Many of our clients use LinkedIn for their recruitment efforts; in fact, including active use of their recruiter seats. Recruiters typically use LinkedIn to advertise jobs, source candidate profiles, maintain company pages and run pay-per-click campaigns. However, surprisingly few recruiters mention the topic of pushing out content via SlideShare for recruitment branding and marketing efforts.
For instance, healthcare systems such as the Dana-Farber Cancer Institute are actively using the Health and Medicine topic section of SlideShare to promote content to their ideal patients on their channel, but they do not appear to maintain content geared toward physician or nurse candidates. They typically share tips for making conditions manageable such as Chemobrain, which are helpful to their patients and also helps build their hospital brand (as opposed to their recruitment brand).
In addition, there is also another topic section called Recruiting and HR where large companies like Glassdoor promote hiring and recruiting tips. This is an ideal area for candidates who are looking for jobs, but it isn’t healthcare specific, so certain audiences aren’t being reached effectively.
What seems to be missing in both areas is individual content from healthcare systems regarding obtaining a job at their institution and the merits of that healthcare system as an employer. Bigger agencies that do research and physician recruitment such as Merritt Hawkins are active on the site in that manner, but the actual healthcare systems themselves don’t appear to be using it. That seems like an untapped recruitment marketing goldmine doesn’t it? That’s because it is! But, don’t take our word for it! Here’s what LinkedIn has to say about SlideShare’s value. “Share your insights on SlideShare to give your content the audience it deserves. Over 70% of SlideShare’s viewers come from search - from a targeted audience actively searching for your expertise and advice. Building traffic to your blog or website is not easy. But when you upload to SlideShare regularly, our SEO muscle power boosts your search visibility, making it easier to build a following.”
A robust SEO strategy for recruitment branding and marketing is ideal when it comes to sourcing passive talent, and SlideShare is a perfect tie in format to help you reach that goal. With that in mind, here are some SlideShare best practices recruiters can use to make sure their candidate audience loves the presentations they post.
1. Use the Elements of Design
LinkedIn created a great blog called The Elements of Design for Presentations that is a perfect resource for making your first (and subsequent) presentations shine. In this blog they champion Balance, Emphasis, Unity and Movement. These elements refer to the use of typefaces, pictures and the overall structure or layout. Mastering these principals will help you create visual recruitment presentations that knock the socks off your candidates.
2. Consider All Available Resources
LinkedIn has provided a comprehensive resource list here that features options like Keynote as an alternative to Powerpoint and Piktochart that helps you create infographics. These tools will help you make the statement you want to make even if you don’t consider yourself a designer.
3. Create Tailored Content
Take the time to really figure out what your ideal applicant might be searching for. Really delve into what keywords they might consider putting into the Google search bar and then create content around it. Your content should provide something useful to your ideal candidates. For instance, in our line of work an ideal client is a Physician Recruiter. In order to reach that audience, I would think about the things that Physician Recruiters struggle with. Here are some basic ones: low recruitment budget, a heavy search load and too little time to be social on multiple networks. After thinking about that, I could come up with a host of ideas tailored towards saving that person time and then make a presentation around it. It’s easier than you think (and you’re helping people)!
4. Promote It!
After you’ve finished your masterpiece, the most important thing you must do is share it across your social networks. LinkedIn has a lot of built in SEO power, but if you want something to hit your target market, sharing it socially will up that likelihood.
The best way to promote new content is via updated social networks, for instance, your LinkedIn profile! If yours is feeling stale, consider using our free tool to refresh it.