Kelly Barcelos
Kelly Barcelos 20 January 2020

How to Leverage LinkedIn to Improve Your Employer Brand

LinkedIn is the biggest professional network in the world where you can find top talent for your company. It saves you cost, time, and resources since you no longer need to read through hundreds and thousands of irrelevant resumes. And if your employer branding strategy doesn’t leverage LinkedIn the right way in the year 2020, then it definitely needs some fixing. 

Here are a few tips that you must use to improve your employer branding strategy to be able to attract top talent on LinkedIn: 

1. Upgrade Your Personal LinkedIn Profile

When you approach people on LinkedIn for a job opening in your company, most often than not, they check your personal LinkedIn profile. Hence, it is important that you leverage your personal LinkedIn profile to improve employer branding by talking about not just yourself but also your company. Here are a few things you must do:

  • Use the summary section to explain what your organisation does in addition to your role and expertise. 
  • Use all the relevant keywords in your profile that your ideal candidates use when looking for a job on LinkedIn. 
  • Add photos and videos from the company events to your profile to highlight your organisation’s culture. ​

2. Focus on Your LinkedIn Company Page

LinkedIn company pages are ideally created to build awareness of your employer brand. They cater to those who may be already employed and not actively looking for a job. These people may never deliberately visit your website. So, it’s good to engage them on social platforms such as LinkedIn. This can lead to these people moving from the awareness stage to the consideration stage, and eventually the hiring stage. 

A great LinkedIn company page strengthens your employer brand and improves recruitment results significantly. But it can be challenging for companies to build interest and stay consistent at that. However, here are few helpful tips for you:

  • Share authentic media about what life is like at your company. 
  • Ensure that there are employee testimonials on your company page.
  • Share content that shows that the organisation has an opinion on the current issues. The page shouldn’t be too promotional. 
  • Highlight the challenges your company has solved.

2. Leverage LinkedIn Groups 

LinkedIn groups are great at increasing your brand awareness and engagement since they allow you to communicate with your target audience on a single platform. As a recruiter, you can join various groups full of exactly the people you wish to see in your company.

For example, if there’s soon going to be openings for content writers in your company, join one or more of thousands of content writing groups on LinkedIn and start promoting your brand there. You can post some informational piece that would encourage them to join the discussion. Now doing this, you can kill two birds with a stone – create brand awareness, and at the same time, gauge the capability of the people who join the discussion. 

You can also create a group for professionals you’d like to target and post relevant content every day. And though the intention of the group may be educating professionals, it works wonders in identifying talented candidates that may be the right fit for your company.

3. Get Your Employees Onboard to Share Their Stories

Your employees can improve your employer brand better than any other strategy. So, get them to share their everyday life in your organisation online. Usually, employees tend to gravitate towards other social media channels such as Facebook and Instagram to share their #worklife online. So, get them to extend their social media activities to LinkedIn and share their experience of working in your organisation. 

4. Communicate Your HR Policies 

Got some innovative HR policies in your company? Don’t think twice before sharing them in your network on LinkedIn. Great HR policies are exactly what most of the professionals look for in their ideal employer. Moreover, by broadcasting your HR policies, you will be able to attract candidates who are actually interested in working with your organisation. 

4. Post Consistently 

To attract top talent, you must use the ‘top of mind’ strategy. Many of your potential candidates may not be looking for a job right now, but if they keep seeing your company activities consistently on LinkedIn, you will be on top of their mind when they actually think of making a move. Moreover, if you post every day or twice in three days, your reach amongst your network will increase by 40%. So, make sure that you post engaging and useful content every day without fail. 

​These tips will certainly help you recruit top talent on LinkedIn. Begin with getting your recruitment and marketing teams to work in synergy, and great leads will follow. 

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