Chapter 4

How Your LinkedIn Job Posting Can Lure in Amazing Applicants

Linked In Job Advertising

We all know that LinkedIn is important for recruiting, but with so many companies using it to find new hires these days, it's really hard to set yourself apart. Especially if you're just getting started.

Or is it?

We're going to take a look at real LinkedIn job advertising examples and show you how there's still a lot of opportunity here. Most companies aren't even getting close to creating LinkedIn ads that really sell a job to new employees, and it turns out that paying attention to a few details can be a huge help.

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We'll show you with simple techniques that can bring you recruiting success on LinkedIn, and we'll provide a a step-by-step posting guide. 

A Quick Tip to Greatly Improve Your LinkedIn Job Posting

There's one simple mistake I see everyone making when they post jobs on LinkedIn, and many other places where jobs can be posted online.

To be honest, it's made my work as a recruiter so much easier, that I'm almost reluctant to share it. But at Betterteam, my mission is to take everything I've learned about hiring the best employees and put it in your hands. 

So here it goes. 

Most people don't know the difference between a job description and a job ad. 

That may sound anti-climactic to you, but it's a big deal. You see, a job description is meant to be used internally to describe the job. A job ad is meant to sell the job. 

In today's competitive job market, where it's now taking a record amount of time to hire in the U.S., you need to make sure that every part of your job ad post is geared toward setting you apart from the crowd and getting your dream hire excited about the job. 

For example, with the job title in a LinkedIn ad, don't just write the generic title you use in your job description Add a few words about why this particular position is special. Check out my article on how to write a job ad for more. 

Ok, on to LinkedIn.

Preparing to Advertise Jobs on LinkedIn? - Here's How You Attract Top Candidates

Imagine you're trying to sell your house. 

You get a professional service to come in and clean everything up perfectly. You get your lawn mowed and edged, the exterior painted, etc. It's looking good but - after doing all that, you didn't bother fixing a loose front step that everyone trips over. And there's a broken window you didn't get to either. 

People ignore all the work you did, and no one buys, because you missed two details. 

It's really just like this with LinkedIn. People put time into their ads, but consistently leave other details out that cause their ads to fail, or at the very least be less effective than they should be. 

I'm going to take you through a step-by-step process to be sure you're really ready to advertise. 

Let's start with an overview of a typical LinkedIn ad page. Here's what a potential candidate will see after they've clicked an ad:

Annotated LinkedIn job posting.

Overall, this is a pretty nice looking page to end up on when you click a job ad. Here's a quick rundown of the sections. 

1. Company logo. Don't post a job before you have a logo up. As you'll see further below, the logo helps your page look more professional, and helps your ad stand out. 

2. The position. Remember, this is a job ad, not a job description. Don't just describe here, sell the job to your dream applicant and include information that is unique to your company or the position. It will make your add stand out across LinkedIn.

3. Where applicants apply. The company above chose to use InApply, letting people apply without ever leaving LinkedIn. You can also send people to your website, and then let them apply using their LinkedIn account there - but InApply is a much better experience. Check out the image below. On the left is what candidates see when they're about to apply via InApply, on the right is what they see using LinkedIn to apply from a company's website.

InApply vs website LinkedIn login.

InApply just looks more elegant in general. The example on the right basically serves as a warning that this company gets access to YOUR FULL PROFILE, etc. Also, notice the difference in the buttons, "Send application," vs. "Allow access." The first one more clearly matches the applicant's intention. 

4. The Job Description. You get about 125 words to fill in this section above the "Read full job description" cut off. Use them wisely. Again, think about the things that will most interest your dream applicant, as we covered in How to Post a Job Ad.

5. Who else works here? This is one area where a good social recruiting strategy will pay off. People want to know who they'll be working with. Urge your co-workers to get good images and fill out their profiles so potential candidates have something to see here. 

6. The Company. You've got 3 lines above the cut off. Be sure to include the most interesting, attractive info about your company here. 

7. Who posted this? Make sure your own profile is filled out. You're representing the company and the job here. 

In contrast to the first page we showed you, here's a page that's not so nice to land on after clicking a job ad:

LinkedIn bad post example.

If you saw this page, vs. the LinkedIn page above, which job would you be more interested in? Which company looks more professional? 

This really, really matters, because of another LinkedIn feature I've been cropping out of the images so far. Here's what that last job ad page looks like, with the side bar. 

Competitors in LinkedIn.

There's a really good chance that anyone checking out your ad is going to have a look at what the competition is offering, because the information is right there. Make your page as great as possible, so that you stand out from the competition. 

Also, this is another reason to be sure you've got a logo and a great title. If you can attract people's attention in the "People also viewed" sidebar above, you'll pull in great talent from your competitor's page. 

How to Advertise a Job on LinkedIn - Step by Step

If you're getting ready to post a job ad on LinkedIn for the first time, we've got a step-by-step guide here that will take you from 0 to posting. 

1. Sign in to LinkedIn. From your account, go to the "Business Services" tab and click "Post a Job."

Post a job to LinkedIn step 1.

2. Start with the basics. Enter the essentials about your job, including the title, company and location. 

Post a job to LinkedIn step 2.

3. Get help with your description - or don't. Next you'll have the option to get help from LinkedIn on writing a custom draft, or using a "job description" you already have. If you select the "custom draft" you'll get more suggested fields to fill out. If you've followed our advice above on job ads, take the second choice and paste your ad in.

Post a job to LinkedIn step 3.

4. Create your ad. In this case we've chosen the second option from step 3, so we'll just be pasting a job description in. Be sure to select "Let candidates apply with their LinkedIn profile" and "Show my profile on the job post." If you haven't already, be sure your company profile is up-to-date and professional after selecting this option.

Post a job to LinkedIn step 4.

5. Sponsor your ad. The next screen gives you the option to sponsor your ad. As the page indicates, sponsoring will raise your visibility. Either way, you'll need to pay for the add. Sponsoring is an extra, per-click boost which I recommend doing - I've seen hard data that shows it improves the quality and quantity of applicants. You'll be glad you did it in the long run. 

If you decide not to sponsor, you'll go ahead and finish up by paying after clicking continue. 

Post a job to LinkedIn step 5.

If you decide to sponsor, you'll see the options below. You can set your total budget as low as $50. 

Post a job to LinkedIn step 6.

6. Pay for your ad. The final step will ask for credit card info. 

LinkedIn Job Posting Cost

The base price for posting a single ad to LinkedIn is $199. You can save money by buying packages of ads - up to 37 percent if you buy a 10 pack for a total price of $1250. 

You're Ready to Post to LinkedIn 

Now you should know how to not only post a job to LinkedIn, but how to post a great job ad in general. Which is perfect, because we have tools to help you make the whole process much easier. 

Use Betterteam to manage your postings to 100+ job boards, including LinkedIn, save yourself time, and hire better.