The Best LinkedIn Account for Recruiters

 

As part of my job I’m often asked by both in-house and agency recruitment
managers for my advice around their level of LinkedIn investment. This is because the only readily available advice is from LinkedIn Sales Representatives or recruiters who have had prior exposure to Premium or Recruiter Products.

This article is intended to make the decision making process easier, by providing an independent review of the pros and cons of a range of LinkedIn solutions, based on my personal experience and feedback from Prominence clients. If your view on LinkedIn investment differs it would be great to hear your experiences in the comments.

My Personal LinkedIn Experience

I first utilised LinkedIn to recruit in 2009 (I know quite late on, but this was fairly early in New Zealand), in 2010 my employer purchased a number of Recruiter Licenses and I was fortunate enough to receive one. I used it off and on for around six months and then (stupidly) provided honest feedback that with the exception of InMail access I saw very little value in having a Recruiter account. Not surprisingly my Recruiter account was quickly transferred to someone else in my team!

In 2012 I got offered access to Recruiter again and happily accepted hoping to discover new features. For the next 12 months I regularly achieved my InMail allocation, accrediting many of my placements to LinkedIn, but still didn’t see much benefit beyond InMail.

Since leaving recruitment I’ve paid for a Business Plus account, primarily to avoid a variety of Basic plan restrictions but also because as I use LinkedIn regularly I feel paying a reasonable price for access is the right thing to do (although my goodwill eased a little when the price doubled early this year).

Typical Recruiter Approach

Over the last couple of years we have trained a range of in-house and agency recruiters. Nearly every client has invested in LinkedIn in a different way, including, making do with free accounts, sharing LinkedIn Recruiter (something LinkedIn has aggressively clamped down on), multiple Business Plus accounts or in a couple of cases providing every recruiter with a Recruiter license, with an annual cost that comfortably runs to six figures.

Forced Upgrade

Some of those who have resisted spending on LinkedIn have recently been forced to reassess their approach since LinkedIn introduced a Commercial Use Limit. This is largely because recruiters that have been utilising free accounts have now found their search activity restricted. There are several work-around options based on x-ray search such as custom search engines or products like Lusha, Recruit’Em (free) or SourceHub (requires registration), but it is generally a lot more cost and time effective to give in and upgrade.

I suspect LinkedIn would like recruitment firms to upgrade their recruiters to either the Recruiter Lite or Recruiter Corporate packages, but these aren’t always most cost effective solution.

Recruiter Activity

When considering whether to upgrade your recruiters LinkedIn account, the most significant factor to assess is the current activity of each recruiter.

Utilising LinkedIn requires a different approach to job board / database sourcing. Recruiters have to search and cold-contact prospects rather than dealing with job applications and network connections that are largely warm relationships.

Therefore it is my belief that if recruiters aren’t hitting the monthly Commercial Use Limit then they aren’t ready to have a Premium account. This doesn’t mean they shouldn’t be given an account, but before they are, they should be provided with training and support to become more search focused.

Upgrade Options

There are three LinkedIn upgrade options, Business Plus, Recruiter Lite and Recruiter. As a Recruitment Manager the logical choice would be one of the Recruiter products, but before making your selection review your business’s specific requirements.

No ATS or RCMS

If your business has no existing Applicant Tracking System (ATC) or Recruitment Customer Relationship Management (RCRM) platform then LinkedIn Recruiter is a logical choice as it can perform this function for you. The Talent Pipeline function also allows non-LinkedIn CVs or resumes to be uploaded.

If you invest in LinkedIn Recruiter for this purpose bear in mind that if your business grows to a point where is requires an ATS / RCRM then it is very hard if not impossible to take your data out of LinkedIn.

Data Ownership

As a recruitment manager, the quality of your recorded candidate interactions is a major contributor to the success of your business. However recruitment is a transient business, with most agencies accepting a level of turnover that would be frowned upon by almost every other industry. LinkedIn paid solutions are often seen as a way around intellectual property leaving with individual recruiters. This is because LinkedIn can differentiate work completed on Recruiter compared with regular accounts. Remember that even if a user has Recruiter they can still use their personal account.

The flip side of this is that having a Recruiter platform, could result in a large proportion of data being stored on LinkedIn rather than your company owned ATS / RCMS. Recruiter does provide a degree of ATS / RCMS integration but I have personally seen nothing more than a link to load the users LinkedIn profile.

Account Differences

The Recruiter packages provide a range of solutions designed to make a recruiter’s life easier. One of the most significant differences from Business Plus is the amount of InMails available. However if this is your main driver to upgrade you may be better off purchasing InMail packages ($100 USD for 10 InMails).

Outside of InMails the main benefits of the Recruiter packages are primarily in terms of organisation and time management. Recruiter Lite has Projects, Clipboards and Reports. Projects enable recruiters to group users together under specific headings, for example Project Managers in Sydney. From here you can see the amount of people contacted and those that have responded.  Reports show the level of LinkedIn utilisation, including the volume of searches, InMails and daily logins.

If these tools hold appeal the free and Business Plus accounts do have a much unknown contact management tool that can perform a very similar function to Projects. If you chose to use Projects or the free contact management tool, bear in mind that your data (such as notes and alerts) remains the property of LinkedIn.

The primary selling point of Recruiter is the visibility of user activity across all licenses. This is particularly useful to ensure the same candidates aren’t contacted by multiple recruiters, which could obviously be detrimental to your recruitment brand. In addition profiles can be shared and discussed on-platform with other recruiters or hiring managers.

Cost

Business Plus is significantly cheaper than Recruiter and Recruiter Lite but unlike these packages it can’t be transferred between users. Instead the Business Plus solution will remain with the recruiter should they leave. The best solution is therefore to pay for a monthly license (or have the recruiter expense it), allowing it to be cancelled at any time.

Recruiter Lite is significantly cheaper than Recruiter Corporate, but crucially it doesn’t have the enterprise team management function. If you are interested in how either of the Recruiter packages stack up against Premium, my experience has been that LinkedIn will generally offer an unpublished, discounted trial package. These usually require a six month subscription but in addition to the licenses they also tend to include some company page growth / brand marketing.

Careers Pages

LinkedIn will often throw in a Careers Page and some brand marketing in with a volume of Recruiter packages, or they can be purchased separately. These pages are marketed as employment branding, but it is important to consider that the page is only as good as your business’s marketing strategy and content.

Conclusion

Purchasing LinkedIn Recruiter ensures your business has all the LinkedIn tools available and with the annual cost being roughly equivalent to one placement, it isn’t that expensive. That said if the recruiters aren’t utilising the above mentioned functionality then purchasing a Business Plus license and then spending the difference on other tools or marketing would provide greater benefit.

Before any significant LinkedIn investment I recommend first ensuring your business has an excellent ATS / RCMS, this encourages recruiters to get the most out of existing recruitment tools. It will also keep intellectual property on a company owned system.

Chris South

As Director of Prominence, Chris is the first-person recruiters speak to when trying to get a handle on their marketing activity. He is also highly involved in the day to day delivery on all client accounts, but is slowly learning to let his fantastic team take care of business and to only interfere when needed! Based in Auckland, Chris travels to Australia monthly, meaning he has a lot of air miles and has also seen every new film. However, he is the first to tell you that the life of a frequent traveller isn’t quite as glamorous as it seems! Chris is inspired by people that break the mould and try to make things better.

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One comment

  • Mike Gowan February 23, 2017   Reply →

    Chris,
    I appreciate the article you wrote a year and a half ago…
    I went looking because I just got off the phone with the new to me, LinkedIn sales representative. As you know there has been one of those “technology upgrades” by Linkedin. Which means the subscription that I started 11 years ago has had many of the features stripped out… especially, minimal search capabilities. But I can more than double the cost of my subscription from $45/month to $100 a month and get the same features.. This is after LinkedIn is bought by billionaires who don’t need to be gouging the marketplace.

    Recruiter Professional is $416/m US.

    What is a single-seat recruiter to do? Instead of improving one’s experience, the cut out your most important features and say you can get it back if you pay twice what you are paying now.

    Stunned near Seattle.

    mike

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Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific advert performance, landing page results and call metrics.

×
Conversion Rate Optimisation

It’s the most important element in a successful campaign, and the old saying ‘you snooze, you lose’ is very apt, and it’s where most fail. Using the analytics data, we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

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Phone Call Tracking

A large percentage of Social Media Advertising campaigns generate phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However, on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

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A social media advertising campaign without a landing page is a bit like a candidate with an unexplained gap in their CV. There is a chance it will be ok, but also a big risk that it won’t. We use our own landing page tool to create customisable experiences that are centered on generating outcomes.

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The success and failure of a social media advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files, Facebook Canvas adverts and even video.

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