LinkedIn for Business


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LinkedIn for Business - Your guide to getting started
Transforming the #1way companies hire, market and sell

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LinkedIn for Business

  1. 1. for BusinessYour guide to getting started
  2. 2. Table of contentsIntroduction0301 0306 Why choose LinkedIn? 34Hire: let the talent economypropel your businessGetting started begins with you 0914Market: build relationships withthe world’s professionals04 2002 Sell: engage the world’sdecision makers05 28LinkedIn for Business | 2
  3. 3. 01Transforming theway companies hire,market and sellThe world of work has changed.The Internet has transformed how peoplecommunicate, consume information and buildrelationships.As a result of this global phenomenon, the way theworld works is fundamentally changing:decisions in order to perform in this acceleratedonline networking platforms.professionals consume and share content.The future of work is in these networks.McKinsey Global Instituteestimates suggest that by fullyimplementing social technologies,interaction workers—high-skillknowledge workers, includingmanagers and professionals—by20 to 25 per cent.20% to 25%through social technologies LinkedIn for Business | 3
  4. 4. 01Enter LinkedInThere is now a single, global community ofprofessionals from which a wealth of newdata emerges. LinkedIn is the world’s largestprofessional network on the Internet with moreand territories, growing at a rate of about twonew members per second. As you read this,millions of professionals are adding informationto their profiles, sharing important insights andconnecting with each other on LinkedIn.LinkedIn has accomplished this as a result of theconvergence of two key factors:1. A scalable infrastructure that connects hundreds ofmillions of people in milliseconds.2. The increasing importance of online professionalinformation and finding the right experts can transformnot only their careers, but also the trajectory of theircompanies. And that’s where LinkedIn is focused:fundamentally transforming the way the world works.LinkedIn for Business | 4
  5. 5. 01Companies that engage on LinkedIn driverelationships and superior results.2xmore likely topurchase andrecommend1CompanyFollowers4xTwitter andFacebook2B2BConversions50%more likely topurchase froma companythey engagewith onLinkedIn3CompanyPresenceRelationships countRelationships matter. They matter online andoffline. For companies, relationships mean moreFor years, LinkedIn has helped professionalsforge mutually beneficial relationships with otherprofessionals – thereby enabling them to buildnew business opportunities.Your employees are some of your organization’sinformation and news to employees, companiescan reduce the friction inherent in traditionalcommunication channels and subsequentlyincrease the likelihood that the right messages areshared with the right audiences at the right time.LinkedIn for Business | 5
  6. 6. 01Relationships matter,so does contextprofessional or entertainment.information that will help them work smarter andmake better decisions.on networking and searching for new opportunities.happiness, goals and security.On a professional network, members buildknowledge to strengthen their identity, makingthem more purposeful and goal oriented in theircareers. In this context, people actually expect tocompanies and brands that they want to work foror do business with. In fact, they’re 26 percentmore likely to want to hear from a company in ain LinkedIn than in othernetworks12xof users keep theirprofessional and personalnetworks separate83%LinkedIn reached 225M members in 2013 and isadding approximately 6M new members per monthLinkedIn for Business | 6
  7. 7. 01We’re on a Mission“To connect the world’sprofessionals to makethem more productiveand successful.”an online identity, share insights and be accessibleWhat does this mean for your business?LinkedIn for Business | 7
  8. 8. 01The functions of hiring, marketing and selling arecrucial to the success of any enterprise, large orsmall.Whether it’s finding the right talent, securing awarm introduction to a target customer, engagingthe right professional with the right brand messageor closing the sale, the needs are the same. YouIdentify the right person.Engage them with content that is compelling.Spur them to action.LinkedIn is not only fundamentally changing howcompanies find talent, but also how they marketmillions of professionals, and the graph of howthey’re connected to each other, is a criticalHireMarketEngage the world’s decision makersSellLinkedIn for Business | 8
  9. 9. Getting started begins with you02
  10. 10. 02LinkedIn countsFortune 500 companiesas membersYour employees arebrand ambassadorsincreasingly using and relying on LinkedIn. Youryou with significant opportunities to showcase yourbrand with potential candidates and customers.Your employees are conduits who can help yournews and information to the right audiences.Each time an employee changes their profile orshares an update, members of their network arebrand messages out to key decision makers andprospects.create or complete your own LinkedIn profile.This sets the stage for your company’s talentambassadors to engage on LinkedIn, where theycan showcase your company, products, and brand.LinkedIn for Business | 10
  11. 11. 02A complete LinkedInprofile establishesyour professionalbrand onlineToday finding the right people, locating the rightincreasingly occurs online. As the world’s mostpowerful professional network, LinkedIn is ainsightsqualifications and credentialswith your internal and external business contactsAs a valuable professional resource, LinkedIn:LinkedIn for Business | 11
  12. 12. 02Building a strongnetworkQuality is more important than quantity. Yournetwork is an important part of your professionalconnections will yield better results than a broad,but shallow network of unrelated connections ordistant acquaintances. Keep your network usefuland meaningful by connecting with people youknow and trust.It’s important to establish rapport with customersand prospects before sending them connectionrequests. Rapport helps frame your connectionrequests as natural relationship building ratherthan a sales tactic.on LinkedIn. What is the extent or reach of theiryour employees sharing their business insights?Who are they connected to?your organizationConnected employees:LinkedIn for Business | 12
  13. 13. 02leadership andamplify youryour network and extending your company’sreach. Ensuring your employees keep theirimportant, but so is the content they share sinceengagement with their professional network,Encourage your employees to talk about excitingchanges in your business, to share industrysponsor, or attend.Fostering a sense of community through yourGroups makes strategic business sense. LinkedInemployees to connect with peers, collaborate withother professionals, and engage potential customers.Fostering a sense of communityLinkedIn for Business | 13
  14. 14. Hire: let the talent economypropel your business03
  15. 15. 03Engage the world’sbest talentMillions of skilled professionals are on LinkedIncandidates are too busy changing the world withintheir current positions, so engaging with these topprofessionals requires a different approach.LinkedIn can help your recruiting team find andretain the best talent by matching the right personwith the right opportunity. LinkedIn empowersorganizations like yours to do more with less byunlocking the world’s largest professional networkroles and to help you build a trusted talent brand.There’s no better way to find quality candidatesreal time access to powerful data, analytic andreporting tools to better understand how youcompare to your competitors in your recruitingefforts.“It’s not until someone taps a happilyemployed top performer on the shoulderwith a stronger opportunity that they lifttheir head up from what they’re doing on aday-to-day basis and consider a change.”Jim SchnyderLinkedIn for Business | 15
  16. 16. 03Talent is essential toorganizational successfor new opportunities.With the most powerful searchRecruiter, you can expand searchesbeyond your personal connections toaccess the entire LinkedIn network.with powerful filters that helpyou immediately zero in on idealcandidates.Expand your reach– LinkedIn’s trusted messagingwith InMail message templates andone-to-many InMails. Get higherresponse rates than cold calling andemail.Contact anyoneBuild, track, and manage talent youwant to hire now or in the future withfolders, reminders and smart to doshared projects, searches, profiles,and candidate notes.Manage your pipelineLinkedIn for Business | 16
  17. 17. 03to best-fit candidatesHelp your HR team say goodbye to post and praycandidate searches. Imagine if your job postingscould do your sourcing for you - with LinkedIn, theycan!openings online – helping you put the right positionsin front of only the right candidates.the world’s largest pool of professional talent.workforce.represent a whole new talent pool. LinkedIn lets youLinkedIn profile lets you see their job experience,skills and career goals.Let your jobs find the best candidatesEighty percent of professionals are open tohomepage, an employee profile, or yourcareers tab. Automatically target the mostalgorithms and profile data.Get top billing for high-priority jobsroles with a Sponsored Jobs placement. Bidfor premium placement of your roles and onlyReach the best candidates anywherewebsites and enjoy the same, exact targetingability you enjoy on LinkedIn with Jobs ForYou Web Ads.LinkedIn for Business | 17
  18. 18. 03that appeals to topcandidatesestablish why your company is the best place to work.for the best and brightest minds on the planet. In thisera of increasing transparency, your talent brand is nolonger just about recruiting.on more than the quality of your products andThese qualities, while historically falling underfold, while also putting HR at the center of buildingyour brand. This is where LinkedIn can help you craftyour approach.Show offemployee testimonials, and more. Keepcandidates in the loop by encouraging themto “follow” your company on LinkedIn.Customize your messagemessaging, based on their LinkedIn profiles.audiences.Showcase your most relevant jobs“A strong employment brand reduces cost perhire by up to 50 percent.”Source (slide 4): for Business | 18
  19. 19. 0340,000 new followers. They saw a 100 percent increaseits competitors. Today, Standard’s Talent Brand Indexscore is up 24 percent – the highest in Asia.been credited as the number one external source forfact, employee referral is the number one source of107,000+ employees for talent branding.talent far beyond the candidates in their database.their reputation, L’Oreal also hired the right peoplefaster by reaching out to them directly.LinkedIn has helped Banco Itau completely transformthe way they search and recruit new employees.One of Brazil’s largest banks, Banco Itau, has usedLinkedIn to reduce time to hire, cut agency costs, andinternalize their recruiting function while buildingmarket intelligence and gaining credibility with hiringmanagers.LinkedIn for Business | 19
  20. 20. Market: build relationships withthe world’s professionals04
  21. 21. 04relationshipsLinkedIn builds relationships between brands andthe world’s professionals to make them both moresuccessful.From all across today’s increasingly connecteddigital landscape, LinkedIn has earned thegenuine trust of global professionals. Your brandgenerating awareness, building community,That’s because your campaigns will resonate moreif they’re targeted to specific professionals withpublished in the professional context. And you canextend through the social sharing that happensnaturally on LinkedIn, and extend authenticLinkedIn data to your branded channel.Brands build relationships by using LinkedIn totarget, publish, and extend:Target with accuracy to reach a high qualityaudience1in a professional context2Extend through social sharing and extend qualitytraffic and data to a brand’s sites3LinkedIn for Business | 21
  22. 22. 04targeting to reach ahigh quality audienceaccurate targeting is the foundation of the LinkedInsocial platform.With LinkedIn Marketing Solutions, you can targetour full suite of products to a global population of themost influential, educated, and affluent on the web.LinkedIn enables companies like yours to engage withprofessionals in unprecedented ways – by seniority,functional area, type of company, size of company,geography, as well as who they know in their network,LinkedIn’s targeting is accurate because it draws fromby our 225 million members.In this way, LinkedIn Marketing Solutions helps brandmarketers capture “the personal in the professional”within the most affluent, influential, and educatedaudience on the social web.median household incomeof a LinkedIn member1$83Kbusiness decision makers25Mthe other top 5 social media sites32xa college or graduate degree452%LinkedIn’s premium audience at a glance:LinkedIn for Business | 22
  23. 23. 04We know that content marketing is an important wayfor brands to engage with professional audiences.the people and brands they trust. But what does thatreally mean for your business?Simply stated, content marketing comes downimportant to your customers and prospects.But not all audiences are created equal. With ourseeking content in a professional context, LinkedInSharing among a high quality professional audiencethan 1.3 million publishers connected to LinkedIn.Our members then share this compelling contentthrough the network.We help brands and organizations like yours toyour audience. Marketers use our data and contentmarketing solutions to publish tailored content andAnd they enhance the relationship building with acombination of paid and organic solutions.marketers at B2B andin some form of contentmarketing now.185%LinkedIn for Business | 23
  24. 24. 04Establish acompany presenceAs you build relationships with professionals, ayour company’s home on LinkedIn.millions of professionals. It’s the one, centralizedsource for millions of LinkedIn members will stayin the loop on your company news, productsopportunities.Spread the wordYour team can easily post status updates, stay top of mindand promote career opportunities through your LinkedInStatus updates empower you to engage directly withexisting customers and prospects. Spread the wordaround a hot topic in your industry or share anCustomer recommendationsdoing business with you.Career opportunities can be showcased, along withcompany’s culture.Build meaningful relationshipsyour page, and create new leads and customers.LinkedIn for Business | 24
  25. 25. 04Extend engagementon and off LinkedinBrands on LinkedIn don’t simply tell their storiesand brand exposure across the world’s largestprofessional network.designed for social engagement. Once publishedexperiences work to reach specific audiencescontinually endorsed and socialized from brandYou can also extend the quality traffic of LinkedInprofessionals to your own branded sites.LinkedIn ensures the flow of influential, affluentand educated professionals to your otherexperiences that allow members to sign in to anapp using their LinkedIn login. This enables you totailor their experience and it simplifies the need forthem to enter additional data.LikeCommentShareLinkedIn for Business | 25
  26. 26. 04Analyze and refineSuccess depends on your ability to measureperformance and optimize efforts. LinkedIn’sanalytics tools empower your organization to doto strengthen your relationships.Take note: what content drives conversation?For example, the best way to increase content engagementand amplification is to experiment with different kindsof content. Once you understand what works, you caneasily refine your approach. You gain access to statistics(engagement rate, impressions, likes, shares and comments)below each status update 24 hours after each post.Measuring engagementengagement rate – the ratio of clicks, likes, comments, andshares to total update impressions. This is an importantmetric for understanding how often members take actionon your updates. If you include a link in an update, be This way you can keep track of total click-throughs.Measuring amplificationAs you post updates, you can see which subjects andWith insights into engagement, you understand howoften members are amplifying your content. For example,might tell you that many of your followers are interested inLinkedIn for Business | 26
  27. 27. 04campaign on LinkedIn to buildrelationships with early adopters andinfluencers with a passion for consumerits most desired audiences, acquiring165,000 new followers and boostingword-of-mouth for its latest products.follow Samsung Mobile only on LinkedInand not on other social platforms.makers who are highly engaged andinformed with new brand messages,reaches precise audiences in 15 targetmarkets and their followers are 2.5xprofessional women the best curatedoriginal content as well as resourceson topics that matter most to them.about business and financial topicsIt attracted 43,000 highly engagedmonths with 30-50 percent returningother LinkedIn Group.LinkedIn for Business | 27
  28. 28. Sell: engage the world’sdecision makers05
  29. 29. 05A new generationof sales successLinkedIn helps companies increase sales throughrelationships and insights. It empowers salesprofessionals to find the right person, the bestpath in, and the right thing to say.A typical sales team gets up to 30% of its leadsreps need to fill their own pipeline with high-quality prospects.capabilities, enabling sales professionals tofind the best and most efficient path to higherquality prospects. By instantly and automaticallybroadening a sales professional’s network toincrease the number of reachable prospectsexponentially.information allows reps to know more about prospectsbefore reaching out.What do I say?LinkedIn’s TeamLink helps sales teams find decisionreach higher quality prospects more quickly.How do I get in?the right prospect.Who’s the right person?LinkedIn for Business | 29
  30. 30. 05Identify and engagethe best prospectsFinding the right person is half the battle, andLinkedIn streamlines that process to make salesprofessionals with a fast and easy way to identifypeople simultaneously cast a wide net andpinpoint the right person to talk to.In addition to searching, sales professionals canidentify new prospects. These insights aboutdiscussion with a potential customer.LinkedIn members arepurchasing decision-makers7.9M3.9MLinkedIn is fundamentally transformingthe way the world works and the waycompanies do business. The stats speakLinkedIn for Business | 30
  31. 31. 05Sales is a team sportpowerful team sport. Through LinkedIn, a salesnetworks can help teams reach new people andopen new doors.hidden connections to find the best path tohigher quality prospects more quickly. By instantlybroadening a sales professional’s network toexponentially increase the number of reachableteam, helping you focus on the best prospects.“The best reps are not just present insocial media, they position themselves asnetworks.”Sales Executive Council“The B2B social buyer relies on socialmedia and online communities during thepurchase process.”ITSMA“Effective use of sales intelligenceincreases revenue productivity per salesrep by 17%.”CSO InsightsLinkedIn for Business | 31
  32. 32. 05Scalable socialsellingday for prospecting and networking, but onlyscalable social selling programs. With enterpriseprogram across their company with confidence.coaching opportunities.InsightsSell with social sales intelligenceDiscoveryEngagementGet in touch with decision makersEverywhereLinkedIn for Business | 32
  33. 33. 05With 400 employeesworldwide, Eloquahas grown steadily since it wasinsights that inform marketing andby 25% and reduced cycle times byexceeding their quotas.“LinkedIn Sales Navigator is thebest tool that our sales team hasfor our social and target accountselling initiative.”Dennis Dresserits new customeraccurate information about prospectsand shorten sales cycle times.LinkedIn’s TeamLink also enablesthem to expand the power of salesteam connections and helped raisefrom 20% to 50%.“LinkedIn Sales Navigator hasenabled our sales organization toconduct prospecting faster andmore precisely. The net result is ahigher quality pipeline, which helpsus capture a greater share of ourmarketplace.”Eric MarcyThe industrystandard for legal,needed to forge deeper connectionswith key decision makers andenhance prospecting and leadqualification. They selected LinkedInlead qualification, profiling, andintegration between LinkedIn andSalesforce enhances their salestime access to companies, profiles,“More than 80 per cent of ourreps found important LinkedIninformation that they would nothave known otherwise because ofLinkedIn’s seamless integrationwith Salesforce.”Bob DeSantisLinkedIn for Business | 33
  34. 34. Why choose LinkedIn?06
  35. 35. 06market and sellLinkedIn has already fundamentally changed how companies find talent. As the threemillions of professional profiles and the graph of how they are connected to each otherwill be a critical tool that helps companies succeed at all of them.Get started today at for Business | 35
  36. 36. List all jobs on LinkedIn to maximize strong talent brandMaximize recruiters using LinkedIn to find and engageHire06A checklist to get you started todayBrand, connect and engage your employee’s profilesyour community (see the company page guide book)Build your presenceAmplifyMarketEncourage sales reps to continue to grow theirprofessional network and build their professional brandGather and contribute insightsSellLinkedIn for Business | 36
  37. 37. 06Want more?Top tips to establish a rock star profile.,which includes 5 Steps to engaging followers.Sales solutions information.http://sales.linkedin.comEmployer Brandfor the 5 steps to crafting a highlysocial talent brand.10tips.htmlLinkedIn for Business | 37
  38. 38. So, that’s it! Ready to get started? Great!Go to to beginyour journey today.And remember – we’re always here to help!