At LinkedIn, we’re driven by one mission: to create economic opportunity for every member of the global workforce. To do this, we’re helping organizations big and small grow their professional community through their LinkedIn Page, leading to more revenue, more jobs, and more people #inittogether to change the world. Join us to learn about the newest Pages features (such as Communities Hashtags, Content Suggestions, and Invite to Follow) and our best tips for making the most of your Page. You’ll get actionable advice on how to complete your Page for 30% more page views, how to post content that drives 2x the engagement, and tried-and-true strategies for growing your followers.

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Before We Get Started

2. Driving Organic
Growth on
LinkedIn
Kylee Lessard
Product Marketing,
LinkedIn Pages
Julia Abelsky
Product Management,
LinkedIn Pages
Amanda Wood
Social Media Lead,
Hootsuite

3. Vision
Portfolio
Pages Best
Practices
1
2
3

4. Create economic opportunity
for every member of the
global workforce

5. Customer demand
Businessgrowth

6. $ $ $
$ $ $

7. The
right
audience
Retargeted
visitors
Demographic
segments
Audience
extension Job seekers
Employee
networks
Intent
signals
Saved sales
leads
High
quality
reach
at scale
40M
business
decision
makers
100M
Members
come back

8. Vision
Portfolio
Pages Best
Practices
1
2
3

9. Your foundation
in the world’s
professional
community

10. Complete
reimagination
Know and grow your
audience
Join the conversations
that matter most
Engage your people

11. Know and grow audiences with Content Suggestions

12. Join the right
conversations with
Communities
Hashtags

13. Engage your
employees
with in-
product
notifications

14. LinkedIn Pages
Know and Grow
Audiences
Join the Right
Conversations
Engage your
People
Join the Right
Conversations
Engage your
PeopleInformed Strategy
Accelerate growth with our portfolio of solutions
LinkedIn Advertising
Key Learnings
Your Foundation
Business GrowthBusiness Growth

15. Manage your
LinkedIn Page
with Hootsuite
@mention Pages in
LinkedIn posts
Schedule and publish
video
Audience targeting
Monitor activity and
engage with your
audience

16. Vision
Portfolio
Pages Best
Practices
1
2
3

17. Build a compelling presence through
your LinkedIn Page
LinkedIn Pages is your place in the
world’s professional community
●Complete your Page
●Publish & share content (at
least monthly)
●Attract followers (+150)

18. Companies with completed and active Pages
are more successful at achieving growth
objectives
You’ll need to add the following:
● Logo
● Industry
● Description
● Organization Type
● Location (city + country)
● Website URL (if you have
one)

19. Post Engaging
Content
When to Post
What to Post
How to Post

20. Define your growth objective(s) &
set SMART goals
LinkedIn Pages can support your
organization in so many ways
●Are you trying to build a network for social
selling? Establish yourself as a thought
leader? Recruit top talent in your field?
●A SMART goal is:
○Specific
○Measureable
○Attainable
○Realistic
○Time-Bound

21. Post Engaging
Content
When to Post

22. Pages that post daily get 2x
the member engagement
100M
Know & grow your audienceWhen to Post
To capture mindshare, organizations
should post daily, 1-2 times/ day.
Overtime, this will establish your brand
as a trusted voice.
of members visit
LinkedIn monthly.
1-2 times/day
Fortune 500
Executives from all
30%
Comments, likes
and shares are up
year-over year.
45%
About
Of LinkedIn
articles readers
are in upper-
level positions
(managers, VPs,
Directors, C-
level)
Companies are members
45%
Of all social media traffic to a
company’s homepage comes
from LinkedIn
40M
Are in
decision-
making
positions
61M
LinkedIn Users
are senior-
level
influencers
&

23. When to Post
Consider time of
day and publishing
volume
1)Consider posting
Monday - Friday
during 9-5pm
1)Test publishing
volume to maximize
engagement
1)Save time by
scheduling content

24. Post Engaging
Content
What to Post

25. Using Content Suggestions to Discover Trending Topics & Articles
Refine insights
by job function,
industry,
seniority, and
more.
See content
and topics your
followers/audien
ces are
engaging with,
across LinkedIn.
What to Post

26. What to Post
Leverage the voice
of your customers or
employees to
highlight the best of
your brand
Keep it authentic by re-sharing your best
customer testimonials or employee shout-
outs

27. What to Post
Include videos, custom images or
documents to bring your brand to life
DocumentsCustom ImagesVideo

28. What to Post
Coming soon,
brands can give
Kudos on
LinkedIn
Send a thank you
Recognize impact
Spotlight an
inspirational leader

29. What to Post
Quick tips for Video
1-3 minutes
Opening shot of video should be
compelling
Strong opening
Keep it short
Authentic, not overly-produced
content stands out in the feed
Keep it casual
Optimize for mobile audiences (with
volume on “mute”)
Add
captioning

30. Hootsuite posted a custom
video for their Social Trends
campaign, which netted:
150% more impressions vs.
traditional posts on LinkedIn
130% more engagement
when using a custom graphic
vs. a link preview in posts
Create your own rich media assets to stand out
What to PostWhat to Post

31. What to Post
Make it a two-sided conversation,
get creative, and ask questions!

32. What to Post
Test your messages & broaden
your content mix
1)Tone: Playful, serious, informative?
2)Copy length: Short or long-form?
3)Rich media: How do visuals support the messaging?
Try different messages
to see what approach
sticks. Play around
with...
1)Thought leadership from your executives
2)Company news and updates
3)Job postings and perks
Reach a broader
audience with more
content formats.
Consider the following...

33. Post Engaging
Content
How to Post

34. Include Community Hashtags with each post
Tell a stronger brand
story, by keeping
members up-to-date
on what matters most
to your brand
How to Post
Expand your
professional community
and grow followers by
clicking into the
hashtag feed and
joining in on
conversations with
members who may not
be currently following
your Page

35. Do it all
in one place
Collaborate
Schedule posts
How to Post
Securely manage multiple LinkedIn Pages and social profiles
in one place.
Easily share content (including video), engage your followers
and measure success from a single platform.
Save time by scheduling your LinkedIn content in Hootsuite.
Use Hootsuite to make life easier
Learn more about managing Your LinkedIn Page in Hootsuite
https://hootsuite.com/linkedin

36. Posting Tips Let’s Review!
What to Post How to PostWhen to Post
●Use Communities
Hashtags to track
member engagement
and join conversations
●Post and respond on the
go with Mobile Admin
●Use Hootsuite to make
scheduling easier
●Post daily, 1-2 times per
day, to establish a trust
cadence with your
audience
●Try posting Monday - Friday
between 9-5
●Test to figure out your sweet
spot
●Use Content Suggestions to
identify what’s top of mind
●Reshare @mentions from
employees & customers
●Include images or videos
●Create your own rich
media assets to stand out
●Make it a two-sided
conversation
●Test your messages &
broaden your content mix
Screenshot
this slide for
a handy
checklist

37. How to Grow
Followers

38. ONE TIME
Your Game Plan for Growing Followers...
How to Grow
Followers
Ask your employees to
update their LinkedIn
profile → this is newly
important!
Add the LinkedIn
“Follow” button to your
website
Invite your first-degree
profile connections to
follow your Page
DAILY
Link to your Page in all of
your marketing comms
Post daily to establish a
trusted voice
Reply to comments &
encourage further
discussion
Interact on your
Communities Hashtag
feeds
X1 WEEKLY
Review analytics weekly
to identify which content
performed best, and
where there are visitor
and follower opportunity
gaps
Ensure you are
publishing a broad
content mix to attract
new audiences
MONTHLY
Encourage your
employees to re-share
your content with
Employee Notifications
(coming soon)
Switch up your
Communities Hashtags
to reach new, relevant
audiences
Screenshot
this slide for
a handy
checklist

39. Measuring
Success

40. Measuring Success
Get comfortable with your Analytics tab
Track:
●Visitors: Traffic
●Followers:
‘Subscribers’
●Updates: Content
performance
Understand the
firmographic make-up
of your visitors &
followers (industry,
company size,
location, function,
etc.)
Track mobile vs.
desktop visitors
Toggle between
metrics (different per
tab)

41. Hootsuite tips for measuring success on LinkedIn
1) Use UTMs on all content
published to accurately
measure the success of
your content
2) Review content on a per
post level to analyze the
impact of each post
3) Pull an aggregate report so
you can easily see how well
a campaign is performing

42. Q&A