Didion Recruitment — LinkedIn Strategy for Salaried Roles

Overview

Didion is experiencing a drop in applications for open positions and needs an urgent recruitment push. The strategy segments by role type and platform: skilled trades and manufacturing roles go to Meta/Google, while salaried and professional roles go to LinkedIn. This article covers the LinkedIn arm of that strategy.

LinkedIn was identified as the right channel for salaried roles because targeting precision yields higher-quality applicants — reducing the noise of unqualified submissions common on broader platforms. Melissa noted that LinkedIn ad costs have come down meaningfully and the platform is worth revisiting.

Didion's internal recruitment team already uses LinkedIn InMail for outreach. The paid advertising layer is additive and distinct from that existing effort.

Target Roles for LinkedIn

The following open positions were identified as LinkedIn-appropriate based on seniority and professional profile:

Roles like Grain Operator, Biofuel Technician, and Product Integrity Technician (night shift) were explicitly excluded from LinkedIn and directed toward Meta/Google instead.

Strategic Rationale

• Targeting precision: LinkedIn allows filtering by job title, industry, seniority, and company size — producing applicants who match the role profile rather than general job-seekers.
• Cost trajectory: LinkedIn CPCs have decreased, making it more viable than in prior years.
• Quality over volume: Salaried roles benefit more from fewer, better-fit applicants than from high-volume, low-signal traffic.
• InMail is not a substitute: Didion's existing InMail usage is recruiter-initiated outreach. Paid lead-gen ads reach passive candidates who haven't been directly contacted.

Recommended Approach: Native Lead Forms

AAG recommended exploring LinkedIn Lead Gen Forms — applications completed entirely within LinkedIn without requiring the candidate to visit Didion's website. Key benefits:

• Reduces drop-off from external redirects
• Pre-populates candidate data from their LinkedIn profile
• Keeps the experience frictionless on mobile

This is distinct from click-through ads that drive to the Didion careers page, and may be more effective for roles where the candidate pool is passive.

Existing Meta Ad Context (for contrast)

The current Meta recruitment ads are performing at $7–$24 per form submission at $2.30/day. Some ad sets are flagged as "learning limited" due to low submission volume — not poor targeting. AAG will audit and optimize these in parallel.

This context is relevant because it sets a cost-per-lead benchmark. LinkedIn CPLs will likely be higher, but the applicant quality for salaried roles should justify the difference.

Action Items

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