Study on LinkedIn Life

Page of Yash Technologies

Speaker: Akanksha Singh
Marketing & Communications Specialist
(Prior Work-Ex in Media, HR services and Education Sectors)

Created By: Akanksha Singh | singhakanksha01@gmail.com

 Context
LinkedIn is a business oriented social networking service focuses in connecting professionals

LinkedIn Life page is a tool used by HR’s do develop company’s identity as an employer by showcasing the culture inside the company.

Yash’s LinkedIn Page has 1.6 lacs followers

But Are we communicating effectively with the Target Audience (TA) (Employees, Prospects, Alumni, Clients)

Are we using this page as a direct sourcing tool? Are we tracking the numbers hired through LinkedIn?

Do we have survey of what our new hires say about our page?

Do we have the pre-requisite knowledge to use this effectively or do we need training?

Created By: Akanksha Singh | singhakanksha01@gmail.com

LinkedIn – the largest business social network
Power of Reach

722 MM 200 55 MM 46 MM
Members Countries Listed Companies Fresh Graduates
and Students

Job Seeking Traffic

40 MM 55 1 Hiring
Job Searches Job applications every 7
every Week per second Seconds

Recruiters Preferred Platform

India is the country with second largest reach on LinkedIn (71 million) with
US being on top (170 million)
87% 122 MM 35.5 MM
Recruiters Candidates receive People Get hired
use LinkedIn Interview invites every year
Created By: Akanksha Singh | singhakanksha01@gmail.com
 81%
Recruiters will

Agenda and Purpose use virtual Hiring

as Standard
practice
of LinkedIn Life
Page
Employer Branding Talent Pipeline
Improve the brand identity as a Engaging the active and passive pool of
progressive and highly desirable talent. Opening additional sources of
employer candidates leads and hires

Target Audience Engagement Hiring Quality and Efficiency

Build and develop the relationship with 1.
the Target Audience (TA) Yash wants to 2.
attract, engage, recruit and retain 3.
. 4.
Reducing the time to hire
Improve the quality of hiring
Hiring diversity
Moving from reactive to proactive
sourcing
LinkedIn Life Page- Employer Branding and TA Engagement
Platform
• A dedicated compelling page for
developing the brand identity as
an employer
• Using it a central content hub to
link and populate other SM
channels
.
Future Hires engagement
• Enticing people towards
Yash Tech before they
become a part of us
.
Employee Engagement
• Creating a sense of
belongingness in the
employees
• Developing a dialogue with
the people who are or will be
driving the business
Brand Identity
• Be seen as an innovative
and progressive
employer
• Making it easier to
convey “WHY YASH”
 LinkedIn Life Page - Talent Pipeline and Hiring Efficiency

Engaging both Opening diverse Enable connecting A well-defined page

ACTIVE and sources of with the talent pool is more engaging
PASSIVE talent candidates leads at every stage of resulting in
pools and hires our journey increased followers

Potential Impact in Numbers

28% 77%Believe Employer Brand

50%
strength is crucial to ability Reduction in Cost Per
Reduction in Turnover hire
to hire
LinkedIn Life Page - Competition Study and Strategy Design

COMPETITION MAPPING SWOT ANALYSIS SCOPE OF IMPROVEMENT STATEGY – THE POST

& BENCHMARKING METHODOLOGY

Created By: Akanksha Singh | singhakanksha01@gmail.com

 Competition Mapping

COMPETITION
Are we keeping up with the latest and greatest
MAPPING &
BENCHMARKING trends?

SWOT ANALYSIS

SCOPE OF
IMPROVEMENT

Yash Mind- Hexa- xyz

tree Ware

STATEGY – THE
POST
METHODOLOGY
COO talking about employees being the centre of
operations delivers the message of how leadership values Having leadership profile on the page brings
their employees accessibility, transparency and authenticity

A well-made video revolving around employees

succeeding in realizing company vision

Employee testimonials are more authentic,

Real pictures of the premise with employees in action
trustworthy and relatable than default HR marketing
brings a spotlight on the vibe and ambiance of the
content.
workplace

Having frequent post in employees trending content

Mindtree
shows how motivated and proud the employees are
about the company

Created By: Akanksha Singh | singhakanksha01@gmail.com

 Having Audio-Visual Content on various CEO talking about how the organisation
Employee testimonials are more authentic,
events and topics facilitates easier invest in training and development
trustworthy and relatable than default HR
content consumptions represents organisation’ commitment to
marketing content
employee development

HEXAWARE
Pictures of events and extra-curricular activities
shows that its not just about working together but
also about celebrating life together

Created By: Akanksha Singh | singhakanksha01@gmail.com

 YASH
TECHNOLOGIES

Created By: Akanksha Singh | singhakanksha01@gmail.com

 Competition Benchmarking
COMPETITION
MAPPING & Yash Technologies
BENCHMARKING
Mindtree Hexaware

Followers 8.3 Lacs 1.6 Lacs 4 Lacs

SWOT ANALYSIS

Introduction video Yes

Yes Yes

Trending employee Every 2 Days

content Every 6-12 Hours Unavailable
SCOPE OF HR Posted Only
IMPROVEMENT Leadership Posts Different Roles and De- Different Roles and De-
partments partments
Company photos Updated 2017
Updated 2021 Updated 2020

Employee testimonials Unavailable

Available Available
STATEGY – THE POST
METHODOLOGY
C-suite message Unavailable
From COO From CEO
 SWOT Analysis
COMPETITION
MAPPING &
BENCHMARKING

SWOT
ANALYSIS Strength Weakness Opportunities Threats
• Build a professional and • Increased employee
• The introductory video is missing engaging LIFE page involvement may result in
• We have the story base • The c-suite message • With the roadmap and focus them being poached by
• We understand that we • Repetition of heading we can attempt to improve our other firms
need to up our game • Less frequent posts • Governance – our page
talent pipeline, diversity of
SCOPE OF • We are already covering • Only HR leadership information
IMPROVEMENT talent pools, time and quality will need regular
what is trending • Video content and quality needed of hiring, as well as get our examination and updated
to be improved EVP to the market regularly to ensure the
• Employee testimonials are missing • We have a real chance to relevance, accuracy,
• The cover photo texts are not clear trail-blaze some interesting authenticity and
EVP and sourcing strategies consistency

STATEGY – THE
POST
METHODOLOGY
 Low hanging Fruits
COMPETITION
MAPPING &
BENCHMARKING

Video Banner

1 A video introduction will be more compelling than having a banner

at the top.
The video content, script, quality of the visuals should be more
professional.
SWOT ANALYSIS
Employee Participation
• We need to motivate our team members in a systematic and
2 measurable way to get good employee generated content
regularly

Leadership Participation
• Leadership should be present on the page.
3
SCOPE OF
IMPROVEMENT

More Pictures & Videos

• We need new Company photos especially with employees in
4 action doing work or engaging in fun and extra-curricular activities
• We can have more videos like my first day at work, Women of
Yash, meeting the leaders, Prepared for the new normal
STATEGY – THE
POST
METHODOLOGY
 STRATEGY- The POST Methodology
COMPETITION MAPPING
People | Objective | Strategy | Tools
& BENCHMARKING

Who are we trying to

engage or attract or hire
SWOT ANALYSIS

• From individuals to teams

to organizations as a
whole
SCOPE OF
IMPROVEMENT
• Active and passive job
seekers
• Alumni
• Clients

STATEGY – THE
‘POST’
METHODOLOGY
 STRATEGY- The POST Methodology
COMPETITION MAPPING
People | Objective | Strategy | Tools
& BENCHMARKING

Objective: Becoming the

employer of Choice
SWOT ANALYSIS
• Connect, find and be found
• Establish a robust candidate pipeline
• Promote our employer brand
• Communicate our EVP
SCOPE OF
IMPROVEMENT
• Get referrals
• Bringing transparency in
communication
• Audience engagement
• Developing a background story
(showcasing how we have evolved as
STATEGY – THE
‘POST’
an employer)
METHODOLOGY
 STRATEGY- The POST Methodology
COMPETITION MAPPING
People | Objective | Strategy | Tools
& BENCHMARKING

Strategy - Playing the

long game
SWOT ANALYSIS

• Profile upgradation - Provide Insights and being

great at what we do • Developing the sense if belongingness
• Choosing realistic messages what we can live up to
• Activating employee ambassadors
• Communicating the key message – we believe in
doing meaningful work, provide learning environment,
equal opportunities to grow, work life balance, •
exposure, knowledge and training
C-suite for the employer branding
SCOPE OF
IMPROVEMENT
• LinkedIn paid advertising budget and allocation plan
• Following the analytics of every single activity
• Having a communication calendar that ensures:
on the page.
 consistency – posting on regular and right intervals
 staying in trend – using the right hashtags
 Not getting monotonous – every post is different but
covering them (present and future employee) all

STATEGY – THE
‘POST’
METHODOLOGY
 STRATEGY- The POST Methodology
COMPETITION MAPPING
People | Objective | Strategy | Tools
& BENCHMARKING

Tools
SWOT ANALYSIS

• Livestreams
• Videos with subtitles
• Photos with the background story
• Advertising company’s social media presence
through posts (YT videos, FB posts, Tweets,
SCOPE OF Blogs, Instagram posts
IMPROVEMENT
• LinkedIn ads (branding banners, we are hiring
banners, upcoming events, achievements ads
• Employee network optimization

STATEGY – THE
‘POST’
METHODOLOGY
 Some ideas to ponder…
Having an introduction video of what we do, our employees, our clients, our offices, our culture
webinars conducted by employees (#developingthoughtleaders)
articles written by employees (#knowledgepowerhouse)
welcome messages (#thanksforjoining)
farewell posts (#allthebest) (#wewillmissyou) (#stayconnected)
employee of the month (#theoutperformer)
success stories (#LetsGrowTogether)
employee testimonials, a day in my organization, Why I applied and Why I stay, How working in my company is different (#hearfromourpeople)
Success stories(#YourTalentOurStage) (#captainyourcareer),
Being transparent – interview experience, joining experience, exit experience (#nothingtohide)
Diversity and Inclusion,
career growth possibilities (#freedomtogobeyond) (#JoinUsBeyou)
Woman of Yash (#jeeyowomaniya)
Fun of work at comfort of home (#enjoyingthenewnormal)
Posts covering awards and recognitions of the company, employees, role transformation stories (#transformeveryday)

Created By: Akanksha Singh | singhakanksha01@gmail.com

Resources and References
• https://www.smperth.com/resources/linkedin/linkedin-statistics/
• https://www.apollotechnical.com/linkedin-users-by-country/
• https://blog.hootsuite.com/linkedin-statistics-business/
• https://kinsta.com/blog/linkedin-statistics/

Created By: Akanksha Singh | singhakanksha01@gmail.com

THANK YOU SO MUCH FOR PLEASE SHARE YOUR
LISTENING THOUGHTS/QUESTIONS

Created By: Akanksha Singh | singhakanksha01@gmail.com