How to improve your company brand on LinkedIn

Do you often repeat social media posts and content without a second thought?

Are your posts inconsistent?

Do you post at all?

These are issues recruitment companies often face. So many offer great services and focus on the job at hand, so when it comes to their marketing they miss the mark.

If you relate to this, we’ve got 5 simple steps to improve your company brand on LinkedIn to get noticed for the right reasons.

1. Establish your ideal company brand

You should have branding at the heart of your business, so, before you start posting on LinkedIn you need to know who you are as a brand!

Obviously, this is more than just your logo and company name, but so often your ‘brand’ gets left to one side. Companies focus so much on the recruitment side of their business, they forget that marketing and having a great brand allows people to engage with their business.

You may find it useful to think of your company as a person when deciding your brand.

Some things you could consider when thinking about this are:

  • What are your goals and targets?

  • What makes you unique?

  • What do you stand for?

  • Who is your ideal audience?

  • What’s your tone of voice?

  • What topics are significant to you?

  • What message do you want to get across to candidates and clients?

  • What do you like seeing other companies do?

  • What do you not like seeing other companies do?

Once you've thought about these, you’ll not only find it easier to create content, but you’ll also start to stand out from the crowd.

2. Be consistent

Consistency is key to building loyalty, brand awareness and engagement with your target audience.

It doesn’t just mean regular posts; it means be consistent with everything thing you do.

Here are some examples:

  • Same style of posts

  • Same style of imagery

  • Same tone of voice

  • Same fonts & colour scheme

Remember, consistency across social media will affect your brand, and a recruitment company that follows this advice will become recognised more easily on LinkedIn.

Top Tip: If you’re struggling to be consistent you can use tools like Canva to create a brand kit that will allow you to save your font and colour schemes. You can also use marketing calendars so that you’re uploading posts regularly.

3. Engage, Engage, Engage!

Engaging with relevant content will show your audience what you’re passionate about. The more you engage with them, the more you’ll increase your visibility.

Some ideas to increase engagement:

  • Share industry content – Shows your viewpoints, perspective and your interest in the markets

  • Comment on relevant posts – Increases brand awareness

  • Reply to any comments on your companies post – Increases sense of community

Top Tip: If you’re struggling with engagement, you can follow hashtags that represent your brand. These can be things such as #recruitment #hiring or market-specific ones.

4. Show the people behind the posts

Recruiters often fall into the trap of only sharing job ads and no information about themselves and other team members. Scrolling through pages and pages of company job ads does little to engage your audience with you as a brand.

If you’re a fun and people-orientated company, show your employees off and post about them more often. If you’ve taken your team out for lunch, someone’s smashed their target or they’ve achieved something outside of work, share it!

The more human you make your company the more people will engage and buy into you.

5. Empower your team to share the company brand

Using employees as brand advocates is a real ace up your sleeve as on average employees have a network that is 10 times larger than a company’s follower base. Think of all the extra brand awareness you’d receive if you got them posting content, both their own personal content and your company’s.

If you need another reason to be convinced to empower your team to share your brand it's that companies with a high number of employees sharing quality content are 58% more likely to attract talent.

You can empower your team in the following ways:

  • Include details of how employees can share the brand in the onboarding process

  • Train your employees on how to promote your brand through social media – this can include fully explaining what your company brand represents and preferred content to share.

  • Continuously remind and praise employees for interacting with the company LinkedIn- this will make it feel more natural for the employee to do

  • Recruiters are competitive, so have fun with setting goals and targets for LinkedIn posts

Where do we come in?

If you're looking to get help with your marketing activity, Nineteen Marketing can assist you with cost-effective, strategy-led recruitment marketing that’s designed with your end goal in mind.

Speak to us today about how we can give you the tools and guidance to put in place a marketing strategy that works for you.