What Impact Has LinkedIn Had on UK Recruitment?

Big congratulations to LinkedIn for racking up no less than 15 million users in the UK, this is a 50 percent increase from 10 million members in September 2012.

UK employers from online fashion retailer Net-A-Porter to builders’ merchant Travis Perkins all use LinkedIn’s Talent Solutions products to identify and recruit great talent. They join more than 22,000 other companies worldwide including 76 of the FTSE 100.

What’s different about LinkedIn? Well, for one it gives companies access to ‘passive’ candidates, or those not actively looking for a new job but who make up the vast majority of professionals. This enables employers to pinpoint the perfect candidates and engage with them directly through LinkedIn. This reduces the time and cost involved in recruiting the best talent.

As someone who started their career in recruiting before LinkedIn, I know what an impact it has had on the actual day-to-day recruiter job. To further investigate this, we thought we’d ask some talent acquisition leaders how the professional network has impacted the way they go about recruiting. Many thanks to everyone who helped us out.

How is LinkedIn used by UK companies to identify and recruiting talent?

travis-perkins-logo“In my current role at the Travis Perkins Group, we’re using it to drive candidate pipelines and improve efficiencies in the hiring process. Having used LinkedIn both personally and corporately over the last nine years, I’ve seen how it can help find the right talent, as well as the opportunities it can help create, and have delivered over £2m savings using it.  It facilitates a highly positive candidate experience and the ability to reach far and fast, both in terms of market mapping and individual candidate approach.”

Toby Barnes, Group Head of Resourcing, Travis Perkins Group

“From a recruitment perspective – the enhancements in the recruiter tools have been drastic over the last two years, the paid for products have opened up many options for us as business giving us the ever important competitive edge.”

– Claudine Edwards, Oliver James Associates

“LinkedIn has become a key part of our sourcing matrix, and PageGroup’s strategic relationship with them gives us the opportunity to reach a wider audience of clients and candidates. We have worked with LinkedIn to ensure Michael Page and Page Personnel consultants across the UK can secure extra placements and revenue from candidates sourced from LinkedIn, through applications to our job slots and from searching using LinkedIn.”

Eamon Collins, Group Marketing Director, PageGroup

How has the job of the recruiter changed?

mclaren-logo (1)“Social media has made a huge contribution to the recruitment industry, empowering brands with the ability to directly connect with potential candidates. At McLaren, we are now able to engage a diverse, yet qualified audience and, through LinkedIn, position ourselves at the heart of relevant social communities.”

Rob Bloom, Group Online Manager, McLaren

“Technology has both opened up and levelled the playing field for both candidates and employers. The access to data, insights and the ability to communicate across multiple mediums from anywhere has meant candidates can make informed careers decisions and recruiters can really actively source talent. The ability of recruiters to really understand the businesses/brands they represent and provide authentic and engaging interactions rather than “sell the dream” is critical to hire top talent.”

– Lee Yeap, Head of Resourcing, Sky

“The recruiter role has changed phenomenally over the last ten years. When I began in a recruitment agency it was all about face-to-face networking and cold calling reception desks for names and email addresses to build organisational charts. As networking services started to appear online, the industry began to realise their potential for contacting candidates about job vacancies. It didn’t take long for the recruiter’s role to completely change. Candidate inboxes soon flooded with generic emails from recruiters and agencies about job vacancies and the industry lost that personal connection for a while. As some recruiters became dangerously close to spammers, the importance of traditional face-to-face time with candidates is now coming back to the fore. The way we use networking tools and interact with online communities is again evolving to become more personalised, supportive and ultimately valuable for all parties.”

Lucy Birchenough, Recruitment Manager- Technology & Finance, THE NET-A-PORTER GROUP

“Being a Recruiter has changed beyond belief. It used to be about finding reliable agencies, then we started to move to a mix of job boards and agencies, followed by a burning hunger to reduce agency usage we blitzed job boards, then we realised that job boards were expensive and not always successful in every region or skill set  so we used metrics to drill down to match regions/skill sets with the associated successful job boards, next we ignored the ridiculous fixed price job board blanket posting companies and then we realised that LinkedIn could potentially replace most of our job board usage if we were smart about using it…and we never looked back!”

– Andrew Groves, Head of Talent Acquisition, Hibu

What was your LinkedIn ‘aha’ moment?

A-haClassicLogo“When we were able to map out an entire organisational structure with associated profiles and target them all from one place with individually tailored communications.”

– Lee Yeap, Head of Resourcing, Sky

“Like many brands, entering the social space is a considered decision and initially entered through a trialled period. When we recognised the quality of candidates that we are able to source, enabling the right placements to fill our vacancies at McLaren, it became evident that LinkedIn was a vehicle that could help drive McLaren’s recruitment processes moving forwards, while at the same time lowering the cost per acquisition.”

-Rob Bloom, Group Online Manager, McLaren

“Realising that searching LinkedIn with a Recruiter licence was actually a breeze and not an arduous task!”

Andrew Groves, Head of Talent Acquisition, Hibu

What’s been the key to LinkedIn’s success in the UK?

Sky-logo“The platform filled a void initially, both as a professional network for members and a global talent tool (sourcing and brand) for recruiters and organisations that has kept evolving to members needs and changing the talent landscape.”

– Lee Yeap, Head of Resourcing, Sky

“From a recruiter’s perspective, the strength of the technology is the biggest asset, along with a great team of people who help our recruiters get the most out of the LinkedIn features. The specialist recruiter licence is the key tool we use, it allows us to build productive talent pipelines and record a rich database of information on candidates. We also use CheckIn for capturing candidate data at events instantly and automatically from iPads.”

Lucy Birchenough, Recruitment Manager- Technology & Finance, THE NET-A-PORTER GROUP

“Ultimately, the way that LinkedIn links candidates that are key to our business and notifies the network of roles we currently have. We are able to proactively reach into qualified communities rather than being solely reliant on discovery.”

Rob Bloom, Group Online Manager, McLaren

“Creating easy to use recruiter tools that work.”

– Andrew Groves, Head of Talent Acquisition, Hibu

How do you see recruiting continuing to evolveScreen Shot 2014-03-11 at 17.09.26?

“As companies become better at retaining their talented teams, the recruitment industry is not just about targeting this passive talent, but increasing brand awareness and building genuine relationships with the right people long term. For instance, at THE NET-A-PORTER GROUP we focus on building long term relationships with niche communities like Perl developers and encouraging our own experts to engage with these groups. We often host events, where we invite developers to hear about our own projects and share their interests in an informal networking environment.”

Lucy Birchenough, Recruitment Manager- Technology & Finance, THE NET-A-PORTER GROUP

“More and more in house teams will realise that they don’t need agencies if they know what they are doing. The candidate experience will evolve as the central piece of the recruitment process and the companies that don’t realise this will struggle to recruit top talent.”

– Andrew Groves, Head of Talent Acquisition, Hibu

What are your thoughts on LinkedIn and recruiting? Please let us know in the comments below!

How to Recruit Grads and Alumni with LinkedIn University Pages

LinkedIn is expanding their relevance to new demographics day by day. Most recently they launched their University Pages alongside allowing students from the age of 13 and older to make use of the LinkedIn Platform. This is all part of its goal to entice prospective graduates and students in the tremendous career benefits in using this platform. [Read more…]

How to Turn Your LinkedIn Profile into a Career Video

Screen Shot 2013-10-18 at 09.44.20The good news: recruiters use LinkedIn to find candidates for jobs. The bad news: there are 260 million LinkedIn profiles out there, making it rather difficult to stand out.

Here’s a solution: new tool Resu-ME transforms  your LinkedIn profile into a compelling career video complete with a voice-over and a handy infographic – in just a few clicks. You then get a unique URL to share on social networks.

Just like tools like Vizify and BrandYourself do cool things with Twitter and your online presence in general, Resu-ME are using the API straight from your LinkedIn profile (which you have to authorise).

I’m impressed with both the quality of the video and the speed at which it gets created, most LinkedIn API tools out there tend to crash when I test them but this one seems robust which is a good start. Below is a screenshot from my video:

Screen Shot 2013-10-11 at 10.32.21

Resu-ME is developed by Adecco Group, the world’s largest provider of HR solutions, specifically for IT, Engineering and Finance professionals although the tool can be used by anyone that has an English-language LinkedIn profile. You have the option of connecting with Adecco recruiters once you’ve set your Resu-ME up.

Screen Shot 2013-10-11 at 09.27.49

How do you get started? It’s dead-simple really, just click on to Resu-ME and tick a few boxes and your personalised movie will start playing before you know it. Then you can of course tailor it a bit and change details in the video. If you think your video is a tad long (I thought mine was), go ahead and take some details out and it will be shorter. Once you’re happy with the finished product you can share it with friends and see what they think.

If you think the story in your video isn’t compelling enough don’t blame the tool, instead do some work on your LinkedIn profile and make sure it has all data such as previous employments, education details, recommendations etc.

Have you tested Resu-ME yet? Please let me know what you think in the comments below!

Related: How L’Oreal Engage with their 300k LinkedIn Followers

L’Oreal Asks their 300k LinkedIn Followers: Are You IN?

Just after developing a new employer value proposition, our friends over at L’Oreal have been at it again. In celebration of reaching 300,000 followers on their LinkedIn company page, they launched a challenge to anyone with a LinkedIn account to share an ‘IN’ moment. The ten best moments picked by L’Oreal will then be shared on the company page, which could lead to a nice bit of exposure to a job seeker for instance, given that hundreds of thousands followers could see the update.

gallery linkedin

This is all hosted on a micro-site aptly named lorealareyouin.com where you log in with your LinkedIn account, then say why you are IN – picking reasons such as INspring, INsightful or INternational which I picked. You are then prompted to say why exactly this might be, to which I just had to answer “Because I’m Worth It”.

why are you in

The end result? Well, I picked INternational and this came up. The idea here is to make people happy about their newly generated page and to share it across Facebook, Twitter and of course LinkedIn. The end result will be increased exposure for L’Oreal on LinkedIn and I would expect this to drive the numbers of followers even faster than before (as I write this, the page has reached 320,000 followers).


The idea here is fairly simple, by generating something visual from a person’s LinkedIn profile they will be inclined to share with their networks. We have seen similar efforts by Adecco with their LinkedIn profile to video CV generator Resu-ME and Accenture with their infographic resume generator.

Here’s a nicely produced video from L’Oreal showcasing why some of their people are IN:

L’Oreal will be able to crunch the data of users, what words they picked to describe themselves, whether or not they are followers of the company page, how much impact their social shares have had. All in all, it’s a clever idea well executed and it’s most certainly put L’Oreal on the LinkedIn map for plenty of new prospective employers.

Learn more about L’Oreal’s social media prowess here: How L’Oreal Use Social Media for Recruitment [CASE STUDY].

How LinkedIn Can Aid Your Job Search [SLIDES]

Here’s a summary of the deck I used at a lecture at ESCP Europe Business School here in London the other day.


  • LinkedIn has 238 million professional users worldwide
  • The UK has 14 million users, placing the country 4th after the US, India and Brazil
  • London is the number one city sending traffic to the LinkedIn platform
  • 93% of recruiters use LinkedIn for recruiting according to Jobvite
  • The new alumni interface is great for networking your way to a job
  • If you haven’t already, you ought to add rich media to your summary and previous jobs

Related: 5 Ways to Pimp Your LinkedIn Profile [Slide Deck]

Why and How to Use LinkedIn Groups [VIDEO]

Right so you have a good LinkedIn profile, you have connected to a few people but you’re looking to get more out of LinkedIn. What should you do? One obvious place to start is checking out the groups section, which is essentially discussion forums hosted on LinkedIn.


Groups aren’t new to LinkedIn, in fact they’ve been around for ages and there are now no less than 2 million of them and 200 conversations happening every minute – catering to most people, industries, sectors and so forth. People that engage on posts and do updates in groups have on average 4 times as many profile views.

Benefits of joining groups

The benefit of joining groups are manifold, for starters you can learn from other professionals and share challenges, best practise and so on. Furthermore, by joining a group by default you will be able to connect with everyone in that that group and even send messages without being first level connections. You can find all the group members in searches and of course, they can find you – so it’s a great way of increasing your exposure and driving traffic to your profile no matter what your objective is on LinkedIn.

To give you an example, here’s a group called Linked:HR which has over 800,000 members, mostly HR and recruiting people which is great if you happen to be a recruiter or a job seeker – they can now find you much easier on LinkedIn.

Where do you begin?

You can start with checking out the directory and tap in your keywords to get suggestions of groups relevant for you. When you find a group that looks interesting, have a look at activity, number of members and even other stats before you join. The typical signs of a healthy group will be lots of comments and discussions, not so many links and definitely no spam.

The average LinkedIn member joins 7 groups and you can actually join up to 50 groups (most recruiters & sales people do) but I can tell you now that you won’t be able to stay on top of that many groups so a good rule of thumb is to join 10 groups, be active in 3 and consider starting one yourself.

Lots of groups out there

Over 8,000 groups are started every week and it’s rather competitive out there, my recommendation would be to only start a group if there is a gap in the market or if you know you can do it better than the existing ones.

Here at Link Humans, we manage 3 groups (The Undercover Recruiter, Social Media London & Personal Branding UK) and they are excellent marketing tools for us as an agency. Hope to see you in one of them soon!

Get in touch

Any other LinkedIn or social media questions, please get in touch by tweeting us @linkhumans!