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5 Important Rules for Recruiting a Role via LinkedIn


LinkedIn is becoming one of the most efficient and effective ways to recruit new staff. With its reported user base of 3 billion professionals, finding a perfect match can be a challenge and a time consuming exercise.

LinkedIn itself admits that recruiting on the platform can be tough, saying, “At this very moment we have around 6 million jobs posted. That’s a whole lot of jobs popping up in front of candidates and a whole lot of competition.” The question for your business is: How does your job role achieve cut-through?

Here are 5 important rules your organization can take into account when recruiting a role via LinkedIn.

#1: Revisit and update your Company Page, as well as your personal profile

One thing to be aware of when posting job roles on LinkedIn is that jobs need to be posted from individual member accounts, but can be associated with your Company Page. This means it’s important to check both for tone and messaging, to ensure they meet your current organizational brand guidelines.

You might consider enhancing your candidate exposure by select the box next to “Show my profile” on the job post and choosing to display your LinkedIn profile on the posting. LinkedIn research suggests that showing your profile summary in the job posting adds credibility to the job role.

Your organization’s Company Page is there to assist potential hires with learning more about your business, brand, products and services. It’s an essential ingredient and tool to utilize when pitching for the best talent. Make sure you check out LinkedIn’s tips on how to create an effective Company Page.

Also, consider sharing your Company Page information/administration with other stakeholders including your HR department. Include several admins to the page, in case of “lost access” due to an employee changing roles down the line.

Consider your competitors for this job role and look at how your page compares; view public information in a critical way, and adjust accordingly and make sure your content is dynamic, mobile-friendly and succinct. Make your job role seem as attractive as possible.

#2: Make sure you create an effective job title

Before taking a new role to the market, make sure your HR department has researched current job titles for best candidate fit. How a role was positioned three or even one year ago might need updating, as the digital world shifts. You need to ensure you make the job role title easy to understand for candidates outside of your company, and select something with good industry fit.

When recruiting via LinkedIn, as you type in the job title, you’ll see a list of standard title suggestions. It’s essential to choose the appropriate title from the dropdown that appears. LinkedIn has now been updated to include advanced “recommendation technology” that will give you suggestions throughout the job posting based on the job title you provide.

Something else to take note of, according to HR expert Leonard Palomino is that using phrases like “rock star,” “ninja,” and “guru” is not best practice as they are “easily misclassified by search engines and can negatively impact the relevancy of your job description,” this is particularly relevant when posting via LinkedIn.

On the job posting page, LinkedIn allows you to select up to three job functions and company industries; consider these carefully. Note that the employment type and seniority level are auto-populated based on the job title you provide.

#3: Share the job posting via your network

You and all your colleagues can easily share a newly created job posting with their networks on LinkedIn – as well as via other social media networks. Jobs that employees share get 30% more applications, according to digital and content marketing firm Fronetics.

Consider your employees as brand advocates. They are the ones who will potentially be able to put an authentic “face” to your company, making it more desirable, and trustworthy. Here is a description from LinkedIn on how to share a job posting.

All that’s involved is clicking on the job ad and selecting the Share icon and the chosen social platform. With this share function, your network can add an additional comment to the job ad and share to a Facebook account, Twitter or Google+.

Another thing to do is to make sure you list the advertised role via the LinkedIn Post Jobs feature. Your network will be able to amplify the job ad on the platform and off it by clicking the share arrow near the job role’s title on the page.

Many organizations will also list the job role on their company website, including a robust Call To Action which might compel the audience to share the content across social. It’s good to provide an incentive to current staff to assist in the recruitment phase by tapping into their networks – often a monetary incentive is appropriate if their referral leads to a hire.

#4: Use InMail to reach a new pool of candidates

To reach out to a specific candidate that sits outside of your LinkedIn network, you’ll need to use InMail – where messages are sent directly to another member you’re not connected to. If you have a basic or free account on LinkedIn, you’ll need to upgrade to Premium to use the InMail function. In some cases when posting a job, LinkedIn will give you five free InMail messages to start you on the process.

Apart from the five free InMails, you will receive a specific number of credits based on your subscription type, found in Manage Your Account. It’s now possible for recruiters to reach out to potential candidates who haven’t applied for the job but who you feel might be a good fit. When contacting potentials, send a personal message, refer back to the Company Page and explain why you think they would suit. Be sure to include a link to the job post.

Be aware that InMail messages sent on Saturdays are 16% less likely to get a response than those sent during the week, according to LinkedIn Community Guidelines. InMails sent on Thursday mornings between 9am and 10am are 12% more likely to get a response than those sent on Friday during the same time. Be timely with your contact.

#5: Consider using a ‘pay per click’ campaign to increase visibility

Your ‘first-degree’ network will see your job ad as an update on their home pages (unless Privacy Controls are enabled) but consider using ‘pay per click’ to gain more traffic if your budget allows. Promote and publicize your update to a targeted group and set a ‘daily average budget’ which is generally charged by the number of job views you receive.

With any paid campaigns, there are caveats you need to be sure you’re familiar with, such as who can see your job post, how you will get charged if someone clicks the ad, and what happens after you reach your daily budget. Remember that your job ad will be posted until you close it, or after six months when the job automatically closes – but you can also close your job ad at any time.

It is possible to edit your job post even when you have a paid campaign running, so if you’re not gaining the sort of traction you were hoping for, or if you’re attracting the wrong type or level of candidate, then remember you can change everything in the job description, except for the job title and location. Here’s how to edit your job post.

Your LinkedIn recruitment strategy can also be supplemented

Although LinkedIn on its own provides an increasingly effective way of reaching out to potential candidates, remember that it’s also a good idea to augment your campaign by advertising a job role on other platforms, including job boards like Use the 5 strategies above when creating a job on LinkedIn and make sure you do your own research before going live.


Yvette McKenzie is a content marketing and media specialist with online education brand Upskilled. She is passionate about new technologies, accessible education, social media and worldwide job market trends.

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