LinkedIn’s New Publishing Platform Revolutionizing Social Recruitment
LinkedIn is the largest professional social network. With more than 150 million users worldwide, the site has long provided an invaluable resource to recruiters: a dynamic network of resumes, endorsed by colleagues and connected by 2nd or 3rd degree connections.
For a long time, though, the site was missing something that drives traffic to social media sites like Facebook and Twitter: content.
But all of that has changed… and recruiting will never be the same.
Candidates & Recruiters: Finally On The Same Page
Back in October of 2012, LinkedIn began offering its own content via “Influencers”—a move that has increased site traffic eightfold, according to LinkedIn’s executive editor, Daniel Roth. Just this February, the company announced on its official blog that it would be opening up the publishing platform to all of its members, starting with 25,000 members and then slowly expanding it to multiple languages over upcoming weeks and months. With the publishing platform open to all of its users, traffic will only continue to grow, increasing the opportunities for candidates and recruiters to connect online.
Just Another Blog?
Not exactly. Unlike other social media sites, LinkedIn is a platform for individuals to share their professional voice. Once a post is created, it will be integrated with the professional profile alongside the resume, connections, and endorsements. For candidates, this is an opportunity to build a cohesive portfolio online. For recruiters, it means quickly identifying the passions, writing skills, and expertise of potential candidates.
Candidate profiles aren’t the only ones on display though; all companies should be developing a strategy for how to use LinkedIn to market their brand. The benefits of a strong brand for talent acquisition is long established: simply put, companies with strong brand presence are more likely to engage and retain top talent.
Tips to Make The Most Out Of The New Publisher
- Involve your CEO: As leaders of your company, they are your brand ambassadors. Leverage them to build a strong voice for your company online.
- Share your business’s expertise: Your insights and thought leadership will engage candidates and spark professional conversations that will in turn strengthen your network.
- Don’t bore readers with walls of text: It’s tempting to restrict content to text when maintaining a professional tone, but in order to truly engage readers you will need to include images and video.
- Connect with the right readers: One of the big perks of the new platform is being able to see demographic analytics about who is clicking on your content. This means you’ll be able to review whether your content targets the right professionals.
Get Ahead Of The Curve
The new publisher isn’t available to everyone yet, so there is still time to build your network by joining groups and updating your profile. In the meantime, develop a strategy with your HR team to leverage this new tool to access top talent at no additional cost.