There are very few things that any industry can call a “game changer” – that one thing that fundamentally changes how we perform certain tasks. Certainly the computer changed how we work in an office, and without question, the Internet and email dramatically changed how we communicate with each other. Following this vein of thought, the advent of Web 2.0 has shifted how recruiters attract talent.

While traditional HR methods remain relevant, the social web now provides opportunities to both augment and improve upon more traditional hiring techniques. LinkedIn, for example is certainly one website pushing recruiters and HR professionals to re-evaluate how they engage potential candidates and attract top talent. Currently there are more than 2 million Canadians using LinkedIn , the vast majority of whom are employed. Industry members must now, therefore, ensure they follow certain best practices to land that perfect hire – particularly as that person isn’t likely searching for a new job. Appealing to Canadians on the site will require much of what you already know about engaging potential recruits, but will also demand a new set of skills…call it recruiting 2.0.

What follows are seven strategies HR professionals can leverage to help their chances of success on LinkedIn

1. Use your profile to hire
Initially, you may have created your LinkedIn profile with the goal of finding impressive candidates and recruiting them into a job. And while that might still hold true, it’s essential not to come across as a candidate-hunter “collecting” talent with your aggressive closing skills.

With that in mind, authenticity is essential. Remember to engage candidates with your own genuine voice, and show that you will act in the best interests of your candidates, working to further their careers. So, how is this done? Follow these easy steps:
• Add a profile picture: people are more apt to engage when they can put a face to your name
• Avoid jargon and don’t use words only found in resumes: be personable and use plain talk
• Update your status bar with open hires and relevant company information
• Remember the power of other’s opinions – collect recommendations from people you have hired (not just team members and managers)
• Add links to your career site and your company blog
• Make sure that you show enough in your public profile so that people outside your three degree network can see who you are

2. It’s not just about targeting candidates
The HR industry is about more than that. Fostering relationships with hiring managers and alumni are equally important. Seek these people out and connect with them; build a high quality network. Through this networking process you can learn more about them and their business, but most importantly who makes up their team. LinkedIn provides insights into who they’re connected with, updates from these people and other insights like the articles they share, events they’re attending and groups they belong to. Managers, in turn, will see when you post a job, need help looking for super stars, or start a discussion about hiring best practices. Candidates will also notice when you’re well connected within an industry or specific company, making you a RWF (recruiter worth following). Essentially, through the one connection made with the hiring manager you can expand your potential network and broaden your area of influence.

3. Add value to the conversation with job seekers
If you want to make an impact with potential recruits, start the conversation about how job seekers can optimize their profile. How is this done? By making yourself heard. Post interesting articles from magazines, newspapers or Internet sites on your status update. By doing this, each of your connections receives a bird’s eye view of your news and will begin to look to you as an authentic and interested voice in the recruitment industry. Additionally, be sure to post tips in groups and LinkedIn Answers about how your employees/recruits successfully landed their dream job at, or through your company. As a rule, people who use LinkedIn or the social web only for gain rarely get noticed. Those who add value to the conversation stand out.

4. People search is your new best friend
LinkedIn, with more than 2 million Canadian members and counting, is a gold mine when it comes to finding the best passive candidates – those people who are not actively looking for another job, but would likely listen to an offer. You can source these people through LinkedIn’s advanced search functions. With dynamic search filters (such as years of experience, job title and many more), you can narrow your search to the profiles most relevant to the position you need to fill. You can also save your searches and set up search alerts to be the first one to get to that dream candidate. Once you find that perfect match, simply send them an InMail (LinkedIn’s mail system) message describing the position you’re looking to fill. You just might strike gold.

5. Join groups where your targets congregate
There are more than 500,000 professional groups on LinkedIn, covering every imaginable specialty and sub-specialty. Join these groups. They will give you greater insight into the industries you cover and candidates you care about. You will not only be able to understand issues affecting these candidates but also keep on top of where the HR industry is headed. One major advantage to Groups is the ability to post opportunities in their dedicated jobs section. One thing to consider however is resisting the urge to promote your company or open positions in the main discussions: respect the dynamics and guidelines of these communities (see tip #3).

6. Get your employees involved
As we all know, first impressions can make or break the deal. And in the age of the Internet, generally the first interaction anyone has of a company is through a website. The same holds true for how companies are represented on the social sites, including the state of all employee profiles on sites like LinkedIn.

Set an example with a flawless profile, complete with a photo, employment history, awards won, recommendations given and received and a customized URL. In fact LinkedIn will let you know when your profile is complete. Be mindful of typos – you wouldn’t hire that person either. Also, make sure that all employees who engage candidates on the site have up-to-date profiles that are compelling and informative to potential candidates. They should include:
• Recommendations from their current or former employees, shedding light on what it’s like to work for them
• Links to their open positions and your career site
• Why working at your company is so fulfilling
• The career paths they took to get to their current role – especially if they have been promoted since they joined

7. Grow your company’s digital footprint
Make sure your Company Page is up-to-date on LinkedIn. You can edit certain areas, even add links to your blog and Twitter accounts to ensure your network is up-to-date on your company’s activity. You can also create and enhance a Career Page where you can showcase your best employees, your culture and more. Your company profile is typically just a click away from your profile and your job posts…so make it shine.