to help you stay on top of these expectations and trends.
• #12: LAURA So, let’s start with addressing the branding challenge and identify ways you can help solve this problem with LinkedIn. The current state of the market is tough – it’s a candidates market. And with that you have to make sure your firm is top of mind and front and center when candidates are looking for new jobs. However, we’ve found that agencies have struggled to develop an online presence and evolve with the era of social recruiting CLICK ONE We conducted research and only 18% of respondents reported that they think of a staffing firm when looking for a new job. Here’s another learning from the survey -- it’s not a question of bad experiences or results. When candidates do use agencies, 74% report having a good experience and of those interviewed, 41% were offered a job. It’s really a question of awareness — both of the agency and your roles you’re looking to fill. As you can see only 64% of staffing firms have a brand strategy -- SO if brand is not a priority for you right now, let’s change that. We’ve found that firms who invest in developing a strong brand get the most business. Because the strong your brand is, the easier it is for candidates and clients to say yes to you.
• #13: SALLY So let’s take a look at the tools, and it starts with building your brand. You can build your brand with the following FREE LinkedIn Company Page Status Updates LinkedIn Groups LinkedIn Pulse These products are fantastic and are free, they also allow your to set up the foundations of your brand. We also have some paid options that you can opt-in to that would help you accelerate your success
• #14: SALLY Now, let’s take a look at the 1st product called “LinkedIn Company Page”. This is FREE. This is an easy way to: give your business the opportunity to tell your company’s story, engage with followers, share career opportunities, and scale your word of mouth. It encourages your audience to make contact with your company and perceive your company as a trusted resource. If you haven’t created a company page or you’d like to optimize your existing company page, here are some resources. Most of the features you see here are free such as: Company summary Hero image ”Status” updates Showcase pages And many more free features … The two popular paid features are: ---- PAID ----- Sponsored Updates Career Page Lets look closer at Sponsored Updates and we’ll dive into Career Pages later in this session since it also has a stronger tie to recruiting.
• #15: SALLY Now, let’s take a look at the 1st product called “LinkedIn Company Page”. This is FREE. This is an easy way to: give your business the opportunity to tell your company’s story, engage with followers, share career opportunities, and scale your word of mouth. It encourages your audience to make contact with your company and perceive your company as a trusted resource. If you haven’t created a company page or you’d like to optimize your existing company page, here are some resources. Most of the features you see here are free such as: Company summary Hero image ”Status” updates Showcase pages And many more free features … The two popular paid features are: ---- PAID ----- Sponsored Updates Career Page Lets look closer at Sponsored Updates and we’ll dive into Career Pages later in this session since it also has a stronger tie to recruiting.
• #16: SALLY Some people have asked, “whats the difference between a CAREER PAGE and a COMPANY PAGE? Don’t they do the same thing?” Although there are some similarities in terms of format, their purposes are different. To start, a company page is used to communicate general company information and updates. The information is consumed by candidates, partners, prospects, customers, investors, etc. Posting job opening and other recruitment-related information may not be relevant to your prospects and customers which can be disruptive. SO, adding a Career Page helps organize recruitment-related information into a designated page. This is where you post your jobs, add culture/recruitment videos and content. In addition, the Career page has unique and advance features that will automatically display jobs targeted to each viewer, letting potential candidates know you’re hiring people like them. In addition to applying to your jobs, they can Follow your company to receive status updates, or reach out to employees in their networks. Only LinkedIn Career Pages help you to deliver a custom experience unique to each visitor. Customize your message based on a member’s location, industry, job function, and more, to capture the attention of every potential candidate who visits your page. Showcase your Talent Brand whenever members view your jobs or research your company Personalize messaging and job recommendations based on member location, industry, function, and more Include rich media like videos on your Career Page and all your LinkedIn Job Posts Feature employee testimonials You also get: • Real-time editing and content refresh • Detailed Analytics • Jobs targeted to audience • Page content targeted to audiences • Ads to drive traffic to site • Only your ads appear on your company’s pages
• #17: SALLY Personalized for your audience Use LinkedIn data to personalize your audience's experience based on who they are, what they do, and more. Bring your employer brand to life Let your employees tell the story of your company culture, business, or who you’re looking for in video testimonials. Get your jobs out to more people Feature your job posts right where interested prospects can find them — on your company’s Career Pages. Bring more light to what you do. Jobs piece is the same. Getting jobs more out to more people – order of relevancy based on who’s looking at it. They come with advertisements to drive people to land on this page.
• #18: LAURA An impactful and FREE feature on the Company page is the Status Update section. It allows Company Page administrators to directly engage with viewers and followers of their Company Page. Admins can post and share items like company news, relevant industry articles, jobs your recruiting for, and YouTube videos. Any posts you publish through the company updates section are showcased when someone views your the company page and your updates are sent to your followers. Any LinkedIn member can comment on, like, or share a Company Update. Once a member takes one of these actions, their network will also see the update in their homepage feed. When a Company Page administrator comments on or likes an update, it will appear as the company commenting on or liking the post. Companies should post as many status updates as your content supports. You will reach more of your audience and extend your reach as you post more often. Companies that post 20 times a month, on average, reach 60% of their followers with 1 or more updates; and 20% of followers are typically reached with one status update. Clearly, there is a viral component to these social interactions. And, many agencies ask us how they can enhance and speed up viral engagement from their Company Updates. A PAID feature that helps boost your Company Update to increase engagement and reach is called SPONSORED UPDATES. It allow companies and organizations to raise awareness, build relationships, and drive quality leads through their Company Page Updates. These updates appear within the LinkedIn Feed on the homepage of members who fit the targeting criteria set up by the advertiser. They reach beyond the current followers of a Company Page and are seen by targeted members across desktop, mobile, and tablet devices. Reach your prospects/candidates by targeting your content based on their up-to-date LinkedIn profiles, using fields like job title, industry, seniority, field of study, skills, and more.
• #19: LAURA An impactful and FREE feature on the Company page is the Status Update section. It allows Company Page administrators to directly engage with viewers and followers of their Company Page. Admins can post and share items like company news, promotions, relevant industry articles, SlideShare presentations, and Vimeo and YouTube videos. Any posts you publish through the company updates section are showcased when someone views your the company page and your updates are sent to your followers. Any LinkedIn member can comment on, like, or share a Company Update. Once a member takes one of these actions, their network will also see the update in their homepage feed. When a Company Page administrator comments on or likes an update, it will appear as the company commenting on or liking the post. Companies should post as many status updates as your content supports. You will reach more of your audience and extend your reach as you post more often. Companies that post 20 times a month, on average, reach 60% of their followers with 1 or more updates; and 20% of followers are typically reached with one status update. Clearly, there is a viral component to these social interactions. And, many SMBs ask us how they can enhance and speed up viral engagement from their Company Updates. A PAID feature that helps boost your Company Update to increase engagement and reach is called SPONSORED UPDATES. It allow companies and organizations to raise awareness, build relationships, and drive quality leads through their Company Page Updates. These updates appear within the LinkedIn Feed on the homepage of members who fit the targeting criteria set up by the advertiser. They reach beyond the current followers of a Company Page and are seen by targeted members across desktop, mobile, and tablet devices. Reach your prospects/candidates by targeting your content based on their up-to-date LinkedIn profiles, using fields like job title, industry, seniority, field of study, skills, and more.
• #20: LAURA Creating or engaging in an existing group has a number of impactful benefits that will help you build a strong brand. Collectively with Company updates, you can develop / connect a community of like-minded professionals where you’re able to share insights, services, open positions, etc. This gives you another avenue to increase awareness and engagement that influences the number of traffic and leads to your website or company page (wherever you choose to link your posts). Participating in LinkedIn Groups is rewarding for many professionals, and we know a successful group is often a direct reflection of the time, energy and effort of you, the people who manage them—the group moderators. While success at anything requires some work, moderating a LinkedIn Group shouldn’t be a burden. With this in mind, we’ve created this field guide to help surface dozens of expert insights, time-saving tips and perhaps lesser-known LinkedIn Groups features that we think will help moderators like you more easily engage and grow your groups today.
• #21: LAURA Pulse is a new publishing and curated platform that marries the best content with the deep identity and network data that LinkedIn has. Pulse creates personalized business news digests and delivers it to people who are interested in specific topics through matching interests with available content. Pulse contributes to a lot of content you see on LinkedIn’s homepage feed. Pulse content is also delivered to millions of users every week via the email digest. The publishing platform contains over 130,000 unique original articles and new works are published every week in the LinkedIn Pulse ecosystem.
• #22: LAURA
• #23: SALLY Now let’s take a look at some of the LinkedIn product that can help you attract and engage with both active and passive talent
• #24: SALLY On LinkedIn you have the ability to mention Job vacancies that you are recruiting for – but this will only reach your connections and can give your connections a bad experience if that is all you are updating your network on. We have two job options on LinkedIn – both of these options are delivered to your target audience (that being active or passive) As well as searchable When we think about recruiting, we automatically think of posting a job to attract and collect candidate applications. The only ways you could do this from our FREE features is through posting your jobs (as we referenced previously) on status updates, company updates, and Groups. The PAID solutions for job posts have 2 different options. These are: Job Posts Job Slots The key differences are: A job posting is a recruitment ad that is set up to promote just one position. While you can edit certain details of the job details and description within an existing posting, the job title and location cannot be changed once the posting is created. To promote a new job you need create a new job posting.A job slot is a flexible posting solution that allows you to change the position being advertised at any time. Rather than purchasing a new job posting when you have a new position to fill, you can promote a new job within the same slot, by deactivating your current job and creating a new job using the job posting form. Job slots also give you the flexibility to change the job title, location and description of an existing posting as much as you like. Gives you ongoing ability to promote your open position(s).
• #25: SALLY They offer similar benefits that allow you to: Target top candidates Harness all the power of LinkedIn’s data to promote your jobs to just the right candidates. Feature Jobs on the home page Attract new prospects with personalized job postings qualified candidates will see right on their homepages. Feature Jobs on your Career Page Get the word out about great new jobs on your company’s Career Page so prospects can easily find your jobs.
• #26: SALLY Feature your jobs on the Jobs homepage Get the word out about great new jobs on your company’s Career Page so prospects can easily find their way to you. Reach candidates in their inbox Want to take your job posts further? Amplify your reach by contacting the right candidates right in their inbox. Promote Jobs in the LinkedIn Job Search App Then, get the visibility you need in the LinkedIn Job Search App - so you’re sure to be seen by candidates who are actively searching for jobs.
• #27: LAURA
• #28: LAURA Many of us use LinkedIn to search… whether that be in search of candidates, consultants for our business, or clients. On free LinkedIn.com, we have access to search within our network but there is a commercial search limit which can restrict your level of access. For those that need stronger search capabilities, we have a paid search tool, called LinkedIn Recruiter. LinkedIn Recruiter gives you access to the entire LinkedIn network without any search restrictions.
• #29: LAURA
• #30: LAURA
• #31: LAURA LinkedIn Recruiter also gives the ability to manage your jobs and organize your candidates. One favorite feature of mine is the saved search alerts, which alerts you daily when new candidates meet your specific search criteria.
• #32: Solves Recruiter’s need to get back to the part of recruiting they enjoy. Recruiters didn’t get into recruiting to become Boolean ninjas. The fact that there’s a whole cottage industry dedicated to teaching Boolean to recruiters indicates that it isn’t the simplest or most accessible tool. They got into recruiting to connect people to opportunities. The next generation of Recruiter will get recruiters back to the part of their day that they love the most. The next generation of Recruiter offers a simplified, intuitive experience that empowers anyone to go from searching to hiring in less time
• #33: LAURA
• #34: Check questions from corporate
• #35: Thank you all for your time! If you’d like to see a step-by-step demo on how to actually activate and use each paid tool, my team of specialists are happy to give you a personalized demo during a 1:1 session. We can also help you with your 2016 recruiting strategy strategy. Simply contact us at….