If you were told ten years ago that social networks would be a serious channel to recruit, would you have believed it? Probably not… It is pretty impressive that just in a few years, social professional networks have become one of the top sources of high-quality hires for companies globally.
“Atlas Copco’s presence on LinkedIn will shorten lead times, cut recruitment costs and get better quality job applications. Since LinkedIn can be used not only for talent management but also for marketing purposes, it is a channel for strengthening the brand and promoting products and services,” said Kristina Ahlbom, Employer Brand Communications Manager at Corporate Communications. Atlas Copco signed a contract with LinkedIn, in December 2013, with the aim of using the platform as the strategic source for social recruitment and a channel for building long-term relationships with present and future talents.
The global Atlas Copco page on LinkedIn consists of a company tab and a career tab. The company tab contains general information about Atlas Copco and from here, company updates are sent to the followers; either to all followers, or to a targeted audience, depending on the message. By sharing valuable information via company updates, Atlas Copco has a great channel to generate business leads, strengthen customer relationships and engage with current and future employees.
Atlas Copco’s presence on LinkedIn will shorten lead times, cut recruitment costs and get better quality job applications.
Broad recruitment outreach
On the career tab, film clips and testimonials from employees are found. This is also where job vacancies are displayed. All jobs posted in the Internal Job Market and published externally on the Atlas Copco website are automatically wrapped to the career tab on LinkedIn. The open jobs are therefore exposed to the whole network on LinkedIn without any extra effort or cost, giving the recruiter the possibility to find more and better candidates.
The world is changing. Companies recruit, market and sell in a new way. People in business need to be more available and make faster and more legitimate decisions. Networks on the web make it possible for professionals to consume and share information with each other more effectively.
How can local countries engage with their target audience?
Atlas Copco’s major markets should appoint one administrator per country or region. For a more local touch, texts on the page must be translated into local language and the career view can have a local picture. India, China and Turkey have already localized their view and are engaging with their target audience on a local basis.
“LinkedIn has only been open to the Chinese market for half a year, but I see great potential in the platform. It is becoming a more and more important social media channel in China. We wanted to be active on LinkedIn from the start and communicate with all our stakeholders. It is very convenient that we can direct our communication to only the Chinese followers, both customers and prospects as well as present and potential employees. In that way, we can use local language and therefore drive traffic to the site, and still profit on the global presence of Atlas Copco’s main page, showing that we are one big company. Hopefully we can find synergies with other Chinese social media channels like Sina Weibo and WeChat.”