LinkedIn has become an invaluable tool for businesses looking to build their brand, connect with customers, recruit talent, and drive leads. However, there are certain guidelines businesses should follow when leveraging LinkedIn to avoid potential legal issues or damage to their reputation.
Using LinkedIn for Recruiting and Hiring
LinkedIn’s massive user base makes it a prime spot to find qualified candidates for open positions. However, there are a few key recruitment rules to keep in mind:
- Avoid using discriminatory language in job posts – Stick to describing the required skills and experience for the role.
- Be transparent about pay and benefits – Provide details upfront to avoid wasting applicants’ time.
- Respect candidates’ privacy – Don’t overstep by gathering more info than needed or contacting references without permission.
- Respond to applicants in a timely manner – Even if rejecting a candidate, send a “thank you for applying” note.
When actually hiring through LinkedIn, it’s important to follow standard human resources best practices:
- Verify credentials and perform background checks.
- Send official offer letters with clearly outlined compensation and policies.
- Have candidates sign NDAs and non-compete agreements as applicable.
- Collect any required forms like I-9s and tax paperwork.
Documenting the hiring process will protect the company from any potential compliance issues down the road.
Marketing on LinkedIn
LinkedIn offers a number of options for increasing brand visibility and generating leads, including native ads, sponsored content, and company pages. To leverage these tools effectively, brands should adhere to the following:
- Be transparent – Disclose when content is sponsored.
- Keep it professional – Align content with your brand identity and voice.
- Add value – Share insights and information your audience finds genuinely useful.
- Respect user preferences – Don’t be overly promotional or pushy.
- Comply with regulations – Understand any disclosure requirements for financial services, pharmaceutical brands, etc.
It’s also important to be mindful of LinkedIn’s policies around scraping data. Brands should avoid violating user privacy by collecting profile info in mass quantities.
Company Pages
Company pages represent a business’s digital storefront on LinkedIn. To make a good impression, brands should:
- Completely fill out the Company Page – Include descriptions, images, contact info, etc.
- Keep info updated – Refresh content regularly to stay relevant.
- Be responsive – Timely respond to comments and messages.
- Promote the page – Cross-link on website and other profiles.
- Engage followers – Share company news, ask questions, run polls, etc. to build community.
Maintaining an active, dynamic Company Page establishes credibility and gives people a reason to follow your brand.
Employee Profiles
Having employees share company-approved messages on their personal LinkedIn profiles can expand reach. But businesses should set clear guidelines for employees using LinkedIn for marketing, such as:
- Content must align with brand messaging – Don’t go rogue!
- Disclose affiliation – Identify yourself as an employee.
- Link back to Company Page – Help drive traffic.
- Get approval for company assets – Don’t share unapproved logos, presentations, etc.
- Use a disclaimer – “Opinions are my own and do not represent my employer’s views.”
Providing these standards ensures employees don’t cross lines that could create PR headaches down the road.
Groups
Joining and participating in LinkedIn Groups related to the company’s industry enables establishing connections and sharing content. However, there are community rules to follow, including:
- No spamming – Self-promotion should be limited.
- Keep it professional – No offensive language or controversial topics.
- Respect others – Don’t attack fellow members.
- Follow moderator guidance – If asked to stop any behavior, comply immediately.
Active, non-promotional participation that provides value for other members will be appreciated. Also take note of any group rules outlined by moderators.
Messaging
LinkedIn provides tools for sending private messages to connect with other members. While outreach can help build relationships, avoid coming off as spammy or salesy. Best practices include:
- Personalize invitations – Don’t send cookie-cutter connection requests.
- Reference common connections when possible to establish legitimacy.
- Keep communication professional and avoid over-pitching.
- Respect requests to discontinue messaging.
- Use common sense – Don’t send unsolicited messages to hundreds of members at once.
With messaging, quality connections that add value trump quantity of outreach every time.
Advertising Policies
LinkedIn has rules around advertising on the platform, prohibiting:
- Misleading or inaccurate ads, including deceptive claims.
- Promotion of illegal or unethical products or services.
- Inflammatory political or social commentary.
- Encouraging violence or hate.
- Infringing on intellectual property rights.
Additionally, all LinkedIn ads are subject to their submission and approval process. Ads should be informational and solution-focused. Anything perceived as highly promotional risks rejection.
Data Usage
LinkedIn data enables valuable business insights through tools like LinkedIn Analytics. However, it’s critical to adhere to data privacy best practices.
- Only utilize first-party data provided directly through use of LinkedIn tools.
- Avoid collecting any user data through unauthorized means like web scraping.
- De-identify aggregated data to protect privacy when possible.
- Allow users to opt out of data collection and targeting.
- Restrict internal data access to employees who require it.
With data privacy regulations proliferating, following strong governance principles is a must.
Violations
If problematic behavior is identified by LinkedIn on an individual account or Company Page, actions may include:
- Content removal
- Blocking access to some or all LinkedIn products and services
- Terminating accounts or pages
- Pursuing legal action if violations are severe
That’s why properly training employees on LinkedIn best practices and maintaining strong oversight reduces compliance risk.
Conclusion
LinkedIn is a powerful platform, but following the rules of the road is imperative to avoiding issues. By keeping content professional, respecting user privacy, leveraging data responsibly, and aligning with LinkedIn policies, businesses can build their brands successfully while avoiding compliance pitfalls or PR headaches.