Optimize the Organization’s LinkedIn Presence
LinkedIn is more than an online space to store your resume.
Situation:
- Talent acquisition is undergoing rapid change. Organizations face greater talent scarcity, hiring volumes, and retention challenges. Organizations often embrace social recruiting as a low cost solution.
- LinkedIn is the most popular social recruiting network. Teams use it to follow talent, post jobs globally, and contact and screen candidates.
Complication:
- Despite its widespread adoption, few users use LinkedIn effectively. The average talent acquisition specialist struggles with incomplete profiles, and a lack of strategic direction, investment, and training.
- Meanwhile, leaders don’t know what hiring teams are doing online, and whether what they are doing is working. Despite the network’s growing maturity, few expect much from their LinkedIn presence.
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Our Advice
Critical Insight
- LinkedIn is more than an online spot to store your resume. The network is a business database you can use to find talent, collaborate, and develop the employer brand. Skilled teams coordinate their LinkedIn presence to share why their company is a great place to work.
- Free LinkedIn subscriptions are not a strategic disadvantage. Teams with strong searching skills, an optimized profile, and a focused network can outperform those with more expensive subscriptions.
Impact and Result
- Social recruiting promises lower time to fill, lower cost of hire, and a greater quality of hire. A hiring team with an optimized LinkedIn presence is in the best position to reap these benefits.
- Use the project blueprint to optimize the LinkedIn presence of your hiring team. An optimal LinkedIn presence:
- Empowers hiring teams with social media policies and an employer brand that provides strategic direction.
- Invests in the LinkedIn subscriptions that best meet the needs of the organization.
- Trains hiring teams on how to make the most of LinkedIn subscriptions.
- Tracks metrics that measure the direct impact of social recruiting on organizational goals.
Workshop: Optimize the Organization’s LinkedIn Presence
Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Module 1: Determine the LinkedIn Subscription You Need to Make the Right Investment
The Purpose
- Review the case for optimizing your organization’s use of LinkedIn.
- Establish metrics to assess the measured value of the project.
- Align your LinkedIn investment to your organization’s needs, and establish realistic goals for your presence on the network.
Key Benefits Achieved
- A persuasive case for right-sizing your LinkedIn investment.
- A clear understanding of the return on investment of your LinkedIn presence.
- A LinkedIn subscription tailored to your organizational needs.
Activities
Outputs
Use the LinkedIn Benchmarking Tool to analyze the value of your initiative
- A method to track the impact of your LinkedIn investment
Review your organizational goals
- Identify the problem that you are trying to solve with your LinkedIn presence
Identify critical positions
- Focus your LinkedIn efforts on activities with the greatest organizational impact
Assess the organizational risks of using LinkedIn
- An informed social media policy that mitigates the greatest risks of using LinkedIn for sourcing candidates
Draft a list of requirements
- Criteria to inform your choice of LinkedIn subscriptions
Assess the kind of subscription that meets the needs of your organization
- A decision about which subscription meets the needs of your organization
Module 2: Optimize Your LinkedIn Subscription to Ensure Quality Candidates Can Find You
The Purpose
- Review best practices for building a LinkedIn profile.
- Formulate key branding messages from your employee value proposition.
Key Benefits Achieved
- Improve the visibility of your organization’s LinkedIn profiles.
- Provide your hiring team with branding guidance for their activities on LinkedIn.
Activities
Outputs
Develop an action plan to promote your brand on LinkedIn
- Strategic guidance for your hiring team’s activities on LinkedIn
Coach your hiring team in best profile-building practices
- A hiring team with an increased visibility on LinkedIn
Coach your hiring team to grow their connections strategically
- A hiring team with a network that can meet organizational needs
About McLean & Company
McLean & Company is an HR research and advisory firm providing practical solutions to human resources challenges via executable research, tools, diagnostics, and advisory services that have a clear and measurable impact on your business.
What Is a Blueprint?
A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your HR problems.
Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.
Need Extra Help?
Speak With An Analyst
Get the help you need in this 2-phase advisory process. You'll receive 4 touchpoints with our researchers, all included in your membership.
Guided Implementation 1: Determine the kind of LinkedIn subscription your organization needs
- Call 1: Review the case for optimizing your organization’s use of LinkedIn, and how to measure the costs and benefits of making the most of your presence on the network.
- Call 2: Discuss what you hope to achieve on LinkedIn, how it ties to your organizational goals, and which subscription best meets your needs.
Guided Implementation 2: Optimize your organization’s use of LinkedIn to help candidates find you
- Call 1: Discuss how to formulate key branding messages from your employee value proposition, and the tools available on LinkedIn to get the message out.
- Call 2: Review best practices to help you make the most of your LinkedIn profile.
Contributors
- Shanna Landolt, President, Landolt Group
- Helmut Hager, Talent Acquisition Director, D&B Cloud Innovation Center
- Rémi Lachance, CRHA, Proxima Centauri
- Alison Stoodley, Principal, Alison Stoodley Enterprises
- Katrina Collier, Consultant, Social Media in Recruitment
- Wayne Breitbarth, Consultant, Power Formula LLC
- Peter Stapylton, Executive Recruiter, Core Executive Consultants
- John Fleischauer, Talent Acquisition Specialist, Halogen Software
- Melonie Dodaro, Principal, Top Dog Social Media
- Kara Yamot, Founder, Meritage Talent Solutions
- Neil Russell, Group Manager, RMA Group
- Chris South, Employment Branding & Job Marketing, Prominence