STAY CONNECTED

BY JOSH CORMAN

LINKEDIN IS , OF COURSE , a professional networking platform where people form “ connections ” with others in their professional orbit and seek or post available jobs . However , if using those functions is the beginning and end of your experience with the business- and employment-focused site , you may consider broadening the scope of your spa or company ’ s involvement with the platform .

The amount of professional tumult within the spa industry over the last year has led to a surge in engagement on LinkedIn , which means that spas and other industry businesses that use the site have access to an especially active audience with a strong interest in spa . As a result , these businesses can use the platform more effectively than ever by going beyond simple job postings and updates and posting content — including articles , photos and video — that show off their unique culture and make their brand stand out in a highly competitive labor market .

An article written by a spa leader ( as of now , businesses cannot directly publish articles , though they can repost them ) on the subject of guest service or the mission of their

The amount of professional tumult within the spa industry over the last year has led to a surge in engagement on LinkedIn

business can serve as a form of content marketing , revealing the values of the spa and its team to a generation of jobseekers who , more than ever , feel that having a connection to an employer ’ s purpose is important . These types of articles , focused not on detailing the technical aspects of an open position ( though there is a place for that as well ) but on the larger goals of an organization may offer its LinkedIn audience more meaningful takeaways about what it might be like to work there than a typical job description .

In the same way , a post celebrating employee successes — calling out an employee of the month , for example — or simply posting photos or videos highlighting your team ’ s work can be a great way to recognize your current employees while appealing to potential ones . ISPA Member Mandarin Oriental Hotel Group has even started a program for former employees , which they use to both maintain a strong network and publicly illustrate their support of their team members , even when they no longer work for the company .

Of course , LinkedIn is still the ideal spot to post about an open position or job fair , but even in those instances , leaders who can demonstrate not just what positions are available , but why a prospective employee should be eager to join the team , stand to reap the platform ’ s rewards . n

10 PULSE ^■ MAY 2021