Employer Branding According to LinkedIn Director: How to Become a Top Employer


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Many Company want to be top employers, which the high-qualified applicants just run into the door. And yet it is anything but easy for many. A LinkedIn director explains what makes the top companies better.

Employer Branding According to LinkedIn Director: How to Become a Top Employer


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Here writes for you:

Barbara Wittmann barbara_wittmann_linkedinBarbara Wittmann is a member of the management team at LinkedIn Germany, Austria, Switzerland.

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Employer branding instead of job advertisements

It is well known that finding employees today is more important than switching a job advertisement. The job market is now heavily competitor-centered. Top talents can currently pick out the raisins and choose from a variety of different offers that suit them and their living conditions.

Not a few Company therefore complain about a lack of applications from well-qualified professionals. In this situation, recruiters are considered hopefuls for filling key positions. And LinkedIn is also growing in Germany as a useful platform to find and address potential candidates for new appointments.

How to become an employer brand

In addition, companies are working on their brand as an employer. The result is a competition for sought-after employees, it is the direct competition auszustechen. For some companies, this attempt backfires. Others, on the other hand, manage to convey a picture that remains in the public eye.

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In this context, it is particularly important how the recruiter's profiles look to the outside, as they want to make an attractive and professional impression on potential candidates. However, these often cause the exact opposite, because many hide behind recurring buzz words and thus miss to strengthen their own brand.

Authencity asked for personnel

This is quite amazing: HR specialists are absolute professionals when it comes to evaluating profiles of potential new employees. But some people seem to forget that their own online profile is considered as thoroughly by the applicants and potential new employees.

As the approach increasingly shifts to professional networks such as LinkedIn or Xing, it is even more important to give an authentic picture there. This should clearly reflect one's own personality and thus differ significantly from the staff of other companies.

The top 10 keywords in HR profiles

LinkedIn has identified the ten key words that HR professionals most often use in their profiles. “Specialized” comes first in the list, followed by “experienced” and “leadership qualities”. These are the ten most frequently used keywords in HR profiles:

  1. specialized
  2. erfahren
  3. leadership qualities
  4. expert
  5. passionate
  6. strategically
  7. qualified
  8. responsibly
  9. motivated
  10. successfully

Mistake: HR professionals hide their personality

The evaluation of LinkedIn shows that HR professionals are missing out on their personal qualities. Rather, they are equal to other employees who imply a special knowledge in their profile and thus want to position themselves as experts. In doing so, they follow the developments in the labor market, whose change requires increasingly well-defined task profiles and thus requires genuine specialists.

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Of course, recruiters also want to be as competent as possible and perceived as experts. But unlike other professions, they take on a different role in the dialogue on LinkedIn. They do not have to impart their expertise to the candidates, but rather act as an extension of the company and therefore already convey part of the culture. Therefore, the profile should both contain a personal touch and match the image of the employer brand they represent.

The 25 top employers and what they do better

But what are the top employers doing better? LinkedIn analyzed millions of data to find the employers who made the best impression on their members and topped the “25 Top Companies”.

In doing so, LinkedIn has included the scope of companies, the interest in job offers there and how long employees stay there. In addition, the interaction with content that companies share on LinkedIn counts.

For Germany, these are the 25's most sought-after companies:

  1. McKinsey
  2. A
  3. Amazon
  4. Huawei
  5. Boston Consulting Group
  6. Salesforce
  7. HERE Technologies
  8. Merck Group
  9. Deloitte
  10. Zalando
  11. Trivago
  12. Apple
  13. Nestle
  14. Dell
  15. Oracle
  16. Altran
  17. E-ON
  18. BMW
  19. Hugo Boss
  20. Allianz
  21. IBM
  22. L'Oreal
  23. Cisco
  24. Adidas Group
  25. Procter and Gamble

What do top employers do better?

The evaluation shows that these companies on the one hand provide an exciting workplace for their employees or otherwise provide for their welfare. Nestlé, for example, has its own day-care center next to a fitness studio and thus enables a good work-life balance. On the other hand, those companies also manage to communicate their benefits and culture on LinkedIn and make them available to the public.

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If you, as an employer, also earned a place in the leader board, I recommend that you take advantage of the opportunities that social media companies offer. This includes not only a carefully filled company page, but also the content that is shared about it.

Special tips from the LinkedIn director

Finally, two special tips on how to present yourself more authentically as a company:

  • In addition to a corporate blog are particularly suitable videos to transport the vision of a company - not only from the workday, but also corporate events or summer festivals. Just such informal events convey insights that potential new employees want.
  • However, the most credible are still your own employees. As “influencers” for the employer, they convey the most authentic picture and can therefore make their contribution to increasing the awareness of other employees. Perhaps your company will also become a “Top Company” next year.

What makes you a top employer?

What qualities and initiatives make your company a top company? Let us know in the comments.


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  1. Linkedin

    Great article, LinkedIn marketing is important for attorneys, but it's not worth it if you get disbarred or fined in the process. I agree with your content, LinkedIn has reported that it has now more than 575 million members worldwide.

    • Simone Janson

      Thanks for your comment, yes, LinkedIn is getting more and more important in Germany too.

  2. Lucy

    It's very interesting that the director of LinkedIn here gives tips to other companies.

  3. Peter

    Your blog actually contains contributions from top-level executives - I'm very impressed.

  4. Mattie Reckers

    Really a fabulous contribution!

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