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Connect with Your Follower Base on LinkedInMillions of professionals have expressed interest inlearning more about companies by following them onLinkedIn. A company’s followers represent atremendously valuable pool of talent. In fact, over70% of these members are interested in learning moreabout job opportunities.Company Updates are a powerful and simple way toengage these followers and build lasting relationships.They’re also a great way to reach passive candidateswho want to stay connected, but may not be searchingfor your jobs proactively. Companies can post updatesright from their Company Page, which will appear inthe network update streams of every follower. Theseupdates go viral as members like, share and commenton them.Introducing Targeted Status UpdatesTargeted Status Updates allow companies to deliverrelevant content to a subset of their followers.Relevance is the key to engagement, particularlywhen it comes to passive candidates. With TargetedStatus Updates, you can speak directly to specificpools of talent with content that resonates with them.To help you get up and running quickly, here’s ourtop 10 tips list for driving success with TargetedStatus Updates.10 Tips for Engaging Followers withTargeted Status Updates1. Personalize your messages to your audienceDrive increased engagement by targeting your statusupdates to specific groups of your followers usingLinkedIn’s rich, up-to-date profile data.For example, you might want to let SoftwareEngineers know about exciting engineering projects,or invite followers in London to a local networkingevent. For your more general messages, include allof your followers for maximum reach. Also, includeemployees in your status updates. They’re your brandambassadors and will share to their networks,amplifying your message.LinkedInBest PracticesTargeted Status UpdatesHiring Solutions
Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation inthe United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.10-LCS-080-G 0612How to post a Targeted Update:• Navigate to the “Overview” tab of your LinkedInCompany Page.• Select “Targeted audience” under the “Share with:”prompt to select your audience.• Enter your update and attach links as needed.Note: You must be designated as a Company Page adminto post updates.Additional InformationTo request more information about LinkedIn’s RecruitingSolutions, visit http://talent.linkedin.com, or contact yourLinkedIn account representative.2. Vary your content and think long-termengagementBuilding relationships with passive candidates happensover time. Nurture your talent community by sharinginteresting content and insights about your company.Over 70% of followers are interested in job updates,but they also want to learn more about what yourcompany is like.• 60% of members are interested in industry insights• 53% are interested in company news3. Encourage your audience to participatePost status updates that encourage your followers tointeract with your updates. Interactions (e.g., likes,comments, and shares) drive the amplification of yourupdates to your followers’ connections to help extendyour reach.• Participate in the conversation with follow-upquestions or answers• Write updates that include clear calls to action(e.g., like, share, or “Tell us something”)• Ask questions to spark participation in thediscussion thread4. Keep it brief and interestingMake your posts succinct and meaningful. Spice upyour content with links, embedded images, or videosfrom YouTube, accompanied by a compelling textmessage that’s to the point.5. Time your status updatesTime the posting of your status updates duringbusiness hours for maximum reach. LinkedIn’s busiesthours are Monday-Friday, morning and midday.6. Post regularly and consistentlyPost as many status updates as your content supports.When targeting audiences, be sure to create updatesfor all different segments of your talent pool, andcontinue to post general updates to all of yourfollowers.7. Mix it upKeep testing the target, content, and strategy. Keepconversations fresh with different content typesincluding company news, event announcements, coolcompany projects, or high priority hiring needs.Certain content may resonate more with differenttargeting segments. Experiment to learn what works!8. Plan and organize the editorial executionThink about assigning multiple Company Page adminsto cover all your priority geographies and functionalareas. Create an editorial calendar so that eachadmin can organize their content and the timing ofstatus updates.9. Monitor, analyze, and refineMonitor and analyze individual status updateperformance and your follower analytics page tomeasure impact and refine your strategy. Pay attentionto the types of content, audiences, and frequency thatdrive the most interactions.10. Cross-promote your employment brandingassets to your followersDrive followers to your LinkedIn Career Page to learnmore about your employment brand and to see jobspersonalized to them. You can also promote LinkedInGroups or other social media pages. Followers join13X more groups than other members.