Today, many companies have realized that in order to recruit more interesting profiles, influence was something that should not be overlooked! Many have already proved it to us: US Navy, the Chamber of Trades and Crafts, Kelloggs, Orange...

But then, can we consider that influencers will become the career advisers of tomorrow? Are these personalities capable of influencing only young people entering the labour market? What type of personality should we turn to in order to recruit qualified profiles?

The Orange group has developed a strategy with the Youtuber Nou, aka Greg Guillotin, through the campaign”Worst intern in the world.” The operator was thus able to present, in a series of humorous videos, a dozen of its professions and highlight the quality of its employees. The main objective of this strategy is to attract potential future candidates for a position within the group. Thus, Orange wishes, through this YouTuber, to convey a positive image of the company in order to have chances of attracting the profiles they need.

As we know, the emergence of professional social networks has profoundly changed the approach to the labour market by job seekers and headhunters alike. LinkedIn makes it possible to develop a recruitment strategy in line with the times, in other words to design an attractive window in the eyes of candidates. While recruiters initially saw it as a gigantic talent pool, LinkedIn is asserting itself as a major tool for creating an employer brand in order to highlight its identity and values. The aim is not only to attract new customers but also to attract and retain existing employees.

LinkedIn is the essential tool for your employer brand.

Like all social networks, LinkedIn has its own influencers, decision-makers capable of influencing a large number of managers/managers as well as other less popular profiles, but just as influential in their respective fields.

Chez The Roaring Twenties, our fleet of B2B influencers is made up of experts in Human Resources, Sales, Sales, Digital Marketing, Health, Disability... These influencers are real specialists in their respective fields, their community follows them for the relevance of their position and speech. They are identified as references in their professional sector by those who work in the same field.

But how can The Roaring Twenties and its influencers help you recruit more?

Let's talk, then, about concrete cases;

We have been supporting the Noovimo real estate network for 10 months now on LinkedIn. In 2021, the company had not adopted any strategy on the platform, however, it understood the challenges it represented for it. Noovimo understood that the vast majority of its main target was on this professional social network.

Thus, the main aim of this collaboration was to give new impetus to the brand. Our objective was above all, to get the women and men who make up this network of real estate agents to speak out, we wanted them to testify about their various professional careers, about their desire to join this network and not another, about the values of the company, about their daily lives... The aim, in fine, was to recruit new real estate agents for this network. An appropriate strategy since the company's buyer persona, often in professional retraining, aged 35 to 60 is mostly on LinkedIn and Facebook.

Thus, we work on a daily basis on their brand image on the platform through a multitude of content dealing with agent retraining stories, agent customer recommendations, news and trends in the real estate market, group news and group news as well as the Success Stories of real estate consultants.

Through events, we have the opportunity to raise awareness among all members of this network to communicate voluntarily on LinkedIn and to create content. The objective is to make each of these employees an “ambassador” of the brand by creating, distributing or relaying the content published by the company.

We are deeply convinced that your employees are your best LinkedIn ambassadors.

Indeed, who better than your employees or members of your network, to talk about your company and convince your future talents to join your ranks?

Why? Well, because by sharing their daily life, their commitment, their history, employees demonstrate the coherence between your employer brand and the reality experienced within your company.

Just as a brand ambassador makes it possible to legitimize and give credibility to a company's product or service, collaborators/ambassadors humanize the employer brand, increase reputation and promote your company as a potential employer within its network. If it is estimated that each of your company's employees has an average number of 150 contacts on the platform. So, if you have 25 employees and each of them talks about their projects, progress, share company posts on their profiles... We quickly understand that potentially more than 3750 people could be interested in your company and its content on the platform!

We decided to promote the actors of the Noovimo network by placing them at the heart of communication through the sharing of stories, experiences, testimonies, video making-of (the best format to humanize their speeches and reach the audiences in the heart of the audience)... The objective being to reflect the dynamics, the life course, the family spirit, the good cohesion and understanding between the company's employees on the social network in order to attract potential new talents who could, through the contacts of your collaborators, view this content and send their applications.

“How can LinkedIn influencers help me recruit more?”

Label influencers also have a role to play in promoting your employer brand. The large number of contacts they have as well as their communities committed to their eye of experts in their respective fields are significant in arousing interest and applications for your company.

Here are some examples of campaigns carried out:

Patrick Grobety, the label's LinkedIn influencer and real estate expert, was thus able to highlight the Noovimo network through one of his posts, enough to arouse the curiosity of interested parties.

Amélie Favre-Guittet, label influencer and HR expert as well as Céline Thomas, a LinkedIn influencer and management expert, were able to collaborate with digital health insurance Allan. The objective of this campaign was to strengthen the brand image by communicating more about its values, commitments and the causes it defends by promoting their latest study on menopause in business. For the occasion, Amélie and Céline Thomas were able to create a few posts on the quality of life at work that reached, in total, more than 200,000 impressions and 2,000 reactions on LinkedIn in only 6 publications! A real success for Alan who succeeded, through the selected leaders, in embodying the problem in an authentic way, in engaging HR audiences and in generating a solidarity movement that he could not have obtained by talking about the problem only as a brand! A very good operation that contributes to the development of Allan's brand image, allowing him at the same time to obtain applications from people who were sensitive to this communication campaign.

Amélie had the opportunity to visit Edenred's premises to promote its workspaces and to talk about the measures the company was taking to improve the teleworking conditions of their employees. We then went, armed with our tripods, cameras, microphones... to Edenred's premises to carry out this superb shooting!

‍

‍

However, it is important to keep in mind that, as with commercial communication, communication about the employer brand that uses influencers cannot derogate from certain fundamental rules. The first being “coherence”, the editorial line of the influencer who must adapt to the professions and the company presented. The “freedom” of the influencer is also essential; the tone of the influencer, his environment, his spontaneity, his personality are what unite his community and make the opinion leader so appreciated on the social network. Finally, ethics. It is imperative that Internet users know that this is a paid collaboration/business communication.

Working on your employer brand means working on your brand image. And working on your employer brand with influencers means doing so in a dynamic format that offers real opportunities to give a fairer and more lively vision of the company. It is up to companies and influencers to combine their talents and that is precisely for That's what we're here for!