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Employer Branding on your LinkedIn Company Page: A Myriad of Missed Opportunities
Posted on July 1st 2013
Social media is a great means to do Employer Branding. There are not only content platforms such as YouTube, Pinterest, Blogs and others, but also engagement platforms such as Twitter, LinkedIn, Facebook and Google+.
When it comes to B-2-B platforms, LinkedIn stands out with the company profile as a the flagship. However, many companies do not take advantage, to say the least, of its functionality. A myriad of missed opportunities! Let me try and show you the way.
Of course, you need to start by creating a company profile which not only has a your logo as a company profile picture (100 x 60 – Max 2MB) but also the basic data about the company (description, website, size, industry, etc.). Most companies have got this correct and needs no further explanation.
When it comes to Employer Branding, the Cover picture, LinkedIn calls this the “Image” is widely forgotten. This image (646 x 220 pixels – Max. 2MB) can help you send out a clear message about who you are. A missed opportunity to make a strong statement.
Giving future candidates a view of your product portfolio is a key element in your Employer Branding. And can be done the “Products and Services” tab. It is still strange to see that few companies have completed this. Here you can not only add the description of different products and services your company is offering but also include a video or promotion.
We all know that employees are your best ambassadors. However, most do not recommend the products/services of their company on the LinkedIn company profile even though these employees do link their personal profile to the company profile. Probably it is not because they do not want to but they do not know about this. Yet another missed opportunity.
I am amazed to see how few companies use the company profile status update to start conversations with both employees and followers. This is the perfect way to engage future candidates or request referrals to fill job vacancies. Nothing to post? How about the employee testimonials, job openings, best place to work, picture of the last event, company information, etc.
Coming back to your employees being your best ambassadors, it is a good practice to enlist their support to Like, Share or Comment on your company profile status updates. It will broaden the reach of your company messages. It can create a must wanted ripple effect.
Finally, if you want to spend some money, you can of course create a Career page on your company profile. There is a silver subscription coming with a price tag of around €8.000 and a gold subscription over €15.000 giving you as an employer some great Employer Branding functionality including banners, video, information and employee testimonials.
All companies are looking to pick the low hanging fruit and don’t see it most of the time. The LinkedIn Company profile is one of those low hanging fruit ripe to be picked. Why wait? Get started today!