Stand Out! How to Promote Jobs on Your LinkedIn Company Page

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Jump out of your candidate’s LinkedIn feed and get them to check out your job openings. Here’s everything you need to know about crafting eye-catching Company Page updates.

Example of a stand-out LinkedIn company page update used for social recruiting

Illustration by Christian De Pape

Most companies don’t use their free LinkedIn Company Page to promote jobs as well as they could.

That’s a shame. The professional social network boasts 500 million users. It provides a top source of quality hires and remains ground zero for any social recruiting strategy.

Posting from a Company Page also lets you leverage features you don’t get with your personal account. Link preview customization and audience targeting come in handy when you’re trying to attract strong candidates.

Today, you start doing better.

This guide will show you how to create, post, and promote a LinkedIn Company Page update that will:

  1. Stand out in a busy feed
  2. Capture your target candidate’s attention
  3. Make them interested in what you can offer
  4. Get them to take the next step

Alright, let’s do this.

CHAPTER 1

Crafting Your LinkedIn Update

Your update will include three parts:

Link, text, and image.

Let’s take a look at how to optimize each of these.

Scissors, a ruler, and a crayon

Web URL

Link

The purpose of your LinkedIn update is to promote a job opportunity. When you boil it down, you’re really after one of two outcomes.

Get the viewer to:

  1. Visit a web page – a job posting, careers site, news release, or article
  2. Make contact – through email, phone, or LinkedIn message

Either way, the outcome relies on providing a link. Whether it’s a URL or email address, your first step is to have that link handy and make sure it works.

Shorten web links using Bitly or Goo.gl. Not only do these tools reduce the character-count of your URL, but they also track clicks and help you understand who is clicking. You can also customize the short-link to include a call to action (http://bit.ly/join-the-acme-team) or simply remind you where the link goes (http://bit.ly/tech-recruiter-role).


Typing cursor

Text

Getting the reader to take action requires a little persuasion. This is the job of the written part of your update.

A copywriting formula can help you structure your message for maximum effect. Try this one:

  1. Talk about the reader (not “I’m looking for…” or “We’re hiring…”)
  2. Tell them how you will improve their life
  3. Only then, introduce the role or company
  4. Tell them what to do next with a call to action (including your link)

Call to action words

Watch, see, learn, explore, discover, imagine, feel, begin, start, join, get, find, follow, build, grow, email, message, hear, chat, ping, reach out, connect, meet, introduce, talk, check out.

Keep your copy short:

  • Ideal length: 200 characters or less (to avoid the “Read more” cut off)
  • Maximum length: 700 characters

Make sentences short and simple, too. The shorter and simpler, the easier to read. The easier to read, the more likely it will be read. Use Hemingway Editor to see how easy your message is to read.

Where do you put the link? Typically, at the end of your message, as part of the call to action. URLs and email addresses show up bolded and blue in published updates. Because they stand out, you can play around with link placement. A colon (:), en-dash ( – ), or arrow (→) can help direct the reader’s eye to your link:

Curious? Email me: christian@recruitingsocial.com
Curious? Email me – christian@recruitingsocial.com
Curious? Email me → christian@recruitingsocial.com

When you include a website URL in your update, LinkedIn auto-generates a link preview image and title. The title can be customized to whatever you want. If you’re linking to a job posting, you can reference the role and company name:

Sales Recruiter at ACME

You might include a call to action. For example:

Sales Recruiter at ACME: Apply Today

Bonus points if you can pack the clickable title with feeling:

Sales Recruiter, Meet Your New ACME Family

Like other social media, LinkedIn supports hashtags. Because they appear in the same prominent, blue text as links, it’s wise not to include more than one or two. Use hashtags to highlight:

  • Job function – #devops, #sales, or #marketing
  • Location – #Seattle, #DTLA, or #Brasil
  • Brand – #lifeatgrindr, #BEColliers, or #Top10Workplace
Step-by-step example

Gain #recruiting experience and training. See life inside companies big and small. We’re hiring a coordinator – check out the details: http://bit.ly/apply-to-recruiting-social

Recruiting Coordinator: Yes, You! Join the Recruiting Social Team

➊ Talk about the reader and how you will improve their life.

➋ Introduce the opportunity.

➌ Tell them what to do next.

➍ Link title that includes a call to action.


Cursor next to image of an eye

Image

Your Company Page update will compete with a hundred other posts in the LinkedIn feed. You don’t need an image, but a strong visual will help you win the battle for your target audience’s attention.

You can include an image one of two ways:

  1. Attachment – like posting a photo on Facebook
  2. Link thumbnail – an image preview of the URL in your post

Image types

Attachment

Example of a LinkedIn Company Page update featuring an attached image

Link thumbnail

Example of a LinkedIn Company Page update featuring a link thumbnail image

Both appear in the LinkedIn feed at the same size. Link thumbnails auto-generate when you paste a website URL in your update. However, they can be customized – replaced with an image of your choice.

Only link previews click through to an outside URL. If your desired outcome is for the reader to visit a web page, use thumbnail customization to your advantage. It gives another, bigger target for the reader to click.

Unlike images shared from your personal LinkedIn profile, photos, illustrations, and graphics shared from your company page must meet specific shape and size guidelines. This includes link preview images. Otherwise, a less-than-attractive white border will frame the visual.

  • Use a 1.91:1 image aspect ratio
  • Ideal image size: 1,200 x 627 pixels
  • Minimum width: 200 pixels

Image shapes

1,200 x 627 pixels

Example of correct image shape for a LinkedIn Company Update: 1:1.91 aspect ratio

900 x 900 pixels

Example of a LinkedIn Company Page update featuring a square-shaped image

What should your image actually be?

A photo can be used to show off your employees and workplace.

Choosing group shots of your team is tempting. However, close-ups of two to three individuals are more intimate and impactful. Photos of company swag can also be effective.

Avoid stock images, which tend to give themselves away and appear inauthentic. Professional photos are ideal, but DIY photography with your iPhone or Android works just fine.

Some guidelines for social media photography:

  1. Use natural light. Position subjects so the light hits from the front or side, not from behind (don’t put the subject in front of a window).
  2. Take landscape-oriented photos (turn the phone on its side). They’re easier to crop for LinkedIn and provide better resolution.
  3. Don’t zoom. Stand closer to your subject, or crop the photo later.

If the photo isn’t too busy, you can overlay your logo or tagline.

Image content

Photo

Example of photo for a social recruiting LinkedIn Company Update

Graphic

Example of graphic for a social recruiting LinkedIn Company Update

A simple graphic is another image option. This might be as simple as your logo on a colored background. It might be the job title and location. It could be your employer value proposition. Or maybe be a relevant quote from an employee or executive.

Ideally, graphic images should follow your company’s branding guidelines: typography, iconography, color, and layout.

If possible, seek help from your marketing or creative team to create the image. They might even be able to produce a Photoshop or Illustrator template your team can easily customize. Otherwise, DIY tools like Pablo and Canva are useful.

Step-by-step example

Gain #recruiting experience and training. See life inside companies big and small. We’re hiring a coordinator – check out the details: http://bit.ly/apply-to-recruiting-social

Recruiting Coordinator: Yes, You! Join the Recruiting Social Team

Example image for a LinkedIn Company Page update for social recruiting purposes

CHAPTER 2

Posting & Boosting Reach

You’ve crafted an eye-catching, enticing update.

Now let’s get it out there, drumming up new candidates.

Satellite sending signals to Earth

Cursor clicking Post button

Posting to your Company Page

Choose a time to post. Engagement on LinkedIn peaks before work, at lunch, and immediately after work on weekdays.

Clock

Best times to post

Tuesday to Thursday
7 to 8 AM
10 to 11 AM
4 to 5 PM

Clock

Worst times to post

Saturday & Sunday
7 PM to 6 AM

Sources: The Balance; Simply Measured

Go to your Company Page. Click the “Me” icon at the top of your LinkedIn homepage.

Below Manage, select your Company Page.

Finding the Company Page from your LinkedIn account

Set up the update. Paste the message draft in the “Share an article, photo, or update” text box.

If you’ve included a URL, a link preview will appear. Once the preview appears, you can remove the URL from the message. This looks cleaner, but leaving the link gives your reader another option to click.

Setting up the LinkedIn Company Page update

If you have included a website URL:

  • Customize the link preview image. Click the camera icon. Choose the image file on your hard drive. Click “Open.”
  • Customize the link title. Click on the current title. Type or paste the new title over it.

Customizing the link preview in a LinkedIn Company Page update

If you haven’t included a website URL:

  • Attach the image. Click the “Images” button in the bottom left corner and select the image file from your computer.

Target your update. Click the “Post Settings” button in the bottom right corner. Leave the post visible to all members of the public, or click “Target Audience.” This option lets you select the attributes for the followers you want to target, such as function, seniority, and geography.

Select the target audience for your job promoting LinkedIn update.

Click “Post.” Done!

Step-by-step example

Example LinkedIn Company Page update promoting a job opening at Recruiting Social


Megaphone

Boost reach by sharing with your team

On LinkedIn, likes and shares both increase your update’s reach. Get your team involved – make it easy for them to push your post to their networks.

To share your post on Slack:

  1. Take a screenshot of your update (press Shift-Command-4 on a Mac; use the Snipping Tool on a PC).
  2. Copy the link to your update (click the “…” button in the top right corner of the post, then click “Copy link to post”).
  3. Drag and drop the screenshot into an appropriate Slack channel. Rename the image title if you’d like.
  4. Paste update URL into the comment box (press Command-V on Mac; Control-V on PC). Add a call to action, like “Like and share this job posting here: http://linkedin.com/your-update.”

Slack message asking colleagues to share a job posting on LinkedIn

To share your post in an email:

  1. Take a screenshot of your update (press Shift-Command-4 on a Mac; use the Snipping Tool on a PC).
  2. Copy the link to your update (click the “…” button in the top right corner of the post, then click “Copy link to post”).
  3. Create a draft email and insert the screenshot.
  4. Type a call to action like “Click here to like and share this post” and link it to the update URL.

Email message asking work colleagues to help out with social recruiting on LinkedIn

CHAPTER 3

20 Inspiring Examples

Looking for ideas?

Here are twenty varied samples. Pick your favorite, identify what you like about it, and get crafting your next job-promoting LinkedIn update.

Brain with a lightbulb

Grindr

Grindr LinkedIn Company Page update
Grindr LinkedIn Company Page update

(Full disclosure: Yours truly produced these LinkedIn updates for Grindr. Want that kinda help too? Email me: christian@recruitingsocial.com.)


TD

TD LinkedIn Company Page update
TD LinkedIn Company Page update

General Assembly

General Assembly LinkedIn Company Page update
General Assembly LinkedIn Company Page update

Google

Google LinkedIn Company Page update
Google LinkedIn Company Page update

Colliers International

Colliers LinkedIn Company Page update
Colliers LinkedIn Company Page update

Hudl

Hudl LinkedIn Company Page update
Huddl LinkedIn Company Page update

Animal Logic

Animal Logic LinkedIn Company Page update
AnimalLogic LinkedIn Company Page update

Igloo Software

Igloo Software LinkedIn Company Page update
Igloo Software LinkedIn Company Page update

Hulu

Hulu LinkedIn Company Page update
Hulu LinkedIn Company Page update

Nike

Nike LinkedIn Company Page update
Nike LinkedIn Company Page update



Christian De Pape, Head of Brand and Operations at Recruiting Social; employer branding and recruitment marketing expert; design thinking and service designer.
About the author

Christian De Pape is the head of brand and operations at Recruiting Social. He is an expert in user-centered branding, communications, and content for recruitment. Connect with Christian on LinkedIn.


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