The Secrets of How LinkedIn

Finds the Best Talent

Sourcing hacks and expert tips revealed
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Meet your speaker
BACKGROUND
25+ years of varied recruiting experience working
in corporate, consulting and agency environments as a
strategic full-life cycle acquisition and sourcing expert

AREAS OF EXPERTISE
• Sourcing and referral programs
• Data-driven recruiting
• Social selling
• Boolean logic

ELIZABETH CATHERWOOD
Senior Talent Acquisition Expert CAREER EXPERIENCE
LinkedIn Global Sales Organization
AGENDA

Today’s topics

1. The evolving landscape of talent acquisition

2. Top channels for sourcing

3. High-impact tools that land candidates

4. Identify prospects with Boolean precision

 “ While the talent pool is abundant,
the competition to attract top-tier talent never ends!
To win, you must know how and where to find
your next hire!
”
ELIZABETH CATHERWOOD
Senior Talent Acquisition Expert, LinkedIn
1
The evolving landscape
of talent acquisition
RECRUITER TOOLS & SKILLS HAVE EVOLVED

Tools • Local newspapers • Monster • Digital candidate • Social recruiting

of the day resume sites
• National newspapers • Career Builder • Video
• Professional social
• Specialty print outlets network (LinkedIn)

1980 1990 2000 2010

• Talent Intelligence /
data-driven recruiting

• Email recruitment • Specialized search • Personalized /

• Face-to-face meetings pitches queries targeted outreach
Skills
needed • Phone screening • Mining in databases • Social media literacy • Video interviewing
2
Top channels
for sourcing
 Today’s top sourcing tactics and channels
for quality hires

Today’s sourcing 45%

40%
46%

channels for
38%
33%
31%

quality hires
26% 25%
27%
23%

Employer Employee Staffing Internet job Social

branding referral agencies & boards professional
programs search firms networks

SMB Enterprise organizations Source: LinkedIn 2016 global trends report

 Attract more candidates with
a strong employer brand

Employee referral Staffing agencies & Internet job Social professional

Employer programs search firms boards networks
branding
 A strong employer brand leads to

50%
reduction in cost per hire
and 28% reduction in turnover

Source:
https://devskiller.com/employer-branding-stats-recruiters/
 EXPERT TIPS: EMPLOYER BRANDING

Own your real estate

Career page on your company website
• Share what makes your company unique: people, work, culture,
KEY BRANDING CHANNELS community engagement, etc.
FOR RECRUITERS LinkedIn Career Pages
• Communicate company culture through videos, photos,
✓ Career website and employee-generated content. Deliver personalized
✓ Social job recommendations.
✓ Video Job advertising
✓ Email • Be compelling and sell what makes your company (not just the job)
unique
✓ Podcasts
✓ Paid advertising Multichannel storytelling
• Find opportunities to share compelling content about your company
across channels
Under Armour career page
Highlights the people who make
their culture unique using bold
photos and copy (“home of
the best”)
Disney career page
Connects company culture to
Disney’s cultural icons by
matching movie franchise
themes with reasons to join
the Disney team
LinkedIn Career Pages
• “Followers” are 2x more likely
to apply to an open job
• Engaged talent is 4x more
likely to respond to InMail,
LinkedIn’s messaging tool
Multichannel storytelling (podcasts)
• Find opportunities to share compelling
content about your company across
channels/mediums
• For instance, Netflix launched a podcast
of employee interviews, discussing
company culture, productivity, and more
Multichannel storytelling (videos)
Get creative – perhaps place a GoPro camera
on an employee to film a day-in-the-life video
about working in your offices
 Connections matter

Employer Staffing agencies & Internet job Social professional

branding Employee referral search firms boards networks
programs
 Referrals are 5x more effective
than all sources of hiring

Source: https://uptowork.com/blog/hr-statistics#most-popular
 Retention rates after one year
(based on sourcing channel)

Job boards

Employee
referrals deliver 22%

high value 46%

Referrals

33%

Career sites
 EXPERT TIPS: EMPLOYEE REFERRAL

Tap your networks

Incentivize people with referral programs
• Day off with pay
• Points for prizes
TOP SOURCES FOR
REFERRALS • Gifts / gift cards
• Eligibility to participate in a quarterly drawing
✓ Employees
• Recognition in a company newsletter or staff meeting
✓ Social professional networks
• Gift a percentage based on the referral's salary
✓ Family / friends
• Flat dollar amount
✓ Investors
✓ Board of directors
 Talent on demand

Employer Employee referral Internet job Social professional

branding programs Staffing agencies & boards networks
search firms
 EXPERT TIPS: STAFFING AGENCIES & SEARCH FIRMS

Choose the right agency for you

Large-scale firms
• Deliver: scalability, speed, global reach, multiple verticals

TOP AGENCIES & FIRMS • Lack: cost-effectiveness, personal service, specialization

Mid-size firms
LARGE-SCALE FIRMS
• Deliver: niche profiling, flexibility, speed, quality, credibility, prescreening
• Lack: low costs – both flat fees and conversion to hires can be expensive

Boutiques
MID-SIZE FIRMS
• Deliver: personalized attention, deeper relationships, field specialization,
lower price
• Lack: speed, large talent pool
BOUTIQUES
 EXPERT TIPS: STAFFING AGENCIES & SEARCH FIRMS

Vet before you leap

Key questions to ask
• Do they have a “conversion policy”? Rollover fees? Fee expiration?
TOP AGENCIES & FIRMS
• Do they specialize in your niche?
LARGE-SCALE FIRMS • Can they share references so you can validate qualifications?
• Do they have candidates in your area?
• How quickly can you expect to see resumes?
MID-SIZE FIRMS

BOUTIQUES
 Cast your (inter)net wide

Employer Employee referral Staffing agencies & Social professional

branding programs search firms Internet job networks
boards
 EXPERT TIPS: INTERNET JOB BOARDS

Sell the opportunity

Craft engaging job posts

KEY CHANNELS • Write captivating job titles

• Introduce the company story
✓ LinkedIn Job Posts • Describe position clearly and concisely
(short-term hiring – one -
offs) • Highlight location perks to attract wider audience

✓ LinkedIn Job Slots • Optimize bullets, 4–5 bullets if possible

(longer-term recruiting – • Be human and avoid buzzwords
year-round hiring)
• Simplify application process where possible
✓ GitHub • Promote the perks and what makes working there great
(technical/developers)

✓ Dribbble
(designers)
 Write an attention-getting headline

Get better hires Make applying easy

by attracting
better candidates

Establish corporate culture up top

Appeal to aspirational talent

Keep the requirements short and

try prioritizing 4–5 bullet points
 Meet and greet

Employer Employee referral Staffing agencies & Internet job

branding programs search firms boards Social professional
networks
 of job seekers say they are likely to
use social media in their job search

Source: https://uptowork.com/blog/hr-statistics#most-popular
 Top social
networks for
recruiting

94%

66%

52%
Facebook

LinkedIn
Twitter

Source:
Jobvite 2014 Job Seeker Nation: Mobility in the Workforce Study
 EXPERT TIPS: SOCIAL PROFESSIONAL NETWORKS

Dig into social – Twitter

Join the conversation
KEY CHANNELS What Twitter lacks in targeting, it makes up for in the scope of its reach

94% • Promote job openings and industry related news in their posts
• Partner closely with your internal social media team to align on best
66% practices

52% • Engage the Twitterverse: retweet, reply, and follow other users to build
an active network
• Join Twitter groups
Facebook

LinkedIn
Twitter

• Use TweetDeck to pull data in real time and track mentions, tweets,
and trending industry news across multiple accounts
 EXPERT TIPS: SOCIAL PROFESSIONAL NETWORKS

Dig into social – Twitter

Join the conversation
KEY CHANNELS What Twitter lacks in targeting, it makes up for in the scope of its reach

94% • Promote job openings and industry related news in their posts
• Partner closely with your internal social media team to align on best
66% practices

52% • Engage the Twitterverse: retweet, reply, and follow other users to build
an active network
• Join Twitter groups
Facebook

LinkedIn
Twitter

• Use TweetDeck to pull data in real time and track mentions, tweets,
and trending industry news across multiple accounts
Show tweetdeck
 EXPERT TIPS: SOCIAL PROFESSIONAL NETWORKS

Dig into social – Facebook

Make your presence known
KEY CHANNELS • Great place to source candidates, and then follow up on LinkedIn in a
more professional setting
94%
• Utilize Facebook’s free benefits: Post news, company culture, awards &
accolades, spotlight teams & events, and share articles
66%
• Build relationships organically over time
52% • Sponsor posts on LinkedIn and use Facebook Ads to increase reach
Facebook

LinkedIn
Twitter
 EXPERT TIPS: SOCIAL PROFESSIONAL NETWORKS

Dig into social – LinkedIn

LinkedIn Talent Solutions has a full suite of recruitment tools
and 540+ million members:
KEY CHANNELS
• Your Profile: opportunity to create perception as a thought-leader,
94% build credibility and engage candidates organically
• Recruiter: use to find, contact, message, and hire quality candidates
66%
• Job Posts and Job Slots: reach active and passive job seekers; plus
52% get real-time analytics on post performance
• Career Pages: showcase company culture and deliver personalized job
Facebook

recommendations
LinkedIn
Twitter

• Work With Us Ads: run recruitment ads get up to 50x higher

click-through rates
3
High-impact tools
that land candidates
“
As a LinkedIn talent acquisition professional,
there is no tool more important to my job
performance than LinkedIn Recruiter.
”
ELIZABETH CATHERWOOD
Senior Talent Acquisition Expert, LinkedIn
TIP #1: LINKEDIN RECRUITER TOOL

Update project folders

Stop reinventing the wheel when similar positions open
up again. Scale effectively and build your pipeline.
• Store your prospects with similar skills in similar locations in
your project folders
• Save docs and information you reuse, like job specs
• Save search strings
• Share folders with colleagues and hiring managers
TIP #2: LINKEDIN RECRUITER TOOL

Improve productivity with

tags, statuses, and notes
• Tagging: build a super searchable database
using tags (e.g. Silver Medalists)
• Status: use the status feature in your project folder so
you know at a glance where you stand with prospects
and candidates
• Notes: maintain a running record of important
information (calls, emails, responses, etc.)
TIP #3: LINKEDIN RECRUITER TOOL

Use spotlights
After running a search, “spotlights” will appear above
your results. These callouts help you gauge a
candidate’s engagement level with your company.

Spotlights include:
• Likely to Respond
• Open to New Opportunities
• Company Connections
• Engaged with your Talent Brand
• Past Applicants
TIP #4: LINKEDIN RECRUITER TOOL

Reach out to prospects with

common connections
Find companies and people you have in common
• Ask your common connection to make an intro
• Incorporate the connection into your InMail
outreach message
TIP #5: LINKEDIN RECRUITER TOOL

Save time with

“hide previously viewed"
Avoid seeing the same prospects again and again
• A new batch of candidates will surface
• Recruiter brings new prospects online daily
• Saves time and energy by culling the herd
TIP #6: LINKEDIN RECRUITER TOOL

Search group members

Groups give professionals a place to share content, find
answers, post/explore jobs, make connections, and
show their expertise
• Find groups to join: Use search on the homepage or view
suggestions for groups you may like
• Once you’ve joined: Engage in discussions on the
“conversation page” and send free messages to other
group members
• Start a group: If you can’t find a group that meets your
needs, start one
• Diversity: To find diverse candidate pools, you can join
groups like e-Learning Latino and African-American
Leadership Program
TIP #7: LINKEDIN JOB TOOL

Share open roles with

the right people
Job Slots
• Automatically share through the LinkedIn feed, member’s emails,
the mobile app
• Reach people who aren’t actively looking for new jobs; remember
90% of members are open to new opportunities

Share with your network

• Promote open roles within your network via groups, posts, and
direct messages
• Ask people in your network to share your job
TIP #7: LINKEDIN JOB TOOL

Share open roles with

the right people (continued)
Recruitment ads of people who see these ads are
• Maximize reach and frequency of placements with a sponsored
more likely to apply
job post
• Drive members to your Career Pages and job posts using
Recruitment Ads

Posting on groups
• Great way to get the jobs in front of the right people, for free
4
Identify prospects with
Boolean precision
 EXPERT TIPS: SEARCH

Boolean search – the web’s x-ray

The elements of syntax (called “operators”) you need to know:
Combine keywords with modifiers to produce highly relevant results.
By applying these appropriately, along with your search keywords,
KEY CHANNELS you can create a range of highly specific search strings.
FOR SEARCH
• AND – search results must include all terms
✓ Google • OR – search results can include all terms
✓ Bing • NOT – search results won’t include specified terms
• () – specifies the most important part of search string
✓ Yahoo
• “” – specifies phrases within the search string
✓ AOL • * – search for a missing phrase
✓ Altavista • ~ – search for synonyms
• … – search for a range
 EXPERT TIPS: SEARCH

Boolean search – the web’s x-ray

Using operators in your search strings:
Site: Searches for results within a specific site
• Ex: “site linkedin.com AND java code AND Nashville”
KEY CHANNELS
FOR SEARCH Intext: Searches for single word or phrase in the body of the search result
• Ex: “intext I write java code”
✓ Google
Intitle: Searches for single word or phrase in the title of the search result
✓ Bing • Ex: “intitle resume AND Nashville, TN AND j2ee AND 615”

✓ Yahoo Inurl: Searches for single word or phrase in the url of the search result
• Ex: “inurl resume AND Nashville AND Java AND j2ee AND 615”
✓ AOL
Filetype: Searches for specific file types, including .doc, .xls, .ppt, .txt, and .pdf
✓ Altavista • Ex: “filetype: .doc AND Nashville AND Java AND j2ee AND 615”

More info: https://booleanblackbelt.com/tag/x-ray-search/

 Choose the right tool so you can
choose the right candidate

Employer Employee referral Staffing agencies & Internet job Social professional
branding programs search firms boards networks

• Think like a marketer
• Use employer branding as
a way to sell your company
• Get employees to tap into • Understand your needs so
their own networks to bring you can partner with the
you candidates right firm
• Develop incentives to spur • Ask questions up front
employees to action to avoid problems down
the road
• Important channel for • Social networks are more
attracting active job crucial than ever in the
seekers recruiting space
• Job posts need to stand • Showcase your company’s
out, so concentrate on brand and culture, and
what makes the job and build your own reputation
your company unique and community

• LinkedIn Talent Solutions

can attract candidates
while you sleep
Thank you

Questions?
Get in touch with a LinkedIn Talent Solutions
Specialist who can help you find, engage,
and hire top talent.

US +1-855-655-5653

https://lnkd.in/getintouch