LinkedIn Strategy for Recruiters

The number one question recruiters should ask when developing their LinkedIn strategy is “What is the impact and alignment of the strategy to the employer branding goals/objectives?”

Start by looking at three key criteria;

  1. Strategy:  the plan that marries your business objectives and your business insights to your users
  2. Enablement:  active commitment to becoming a social business and making social a part of the company DNA
  3. Content:  Storytelling!  What you’re saying must pass the “Who gives a crap” test!

LinkedIn is a powerful tool and critical addition to your employer branding strategy.  It goes beyond “status updates” or “push information”.  When creating your plan ask yourself:

  • How will the platform tie into the overall social media/employer branding goals?
  • What should my feed to look like in the long run?
  • How do I “keep it real” and engaging to people vs. pushing the same information that everyone else does?
  • Why am I on LinkedIn?

Once you have a strategy in mind you can now put together your plan.  The strategy outline is:

Drive conversation, create brand advocates and engage social-minded users while establishing yourself as an expert in areas outside of “filling requisitions”.


  • Drive traffic to the corporate website and/or landing pages without posting links to jobs and asking people “Interested” or “Looking for a Job”.
  • Utilize Showcase Pages to promote specific areas of your employer brands.
  • Create Pulse articles that highlight your topical expertise within recruiting and provides content for your community.
  • Post industry articles and content relevant to your corporate industry and the recruiting function…always provide your opinion on the content.
  • Create and/or join groups that are in line with your business to establish you as a brand leader.
  • Participate in conversations within groups, company pages and community postings.

Business Statement:
I will use the LinkedIn community as a platform to interact with (fill in the blank) and engage peers on a professional level regarding our employer brand.

Target Audience:

  • Key talent / community members
  • Users you know on a professional level, who are less likely to interact on Facebook , Twitter, etc…

Compare stats, activities, connections and interactions.  Gage your interaction/adoption because it is more important than just obtaining followers. 

What works and what does not work; measure against current stats (if available) and pay attention to:

  • Increases in engagement (likes, shares, followers added)
  • Are you reaching your target audience?
  • Who are your advocates/fans?
  • Goal achievement and relevance.

This article was edited in April 2015 to include recent LinkedIn tools and platform changes.

3 thoughts on “LinkedIn Strategy for Recruiters

  1. Alex,

    Not sure all of my social media efforts pass the “who gives a crap” test. I greatly appreciated participating (as a listener) in your presentation on this topic earlier this week and getting these notes as a follow up. Thanks for the tools to improve our social media efforts. – Jack


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