A question that often arises in the companies we meet is how the collaboration between the market and HR can look like regarding LinkedIn. Here are some thoughts on how you can work together.
Who is responsible?
This of course depends on what you think your purpose is to use LinkedIn. If the channel is only used to publish services, I see that the responsibility may lie with HR.
If, on the other hand, you are to use all the opportunities that LinkedIn offers to reach out with vacancies, proactively find potential candidates, build the company’s employer brand and at the same time reach out to potential customers, the responsibility should lie with the market.
This is because many of these issues are communication / marketing issues, such as how you communicate to customers or how you talk about your employer brand.
Do not forget the sales department
Companies that engage in both sales, marketing and HR around LinkedIn get the most out of their presence in the channel.
The marketing department can reach out with its messages to relevant target groups through advertising.
Salespeople can build their personal brands and connect with potential customers.
HR can use LinkedIn to post vacancies and to find and contact candidates.
100 korta och enkla tips för hur du får ut mer av världens största affärsnätverk.
E-bok: 100 LinkedIn-tips
Start an editorial board
Since several functions within the company can benefit from LinkedIn, it can be a good idea to establish an editorial board.
The editorial board consists of representatives from the various departments who meet regularly to discuss what can be communicated on LinkedIn.
The Editorial Board will be a good opportunity for, for example, the market and HR to discuss how to communicate different services or from an Employer Branding perspective.
The market also gets an opportunity to collect data from the sellers for any notices concerning the customers’ challenges. The sellers, in turn, are made aware of value-creating materials that the marketing department has created and that can be distributed to customers via the sales organization.
One idea may be to also have a rotating place in the editorial board – that is, a place that is constantly exchanged for another person, to get new input in the work. The purpose of this is to gradually involve and make visible the content work within the organization.
What opportunities are there for marketing and HR on LinkedIn?
If we take a closer look at the different products or opportunities that LinkedIn offers, we can see which of the departments are best suited to work with the different possibilities. du bör skriva kundfokuserad linkedin-beskrivning för fler resultat.
There are a number of functions that HR can work with without any market interference – for example Job Ads and LinkedIn Recruiter.
HR can also work with the other possibilities, but you get the greatest effect here if the marketers within your organization can put their creative thinking on how you can, for example, design a job advertisement or the content on your career page (see good examples from Oatly below).
Responsibilities for HR
These functions do not require any collaboration with marketing / communication but can be used directly by your HR staff.
Job Ads
HR can use job ads (Job Ads) on LinkedIn to easily copy produced job ads and then activate them to a relevant target group on LinkedIn. This is probably the easiest way to reach out to as large a relevant audience as possible with job advertisements.
LinkedIn Recruiter
As a complement to Job Ads, HR staff can use LinkedIn Recruiter to proactively find and connect with potential candidates.
Work With Us Ads
HR can also choose to activate job ads via so-called Work With Us Ads, ads that are placed in connection with employee profiles, so that the ads are exposed when other members on LinkedIn look at your employees’ profiles.
Posts in relevant target groups
There are several groups on LinkedIn where people with a certain competence gather. For example, if you are recruiting a salesperson, you can search for ”sales”, ”salespeople” or similar and select ”Groups”. Apply for membership and tip about your vacancy here.
Activate employees
Give your vacancies an extra boost by encouraging recruiting managers and other employees to share the vacancies with their networks.
Responsibilities for market / communication
These functions can also be used by HR, but since they involve communication messages to a greater extent in the form of, for example, the design of government updates, presentation texts and landing pages, we recommend that the responsibility lies with the market / communication.
Företagssidan
Statsuppdateringar hanteras med fördel av marknadsavdelningen såvida det inte handlar om att publicera jobbannonser som länkar rakt upp och ner.
Career Pages
Career Pages är en sida som går att koppla på den ordinarie företagssidan där man kan berätta om hur det är att arbeta på företaget. Här går det exempelvis att lägga upp videoklipp där anställda berättar om arbetsplatsen.
Här kan HR i samarbete med marknad/kommunikation ta fram texter som berättar om företaget ur ett Employer Branding-perspektiv.
Pipeline Builder
Pipeliner är en funktion som låter dig rikta annonser till en viss målgrupp och peka dessa till en landningssida där de kan anmäla intresse att arbeta hos er. Syftet med Pipeline Builder är att bygga upp en databas med relevanta kandidater innan ni publicerar lediga tjänster för att förkorta rekryteringsprocessen.
Om ni redan nu vet att ni kommer att ha ett stort behov att rekrytera en viss kompetens under de kommande åren kan ni ha användning av den här funktionen.
Här behöver HR samarbeta med marknad för att utforma annonserna samt den landningssida som man hamnar på efter att man har klickat på annonsen.
LinkedIn Ads
LinkedIns annonsverktyg som är kopplat till företagssidan går utmärkt att använda även för att annonsera lediga tjänster. Fördelen med att använda det här verktyget, som ett komplement till Job Ads, är att ni når passiva kandidater, till exempel genom sponsrade inlägg i deras flöde.
LinkedIns annonsverktyg ger er också en större kontroll över vem som ser annonserna. Det är samtidigt ett mer komplext verktyg än ”Job Ads”, vilket gör att det krävs större kompetens kring hur det används och annonserna tar längre tid att skapa.
Sammanfattning
Upprätta ett redaktionsråd som består av representanter från HR, marknad och sälj för att få ut så mycket som möjligt av företagets närvaro på LinkedIn.
Then decide who will be responsible for which parts – which functions does HR use? What is the market responsible for? Which parts require us to collaborate and discuss how, for example, we communicate our employer brand in the best way?
Above all, there are some tools that are well suited for HR to use without collaboration with the market:
• Job Ads
• LinkedIn Recruiter
• Work With Us Ads
• Posts in relevant groups
• Encouraging employees to share vacancies
For the areas where more communicative messages are required, a collaboration between HR and the market is better suited:
• Company Update Status Updates
• Career Pages
• Pipeline Builder
• LinkedIn Ads
Good luck!
