When we suggest that recruiters invest in their team’s LinkedIn profiles, we sometimes get the furrowed brow and you can see the ‘why?’ in people’s eyes. Well, the answer is deceptively simple but needs a little explanation. The short answer is because it helps create a relationship with your clients. The ‘how’ is usually the cause of those furrowed brows.
How Do We Suggest You Invest in LinkedIn?
If you are in the recruitment space, your company page does a lot more than represent your brand on LinkedIn. I am sure that you’ve made yours all shiny and branded up the hilt, and so you should; it is indeed a part of your overall brand. If you’re looking to make the most of this platform, you will want to ensure that the page creates the right perception—everything from the branded header to the strapline you use to the company description matters. What people sometimes don’t fully appreciate is that it can also be a gateway to your business.
Let’s do a little reality check. If a prospective client was going to do a search for a recruitment partner on LinkedIn, they’re not just going to look at your business page and stop there. If you had a business that operated on a single touch, single sale, kind of process, then brand is probably enough to gain the trust of the buyer. Recruitment isn’t selling t-shirts, though. It is an industry that is in the business of people. With that in mind, I think we could all agree that the likelihood of that potential client checking out the individuals behind your brand would is quite high. Your company page is a gateway to your team.
So, your client completes their search and now have a list of the people in your business in front of them. At this point, the LinkedIn profiles of your team have become a lens through which the prospective client is viewing your brand and the professional standing of your business.
So, Does it Matter if Your Prospects Look Through the List of Profiles?
It’s a good question; after all, the client is engaging with your team, so that has to be good, doesn’t it? Well, maybe. What is exposed after that client searches your team could do you more damage than good! Are the profiles creating the right perception of the person or the opposite of what your clients would expect? Do these profiles communicate a message that is completely different from that of your brand?
What are they going to see? What is the perception? What are the first impressions being created through those profile pictures? Has it already become clear who they will be dealing with and has the level of trust that is at the core of the recruiter/client relationship already starting to build?
“PEOPLE BUY FROM PEOPLE”
Personal branding is a two-word phrase that is everywhere at the minute for a very good reason. If you, as the employer, help your team (and yourself) shape a good LinkedIn presence, you are extending a positive contact to current and prospective clients. Essentially you are giving them the tools to represent you and your business. As recruiters, LinkedIn is a tool they should absolutely be making use of.
Think of it Like a Business Card
Humour me and think about what’s most prominent on the business cards you’ve seen recently. Is it the name of the individual, or is it the brand they represent? When you hand over a business card, it matters in that moment. The look and feel of the card can help shape an impression of you. It says something about you as a recruitment professional. A sturdy card made of quality material that shows off a classy design gets noticed for the right reasons. A flimsy card that’s poorly cut and lacks visual impact gets noticed, but for very different reasons. It’s a split-second thing – but it adds to the impression made.
We all exchange business cards, but as soon as we let go of one we all know that it will probably go into a pocket. Then maybe onto a desk for a while until it goes into a drawer and ultimately into the bin. Maybe along the way, the client will put you on a contact list or maybe not. Even though we all know this, nobody ever says, “I don’t want to invest in business cards for my team”.
LinkedIn is kind of like that business card was in front of the prospect consistently – they might still not remember the name of the individual, but I guarantee they start to recognise and remember the brand.
Staying in Front of Mind on LinkedIn
Another question that is sometimes raised about whether it is worth investing in Linkedin profiles for your team is ‘surely good recruiters will be connecting with clients and finding candidates whether they invest in their LinkedIn presence or not’? Of course, they will. Then if they leave your business, those connections tend to go with them. OK, again, this is true, but that is going to be the case anyway, with or without good LinkedIn profiles. By investing in their LinkedIn profiles, you are also putting your brand and brand values in front of the client. That particular recruiter may move on, but the brand doesn’t.
Get your message right as a business, communicate it via your company presence, and invest in the education and presence of all your team so that they also share those messages with their network. It’s an absolute no brainer. The algorithms that exist within LinkedIn decide who sees what, and they prioritise the content coming from personal profiles over company pages. So, by getting your workforce to engage with your content, you are tapping into a resource where you know you will be engaging your target market! If, as they should be, your team are connected to your clients on LinkedIn, you’ll see the difference in your stats. OK, so your follower count on your company page may not go through the roof overnight, but the reach of your posts will!
You could achieve the same reach through paid advertising on LinkedIn, but this is a service that comes with a hefty price tag. While it may initially boost your visibility, the truth is that it will require constant maintenance and that means constantly having your hand in your pocket. Even if you do spend on LinkedIn advertising, your workforce will still be making connections with the people you should be targeting. They will be building networks that could go untapped by the algorithm controlling the ad placement.
Investing in educating your team on how best to use their LinkedIn profile as a part of the recruiter’s toolbox will pay dividends. Make it so that your employees’ presence on LinkedIn not only engages their connections but also drives them towards your company page, and you will start to turn your targeted clients into followers of your company page and, therefore, your brand.
You have the ideal distribution channel at hand – you and your recruitment team.
All you have to do is leverage it.