The HR manager’s guide to LinkedIn

More and more companies are using LinkedIn for recruiting and employer branding, but it can be a jungle to navigate the possibilities – both the free and paid opportunities. In this article, we provide an overview of the possibilities for HR work on LinkedIn.

Employer branding

Numerous industries are struggling with ensuring that relevant profiles have knowledge of one’s business but also that these profiles see the company as a potential and attractive workplace. This often requires efforts in several areas, including:

  • Use of the Company Page to spread the good stories (here, many choose to establish cooperation with the Communications Department)
  • The purchase of sponsored updates to ensure that the stories are seen by the right audience
  • Updating of employees’ LinkedIn profiles
  • Internal efforts with respect to amplification of posts
  • Some also choose to purchase LinkedIn’s career page.


Recruitment via LinkedIn is many things: job postings, ensuring that the correct profiles see the job posting and for some, also the active search for candidates on LinkedIn.

Job postings

Job postings on LinkedIn can be made in several ways. What is essential to establish, in this context, is “who is it that we want to reach?” Is it active or passive job seekers? Or does it not matter as long as they meet specific requirements regarding certifications, training, experience, or the like. Vacancies can be posted on your Company Page, where they will be immediately visible to those who follow your page. Or you can purchase job postings on LinkedIn, and thereby have your postings shown under the ‘jobs tab’ on LinkedIn. The interesting thing with the former approach, in which the job is posted on the Company Page, is that from here it is easy for colleagues, etc. to like and share the job posting, and it is easy from the Company Page to purchase relevant visibility to LinkedIn members with a specific profile.

Active search for relevant candidates

Many companies also choose to actively search for candidates on LinkedIn. With more than 344 million profiles on LinkedIn, there’s a sizable base to address. With the search options, you can easily and without cost identify profiles with specific skills, experience and more. Some companies fill positions exclusively in this way, while others use the active approach as a supplement for the jobs that may be particularly difficult to fill. If the active efforts will be an integral part of the recruitment process, a company can consider purchasing LinkedIn’s Recruiter, which provides more possibilities than the free model.

Employee profiles – What can we require?

For most companies, it makes sense to make an internal policy, or perhaps a set of guidelines for how LinkedIn should be used in your company. Such guidelines may, for example, cover:

  • Are there requirements for how the employee’s profile should look?
  • Are there subjects that you as an employee are not allowed to speak about – not even on LinkedIn?
  • Obligation of loyalty, possibly professional liability, etc.

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