The document provides best practices for companies using LinkedIn to engage followers. It recommends that companies aim for a 80/20 split of content to job posts. Content receives six times more engagement than jobs. Companies should plan their monthly content in advance and target posts to the relevant audiences like by industry, function, or seniority level. Posts with questions, short text under 50 characters, links, and videos receive higher engagement. Companies should regularly share quality content and measure their follower growth and engagement rates.

1. Follower Best Practice

2. #STAFFING
Why Followers Matter
Over 2 billion updates are seen weekly across
LinkedIn.
70% of followers reached by a typical update
are reached within the first 48 hours of the post.
68% of members expect to see relevant and
insightful content on LinkedIn.
Content gets 6x more engagement than jobs.
33% of LinkedIn traffic comes from mobile
devices. Followers can be marketed to wherever
they are.
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Why Followers Matter
88% of members would follow a company.
71% of members will follow a company for jobs.
78% of company followers are more likely to
respond to an InMail.
Members will follow up to 6 companies on
average.
64% of followers would follow companies
indefinitely.
Followers are 2.5x more likely to recommend
your business.
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The 80:20 Content Job Split
88% of members would follow a company. The
average member is likely to follow up to 6
companies. You need to make sure that you one of
those 6. Most followers will follow a company
indefinitely. Unless they are put off by something.
The majority of members are interested in jobs from
your company. This doesn’t mean that you can just
post jobs and expect people to keep listening.
Don’t forget that content will receive 6 times more
engagement than jobs. Engagement will increase
your brand’s reach through social amplification.
With 80% of LinkedIn being passive and not
actively seeking new opportunities it is essential that
you share relevant content in equal proportions. Aim
for 80% content and insight with 20% job
content.
Nothing is more off putting than irrelevant jobs so
make sure that when pushing out jobs that you are
targeting this status updates so that they only appear
on relevant peoples’ pages.
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Why We Follow Companies
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71%
68%
61%
New Jobs
News and Insight
New Projects
and Initiatives

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Best Practice - Planning
1. Look at the page visitor insights
and follower data. Make sure you content is
relevant to these people.
2. Divide your clients and candidates into different
buckets. Establish what percentage each
audience makes up. Share content in
volumes that represent their market places.
3. Plan your content for the coming month so you
know what you will post, when it will go out
and who is responsible for it.
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Best Practice - Targeting
Always target a minimum of 100 members
If you have under 5,000 followers focus on 1
target filter.
If you have between 5,000 and 50,000
followers focus on 2 target filters.
With more than 50,000 followers you can start
to add in multiple filters.
Start by filtering Function or
Geography.
Move to filtering by Seniority or Industry.
Mix it up, and find out what followers are your
biggest brand ambassadors.
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Best Practice - Targeting
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Break down your content so that you can share it to
relevant audiences.
Candidate
Candidate
and Client
Client
Industry A Industry B
On LinkedIn you can target status updates by
Industry, Function, Seniority, Company Size and
Geography.
e.g. Sales
Executive
e.g. HR
e.g. Sales
Manager or VP
of Sales

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Best Practice - Content
Short and sweet. 50 characters or less drives
28% more engagement.
Include links. Status updates with links get 45%
more engagement.
“Best of” and “Top 10” lists are in. They
will increase amplification by about 40%.
Ask questions. Want 50% more comments?
Then ask a question. Get it?
Video content will get 100% more engagement.
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Measure how your amplifications increases.
Aim for engagement to be between 1 - 1.5%.
Watch how your followers increase.
Roughly 33% of your impressions should come
from non-followers through amplification.
Post regularly. Unless you are posting
several updates a week you won’t reach all of your
audience.
Share good quality content. Feel proud of what
you are doing on LinkedIn.
What Good Looks Like
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The percentage
engagement
per post.
Glossary
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Shows if the
update has been
targeted or
sent out to all
followers.
Impressions:How many
people have seen your message.
This will be:
 in their news feed because
they are a follower,
 because one of their
connections has Liked,
Shared, Commented on
the your update,
 because they have visited
your Company Page
Interactions:
the number of social
actions performed.
This will include Likes,
Comments and
Shares.