B2B Influencers and Employer Branding: How to Attract Top Talent on LinkedIn

What's In This Post:

• Why LinkedIn is Essential for Modern Employer Branding
• Your Employees Are Your Best LinkedIn Ambassadors
• How Can LinkedIn Influencers Help Me Recruit More?
• Best Practices for Employer Branding with LinkedIn Influencers
• Transform Your Employer Branding with LinkedIn Influencers

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Today, forward-thinking companies have discovered that influencer marketing is essential for recruiting top talent. Leading brands have already proven this strategy works: US Navy, the Chamber of Trades and Crafts, Kellogg's, Orange, and many others have successfully leveraged influencers for employer branding.

This raises important questions:

• Are influencers becoming the career advisors of tomorrow?
• Can these personalities influence not just young professionals but experienced candidates too?
• What type of influencer should you partner with to recruit qualified profiles?

Real-World Success: How Orange Used YouTube Influencers for Recruitment

The Orange Group developed an innovative employer branding strategy with YouTuber Nou (Greg Guillotin) through the campaign "Worst Intern in the World."

Through a series of humorous videos, Orange was able to:

• Showcase a dozen different career paths within the company
• Highlight the quality and expertise of their employees
• Present an authentic, engaging view of company culture

The primary objective? Attract potential candidates by conveying a positive company image that resonates with the talent profiles they need.

Why LinkedIn is Essential for Modern Employer Branding

The emergence of professional social networks has fundamentally transformed how both job seekers and recruiters approach the labor market.

LinkedIn enables companies to build a modern recruitment strategy—creating an attractive employer brand that captures the attention of top candidates.

Explore LinkedIn's power for employer branding.

While recruiters initially viewed LinkedIn as simply a massive talent pool, the platform has evolved into a major tool for employer brand development, allowing companies to:

• Showcase their identity and core values
• Attract new customers and business opportunities
• Recruit and retain high-quality employees
• Build thought leadership in their industry

LinkedIn: The Essential Tool for Your Employer Brand

Like all social networks, LinkedIn has its own influencers—decision-makers and industry experts capable of influencing thousands of managers, executives, and professionals across various sectors.

At Les Années Folles, our network of B2B influencers on LinkedIn includes recognized experts in:

• Human Resources and Talent Acquisition
• Sales and Business Development
• Digital Marketing and Social Media
• Healthcare and Wellness
• Disability Inclusion and Workplace Accessibility

These B2B LinkedIn influencers are authentic specialists in their fields. Their communities follow them for the relevance of their insights, perspectives, and expertise. They're identified as industry references by professionals working in the same sectors.

Download our free ebook to learn all about the different Types of Influencers.

How Les Années Folles and Its Influencers Help You Recruit Top Talent

Let's examine concrete case studies that demonstrate the power of LinkedIn influencer marketing for recruitment.

Case Study: Noovimo Real Estate Network

We've been supporting the Noovimo real estate network for 10 months on LinkedIn with remarkable results.

The Challenge: In 2021, Noovimo had no LinkedIn strategy despite recognizing the platform's potential. The company understood that the vast majority of their target audience—real estate professionals considering career changes—was active on this professional social network.

The Employer Branding Strategy: The primary goal of our collaboration was to revitalize the Noovimo brand on LinkedIn. Our objective focused on amplifying the voices of the women and men who make up this real estate agent network.

We encouraged them to share:

• Their professional career journeys
• Why they chose to join Noovimo over competitors
• The company's core values and culture
• Their daily work experiences and success stories

The Target Audience: Noovimo's buyer persona—often professionals in career transition, aged 35-60—is highly active on LinkedIn and Facebook, making these platforms ideal for recruitment marketing.

Our Content Strategy for Employer Branding: We work daily on their employer brand on LinkedIn through diverse content including:

• Agent career transition stories
• Customer testimonials and recommendations
• Real estate market news and trends
• Company updates and announcements
• Success stories from real estate consultants

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Through workshops and training events, we empower all network members to communicate authentically on LinkedIn and create their own content.

The goal: Transform each employee into a "brand ambassador" by creating, distributing, and sharing content published by the company.

Your Employees Are Your Best LinkedIn Ambassadors

We're deeply convinced that your employees are your most powerful LinkedIn ambassadors for recruitment.

Indeed, who better than your employees or network members to talk about your company and convince future talent to join your ranks?

By sharing their daily experiences, commitment, and personal stories, employees demonstrate the alignment between your employer brand promise and the reality of working at your company.

Just as a brand ambassador legitimizes and provides credibility to a company's products or services, employee ambassadors humanize your employer brand, increase reputation, and promote your company as an attractive employer within their professional networks.

The Math is Compelling: If each employee has an average of 150 LinkedIn connections, and you have 25 employees actively sharing company content, each post reaches their network organically.

Potential reach: 3,750+ professionals could discover your employer brand content and become interested in your company!

When your team shares their projects, progress, and company updates on their profiles, you multiply your reach exponentially.

Learn more about employee advocacy strategies by reading our blog.

Humanizing Your Employer Brand with Employee Stories

We positioned Noovimo network members at the heart of our LinkedIn communication strategy by sharing:

• Personal stories and career testimonials
• Real work experiences and achievements
• Video behind-the-scenes content (the best format for humanizing messaging and connecting emotionally with audiences)
• Day-in-the-life content

The objective: Reflect the company's dynamism, career development opportunities, family spirit, and strong team cohesion on LinkedIn to attract potential new talent who could view this content through their connections and submit applications.

How Can LinkedIn Influencers Help Me Recruit More?

B2B influencers play a crucial role in amplifying your employer branding efforts beyond your existing employee network.

Their extensive professional networks and highly engaged communities of industry experts are invaluable for generating interest and applications for your company.

Real Influencer Marketing Campaign Examples:

Patrick Grobéty, a LinkedIn influencer with Les Années Folles and real estate industry expert, successfully highlighted the Noovimo network through strategic posts that sparked curiosity and engagement among qualified professionals.

Case Study: Alan Digital Health Insurance Employer Brand Campaign

Amélie Favre-Guittet, a LinkedIn influencer and HR expert, along with Céline Thomas, a LinkedIn influencer and management expert, collaborated with Alan, a digital health insurance company.

Campaign Objective: Strengthen employer brand image by communicating company values, commitments, and social causes through promoting their latest study on menopause in the workplace.

Impressive Results: Amélie and Céline created several posts about quality of life at work that achieved:

• 200,000+ impressions
• 2,000+ reactions on LinkedIn
• Only 6 publications generated these results

Why This Employer Branding Campaign Succeeded:

This was a genuine success for Alan because the selected influencers embodied the issue authentically, engaged HR audiences effectively, and generated a solidarity movement that the brand could not have achieved through corporate communication alone.

This highly successful influencer marketing campaign contributed to Alan's employer brand development while generating qualified applications from professionals who were sensitive to this communication approach and aligned with the company's values.

Case Study: Edenred Workplace Showcase

Amélie had the opportunity to visit Edenred's offices to showcase their innovative workspaces and discuss measures the company implemented to improve remote work conditions for employees.

We went to Edenred's premises equipped with tripods, cameras, and microphones to capture this authentic behind-the-scenes content!

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Best Practices for Employer Branding with LinkedIn Influencers

However, it's important to keep in mind that, just like commercial communication, employer brand communication using influencers must follow certain fundamental rules:

1. Coherence

The editorial line of the influencer must align with the professions and company culture being presented. Authenticity is key to successful employer branding.

2. Creative Freedom

The influencer's freedom is essential. Their tone, environment, spontaneity, and personality are what unite their community and make them so appreciated on LinkedIn. Allow influencers to communicate in their authentic voice.

3. Transparency and Ethics

It's imperative that audiences know this is a paid collaboration or sponsored content. Transparency builds trust and maintains the influencer's credibility.

Conclusion: Transform Your Employer Branding with LinkedIn Influencers

Working on your employer brand means working on your overall brand image.

Working on your employer brand with B2B influencers means doing so in a dynamic format that offers real opportunities to give a more authentic and engaging vision of your company.

LinkedIn influencer marketing for recruitment provides:

• Expanded reach to qualified professionals
• Authentic storytelling that resonates with top talent
• Credibility through third-party validation
• Humanized content that showcases real company culture

Discover our latest B2B Influence Marketing insights and strategies.

It's up to companies and influencers to combine their talents—and that's precisely what we're here for at Les Années Folles!

Ready to attract top talent through strategic employer branding on LinkedIn? Let's work together to create an influencer marketing campaign that transforms your recruitment results.

Looking to amplify your employer brand with LinkedIn influencers? Contact Les Années Folles to discuss your B2B influencer marketing strategy for recruitment.