Social Media Savvy: LinkedIn
Generation Y’s motto is “stay connected,” and sometimes we all need to look a bit deeper into what that means. They are generally on their iPhones, networked to a web of outlets and establishing relationships with people they may never meet in real life.
The currency: information. The method: social networks.
In this weekly blog entry, we are going to dig into various social media outlets that Generation Y uses to connect, engage and grow as a person and an employee. Let’s explore the world of LinkedIn.
LinkedIn officially launched in May 2003 with approximately 350 members. People join to post their profile and connect with colleagues. LinkedIn now has 65 million members in 200 different countries, allowing people from around the world to send messages about international job opportunities.
This network generally viewed as the more professional of the social networks, compared to Facebook and Twitter. LinkedIn’s slogan that “Relationships Matter” highlights their drive that the most powerful professional relationship is built on trust and networking.
Opening Avenues to Attract New Talent
There are several ways to leverage LinkedIn to bring in top Generation Y employees to the business table. First, job postings on the LinkedIn classified boards allow human resource managers the ability to put a face with the company name. Generation Y job seekers want to connect and find a person to talk to about job opportunities instead of a generic “jobs {at} company.com” e-mail address. According to a Feb. 2010 Pew Research Center study, nearly 75% of Generation Y are on at least one social network. Why not post a job online on a site that is specifically designed to encourage that connection?
Second, LinkedIn groups are a great resource to not only bring job seekers and employers together, but also to develop professional skills that help them in their hunt for the full-time position. Anyone can create a group, as well as list job postings related to their field of expertise.
A Research Tool
For employers, LinkedIn can be a valuable research tool. Each LinkedIn group can also have a discussion board where members can post ideas, questions, request for advice, or various blog posts that are related to the group’s mission. It is a great way for future employees to learn more about the company through their discussion thread, and for employers to understand and communicate more effectively with potential employees.
Another benefit of using LinkedIn as a research tool centers on the power of connections. Employers can see if a candidate was recommended by their peers. They can also view the job seeker’s list of groups to see how involved they are in their industry or how active they were in college.
LinkedIn provides many avenues for both employers and Gen Y to connect on a professional level. In many ways, it allows Gen Y to enter the workforce and establish a professional profile on their own terms. Knowing how to use it for networking and research is key for employers to understand how to communicate with Gen Y in general.
About the Author
Amy Liz Martin is a PR professional whose work centers on social media, media relations, corporate relations, publicity and cause-related PR campaigns. Amy was a fundraiser and event communications chair for the American Cancer Society, ran small development and communications campaigns for the International Center for Journalists, and led social media publicity efforts for artists at EMI CMG Label Group. She earned her master's degree in mass communications/public relations at Louisiana State University and is a member of the Public Relations Society of America.
