Thursday, April 7, 2011

How To Optimize Your LinkedIn Company Profile For Recruiting

LinkedIn offers companies the ability to provide more information about their organization via their company pages. On a company page, you can include information about your products and services along with information about job opportunities.

This is a relatively new feature, relaunched back in November 2010. Several Fortune 500 companies were part of the launch of this new feature including Dell, Eastman Kodak, JetBlue and Microsoft. But company pages are not exclusive to only large businesses—Harvard Business School, Rypple, Squarespace and other well-known, successful organizations have LinkedIn company pages.

Since one of the primary purposes of LinkedIn is career networking, it only seems logical to make sure your company profile is being leveraged as much for recruiting as it is for marketing. Here are five things to consider including in your LinkedIn company profile to attract candidates.

1. List job openings

This might sound very obvious but sometimes the obvious gets overlooked. Candidates expect job openings to be listed under the “Careers” tab on your LinkedIn company profile. Job openings should be current and link to information regarding how to apply. Here’s a great example from CVS Caremark Corporation.

As an example, if you select the first position, it takes you to a page with a job description, desired skills and company description. It also indicates how to apply, whether it’s via the company website or an introduction from a connection.

If the position selected doesn’t look like a good match, a candidate’s time has not been wasted—similar positions are listed at the bottom of the screen.

2. Employee profiles provide information

Eve Mayer Orsburn, CEO of Social Media Delivered, an international social media optimization firm that offers consulting, training and marketing services, says “90 percent of information in a LinkedIn Company Page comes from employee personal profiles.” As such, it only benefits a company to make sure its employees know how to use LinkedIn properly.

One of the places that information is aggregated is in the statistics section located at the bottom of the “How you’re connected” box on the Overview page.

This section offers some very valuable information, as reported by employees. For example, it includes annual company growth, years of company experience, as well as highest degree attained.

Orsburn adds, “If your company really wants to rule the LinkedIn universe and recruit top-notch talent, make sure all employees have completed and fully-optimized personal profiles to improve content and effectiveness of the company page.”

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