Qu'est-ce que Social Selling ?
Definition
Social selling in a recruitment context is the practice of using social media — primarily LinkedIn — to build authentic relationships with potential candidates over time, before formally approaching them about a role. Rather than cold outreach, the recruiter positions themselves as a knowledgeable, trustworthy professional whose future contact will be welcomed.
In practice
Social selling involves regularly publishing relevant content (industry insights, career advice, company culture posts), engaging meaningfully with candidates' posts, and building a network with a long-term perspective. A recruiter with a strong social selling approach will often find that candidates already know and trust them when outreach finally happens, dramatically improving response rates. LinkedIn's Social Selling Index (SSI) measures effectiveness across four dimensions: professional brand, finding the right people, engaging with insights, and building relationships.
Key takeaway
Social selling is a marathon, not a sprint — consistent, value-adding presence on professional networks makes every future recruitment conversation warmer and more productive.
Définitions connexes
Employer Brand
A company's reputation as an employer — how it is perceived by current employees, job candidates and the general public.
Professional networking
Building and maintaining a network of professional contacts to create career opportunities and share knowledge.
LinkedIn InMail
LinkedIn's paid private messaging system that allows recruiters to contact any LinkedIn member, even without being connected.
Employer Branding
All actions and strategies implemented to build, promote and manage a company's reputation as an employer.