AGR Student Recruitment Conference 2014 slides.

1. Students & Graduates on LinkedIn
AGR Conference
July 2014

2. LinkedIn’s Mission
Connect the world’s professionals to make them more
productive and successful.

3. LinkedIn provides the environment to bring
all parties together
EMPLOYERS
Find Talent
Attract, target and hire the best
new talent – early!
Build Brand Engagement
Start early so the best students
know your company
Streamline Process
Improve your reach, efficiency
and impact
UNIVERSITIES
Attract Students
Showcase strengths and careers of
alumni
Alumni Relations
Engage alumni for gifts, relations
Career Centres
Prepare students for successful
careers
CommunityCareer
Identity Insights
STUDENTS
Find opportunities.
Best fit for me.
Informed decisions to help
me succeed.
Parents
Find the right fit – and outcomes – for their children
Alumni
Increase lifetime value of their educations
3

4. Help students at every milestone
Choosing a Direction
Apprenticeship or College?
Which universities send
students to the top law firms?
What are my career options
if I choose this degree?
I didn’t know I could get an
internship at IBM!
Which companies hire the
most marketing graduates?
I need intelligence on this
specialism and who are the
experts?
Getting There
How have other people got
into that job?
Who can give me the inside
scoop on this university?
Am I keeping up my skills
with students in my field?
Who has internships for
people like me?
How do I keep in touch with
the all the people I’ve met
along the way?
COLLEGEYEARS
Choosing Education or
Employment
Choosing University
Research
Postgraduate study?
Alumni Network
Success at 1st Job
Internships
Finding 1st Job
4
Creating first digital
passport / profile

5. 5
Data Brand

6. 6
Data BrandData Brand

7. 7
Data Brand
LinkedIn

8. LinkedIn provides the platform for leveraging
data and holistic brand engagement
On universities
On courses
On career destinations
On employers
On prospective students / postgrads
On career behaviours & trends
Universities
– Content
– Academics
– Current students
– Alumni
Employers
– Content
– Employees
– Jobs
8
Data Brand

9. Why do Universities want their students on LinkedIn?
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
9

10. Driving this growth on LinkedIn
1. Direct to Students
– Resources for using LinkedIn
– Dedicated UK student site and videos
– Direct marketing via several social media channels
10
students.linkedin.com/uk

11. Driving this growth on LinkedIn
2. Through Universities
– Development of relevant tools
e.g. University Pages, Alumni tool
– Resource Centre
Training materials (university.linkedin.com)
– Direct engagement / coaching for influencers
Careers Staff
Academics
11

12. 12
Coaching students
The 3 Pillars of LinkedIn Success
Coaching students
The 3 Pillars of LinkedIn Success
What you knowWho you knowWho you are
LinkedIn tools plus “netiquette”

13. Launch of University Pages on LinkedIn
– marrying DATA and BRAND
13

14. Unparalleled graduate destination data
14

15. 15
Unparalleled graduate destination data

16. 16
Unparalleled graduate destination data

17. 17
Unparalleled graduate destination data

18. 18
Unparalleled graduate destination data

19. 19
Unparalleled graduate destination data

20. University of Liverpool
20

21. University of Liverpool
LinkedIn Journey #1
Increasingly aware of the role of social media in
graduate recruitment.
Student surveys highlighted the need for additional help
with networking skills.
University Access Agreement sets demanding targets
for the recruitment and employment of WP students.

22. University of Liverpool
LinkedIn Journey #2
Autumn 2013: attended session at LinkedIn HQ.
Looked for metrics to measure LinkedIn engagement. Set benchmarks, from
a survey poll x% of our engaged student body has a LinkedIn profile.
Invited Charles to present to careers team, students and other University
staff, including academics, Alumni, Recruitment, Student Experience team
and Corporate Communications. Set up University LinkedIn User Group.
Ran student engagement activities, including ‘pop up’ shop and careers fair
photo booths. Took professional-standard profile photos and emailed them to
students with LinkedIn resources on how to create a strong profile.
Introduced 30-min LinkedIn small group practical workshops alongside CV
workshops.
Escalating number of sessions next semester and very keen to link with
employer LinkedIn activity on campus.
Also investigating best ways to use LinkedIn vacancy information.

24. What does this mean for Employers?
>> Applying Insights to Marketing decisions

25. 13% of LinkedIn members are students & recent graduates .13% of LinkedIn members are students & recent graduates .

26. and this is our fastest growing segmentand this is our fastest growing segment

27. spread around the globespread around the globe
Americas
49%
EMEA
30% APAC
21%

28. Who are these student members in UK?Who are these student members in UK?

29. Who are these student members in UK?Who are these student members in UK?
ByCity

30. Why should you focus on engaging students on LinkedIn?Why should you focus on engaging students on LinkedIn?
Source: LinkedIn Job Seeker Survey May 2013 1,134 respondents
of Students in Europe will
look for opportunities on
LinkedIn

31. Where can you engage students on LinkedIn?Where can you engage students on LinkedIn?
Connect &
Communicate
56% Network with
others
Research People
& Companies
74% Learn about what
others are doing
Professional
Insights
70% consume content
or contribute to discussions
Seek Career
Opportunities
21% Actively research
job opportunities

32. 52%
48%
46%
43%
41%
39%
37%
36%
36%
33%
Good work/life balance
Good relationship with
Strong career path
Ability to make an impact
Culture that fits my
Strong employee
Challenging work
A place I would be
Having a good
Excellent compensation
Students in UK are looking for jobs that will challenge themStudents in UK are looking for jobs that will challenge them
Source: LinkedIn Q3 2013 survey of 17,182 European professionals 18-30 vs. 2,006 European students 18-30
What are LinkedIn student members looking for in a job?

33. 46%
45%
43%
41%
39%
37%
33%
30%
17%
17%
Strong career path
Good work/life balance
Ability to make an impact
Culture that fits my personality
Strong employee development
Challenging work
Excellent compensation &
Values employee contributions
A company with a long-term
Flexible working arrangements
UK Students UK Professionals
Students have different priorities to professionalsStudents have different priorities to professionals
What are LinkedIn student members looking for in a job?

34. What do students do on LinkedIn?
34

35. Isabella establishes her professional identity on LinkedInIsabella establishes her professional identity on LinkedIn
LinkedIn Confidential ©2013 All Rights Reserved
35

36. The student jobs portal makes it simple for grads to discover jobsThe student jobs portal makes it simple for grads to discover jobs
StudentStudent
Jobs
Portal

37. What can employers do to engage
students?
37

38. Isabella
Engineering
BEng, 2014
Mechanical Engineer
National 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
Pamela
Computer Science
BEng, 2013
Jobs automatically circulate – auto-matching & active searchesJobs automatically circulate – auto-matching & active searches

39. LinkedIn Confidential ©2013 All Rights Reserved
39
Display specific content targeted at studentsDisplay specific content targeted at students

40. Net-a-PorterNet-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

41. Source ahead of time like Trip AdvisorSource ahead of time like Trip Advisor

42. Start a new FollowingStart a new Following

43. Raise Awareness of your graduate program with mediaRaise 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

44. Invite students to apply to your graduate programmeInvite 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

45. Start Today!Start Today!
1. Students are twice as likely to view a job on LinkedIn
than a professional. Post your Intern & Grad Jobs for
FREE
2. 74% of Students members research people &
companies. Make sure you are displaying relevant
student content.
3. Request insights from your LinkedIn rep to identify
‘sweet spots.’ Target this audience with high yield
marketing.

46. LinkedIn and EY
Andri Stephanou

47. 47
students.linkedin.com/uk
Thank you.