LinkedIn Strategies for

Recruiting: A Case Study

Kara Yarnot, Founder, Meritage Talent

Solutions

2

Agenda

LinkedIn Reach

Case Study Company Overview

LinkedIn Talent Solutions Products

Features and Benefits

Impact / Results at Case Study Company

What LinkedIn Products are Best for Your Company?

Framework for Selection

Metrics/Measures to Consider

3

88% of FORTUNE 100 use LinkedIn for

Recruiting

20% of LinkedIn users are active job seekers

4

Case Study Company Overview

FORTUNE 500 company• Science,

technology, engineering focus

• Primarily services• Federal gov’t is

primary customer

~7500 external hires per year• Systems

Engineers, Intel Analysts, IT Specialists

• Contract-based hiring

• 90% experienced hires

Branding Challenges• Compete with

many better known brands

• Good awareness in local markets, low awareness nationally

• 5+ years of leadership and strategic changes

5

Recruitment Marketing Execution

Plan

Recruitment

Marketing Platform

LinkedInNiche Boards

Proactive Sourcing

Features and ResultsLinkedIn Products

7

Recruiter

• Search entire database (beyond your 1st and 2nd degree network)

• Advanced search interface includes unique filters

• Contact candidates directly via 50 InMails per month

• Collaboration across team members

• Pipeline management capabilities and metrics

8

Initial Strate

gy

• Large investment in Recruiter seats

Results

• Very low usage by recruiters

• High InMail response rate

Changes

• Reduced # seats by 50%

• Opted not to use Talent Pipeline features

9

Career Pages

Potential candidates can follow your page

Opportunity for employment brand messaging

Targeted jobs displayed to each user

Custom experience available based on user’s profile (available only with some packages)

Ability to increase candidate engagement via status updates and targeted ads

Detailed analytics provided

10

Initial Strateg

y

• Moved from Silver to Platinum Career Page

• Utilized ‘Follow Company’ ads

• Created 5 custom pages

Results

• Significant increase in followers in 1 year:• Total: >300%• Key industry: >200%

• Key function: > 80%

Changes

• Developed page update strategy

• Added 3 additional custom pages

11

Jobs Network

Jobs shown to both active and passive candidates

Users have ability to forward and share on other social media

Mobile optimized

Ability to filter and manage candidates (if posted through Recruiter)

12

Initial Strateg

y

• Completed a successful 3 month ‘all jobs’ pilot (2600+)

• Purchased 500 job slots with manual post

Results

• Significant hiring impact decrease

• Decrease in LinkedIn traffic to our career page

• Not all slots being utilized

Changes

• Moved to a job wrapping strategy

13

2nd Strateg

y

• Used job wrapping

• Increased job slots to 1000

Results

• Hiring impact increased

• Traffic and quality of candidate increased

Changes

• Piloting new job wrapping strategies

• Kept job slot purchase at same level

14

15

Work With Us Ads

Own the ad space your employees’ profiles

Most relevant jobs displayed based on user’s profile

Drives traffic to career page and job postings

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Initial Strateg

y

• Capitalize on ad space on 29k+ employee profiles

• Attract more ‘passive’ talent

Results

• Achieved CTR over 30x industry average

• Increased career site traffic/applies

Changes

• Began encouraging new hires to update/create LinkedIn profiles

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Overall LinkedIn MetricsMeasurement Ranking /

Metric

Source of traffic to career site

#3

Application complete / Application start

66% (#1 of all sources)

Applicant to Interview Conversion

20-25% (4x any other source)

Number of applicants per hire

#1

Framework for Selection / Metrics for

Evaluation

What LinkedIn Products

are Best for Your

Company?

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Awareness• Increase recognition

• New geography• New industry

Engagement

• Increase knowledge

• Build brand understandin

g

Action• Apply to positions

• Join talent community

Framework for Social Media Investment

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Awareness• Career Pages• Work With Us

Engagement

• Career Pages

• Recruiter

Action• Jobs

• Recruiter• Work With

Us

LinkedIn Products in Framework

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Metrics

• Usage – logins, searches, InMails• InMail response rate vs. peer companiesRecruiter• Change in followers (overall and by

geo/function/industry)• Traffic to your LinkedIn job postings (overall and by

profile data)• Traffic to your career site*• Shares/Likes

Career Pages

• Traffic to career site*• Candidate quality vs. other sources*• Talent community joins by source*• Hires*

Jobs Network

• Click through rate• Profiles of users viewing / clicking on ads

Work With Us Ads

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Questions?

Kara Yarnot, Founder, Meritage Talent Solutionskara@meritagetalent.com

linkedin.com/in/karayarnot/

@klyarnot

www.talentchatter.com