Follower Best Practice


Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Follower Best Practice

  1. 1. Follower Best Practice
  2. 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. 2
  3. 3. #STAFFING 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. 3
  4. 4. #STAFFING 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. 4
  5. 5. #STAFFING Why We Follow Companies 5 71% 68% 61% New Jobs News and Insight New Projects and Initiatives
  6. 6. #STAFFING 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. 6
  7. 7. #STAFFING 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. 7
  8. 8. #STAFFING Best Practice - Targeting 8 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
  9. 9. #STAFFING 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. 9
  10. 10. #STAFFING 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 10
  11. 11. #STAFFING The percentage engagement per post. Glossary 11 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.