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‍LinkedIn Advertising 101: Building a Strong Employer Brand for Talent Acquisition

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‍LinkedIn Advertising 101: Building a Strong Employer Brand for Talent Acquisition
Orla Doyle
4 minute read
Hiring Hacks Series

In an era where the competition to attract and retain top talent has never been fiercer, companies are increasingly leveraging their employer brand to send a powerful message: "This is a great place to work."

From visuals of Google's crazy holiday parties to WeWork’s swanky office spaces, and Hotjar’s vibrant company retreats, these examples highlight the multitude of ways you can enhance your employer brand on a LinkedIn company page.

High-engagement posts on your LinkedIn Company Page not only showcase your company's culture and values but also serve as a testament to your vibrant workplace environment. At the heart of these efforts is employer branding—crafting an external narrative that vividly describes who you are, what you stand for, and how you operate. This strategic approach to storytelling on LinkedIn not only captivates potential talent but also fosters a deeper connection with your audience, setting the stage for a compelling introduction to your company's ethos and operational philosophy.

In this article, we explore how you can navigate the intricacies of LinkedIn from the basics of how does LinkedIn work, find out how to create a company page on LinkedIn, and how to advertise on the platform for talent acquisition. We offer top tips and advice on enhancing your company's appeal to attract top candidates.

What Is LinkedIn?

LinkedIn is more than a professional networking site; it's a vast ecosystem where professionals from various sectors come to grow, learn, and explore new professional and learning opportunities. This platform facilitates professional networking, job searching, and career development, allowing users to share updates, publish articles, and participate in industry-specific groups.

For companies and organisations, it's also a key location to establish their presence, creating company pages to showcase their business, culture, achievements, and job opportunities. LinkedIn offers tools and features for talent acquisition, sales lead generation, and professional branding, making it an invaluable resource for individuals and businesses looking to expand their professional network and opportunities.

How To Create a Company Page on LinkedIn

To create a LinkedIn company page, ensure your personal profile is at an "Intermediate" or "All Star" level. Go to the 'Work' icon on your LinkedIn homepage and select 'Create a Company Page.' Choose the correct category for your business and fill in essential details like company name and website. Provide a concise yet engaging description of your business, highlighting your unique offerings. Upload a company logo and a cover image to visually represent your brand. Confirm you have the authority to create the page on behalf of your company and click 'Create Page.' Once set up, regularly update your page with relevant content to engage and grow your audience.


How To Advertise on LinkedIn for Talent Acquisition

LinkedIn's advertising offers a sophisticated suite for organisations of every size to launch targeted campaigns, directly communicating with the ideal candidate pool. Here's how your company can leverage this platform to distinguish itself in the competitive talent market:

  • Precision Targeting: LinkedIn's targeting goes beyond demographics; it connects with individuals based on their professional journey, skills, and network. It's about finding those seeking not just any job but the right job.
  • Storytelling Your Brand: Every company has a story, and LinkedIn ads are your stage. Share what makes your company special, from your mission to the small perks that make day-to-day work rewarding.

Targeting the Right Audience on LinkedIn

When looking to target the right candidates on LinkedIn, understanding and reaching the most relevant audience is not just a tactic—it's a science. A well-crafted LinkedIn strategy doesn't merely cast a wide net, hoping to catch anyone in its reach. Instead, it hones in with precision, targeting individuals who not only meet the demographic criteria but also resonate with the core values and mission of your organisation.

  • Beyond Demographics: Explore the significance of geographical nuances and how they align with the roles you're offering.
  • Interests and Expertise: Use LinkedIn's targeting capabilities to integrate your messages into the professional narratives of those who share your company's passions and skills.

This level of targeting seeks to create a professional symbiosis where both the employer and the potential employee see value beyond the transactional aspects of employment. It's about leveraging LinkedIn's rich data on professional interests, group memberships, skill endorsements, and even content engagement to find those who are not just looking for a job but are seeking a new company where they can grow their career, and invest their time, passion, creativity, and expertise.

Crafting LinkedIn Campaigns That Engage

To captivate your audience, your LinkedIn campaigns need to be both creative and strategic:

  • Visual Content: Experiment with different visual styles that narrate your company's story, such as candid snapshots of team events or personal success stories, to illustrate life at your company.
  • Storytelling: Develop narratives around your employees' professional growth within the company, highlighting development opportunities and the support and perks you offer.
  • Compelling Calls-to-Action: Customise your call-to-action based on the campaign's objective, guiding your audience on their next steps, whether joining a webinar, exploring open roles, or signing up to your talent pool, all presented with clarity and conviction.

Fine-Tuning Ad Performance on LinkedIn

Once you’ve run some audience targeting tests, you’ll have a much better idea of what works and what doesn’t for your LinkedIn ad campaigns. That means you can start fine-tuning your audiences and scaling your results. Continuous review and optimisation is crucial for ensuring your LinkedIn ads achieve the desired outcomes, here are some things you should do:

  • The Art of A/B Testing: Conduct regular A/B tests to compare different ad elements, such as headlines, images, and CTAs, refining your strategy based on data.
  • Engagement Analysis: Investigate engagement metrics to understand not just who clicks on your ads but how they interact with your content, informing your content creation and targeting strategies.

Measuring Success Through Analytics

The true measure of your LinkedIn advertising success is through analysis:

  • Benchmarking: Establish benchmarks for your KPIs based on industry standards or past campaign performances to accurately assess your campaigns' success.
  • Long-Term Tracking: Look beyond immediate metrics to gauge the long-term impact of your LinkedIn campaigns on your employer brand and recruitment funnel, analysing trends to gain insights into your recruitment strategy's effectiveness.

By expanding on these areas and adopting a holistic approach to LinkedIn advertising, you can significantly enhance your employer brand and attract the calibre of talent that will transform visitors into candidates. 

Remember, the essence of successful LinkedIn advertising lies in a deep understanding of your audience and ideal candidate profile, a commitment to storytelling and promoting your employer brand, and a rigorous approach to continuous optimisation and analysis. With these principles, you're on your way to revolutionising your talent acquisition strategy and positioning your company as an employer of choice in the market.


About Occupop - Helping SMB businesses elevate their Employer Brand on LinkedIn

By integrating seamlessly with LinkedIn, our platform allows you to present your company not just as a place to work, but as a community where careers flourish. With our advanced AI-driven tools, we streamline the recruitment process, enabling you to post jobs, screen candidates, and communicate your brand story with ease and efficiency.

Reflecting the strategic storytelling and precision targeting discussed in the article, Occupop helps you navigate the intricacies of LinkedIn, ensuring your employer brand stands out in a crowded market. Whether you’re creating captivating content, targeting the right audience, or measuring the success of your campaigns, our platform is designed to support and amplify your efforts.

Discover the Occupop Difference. Let us help you transform your LinkedIn presence, attract the talent your company deserves, and build a vibrant workplace culture. Visit www.occupop.com to learn more about how our platform can revolutionise your talent acquisition strategy and make your employer brand shine on LinkedIn. Try for free today with a free 14-day trial.

Summary Points

Leveraging LinkedIn for Enhanced Employer Branding and Talent Acquisition

  • Employer Branding through High-Engagement Posts: Showcase company culture and values with vivid examples, such as Google's holiday parties and WeWork’s office spaces, to enhance employer brand on LinkedIn.
  • Strategic Storytelling on LinkedIn: Use employer branding to craft an external narrative that describes the company’s ethos, values, and operations, fostering a deeper connection with the audience.
  • LinkedIn’s Role for Companies: A platform for professional networking, showcasing business achievements, and talent acquisition, offering tools for sales lead generation and professional branding.
  • Creating a LinkedIn Company Page: Requires a personal profile at "Intermediate" or "All Star" level, choosing the right category, and providing a detailed business description.
  • Advertising for Talent Acquisition: Utilize LinkedIn's targeted advertising to reach potential candidates based on their professional journey and skills, emphasizing the company's unique offerings.
  • Precision Targeting: Focus on targeting candidates who resonate with the company’s core values and mission, going beyond demographic criteria.
  • Crafting Engaging LinkedIn Campaigns: Use visual content and storytelling about employees' growth and the company's perks to engage the audience.
  • Optimising Ad Performance: Conduct A/B testing and analyze engagement metrics to refine advertising strategies and content creation.
  • Measuring Success Through Analytics: Establish benchmarks for key performance indicators (KPIs) and track long-term impacts to assess campaign success and improve recruitment strategies.
  • Principles for Success: Success in LinkedIn advertising and talent acquisition hinges on understanding the audience, commitment to storytelling, and continuous optimisation of employer branding efforts.
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