3 Way Small Businesses Can Use LinkedIn to Hook Big Fish
It’s true that it does not take millions of dollars or an army of recruiters to find and interact with the best talent on LinkedIn. But do not take our word for it.
Four recruited small and medium-sized recruiting executives gathered on a podium at Talent Connect San Francisco to share their ideas on LinkedIn for success in their businesses.
Here are his three most important tips:
1. It is helpful to achieve quick results in order to get support and develop commitment.
Lissa Bowen, Senior Director of Talent Acquisition at Focus Brands, a mid-sized operator and brand franchisor like Moe’s Southwest Grill and Cinnabon, said she needed InMail for her success and quick profits from LinkedIn.
“We know how to send messages, who to contact and what we ask for,” she explains.
Bowen’s three-member team uses custom templates to request information at different levels. For example, if she is looking for a director she will reach a higher level and will only ask for references. In her opinion, a Vice President has probably cared for several people during her career and would like to share a good opportunity with them.
“I have received many references,” says Bowen, including the person hired by Focus as CIO.
And instead of sending a career opportunity template, Bowen sends a custom expert request template to ask if a person can fit into a candidate’s network. She has an acceptance rate of 40% and her recipients often wonder why she did not ask them if they are interested in work themselves.
Mitjury member Mark Meaders, director of Dolphin, a small software, service and support company, said he tested Bowen’s approach and that it worked.
“I literally sent a note the next day after I heard about it,” he said, adding that the candidate had come back after a few hours and said, “Hey, what about me?”
Prior to selling the software company, Steve Shapiro, Chief Financial Officer of Passkey and senior vice president of operations, made a quick profit by talking to more than 70 company employees via LinkedIn.
Shapiro, who was recruiting at the time, organized a company-wide meeting and encouraged everyone to update his LinkedIn profile. He explained the need for photos, full job descriptions and no grammatical errors.
“When people understood that we were promoting the use of social media and that this was an important part of our employer brand, it increased their interest and engagement,” said Shapiro.
2. You can expand your LinkedIn follower base by doing one thing each day.
It’s important that people follow you, be it LinkedIn or another social networking site, says Bowen. A base of followers provides a foundation for your work and makes your work easier.
Case Study: One in three people hired by LinkedIn last year was a fan before the Bowen team recruited them. The team integrates its follower database in search queries.
“They are people who love you,” she says. “We want people who follow us because they are much easier to recruit.”
At Focus, her particular challenge was to attract followers, even though they were a group of identifiable brands that were unknown to Focus. So they started to create LinkedIn business pages on the talk page.
“It gives us a more consistent employer brand,” she says.
The Focus-BrandsBowen subsidiary has more than tripled Focus’s customer base from 3200 to 11000 in seven months, in part by making one thing every day: Find out about the company that seduces and posts.
When Moe’s publishes a new jolly commercial, when Cinnabon’s famous CEO Kat Cole is interviewed on Good Morning America, or when a trade magazine reports on one of their charity events, she lets them know.
Focus mark status
Mike McElhearne, Vice President of Talent Acquisition at Waterstone Mortgage, shares the same goals. But he misses the funny and easily recognizable concepts of Focus.
“It’s one of my fights,” he says. “We are neither Cinnabon nor Moes, so how do we get people to follow what we do?”
McElhearne wanted to attract followers, but also talk to the right people and communicate with those who were not followers yet. He used LinkedIn-sponsored updates to expand his reach and invite more people to learn more about Waterstone and catapult their subscribers from 125 to over 2,600.
“We have three recruiters, we can not reach that many people,” McElhearne said. “Thanks to the sponsored updates, I can talk to all the loan officers in the country, with an average of about 100,000 people seeing our message every month.”
He compared it to what Michael Keaton did in the 1996 movie Multiplicity.
multiplicityImage of the Sony Pictures movie channel
At Dolphin, managers took a different approach by developing a model so that when someone is interested in a job, they are invited to follow the company. This resulted in a follow-up rate of 50% and a 5-fold increase in followers in two years. Of these, 70% are directors, managers or managers, which is useful for a company that tends to hire more mature consultants.
“We can not hire them, but they can hire us, they are also consumers,” he says.
3. Use the data to get member and support.
When Bowen came to Focus, the company relied heavily on agency relations. It was a challenge to buy politicians to change the status quo.
To convincingly demonstrate the return on investment, they have created a simple formula for calculating a value for each parameter. Bowen proved he could save $ 1 million this year by reducing agency dependency and hiring LinkedIn recruiter.
Focus’s savings exceeded $ 1 million in July. Bowen said it has hired more than 100 people in LinkedIn offices around the world.
“We can recruit with LinkedIn at a high level: managers, vice presidents, executives – I do not even have to tell you what the agency fees would be,” she jokes.
At Waterstone, McElhearne also uses data to better communicate his team’s efforts.
“My organization did not have a talent development department at the beginning,” he says. “I had to defend all my actions.”
When McElhearne presents a presentation to acquire resources, he compares the key positions they fulfill, which has a significant impact on the business. In the mortgage sector, a recruiter can justify a 15 to 20% charge, McElhearne says, multiplied by 15% of their average salary to indicate the level of their fees. It also tracks the performance of producing employees, such as sales representatives, to show the impact of their team on the company.
Finally, “Next,” advises the head of Waterstone.
“People have told me that you will not hire anyone in the mortgage industry with LinkedIn,” says McElhearne. But he has recently received a lot of praise from a much larger organization.
They said, “I know who you are, we monitored you on LinkedIn, we built our technical support platform for what you do,” he says. “If you continue, the results will far exceed your expectations.”