Which agencies are best taking advantage of their LinkedIn presence?

In preparation for my

review of recruitment agencies’ career sites
, which I will be publishing
next month, I decided to have a look at how effectively recruitment agencies are
using both their careers page (additional fee) and company page (free) on
LinkedIn.

 

For many recruitment agencies, having an effective presence
on LinkedIn is part of an overall online strategy to build a community of people
interested in their agency.

 

As

LinkedIn
themselves say … it’s the
opportunity to:
 

  • Tell your company’s story
  • Highlight your products and services
  • Engage with followers
  • Share career opportunities
  • Drive word of mouth at scale 
 

For millions of professionals, a Company Page is a place
to:
 

  • Explore companies of interest
  • Get the latest company updates and industry news
  • Research products & services
  • Learn about job opportunities 
So are recruitment agencies taking advantage of this
opportunity?

 

Not so well, if I consider my review of a random selection of
about 30 recruitment agencies who have purchased a LinkedIn company careers
page.

 

Here are my thoughts on the Top 5 agency LinkedIn pages I
reviewed.

 

Rank  
Agency  
# of followers  
# of  

recommend  

ations  
Non-job updates and
follower engagement?  
1.
253,693
64
At least half a dozen daily
updates including non-English language updates. These consistently
receive ‘likes’. They also have a slick ‘work for us’ video. There are
five links to specific Australian and New Zealand content.
2.
424,831
83
Updates posted several times
a day. These consistently receive ‘likes’. Very professional ‘Powering
the World of Work’ video. Link provided to Hays Australia website.
3.
2,495
16
Non-job updates posted
several times a week. These consistently receive ‘likes’. A couple of
SlideShare presentations available.
4.
3,773
1
Non-job updates posted
several times a week. These consistently receive ‘likes’.
5.
9,239
4
Inconsistent updates two to
three times per month. These consistently receive ‘likes’. Chandler
Macleod ‘unleashing potential’ video.
HM
927
0
Daily updates with
consistent follower comments and likes
HM
2,127
3
Non-job updates are posted
weekly
HM
439
6
daily updates (at minimum)
 

HM = honourable mention

 

Both Hays and Michael Page do an excellent job of really
making their LinkedIn pages work for them but as huge global businesses, you
would certainly expect both of them to be jostling for ‘line honours’, well
ahead of much smaller competitors.

 

Easily the best agency effort, considering size and resources
(ie the winner on ‘handicap’), was Clicks IT Recruitment  . As a relatively
small local agency company compared to the many international recruitment
agencies, Clicks have done an outstanding job in personalising their pages using
quality content.

 

The recruitment agencies that didn’t qualify for the above
ranking (because they don’t have a LinkedIn Careers page) but who are doing an
excellent job with follower engagement using their general company LinkedIn
page, include publicly listed companies Clarius   and Ambition   as
well as Sydney accounting and business support recruiter people2people  .

 

The things that effective agencies were generally doing were: 

  • Recent posting of relevant material
  • Personalised content providing some insights into the
    agency culture and points of difference
  • Engagement with their audience (comments, followers,
    likes etc) 
 

Agencies wasting their LinkedIn opportunity were generally
just posting jobs and nothing else or were irregular with posting non-job
updates or clearly were making very little effort to build and engage followers.

 

If your online presence is important to you (and I believe it
certainly should be), then I suggest your two important starting points are your
own website and your LinkedIn presence.

1 Comment

  1. Alex Taylor on 07/11/2013 at 8:07 am

    Another insightful blog by Ross, always worth a read.

    Please keep them coming.

    Alex Taylor
    HEADS Manachester

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