There are a lot of great tools available to help companies recruit talent. But if you're looking for a tool that provides a distinct advantage, LinkedIn is the clear choice for most industries.?
The difference is that LinkedIn keeps you connected to passive candidates, who aren't actively searching for jobs on platforms like Indeed and CareerBuilder. In addition, LinkedIn’s searchable database of professionals allows you to target, and connect with, qualified prospects instead of waiting for them to find you. Here's how you can make the most of LinkedIn when you're trying to connect with prospective employees:
- Post jobs for free. LinkedIn allows companies to share job postings for 21 days at no cost. You can only share one free job post at a time, but it's a great way to start getting the word out about open positions. The key is to maximize the opportunity by sharing it not only from your Company Page but also via key employees’ personal profiles. If you don't get any qualified applicants, it might be worth promoting the post with a nominal budget, which will increase your odds of getting in front of good candidates.
- Share employee perspectives. While passive candidates are some of the best prospects for your open jobs, they require more lead time to convert. And while they will be influenced by what your leadership and HR teams have to say, they are even more interested in hearing from their peers--those who work for your company. Start by sharing evidence of why your employees think you’re a great employer. This is best done through video testimonials, but even a photo of a current employee paired with a written testimonial can leave a lasting impression.?
- Promote third-party endorsements. If you have been named the great place to work or have otherwise been recognized as an employer, share those credentials on LinkedIn. As with anything worth talking about, you'll also want to share this content more than once. Embed it in your company page profile but also share multiple posts where you remind your followers of your accolades.
- Show your company culture in action. The best employees want to work for companies that share their values and commitment to excellence. The best way to make this case is through examples of how your work makes a difference. That could include industry awards, team member milestones and achievements, or your charitable endeavors. Post about all of these things consistently, and over time you will stand out.?
- Repurpose content from employer review sites. Sites like Glassdoor and Indeed are becoming more important to the recruitment process thanks to employer reviews. Current and past employees have the opportunity to rate employers on a scale of 1 - 5 and share details about their experience. Given the influence of peer-to-peer sharing as mentioned above, these reviews can make or break your company when candidates are considering their options. If your story is positive, then it’s worth the effort to repurpose these reviews as Company Page posts.
- Provide incentives for your employees to tell your story. Sharing content from your Company Page is a good start toward connecting with candidates, but you will get even better results when your employees are part of the effort. Provide incentives for them to share job opportunities and templates that make it easy for them to represent your brand well. When they share your content, it's a tacit testimonial that they are happy in their work--and that their connections would enjoy working for you, too.
There's a lot of competition out there when it comes to recruiting talent. Start by making the most of LinkedIn, and you’ll have an advantage that's hard to replicate.
