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LinkedIn's Company Follow Function
LinkedIn recently introduced a feature that allows users to follow companies. Since LinkedIn is a repository of information about nearly one million organizations, this is a valuable resource for job seekers who leverage the fact that the network is the "tool of choice" for recruiters hoping to connect with both passive and active job seekers.
Just as being a "fan" (now referred to as "liking") an organization or company on Facebook may give a job seeker an inside track to opportunities or information about the business, "following" companies on LinkedIn offers several benefits (as outlined by LinkedIn's blog).
The Benefits of Company Follow
- Learn of new developments in the companies you follow
Following companies on LinkedIn gives you the inside scoop when there are new developments at organizations where you would like to work. For example, is your target organization planning a new venture? You may be among the first to know! Are there fresh job openings? Business development opportunities? LinkedIn's news feature can help you keep your finger on the pulse of what is going on.
- Get LinkedIn to help you with your research
While setting a Google alert for organizations or tracking them on Twitter may also help serve similar purposes, LinkedIn is probably best set up to help you track things such as an organization's hiring pace (or their competitors' hiring). In fact, LinkedIn actually suggests company profiles that may interest you; in essence, doing some of your research for you!
- "Pull" the company to you
As organizations continue to rely on social networks to help them recruit talented candidates, it is crucial for job seekers to make it easy for employers to find them. Just as I advise job seekers to create online presences that will help attract recruiters or hiring managers, actively connecting on LinkedIn with targeted organizations also works as a magnetic "pull strategy;" the job seeker pulls the employer to him or her, rather than constantly submitting applications for open positions.
Think about it - if you are a highly qualified job seeker, helping alert an organization of your interest via following them on LinkedIn is like telling a gossipy friend in middle school about your crush. Just as the crush is bound to find out (clearly your plan), the company on LinkedIn will recognize your interest and may act accordingly to recruit you.
- Add networking and competitive intelligence sources
Another advantage of following an organization on LinkedIn is that you will be able to see who else is following them! This is a great way to open a new networking avenue, as well as to gain easy access to profiles of those who may be interested in similar positions.
LinkedIn is a huge source of informational profiles and a great place to see how people are marketing themselves via keywords, stories and other techniques. Connecting for informational purposes to others with similar interests is a great way to expand your knowledge base in a way that will help you improve your own marketing techniques.
Setting Up Company Follow
LinkedIn makes it easy to follow companies, either via the company's link on a member's profile (you can click right through), directly via the company profiles or via the "More" drop down list on the LinkedIn header, which LinkedIn suggests is the "easiest way to find the Company Profiles homepage."
A great feature of this? LinkedIn allows you to select your notification settings. This, they note, gives you the "flexibility to choose the volume of updates you receive from these companies (including the ability to determine) the type, frequency and format of updates for the companies you are following."
Bottom Line:
Don't delay - investigate some companies of interest to follow. It may propel your search in new directions!
© Copyright Miriam Salpeter, 2010. All rights reserved. Used with permission.
About this Expert
Miriam Salpeter is a Career Action Coach and Owner of Keppie Careers. With a master’s degree from Columbia University and over 12 years of experience, her mission is to encourage, enlighten and empower job seekers and entrepreneurs for success. She teaches best practices to land great career opportunities and offers clients clarity, confidence, and social media know-how. You may follow her @Keppie_Careers and join her Facebook community for frequent updates.