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1. Finding the best and brightest students
John Boley
Recruitment Product Consultant,
LinkedIn
to build your company
Ann Newman
Talent Brand Consultant,
LinkedIn
Tammy Garmey
SVP, Engagement & Strategy,
TMP Worldwide
Marie Artim
VP, Talent Acquisition,
Enterprise Holdings

2. 39 million
students and recent graduates
on LinkedIn

3. Agenda
• How students are using LinkedIn
• Enterprise Holdings’ success story
• Leverage media and branding on LinkedIn to scale student recruiting
• Q&A
#intalent

4. How students are using LinkedIn

5. 28%
of students use LinkedIn as their
primary job search tool, but…

6. 74%
of all students are doing other search-related
activities on LinkedIn

7. Students have different priorities when looking for a job
Increase Focus Decrease Focus
Good work/life balance
A place I would be proud to work
Culture that fits my personality
Ability to make an impact
Excellent compensation & benefits
Good relationship with colleagues
Employee development
Job security
#intalent

8. Students plan their education and career journeys
Informed decisions occur before they
attend a university, during school, and
throughout their careers.
#intalent

9. Decision boards help students map their journeys
#intalent

10. Students explore unique career outcome data
#intalent

11. Students use their university pages for research
#intalent

12. Students are researching and applying for great jobs
Jobs on LinkedIn are dynamic
Get more traffic by sharing jobs
#intalent

13. Students are 100% more likely to
engage with a job on mobile

14. Students come to LinkedIn for a variety of activities
54% network with other professionals
#intalent

15. Students come to LinkedIn for a variety of activities
70% consume content or contribute to
discussions
#intalent

16. Students come to LinkedIn for a variety of activities
74% learn about what others are doing
#intalent

17. Enterprise Holdings’ success story

19. About us
#intalent

20. Why would I use LinkedIn to
connect with students?
It’s only for experienced
recruiting.
- Any recruiter at Enterprise, circa 2013
#intalent

21. 41,974
employee profiles on LinkedIn *(ERAC,
EHI, Fleet)
– LinkedIn data, July 2013
#intalent

22. 51,644
professionals visiting your employees’ profile
pages every month *(ERAC, EHI, Fleet)
– LinkedIn data, October 2013
#intalent

23. 3,342
LinkedIn members hired by Enterprise
Holdings, Enterprise Rent-A-Car, and Fleet
Management within the past 12 months
– LinkedIn data, October 2013
#intalent

24. So we started with a pilot
2013
4-month pilot (July – October 2013)
Field recruiting
• 35 Recruiter licenses
• Job slots
Employer brand:
• Work with Us advertising
• Career pages
• Enterprise Holdings
• Enterprise Rent-A-Car
• Enterprise Fleet Management
#intalent

25. The results

26. Work with Us: .21% desktop, 1.66% mobile CTR
Launched:
July
31,
2014
Total
views:
81,312
desktop;
2,526
mobile
Total
clicks:
174
desktop;
42
mobile
Click-­‐through
rate:
0.21%
desktop;
1.66%
mobile

27. Targeted traffic driving ads: .35% CTR
#intalent

28. Career page visitors increased during media campaigns
679
1,035
897
Monthly
data
January
2013
through
August
2014,
Enterprise
Rent-­‐A-­‐Car,
Enterprise
Holdings,
873
886
803
1,471
Total
Career
Page
Unique
Visitors
Enterprise
Fleet
Management
1,920
1,741
1,472
1,097
970
1,648
1,414
1,408
1,498
1,830
1,210
1,221
1,143
2500
2000
1500
1000
500
0
Pilot
Traffic
Drivers
Jan-­‐13
Feb-­‐13
Mar-­‐13
Apr-­‐13
May-­‐13
Jun-­‐13
Jul-­‐13
Aug-­‐13
Sep-­‐13
Oct-­‐13
Nov-­‐13
Dec-­‐13
Jan-­‐14
Feb-­‐14
Mar-­‐14
Apr-­‐14
May-­‐14
Jun-­‐14
Jul-­‐14
Aug-­‐14

29. Followers grew by 75% since last August
2,622
Monthly
data
July
2013
through
August
2014,
Enterprise
Rent-­‐A-­‐Car,
Enterprise
Holdings,
Enterprise
Fleet
Management
2,597
2,639
2,978
2,538
New
Monthly
Followers
Total
Monthly
Followers
2,271
3,273
3,001
3,181
2,838
3,236
2,778
2,845
2,496
42,746
45,343
47,982
50,960
53,498
55,769
59,042
62,043
65,224
68,062
71,298
74,076
76,921
79,417
3,500
3,000
2,500
2,000
1,500
1,000
500
0
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Jul-­‐13
Aug-­‐13
Sep-­‐13
Oct-­‐13
Nov-­‐13
Dec-­‐13
Jan-­‐14
Feb-­‐14
Mar-­‐14
Apr-­‐14
May-­‐14
Jun-­‐14
Jul-­‐14
Aug-­‐14

30. Where we’re heading…

31. Champion recruiters

32. Evolving requisition mindset
Business
need
MT
Chicago
HR
need
Diverse
Female
Recruitment
need
#intalent

33. MT: Intern Candidate [Sample only]
Name: Kelly James
Role: Student/Retail Sales Associate PT
Experience: 2 years
Current employer: Target
Current location: Chicago, IL
Education: ISU – BS, Communications
Needs
• Strong team and collaboration
• Challenge and growth
• Mentorship and guidance
Motivations
• Competitive pay
• Opportunity for advancement
• Flexible career path
Concerns
• Long hours, no time for personal life
• No recognition
Behaviors and attributes
“Bring it on, world! I am
ready to get my hands
dirty and learn,
collaborate, and grow
along the way.”
Personal Interests/
Background:
• Cheerleading, Dance
• Volunteers for Chicago
Children’s Charities
• Loves Karaoke
Goals
• Bring work to life/market
• Do work with impact on thousands
• Develop a career path
Experience level
Entry-level Experienced
Work style
Individual Collaborative
Personality type
Extrovert Introvert
Social networks
LinkedIn Twitter Facebook Instagram YouTube
Social engagement
Reader Writer
Device
Desktop Mobile
Wants
• A place I believe in and that believes in
me
• Fast, fun, and hands-on environment
• Team spirit with individual respect
Job search
LinkedIn Aggregator Job Board Networking Other

34. North American entry-level sales professionals
#intalent

35. European entry-level sales professionals
#intalent

36. North American veterans
#intalent

37. North American experienced business professionals
#intalent

38. North American experienced sales
#intalent

39. The Enterprise journey
Key takeaways
• Rich student talent pool
• Extended reach via employees
• Pilot = proof
• Personalized candidate experience
platform
#intalent

40. Leverage media and branding on
LinkedIn to scale student recruiting

41. We are consuming information like never before
Stand out with relevant content that captures their attention
Blackberry
Leveraging employment branding media allows you to remain top-of-mind year-round

42. Bring your story to life
Videos and testimonials strengthen your message
#intalent

43. Engage in a two-way dialogue

44. Share relevant career-mentoring content
#intalent

45. Encourage employees to publish and share content
#intalent

46. Share experiences that students can relate to
#intalent

47. Amplify your efforts

48. Use targeted recruitment ads to expand your reach
#intalent

49. Use sponsored updates to engage your audience
#intalent

50. Use branded InMail campaigns to drive action
Source: shared with permission from Blue Cross Blue Shield of Michigan #intalent

51. Summary
1. Student are LinkedIn’s fastest growing demographic and come to LinkedIn for a
host of activities
2. Organizations use data and performance to recognize LinkedIn as a leading
source for recruiting students
3. Leverage media to differentiate your organization as an employer of choice among
your target student audience
#intalent

52. Modernize your strategy with
LinkedIn’s Student Recruiting 2.0 Guide

53. Q & A