9 ways to optimise your LinkedIn company page to attract top talent
Having a strong online presence is essential for attracting top talent. LinkedIn, the world’s largest professional network, offers companies a powerful platform to showcase their brand and connect with potential candidates. However, simply having a LinkedIn company page isn’t enough, you need to optimise it to stand out and draw in the best talent. Here’s how you can make your LinkedIn company page a magnet for top-notch candidates.
Your company description is the first thing potential candidates will see. It’s your opportunity to tell your story and convey what makes your company unique. LinkedIn allows for a 2,000-character limit, so keep it concise yet informative, highlighting your company’s mission, values, and culture. Use this space to showcase your industry expertise and explain what sets your company apart from competitors.
Pro tip: Use relevant keywords in your description to improve your visibility in LinkedIn’s search results.
2. Showcase your company culture
Top talent is looking for more than just a job, they want to be part of a company where they can thrive and grow. Use your LinkedIn company page to give a glimpse into your company culture.
Here are three effective examples your company can showcase its culture on LinkedIn:
Highlight employee stories and achievements: Share posts that spotlight individual employees or teams, celebrating their successes, career milestones, and contributions to your company. This humanises your brand and gives potential candidates a glimpse into the people behind the company.
Share behind-the-scenes content: Post photos or videos from company events, team-building activities, or everyday moments at the office. This can include things like company lunches, volunteering efforts, or fun interactions among team members, giving followers a feel for the work environment.
Promote core values and mission: Regularly share posts that align with the company’s values, whether it's through highlighting initiatives like sustainability projects, diversity and inclusion efforts, or how the company supports employee well-being. Engaging content that reflects the mission shows how the company is purpose-driven.
This not only humanises your brand but also helps potential candidates envision themselves working with your team.
Pro tip: Encourage your employees to engage with and share company content to amplify your reach and authenticity.
3. Leverage the ‘Life’ tab
LinkedIn’s “Life” tab is a dedicated space where you can showcase what it’s like to work at your company. While this feature requires a premium LinkedIn subscription, it offers valuable opportunities to provide in-depth insights into your company culture. Use this space to share employee testimonials, day-in-the-life videos, and stories from your team. Highlight your commitment to diversity, equity, and inclusion (DEI), and showcase any unique benefits or perks your company offers.
Pro tip: Regularly update the content in the ‘Life’ tab to keep it fresh and relevant.
4. Post regularly and consistently
An active LinkedIn company page signals to potential candidates that your company is dynamic and engaged. Ensure to regularly post updates about company news, industry insights, job openings, and employee achievements. Consistent posting not only keeps your company top-of-mind but also helps build your brand as a thought leader in your industry.
Here are three examples of how poor brand awareness can affect your company’s hiring process:
Attracting fewer quality candidates: Without strong brand recognition, top talent may overlook the company entirely. If potential candidates don’t know about your company’s values, culture, or opportunities, they are less likely to apply, resulting in fewer qualified candidates for open positions.
Time-consuming recruitment efforts: When a company lacks brand awareness, it often has to rely heavily on paid advertising to reach candidates. Failed advertising campaigns or unsuccessful hires due to poor brand visibility can result in wasted time and resources.
N.B. If you’re managing the hiring process internally, it's important to be aware of the hidden costs, both financial and time-related, when you’re not attracting the right quality of candidates. Engaging a specialist recruitment agency early on can save valuable time and effort, helping you find the right candidates faster and more efficiently.
Negative perceptions of stability and credibility: Poor brand visibility can make a company seem less established or reliable. This may deter candidates who associate well-known brands with stability and career growth, leading them to pursue opportunities elsewhere.
Pro tip: Mix up your content by incorporating a blend of articles, videos, infographics, and polls to keep your audience engaged.
5. Highlight employee advocacy
Your employees are your best brand ambassadors. By encouraging them to engage with and share company content on their social media profiles, you can exponentially increase your brand’s reach and authenticity. To streamline this process, consider using software tools designed for employee advocacy, such as:
Hootsuite Amplify: This tool allows you to curate and share content with your employees, who can easily distribute it across their networks. It also provides analytics to track how employee engagement is helping your company grow its online presence.
Sociabble: Sociabble offers gamification features like leaderboards and rewards to motivate employees to share content, making it an engaging way to boost participation and amplify your message.
Employee Advocacy by Sprout Social: Employee Advocacy simplifies the content-sharing process by giving employees a curated feed of approved content they can post with just a few clicks, helping to increase engagement and brand visibility.
Encouraging employees to engage with and share content not only boosts your company’s online visibility but also enhances trust and authenticity, as people tend to trust posts from individuals over corporate pages.
Pro tip: Create a branded hashtag for employees to use when posting about your company to create a cohesive brand presence.
6. Optimise job posts
When posting job openings on LinkedIn, ensure that the job descriptions are clear, concise, and aligned with your company’s brand voice. Highlight the key responsibilities, qualifications, and benefits, but also emphasise what makes the role and your company attractive. Include keywords that potential candidates might use when searching for jobs to improve the visibility of your job posts.
Why honesty is the best policy when creating and posting a job ad
Adopting an "honesty is the best policy" approach when writing job ads is essential for companies for several reasons:
Attracting the right candidates: Being transparent about job responsibilities, expectations, and company culture ensures that applicants understand what they are getting into. This minimises the risk of mismatched expectations, helping attract candidates who are genuinely aligned with the role and the organisation.
Building trust and credibility: Honest job ads foster trust from the outset. If candidates feel they’ve been misled during the recruitment process, it can damage the company’s reputation and result in negative reviews on platforms like Glassdoor. Conversely, transparency builds a positive employer brand.
Reducing turnover rates: When candidates are fully informed about both the positive and challenging aspects of the role, they are more likely to stay long-term. Unrealistic or sugar-coated job ads can lead to new hires feeling disillusioned, leading to higher turnover and additional hiring costs.
Pro tip: Use LinkedIn’s “Easy Apply” feature to make the application process as seamless as possible for candidates.
7. Engage with your audience
Engagement is key to building relationships with potential candidates. Respond to comments on your posts, and engage with those who interact with your content. This not only shows that your company is approachable but also fosters a sense of community around your brand.
Pro tip: Monitor your LinkedIn analytics to track engagement metrics and adjust your content strategy accordingly.
8. Showcase your commitment to DEI
Diversity, equity, and inclusion are increasingly important to today’s job seekers. Highlight your company’s commitment to DEI on your LinkedIn company page. Share content that showcases your DEI initiatives, such as employee resource groups, training programs, and community partnerships. This can help attract a more diverse pool of talent and demonstrate that your company is a place where everyone can thrive.
Pro tip: Feature stories and testimonials from diverse employees to provide authentic insights into your company’s DEI efforts.
9. Leverage LinkedIn analytics
Use LinkedIn’s analytics tools to monitor the performance of your company page. Track key metrics such as follower growth, engagement rates, and the demographics of your audience. This data can provide valuable insights into what’s working and what needs improvement, allowing you to refine your strategy and optimise your page further.
Here’s a breakdown of what the key LinkedIn metrics mean and measure:
Visitor analytics
Page views: The total number of times your company page has been viewed, including repeat views from the same person. It helps track the overall interest in your page.
Unique visitors: Counts the distinct individuals who have visited your page. It measures how many different people are engaging with your company, as opposed to total views.
Custom button clicks: Tracks how many times visitors click on the custom button (e.g., "Contact Us"). This metric is useful for measuring direct engagement and conversions.
Follower analytics
Follower growth: Shows how your follower count has changed over time. Tracking this helps measure the reach and popularity of your brand.
Demographics: Provides insights into the industries, job functions, locations, and seniority levels of your followers. This helps assess whether your content is reaching your target audience.
Engagement with followers: Tracks how well you are engaging with your followers through content they interact with (likes, shares, comments). It measures the strength of your follower relationship.
Pro tip: Pay attention to the types of content that generate the most engagement and adjust your content calendar accordingly.
Content analytics
Impressions: The number of times your content (posts, updates) was shown in users’ feeds, regardless of whether they interacted with it. It measures visibility.
Engagement rate: The ratio of interactions (likes, shares, comments) to impressions, reflecting how compelling and relevant your content is. A higher engagement rate suggests content that resonates well with your audience.
Clicks: Measures how many times users clicked on your content or company name to learn more. It indicates interest in specific posts and content types.
Reactions, comments, and shares: Tracks the number of likes, comments, and shares on your posts. These are direct indicators of content performance and audience interaction.
Talent brand analytics (For premium users)
Job views: Measures the number of views on job postings from your company. It helps gauge the attractiveness of your job ads.
Apply clicks: Tracks how many people clicked "Apply" on your job listings, giving insight into how well your job descriptions and opportunities appeal to potential candidates.
Competitor insights
Competitor benchmarking: Shows how your company page performance compares to similar companies. It tracks metrics like follower growth, engagement rate, and content performance, helping you gauge where your company stands in the market.
Conclusion
Optimising your LinkedIn company page is an essential step in attracting top talent. By crafting a compelling company description, showcasing your culture, posting consistently, and engaging with your audience, you can create a LinkedIn presence that not only attracts the best candidates but also strengthens your employer brand. Remember, your LinkedIn company page is often the first impression potential employees will have of your company - make it count.
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Don’t leave your brand's perception to chance. Enhance your brand with the help of our industry specialists. Contact us today to learn how our expert consultants can save you time and resources while connecting you with the right talent.
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Written by Melanie Brown, Marketing Executive, Ambition Group Australia.
