Right, let’s talk LinkedIn. We all know it’s the place for professional networking, but for ages, I saw it as just a digital CV depository. That was until I stumbled upon its true potential: a lead generation engine fuelled by recruitment. Specifically, by using LinkedIn Recruiter not just to find talent, but to attract it, and in doing so, attract new business.
It’s a bit of a sideways strategy, I’ll admit, but bear with me. The core idea is this: demonstrating your company’s strength and values to potential employees subtly positions you as a leader in your industry, drawing in clients as well as top-tier candidates.
Phase 1: Understanding the Landscape
First, I needed to define my target. It wasn’t just about who we wanted to hire, but who we wanted to attract as clients. So, I created detailed ‘ideal candidate’ profiles, but with a twist. I asked myself: what problems do these individuals face in their current roles? What kind of company culture would resonate with them? What are their pain points, not just as employees, but also as decision-makers within their organisations?
LinkedIn Recruiter’s advanced search filters became my best friend. I wasn’t just looking for ‘Software Engineers’; I was looking for ‘Software Engineers in FinTech’ interested in ‘innovative problem-solving’ and ‘collaborative environments’. The more specific, the better.
Phase 2: Building Relationships and Showcasing Our Culture
Once I had my target list, the real work began: engagement. Forget the generic recruiter spam; that’s a surefire way to get ignored. Instead, I focused on building genuine connections.
I started by interacting with their content. Liking, commenting thoughtfully (not just ‘Great post!’), and sharing their articles with my own network. The key here is to demonstrate genuine interest in their field and their expertise.
Next, I began sending personalized connection requests. This wasn’t a sales pitch; it was an invitation to connect. I mentioned something specific I admired about their work or their contributions to the industry. For example, ‘I was really impressed with your recent presentation on AI in customer service. I’d love to connect and hear more about your work.’
Once connected, I’d share relevant content about our company. This wasn’t aggressive advertising, but rather showcasing our values and culture. Think blog posts about our latest innovation, videos featuring our employees discussing their work-life balance, or articles highlighting our commitment to sustainability. The goal was to paint a picture of a company that’s not only successful, but also a great place to work.
Crucially, I started actively soliciting LinkedIn Recommendations. This is where the power of social proof comes in. Encouraging employees and satisfied clients to provide testimonials on our company page and on individual employee profiles significantly boosted our credibility. We made it easy for them by providing templates and prompts, guiding them to highlight specific aspects of our work that align with our brand messaging.
Phase 3: Turning Talent Attraction into Lead Generation
Here’s where it gets interesting. As our company’s online presence and reputation grew (thanks to the targeted engagement and positive recommendations), we started attracting not just potential employees, but also potential clients.
Decision-makers in other companies began noticing our talented team and our innovative work. They saw us as a company that invests in its people and delivers results. This led to inquiries, collaborations, and ultimately, new business.
The key takeaway here is that a strong employer brand directly translates to a strong brand overall. By showcasing our company’s culture, values, and expertise, we positioned ourselves as a leader in our industry, attracting both top talent and lucrative business opportunities.
Furthermore, by actively participating in relevant LinkedIn groups and discussions, we further expanded our reach and visibility within our target industries. Answering questions, sharing insights, and offering valuable advice helped us establish ourselves as thought leaders and build trust with potential clients.
In essence, we created a virtuous cycle. Attracting top talent improved our service, leading to happier clients, leading to better recommendations, leading to more talent and more clients.
So, what have we got? Building and targeting specific profiles, utilising engagement to target them and gain an interest, showcasing your culture and values and then ensuring that the social proof element is strong by getting legitimate recommendations. It is a simple idea that is effective in generating leads, and building upon your recruiting and talent aquisition strategy.
