How to have a LinkedIn marketing strategy in sustainability search and recruitment.
We are a boutique specialist in sustainability, and we don’t have the marketing budget of our bigger competitors, so we have adopted the strategy of having a lively presence on LinkedIn.
One of the things we decided early on was to add as much value as we can to candidates and clients in the sustainability universe. Both from a recruitment perspective (how to recruit well), and from a sustainability perspective (this is what your competitors are doing when it comes to hiring and strategy).
An example:
The way this has always worked is that if we talk about our specialist area (sustainability search and recruitment), we set ourselves apart as specialists; and if we give away valuable information we build credibility. At the same time we are reinforcing our values and goals, which are to act with integrity, and help find the right solutions for our clients every time.
If we do that, then more often than not commercial success will follow.
However, LinkedIn keeps changing the rules for those in the sustainability search and recruitment industry. There is an algorithm, which doesn’t like to be gamed, and is always evolving.
An example of this is the fact that if you take a photo from your phone, and post via the LinkedIn app on your phone, you are favoured by the algorithm. If you link it to your value proposition, and add value in very basic text then the algorithm will favour you.
Here we are giving away our secrets… because we want to add value…. and we know the algorithm will have moved on by next week!