Why the job ad comes too late
A job ad reaches those who are already looking. Employer branding on LinkedIn reaches those who are not looking yet, but who will be in nine months. That is where the really sharp ones are.
The ad reaches those who are looking. Your employees reach those who will be looking in nine months.
// Where the sharp ones areWhat actually builds an employer brand
- Employees who show up. Five specialists sharing their craft say more than ten career pages.
- The managers. A manager writing about how the team works is the strongest recruitment ad there is.
- The everyday, not the campaign. Concrete projects, problems you solved, things you learned.
- Honesty. Including the hard parts. Candidates spot a facade instantly.
A simple structure that holds
Five steps from willing employees to measurable recruitment.
Identify 5–10 employeesWho want to be visible. Willingness beats obligation every time.
Give them supportProfile, topics and a simple routine.
Let managers write themselvesHiring managers in their own words, not through the HR account.
Tie recruitment to contentEvery hire should have content published in the months before.
Follow upHow many candidates came through the network instead of the ad?
How to get employees actually publishing is covered in LinkedIn training for sales teams, and the company page's role in making the company page actually deliver.
Bonus: the same work brings more business
The nice part is that visibility does not only bring candidates. The same post that makes a developer want to apply makes a client want to get in touch. You build two things with one effort.
The post that makes a developer apply is the same post that makes a client reach out.
// Two things, one effortBuild the employer brand before you need it
The best candidates get to know you through your employees and managers, not through the ad. Let 5–10 people show up in their own words, tie every hire to content already published, and measure how many came through the network.
LinkedCoach coaches management teams and individual managers on being visible on LinkedIn, adapted to their calendar and comfort level. For job seekers we offer the free six-week course Mot nästa jobb.
Frequently asked questions
Do we need LinkedIn Recruiter?
No. Recruiter helps with systematic sourcing, but employer branding is built with ordinary profiles and regular content.
Who should own the work, HR or marketing?
Neither alone. It works best when HR sets the direction, marketing provides the support and employees do the work in their own words.
Can LinkedCoach train our managers in this?
Yes. We coach both management teams and individual managers, adapted to their calendar and comfort level.
Do you have anything for people looking for a job?
Yes. Mot nästa jobb is our free six-week LinkedIn course for job seekers. Feel free to recommend it to candidates you could not hire, it is a decent way to leave a good impression.