Quarsh Blog

Using LinkedIn to improve your employer brand

Getting the best out of LinkedIn is a mystery to many. It’s generally viewed as something to focus on when you start looking for a new job, and most people only put the most basic of details on their profile and then forget about it.

When used correctly, though, it’s a great way of improving your company’s employer branding, making it easier to attract great people to your teams.


 VIDEO: Lucy explains how you can utilise LinkedIn to maximise your employer brand

It isn’t just your employer brand that benefits. You will find that your own personal brand improves, which means that when you do start looking for a new role, your name and reputation will work harder for you. You can also find lots of information in the various user groups. There are many experts who will offer you free advice if you have a tricky problem, can give you their experience of the technology they use, and introduce you to new trends.

A good rule of thumb is to view LinkedIn as a professional platform (so no funny cat videos or guess how many sweets are in the jar type posts) in which you can reach a wide audience about things that are important to you.

There are a few simple things you can do to support your company’s marketing and recruitment teams in getting the message out there about what a great place your business is to work, and also improve your own profile:

Update your personal profile...

Outline the work you’re doing now…interesting projects, challenges and recent successes. Talk about why you enjoy your work. Before candidates apply for jobs or come for interview, they’re likely to check out LinkedIn profiles of other people working for the company. Describing your role in a positive and enthusiastic way is a great way of inspiring others to want to get involved. It’s also a great way of showing your community that you’re an expert in your field.

Share company content...

This only takes a moment and is a great way to get the message out there to a huge audience. Your whole network will see your update, and if they share, their network will see it too. It’s a great platform for things like open days, events, new business wins, company announcements, new products and so on. The more content you share about the business, the greater the brand exposure and the more familiar people will be with your company. This in turn makes people more likely to either apply for a job or respond when one of your recruitment team approaches them. 

Share jobs and vacancies...

Probably the kindest thing you can do for your colleagues is to help them out when they have a vacancy. Wouldn’t it be great if everyone in your team told all of their connections that you’re hiring? And how much better would it be if the whole company talked your vacancy? And in turn, all of their connections? Share a job, ask others to share, and who knows how far it will go. Your colleagues and your recruitment team will love you for it!

Join relevant groups...

This is a good first step into taking part in LinkedIn discussions. Spend some time looking at how people are behaving and what they’re sharing to get a good feel for whether this is the right group for you or is full of people flogging their product. 

Share interesting content in your field...

We regularly see people *just* doing this, with no commentary. That’s okay, but doesn’t give a sense of who you are and what you care about. LinkedIn is not a place for opinionised rants, but it is a great platform to share your views on the things you’re passionate about. Write some commentary alongside the share. 

Engage in discussions...

When you’re confident of your audience, the next step takes care of itself. Comment on other people’s updates, offer advice on problems raised, get involved in debates. You’ll quickly find that your profile is viewed more often and your connection requests will increase. Being connected with more people means that your shares and comments will reach a wider audience. 

Write and share original content...

One for the LinkedIn and social networking masters, writing original content and sharing it across your community is the best way of getting your own message out there. The most-read pieces are the ones that divide opinion. Try and avoid click-bait (“Women are roundly neglected at Board level!”) as this tends to attract trolls. Instead try titles that encourage interest and debate (“Why do so few companies have women on the Board?”). Relate your piece to personal experience rather than theory, and try to avoid a blatant sales plug.

Hopefully with these tips, you’ll see an improvement in both your employer and personal brand. Happy networking!