LinkedIn線上會議：如何運用行銷的概念和思維進行人才招募• 我們正在等待更多人接入。會議開始之前，請測試您的耳機并熟悉 on24會議平台。

• 除演講人之外的會議參加者都被自動靜音。請利用 Q&A功能提交您的任何問題。會議結束前，我們將預留 5 10﹣ 分鐘答問。

• 我們將在會後通過電郵分享會議簡報檔。

Game Changer

Applying a Marketing Mindset to recruitment

Mandy WongTalent Brand ConsultantLinkedInAsia Pacific

Agenda

WHY1. Talent behavior & recruitment have

changed

HOW2. Apply a marketing mindset to recruitment

can help you win the game

WHAT3. Metrics can measure success

WHY | Talent behavior & recruitment have changed

We have more information than ever on our fingertips

Individuals have more power than ever to make the best decision

The decision making journey has changed

90%of the decision process is

complete prior to any interaction with your business

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012

10Pieces of content

are consumed before a decision

is made

Source: Zero Moment of Truth Study, Google

Marketing a phone is very similar to filling a job vacancy

Brand building

The power base has shifted to the candidate Adopt a ‘marketing’ recruitment mentality

“Why do you want to work for me?”

Company First

“Let me help you understand us”

Candidate First

Keys strategies of ‘Candidate First’ recruitment philosophy

“Let me help you understand us”

Candidate FirstBe humanDescribe ‘a day in the life of’

Allow staff to tell their story

Demonstrate the company’s culture

Be helpful“how can we help you make the best decision?”

Be personalizedPersonalise the organisation’s purpose to different talent segments

HOW | Applying a marketing mindset to recruitment can help you win the game

Marketing mindset to recruitment 3 simple steps

Step 1: Define your ideal talent

Step 2: Tell them who you are

Step 3: Make it easy for them to get hired

Marketing mindset to recruitment 3 simple steps

Step 1: Define your ideal talent

Step 1 – Define your ideal talent A) Understand who you want

Persona Professional Personal Message

 

 Sales

TitleSeniorityExperienceSkillLocation

GoalsInterests

HowWhatWhoWhyWhen

Title: Software Engineer, Software Developer, System Engineer, Software Architect, Programmer

Skills: Java, PHP

Location: SG, SF

Career Motivators: Comp & Ben Work/Life BalanceCareer PathChallenging Work

Trending Topics: Cloud Computing (Google/Amazon), Android, Big Data,

How are you leading the industry?

What do current engineers think about working at your company?

What type of projects would interest them?

Paul the Software Engineer

Step 1 – Define your ideal talent B) Know what they care about

$

Excellent C&B59%

A company with long-term

strategic vision40%

Culture that fit my personality

37%

A place I would be proud to work

35%

Work Life

Good work/life balance

59%

 What do professionals in Taiwan want?

Step 1 – Define your ideal talent B) Know what they care about

 Leverage big data!

Marketing mindset to recruitment 3 simple steps

Step 2: Tell them who you are

Step 1 Define your ideal talent

Step 2: Tell them who you are A) Know who you are

Benefits

Career Path Great

ColleaguesWork Life

Balance

Strategic VisionCultur

e

Career Progression

Step 2: Tell them who you are B) Craft your stories

 HR Marketing / PR / Comms

 Employees Senior executives

Step 2: Tell them who you are Good stories - HKBN

Glossary of terms

‘Life-work’ priority

Shortened office working hours from 9-6 to 9-5

Discourage meetings that may run past 5pm and prohibit meetings in the afternoon on early off Fridays

Family care leave

“We want you to either love us or hate us, but don’t feel indifferent towards us.”

Terminate bottom 5% policy

An elite sports team with a strong common desire to win, rather than a family with unconditional love

Step 2: Tell them who you are Good stories – Changi Airport

#FacesofChangi– from front-line staff to management

Step 2: Tell them who you are D) Bring your story to the right people

 Your resources & time are limited…….. Know who you are REALLY talking to

Marketing mindset to recruitment 3 simple steps

Step 3: Make it easy for them to get hired

Step 2: Tell them who you are

Step 1 Define your ideal talent

Step 3: Make it easy for them to get hired A) Form a talent community

Build your tribe of followers – your prime talent pool

95%Followers are 95%

more likely to respond to an InMail

61%Members are 61% more

likely to share information as a result of following your

company

79%79% of members are

interested in job opportunities from companies they are

following

Step 3: Make it easy for them to get hired B) Expand & engage your talent community constantly

Step 3: Make it easy for them to get hired C) Simplify, simplify, simplify

LinkedIn Opportunity

 Hours  2 minutes, 2 clicks vs.

WHAT | metrics to measure success

28

How To Measure the outcome of Recruitment Marketing = Employer Brand

Client’s Data

Intangible LinkedIn Data

29

How To Measure the outcome of Recruitment Marketing = Employer Brand

Client’s Data

Intangible LinkedIn Data

Intangible Qualitative Elements

31

How To Measure Employer Branding

Client’s Data

Intangible LinkedIn Data

32

Website traffic

Multiple page viewsTime on siteJob views

Job ApplicationsCV uploads

Brand Awareness

Brand Engagements

Hard Leads

Conversions

Soft LeadsNewsletter sign upsContact us enquiries

Hires

Target Talent Pools

Website Analytics

ATS

33

How To Measure Employer Branding

Client’s Data

Intangible LinkedIn Data

34

2. Aware

3. Changing perceptions

4. Strengthening interest

Talent Brand Index (TBI)Impressions

Content Engagement Job ViewsCompany / Career Page & Employee Profile Views

InMails AcceptedJob Applications

1. Unaware

5. Hired!

Brand Awareness

Brand Engagements

Hard Leads

Conversions

Soft Leads Talent Community (Followers)

InPacted Hires

4. Mind made up

Target Talent Pools

How can LinkedIn help you achieve success of recruitment marketing?

Content Effectiveness

Exposure

Engagement

2

Talent Community

1

Size

Quality

Overall employer brand

Reach

Engagement

Comparison

3

Understand your talent community Are they who you want?

A

B

C

D

E

F

G

H

I

Know what content workedWhat get you more ‘likes’?

 Look at how many people see your content,  and which types are more interesting to them

Know what content workedWhat get you more ‘likes’?

 A simple change makes a big difference

See where you are standing atHow attractive you are, really?

Engagement

ReachYOU

Talent Brand IndexPeers Function Geography

A strong talent brandImproves recruiting Success

31%2.5x

28% More likely to stay for more than 6 months

Higher InMail response rate

43% Lower cost per hire

Job applications

When we compare the top third TBI with the bottom third…

Tying it all together

Let’s be innovative and

change the industry!

Sponsored content to global maritime talent

How do I apply for your job?

I want to work for you!

Real case: measurable result from sponsored content

To know what content works, start posting!

 Posting on LinkedIn is as simple as ‘copy and paste’

Appendix | Employer brand stories

Employer brand stories Good stories – McDonald’s

Fast-food giant in need of digital talent

Employer brand stories Good stories – L’Oreal

Style and creativity at the heart of both the company and employer brand

 Questions?