linkedin career pages 全新體驗輕鬆運用社群平台經營雇主品牌

Introducing Next Gen of LinkedIn Career Pages

Alex ChaoAccount Executives for LinkedIn Talent Solutions

Hong Kong, 10/28/2016

© 2016 LinkedIn Corporation. All Rights Reserved. |

• Recap: LinkedIn Company Page & Career Page

• Candidate’s Journey: 專業人士 ( 人才 ) 在 LinkedIn, 想什麼和做什麼 ?

• 如何透過 Next Gen of LinkedIn Career Page, 影響和吸引人才 , 並經營公司的全球專業社群人才庫 ?

今天要和大家分享的主題 :


Recap: LinkedIn Company Page & Career Page


LinkedIn Company Page (current)

吸引到訪人才關注公司最新職缺

展示公司形象圖片

國際化呈現公司簡介

在公司專頁強化公司曝光機會（ Home-base Ads ）

吸引人才成為粉絲

連結全球員工

定期發佈公司動態，新聞 , 活動等 , 保持活躍度，並與粉絲互動 (News Feeds)

展示公司 logo 與不同語系名稱

*如何申請並建立公司的LinkedIn Company Page?

Alex Chao

https://www.linkedin.com/help/linkedin/topics/6227/6228




LinkedIn Career Page (current)

介紹公司文化提供 10 個外部連結 , 增加與人才互動管道與機會公司新聞，員工活動 , 企業社會責任 , 公益廣告分享 , 傳達公司文化與理念

依照訪客背景 , 客製化專屬職缺

顯示訪客人脈網內公司員工

邀請模範員工見證分享 , 吸引人才互動瞭解

選一個最具代表企業雇主品牌文化的圖片

一句響亮與眾不同的 Slogan

發佈廣告到特定族群頁面 , 吸引人才到訪並成為粉絲


Next Gen of LinkedIn Career Page (brief)

Company Page 元素 Career Page 元素


Candidate’s Journey: 專業人士 ( 人才 ) 在 LinkedIn, 想什麼和做什麼 ?


KnowledgeThe definitive professional

publishing platform

NetworkWe connect the world’s

professionals

IdentityThe professional profile of record

LinkedIn is NOT another job board!

人才為什麼要加入 LinkedIn?

Let’s take a look “Candidate’s Journey”

Lives in Civil Engineer Checks messages on the go

James LeeIdentity

9

Taipei

Strictly Private and Confidential©2003-2015 LinkedIn Corporation. All Rights Reserved.

InMail Get premium job placement through Jobs Network

Candidates can quickly apply with their LinkedIn profile giving you instant access to all the information you need.


Considered/AppliedCandidates

Hire

UnawareAttraction/Engaged

Discovery

與員工互動獲得公司新聞或職缺訊息流覽公司 LinkedIn 頁面 , 雇主品牌頁面和被吸引成為公司粉絲

流覽職缺收到職缺通知或邀請考慮面試或主動應徵不認識或不了解公司

Candidate’s Journey’ on LinkedIn 透過了解人才在 LinkedIn 上做什麼和想什麼 , 並與他們互動 , 來吸引他們關注公司訊息和考慮職缺


企業和人才為什麼要使用 LinkedIn?


LinkedIn 擁有全球最完整專業人才資料庫 , 幫助企業人資找到最合適的人才 , 並與人才連繫和互動

15

Members that engage with your Talent Brand are

81% more likely to respond to your InMail2

29% more likely to apply to an open job2

1 LinkedIn Internal Data, 20152 LinkedIn Internal Data, 2016. Engaged member = any member that was a follower, viewed your career page, viewed one of your jobs, or was exposed to one of your ads within 60 days prior to receiving an InMail

450M+LinkedIn members & two

new professionals joining every second

80%Increase in job

applications year-over-year1

#1Reason our members visit company pages is

career research1


LinkedIn 擁有台灣最多和成長最快速的專業人才網絡 , 幫助企業人資主動出擊 , 找到被動人才 , 和建立完整公司人才資料庫

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Members from Taiwan talent pools are looking for

100+ top and leading companies post jobs on LinkedIn

60K+ new gradudates for 2016-2017 to hire


1.5M+LinkedIn members (professionals) in

Taiwan, almost double growth within 2 years

8 YrsAverage working

experiences/years

#1Has the most and

completed talent pools in the world; Engineers

and Sales are top 2 talent pools in Taiwan

© 2016 LinkedIn Corporation. All Rights Reserved. |1 2016 Global Talent Trends Report 2 August 2015 Job Switcher Report

HIRED

90%of candidates globally are open to new opportunities1

53%start to consider switching jobs at least 5 months before leaving2

69%don’t know where to apply1

建立一個好的雇主品牌或是人才資料庫 , 不單純只是蒐集履歷 ,而是實際參與 , 並投入每個人才思考職涯 , 或是轉換跑道的過程… ..

©2013 LinkedIn Corporation. All Rights Reserved.

當好工作與好人才在 LinkedIn 相遇… .


主動媒合和吸引被動人才得知最新職缺


如何透過 Next Gen of LinkedIn Career Page, 影響和吸引人才 , 並建立公司的全球專業社群人才庫 ?

- Next Gen of LinkedIn Career Page


很多時候 , 我們經常聽到下列情境… .

• 傳統求才網站 , 似乎已經不能滿足我們的招募需要 , 經常看到的都是熟悉面孔…• 時間 , 資源 , 和效益 : 怎樣幫公司迅速的建立短中長期需求的人才資料庫 ?

• 透過社群招募 , 不需要額外增加人力 , 就能讓招募工作自動化 , 並有效透過數據分析來制定招募策略• 透過 Next Gen of

LinkedIn Career Page, 吸引特定人才關注您的公司

1. 公司在下半年 / 明年要拓展新事業 , 成立新部門 , 需要有的人才招募需求2. 人資同仁被要求在三個月內找到 10-20 個有相關工作經驗的人才 , 來拓展公司新事業 / 部門3. 公司人資部門人力不足 , 擔心時間和資源不夠4. 怎樣才能讓人才接觸並熟悉公司的雇主品牌 ?

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全新 LinkedIn Career Pages, 能讓您分享公司真實的品牌故事 , 並達成可預期和評量的招募成果

找到對的人 (Reach the right talent)Traffic-driving ads & tailored audience views help you engage

high-priority candidates

分享真實的品牌故事 (Share your authentic story)“Life” page provides candidates invaluable culture insights from

you & your employees

吸引並媒合最適合的應徵者 (Drive quality applicants)“Jobs” page helps talent hone in on the right roles & self-assess

fit before applying

有效的評量招募成果 (Measure impact)Robust in-product analytics allow you to see key recruiting

results & insights

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“Life” page, 針對造訪的人才 , 精彩呈現您公司豐富和真實的職場生活與面貌

Feature inspiring company leaders;

allow talent to get to know them before

they join

Feature videos, images, slideshows highlighting your company culture, people, mission

Catch top talent’s eye with a standout image or video telling your company story

Share employee-created photos and blog posts

that tell an authentic story, while still

allowing you to control your messaging

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互動式導引和下拉式選項 , 提供給到訪者個人化的視覺感受和內容 , 身歷其境的體驗企業文化

Relevancy drives engagement: viewers are 46% more likely to follow your company when they see content tailored to them1

1 LinkedIn Internal Data, 2016

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“Jobs” page 自動呈現相關職缺和相關訊息 , 給每一位瀏覽職缺的人才

Show talent relevant

opportunities that fit their

background and skillset

Allow candidates to meet the actual team members they could work with if they were to join your company

25


Traffic-driving ads 精準鎖定您想吸引的人才 , 到訪公司頁面 , 並成為公司粉絲

On average, traffic-driver ads increase your company followers 68%; followers are a warm pipeline that are 3x more likely to apply1

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In-product analytics 能提供不同維度的數據分析 , 幫助您隨時衡量招募成效和相對競爭優勢Measure visitor growth and frequency; understand the demographics of talent you attract

Gain competitive insight, including Talent Flows

Measure impact on job engagement and pipeline

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我們先期導入的客戶 , 已經成功的轉換到全新的LinkedIn Career Pages, 並大幅提升了的使用效益

+60% increase in page views per visitor1

+175% increase in job views1

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透過 LinkedIn, 每個人都可以成為公司代言人 , 吸引人才關注您公司的品牌 , 文化 , 和所有相關職缺訊息

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Perks and benefits

54%66%

Culture and values

50%

Mission and vision

1 2016 Global Talent Trends Report2 Member survey: “How and why people change jobs” – March 2015, 10.5k members

49%of candidates say the #1 obstacle to changing jobs is knowing what it’s really like to work at a company1

What candidates want to know most about your company:

Appendix:Supplemental Slides

© 2016 LinkedIn Corporation. All Rights Reserved. | 31

+376% increase in InMail Acceptance Rate when member is engaged* with your brand2


450M+LinkedIn members & two

new professionals joining every second

80%Increase in job

applications year-over-year1

#1Reason our members visit company pages is

career research1

Inmail 回覆率低 ? 當公司與人才有更多的互動 , 問題迎刃而解 , 因為他們已經更多認識您和您的公司 !


+35% increase in response rate1

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建議搭配使用 LinkedIn Recruiter, 讓 HR更容易直接找到哪些人才 , 已經在關注您的公司和雇主品牌 , 增加Inmail 回覆率和應徵成功率 !


Automatically pulls the most relevant Career Pages

content into the job posting

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豐富的 LinkedIn Career Page 內容 , 能提供給求職者更完整的使用者經驗 , 以及更瞭解工作機會和您的公司


Traffic-driving ads increase your company

followers 68%1

Career Pages viewers are 46% more likely to follow your company when

they see targeted content1

Followers are a warm talent pipeline:3x more likely to apply to a job1

2x more likely to accept an InMail1

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LinkedIn Career Page 提供的目標廣告內容 , 能導引鎖定的特定族群 , 成為公司粉絲和關注公司動態 , 同時成為公司吸引人才的的秘密武器 !


Edit mode allows you to preview or save prior to publishing

Easily toggle modules on or off for every audience view

Intuitive, in-line editing experience

We’ll suggest content based on recency and relevancy

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沒有時間維護頁面 ? 不用擔心 !透過 Career Page Admin 工具 , 輕輕鬆鬆讓您 20 分鐘內搞定 !!


Seamlessly manage multiple targeted audience views in one place

Easily select which pages to publish or leave unpublished; quickly duplicate or delete pages

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沒有時間維護頁面 ? 不用擔心 !透過 Career Page Admin 工具 , 輕輕鬆鬆讓您 20 分鐘內搞定 !!


Without Career Pages: Only Overview information, no control of ad space

With Career Pages: Overview, Jobs & Life pages, ownership of ad space*

*Included with specific packages

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公司有 Career Page 與沒有 Career Page 的差異 ? 直覺性 , 完整性 , 互動性 , 吸引並導引更多的人才來關注

粉絲 ! 粉絲 !! 粉絲 !!


‘Enhanced Analytics’ helps you understand your competition for talent in real-time

Insight Standard Enhanced

Visitor traffic, growth, demographics X X

Traffic by Audience View X X

Follower growth, demographics X X

Company Updates Engagement* X X

Admin functionality: export data, custom date range X X

Pipeline impact: % page visitors who view jobs, apply to jobs, and become followers X X

Talent Flows: who are you losing talent to / gaining talent from X

Talent Attraction: companies whose employees are engaging most with your page and jobs X

Applicant Behavior: companies that your applicant pool is also interested in X

*Includes Impressions, Clicks, Likes, Social Actions (incl. Comments, Shares), Followers Acquired (if sponsored); Data is updated every 24 hours

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‘Enhanced Analytics’ helps you understand your competition for talent in real-time

See who you’re losing talent to & gaining talent from

See companies that your applicant pool is also interested in

See whose employees are engaging most with your page

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給人資的建議 : 如何與行銷同仁協同合作 , 做出最棒的公司 LinkedIn 頁面新舊版本 LinkedIn Career Page 準備事項差異說明 (含 Company Page)Current Next Gen

Company logo, banner, slogan, video, description (Company Page)

PR or Marketing PR or Marketing

Employer branding banner, slogan, video, company culture description (Career Page)

HR HR

Company update (news) PR or Marketing PR or Marketing

Employee events updates (news)

HR HR

Jobs posting HR HR

*Employee’s Post & Sharing (New)

n/a HR and all employees

*Employee’s events photo collecting (New)

n/a HR and all employees

Showcase pages Product Marketing Product Marketing


參考連結 :

• Introducing Next Gen of LinkedIn Career Page (video)• LinkedIn Career Pages – official website • Introducing Next Gen of LinkedIn Career Page (LinkedIn blog)• ”您, 就是雇主品牌!”_Alex Chao’s post on LinkedIn• 如何透過社群, 進行人才招募與做好雇主品牌 – Alex’s blog post

Reference clients

IBM: https://www.linkedin.com/company-beta/1009?pathWildcard=1009Shangri-la Hotels & Resorts: https://www.linkedin.com/company-beta/8441/lifeVodafone: https://www.linkedin.com/company-beta/1217/life

https://www.youtube.com/watch?v=9vLWSC3jdgI&feature=youtu.be

https://business.linkedin.com/talent-solutions/company-career-pages

mailto:https://business.linkedin.com/talent-solutions/blog/product-updates/2016/introducing-the-next-generation-of-linkedin-career-pages

https://www.linkedin.com/pulse/%E6%82%A8-%E5%B0%B1%E6%98%AF%E9%9B%87%E4%B8%BB%E5%93%81%E7%89%8C-its-you-represent-your-employer-brand-alex-chao?trk=prof-post





https://www.linkedin.com/pulse/linkedin-%E5%A6%82%E4%BD%95%E9%80%8F%E9%81%8E%E7%A4%BE%E7%BE%A4-%E9%80%B2%E8%A1%8C%E4%BA%BA%E6%89%8D%E6%8B%9B%E5%8B%9F%E8%88%87%E5%81%9A%E5%A5%BD%E9%9B%87%E4%B8%BB%E5%93%81%E7%89%8C-part-ii-v-halloween-alex-chao





https://www.linkedin.com/company-beta/1009?pathWildcard=1009

https://www.linkedin.com/company-beta/1009?pathWildcard=1009

https://www.linkedin.com/company-beta/8441/life

https://www.linkedin.com/company-beta/1217/life


想知道更多 LinkedIn Career Page 產品訊息 ?請洽 Andy Hu, LinkedIn 北亞行銷經理[email protected]

mailto:[email protected]

linkedin career pages 全新體驗 輕鬆運用社群平台經營雇主品牌

Recruiting & HR

linkedin career pages 全新體驗輕鬆運用社群平台經營雇主品牌