LinkedIn is a business-orientated social networking site and is mainly used for professional networking.
There are four types of LinkedIn page that are relevant to a university:
- A personal profile created by an individual. An academic member of staff working at a university would have an individual profile.
- ‘Company pages’ which are profiles for organisations and business – used by the HR department in RGU for posting jobs vacancies / recruitment and corporate announcements, news stories and events
- ‘Groups’ are a space where people with similar interests can interact. There are a number of LinkedIn groups that are associated with the university and managed by alumni, staff and current students.
- ‘University pages’ are profiles specifically for
universities. Usually managed by a university Marketing or Communications department, students and staff who have an individual LinkedIn profiles become automatic members and can follow this university
The university page for Robert Gordon University is managed centrally - individuals cannot set up these pages themselves but by indicating an association in an individual profile, staff, students and graduates will automatically gain access to the page features.
Using University pages to engage with students
RGU Alumni and UK Marketing have administrative rights to the university page. Individuals with these rights can create posts with news updates or topics of interest. You can make a request to the team to post as Robert Gordon University on your behalf. Alternatively, you can post from within your own profile and this will be picked up in the university page feed.
Academics who have individual profiles can create ‘groups’ to post information of relevance to the subject matter of the group. Students can join the groups and then use the groups as a discussion forum to debate topics of interest or research.
Tone of voice
LinkedIn is a professional networking site, so the language and tone used when posting news stories and discussions should use a more professional tone than, for example, Facebook.
Students and graduates
More and more employers are looking to LinkedIn to recruit the best candidates.
LinkedIn is a cost effective method of recruiting staff. Acting as your online CV, your LinkedIn profile can be searched using keywords to determine the relevance of your experience to job vacancies. Premium (paid) accounts are used by HR departments and agencies to allow them to make direct contact with possible candidates.
This means that it is extremely important to keep your profile professional and up-to-date particularly when looking for work.
The RGU Careers and Employability Centre have some excellent guidance on line.
LinkedIn can help to recruit to your course or promote your research.
It is also used by HR to recruit staff to the university.
Recommendations which graduates and students post can be extremely valuable to communicate the benefits of your course to the world. LinkedIn is a global resource and so can help to promote awareness to an international audience.
Linking with former students will help to build your network and circle of influence and they will, in turn, be kept up-to-date with what you are doing. The career paths of former students can act as a useful source of case study information to help with your recruitment messages.
Find out more from the university pages and from the excellent guidance produced by LinkedIn.