The number one question recruiters should ask when developing their LinkedIn strategy is “What is the impact and alignment of the strategy to the employer branding goals/objectives?”
Start by looking at three key criteria;
- Strategy: the plan that marries your business objectives and your business insights to your users
- Enablement: active commitment to becoming a social business and making social a part of the company DNA
- Content: Storytelling! What you’re saying must pass the “Who gives a crap” test!
LinkedIn is a powerful tool and critical addition to your employer branding strategy. It goes beyond “status updates” or “push information”. When creating your plan ask yourself:
- How will the platform tie into the overall social media/employer branding goals?
- What should my feed to look like in the long run?
- How do I “keep it real” and engaging to people vs. pushing the same information that everyone else does?
- Why am I on LinkedIn?
Once you have a strategy in mind you can now put together your plan. The strategy outline is:
Drive conversation, create brand advocates and engage social-minded users while establishing yourself as an expert in areas outside of “filling requisitions”.
- Drive traffic to the corporate website and/or landing pages without posting links to jobs and asking people “Interested” or “Looking for a Job”.
- Utilize Showcase Pages to promote specific areas of your employer brands.
- Create Pulse articles that highlight your topical expertise within recruiting and provides content for your community.
- Post industry articles and content relevant to your corporate industry and the recruiting function…always provide your opinion on the content.
- Create and/or join groups that are in line with your business to establish you as a brand leader.
- Participate in conversations within groups, company pages and community postings.
I will use the LinkedIn community as a platform to interact with (fill in the blank) and engage peers on a professional level regarding our employer brand.
- Key talent / community members
- Users you know on a professional level, who are less likely to interact on Facebook , Twitter, etc…
Compare stats, activities, connections and interactions. Gage your interaction/adoption because it is more important than just obtaining followers.
What works and what does not work; measure against current stats (if available) and pay attention to:
- Increases in engagement (likes, shares, followers added)
- Are you reaching your target audience?
- Who are your advocates/fans?
- Goal achievement and relevance.
This article was edited in April 2015 to include recent LinkedIn tools and platform changes.