LinkedIn Company Page followers are crucial to your firm's success. Learn what followers want from company pages, how to generate awareness across key industries and how to effectively attract the right followers for your business.

1. Engage your audience:
How to get people to interact with your business online
Part 2 of 3 in the Build, Engage, Recruit Series

2. airwin@linkedin.com

3. Agenda
1. Overview of Build, Engage, Recruit
2. Quick recap of ‘Build your followers’
3. Branding starts with you
4. Saying the right thing, at the right time, to the right people
5. Introduction to content marketing
6. Posting updates
7. What works on LinkedIn

4. 4
An effective and efficient strategy to get the most from social
media
Build, Engage, Recruit
Build Engage Recruit
+ =

5. Build your followers

6. Build your strategy around it
6
Understand what LinkedIn members want from you
88%
Would follow a company
Follow companies
for jobs
Projects and initiatives
News and insights
68%
61%
79%
Source: LinkedIn Research.

7. 7
5 techniques to build your followers
• Generate followers through word of mouth.
• Advertise with Employee Profile Ads.
• Leverage your employees. Think: offense and defense.
• Allow members to follow Job Postings directly.
• Use other channels to promote. Add a follower button to your website.
• Share status updates.

8. Engage your target audience

9. It starts with you
9

10. 10

11. 11

12. Say the right thing
at the right time
to the right people

13. How can you do this?
LinkedIn Career Pages

14. 14
5 tips for building a best in class Career Page
1. Use visuals and banners showcasing your employees and distinct
company culture traits.
2. Be succinct in order to keep the viewer interested.
3. Use multimedia elements like videos, photos, SlideShare decks.
4. Let your employees share their experiences.
5. Customize and target your messages to different audiences.

15. 15
Take it one step further…

16. Introduction to content
marketing
16

17. 17
Content marketing:
Producing information that engages
your target audience to educate and
convert
Success in marketing today is not
based solely on quantity; quality of
engagement is essential.

18. 18

19. 19
Engage, Educate, Convert.

20. Companies who post at least
1 status update / week on
LinkedIn…

21. Get 40%
more views
to their
LinkedIn job
postings.

22. and 25%
more ‘apply’
clicks
Than companies who
don’t post status updates

23. Recruiters are becoming marketers.
Marketers are becoming sales people.
"Like it or not, we are all in sales now"
-Daniel Pink, To Sell Is Human
23

24. 24
Social media, social selling and content
marketing is not just your job…
everyone in your business needs to be
involved.

25. Views Actions
Business
outcomes
1 2 3

26. 26
“You cannot bore people into buying.”
- Ogilvy

27. 27
Source: Gallo, Carmine. Talk Like Ted.
Good content? Think TED Talks.
1.5m views a day – which is 17 new
views, every second, every day.

28. Posting updates

29. Where do you begin?
29
Creating a content calendar
What can we create?
(white papers, salary surveys)
What can we share?
(industry trends)
Who is responsible for what types of
content?
When are certain topics more
relevant?
Who will be responsible for following
up?

30. Download our Recruitment Video Playbook
30
On a tight budget?
Download the playbook here: http://linkd.in/1wUGSY3

31. 31
Test your updates

32. 32
In the last month, ALL of the top 50
most engaging updates on LinkedIn
included either images or videos.

33. A picture says a thousand words
33
Select your images

34. Right content, right time, right person
34
Define your target audience

35. What works?
5 status updates we love
35

36. Perfect content for active/semi-active candidates
36
Think about your audience

37. Humor, images, and an understanding of the market = a winner
37
Make people laugh

38. Great way to introduce the team with a strong image
38
Get personal

39. Link to articles – this gets 45% more engagement
39
Share articles and tips

40. Lead with statistics and images with numbers to help drive clicks
40
Make your updates stand out

41. Extend your reach

42. 42
Get in front of a broader audience
Your followers, fans, members,
and connections will see your
content.
They may spread this further
through social amplification if the
content is relevant and
engaging.
To reach a wider audience, or to
push your message out at scale
quickly, consider advertising.
Organic
Earned
Paid

43. 43
Sponsored Updates
Desktop click-through
rates on LinkedIn are
10x as high as
traditional display ads.
Content generates 6x
more engagement
than jobs.
One of the most targeted ad products on LinkedIn

44. How do they work?
44
Sponsored Updates

45. Views Actions Business
outcomes
1 2 3

46. Don’t forget to attend session 3
46
Build, Engage, Recruit Series
Recruit more effectively
Presented by Alex Rossberg
March 18th at 11:00am PT
Pass along to those who aren’t yet
registered for session 3 -
http://linkd.in/181MW5b

47. 5 things to do today
1. Check out your profile and those of your colleagues.
2. Determine your target audience - who are you trying to reach?
3. Start posting content to different audiences.
4. Reach outside of your existing followers.
5. Build awareness at scale, engage at scale, and convert at scale.