Astrong social media presence is a must for marketers these days. But aside from boosting sales through Facebook and Instagram, here’s another use for the internet: building your company’s cred to make it more attractive to potential employees.
And right now, the best place to do that is on LinkedIn, a platform which boasts 467 million users worldwide and focuses on building a desirable reputation for both employees and employers.
Unaware of how to navigate LinkedIn? Here’s a little cheat sheet we came up with, based on the recent LinkedIn for Success seminar at the Marco Polo Hotel, as well as the e‑book entitled “Employer Branding Essentials”.
1. Expand your reach
Widen your company’s reach by encouraging employees to identify themselves as part of the company on their profiles on the platform. After all, employees are a company’s “unofficial recruiters and marketers.”
“In doing so,” the digital material said, “your employees will soon amplify your message further than any official channel ever will.”
Encouraging your employees to update their profiles on LinkedIn provides an opportunity to establish a desirable image among potential applicants. In fact, according to LinkedIn Talent Trends 2016, “1 in 4 candidates look at employee profiles after hearing about a new job.”
Once employees have updated their profiles, companies should urge them to engage in conversations, actively post contents, and grow their connections on the platform. You can also add the “follow” button so every time people follow your company’s page, it will spread through their networks.
2. Build engagement
Make sure to update your company page as it is your official presence on LinkedIn. In the same way, you should also establish your career page as it serves as an extension of your company page where employees can share stories about their experience working at your company.
Posting videos and photos about your company also helps in engaging potential employees with your page. Some ideas in creating proper career pages, according to the material, includes using existing photos and videos as part of custom modules, running a photo contest by asking employees to share snaps or images featuring a recent company event or their daily stay in your workplace, and republishing blog content produced by your leaders.
You can motivate followers to apply by sharing updates about your company on the platform.
3. Boost job interest
The job descriptions that you post on your LinkedIn profile are not mere blurbs that people scan through. Job descriptions, according to the e‑book, are “prime real estate” for promoting an employer’s brand.
“LinkedIn has millions of job posts and distributes them to candidates based on skill sets, but it’s your descriptions that will compel them to view and apply,” it added.
In publishing job openings, do not get too creative with job titles. instead, just stick to standard.
It is also good to share your company’s culture and values through job descriptions as they are the first thing candidates want to know before applying or joining a company, according to LinkedIn’s Global Talent Trends Report 2016.
4. Empower new employees
Your employees play a huge role in establishing a good employer brand as “they shape your company’s culture, live your values, and work to manifest your mission.”
Failing to engage employees, will make your campaign to establish a desirable brand “quickly fall apart.” In doing so, you should “onboard them well” and provide them with tools and skills to fulfill their roles in your company.
Engaging employees start from the time you welcome them to your company, which set them on a path to “job satisfaction, improved productivity, and ultimately, a long tenure at your company.” Ideas to consider in welcoming new employees include showing a welcome video from your CEO, giving information on how to get social, and conducting a fun activity that will tell them your culture and values.
You can nurture your employees by continuously teaching them new skills and knowledge. To make them stay in your company, create and highlight career advancement opportunities.