Top 5 Linkedin Hacks for Recruiters
If you are like me, having been in the recruitment industry for many years, you probably consider yourself pretty familiar with Linkedin. After all, it’s the go to platform for recruiters everywhere, who use it to source candidates for roles, research companies they want to do business with and keep an eye on what the competition is doing.
You are probably also aware that there seems to be a million and one ‘Linkedin experts’ out there at the moment promoting the ‘secrets’ of the platform via various paid advertising, InMail or email marketing campaigns. I certainly am, as I registered with dozens of them over the last few weeks in researching this article! What I have managed to do as a result (apart from clog up my inbox with automated messages) is to condense this never ending stream of advice into 5 really useful tips for the Recruiter who knows Linkedin already but perhaps isn’t aware of some of its capabilities, recent changes and what other industries are using it for.
1. Let the Algorithms help you
Did you know that, back in 2019 Linkedin updated their algorithms to reward ‘engagement’? No, neither did I until recently, but apparently this means that posts with more comments, likes and shares from ‘people you know’ (1 st level connections in Linkedin terminology) get higher view rates. This means that if you want your content to reach the most people possible (and who wouldn’t?) encouraging people to interact with your posts is the best way of achieving this. It appears the actual algorithms themselves are a closely guarded secret (even my contact at Linkedin couldn’t clarify specifics!), but it’s safe to say that if you get your audience to engage with your content, more people will see it. One good way to do this is to tag relevant people in your post, which is also a cunning trick to ensure they read it! If you want to find out more about the Linkedin algorithm changes and what they mean, check out the article from Hootsuite here
2. Link posts & articles to your own website / blog
I don’t know about you, but I’ve been happily posting on Linkedin for years without thinking about linking the content I wrote to the website of the company I worked for. In bigger organisations this is only possible via the marketing team, but for many SME firms, it’s quite likely you are able to do this directly (especially if you own the business!). Why does this matter? If you want to get a better understanding of how effective your posts have been in engaging your audience, apart from checking the number of views within the platform itself, (which is really just for vanity purposes), clicks that drive traffic to your website/blog can help you do this. It’s much easier to measure who has visited your own site than within Linkedin itself (which you can’t control), and you can also implement a conversion strategy from a site you do have ownership of.
Another tip in this area is to put the link to the post in the comments section rather than the body of the post itself. This is because Linkedin don’t want users to leave their site, and the algorithm penalises posts that do this. Putting the link in the comments section gets around this, meaning you can still get increased views AND drive traffic to your site.
3. Don’t neglect your Company Page
While your personal profile on Linkedin is still by far the best account to post from – if you are trying to build trust with your audience, your content needs to be authentic and persona to you – your company page is also worth considering from a Business Development perspective. In recent months, Linkedin has made some changes to what information you can get from your Company Page, with the most important one being that you can now view all your followers’ profiles. The new “Analytics” tab on your Company page (see the example below for how to access this) allows you not only to see who is following your page, but also the demographics and locations of these followers, which can be great for starting a BD list. You have the added benefit of the people you then approach already know of your services and are seeing your content, making for a much warmer marketing call. Don’t forget you can also invite your first level connections to follow your Company from this page (although you do have to be the administrator for this function – very useful for Business Owners!).
4. Make your profile audience friendly
As recruiters, we have all written a profile that displays our experience and key services. However, have we been writing this for our benefit or for our audience? Chances are it’s the former, with most profiles I read outlining their core responsibilities in a role much like a resume. What your audience wants to see is what problem you solve that could be of benefit to them, so bear this in mind when crafting yours – particularly in the ‘About’ section, which is probably the first thing people will read beyond your title. One tip here is to get to the point early, as only the first 200 characters are shown on every view (ie. without the user having to click the ‘See More’ button). As one of the Linkedin ‘evangelists’ I’ve interacted with in researching this article describes, “It’s YOUR profile, but make it about THEM”. Thanks James Tuckerman, I owe you one!
5. Make time to share the love
Recruiters are often very busy people, managing the candidates’ expectations, shortlisting, arranging interviews and closing the deal, as well as prospecting for new business are all components of a typical day. Yet finding the time to regularly interact with your network on Linkedin can often be of more benefit than blindly cold calling anyone remotely in your market. One tip I’ve come across (and implanted myself) is to spend 10 minutes each day just liking and commenting on posts from OTHER people in your network. They will notice you and appreciate the fact you took the time to interact with their content (we all like attention, right?), which will usually pay dividends down the track when you approach them directly. One caveat I’d add here is that ‘likes’ need to be proportionate (don’t stalk people!) and comments need to be thoughtful and relevant.
In summary, the more I have researched this topic, the more I now appreciate this incredibly powerful platform we all talk for granted on a daily basis. By implementing all or even some of the tips above, you can take your audience participation to new levels, building trust and familiarity along the way. As American author and motivational speaker Zig Ziglar (true name!) once said, “If people LIKE you, they’ll listen to you. But if they TRUST you, they’ll do business with you.” In the digital age, and particularly on Linkedin, remember these sage words when planning your posts, and hopefully it will serve you well even in the challenging times we find ourselves…
Kevan Sangster is the Owner of KS Marketing, who provide content marketing strategy and content creation services to the Recruitment and Consulting industries. He has over 20 years’ experience within the Recruitment sector, as well as four years as a freelance journalist, and established KS Marketing in early 2020 to assist clients in growing their businesses via targeted and engaging content. More details can be found at www.ksmarketing.com.au