According to LinkedIn data, almost 80% of candidates will study the company and explore its reputation before applying for a job opening. So if you aim to attract top talents to your organization, marketing your employer brand to potential candidates should be taken as primary importance.
If you are a recruiter searching for new ways of making recruitment via LinkedIn more effective, this article will get you covered. We will highlight the basics of recruitment marketing and share pieces of advice designed to help you up your recruitment efforts.
What is Recruitment Marketing?
Recruitment marketing is a combination of tactics used by companies and their employees to promote an employer brand and the value of working for it as a matter of nurturing top talents and moving them to the applicant conversion stage and further.
The pros of recruitment marketing include but are not limited to:
- Targeting desired audience only
- Aligning the hiring processes with recruitment goals
- Workflow optimization
- Getting the maximum exposure to the job openings
- Building strong employer brands
- Creating better candidate experiences
- Cutting down on your recruitment expenses
- Improved quality of the candidates
Have we managed to get you inspired?
If so, let’s move straight to the pieces of advice we have on making the best use of recruitment marketing on LinkedIn.
8 Recruitment Marketing Tactics to Master on LinkedIn
No matter whether you are a fresh or a seasoned recruiter, consider the following tactics to refresh your LinkedIn recruitment marketing strategy:
Master Your Content
First things first:
You should do your best to polish whatever content gets posted on your company’s and profile pages.
Consider starting with:
- Refreshing your company’s profile page (description, banner, etc.).
- Updating profiles of the recruitment team to make them more credible.
Now that your profiles are polished to perfection, what tone of voice would be appropriate to use? What about the style of writing? What post types should be shared? What kind of content should you interact with as a company?
Consider creating a content plan for your LinkedIn pages in advance. You’ll need to think carefully about the means to communicate your brand’s values, interests, and information. It’s paramount for building an employer brand and making your organization the desired workplace.
Importantly, work on every word that you publish. Your content must be perceived as professional and lack ambiguity.
Leverage LinkedIn Automation
We all know how much time and budget searching for the right candidates can take. If you are tired of the routine activities or feel like your KPIs could use some help, LinkedIn automation is what you need.
Linked Helper 2 is certainly the leader here. So we will use this non-cloud software as an example of what activities can be automated and boosted.
For recruiters, the software provides the possibility to:
- Search for talents using smart keywords.
- Download and group profiles of interest for further analysis.
- Invite up to 700 candidates weekly without violating the LinkedIn algorithms.
- Automate the process of interaction with candidate profiles (likes, follows, invites).
- Personalize messages with custom variables, such as article or post mentions.
- Use LH’s handy dashboard with metrics for analysis.
It is a not a complete list of features that the tool offers but you should get the idea of what activities you can actually automate.
Create Job Posts
Yes, it is free. But to make your job posts go viral, you need to master your content and be creative.
Sharing job titles and descriptions will not be enough. Experienced candidates often have a pool of opportunities to choose from. And LinkedIn has a host of such opportunities.
Why your company?
Experiment with visuals and content to make the job posts stand out.
Encourage Employee Ambassadors
Current and past employees are probably the best salespeople for your vacancies, especially the steadfast ones.
Consider building a system of rewards for employees that refer high-scoring candidates. It will encourage them to stay active.
Alternatively, employee’s sharing their experience with their employers on social networks increases brand awareness and helps establish loyal relationships.
Use Keywords for Recruitment marketing
What are the most common job searches for the position you are offering?
In fact, they can differ from the job title you are officially having and using.
Consider isnerting the widely used job titles while including the official ones in, say, the job description.
Besides, make sure to highlight the skills a perfect candidate should have. It will assist prospects in matching their skills with the job opening that you are promoting.
Send InMails
There is a growing tendency to use InMails for candidate nurturing and establishing the first point of contact with prospects.
InMails are great indeed.
(When done right.)
Think twice before forwarding such a message to your candidates. Prior research and segmentation are a must to ensure they meet the target audience’s needs.
Test LinkedIn Paid Ads
If your job posts do not reach the desired number of people organically, consider investing in LinkedIn ads.
Similar to paid advertising on other channels, the platform will offer you to specify the goals first. You will be able to choose between:
- Awareness
- Conversions
- Consideration
Just to name a few, you can use InMails, create lead gen forms, or advertise existing job posts as a part of your paid campaigns.
Attach Career Pages
Career pages are the best means to showcase your corporate culture and build an employer brand. Consider attaching such pages to LinkedIn and guiding your candidates to such destinations for more details.
Recap: Recruitment marketing
As you can see, there should be no gap between the Marketing and Recruitment Departments when building an employer brand online and on LinkedIn in particular. Both teams should closely collaborate with each other when in pursuit of the mutual goal — attracting top-level professionals your company will benefit from.
We hope this article has managed to answer your questions regarding recruitment marketing. And the insights we share will help you take the path to attracting more qualified people to your organization.
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