Recruiters are failing to make full use of the potential of LinkedIn.

Mark Williams, who runs ETN Training, which provides training in how to use LinkedIn, told a recent APSCo (Association of Professional Staffing Companies) meeting in London that most recruiters were using it “as a blunt instrument”.

“LinkedIn is not just about finding people, it’s about being found,” said Williams. “Most are using it as a way of finding candidates and for doing a bit of research on clients, but not a lot more than that.

“If potential clients want to check you out, they will go to the LinkedIn profile of the person who approached them,” he added.
Williams urged recruiters to take a number of actions to exploit the business development potential from LinkedIn’s 58m users worldwide:

• Make sure that the LinkedIn profiles of your consultants say the same thing about your company.
• Develop your connections. “People appoint a recruiter because recruiters are well connected - that’s what they pay you for.”
• Get involved by asking questions, joining groups and building a constant presence. Potential clients will see you as influential and trustworthy.
• Don’t dip in and out, or use LinkedIn in an opportunistic way, for example, to pinch candidates.
• Build up your recommendations and make sure they genuine and appropriate. “You cannot get a better sales pitch for your business.”
• Set targets for your consultants to get a certain number of recommendations. “This will drive their behaviour, and consultants will ask ’what do I need to do to make sure that I get that recommendation’.”
• See also ’Interactions Online’, Recruiter, 2 September 2009.