THE PEP TALK: FRANK KOO (MD OF LINKEDIN SEA, KOREA, JAPAN) – A POWERFUL WAY TO ATTRACT AND RETAIN INCREDIBLE TALENT

We know that LinkedIn career page is very beneficial platform. Company can use it to attract the best talent to their organization, share their unique company story, and measure the impact on their goals. LinkedIn is a powerful source to look for people, indeed, because it’s easy to find people does not mean it’s easy to hire. So why company should consider using LinkedIn career page?

Using LinkedIn career page with the right content message would help company to hire the right people, is that really accurate? What types of content that perfectly showcases the company culture? How to create and distribute valuable consistent content to retain a clearly-defined audience? If you are considering investing on LinkedIn career page, this interview might help you clarify your curiosity.

WHAT OPPORTUNITIES DO YOU SEE IN THAILAND
in term of LinkedIn potential to expand here?
I see tremendous opportunities to serve professional community. First of all, our membership has been growing more than 30% year on year. We see a lot more of professional or pre professional including university student who are coming to our platform. We want to provide this platform for people to connect a network to be able to learn and keep up with industry news or professional news and also to advance their career.

I think this value proposition is a spot on in Thailand because of young professional as well as middle level they want to grow their career. They want to learn new things and they want to have a new network. And with digitalization, you know digital network, building is the key.

Because of this direction that we have to Thailand, the growth perspective tremendous for users and also the company perspective, a lot of organizations are being aware of Employer Branding of using data and analytic to support the talent acquisition and recruitment. And also they bring their employees to have the best experience to learning and development. So I think all these are drivers to cooperate growth and development as well.

WHAT DO YOU SEE IN TERMS OF PARTNERING WITH SKILLSOLVED?
I see SkillSolved as a very progressive organization. Not just getting the right people for the companies but also in assembly line the process like pass a recruitment process outsourcing organization for a certain company and also more importantly is to driving the change in a corporate culture in term of employee engagement and experience through the Employer Branding.

Now, Employer Branding is still very new concept in Thailand but it is taking up very fast and I believe that, in Employer Branding, organizations are able to share what they represent to their customers and employees very authentically and very holistically so that they can get the right type of people to join and help them develop their business. It’s very encouraging to seeSkillSolved going into the big way in Employer Branding period.

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CAN YOU SHARE A BIT MORE ON LINKEDIN LIFE/CAREER PAGE,
the main product, that will help in term of Employer Branding with many organizations?

What we provide in LinkedIn life page or some people call it LinkedIn career page is reach to provide the organization with an opportunity to share what it’s like working in your company. Many company will share about their mission, vision, value, and culture, some testimonial from their employees of what it’s like working in the company and also some activities or some achievements that company have achieved as a result to a business.

All these can be included in a very interesting attractive content on LinkedIn life page. The idea is to let the potential employees know what it’s like working in company and what company stands for or what is a driver of growth so that they can have a very clear picture whether the company purpose aligns to theirs.

We believe that if this happens then the employees who join the company will be able to contribute a lot better and they will feel happier and finally the company will grow much faster. One important thing is that the organization needs to be able to build the understanding of Employer Branding, deliver the right content, and plan the content in an on-going basics so that employees can attribute the great culture that everyone wants to join.

As you mentioned that when a company delivers authentic messages they will hire more and better,
WHAT TYPE OF CONTENT IN LINKEDIN PLATFORM ON LIFE PAGE
is able to generate interests and most brand awareness?
We find the best content that potential employees want to know is about “working in a company” it can be about office environment or maybe some technologies the company is using in order to get works done better and faster. The co-workers they will be working with and what co-workers think about company as well as some of activities inside and outside that company organizes for their employees.

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These will make potential employees feel whether this is the right kind of organization they want to be a part of. We also see that increasingly a lot of high potential professional wants to make sure whether the company stands for is align to their personal belief and purpose.

By sharing company mission, vision, and culture will give company the right match with potential employees. We are talking about good employees here. Of course there are some people that work for money alone but we find that people who has their mission that aligns to the company normally do lot in return.

In term of producing content, whether it’s written article or video content marketing. Are these different types of content generate different response from users?
AND WHICH TYPE IS THE BEST?
We think that different people engage with different types of content. Individual differences – people differ from each other is obvious. Now that video has been known to be a tool that build a lot of attention. A short clip definitely within 2 minutes which we allow that in our platform right now. Some might prefer to look at the thought leadership articles.

Let say they spend probably 3 minutes reading the article. Some may want to just look at the post from their friends or someone who is an existing employee in that company or the post about engagement activity. These kinds of posts can be simply be just a few seconds reading. There are different types of user in our platform. I would suggest for any company that working on an Employer Branding should use different types of contents to engage different types of member.

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