For Staffing Agencies operating in APAC today, a strong brand can provide an essential competitive advantage.
As you invest time and effort into building your brand, it is essential that you are able to measure and improve.
Join LinkedIn's Brand experts Daniel Sanders and Paul Wheeler for a live webcast: The Quest to Quantify - Measuring the Value of your Brand, to hear tips on how-to measure your brand, including:
- Defining your objectives: in order to measure success, it is first essential to define your objectives.
- Framework for success: learn key metrics to measure ROI and define your brand success.
- Bottom of the funnel: learn how to measure the impact on candidate sourcing.
- Building a case: tips to elevate brand conversations and demonstrate success with your executive team.
- Valuable for all Staffing Agency employees involved in brand building and marketing, including marketing managers, social media managers, brand managers and directors / owners.
11. James has worked at BT Global for 3 yrs
He has a family
His career is important
He has never heard of ‘XYZ Recruitment’
He is open to offers but not actively looking
HFC Engineer, Chief Architect
BT Global, Singapore
James Tan
13. Current position
Start Date
Prior position
New
Hire
Singtel
James Tan
HFC Engineer
BT
James Tan
HFC Engineer
Views Careers Page
Becomes Follower
Applies for
Job
Accepts
Offer
Candidate Journey
Engages with
Content
Updates
LinkedIn Profile
Contacts
connections at
Singtel
Clicks
on Ad
Sees Ads
Views Jobs
Sees Ads
14. 16
2. Aware
3. Changing perceptions
4. Strengthening interest
Impressions
Clicks & Social Actions
Job Views
Company Followers
Career Page Views
InMails Accepted
Job Applications
1. Unaware
5. Hired! Placements
New clients sourced
Brand Views
Brand
Engagements
Leads
Business
Outcomes
15. Those that aim for nothing – hit it
with remarkable accuracy.
- Zig Ziglar
19. 21
Metric 2: Brand Engagement
327,200
Brand Engagement
Actions
Employee Profile Ad clicks
Job opens
Career Page views
Recruiter InMails opened
New Followers*
Content interactions
Traffic Driver Ad clicks
20. Metric 2: Followers
Know who your followers are:
• Industry
• Function
• Seniority
• Company Size
Adapt your talent brand strategy for different audiences
21. 23
Creating and engaging
‘followers’ will fuel your
success
Members are 61% more
likely to share information
as a result of following
your company
61%
81% Followers are 81%
more likely to respond
to an InMail
66% of members are
interested in job opportunities
from companies they are
following
66%
22. Metric 1: Tips for visualising your success
Track targeted follower change as part of
overall follower growth
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Impressions served
Followers
Plot campaigns against key success metrics to
see correlation
23. Metric 4: Talent response rate
Company page
followers are
81%
more likely to
respond to an InMail
Tip: If you’ve effectively
built awareness, you
should expect a higher
response rate among
priority talent pools.
24. *Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees 26
InMail response rates by brand engagement
Engaged with
Your Brand *
No Engagement
with Your Brand
16%
50%
25. Brand Reach
November: 866,000 impressions
Brand Engagement
Current: 78,231
For Executives: use a performance scorecard
Followers
Our company: 3,000
Goal: 4,000 by Jan ‘16
Industry Benchmarking
Competitor a: 16,0402
Competitor b: 1,688
Competitor x: 11,422
Competitor y: 23,861
Competitor z: 4,395
-
500,000
1,000,000
Total Impressions
-
50,000
100,000
Brand Engagement
Talent Response Rate
November: 28% (Goal: 38% by Mar 2016)
0%
10%
20%
30%
40%
InMail Response Rate
33. 35
Additional ROI stories
160 Consultants
29,363 Followers
1,068% ROI
(+30-40% new clients via
LinkedIn)
75 Consultants
13,365 Followers
70% of placements made
through LinkedIn
128 Consultants
19,533 Followers
14x ROI
176 Consultants
15,245 Followers
1.5m rev, investment of
63k – 24x ROI
34. ① Brand influences what people feel about your company and as
such, not all can be measured
② Digital provides a wealth of indicators of brand success
③ Determine clear objectives
④ Identify relevant metrics
⑤ Track activity
⑥ Calculate ROI = Value created MINUS Investment
Key Takeaways