Leveraging LinkedIn for Senior Living Hiring

Every social media platform has its own main user group. Although that is everchanging, LinkedIn has always been a business and employment-oriented online service. That is why it is one of the best ways to search for potential employees. So as we dive into employee hiring advertising expectations for senior living, let’s discuss what to know before starting hiring ads on LinkedIn.

There are 810 million active users on LinkedIn every month. 63% percent of the users access the platform weekly, and 22% even access it daily! That’s a lot of potential employees. You might be thinking, “Well, Facebook has over 2 billion active users a month,” but how many of those users are actively looking for a job or are using the platform for business instead of pleasure? Facebook is full of memes, recipes, family photos, and more. Although there is room for business on Facebook, the platform is primarily for pleasure. 

How to Use LinkedIn for Hiring

Having over 740 million members and over 55 million companies registered, LinkedIn’s premium platform connects skilled professionals, entrepreneurs, and new talent with other professionals worldwide. LinkedIn users utilize the platform to inform others about their career decisions, share content about their industry and find new job opportunities. Over 35.5 million people have been hired via LinkedIn, and that number is increasing every year.

Hiring Ad Options

LinkedIn hiring offers sponsored jobs and promoted jobs to advertise your available positions. Sponsored job ads help promote your roles on desktop and mobile at the top of LinkedIn’s personalized job recommendations and the ‘Jobs You May Be Interested In’ tab. Your ad will appear in your targeted audience’s news feed, under the jobs tab, and sent to users via messages on LinkedIn. By choosing sponsored hiring ads on LinkedIn, you can define your targeted audience, location targeting, and ad schedule.

Promoted jobs are shown when users search for jobs or visit the ‘Jobs’ tab. Although this ad type doesn’t allow advanced targeting options, it does target based on the keywords included in the job description, the position’s location, and the user’s past behavior. The listing will be labeled as “Promoted.” 

Easily Reach the People that Matter 

Advertising with these two options for hiring on LinkedIn allows you to better target audiences you wouldn’t be able to reach on other social media platforms. These capabilities include certain companies, demographics, levels of education, past job experience, interests, volunteer work, member groups, and more.

With that being said, this in-depth targeting is possible since each user’s profile typically includes this information. This creates convenience when applying for jobs directly on the platform, as users can quickly apply via LinkedIn. It eliminates the need to repeatedly fill out the same information on company websites.

Speaking of convenience, LinkedIn allows you to ask applicants base questions, which will enable you to filter out spam and unqualified candidates. For example:

• Do they have senior living care experience?
• What is their highest level of education?
• What certifications do they have?

You can view each candidate’s application, including their profile, resume, and answers to your base questions. Then you can “rate” and sort through the candidates directly on LinkedIn. It’s as simple as that—no searching through various emails and platforms. 

Grow Your Team

Now that we’ve gone through the perks of advertising for hiring on LinkedIn, here’s the catch. The cost of advertising can be competitive depending on what is happening in your industry that day, week, or month. But it’s worth it!

LinkedIn hiring does offer free job postings, but paid job postings get three times more qualified candidates. The cost of a promoted job is based on a pay-per-click basis. LinkedIn determines the cost of each click using an algorithm that looks at the job location and the number of competing and similarly titled job posts created in that market. The cost-per-click will fluctuate based on the market and activity for similar jobs on that day. You set your campaign lifetime and budget, and you’re ready to go! 

If you’re interested in learning how LinkedIn hiring advertising can work for your senior living community, contact Markentum for more information!