Employers have been searching for effective ways to connect with passive candidates, or those who aren’t actively looking for employment, for years.
Facebook likes and Twitter followers were popular for awhile. Jobs2Web’s platform allowed candidates to supply a small amount of information instead of an entire resume, which worked well for mobile users who were unwilling to fill out a lengthy application.
LinkedIn‘s latest offering, Pipeline Builder, is the next iteration in hooking passive candidate and throwing them into a company’s candidate funnel.
Simply put, LinkedIn users who land on your company page can click a button that says, “I’m Interested,” which will put them into a dashboard of candidates who are open to learning more about employment opportunities or just keeping in touch with the organization.
Here is how it works:
- Recruiters choose specific criteria for the candidates they want and ads are served to LinkedIn members who fit that criteria.
- Those prospects are served a personalized landing page with their name and specially crafted message in the headline, relevant YouTube videos and content for that role, even a look at who would be on their teams.
- With a simple click of the “I’m Interested” button from the landing page, prospects can share their LinkedIn profile information (and even a phone number), directly to the hiring teams which will then be flagged in their LinkedIn Recruiter lists for easy outreach.
This is another solid offering from LinkedIn, who seems to be making the most of Microsoft’s resources and relinquishing very little ground to well-funded competitors like Google and Facebook.
First, it introduces LinkedIn as an advertising option to those who haven’t considered it before. In the process, it potentially takes money out of the pockets of competitors like Google, Facebook and Indeed.
Second, it leverages the treasure trove of data that many of its competitors don’t have. There’s less friction in this solution for everyone because LinkedIn already knows all your information. All a visitor has to do is click and everything gets autopopulated.
Third, Pipeline Builder is built on a foundation of trust. LinkedIn users have a significantly higher comfort level on Linkedin that data isn’t going to be shared or publicized. It may be a false sense of security, but studies back it up.
Liking a company on Facebook or even submitting an email address on a corporate site isn’t the same.
LinkedIn said 90 percent of candidates are open to the right opportunity if it’s presented at the right time.
By using Pipeline Builder, LinkedIn believes employers can take unaware talent and make it aware through advertising, then potentially turn a visitor into an interested candidate, which can then lead to an application and a hire.