Over the years, LinkedIn has evolved from that social media platform nobody really wants to use to a recruitment powerhouse and the biggest professional network in the world, helping bring employees and companies together to create a more successful business sector. If you are looking for ways to beat the coronavirus crisis and actually attract talented individuals to your brand, then building a powerful employer brand on LinkedIn might just be the solution to your problems.
Simply put, the world of social media is vast and filled with opportunities, and while you can and should employ social media marketing to achieve your goals, there is no denying that your best bet for finding some amazing employees is to become a LinkedIn superstar. That’s why today we will be taking a look at the five key ways you can dazzle your LinkedIn audience and elevate your employer brand to new heights.
Optimizing your LinkedIn pages
While many recruiters and social media managers will focus on the primary company page, how it looks and the story it tells, experienced marketers and agencies know that your company’s page on LinkedIn is but a single piece of the puzzle. After all, you have your brand’s page, yes, but you also have your personal LinkedIn page, which you can be sure that the potential employee will want to check out the moment you reach out about a job opening at your organization.
Needless to say, both of these pages need to be in top shape if you are to build a trustworthy image and get them to reply to your message, and more importantly, apply for the posting. To achieve this, you have to focus on two things: functionality and storytelling. Firstly, people will want to check out all of the functional information, such as the position and what it’s about, weekly work hours and workload, the salary you’re offering, perks and benefits, and the like.
On the other hand, LinkedIn is filled to the brim with well-organized and information pages, so you need to set yourself apart by weaving some stellar storytelling into the mix. Your goal should be to paint a picture for the applicant and empower them to reach out not because the salary is great (although that helps) but because your company is an amazing place to be.
Emphasize job security
The millennial employees might be known for their propensity to switch jobs and continuously look for better career opportunities, but that doesn’t mean that you shouldn’t try to minimize your turnover rate – there are ways you can retain amazing employees over the long haul. Unfortunately, not many marketers will pay enough attention to job security when designing and optimizing LinkedIn pages, or recruiting through social media.
Even though this might not be something that the candidate is actively looking for when they’re researching your pages, it’s still a powerful message that you can send right off the bat: the message that you value your employees and that you are committed to keeping them at your side.
Weave your brand identity into the mix
If you want to build a better employer brand on LinkedIn and beyond, you have to weave your corporate brand identity in to the mix. After all, contemporary brand development is all about creating that perfect symbiosis of corporate, employee, and consumer values, and portraying a more reputable and trustworthy brand to the public – customers and potential employees included.
While your LinkedIn pages shouldn’t sound overly corporate, it’s still important to weave your unique brand values into the storytelling and show potential employees why your brand is the best place to work. Ideally, all of your LinkedIn pages will successfully portray your employee value proposition, your company culture (more on that at the end), and your overarching brand identity.
Get your existing employees involved
When you think about it, your employees are your brand’s biggest assets, so who better to spread the good word of your company on social media than your loyal and devoted team members? After all, rest assured that the best candidates will also look for your employees’ profiles and scrutinize them mercilessly in order to find an inkling of inconsistency, so you have be prepared.
If you want to succeed in social media selling and recruitment, especially on LinkedIn, it’s important that you optimize your employees’ LinkedIn profiles as well. That said, you shouldn’t try to make their pages overly sales-y or scripted, instead, inspire them to share interesting, personal work stories that revolve around your brand – this will give candidates an insight into your culture, brand, and work environment.
Showcase your company’s culture
Lastly, always bank on your company culture to be the cherry on top of your employer brand. Your company culture is that feeling of positivity and zeal that permeates your entire organization, so you can’t just advertise it on social media, you also have to weave it into the very fabric of your brand – because the last thing you want is for the new employee to get disappointed on their first day. To build a create culture, you have to build it on the pillars of equality, honesty and transparency, co-dependence and collaboration, strong leadership and guidance, as well as professional growth and development.
When you combine and mix up all of the elements we’ve talked about today, you get a memorable and inspirational employer brand that will never fail to dazzle every job seeker. More importantly, though, this type of employer brand will appeal to the best and the brightest in your industry, and help you attract top talent on LinkedIn.