Suffice to say that Recruiters and Human Resources professionals are on LinkedIn everyday. It’s always open in their browser. And in order to target top talent, you should always be thinking about how to brand your company through the company page. In this post we’ll take look at some basic tips to empower your employer branding on the world largest business network.
Why LinkedIn is important for employer branding
LinkedIn is an essential tool for employer branding and should be part of your daily routine. It enables businesses to reach an incredibly large and diverse group of jobseekers while also keeping their organization front and center in the minds of current and potential employees. By utilizing LinkedIn’s powerful suite of features, employers can build a public identity related to their brand, showcase their products and services, create connections with influencers that can help bolster visibility, share content, and highlight employment opportunities. These activities all work together to build recognition for the company, which in turn strengthens its recruitment efforts by boosting the level of attraction it has with potential job seekers.
How to create a company page on LinkedIn
Creating a company page on LinkedIn can be an invaluable asset for businesses, helping to connect potential and existing customers with the company in a professional, streamlined manner. With LinkedIn, businesses can publish content to their company page and promote life at the company more effectively than ever before. Additionally, company pages are an ideal way for companies to showcase their company culture and company values as well as share client successes, which helps build trust among new visitors.
Other key benefits of setting up a company page include increasing website visibility and optimizing the company’s digital market presence. All this adds up to creating greater opportunities for engaging customers and building strong brand awareness, helping create long-term success across all of your marketing efforts.
Creating a company page is easy, just navigate to the “Work” tab in your menu and look for the link at the bottom.
How often to post on your LinkedIn company page
According to one marketing source I read, The ideal posting frequency for LinkedIn is two to five times per week, up to 20 times per month (mon-fri). It’s not recommended to publish to the platform more than once per weekday. This is because the algorithm will lessen the reach of multiple posts on the same day. So for maximum reach, once a day is best. There are also certain times throughout the day that are best to post to maximize reach. According to that same article those times are;
- Wednesday from 8–10 AM
- Thursday at 9 AM and 1–2 PM
- Friday at 9 AM
What to post on your company page
Posting content on your company page is one of the best ways to draw attention and engage with potential candidates. Content can range from stories about your staff or great jobs you are hiring for, to news and updates about what’s happening in the industry. By posting content regularly, visitors to your page will see that you are actively engaging with them and will be encouraged to keep connected. What else should you post?
- New hire posts that highlight someone who’s just been onboarded.
- Job of the week including the ‘why’ you should apply call to action.
- Day in the life pics of your people at work.
- Reasons to work there.
When it comes to actual images, real world images tend to do better than graphics when uploaded content along with the text description. Video files uploaded directly onto LinkedIn also perform well, and you can even add things like PDFs if you have something of deeper value to share. When it comes to image sizes the best format for a LinkedIn post is 1200 x 1200 pixels.
TIP: Got something important that needs more exposure? Use the ‘pin to top‘ feature so it remains at the top of your company feed.
Attracting Followers to your LinkedIn Company Page
Every page needs followers so be sure to invite your connections to follow your company page. The more admins you give page access to the more people they can invite on a monthly basis. Make an effort to do this monthly and your follower account will grow quickly. In addition, LinkedIn now lets company pages start their own newsletters so take advantage of the FREE marketing channel with a weekly or monthly newsletter.
Be sure to have your recruiting team add a link to the company page in their email signatures (as well as all your other social channels) so that people can find it easily. The more you promote your social media links the more people will click on them.
Lastly, LinkedIn lets you choose up to three #hashtags to be associated with your page. Choose popular ones that fit your industry.
Tips for using LinkedIn effectively for employer branding
Employer branding is an important part of any business and LinkedIn can be a great platform to communicate with potential candidates and describe their company. Companies should take advantage of LinkedIn to create a brand image, share open career opportunities and highlight employee stories. They should also focus on creating meaningful content that conveys their company values and culture, post regularly, engage with the right target audience and measure success through data. Optimizing branding initiatives on LinkedIn can undoubtedly help employers attract the right talent and promote their name as an employer of choice in the market.
By creating a company page and populating it with engaging content, employers can reach out to potential applicants and build relationships with top talent. Additionally, by connecting with other users and responding to comments or questions, employers give their brand a human face which makes it more relatable for job seekers. Finally, by following the tips outlined in this article, companies can use LinkedIn effectively to attract the best candidates for their open positions. Do you have any other suggestions for using LinkedIn as part of an employer branding strategy? Share your thoughts in the comments below!