“There’s a myth that people join LinkedIn to look for a job, but that’s not the number one reason,” said Sebastián Bezzo, M.A., senior relationship manager for LATAM Talent Solutions at LinkedIn.
The event “LinkedIn: A Network Tailored to Human Resources,” organized by the Human Resources Office of the Graduate School of the Faculty of Administration and Social Sciences, took place on Thursday, October 22, 2015.
Bezzo explained that LinkedIn “is a 100 percent professional social network,” unlike others that are characterized solely by posting 140-character updates or sharing images.
LinkedIn was launched in 2003 and now has more than 380 million users. “The number of new users is astonishing,” said the expert, noting that it will continue to grow.
In Latin America, this network has million profiles. Uruguay has half a million users, a figure that ranks it first, ahead of Brazil, Argentina, and Mexico, relative to its population.
“The growth of social media goes hand in hand with the growth of mobile devices throughout the region,” he explained.
What do users do on LinkedIn?
The main activity on social media is viewing profiles, which is why the expert said that “it’s important to keep them up to date—even the smallest detail can make all the difference.”
Bezzo listed the three main reasons why people join LinkedIn today.
- Networking. This means socializing with coworkers, classmates, or leading professionals.
- Gain knowledge. Users can follow the companies they’re interested in, stay up to date on their activities, and participate in discussion groups. There are over 2 million groups where professionals exchange ideas.
- Personal branding. Users build their professional identity, showing the world who they were and what they want to become professionally.
The best personal profile
Bezzo said, “It all starts with your personal profile: a good photo, a good description, and the use of keywords are essential.”
According to a study conducted by the social media platform, profiles with photos are viewed 14 times more often than those of users who do not post photos. It is important to make use of photos because “they are our calling card,” said the speaker.
For Bezzo, work experience is another key element to highlight in a resume. “It’s very important to tie your resume to the company where you work,” he said. He also recommended using keywords to describe your work experience.
“Using keywords is another priority; you have to be thorough and know how to include as many as possible,” he said. LinkedIn has search engine that allows companies to find professionals with specialized expertise in a particular field using a keyword.
One aspect that users tend to overlook is the professional references that describe each professional’s profile. In this regard, the expert stated that “it is vital to obtain recommendations.”
Social Media in the Workplace
Companies in Uruguay and around the world are using LinkedIn because it allows them to be part of an “ecosystem” that solves many human resources challenges. For example, it helps avoid hiring people “at random” and allows companies to base their hiring decisions on candidates’ skills.
One of the tools the social network offers businesses is called “LinkedIn Recruiter.” This tool enables global recruitment, “to find the professional my company is looking for,” he said.
The second feature is called “Job Slots,” which displays the three most suitable job openings for the user that the network found that day. The goal of this tool is for the company to catch the attention of both active and passive job seekers. The latter refers to candidates who are satisfied with their current job but are open to considering other job offers. Bezzo emphasized that the key concept companies should leverage is “employer branding,” which facilitates interaction with potential candidates. The advantage of this approach is that when faced with two similar offers, the candidate will always lean toward the company with which they interact regularly.
An indirect result of this interaction with users is the growth of the company's fan base.
Employer brand
The expert noted that the concept of “employer brand” is a key factor when recruiting employees through LinkedIn and that companies should showcase images of the work environment.
“Statistics show that a company with a strong brand image spends 50 percent less on recruitment,” Bezzo said.
This is because we do not hire staff in a rush—which can have negative consequences—and there is also no need to hire staffing agencies to outsource the selection of personnel.
Bezzo also pointed out that companies can use a banner with a headline and subheadline on their profile that appeals to the candidate’s emotions to attract them.
In addition, the company’s current job openings are displayed, allowing users to explore opportunities based on their profession. Finally, Bezzo discussed the “LinkedIn Ads” app, which recruiters use to target the audience that truly interests them, and explained how it works.
“I catch the user’s attention while they’re browsing any section of LinkedIn; a banner with the company logo appears, inviting them to join the company,” he said. “All of this helps increase my company’s visibility and keeps me in constant contact with the professionals I’m looking for.”
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