Overview
Although many people know the member portal and job board side of LinkedIn, the Talent Solutions brand is mostly known to recruiters and staffing professionals. The goal of LinkedIn Talent Solutions is to promote the many products and services that are available to companies to assist in sourcing talent, promoting their company culture and brand values and ultimately recruiting better candidates faster and with less heavy lifting.
Global acquisition program
From mid 2017 I was in charge of the global marketing operations for the LinkedIn Talent Solutions Growth Team. Working with marketing, localization and engineering I developed a scalable process to execute 30+ email/web campaigns in 7 languages on a monthly basis.
For each launch I carefully developed project plans and managed the development of all aspects of the campaign including tracking all copy/images, facilitating translations, and ensuring proper direction was given to the engineering team.
From the summer of 2017, the Global Acquisition Program scaled 3x and grew annual bookings 30% year over year, from $80 million to $140 million.
Talent Solutions resource library
Although the Talent Solutions team produces a wide range of content for recruiters and business leaders, their main resource library was messy and unorganized. Content was filtered by only 3 categories, company size or featured products, leaving it very difficult to use for the recruiter trying to read up on a specific topic.
Working closely with the content marketing and SEO team I led a complete overhaul of the resource library and campaign URL structure. Managing multiple workstreams with different teams, we cataloged over 300 pieces of content, carefully tagging them within 20 highly searched topics, cloned over 100 pages (ensuring proper redirects were in place). In order to keep uniformity within the new library pages, which grew from 1 to 26, we wrote new Titles and Descriptions and created new thumbnails.
Once the content was ready for development I produced build templates for the engineering team and managed 6 build sprints with multiple rounds of review to approve the 26 new pages.
Product solutions demo video
With multiple product solutions available for recruiters and hiring managers, LinkedIn Talent Solutions needed a quick video to educate prospective customers on how LinkedIn can help them with their next hire.
Working with the product managers, content marketers and agency partners I managed all aspects of the video creation. Starting with meeting with the product managers to understand what features from each product we wanted to feature, working with the copy writer on multiple versions of the script, providing direction to the agency on imagery and music choices, and working with the web team to build a new Thank You page for all our content campaigns incorporating the new video.
