Love it or hate it, social media is an extremely effective employer brand development tool. I mean, not only does it offer you a huge potential audience of about 760 million users, but it is also free, which makes it the ideal tool for smaller businesses with smaller budgets. Having said that, developing an effective LinkedIn recruitment marketing strategy is quite necessary, especially at a time like this, where acquiring qualified talent has become almost impossible for many organizations. Being a network where job seekers typically look for jobs and also maintain social connections, LinkedIn should take priority on the agenda of talent acquisition professionals. But how can you come up with a solid LinkedIn recruitment marketing strategy? Well, here is how;

Create a content-sharing schedule for the company’s LinkedIn page – the thing is, those followers on the Company’s LinkedIn page are your ready-made audience, you know, those people with whom you can share your content. As most probably your marketing team already uses the platform to look for leads and create awareness, how about you consider incorporating employer branding content in this particular schedule. Ask yourself, when does the employment content receive better engagement? Or, what is the best time of day to post? You see, with this data, you will easily come up with your schedule. The key here is to ensure that you are consistent so that your audience knows when to expect to hear from you.

Transform your employees into brand ambassadors – once your employment content is on the LinkedIn page, be sure to encourage your employees to share it as well. This is important for two reasons; one, you will be able to reach a larger network of people, and two; referrals tend to make a high-quality source of talent, given that people tend to trust the brand more if they hear about it from a person they know. So, you need to encourage your colleagues to keep sharing the recruitment content either on the company’s LinkedIn page, or their own Pages, but must redirect the audience in their pages to the company’s page.

Utilize sponsored content – if resources allow you, you can also think of sponsoring your LinkedIn content and running targeted campaigns, as it will not only help you increase your reach, but will also get your content in front of your desired audience. For instance, let’s say you are planning to expand your software development team but have been facing challenges in attracting technical talent, the best thing to do will be to come up with a campaign that promotes tech careers, and ensure that you set the targeting parameters to deliver the campaign to those individuals with the skills you are looking for.

Set up career pages – we highly recommend that you attach your career sites to your LinkedIn company page, where the page will act as a destination for the candidates to learn more about your job opportunities. It’s the best way to showcase your culture and at the same time build your employer brand on a separate page.