linkedin student information session - 7 august 2014
DESCRIPTION
LinkedIn Information Session on engaging with our fasting growing member group - Graduates.TRANSCRIPT
Welcome to the Graduate Information Session
August 7, 2014
Resident EMEA LinkedIn Grad Gurus
Charles HardyLeading LinkedIn's engagement with Higher Education / Universities / Business Schools in EMEA
Lindsay BradyInsights & Data Expert on our Student & Grad audience
Lauren FogartyGraduate Employer Branding Expert
Higher Education Engagement
Charles HardyEducation Engagement LeadLinkedIn
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The Economic Graph
Mapping every global connection between…
EMPLOYERS1. Find Talent
2. Build Brand Engagement
3. Streamline Process
UNIVERSITIES
1. Attract Students
2. Career Centres
3. Alumni Relations
Community
Career
Identity Insights
STUDENTS
Alumni Parents Teachers
LinkedIn provides the environment to bring all parties together
LinkedIn Confidential ©2014 All Rights Reserved
Choosing a Direction
Getting There
CO
LL
EG
E
YE
AR
SChoosing University
Faculty Engagement
Research
Postgraduate study?
Alumni Network
Success at 1st Job
Internships
Finding 1st Job
Help students at every milestone
To help their students get hired– Search opportunities and be sourced by employers– Sell their capabilities and potential– Network for opportunities– Gather intelligence
Employability – the university’s brand
Tracking – data on graduate destination and career paths
Engagement – with students/alumni now and in future
Why do Universities want their students on LinkedIn?
LinkedIn Confidential ©2013 All Rights Reserved
1. Direct to Students– Resources for using LinkedIn– Dedicated UK student site and videos– Direct marketing via several social media channels
students.linkedin.com/uk
Driving this student growth on LinkedIn
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2. Through Universities– Development of relevant tools
e.g. University Pages, Alumni tool– Resource Centre
Training materials– Direct engagement / coaching for influencers
Careers Staff Academics
Driving this student growth on LinkedIn
LinkedIn Confidential ©2013 All Rights Reserved
LinkedIn Confidential ©2013 All Rights Reserved
Launch of University Pages on LinkedIn - Marrying DATA and BRAND
Unparalleled graduate destination data
Unparalleled graduate destination data
Unparalleled graduate destination data
Unparalleled graduate destination data
Unparalleled graduate destination data
Unparalleled graduate destination data
Support
Advocacy
Mandatory
• Profile clinics
• Via Careers & Academics
• All students must be on LinkedIn
What are universities doing to promote LinkedIn with their students?
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Using data for informed strategic decisions
Lindsay BradyInsights & Data ExpertLinkedIn
Competition for graduates is on the increase
+4.3%
+10.2%*
2013
2014
% increase in UK graduate vacancies each year
Source: AGR Bi Annual Reporthttp://agr.org.uk/Press-Releases/graduate-vacancies-predicted-to-rise-by-102-this-year#.U33dNvldW4I
prediction based on survey data
13% of LinkedIn members are students & recent graduates….
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…and this is our fastest growing segment
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…spread around the globe
Americas
49%
EMEA
30% APAC
21%
LinkedIn Confidential ©2013 All Rights Reserved
Who are these student members in the UK?
LinkedIn Confidential ©2013 All Rights Reserved
Who are these student members in the UK?
LinkedIn Confidential ©2013 All Rights Reserved
What is your companies recruitment strategy? Do you know which universities your grads are coming from?
Are you recruiting at the right campuses?
Why should you focus on engaging students on LinkedIn?
34% of Students in Europe will look for opportunities on LinkedIn
Source: LinkedIn Job Seeker Survey May 2013 1,134 respondents
Where can you engage UK students on LinkedIn?
Connect & Communicate
48% Network with others
Research People & Companies
64% Learn about what others are doing
Professional Insights
65% consume content or contribute to discussions
Seek Career Opportunities
15% Actively researchjob opportunities
LinkedIn Confidential ©2013 All Rights Reserved
Connect & Communicate
Students are actively building a network…..
In June 2014, students in the UK added 10% more connections to their
network than professionals
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Research People & Companies
Students are researching the network and updating their profiles…..
In June 2014, students in the UK updated their LinkedIn profile 1.5x more than
professionals
LinkedIn Confidential ©2013 All Rights Reserved
Seek Career Opportunities
UK students are actively looking for career opportunities…..
UK students are 1.5x more likely to view at least one job per month than
professionals
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Professional Insights
Most popular content consumed by students in UK in June
Do you know what content resonates well with your target audience?
Professional Insights
Most popular content consumed by UK Students in the last month
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What factors do students consider when looking for a job?
Good work/life balance
A place I would be proud to work
Strong career path
Ability to make an impact
Culture that fits my personality
Strong employee development
Challenging work
Good relationship with your colleagues
Excellent compensation & benefits
Job security
52%
47%
46%
43%
41%
39%
37%
36%
33%
33%
Students in the UK are looking for jobs with balance
Source: LinkedIn Q3 2013 survey of 10,862 UK professionals 18-30 vs. 336 UK Students 18-30
What are UK LinkedIn student members looking for in a job?
Good work/life balance
A place I would be proud to work
Strong career path
Ability to make an impact
Culture that fits my personality
Strong employee development
Challenging work
Good relationship with your colleagues
Excellent compensation & benefits
Job security
52%
47%
46%
43%
41%
39%
37%
36%
33%
33%
UK Professionals UK Students
UK students have different priorities to professionals…
What are UK LinkedIn student members looking for in a job?
Source: LinkedIn Q3 2013 survey of 10,862 UK professionals 18-30 vs. 336 UK Students 18-30
…and these priorities are unique to UK students
European Students
1. Challenging Work
2. Good relationships with colleagues
3. Good work/life balance
4. Excellent compensation & benefits
5. Strong career path
UK Students
Source: LinkedIn Q3 2013 survey of 1,964 students 18-30 in Europe (exc Europe) vs. 336 in UK
What are LinkedIn student members looking for in a job?
vs.1. Good work/life balance
2. A place I would be proud to work at
3. Strong career path
4. Ability to make an impact
5. Culture that fits my personality
Want to find out more?
Lnkd.in/plan
Applying Insights to Marketing decisions
Lauren FogartyGlobal Solutions Lead
“Students are marketing themselves before they even graduate.”
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Isabella establishes her professional identity on LinkedIn
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“A lot of Grads don’t know what they want to do.”
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The student jobs portal makes it simple for grads to discover jobs
Student Jobs Portal
IsabellaEngineeringBEng, 2014
Mechanical EngineerNational Grid
XYZ Co.Nuclear Engineer
JOBS YOU MAY BE INTERESTED IN
Students are twice as likely to engage with a Job on Mobile
Amazon
XYZ Co.Engineer
JOBS YOU MAY BE INTERESTED IN
Engineer
PamelaComputer Science
BEng, 2013
Jobs automatically circulate – auto-matching & active searches
View Jobs on Mobile
Apply to Jobs on Mobile
Promote Student & Grad Jobs at Scale
Entry Level roles (Student, Intern, Graduate) on LinkedIn are free – Deloitte currently has these jobs automatically posted direct from ATS
“Segmentation is key.”
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LinkedIn Confidential ©2013 All Rights Reserved47
Display specific content targeted at students
Start a conversation with your Student & Grad audience in Groups
“Better ROI for on Campus events.”
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Collecting information manually is cumbersome and error-prone
Poor tracking and follow-up results in lost leads after the event
Limited visibility into success of event and into pipeline activity
Recruiting candidates at events is difficult todayWhether you’re collecting resumes or spreadsheets of candidate information…
Net-a-Porter
“CheckIn made us look slicker and matched our image as a technology driven business. Post-event we can now pro-
actively connect through LinkedIn with the most promising graduates.”
Lucy Birchenough, Recruitment Manager Net-a-Porter Group
“We don’t want more applicants!”
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Source ahead of time like Trip Advisor
Start a new Following
Raise Awareness of your graduate program with media
Targeted Ads
Management Consultancy Client X
Goal: Raise Awareness of Graduate Programme to compete with “Big Four”
Solution: “Campus Drive” media campaign
Results: 575 quality candidates pipelined
Targeted InMails
Invite students to apply to your graduate programme
Targeted InMails
FMCG Client X
Goal: Quality over quantity. Pre-select their ideal graduate
candidates
Solution: “Campus Drive” media campaign
Results: 650 qualified candidates registered for graduate program online
workshop
3 key takeaways
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Start Today!
1. Post your Grad Jobs for FREE Students are twice as likely to view a job on LinkedIn than
a professional
2. Make sure you are displaying relevant student content 64% of UK Students members research people & companies
3. Target this audience with targeted marketing Request insights from your LinkedIn rep to identify ‘sweet spots.’