LinkedIn’s mission is to “connect the world’s professionals to make them more productive and successful.” As a broker, isn’t that essentially what you want, too? To ensure that your brokerage and your agents are more productive and continue to be successful? For your brokerage to thrive, quality recruiting is an essential element of growth. You know that acquiring talented agents who are hungry for sales form the lifeblood of your brokerage.
Think of the agent search as lead acquisition. Do you want to make Facebook friends or gain business leads? With its more educated and wealthier demographic compared to other social networks, LinkedIn is a viable social media platform for lead generation, so it makes sense to use it to search for quality real estate agents as well—new or seasoned. Plus, its smaller and more focused social platform is a prime place to showcase your brokerage and its needs.
Use Free Features
Your LinkedIn profile speaks volumes about your professionalism and business model and is what most agent candidates will review to vet brokerage prospects. Make your headline stand out from the crowd, as that’s the first thing members see right under your name. Take the time to review your profile to ensure your message is correctly portrayed.
Directly messaging certain first- and second-degree connections is one way to interact with potential agents and make them take notice of what you have to offer, but there are additional options. With a basic LinkedIn membership, there are a few ways you can recruit at no cost: through posts and articles. These recruiting features use general targeting and may take some time to get results.
Play To Your Uniqueness
LinkedIn supports two kinds of content: Posts and articles. You can think of them as short form and long form content, respectively, and they each have a place in your LinkedIn marketing plan.
You want to create post items on a more regular basis that highlight the uniqueness of your brokerage—specialized trainings, online resources, sales mentors, prime location—and describe why it’s such a great place to work as opposed to your competition. Quotes from other agents, photos of employees, or the maybe the fact that you bring on veterans that became successful agents are some suggestions. You can also syndicate links to other content from Realtor.com or other real estate sites that you know that may be of interest. This is called “curated” content and can sometimes be easier for the busy broker or their associate to accomplish vs. writing original content.
Articles are different than posts and should be used to highlight areas of interest to agents seeking a first or new brokerage, such as “10 things every real estate broker should provide to its agents” or “what to expect as a new real estate agent”. Content should resonate with sales associates looking to make a change or just starting out. If articles rank high, recruits will be at your door.
Take Advantage of Targeted Data
You can up the ante and get more recruits by capitalizing on LinkedIn’s vast member information data—pulled from over 500 million members—and use it to specifically target interested candidates. Better results and less work for you, but a paid premium membership is required to unlock the features of both job posts and career pages. As these talent acquisitions are so focused, the price paid now should increase brokerage growth quicker and with better-qualified agents than previous methods.
Post A Job
Unlike other job boards, posting a job on LinkedIn is highly directed to your needs. Skills, qualifications, education and more are used to get your job in front of candidates that fit your specifications. This feature boasts of real-time analytics, so you can see how your job posts are performing, as well as easy candidate review and contact methods.
Add A Career Page
The LinkedIn paid Career feature boosts your visibility and functions like your very own website within the LinkedIn platform. You can showcase lots about the everyday work environment, interesting trainings or speakers, fun office facts or agent quotes, office layout and much more in words, images and videos. You can post more than one job opening—agents, office manager, marketing specialist—without paying for each job post. To easily assess your recruiting goals and determine how the Careers page is working, use the handy analytics tool provided.
Recruit on Multiple Channels
Don’t forget that LinkedIn compliments your current recruiting efforts, it won’t replace them. One of the major focus points of the Weichert team in coaching new Affiliates is, of course, Recruitment, and our process emphasizes a multi-channel approach that creates the right exposure and buzz around your brokerage in your local market. Our process gets great results but it’s not by doing one thing, it’s doing many. From having the materials to help attract recruiting candidates to the training to get them up and running quickly to be successful, having a system in place is critical to recruiting success and growth.
The team at Weichert understands better than most that recruiting and retaining the best people is what will make you truly successful. If finding a successful recruiting plan is something you’re interested in for your brokerage, call today at 877-533-9007 and see how the Weichert tools and processes can give you an edge.