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2.9 from 23 votes

LinkedIn Empowers Employers to Enhance Their Brand with Recruits and to Target Ideal Candidates

Date: October 14 2011

LinkedIn is increasingly being used by companies to strengthen their employer brand and recruit so-called passive candidates—potential employees who are not actively seeking to change jobs, CEO Jeff Weiner said in a video interview posted on The BCG site is a new online platform featuring the latest thinking on current business issues from experts at The Boston Consulting Group (BCG), as well as CEOs, academics, and other leaders.
LinkedIn is well known as an online site for professionals to network and make connections with their peers. But such companies as Dassault Systèmes, ConAgra Foods, and SABMiller are finding creative ways to improve their people practices and lower recruiting costs, Weiner said.
Dassault Systèmes, a 3D-imaging company in France, for example, tailors company and career information on LinkedIn by creating a dynamic presence that changes depending on the nationality and professional profile of the viewer. “This tailoring creates a much more relevant and valuable experience for the member and a better return on investment for Dassault,” Weiner said.
ConAgra Foods, a global food company based in Omaha, Nebraska, uses LinkedIn to conduct primary research that helps it understand how potential candidates perceive the company. It then tailors its career advertising and recruiting campaigns to target specific candidate profiles.
Finally, SABMiller, the global brewer that began in South Africa, actively seeks out passive candidates who are not seeking new employment but whose online profiles match those of internal job openings. “For the first time, recruiters do not necessarily need to sift through thousands of resumés, constantly saying no,” Weiner said. “They are now in the position to identify the ideal candidate and then do a search specifically for those variables. You are going to be spending most of your time conducting the perfect search.”
The video interview—conducted by Dominic Field, a BCG partner in Los Angeles and the global topic leader of the firm’s digital economy initiative—is being released in conjunction with the study Creating People Advantage 2011—Time to Act: HR Certainties in Uncertain Times. The study marks the third time that BCG has collaborated with the European Association for People Management to survey more than 2,000 executives from business and administration in 35 European countries and explore trends in HR.
For more information on the interview or the study, please contact Eric Gregoire at or at + 1 617 850 3783.
About The Boston Consulting Group

The Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy. We partner with clients in all sectors and regions to identify their highest-value opportunities, address their most critical challenges, and transform their businesses. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with 74 offices in 42 countries. For more information, please visit

BCG’s new online platform,—available on PC, mobile phone, and iPad—features the latest thinking from BCG experts as well as from CEOs, academics, and other leaders. It covers issues at the top of senior management’s agenda. It also provides unprecedented access to BCG’s extensive archive of thought leadership stretching back almost 50 years to the days of Bruce Henderson, the firm’s founder and one of the architects of modern management consulting.


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