If you’re currently focusing on your recruitment marketing efforts, you’ve likely considered social media as an employer brand development tool.
Not only do they offer a huge potential audience, social media platforms are primarily free, which make them appealing to organisations who have smaller budgets available for recruitment marketing initiatives.
Developing an effective LinkedIn recruitment marketing strategy, in particular, is high on the agenda of many talent acquisition professionals, as LinkedIn is a network where people typically look for jobs, as well as maintaining social connections.
Plus, with over 760 million total users and 260 million active monthly users, LinkedIn offers a sizeable audience to engage with and build awareness of your employer brand.
How can you develop a solid LinkedIn recruitment marketing strategy?
Firstly, we’d recommend linking up with your Marketing team. If you’re already working on employer branding initiatives, there’s a good chance you have an open dialogue with them but if not, now’s the time to start.
Your Marketing team are likely to own your company’s social media accounts and brand so it’s important to co-ordinate on any recruitment marketing initiatives to ensure that efforts are aligned.
Read more: 4 Ways HR and Marketing Can Work Together to Build a Great Employer Brand
1. Build a content-sharing schedule for your LinkedIn Company page
The followers of your LinkedIn Company page are your ready-made audience who you can share content with.
Your Marketing team likely already share their own content with followers to build brand awareness and generate leads. You should work closely with them to plan how you can incorporate employer branding content within this schedule.
This may involve some testing; for example, does employment related content receive better engagement on Fridays rather than Wednesdays? What’s the optimum time of day to post? Once you have this data, you can start to put together your schedule.
The key factor with your schedule is to be consistent. Plan to post every week, every fortnight or every month but make sure you stick to it. This is so your efforts can gather momentum and to ensure that your audience know when to expect to hear from you.
2. Transform your employees into brand ambassadors
Once you’ve started posting your content to your LinkedIn Company page, you should encourage your colleagues to share it as well.
This is important for two reasons. Firstly, it helps you reach a much larger network of people. Secondly, referrals tend to be a high quality source of hire; if someone you know sees that you’re personally promoting your organisation as an employer of choice, they’re more likely going to trust your opinion and apply.
To encourage your colleagues to share your LinkedIn recruitment marketing content, you can either notify them by email or take advantage of LinkedIn’s functionality that automatically alerts employees when you post content to your Company page. This will save you a lot of time, particularly if your organisation has a lot of employees.
If you’re struggling to get buy-in from your colleagues for social sharing and employer branding initiatives, consider rewards and incentives to encourage them to do so. Do you have a referrals scheme set up? Could you offer incentives for employees who share the most posts on LinkedIn in a month?
Whatever engagement tactics you decide on, make sure you’re able to track your shares by asking your colleagues to tag your Company page in their posts.
3. Utilise sponsored content
If you have extra budget to spare, sponsoring your LinkedIn content and running targeted campaigns are great ways of not only increasing your reach but also getting your content in front of your desired audience.
For example, if you know that you will be expanding your software development team over the next 12 months but have difficulties attracting technical talent, you could put together a campaign promoting tech careers within your organisation. You could then set your targeting parameters in LinkedIn to deliver the campaign to anyone possessing the skills you’re looking for in a particular location. You can even choose to serve up your content to employees from competitor companies.
4. Set up career pages
While we’re a huge advocate of careers sites, you can also attach careers pages to your LinkedIn Company page. Your careers page on LinkedIn acts as a destination where candidates can learn more about your opportunities and absorb any employment related content.
They’re a great way of showcasing your culture and building your employer brand on a separate page to your usual marketing content.
Want to learn more about our social media recruitment advertising solutions? Request a brochure today.