Does your company use LinkedIn for employer branding?
If you say yes, then you need to read this blog post and listen to this episode of my podcast.
I recently took a Social Media Examiner course by LinkedIn trainer Michaela Alexis and learned great tips and points how to use LinkedIn for building and growing a loyal community on LinkedIn for myself and my business. Some of the tips, I felt I was able to convert into employer branding context for you guys.
Carry on reading this post and then listen to the rest of the tips on my podcast episode below.
Your employer branding strategy on LinkedIn must include personal and company profiles
LinkedIn is probably the world’s largest virtual business networking event. And that’s exactly how you should think of it. An event.
We attend events for social and entertainment purposes. Even learning in an event is much more fun if it has some social and entertaining elements in it.
That’s why you want to use both personal profiles and the company page.
This is what I learned from Michaela Alexis:
Your personal profile is you shaking hands and introducing yourself at the event.
It is great for having those light conversations when we are getting to know each other to figure out if we can trust each other.
Then comes the question: So where do you work and what do you do?
That’s where you pull up your business card or direct the person to your company booth at this event. Now you are qualified to talk more about business and work.
Your employer branding strategy on LinkedIn needs to include both your company page and personal profiles of key employer brand stake holders in your company. Those would be people such us talent acquisition, HR, hiring managers, business managers and directors, people working with on boarding and ideally also some of your existing employees working in positions you hire the most to or in teams you hire the most to.
If your strategy is only your company page, it easily looks like a dead end booth at the event which no one finds and no one visits.
If your strategy is only personal profiles, then your strategy becomes your employees’ personal branding strategy.
Your employer branding strategy on LinkedIn needs both.
How to use LinkedIn for employer branding?
(1) Optimizing your personal profiles
Optimization is often for SEO reasons but you want to optimize the first impression as well.
Here, you might want to consider a coherent look and make sure your employer brand key messages come through in all of the profiles of those people who are chosen and who have accepted to have a role in your employer branding strategy on LinkedIn.
Imagine how powerful experience it can be when the look and feel are the same across key stakeholder profiles, and they match with your company profile.
What you need to optimize are:
- Images should be good quality and express the culture of your company and the personality of the person in question. They should also be approachable. After all, this is a networking event and you want people to feel welcome to take contact with your employer branding stakeholders.
- Headlines need to speak directly to the audience you want to attract. Tell what you can do for them: Who you are | Your unique value for them.
- About description is an introduction, not a CV nor a cover letter and definitely not in 3rd person. Make it short, but sweet. Who you are, why you do what you do, what you have to offer and how to get in touch with you.
- Featured section could be your game changer. Did you know you can post even a few minute video intro where you address your target audience directly? Think of it as the first hello and tell how you can help your talent target audience.
(2) Optimizing the company page for employer branding
Many organizations we have worked with have already decided LinkedIn to be their primary or even only social media for employer branding.
If that is the case with your company too, you need to optimize your only employer branding media for employer branding.
What you need to optimize are:
- Cover image needs to express who you target. It should definitely not have anything else but human beings on it.
- Tagline (under your company name) needs to tell what your company page visitor can expect from your company page on LinkedIn. If your profile is for employer branding, then it needs to say how a visitor can experience your employer brand on your company page.
- Your custom button should be targeted to your career site instead of your company home page.
- Did you know you can select three (3) hashtags for your company page? Those are for search purposes, how people might find your company page when they search on LinkedIn. So use the 2 out of 3 for what your target audience searches on LinkedIn and then the last one should be unique to your company. And remember, from employer branding context!
- Company overview should summarize your company mission or EVP, your talent target audience, how your company makes life better for your employees and what you want your talent audiences to do next. If you want them to follow, subscribe to anything or send an open application, call for action here.
(3) Using the available features for social media and content marketing
There are tons of options how to post on LinkedIn today, and not only on your personal profile but also on the company page. Here are my favourite ones that I think work really well for employer branding:
- Behind-the-job-scenes videos to give the opportunity to show the vibes of your workplace and people.
- Educational videos or snippets of them.
- Employee testimonials – work well in text, image and video format.
- Interviews of team members, hiring managers and talent acquisition.
- LinkedIn Stories (mobile only) to promote new blog content, new employees and employee spotlights.
- Photos and text posts on your key employer brand themes.
- Employee transformations (career stories with a transformational angle).
- Polls and questions to engage your followers.
- Celebrations such as work anniversaries, welcome to the team, new positions and employee recognitions.
(4) Content curation under sub-page
Did you know you can find mentions and content curation opportunities on the company page under “Trending Articles” tab?
Everytime when someone mentions your company, you can find those posts here and can share forward.
LinkedIn analytics for employer branding
You don’t want to forget about analytics for employer branding. Even though LinkedIn analytics are not that great and require quite a bit of manual admin, you should still pay attention to your relevant new follows (not all, but relevant), visitors to your company page and your content impression, click through and engagement rates.
These should be tracked and traced periodically to catch trends.
What’s interesting is when you go to followers and scroll down, you can find who started to follow you, when and how relevant the follower is to your employer branding.
Listen to episode 80 of the Building a Modern Employer Brand podcast
I recently took a LinkedIn course thought by LinkedIn trainer Michaela Alexis and offered by Social Media Examiner. Some of the tips were so interesting I converted those into the employer branding context and share them with you in this episode of the Building a Modern Employer Brand podcast.
In this episode:
- Optimizing the company page for employer branding.
- Ideas what to post on your LinkedIn company page for employer branding.
Episode-length: 25:08 min
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Click on the link and you will be directed to the Building of Modern Employer Brand -podcast. Click follow there and you will be notified weekly on a new episode!
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