"Anytime we can get a physician willing to put their own name on something, or they're willing to let us tag them in a video, that shows up on their social media profiles. Those colleagues they're associated with and did training with are going to see that," says Kessler. "We want those folks talking about the organization in a way that's going to be in front of their friends and colleagues, showcasing their work. Because that's how you attract that additional talent pool."
Employees want the company brand their stamped with to carry on as a positive beacon to future employment opportunities. They want to get a sense of the kind of people they might be working with, and where this job may lead them in the future.
"LinkedIn has yielded a lot of success on the corporate recruitment side," says Jeff Lowry, senior corporate recruiter at Geisinger Health System in Danville, PA. Social media and job postings make up approximately 35% of their recruiting efforts.
"We've been driving a lot of candidates to our career site through our LinkedIn page. It's been really successful there for marketing, sales, and insurance professionals. That's where our best return has been. Our strategy moving forward is to incorporate all areas of talent acquisition here."
LinkedIn's own company page has more than 500,000 followers. With a careers page including day-in-the-life videos and messages from executives, job applicants get a thorough picture of what it's like to work at LinkedIn.