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Having a strong LinkedIn company page is key to attracting top talent. But just setting up a page isn’t enough, you need to optimise it to stand out. Here's how to fine-tune your company’s LinkedIn profile and attract the best candidates in accounting support, payroll, and admin roles.
Quick links
1. Make your company description stand out
Your company description is often the first thing potential candidates see. Keep it short but engaging, highlighting your company’s mission, values, and what makes you different. Use keywords relevant to the roles you want to attract to improve your visibility in LinkedIn searches.
Pro tip: Add industry-specific keywords to boost your chances of appearing in search results. Make sure these are naturally integrated into your text.
2. Show off your company culture
Candidates are looking for more than just a job, they want to be part of a great team. Share content that gives them a look behind the scenes. Post about team achievements, fun events, or even everyday moments to give potential hires a feel for what it’s like to work with you.
Here are three ways to highlight what makes your company unique:
Celebrate employee achievements: Share posts about individual employees or teams, recognising their contributions and career milestones. This personal touch shows that you value your people.
Post behind-the-scenes content: Share moments from company events, team-building activities, or daily office life. Whether it’s a casual lunch, volunteering day, or team success, this humanises your brand and makes your workplace relatable.
Promote your values: Regularly post about your company’s mission and core values. Showcase initiatives like diversity and inclusion efforts, sustainability projects, or employee well-being programs. This demonstrates that you’re purpose-driven, which is attractive to potential hires.
Pro tip: Feature team stories and real-life examples. Short videos or interviews with staff can give a more personal, authentic touch.
3. Use the ‘Life’ tab to tell your story
The 'Life' tab on LinkedIn lets you share in-depth insights about your company culture. Fill it with employee stories, videos, and testimonials to make your workplace appealing. While it's a premium feature, the added detail can set you apart from other employers.
Pro tip: Regularly refresh your 'Life' tab content. Updated stories and new employee testimonials keep the page engaging for repeat visitors.
4. Post regularly
Keeping your company page active, signals that you’re engaged and growing. Share updates, news, and job openings often. Regular posts not only boost your visibility but also help you become a thought leader in your industry. Mix up content types; use articles, videos, and infographics to keep things fresh.
Here are three examples of how poor brand awareness can hurt your hiring process:
Attracting fewer quality candidates: Without strong brand recognition, top talent might not even be aware of your company, leading to fewer qualified applicants for open positions.
Lengthy recruitment processes: A company with low brand awareness frequently depends on paid advertising to attract candidates. Unsuccessful ad campaigns or hires stemming from weak brand visibility can lead to wasted time and resources.
Note: If you’re handling the hiring process in-house, it's crucial to recognise the hidden costs, both financial and time-related, of not attracting quality candidates. Bringing in a specialised recruitment agency early can help you save significant time and effort, allowing you to find the right candidates more quickly and efficiently.
Negative perceptions of stability: A lack of brand presence can make your company seem less established or trustworthy, causing candidates to favour better-known employers, especially when it comes to long-term career prospects.
Pro tip: Create a content calendar to ensure consistency. Scheduling posts ahead can help you avoid gaps in activity.
5. Encourage employees to share
Your team can be your biggest advocates. When they engage with or share your content, it increases your company’s reach. Tools like Hootsuite Amplify or Sociabble make it easy for employees to get involved in sharing company updates. Here are a few examples of top employee advocacy tools to consider:
Hootsuite Amplify: This tool allows you to curate and distribute content directly to employees, who can then share it across their networks. It provides valuable analytics on how well content is performing.
Sociabble: Sociabble adds a fun twist by incorporating gamification features like leaderboards and rewards. This motivates employees to participate more and helps to spread your message further.
Employee Advocacy: This tool simplifies content sharing for employees by giving them a pre-approved feed of content they can post with just a click. It's easy to use and ensures your brand message stays consistent.
Encouraging your team to share content not only boosts your company’s visibility but also adds trust and credibility, as candidates are more likely to trust posts from individuals over corporate accounts.
Pro tip: Create a branded hashtag for employees to use when sharing posts. This will help create a cohesive, recognisable online presence.
6. Optimise job posts
When creating job ads, be clear and honest. Candidates should know exactly what to expect from the role and your company. Highlight the benefits, be transparent about responsibilities, and include relevant keywords to improve searchability.
Why honesty is key in job ads
Adopting an "honesty is the best policy" approach is essential when writing and posting job ads for a few reasons:
Attracting the right candidates: Transparency about job responsibilities and company culture ensures candidates know what to expect, which helps to draw in those who truly align with the role and the organisation.
Building trust and credibility: Honest job ads foster trust from the beginning. If candidates feel misled during the hiring process, it can harm your company’s reputation and lead to negative feedback on platforms like Glassdoor. However, being upfront builds a positive employer brand.
Reducing turnover rates: When candidates are fully informed about both the positive and challenging aspects of the job, they are more likely to stay long-term. Unrealistic or overly optimistic job descriptions can leave new hires feeling disillusioned, resulting in higher turnover and increased hiring costs.
Pro tip: Use LinkedIn’s “Easy Apply” feature to make it simpler for candidates to apply with fewer clicks. The easier the process, the more likely you are to attract great talent.
7. Interact with your audience
Engagement is a two-way street. Responding to comments and questions on your posts shows that your company is approachable and values interaction. This helps build relationships with potential candidates.
Pro tip: Don’t just respond, start conversations! Ask questions in your posts to encourage more engagement.
8. Show your commitment to diversity
More candidates are looking for companies that value diversity, equality, and inclusion. Make sure your LinkedIn page reflects your company’s efforts in this area by sharing content that highlights DEI initiatives.
Pro tip: Feature stories or interviews from employees of diverse backgrounds to add a more personal touch to your DEI content.
9. Use LinkedIn analytics
Track how your page is performing using LinkedIn’s analytics tools. Monitor page views, follower growth, and engagement metrics to see what's working and where you can improve. Adjust your strategy based on these insights to keep optimising your presence.
Here’s a breakdown of the key LinkedIn metrics and what they measure:
Visitor Analytics
Page views: The total number of times your company page has been viewed, which can include multiple visits from the same person. It helps you track overall interest.
Unique visitors: This counts individual people who have visited your page, giving you an idea of how many distinct users are engaging with your brand.
Custom button clicks: Tracks the number of clicks on your custom buttons (e.g., “Contact Us”). It helps measure direct user engagement and potential leads.
Follower Analytics
Follower growth: Shows how your follower count has changed over time, helping you measure the growth and reach of your brand.
Demographics: Provides insights into your followers' job functions, industries, locations, and seniority levels, allowing you to see if you're reaching the right audience.
Engagement with followers: Measures how well you’re interacting with followers through their likes, shares, and comments on your content.
Content Analytics
Impressions: The number of times your content is shown in users’ feeds. It gives you a sense of your content’s overall visibility.
Engagement rate: This is the ratio of interactions (likes, shares, comments) to impressions. A higher rate means your content is resonating well with your audience.
Clicks: The number of times users clicked on your posts, company name, or content. It shows which pieces of content are sparking the most interest.
Reactions, comments, and shares: Direct indicators of how well your content is performing and how engaged your audience is.
Talent Brand Analytics (for premium users)
Job views: Tracks how often your job postings are viewed, which can give you insight into the attractiveness of your job ads.
Apply clicks: Measures how many candidates clicked “Apply” on your job listings, indicating how appealing your job opportunities are.
Competitor Insights
Competitor benchmarking: Compares your company page’s performance with that of similar companies. It can show you where you stand in terms of follower growth, engagement, and content success.
Tracking and understanding these metrics allows you to refine your LinkedIn strategy, improve engagement, and attract the right talent to your company.
Pro tip: Pay special attention to content that receives the highest engagement, and lean into that. If certain posts do well, create more of the same!
In summary
Optimising your LinkedIn company page is a great way to attract top talent. By focusing on your company’s story, culture, and values, you can create a profile that not only stands out but helps candidates picture themselves as part of your team. Make sure every post counts!
If you're looking for more tailored hiring and recruitment tips, don’t hesitate to reach out to our team of expert recruiters! Contact us today to discover how we can help you enhance your recruitment strategies and attract the best talent for your organisation.
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Written by Melanie Brown, Marketing Executive, Ambition Group Australia.