LinkedIn can be an excellent recruitment tool for connecting with new candidates, but the environment can be competitive. LinkedIn says, “at this very moment we have around 6 million jobs posted. That’s a whole lot of jobs popping up in front of candidates and a whole lot of competition.” How does your job role achieve cut-through? Here are 4 mistakes you might be making when aiming to find the best talent for your organisation.
#1: You haven’t updated your company profile
How long has it been since you revisited your company page and profile? LinkedIn is a competitive, growing space and visibility is a challenge. In fact, LinkedIn's reported user goal is 3 billion professionals, making the platform somewhat crowded and constantly ever-changing.
Ideally, company profiles should be revisited several times a year, and preferably by someone in the company who knows your brand vision and ethos back-to-front. Getting a professional profile writer onboard for the project might be an idea, as this can be done for a relatively small portion of your budget and might even provide a fresh perspective on your company and brand.
How does your profile render on mobile? Is it too long or too brief? How does your logo look and what other information takes top visibility? Statistics show that in the latter part of 2016 when numbers were collated, 60% of unique visiting members accessed LinkedIn network via mobile device. If you are trying to attract a certain type of candidate, consider how your company profile might “speak” to them and their drivers – what is important to them?
Also consider how your company profile compares to your competitors; look at what you have made public in a critical way, and don’t be afraid to adjust. Read How to Get the Most Out of LinkedIn for more ideas.
#2: You’re not tapping into your current network
Recruiter Elizabeth Hines suggests, “Encourage your employees to post the news of the open position to spread the word. Jobs that employees share get 30% more applications.”
Your employees should be your biggest brand advocates and should help to put a “face” to your company, making it more personal and desirable. When they choose to share the advertised role with their networks this demonstrates trust.
One of the most important elements to this is (of course) to make it easy for your employees to reach out to their networks by giving them a couple of easy ways to share the job role or advertised position.
Make sure you have listed the advertised role via the LinkedIn Post Jobs feature. This way, your network and followers can share it with their networks in turn, both on the platform and off it. All they will have to do is click the “share arrow” which appears near the advertised role’s title on the job page.
Share the job role on your own company website and make sure include a call to action at the bottom of the job description, compelling your readers and network to share this across social. Smart recruiters might even include an incentive of some sort, to make sure that this is top of users’ minds. Follow up this process by checking out 9 tips to get the most out of LinkedIn.
#3: You didn’t share the job listing as an update
Remember that it’s imperative to share your company update about the opening. Followers who navigate to your company page can use the “share” button to amplify this to their network easily. You can even promote the post and publicise the update to a targeted group for a relatively reasonable budget, making sure more eyes see it. Consider including a link to the (more lengthy) job description on your company website or directing applicants to find more information on how to apply. You don’t need to give away all the information at once. Consider your messaging and keep things punchy.
Consider your use of images and logos, for some roles you might want to spend a bit of time selecting images that are impacting, rather than relying on what meta data automatically populates from the URL source. Consider your audience and what device they are likely to be on (whether desktop, mobile etc.) and make sure your post renders well and looks appropriate. This might help separate you from your competitors and provide much needed “cut-through”.
#4: You’re contacting candidates at the wrong time of day, or the wrong day of the week
It’s worth carefully considering what your potential candidates might be doing, where they are located (particularly if you’re open to international candidates) and how they might operate. Consider that many of your desirable potentials might already be employed in some capacity and this might affect their user behaviour.
InMail messages sent on Saturdays are 16% less likely to get a response than those sent during the week. As well as this, the closer it is to the weekend, the less likely talent is to respond, according to LinkedIn Community Guidelines. InMails sent on Thursday mornings between 9 and 10 are 12% more likely to get a response than those sent on Friday during the same time.
Something to take into account is LinkedIn’s algorithm. “[Post a job role] when it suits you,” says LinkedIn, “because our algorithms optimise the post to be seen by the candidates with the right skill set.” Plan for the next year early on, as often the holiday season can see candidates drop off the radar.
LinkedIn should ideally form one part of your recruitment strategy
Many roles are exclusively filled via the platform but there is no harm augmenting this with visibility on other platforms, job sites, your own website and even traditional media, depending on your market. Make sure you have the above 4 “mistakes” amended before you begin your candidate search and gain the results you’re seeking.
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