The Biggest Mistakes HR Professionals Make on LinkedIn

With more than 332 million people utilizing LinkedIn to market their professional skills, the social network is a goldmine for HR professionals who are looking to recruit top-notch talent to work for their companies. Fortunately, many of the mistakes that HR professionals are making on the social media outlet are easy to fix. 

Make sure you don't stumble over these common pitfalls when designing your company profile and recruiting candidates on LinkedIn: 

Mistake #1: Not Using the Proper Keywords
While you shouldn't overstuff your messages and job descriptions with keywords, you do need to include common terms and industry identifiers that help job seekers easily find your company. Make sure your profile clearly states your industry and office locations and communicates your company culture. Although you want to stand out from your competitors, this is not the place to share the detailed history of your company. Instead, redirect the reader to your About Us page for this type of information. 

Mistake #2: Not Broadcasting Your Brand Effectively 
Your LinkedIn business page is a prime opportunity to reinforce your brand messages. Like HubSpot's LinkedIn page, your company logo should be prominently featured in the banner. Make sure the page also includes clear links to your company's website and various social networks, including its Facebook page and YouTube channel, so that job searchers can learn more about the mission of your business. To attract high-level talent, avoid using cliché phrases, such as looking for a self-starter or someone with a can-do attitude. This is your opportunity to share important information about the culture of your company -- another area that HubSpot does well -- which goes a long way in determining if an applicant is a good fit. 

Mistake #3: Targeting the Wrong Candidates
It is tempting to cast a wide net in hopes of snagging the best candidates for an open position, but blindly issuing a casting call only drowns you in a massive pile of unqualified applicants. Although a targeted marketing strategy yields fewer candidates, you are more likely to find higher-quality prospects. The extra time and energy you expend narrowcasting is recouped by a shorter screening process. To target the right contenders for the job, seek out niche groups on LinkedIn that require members to have the specific skills, knowledge and qualifications you need. To improve efficiency, you should also leverage the networks and referrals that your company and its employees have already established. 

Mistake #4: Not Sharing Your Expertise
LinkedIn is the perfect platform for establishing your company as an innovative leader in your industry. Nu Skin Enterprises, a company that specializes in anti-aging skin care and nutrition products, uses the outlet to demonstrate how it is making a difference in scientific advancements. In early 2014, the network launched a new publishing platform that enables members to post expert content that becomes part of their professional profiles and is automatically shared with their followers. This enables you to connect with job seekers in a meaningful way. You can also follow Commonwealth Bank's lead by asking thoughtful questions that inspire conversations. 

Not Creating an Engaging Profile Page
The dynamics of your profile page determine your ability to attract followers that want to engage with your company.Hewlett-Packard has captured more than 1.6 million followers, who actively interact with the company's LinkedIn page, by posting heartfelt and informative video testimonials from its employees in the Career tab. This behind-the-scenes snapshot of what it means to work for HP demonstrates just how much the company truly values big ideas and the people who come up with them.

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