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When Miroslav Sendlai 3 years ago he was deciding which direction to take in his working life, he had 3 options to choose from. Logistics, marketing and recruitment. It was no accident that his steps were directed to HR. He began sharing his experience in staffing agency and internal HR at LinkedIn and after a few months he was approached by the company for help with recruitment. When such companies began to increase, he decided to take advantage of this opportunity and start his own business.
Today Miroslav's specialization is job advertisements, which are one of the basic elements of successful recruitment. He helps companies develop advertising strategies and, as part of consultations, teaches them how to write successful advertisements and what tools to use for this. One of these tools is LinkedIn, where more and more companies are looking for suitable candidates. What advertising options does it offer? What are the advantages of advertising on LinkedIn over standard advertising on job portals? And how to use the recruiting potential of this social network to the fullest? That's what we're talking about Miroslav They talked in this conversation.
In your business, you specialize in job advertisements and teach companies how to write them to attract the right employees. Why did you choose this particular area of HR?
Job advertisements are an essential part of every HR department. IN staffing the agency where I started were the only source of candidates at the time, and if I wanted to improve my paycheck a little, I had to figure out how to get the most out of them. I began to notice which parts - whether of the job advertisements themselves or the posting itself - could be changed to produce better results.
When I moved on to internal HR, I was given the opportunity to test all my “theories” and see what really works and what doesn't. You could say that I chose this area out of necessity, but today I know it was the right choice.
However, it is important to mention that having a well-written job advertisement is only half the success these days. It is equally important to have a well-set advertising strategy that can attract many more candidates even with the average ad.
Having a well-written job ad is only half the success these days. It is important to have a well-established advertising strategy.
In addition to teaching companies to write successful job postings and working with them on recruitment strategies, you also look at how to find the right employees on LinkedIn. What role does LinkedIn play in modern recruitment?
In active recruitment, it is for recruiters LinkedIn the same must-have paraphernalia as reaching out bidders using job portals. Many career advisers advise candidates to dutifully fill out a profile on LinkedIn, add a representative photo and wait for some recruiter or headhunter to find them. This is a way that works, but it can also be done differently.
LinkedIn has a section It's jobswhich essentially serves as a job portal. You can add job offers there, graduate them and even address candidates in this way. However, it is more challenging than on job portals, as candidates in our country are not yet fully accustomed to this form. In addition, LinkedIn advertising has a few specifics that are good to know if an ad is to be successful. However, one ad can be posted for free, so it's definitely worth a try.
What is your experience of using LinkedIn as a recruiting tool in companies when you deal with this issue with them? Do they take advantage of this option or do they start only after consulting with you?
More and more companies are starting to realize that LinkedIn is a good resource bidders. Not for all positions, but a really wide range of people can be found there. Therefore, they are trying to find out how they can use it. The success rate depends on the job itself and how recruitment You can access LinkedIn. If you just copy an ad from a job portal and wait for someone to hear from you, you may not wait.
Since LinkedIn is not primarily a job portal, it is necessary to have a well-set job advertisement and strategy that can reach the right candidates. It's not rocket science, and you can learn it yourself. It is then up to you to consider whether you want to waste your time and risk being outpaced by the competition, or get advice on how to do it.
LinkedIn is a social network, and this also brings other possibilities to increase the reach of advertisements and thus achieve better results. This is something that almost no one does on LinkedIn, or only to a minimum extent. Therefore, when I consult advertising on LinkedIn, I try to show clients that there are more possibilities to work with a job offer.
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What are the advantages of posting job ads on LinkedIn over standard job posting on job portals?
I would definitely mention these three, which I think are essential.
1. You can also share your job ad across your network through posts, increasing your reach and reaching many more candidates with the right method than if you just posted the ad in the Jobs section.
2. LinkedIn does not yet have as much competition as on job portals, therefore personnel who already know how to use LinkedIn as recruitment tool, they can gain a great competitive advantage.
3. If you have strong employer branding on LinkedIn, pretender has the opportunity to learn more about you that may influence the decision whether to respond to the offer. And if you also indicate a contact person in the advertisement, the candidate can directly communicate with the recruiter and get the necessary information. All this without having to leave LinkedIn.
What advertising options does LinkedIn currently offer?
Currently, this is the Jobs section already mentioned, and the second option is to share the job offer directly in the post. Through posts, you can share a job advertisement from the job portal, share it directly from the Jobs section or write information about the job directly in the post.
However, here I would emphasize that if you want the candidate to then also go to the job portal and look at the job offer, there is more to the post than just that you are looking for someone. I see a common mistake in companies not using the space of the contribution itself. One post can have up to 3000 characters, so do not just share the link to the job offer, but in the text of the post:
• list a couple of main information (location, salary, form of employment, job description in 2-3 points),
• summarize in a few points who you are looking for so that the candidate has a reason to respond to your ad,
• indicate in the post a colleague, let him also express himself, not only about the position, but also about cooperation in the team/department (in addition, this will increase the reach),
• write what no longer fit in the advertisement,
• choose the right hashtags.
Which of the above options do you think has the greatest potential to attract as many relevant candidates as possible?
A combination of both options is ideal. The best option is to post a job advertisement in the Jobs section and then share it in posts to increase reach. In this way, the job ad will not only be seen by candidates who directly search for it in the Jobs section, but also by people you are connected to on LinkedIn. And with the right method, you can increase that reach even more.
Companies often choose only one option, unaware that they can complement each other effectively. Considering that sharing in such a form is practically free, it is advertising space for your advertising that does not cost you anything.
Sharing job ads in posts provides advertising space for your ad that costs you nothing.
Is there such a thing as an ideal recruitment strategy on LinkedIn? What steps should businesses take to make the most of LinkedIn's capabilities?
First of all, I would recommend finding out if LinkedIn is your target audience. Because if it isn't, no strategy will help you. An active corporate profile and ambassadors can support advertising by regularly sharing information from life in the company. This creates the space for candidates to have sufficient awareness of the company and better decide whether to respond to the offer when advertising is published correctly.
And in the end, the same applies as when advertising on job portals. It is necessary to have an eye-catching ad that manages to capture the candidate's attention. The advantage of LinkedIn is that it does not have a predefined order of each section (salary, job description, benefits...), so you can edit the text as you need. Various emojis or text highlights can help you with this, but here I would be careful not to make a colorful but cluttered stew out of the ad.
How is the procedure for filling the position of sales representative and production operator different? Is LinkedIn the right recruiting tool for all types of jobs?
When writing a job advertisement, you should first define who your target audience is. Then everything else follows from that. A job advertisement for a sales representative will have a different content and style of communication than for a production operator, because for example, different benefits are preferred for both positions. The same applies to seniority, whether of age or work.
In my experience, LinkedIn is suitable mainly for positions in administration, IT positions, economic and financial positions or middle or senior management positions. But you can also find warehousemen, call center operators or electricians. For those, I would prefer to be more active. recruitmentbecause their representation is really small.
Can you share a few basic tips on how to create an attractive LinkedIn ad that will appeal to the right candidates?
The composition of the job advertisement is to some extent the same when you post it on LinkedIn or on a job portal. I always teach that there are five fundamental parts of an advertisement that determine its success.
1. Headlinethat is the most important part of the ad, because if you do not take the candidate already here, there is no reason to look at your ad, even if you are offering a dream job.
2. Wage conditions It is often a decisive factor whether a candidate responds to an offer or not. If you are not transparent in them and try to pull the candidate's nose, it can discourage him from reacting.
3. The content of the work is the heart of the ad. Here you have the space not only to describe what the candidate should do, but also to show why he should work just for you.
4. Benefits can significantly influence candidates' reactions, because not every benefit you offer as a company is a real benefit for candidates as well. Therefore, you need to know your target group and calculate the benefits accordingly. Other benefits will appeal to Generation Z and other millennials.
5. Requirements for employees are often the reason companies disqualify candidates themselves. They often look for supermen instead of candidates who can handle the job equally well.
And finally, how do you see the future of LinkedIn as a recruiting tool?
By taking the number of active users to LinkedIn rising, it will be increasingly used even for Recruitment of employees and will definitely become a mandatory outfit for recruiters and headhunters in the near future. Therefore, anyone who starts working fully with it now will have a competitive advantage later and will be able to adapt more quickly to the changes that LinkedIn introduces quite often.
