Employer branding advice from professional networking platform giant. EXCLUSIVE Interview with Serden Eren, LinkedIn consultant

Aurel Dragan | 17/05/2018 | 06:00

When a company starts the process of recruiting new people, chances are that it will use a specialized online service. And those looking for professionals are also posting on LinkedIn. But no matter where a company posts, there are some rules to follow in order to be successful. BR talked to Serden Eren, Employer Branding Solutions consultant at LinkedIn, on how a company can map the hiring processes to the candidate journey.

There are many processes of machine learning today that are able to change the interface and the recommendations based on user preferences. „For example, Netflix is learning your preferences in movies. If you watch just five minutes of a show that was recommended, the next day you won’t find the same movie on the homepage”, says Eren. Artificial Intelligence and Big Data are both involved in this process.

There are 526 million members on LinkedIn and 18 million companies that are offering 12 million jobs and asking for 50,000 skills. The numbers are huge and impossible to be controlled without AI, applications that can scan all the data each member posts.

“The application allows us to determine if a member is active or passive and this is very important considering that our customers are asking for better and faster results in their recruiting process”, explains Eren.

A study among human resources professionals shows that 50 percent view Big Data as very or extremely important in shaping the future, while 35 percent says the same thing about AI. But the difference is that only 35 percent view data as mostly or completely adopted and 8 percent view AI as adopted. “There is still a ways to go in leveraging data and AI”, says Eren.

There are over 2 million professionals from Romania on LinkedIn, the second biggest network in our country after Facebook, and 8.1 percent of these professionals changed jobs in the past four months. The industries that dominate the local LinkedIn are IT and finance.

Just like members from other parts of the world, 70 percent of Romanian professionals are using the network to connect and communicate with others and 68 percent research people and companies in order to learn about what other colleagues are doing. Also, 69 percent are looking for professional insights and are staying up to date on industry discussions and 56 percent are actively learning about career opportunities.

The top ten topics in Romania on LinkedIn are, in order: leadership, interviewing/HR, Artificial Intelligence, start-ups, automotive, European Union, Finance, strategy, bitcoin, cloud computing.

Employer branding is very important when a company is trying to recruit people, and not just on LinkedIn. “It is important to show what are you offering, what your offices look like and what your values are, and all that before the candidate comes to you and asks about all that”, says Eren. Or you can show all that in a video, like the one SodaStream made for the recruiting process:

“In just a couple of minutes you learn all about SodaStreamers, like what they do, what is their workplace like and what options you have there”, says Eren. Of course, not all companies can pass all their information in this way but seeing the commercial makes it easier to understand how a company should present itself in front of the candidates. And how the employer brand is built.

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