LinkedIn Social Selling Index

29/03/201821/04/2018 by Chris South

Recruiters – Track Your Social Selling Power With This One Metric

The problem most recruiters face when it comes to their online sales brand is where to start and then more importantly what impact their efforts have. If you’re wondering where to start we suggest reading this great blog (ahem), but if you’re already doing the work but wondering if it’s really paying dividends, here is the one tracking tool that you should use.

Introducing the LinkedIn Social Selling Index

Firstly, this isn’t a new tool, LinkedIn made the Social Selling Index (SSI) available to the masses in 2015, however, unless you have a dedicated LinkedIn Account Manager it’s unlikely you will have heard of it.

LinkedIn defines the SSI as a tool for measuring the four pillars of social selling skills and execution, namely: establishing your professional brand, finding the right people, engaging with insights, and building strong relationships.

According to LinkedIn data, SSI leaders generate 45% more opportunities per quarter and are 51% more likely to exceed their sales quota. Even if these statistics are only half right, as a recruiter it still makes a compelling case for maintaining a strong SSI.

Your SSI gives you a ranking out of 100, with a further break down by each of the four social selling pillars and is updated reasonably regularly (you can see how your score changes on a weekly basis). The average SSI in the Staffing and Recruiting sector is a whopping 30 out of 100, so it’s not going to take much to stand out from the crowd!

To find out your score, follow this link: https://www.linkedin.com/sales/ssi

Let’s face it, as recruiters, a large part of our role is sales. There are many ways to make sales easier and utilising social media to not only ensure your profile can be found but also to build relationships is now a critical part of this (just ask Greg Savage!).

P.S.: We know a lot of people like to use other social networks, however, love it or hate it, LinkedIn is without question the primarily commercial channel. If you’re trying things like Twitter or Facebook then Klout could be an option, but we really wouldn’t worry about this too much.

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Tracking & Measurement

Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific keyword and individual advert performance, landing page results and call metrics.

Conversion Rate Optimisation

It’s the most important element in a successful campaign and the old saying ‘you snooze, you lose’ is very apt and it’s where most fail. Using the analytics data we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

Click-through-rate optimisation
Increasing quality scores
Increase landing page experiences
Bid adjustment techniques
Staying up-to-date on negative keywords
Setting up automated rules to help maintain the account’s full potential

Phone Call Tracking

A large percentage of both Display and SEM generates phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

Customised Landing Pages

A digital advertising campaign without a landing page is a bit like a candidate with an unexplained gap in their CV. There is a chance it will be ok, but also a big risk that it won’t. We use our own landing page tool to create customisable experiences that are centered on generating outcomes. They also allow us carry out conversion rate optimisation (CRO), to increase Google Quality Scores and to split (A/B) test different concepts.

Advert Design & Copywriting

The success and failure of a digital advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files and even video.

Research & Analysis

We use all the available tools and our recruitment industry experience to ensure we fully understand your business goals. As a certified Google Partner we are also able to produce industry insights created by our dedicated Account Managers within Google, which are directly passed on to you.

Tracking & Measurement

Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific advert performance, landing page results and call metrics.

Conversion Rate Optimisation

It’s the most important element in a successful campaign, and the old saying ‘you snooze, you lose’ is very apt, and it’s where most fail. Using the analytics data, we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

Click-through-rate optimisation
Increase landing page experiences
Bid adjustment techniques
Setting up automated rules to help maintain the account’s full potential

Phone Call Tracking

A large percentage of Social Media Advertising campaigns generate phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However, on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

Customised Landing Pages

A social media advertising campaign without a landing page is a bit like a candidate with an unexplained gap in their CV. There is a chance it will be ok, but also a big risk that it won’t. We use our own landing page tool to create customisable experiences that are centered on generating outcomes.

Advert Design & Copywriting

The success and failure of a social media advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files, Facebook Canvas adverts and even video.

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