Six Tips For Using Linked In


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Six Tips For Using Linked In

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Six Tips For Using Linked In

  1. 1. How Bullhorn Sees it: Six Tips for Using LinkedIn and Other Social Networks for Recruitment Success sponsored by
  2. 2. Bullhorn: Six Social Networking Tips The use of social networks to enhance recruitment initiatives continues to gain acceptance. But a guide of best practices for leveraging this valuable technology remains elusive. Bullhorn offers these highly effective techniques for using social networks such as LinkedIn®, Facebook™, ZoomInfo™ and other online tools of the trade. 1. LinkedIn works best if you modify your voice mail message strategy. The best use of a social networking site lies in the use of its voicemail. This may sound arcane or too specific, but it is important. “Recruiters working on At the end of a typical call, consider saying something like, “My name LinkedIn, Facebook or is Bob Bullhorn and I’m a recruiter and I’ve got this search assignment. MySpace have documented If this is something you might be interested in, give me a call back.” that they get twice as Recruiters working on LinkedIn, Facebook or MySpace have many callbacks if they say, documented that they get twice as many callbacks if they say, “You “You and I are networked and I are networked together” and then leverage a name of a mutual together” and then leverage contact. “You and I are linked together through—Art Papas.” Contacts a name of a mutual contact. are more likely to call back because they are on LinkedIn. Contacts are more likely to call back more because This method certainly replaces the cold recruitment list. Meanwhile, not very many recruiters are using the posting list very effectively in they are LinkedIn.” Q&A forums, perhaps because most recruiters already see themselves as being branded. One great idea by LinkedIn is its continued indexed increase in groups, which will make the application more targeted and specific. Staffing and Recruiting Software. On Target, On Demand™ 1
  3. 3. Bullhorn: Six Social Networking Tips 2. People on LinkedIn are not passive, they’re poised. There’s a difference. “Social networking has been sort of anointed as the way to get passive candidates,” said Danny Cahill, President of Hobson Associates. “Essentially the value proposition until now has been: companies could get people off of job boards. Those people are obviously looking. But companies can’t get at the passive people, those who aren’t looking, without a recruiter. Social networking gets them to the passive people.” “People on a social Even better, companies can reach a person on LinkedIn, for example, networking site are not without paying a fee. That obviously is not the experience of most passive; they are poised recruiters. to make a job change. And there is a difference Regardless of what the original business model was for LinkedIn, the recruitment industry has taken it seriously and use it as a staffing between passive and site. When someone goes to LinkedIn and posts his or her profile, poised. Whereas cold the expectation exists that someone will approach them about a job sourcing is, ‘I had no idea opportunity. Although the user did not apply for a job as they would on I was going to even think a job board, the intent is essentially the same. about a change until you called me because a friend The takeaway here is that people on a social networking site are not passive candidates; they are poised to make a job change. And there referred you.’ That kind of is a difference between passive and poised. Whereas cold sourcing response is irreplaceable is, “I had no idea I was going to even think about a change until you and is the essence of the called me because a friend referred you.” That kind of response is true headhunter.” irreplaceable and is the essence of the true headhunter. Staffing and Recruiting Software. On Target, On Demand™ 2
  4. 4. Bullhorn: Six Social Networking Tips 3. LinkedIn is a good way to source names and find candidates, but don’t expect the network to do the work for you. Some recruiters oversimplify social networking. They worry that companies won’t need them because LinkedIn offers direct access to passive candidates. That is not the situation at all. As journalist “LinkedIn is a tool best used Thomas Friedman talked about in his book, The World Is Flat, the by recruiters, but at the end world is going open source. Everything is available to everybody. of the day, if the message The only people who will make money are the ones who take the information and do something innovative with it. you leave for someone off of a social networking When came online in 1997, some recruiters were only platform isn’t better than forwarding resumes of people who were already looking and charging the message left by an HR full fees for that service. Those recruiters certainly suffered the most person, then, yeah, you are from the advent of job boards. The same is true with social networks likely to fail. But how is that today. Some hiring managers may believe that all they need to do is set up a LinkedIn profile, and they will soon be connected to all of the any different than an HR candidates they need. person making a recruiting call or putting an ad in The However, anyone who has used these social platforms knows it is Sunday Times? It is simply not that simple. You get names but not necessarily emails, and you a better way to source certainly do not get phone numbers. So at the end of the day, it is names; it is not necessarily not about who can identify these people. As Friedman would say, everyone is going to have that information. So as the candidate, I a panacea to recruit a would ask myself, “Which of the three or four emails from a recruiter candidate.” that I received am I going to return? Which one captures my attention? Who has the best job? Who has the inside information about the job that is compelling to me?” LinkedIn is a great innovation, a wonderful tool, a nice arrow in the recruiter’s quiver. But every time an innovation occurs in the marketplace, an innovation like LinkedIn, so many recruiters automatically assume that they are going to be replaced by that latest new application which is simply an overreaction. LinkedIn is a tool best used by recruiters, but at the end of the day, if the message you leave for someone off of a social networking platform isn’t better than the message left by an HR person, then, you are likely to fail. But how is that any different from an HR person making a recruitment call or putting an ad in The Sunday Times? It is simply a better way to source names; it is not necessarily a panacea to recruit a candidate. It’s also important to realise that to be successful with social media, you can’t expect it to replace making cold calls. In the U.S., some firms teach trainee recruiters to use LinkedIn during the first week of employment and expect them to have over a million names in their network within nine months. Using the old method, even adding a whopping 40 names a day from successful phone calls – you’d have 80,000 names in 10 years. The opportunity that LinkedIn offers recruiters to reach a large audience is simply irreplaceable. However, this information is useless if you don’t know how to use it. Staffing and Recruiting Software. On Target, On Demand™ 3
  5. 5. Bullhorn: Six Social Networking Tips 4. LinkedIn is the second stop (after checking your own database for active candidates) to get referrals. LinkedIn is starting to change because it is starting to move toward groups, and those groups are getting better because LinkedIn is now indexing the groups. Groups until recently have been fairly confusing on LinkedIn. Now you can quickly locate types of individuals who are like-minded. In general, LinkedIn is still not as effective as far as postings, but it is effective as far as replacing a cold recruiting list from Hoover’s or ZoomInfo. Here’s a basic workflow. First, when you get a requirement, go to your database to see if you have any active candidates. Then, go to LinkedIn, create a list that years ago would have been a cold-call recruitment list (because years ago, you would have gone to Hoover’s to get all of the customers who compete with your client). Work that list first looking for referrals for people you can work with, not necessarily for candidates, but for referrals. Thirdly, make cold recruitment calls, including from the list of competitors. You can make your use of LinkedIn even easier if you use a recruitment software such as Bullhorn that automatically connects to LinkedIn. When you are in your contact or company record in Bullhorn you can click a button to search for that person or company within LinkedIn, instantly showing you the results which you can leverage in your recruitment efforts. You save valuable time and effort as you don’t have to log into the other network separately leaving more time for beneficial recruitment activities. Recruiters who are having a hard time with this system either do not understand at all what LinkedIn is, which is a mistake to start with, or they’re drunk on it and no longer use any other effective tools. Either way, they’re taking it too literally and too seriously. Staffing and Recruiting Software. On Target, On Demand™ 4
  6. 6. Bullhorn: Six Social Networking Tips Copyright © 2009 Bullhorn, a great reserved. It 5. Facebook is Inc. All rights site. has a role to play, but today it’s not ideal for sourcing Facebook and MySpace have a very limited role in recruitment, and for sourcing, it seems there’s no point in getting on them at all. Facebook and MySpace create the false illusion of valuable connections, like adolescents thinking they are developing a “Most top recruiters use relationship that will result in something deeper than an exchange of information. A 14-year-old boy who is on a social network all of the Facebook simply as a tool time talking to girls whom he’s never met and probably never will meet to learn more about a provides a fascinating analogy to recruiting on Facebook. The boy candidate once they get thinks he has girlfriends because they have a Facebook relationship. referred to that recruiter. But those girls are halfway across England, or in Italy or the United So, if a candidate gets States, and he’s in London. referred, whether on the People in HR similarly often think they have strong relationships with phone or through LinkedIn, candidates when they connect on Facebook. But they soon find they a lot of top recruiters now can’t get those candidates to do anything, can’t get them to take that go to Facebook to see if next step. The whole process lacks salesmanship and persuasive skills, the candidate has a profile, which are at the essence of being a good recruiter. because there is a lot more information there than on Having said that, a tremendous number of people above the age of 25 are getting on Facebook every month and the average age is trending LinkedIn. Then when the upward. But right now, “Most top recruiters use Facebook simply as candidate makes that phone a tool to learn more about a candidate once they get referred to that call to you, having read recruiter. So, if a candidate gets referred, whether on the phone or their Facebook profile, you through LinkedIn, a lot of top recruiters now go to Facebook to see know more about them. if the candidate has a profile, because there is a lot more information That’s a legitimate use of there than on LinkedIn. Then when the candidate makes that phone call to you, having read their Facebook profile, you know more about Facebook.” them. That’s a legitimate use of Facebook.” Staffing and Recruiting Software. On Target, On Demand™ 5
  7. 7. Bullhorn: Six Social Networking Tips 6. ZoomInfo is a great tool to generate new and better requirements. For most uses, the free version of ZoomInfo is a fantastic application and probably sufficient. But most recruiters nonetheless misuse it. “ZoomInfo allows you to Too many recruiters see ZoomInfo as just another way to source the get marketing lists that same information about candidates as you might find in Broadlook, might generate better MySpace or LinkedIn. Is that really valuable? requirements. And it’s Top recruiters with experience using ZoomInfo say its greatest value is better requirements that are as a way to get client companies to take the phone calls that find the the ultimate recruiting tool.” requirements. ZoomInfo allows you to get marketing lists that might generate better requirements. And it’s better requirements that are the ultimate recruitment tool. Remember what we said above, about Thomas Friedman’s argument of a flat world in which everyone has the same names and the only people who make money are the ones who can do something with the names – do something to influence a candidate to call back? That philosophy bears repeating here when you think about how to get the most value out of ZoomInfo. Is it going to be you who engages with Candidate A on LinkedIn? Or is it an HR staffer at some other organisation? The answer is going to be, it’s the recruiter who has the best job to offer Candidate A. If you have a job that’s better than the one another recruiter offers, then the candidate will be attracted to you. If you call that candidate and say, essentially, “How would you like to do what you’re doing now, but do it somewhere else so that I can make a placement?” You’re not going to get a call back. Acknowledgment This paper is based on an interview with Hobson Associates’ Danny Cahill, the only industry guru in the U.S. who runs a recruitment firm every day. Cahill started at Hobson Associates right out of college. He became its Rookie of the Year, top producer and general manager by the age of 26. At 27, he bought the company and has since built it into one of the largest search firms in the U.S. that specialises in Software Sales, Biotech Sales and Industrial Sales talent. He is the Educational Chairperson of the Pinnacle Society, 75 of the highest achievers in the industry. He also owns and runs, an online training and mentoring company dedicated to enhancing the skills and jump-starting the spirits of recruiters worldwide. About Bullhorn, Inc. Bullhorn is the global leader in On Demand, front office staffing and recruiting software, providing the only completely integrated front office solution for staffing and recruiting firms. Bullhorn’s customers achieve the highest placement rates in the industry. By enabling recruiting, sales and management to live and work together, Bullhorn synchronizes sales and recruiting to generate, source and fill job orders in real-time, at anytime and from anyplace. Delivered through software as a service, Bullhorn continually meets the evolving business needs of its customers. More than 1,400 firms and 14,000 users worldwide, including some of the largest global staffing firms, partner with Bullhorn to meet the employment demands of the global economy. For more information, visit, email or call 0208 133 8903. Bullhorn is a registered trademark of Bullhorn, Inc. All other trademarks are the property of their respective owners. Staffing and Recruiting Software. On Target, On Demand™ 6