When you come across a job posting on LinkedIn that says “Promoted,” it means that the company posting the job has paid to boost the visibility and reach of the listing. LinkedIn offers employers the option to “sponsor” or “promote” their job postings to get them in front of more qualified candidates. There are a few key things to know about promoted job postings on LinkedIn:
Increased Visibility
Promoted job postings show up more frequently in searches, get prime placement in recommendation engines, and appear more prominently in job feeds. This gives the posting a better chance of being seen by relevant candidates. Whereas regular job posts may only reach a small percentage of qualified candidates, promoted posts cast a much wider net.
Paid Advertising
Promoted job postings are a form of paid advertising on LinkedIn. Companies pay LinkedIn on a cost-per-click (CPC) or cost-per-impression (CPM) basis to boost their listings. LinkedIn then uses that ad revenue to give the post wider reach across its platform. The “Promoted” label indicates that the company has invested extra money and resources into making sure their job gets attention.
Increased Competition
Since promoted job postings aim to attract more applicants, it also means you’ll likely face stiffer competition from other candidates. Companies paying to amplify their job listing are serious about filling the role, so you can expect a highly competitive applicant pool. Make sure your resume and application stand out from the crowd.
Why Do Companies Promote Job Postings?
There are several key reasons companies choose to promote their job postings on LinkedIn:
Attract Top Talent
Promoted postings help companies get their job listings in front of more qualified, passive candidates who may not be actively searching. This allows them to attract talent they may have otherwise missed.
Fill Roles Faster
Wider visibility and bigger applicant pools mean companies can potentially fill open roles quicker. The boosted job listing speeds up their talent search.
Build Brand Awareness
In addition to attracting applicants, promoted posts also get a company’s brand and open positions in front of a larger audience. This can build brand recognition and credibility.
Target Specific Candidates
Companies can target promoted job posts using LinkedIn’s analytics and targeting capabilities. For example, they can choose to only show the listing to users with certain skills, titles, locations and more. This allows them to zero in on the most relevant people.
Benefits for Job Seekers
While promoted listings aim to help the employer, they also offer some benefits for job seekers:
Exposure to New Opportunities
You may come across relevant job openings that you otherwise wouldn’t have seen. The boosted visibility gives you access to openings you may have missed.
Increased Chances of Being Noticed
Even though you’ll face stiffer competition, applying to promoted listings also means your application is more likely to be noticed by recruiters. You effectively increase your reach.
Indicator of Serious Vacancies
Promoted posts signal that the hiring company is heavily investing in filling the role. This indicates that the job is less likely to be pulled or put on hold.
Improved User Experience
The job descriptions in promoted posts tend to be higher quality than regular postings. Companies often optimize the posting content and user experience for their paid listings.
How to Stand Out When Applying
Here are some tips to help your application stand out when applying to promoted job postings:
Highlight Relevant Skills
Carefully review the job description and highlight skills and experiences that closely match their top requirements. Make it easy for recruiters to see you have what they are seeking.
Use Keywords
Identify key terms and keywords from the job posting and incorporate them into your resume and cover letter. This helps get your application flagged by ATS systems.
Showcase Achievements
Quantify your work accomplishments and impact. Promoted listings attract lots of qualified applicants, so achievements can differentiate you.
Customize Your Materials
Personalize your resume, cover letter and LinkedIn profile for each application. Generic materials are less likely to grab attention for competitive roles.
Lean on Your Network
Leverage your LinkedIn network to increase visibility and potentially get referred. A referral goes a long way even for promoted listings.
Tips for Getting Noticed
Here are some additional ways to boost your chances of getting noticed for competitive, promoted job postings:
Follow the Company
Follow the company posting the job on LinkedIn. This signals interest and keeps you atop their list of candidates.
Engage With Their Content
Proactively like, share and comment on content from the hiring company. Stay active and visible in their network.
Connect to Recruiters
Search out and connect with recruiters and hiring managers at the company on LinkedIn. Direct relationships improve your visibility.
Join LinkedIn Groups
Join industry, alumni, and company-specific LinkedIn groups to expand your reach and be part of relevant talent communities.
Watch for New Openings
Check back frequently for new openings once you’ve applied to a promoted post. Companies often re-promote jobs if initial responses are low.
The Takeaway
Here are the key points to remember about promoted job postings on LinkedIn:
- Promoted posts have paid advertising behind them to reach more candidates
- They aim to attract top talent and fill roles faster for the hiring company
- You will likely face more competition but also gain more exposure
- Tailor your application and lean on connections to stand out
- Proactively engage with the hiring company to boost visibility
While promoted listings require more effort to stand out, they also provide serious opportunities to connect with companies actively looking to hire. By taking the right approach, you can use promoted jobs to your advantage in securing the perfect new role.
Frequently Asked Questions
How much do promoted job postings cost on LinkedIn?
LinkedIn charges companies on a cost-per-click (CPC) and cost-per-impression (CPM) basis for promoted job postings. The exact costs can vary based on factors like industry, location, competition, and target audience. But on average, promoted job postings tend to cost around $10 per click and $5 per 1,000 impressions.
Can you pay to promote a LinkedIn job post?
Yes, any company with an active LinkedIn Recruiter account and open job listing can choose to pay to promote their job postings. You simply select the “Promote this Job” option within your job listing and establish a budget and targeting for your promoted listing.
Do promoted jobs on LinkedIn expire?
Yes, promoted job postings eventually expire and companies have to pay again to keep them promoted. The initial promotion typically lasts 30 days, after which the listing returns to a regular, organic job post unless the advertising is renewed.
Do more people apply to promoted jobs on LinkedIn?
Yes, according to LinkedIn, promoted job postings receive up to 4x more applications on average compared to regular job postings. The increased visibility and exposure tends to attract many more interested candidates.
Are promoted jobs on LinkedIn worth it?
For most companies, the cost of promoting job postings on LinkedIn provides a strong return on investment. The quality of candidates and speed at which roles can be filled often outweighs the advertising costs. But results ultimately depend on the type of role, industry competition, job market and other factors.
Conclusion
Promoted job postings on LinkedIn offer a unique opportunity for job seekers to access roles and companies that are urgently looking to hire. While competitive, with the right approach focused on matching skills and qualifications, customized applications, and proactive engagement, candidates can greatly improve their chances of standing out from the crowd. The key is persistence and leveraging all of LinkedIn’s tools and connections to eventually connect with the right opportunity. With the rise of remote work and increased usage of platforms like LinkedIn, promoted job postings are an essential part of modern job search strategy.
