How to boost your employer brand on LinkedIn

There’s a tendency to think that LinkedIn isn’t the right platform for promoting your employer brand. After all, it’s predominantly a professional channel, right?

While that’s true to an extent you shouldn’t be overlooking the power of LinkedIn to promote your people.

Of course, the tone of voice you use on LinkedIn will probably be different to the one you employ on other channels.

There’s always been a fine line between people laughing with you and laughing at you. And although the latter in your personal life isn’t the end of the world, (I know I’ve been the butt of numerous jokes myself), it’s far from ideal in your professional one.

However, when it comes to employer brand, the underlying principles remain the same.

You need to show off your best side!

The simple fact remains that people will always buy from people. And if you’re hiring for a role but your candidates can’t relate to you on some sort of personal level, they’re a lot less likely to show any interest.

Especially if you’re in the business of finding those ever more desirable (and rare) candidates to join your company.

So, how should you put yourself out there – and stay professional?

Tips for promoting your employer brand on LinkedIn

Find a balance (sounds so simple, doesn’t it?).

If you’re having an incentive in the office, or you’re taking your team out for a nice lunch on a Friday afternoon, that’s exactly the sort of content gold that’s going to turn the heads of your possible candidates.

Someone had one too many libations at the company social and fallen asleep in the taxi home?

Probably worthy of a Facebook update to your friends and family. Less acceptable for your professional LinkedIn account.

But don’t think that LinkedIn isn’t versatile.

Here’s a few ideas:

• Get your people engaged with your social media. Make sure they’re sharing your content and amplifying your brand presence. This will add further credibility and weight to your content marketing efforts.
• Promote ‘people stories’ about promotions, journeys, new starters etc. Showing everyone your company cares about its employees and their growth is a great way to enhance your employer brand and culture.
• Announce any awards you’ve been shortlisted for, or better still, won. Awards add credibility. Not to mention the fact that they boost morale internally and increase your gravitas to would-be employees.

It’s important to understand that the balance of professional and fun will be different for every company. Unfortunately, I’m not going to be able to give you a ‘one-size-fits-all’ solution for this dilemma.

You need to first ask yourself what your company brand is and how this aligns with your employer brand.

Then build out your key messaging, including what makes your business unique, and think about how this will fit the sort of candidates you’re looking to attract.

Most of all, be authentic.

For example, I can’t imagine the team at LADbible hosting a knitting competition.

Once you’ve laid your foundations and started to create some content to share on LinkedIn you might want to get a second opinion from someone else within the company.

Do so with your first few posts, just to make sure your portrayal of the company culture is on point.

If you have any questions about promoting your Employer Brand through LinkedIn, don’t hesitate to contact me at: lauren.fowles@bps-world.com.

Otherwise – happy posting!