Social Media 4 Recruitment

Advanced Digital LinkedIn Strategy

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I watched a webinar on ‘Advanced Digital LinkedIn Strategy’ earlier this month and found it really insightful, not only for its target audience, recruiters, but for all other users as well.

It includes plenty of useful tips not only for newbie LinkedIn users but also for the more advanced LinkedIn users.

Webinar promised results including:

1 Higher ranking in search results on LinkedIn.

2 Increased profile views.

3 Learn how to be the top recruiter on LinkedIn.

3 See real deep changes to your sourcing results.

The webinar emphasised the way in which LinkedIn is drastically changing the way recruitment works; it is now heavily about attracting passive candidates. The onset of social has also changed recruitment whereby “clients/candidates are now searching for us [recruiters]”. There was also a mention of the importance of Glassdoor and how it is valuable for recruitment.

Recent key statistics about LinkedIn:

  • It is the recruiter and candidate search engine.
  • 5.3 billion searches for 2012.
  • 172,800 searches per day.
  • 11 million UK members.
  • 74 million US members.
  • Will become the globe’s dominant and main candidate database.
  • Dominating LinkedIn like Google for business is no longer a ‘nice to have’. It is essential.

The webinar stressed the following key points:

  1. Successful recruitment requires having a dominating presence on LinkedIn.
  2. Building your own network both strategically and effectively.
  3. The necessity of having strategies in place to create talent pipelines.
  4. LinkedIn is rapidly changing the way its search function operates; recruiter fees are rising.
  5. LinkedIn is fast-maturing, similar to Google.
  6. LinkedIn is pushing forward as a savvy search enginer.
  7. LinkedIn is becoming a more ‘commercial’ entity.

The webinar guarantees the ability to gain a large number of quality inbound enquires from clients and candidates through incorporating the recommended LinkedIn strategy.

Heavy emphasis on SEO optimisation on LinkedIn, which was broken down into primary and secondary steps –

SEO Primary Steps:

  1. Define keywords.
  2. Headline Optimisation (LinkedIn has a keyword density score, equating to the number of keywords on a profile, most particularly on the headline.)
  3. Headline equates to 30-40% of density score.
  4. Need to optimise current job title.
  5. Past job title optimisation.
  6. Summary key word density.
  7. Current job description keyword density.
  8. Past job description keyword density. 

SEO Secondary steps:

  1. Build a network strategically.
  2. Skills keywords density.
  3. Endorsements are good for SEO  – this has been confirmed by LinkedIn that these contribute towards your SEO ranking. Recommendation to gather endorsements both for you and your candidates.
  4. Anchor text in web addresses.
  5. Group memberships & own groups – Essential to be a member of 50 groups as this is a key driver to SEO.
  6. Personalise your vanity URL.
  7. Activity, interaction and status – Significant towards building a stronger SEO ranking.
  8. External marketing promotion contributes to SEO – This is driving traffic to your website.


What I found especially unique/interesting about the webinar:

  1. The recommendation to use to build tag clouds that will help you visualise the most dominant and important keywords that are present in a job description.
    1.  Eg, plug in five similar job descriptions into the wordle text box, then hit ‘Create’.
    2. After creating your tag cloud, you can then implement these prevalent keywords into your own recruiter profile, thus enabling you to have a stronger search ranking.
    3. As much as possible, avoid highly over-used buzzwords. Eg. ‘team player’. Instead, list down outcomes and concrete achievements.
    4. Sharing content/relevant articles is highly important and will establish your knowledge of your sector and also strengthen your SEO ranking.

Key benefits of a strong network and highly optimised profile are:

  1. High levels of traffic for your LinkedIn profile.
  2. Get found easily by candidates.
  3. Grid client search results.
  4. Personal exposure.
  5. Company brand growth.
  6. A more ‘personalised’/’humanised’ recruiter profile.

There was a lot of emphasis on keywords on a LinkedIn profile, so make sure your profile is fully optimised for search!


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