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 bcgperspectives.com. 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.
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—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.