how to win big talent as a small business | engagein
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Making the Most of Your Small Businesses Capabilities
How to Win Big Talent as a Small Business
#hiretowin
80% of LinkedIn’s customers are Small-Mid Sized
Businesses
Large Companies − Large, complex recruiter team
− Specialization by function
(sourcing, branding) and
audience (college, regions,
functions)
Passive Candidates - Small team with HR generalist or
solo recruiters
- Team engages in full cycle
recruiting
20% Large
80% Small-Mid Sized Companies
2
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What makes Small Business Unique?
what did
Bob learn from Emily?
Fish in a bigger pond 1
Think Differently 2
Better tools 3
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Engaging the BEST talent, not just active job seekers
10
20% Semi-active
& active
80% Passive
& Super-Passive
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Unemployment rate for in-demand skills
11
Source: http://online.wsj.com/article/SB10001424127887323936804578229873392511426.html
Biomed.
Engineers
Petroleum
Engineers
Real Estate
Appraisers
Insurance
Underwriters
Computer
Hardware
Financial
Analysts
.4% .6% 1%
1.7% 1.9%
2.3%
National
Avg.
7.6%
4000+ On LinkedIn in
the United States
Software Developer
#hiretowin Monthly uniques Source: Comscore
LinkedIn: A deep, wide, and rich talent pool
14
102M+ N. America
20M+ L. America
&
Caribbean
65M+ Europe,
Middle East
& Africa 39M+ Asia Pacific
277M+ Members Worldwide
+2 New Members
per Second
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Insights Be great at what
you do
Everywhere Work wherever our
members work
Identity Connect, find, and
be found
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NEW MINDSETS for today’s talent opportunities
“Hiring the best person available for a position,
rather than the best person who applies to a
job posting, requires a different type of recruiter
and a different type of recruiting process.”
Lou Adler
CEO
Adler Group
1
2
3
4
5
6
1
Career Opportunities
NOT
Job Descriptions
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A different target…
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Active Candidates
Regularly visit job boards &
career sites
Have a current resume
Eager to read job descriptions
Likely to apply for a variety of
positions
Don’t visit job boards or career
sites
Don’t have current resumes
Unlikely to read a standard job
description
Likely will listen to the right
opportunity
Passive Candidates
3
4
5
6
2
Recruiting
IS
Marketing
1
Career Opportunities NOT Job Descriptions
#hiretowin 23
Great recruiters think about jobs the
way marketers think about products
Strong brands move people toward
purchase long before they enter the store
Do you think people treat
CAREER DECISIONS any less seriously?
Most
InDemand
Employers
2013
It’s not about free food and ping pong tables
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Large company or small, every recruiter should
think like a marketer
Bold, memorable visuals
with lively colors
Focus on employees
through videos and
quotes that emphasize
culture
Arresting copy
that grabs the reader
Multiple page versions
highly targeted to
visiting talent
Custom Ads
with a branded look
26
27
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Talent leaders know that brand matters
83% Say employer brand
has significant impact
on ability to hire
great talent
28
Culture Authenticity
Dialogue Consistency
Engagement Awareness
Employer
of choice
Recruiting
IS
Sales
4
5
6
3
1
Career Opportunities NOT Job Descriptions
2 Recruiting IS Marketing
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Great recruiters do too
Sales people…
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The sales funnel
32
SOLD!
Qualified Prospects
Proposals
Solution Overviews
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The recruiting funnel is no different
33
Hires
Qualified Profiles
Interviews
Interested Responses
Ed Nathanson
Head of Talent Acquisition
Rapid7
“Talent acquisition will be run much more like sales
organizations and business partners than HR
organizations, with incentives in place beyond just
“hires” that measure retention and impact.”
5
6
4
1
Career Opportunities NOT Job Descriptions
2 Recruiting IS Marketing
Every Employee
IS
An Ambassador
Recruiting IS Sales 3
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Me
Every employee a hub
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Every profile view AN OPPORTUNITY
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Engaging, friendly picture
Who wouldn‘t want to work
with Stacy?
Links
to branded destinations
Killer summary
Written in the first person,
oozing with passion.
Descriptive headline
That goes beyond the title
OTHER FEATURES WE LIKE
• Core skills, endorsed
by her network
• Volunteer experiences
• Just enough on prior
positions to build credibility
Lead by example The anatomy of a well-branded profile
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Warming up passive talent
38
High
Very
High
Extreme
Moderate
Low
6
5
1
Career Opportunities NOT Job Descriptions
2 Recruiting IS Marketing
Harness the
POWER
of Data
Recruiting IS Sales 3
4
Every employee IS an ambassador
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Are you trying to find this little guy?
40
Do you use data
to make conversation
MORE productive?
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Understand and analyze data to understand options
41
Every “requirement”: 3
Remove or alter a second: 71
Remove or alter one: 19
Remove or alter a fourth: 126
Remove or alter a third: 82
6
1
Career Opportunities NOT Job Descriptions
2 Recruiting IS Marketing
Be
STRATEGIC
Recruiting IS Sales 3
4
Every employee IS an ambassador
5 Harness the
POWER of data
#hiretowin
Developing
Foundational
Strategic
Traditional
Talent Acquisition is becoming more strategic as
organizations learn how to engage passive talent
Strategic Low cost
Efficient
Quality of hire focus
Proactive pipeline-based process
Reactive High cost
Labor-intensive
Applicant quantity focus
Req to req process
43
#hiretowin
Developing
Foundational
Strategic
Traditional
Strategic Low cost
Efficient
Quality of hire focus
Proactive pipeline-based process
Reactive High cost
Labor-intensive
Applicant quantity focus
Req to req process
44
Where is your
organization
today?
Where do
you want
to be?
1
Career Opportunities NOT Job Descriptions
2
3
4
5
Recruiting IS Marketing
Recruiting IS Sales
Every employee IS an ambassador
Harness the POWER of data
6 Be
STRATEGIC
6 Steps to Passive
Talent Recruiting
Excellence
Better Tools
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LinkedIn Core Solution
Personalized
Job Targeting
The right job, in front of
the right people, even
when they aren’t
looking.
Talent Brand
Development
Leverage your authentic
brand to improve applicant
quality and quantity.
Strategic
Sourcing
Find your ideal candidates
and engage them, quickly
and easily.
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Target candidates with the most relevant jobs
50% Of all applications for jobs
on LinkedIn come from
“Jobs You May Be Interested In”
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Showcase your talent brand on LinkedIn to compete
with larger companies
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Showcase your talent brand on LinkedIn to compete
with larger companies
Jim Young Account Executive, xyzCo San Francisco Bay Area | Software
Addison Augusto Sr. Account Executive xyzCo– San Francisco, CA
Current xyzCo, Account Excecutive
Previous Acme System, Associate Account Executive
Education San Jose University
Eric Robertson Product Manager at xyzCo
Picture Yourself at xyzCo
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Talent Brand ROI
51
50% Savings in cost per
hire is associated with
a strong employer brand
Companies with stronger employer brand have
28% lower turn-over rates than companies
with weaker employer brands
$
Source: LinkedIn Survey, 2010, 2250 Responses
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Find and engage your ideal candidates at the tips of
your fingers
©2013 LinkedIn Corporation. All Rights Reserved.
10 Small Business Tips
You Can Do NOW!
Put a face to the name 1
©2013 LinkedIn Corporation. All Rights Reserved.
Let your network
speak for you
Make your profile come to
life with Endorsements and
Recommendations from
colleagues, employers,
and customers
1
Your Company Page: The Basics
Create an information hub for talent to learn about your
company by adding a logo, banner image, and description
2
Connect your Team Encourage fellow employees to add their current position at
your company – they’ll appear directly on the Company Page
3
Search on LinkedIn Search using keywords that illustrate the attributes you’re looking
for in a candidate; quality talent might exist within your network
4
Search on LinkedIn
Narrow down your results using search facets
4
©2013 LinkedIn Corporation. All Rights Reserved.
Engage in
LinkedIn Groups
Join groups that relate to your
hiring goals to identify industry
experts – they could make
great candidates
5
Get a warm introduction Leverage your network and get introduced
to potential candidates through mutual connections
6
Reach out with InMail Message any potential candidate on LinkedIn with InMail. Show you’re
being selective and highlight skills that make them an appealing candidate.
7
Make your interactions count 8
Be a subject matter expert, sharing relevant information.
Follow the Rule of 3’s
1). Personal post 2). Industry related post 3). Recruiting / Talent post
Follow companies
Jobs
Industry
8
300M+ stories are read per month on Pulse.
Stay up to date with Pulse 9
Bring the power of LinkedIn to your
career site
10
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A virtuous cycle of recruitment excellence
Strategic
Sourcing
Personalized
Job Targeting
Talent Brand
Development
68
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A new model for today’s recruitment challenges
#hiretowin 70 ©2014 LinkedIn Corporation. All Rights Reserved.