What is the corporate culture like at LinkedIn

Social media for HR professionals: How to get the most out of LinkedIn

Many companies are putting the brakes on recruiting because of the current uncertain situation. This resting phase of other companies is your chance to stand out from the crowd and to show yourself as an attractive employer.

In this article we will show you together with Monica Senefonte, Social Selling Coach at Tricycle Europe, how you can exploit the potential of your LinkedIn presence in order to reach and convince more candidates even during the Corona crisis.

Our guide will help you create a strong employer brand. Download here!

Why social media is important for recruiting

Two thirds of the candidates are in favor of social media for personnel marketing - a full 73% are in favor of the popular Generation Y. In concrete terms: Your candidates also use social media when looking for a job. In e-recruiting, you communicate bypassing a large part of your target group if you are not present on social media.

Strengthen the employer brand
Almost two thirds of the candidates expect authentic insights into their potential employer. But only 36% of them say that companies present themselves authentically. Social media are your extended hand for this. You can provide more insights into your company and thus specifically support your employer branding.

In this guide you will find out how you can strengthen your employer brand from the candidate experience to employee loyalty.

Find candidates and address them specifically
You will be seen and noticed faster on social media. The members use social networks privately and professionally - several times a day. So members are constantly confronted with job advertisements and updates. In this way, for example, you can also reach interested candidates who are willing to change but are not actively looking for a job.

Build community
Social media is not just a marketing channel. It is also relevant for HR, because not only the business target group is part of your social media community, but also potential applicants and employees - and their contacts.

The advantages for you and your community:

  • Provide constant insights into the company and everyday company life.
  • Share authentic content and encourage your employees to share it too. Because the contact from the contact is possibly the ideal employee for you.
  • Use your community as a talent pool. Since you are already in contact with your followers, it will be easier for you to convince them of your company and your position.

Editor's tip

You can also polish up your private profile by sharing your skills with your network. Show under “Skills”, for example, that you not only have MS Office skills, but are also a Personio expert.

How should your profile be designed?

Many companies are not yet using the full potential of social media when it comes to topics such as employer branding. After all, they only give themselves a 4+ grade for it. For this reason, we asked social selling expert, Monica Senefonte, for a tutoring session. Using LinkedIn as an example, she explains what is important in your social media presence and which mistakes you should avoid.

That shouldn't be missing: the most important profile modules

The company description: Your candidates want to know who they are applying to. For this reason, Monica recommends starting a conversation with your site visitors in the “About us” field. Answer the “how” instead of “what”; B. How did your company / idea come about? How do you help the world with your product and your services? What is your collaboration / day-to-day work like in the company?

Formally, note: write whole sentences instead of bullet points. Otherwise this gives the impression that you wrote the text in a hurry and without dedication. Also reduce your company description to three paragraphs.

Maintain jobs page: Always list all vacancies on your jobs page - no matter how big your company is and how many positions are currently advertised. Open positions are displayed to LinkedIn users using a special algorithm. Interested candidates from your community and their contacts also visit your jobs page.

Important: Be sure to include contact details for applicants on the job page. You do not have to spend a long time looking for a contact person and have a shorter application process.

Build community: Your activities on LinkedIn should always help build a community. You interact with them continuously and thus strengthen the bond with your company. If one of your followers is looking for a new job, the likelihood is that they will find out more on your side first.

Convince yourself with a strong employer branding

Use this guide to develop an attractive employer brand that will help you hire more candidates and retain employees.

Profile design: You should avoid these mistakes

Mistake # 1: Incomplete profile
If elements such as a logo, background image or contact details are missing, your profile appears unprofessional and careless. Therefore, upload your images in high-resolution quality as well as your corporate design and keep your jobs page always up to date. Experience has shown that a complete profile that regularly provides insights into the company leads to an application or job filling more quickly.

Mistake # 2: being inactive!
Being online once a month is not enough to build a credible employer brand. The result: Your site visitors lose interest in you, do not follow you and do not apply for vacancies.

Mistake # 3: Lots of bullet points
Bulletpoints are intended to make texts more digestible for readers. In social media profiles, however, they give the impression that you just wanted to fill out the text quickly. Therefore, write in continuous text.

Provide authentic insights into your company

A social media profile is always a good way to regularly publish company impressions. LinkedIn offers the “Corporate Culture” area for this purpose. This page is where you can literally bring your business to life. Monica Senefonte recommends taking the following aspects into account:

Embed videos to introduce your company. It is important not to show the product level, but scenes from everyday company life: Introduce individual departments to give applicants an insight into their potential team. Let your employees take up cultural aspects, e.g. B. how hands-on your company works. Different perspectives convey an authentic corporate image.

Post updates about the company. Are you currently preparing for a trade fair? One of your teams has just successfully completed an important project? Then tell this to your community and your site visitors.

Upload company photos. Use photos to provide insights into your everyday life, projects and teams. This will bring you closer to the atmosphere in your company and position yourself as an attractive employer. Possible motifs are: official events, office animals, the office building, employees at work or during the break.

Bring employee perspectives in the form of articles. When companies write about themselves, it's good. But when employees examine a topic from their perspective, it allows an even better picture of the company. Why? It doesn't look stilted or promotional.

Tell us about your social commitment. If your company is socially committed or pursues some other kind of charity, the world is welcome to know. This shows potential applicants that your focus is not only on profit, but also on socially critical issues.

Score with top candidates

Strengthen your social media presence with a good candidate experience. In this webinar recording, we will give you practical tips on how to do this.

The profile alone is not enough. Take action.

Your profile is up. Now you need to take action. Monica Senefonte advises smaller businesses to post up to three times a week. Larger companies and corporations should publish articles on a daily basis - possibly several times a day. This increases your chance of appearing at the top of your followers' stream.

Tip: The LinkedIn algorithm likes likes, but comments even more. They're a lot more influential when it comes to getting to the top of your followers' homepage. A few comments from your employees are enough to achieve this effect.

You should post this content

In addition to product information, publish company news and share employee stories. These can be photo series, thematic articles or videos. Possible questions that you can answer with the employee content: What motivates your employees every day? What are their success stories? What do you value most about your job? This underlines your company values ​​and shows the freedoms your employees have with you.

At Personio, for example, we are introducing “People @ Personio”. These are short videos that each show an employee and their work. We not only integrate these videos in our blog or on YouTube, but also share them on social media at regular intervals.

A company page on LinkedIn is not a solo work by HR. The marketing team should also be involved. Because content such as industry information and tips should be part of your content mix on social media. This content is not created by the HR department, but by the marketing team. So work together across departments to coordinate the social media editorial plan.

In any case, your content has to be instructive, engaging and engaging in order to have an effect on the other person. Only if people find your content entertaining, instructive or even funny will you be interested in your company page and follow you.

Alternate the format, e.g. B. Photos, texts and videos. According to Monica Senefonte, videos generate the most engagement. These do not have to be made by a professional. Usually a smartphone and a good concept are enough to present your corporate culture on a video. At Personio, for example, we made our office dog, Louis, the main actor. You can find sample videos on this page.

You can see which content and which format works best in the analysis data of your company profile. For example, you can see how often members have interacted with your posts and how many people have viewed them on the homepage.

Warning: Personal opinions are just as inappropriate in company posts as politics and religion. Your contributions should also not contain any confidential information. If in doubt, speak to the legal department or management if you are unsure.

Your employees are the best marketing machine for your employer brand

Use your employees as advocates of your employer brand - this also includes you as a recruiter with your private profile. Monica Senefonte recommends the 70/20/10 rule for this. 70% of the posts should be business related, e.g. B. News from the industry. 20% of employee posts should be company-related, i.e. open positions / news / projects / events - ideally with a photo. 10% of the employee content posted should again be personal - but still professional - e.g. B. what motivates your employees.

Reach more candidates with hashtags

With hashtags you can expand your reach even further. You have four options for this.
1. Employees tag your company name: Every employee post appears on the start page of your followers. This strengthens an authentic corporate image.

2. Create a unique hashtag: LinkedIn members can follow this hashtag, use it themselves and see all posts that have been tagged with this hashtag in the hashtag stream. Your company will be associated with this hashtag and you will create a stronger recognition value.

3. Link individuals or other companies in company posts with an @: This individual's contacts and followers on the other side of the company will automatically see your post and you will reach more people. This is particularly useful in cooperation and partnerships.

4. Use popular hashtags: In this way, you can reach even more people and draw attention to your employer brand. You will appear in the stream of this hashtag and will be seen by the people who follow this hashtag.

This is how you can actively use your profile in the recruiting process.

Start small: Post all vacancies on your company profile and share them with your community. The same goes for your private profile. Network with as many candidates as possible and use them as the first source for your recruiting. Be active and post company information as an employee via your private profile.

Tip: For positions that are relevant but difficult to fill, e.g. B. Head of Finance, paid advertisements are also worthwhile. This allows you to determine more precisely who sees your job advertisement and increases the likelihood of finding a suitable candidate.

LinkedIn also offers two options for active sourcing: the free one and the paid one. With the paid version, you need a license for a recruiting account. You can use several filters within this account to find suitable applicants for your position. Under this link you will find a list of all functionalities and instructions with which you can get the most out of your recruiter account.

But you can also go a long way with the free alternative. Search for “People” in the search field and then go to “All Filters” at the top of the window. In order to find suitable candidates, there are several options available to you, e. B. Industry, location or title.

Monica Senefonte

Monica is a social selling coach at Tricycle Europe. In this role, she helps and trains your customers to achieve different goals with the help of social media. Tricycle Europe supports companies worldwide in the digital transformation in the areas of marketing and sales.