The number one question recruiters should ask when developing their LinkedIn strategy is “What is the impact and alignment of the strategy to the employer branding goals/objectives?”

Start by looking at three key criteria;

1. Strategy:  the plan that marries your business objectives and your business insights to your users
2. Enablement:  active commitment to becoming a social business and making social a part of the company DNA
3. Content:  Storytelling!  What you’re saying must pass the “Who gives a crap” test!

LinkedIn is a powerful tool and critical addition to your employer branding strategy.  It goes beyond “status updates” or “push information”.  When creating your plan ask yourself:

• How will the platform tie into the overall social media/employer branding goals?
• What should my feed to look like in the long run?
• How do I “keep it real” and engaging to people vs. pushing the same information that everyone else does?
• Why am I on LinkedIn?

Once you have a strategy in mind you can now put together your plan.  The strategy outline is:

Mission:
Drive conversation, create brand advocates and engage social-minded users while establishing yourself as an expert in areas outside of “filling requisitions”.

Goals: 

• Drive traffic to the corporate website and/or landing pages without posting links to jobs and asking people “Interested” or “Looking for a Job”.
• Utilize Showcase Pages to promote specific areas of your employer brands.
• Create Pulse articles that highlight your topical expertise within recruiting and provides content for your community.
• Post industry articles and content relevant to your corporate industry and the recruiting function…always provide your opinion on the content.
• Create and/or join groups that are in line with your business to establish you as a brand leader.
• Participate in conversations within groups, company pages and community postings.

Business Statement:
I will use the LinkedIn community as a platform to interact with (fill in the blank) and engage peers on a professional level regarding our employer brand.

Target Audience:

• Key talent / community members
• Users you know on a professional level, who are less likely to interact on Facebook , Twitter, etc…

Benchmark:
Compare stats, activities, connections and interactions.  Gage your interaction/adoption because it is more important than just obtaining followers. 

Tracking:
What works and what does not work; measure against current stats (if available) and pay attention to:

• Increases in engagement (likes, shares, followers added)
• Are you reaching your target audience?
• Who are your advocates/fans?
• Goal achievement and relevance.

This article was edited in April 2015 to include recent LinkedIn tools and platform changes.