How does successful recruiting work on LinkedIn?
"We are hiring" - in a desperate search for employees, companies place their requests in every newspaper and on every website they can find. Recruiters can tell you a thing or two about the fact that this approach does not necessarily promise success. Between headhunters and job platforms, however, searchers overlook the opportunity offered by the world's largest business network. An expert talks about the dos and don'ts of recruiting on LinkedIn.
Every industry covets the shortage of skilled workers. There is hardly a company that is not looking for them. At the moment, job applicants are the ones who decide where to go, and they know their market value. Recruiting on LinkedIn is also becoming more and more important. However, a boring post à la "We are looking for ... Apply now!" no longer attracts qualified personnel from behind the laptop - especially not if the rest of the LinkedIn presence is not mature. Fruit baskets and foosball tables as benefits have not scored for a long time.
"A transparent insight into corporate values and everyday working life is what matters," says Philipp Schultz, Head of Content and Account Management at ReachIn Network, a specialist agency from Berlin, which is exclusively dedicated to 360-degree LinkedIn marketing. Potential professionals only see themselves at an employer when they personally find themselves in its presentation on LinkedIn. So a lot has to happen before the activation post. This is just as true for employers as it is for employees hoping to land their dream job on LinkedIn.
Who is who
Both companies and employees only make a commitment if they know something about their counterpart. If the company cannot be found on LinkedIn, this deters applicants. A company profile that is only partially filled out also inhibits trust. On the other hand, accounts of potential employees without any information about the resume and individual approach look unserious and do not arouse enthusiasm in the reader.
The disclosure of information is therefore a top priority. Transparent presentation of the company, including employee introductions, positioning on current topics, and news, breathe life into the account and inform both the company's own network and potential new team members. Employer branding also has a positive impact on the company's external image in this case - employees increase the reach of the company channel as multipliers.
Posts with network activation
The corporate page conveys the mission and work culture in a personal and transparent way? Does your own profile offer a wealth of information in text and images and show visitors past and present projects, interests, and commitment? Then it's time for hiring posts. Market participants advertise their skills and capacities as creatively as possible and with a clear point of view on what is probably the world's largest business platform.
Aesthetics also play an important role on LinkedIn, not just content. Posts with authentic images are an effective tool for acquisition. Unadulterated photos and graphics emphasize that appearance, post and performance match. "The less the post looks like a put-upon job ad, the better," explains the LinkedIn expert. However, if companies want to post pure job ads exclusively, the previous content of the corporate account must shine with originality.
The effective extra when recruiting on LinkedIn
Particularly effective: Employees share the posted job ad with their own comments. LinkedIn still prefers personal profiles in the outreach. In this way, the job post reaches many relevant addressees from the employees' network. "Sharing is caring" is not considered a to-do among friends and acquaintances without reason. Searchers also activate their network in this way and quickly receive tips about interesting offers.
In combination, parallel paid job ads on LinkedIn help to increase reach, far beyond company posts. The well-known "Hiring" banner also helps to fill jobs. It ensures a quick approach with a call-to-action factor.
