The power of LinkedIn profiles in promoting your employer brand
Businesses who wish to attract top talent and give potential recruits a valuable insight into what their company is like to work for should pay special attention to their LinkedIn profile.Last year’s global Job Switchers survey sought to discover the biggest concerns and challenges faced by professionals who were seeking to change jobs. It found that “Not knowing what it’s really like to work at the company” came top of the list; a concern shared by almost half of respondents.
One of the main objectives of your employer branding strategy should be to try and address this concern; in other words to give a realistic and compelling picture of what your company is really like.
So how should you go about this? What platforms and strategies should you use to get the message across? Companies that are actively engaged in social media are 58% more likely to attract the best talent - and are also significantly more likely to retain them. For the majority of businesses, LinkedIn is the platform of choice for employer brand promotion. Your profile on this platform demands special attention, so here’s how to maximise its potential as an employer branding tool…
Focus on culture-led content
“What’s it like to work for you?”. This is the key question you are seeking to answer, so the ‘Recent Updates’ aspect of your LinkedIn profile should be rich with the type of content that provides answers to it. Here are some of the types of updates to enrich your profile:
Employee stories. Video is a useful medium for this. In short personal snapshots, employees could describe what attracted them to the business in the first place, whether and how their expectations have been met, their favourite things about working for your company - and how they have developed since joining.
Virtual tours. Why not showcase your new lab or serviced office, including everything it has to offer for new starters? A video tour is a highly effective way of giving an authentic picture of your workplace.
Case studies. Conventionally, these are used most often in the context of marketing to clients. But they can be highly useful for employer branding, too. Using real life examples, you can illustrate your processes, how the team operates - perhaps highlighting how tasks are delegated and how much scope there is for innovation and autonomous working.
Posts focusing on corporate social responsibility and community outreach. Culture tends to be closely related to company values. Cone Research found that more than three quarters of people prefer to work for a socially responsible company; in the minds of many employees, the fact that an employer is socially responsible is a useful indicator that it is also likely to treat its employees fairly. Posts, articles and updates relating to voluntary work, charitable giving and similar social concerns can all help you to define your values.
The power of employee profiles for supporting your employer brand
It’s not just your company profile that you should focus on. Research suggests that readers are three times more likely to regard information as trustworthy if it's from individual employees, rather than from the company itself.
Encourage employees to contribute to the conversation about your employer brand, by sharing company content on their own profiles and by providing their own authentic ‘take’ on what you are like to work for. This could be through long-form articles, for instance, as well as brief snapshots and updates on what’s happening.
Finally, make sure you have the right platform in place for creating a consistent, compelling message and for co-ordinating what’s happening across all platforms.