Talent on LinkedIn

There are 67 million companies listed on LinkedIn and 6 people are hired every minute through the platform.^[1] Launched in 2003, their initial slogan was, “LinkedIn makes your professional network faster and more powerful.” Individual users build profiles similar to a personal resume and can search for new jobs. Most importantly, users make connections with each other and build their professional networks.

LinkedIn builds networks through an algorithm that recommends connections to users. For example, if someone you don’t know is connected with several of your connections, LinkedIn will suggest that you connect with that person yourself. People with whom you have a direct connection are your first-degree connections. People connected to your first-degree connections are your second-degree connections and so on. By looking at the networks of your connections—and by letting the algorithm work for you—you expand your own network, connecting with people who might give you a job, fill a job opening you have, or become a client or customer.

The most important part of LinkedIn for business communication is recruiting talent or finding jobs; after all, that’s why people build a network. Let’s take a look at both actions.

Employer Branding

Employer branding is essentially a company’s reputation as an employer and its value proposition to its employees, as opposed to its brand image among consumers. In the realm of social media, employer branding takes center stage. Companies meticulously craft their social media content to highlight their workplace culture, employee success stories, benefits, and more, aiming to attract individuals who are enthusiastic about the company’s mission and values.

Companies can post content that showcases team events, employee achievements, and behind-the-scenes looks into everyday office life and company culture. A strong and positive employer brand can significantly reduce recruitment costs and reduce the time it takes to hire by attracting qualified applicants organically.

Recruiting Talent

If you are recruiting, LinkedIn can be a powerful platform for finding candidates to fill openings at your company. However, unless you have a premium account, you can only reach out to people who are already a part of your LinkedIn network. Here are a few quick and easy strategies for recruiting on LinkedIn:

• While people can be hesitant to connect with someone they don’t know, if you find a candidate who looks perfect, you can send them a request to connect along with a message explaining the position you think they might be right for.
• If you and the potential candidate share a second or third-level connection, you can ask that connection to make an introduction.
• If you’re doing a lot of recruiting, it might be worthwhile to get a premium account and message individuals directly.

Social media recruitment goes beyond just posting job openings on LinkedIn. It involves a strategic approach to engage potential candidates, build a community around the brand, and tap into passive job seekers who might not be actively looking but are open to the right opportunities. Some impactful methods involve:

• Job Postings and Employee Referrals: Many companies encourage their employees to share open job positions on their social media accounts, effectively reaching a wider network.
• Engaging Content and Recruitment Campaigns: Creating content that resonates with potential candidates, including insights into the company’s projects, innovations, and the impact of their work.
• Platforms: While LinkedIn remains the primary platform for professional networking and recruitment, companies are increasingly turning to X, Instagram, and even TikTok to connect with younger audiences or for roles in creative and digital fields.

Finding Jobs

As an individual user on LinkedIn, you can view the top jobs recommended for you based on your profile. If you click on any of the opportunities listed, you’ll be taken to the job posting’s specific page. There you will find the full job description and can apply or interact with the recruiter directly.

Some job postings will have an Apply button, which will typically direct you to the company’s site to apply; others will have a LinkedIn Easy-Apply button, which will use the information you’ve provided in your LinkedIn account to let you apply in about 5 seconds.

Is LinkedIn Really Useful?

While LinkedIn’s usage is high, the content is often criticized for being overly corporate and somewhat lacking in meaningful exchange. Often people make connections with strangers (or attempt to) or make connections with friends and family who have never interacted with them on a professional basis—all in the name of having a larger network.

However, in a comprehensive study, researchers from LinkedIn, Harvard Business School, Stanford University, and MIT Sloan School of Management found that “weak ties” (connections with acquaintances rather than those you know very well) are most beneficial in facilitating new job opportunities.^[2] Furthermore, the study found that weak ties are exceptionally advantageous in digital industries, such as those involving machine learning, AI, and remote work.^[3] 

However, it’s important to balance the pursuit of weak ties with the maintenance of strong ties, which provide essential emotional support and resilience during the job search process. The study’s findings underscore the profound impact of social networks and algorithms on employment outcomes and offer insights for job seekers on navigating their social connections effectively.

Read a summary of the LinkedIn study about weak ties.

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