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LinkedIn for Business

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Using LinkedIn For Business
Using LinkedIn For Business
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LinkedIn for Business

  1. 1. for Business Your guide to getting started
  2. 2. Table of contents Introduction 03 01 03 06 Why choose LinkedIn? 34 Hire: let the talent economy propel your business Getting started begins with you 09 14 Market: build relationships with the world’s professionals04 20 02 Sell: engage the world’s decision makers05 28 LinkedIn for Business | 2
  3. 3. 01Transforming the way companies hire, market and sell The world of work has changed. The Internet has transformed how people communicate, consume information and build relationships. As a result of this global phenomenon, the way the world works is fundamentally changing: decisions in order to perform in this accelerated online networking platforms. professionals consume and share content. The future of work is in these networks. McKinsey Global Institute estimates suggest that by fully implementing social technologies, interaction workers—high-skill knowledge workers, including managers and professionals—by 20 to 25 per cent. 20% to 25% through social technologies LinkedIn for Business | 3
  4. 4. 01 Enter LinkedIn There is now a single, global community of professionals from which a wealth of new data emerges. LinkedIn is the world’s largest professional network on the Internet with more and territories, growing at a rate of about two new members per second. As you read this, millions of professionals are adding information to their profiles, sharing important insights and connecting with each other on LinkedIn. LinkedIn has accomplished this as a result of the convergence of two key factors: 1. A scalable infrastructure that connects hundreds of millions of people in milliseconds. 2. The increasing importance of online professional information and finding the right experts can transform not only their careers, but also the trajectory of their companies. And that’s where LinkedIn is focused: fundamentally transforming the way the world works. LinkedIn for Business | 4
  5. 5. 01 Companies that engage on LinkedIn drive relationships and superior results. 2x more likely to purchase and recommend1 Company Followers 4x Twitter and Facebook2 B2B Conversions 50% more likely to purchase from a company they engage with on LinkedIn3 Company Presence Relationships count Relationships matter. They matter online and offline. For companies, relationships mean more For years, LinkedIn has helped professionals forge mutually beneficial relationships with other professionals – thereby enabling them to build new business opportunities. Your employees are some of your organization’s information and news to employees, companies can reduce the friction inherent in traditional communication channels and subsequently increase the likelihood that the right messages are shared with the right audiences at the right time. LinkedIn for Business | 5
  6. 6. 01Relationships matter, so does context professional network. games or entertainment. information that will help them work smarter and make better decisions. on networking and searching for new opportunities. happiness, goals and security. On a professional network, members build knowledge to strengthen their identity, making them more purposeful and goal oriented in their careers. In this context, people actually expect to companies and brands that they want to work for or do business with. In fact, they’re 26 percent more likely to want to hear from a company in a in LinkedIn than in other networks1 2x of users keep their professional and personal networks separate 83% LinkedIn reached 225M members in 2013 and is adding approximately 6M new members per month LinkedIn for Business | 6
  7. 7. 01 We’re on a Mission “To connect the world’s professionals to make them more productive and successful.” an online identity, share insights and be accessible What does this mean for your business? LinkedIn for Business | 7
  8. 8. 01 The functions of hiring, marketing and selling are crucial to the success of any enterprise, large or small. Whether it’s finding the right talent, securing a warm introduction to a target customer, engaging the right professional with the right brand message or closing the sale, the needs are the same. You Identify the right person. Engage them with content that is compelling. Spur them to action. LinkedIn is not only fundamentally changing how companies find talent, but also how they market millions of professionals, and the graph of how they’re connected to each other, is a critical Hire Market Engage the world’s decision makers Sell LinkedIn for Business | 8
  9. 9. Getting started begins with you 02
  10. 10. 02 LinkedIn counts Fortune 500 companies as members Your employees are brand ambassadors increasingly using and relying on LinkedIn. Your you with significant opportunities to showcase your brand with potential candidates and customers. Your employees are conduits who can help your news and information to the right audiences. Each time an employee changes their profile or shares an update, members of their network are brand messages out to key decision makers and prospects. create or complete your own LinkedIn profile. This sets the stage for your company’s talent ambassadors to engage on LinkedIn, where they can showcase your company, products, and brand. LinkedIn for Business | 10
  11. 11. 02 A complete LinkedIn profile establishes your professional brand online Today finding the right people, locating the right increasingly occurs online. As the world’s most powerful professional network, LinkedIn is a insights qualifications and credentials with your internal and external business contacts As a valuable professional resource, LinkedIn: LinkedIn for Business | 11
  12. 12. 02 Building a strong network Quality is more important than quantity. Your network is an important part of your professional connections will yield better results than a broad, but shallow network of unrelated connections or distant acquaintances. Keep your network useful and meaningful by connecting with people you know and trust. It’s important to establish rapport with customers and prospects before sending them connection requests. Rapport helps frame your connection requests as natural relationship building rather than a sales tactic. on LinkedIn. What is the extent or reach of their your employees sharing their business insights? Who are they connected to? your organization Connected employees: LinkedIn for Business | 12
  13. 13. 02 leadership and amplify your your network and extending your company’s reach. Ensuring your employees keep their important, but so is the content they share since engagement with their professional network, Encourage your employees to talk about exciting changes in your business, to share industry sponsor, or attend. Fostering a sense of community through your Groups makes strategic business sense. LinkedIn employees to connect with peers, collaborate with other professionals, and engage potential customers. Fostering a sense of community LinkedIn for Business | 13
  14. 14. Hire: let the talent economy propel your business 03
  15. 15. 03 Engage the world’s best talent Millions of skilled professionals are on LinkedIn candidates are too busy changing the world within their current positions, so engaging with these top professionals requires a different approach. LinkedIn can help your recruiting team find and retain the best talent by matching the right person with the right opportunity. LinkedIn empowers organizations like yours to do more with less by unlocking the world’s largest professional network roles and to help you build a trusted talent brand. There’s no better way to find quality candidates real time access to powerful data, analytic and reporting tools to better understand how you compare to your competitors in your recruiting efforts. “It’s not until someone taps a happily employed top performer on the shoulder with a stronger opportunity that they lift their head up from what they’re doing on a day-to-day basis and consider a change.” Jim Schnyder LinkedIn for Business | 15
  16. 16. 03 Talent is essential to organizational success for new opportunities. With the most powerful search Recruiter, you can expand searches beyond your personal connections to access the entire LinkedIn network. with powerful filters that help you immediately zero in on ideal candidates. Expand your reach – LinkedIn’s trusted messaging with InMail message templates and one-to-many InMails. Get higher response rates than cold calling and email. Contact anyone Build, track, and manage talent you want to hire now or in the future with folders, reminders and smart to do shared projects, searches, profiles, and candidate notes. Manage your pipeline LinkedIn for Business | 16
  17. 17. 03 to best-fit candidates Help your HR team say goodbye to post and pray candidate searches. Imagine if your job postings could do your sourcing for you - with LinkedIn, they can! openings online – helping you put the right positions in front of only the right candidates. the world’s largest pool of professional talent. workforce. represent a whole new talent pool. LinkedIn lets you LinkedIn profile lets you see their job experience, skills and career goals. Let your jobs find the best candidates Eighty percent of professionals are open to homepage, an employee profile, or your careers tab. Automatically target the most algorithms and profile data. Get top billing for high-priority jobs roles with a Sponsored Jobs placement. Bid for premium placement of your roles and only Reach the best candidates anywhere websites and enjoy the same, exact targeting ability you enjoy on LinkedIn with Jobs For You Web Ads. LinkedIn for Business | 17
  18. 18. 03 that appeals to top candidates establish why your company is the best place to work. for the best and brightest minds on the planet. In this era of increasing transparency, your talent brand is no longer just about recruiting. on more than the quality of your products and These qualities, while historically falling under fold, while also putting HR at the center of building your brand. This is where LinkedIn can help you craft your approach. Show off employee testimonials, and more. Keep candidates in the loop by encouraging them to “follow” your company on LinkedIn. Customize your message messaging, based on their LinkedIn profiles. audiences. Showcase your most relevant jobs “A strong employment brand reduces cost per hire by up to 50 percent.” Source (slide 4): LinkedIn for Business | 18
  19. 19. 03 40,000 new followers. They saw a 100 percent increase its competitors. Today, Standard’s Talent Brand Index score is up 24 percent – the highest in Asia. been credited as the number one external source for fact, employee referral is the number one source of 107,000+ employees for talent branding. talent far beyond the candidates in their database. their reputation, L’Oreal also hired the right people faster by reaching out to them directly. LinkedIn has helped Banco Itau completely transform the way they search and recruit new employees. One of Brazil’s largest banks, Banco Itau, has used LinkedIn to reduce time to hire, cut agency costs, and internalize their recruiting function while building market intelligence and gaining credibility with hiring managers. LinkedIn for Business | 19
  20. 20. Market: build relationships with the world’s professionals 04
  21. 21. 04 relationships LinkedIn builds relationships between brands and the world’s professionals to make them both more successful. From all across today’s increasingly connected digital landscape, LinkedIn has earned the genuine trust of global professionals. Your brand generating awareness, building community, That’s because your campaigns will resonate more if they’re targeted to specific professionals with published in the professional context. And you can extend through the social sharing that happens naturally on LinkedIn, and extend authentic LinkedIn data to your branded channel. Brands build relationships by using LinkedIn to target, publish, and extend: Target with accuracy to reach a high quality audience1 in a professional context2 Extend through social sharing and extend quality traffic and data to a brand’s sites3 LinkedIn for Business | 21
  22. 22. 04 targeting to reach a high quality audience accurate targeting is the foundation of the LinkedIn social platform. With LinkedIn Marketing Solutions, you can target our full suite of products to a global population of the most influential, educated, and affluent on the web. LinkedIn enables companies like yours to engage with professionals 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 from by our 225 million members. In this way, LinkedIn Marketing Solutions helps brand marketers capture “the personal in the professional” within the most affluent, influential, and educated audience on the social web. median household income of a LinkedIn member1 $83K business decision makers 2 5M the other top 5 social media sites3 2x a college or graduate degree4 52% LinkedIn’s premium audience at a glance: LinkedIn for Business | 22
  23. 23. 04 We know that content marketing is an important way for brands to engage with professional audiences. the people and brands they trust. But what does that really mean for your business? Simply stated, content marketing comes down important to your customers and prospects. But not all audiences are created equal. With our seeking content in a professional context, LinkedIn Sharing among a high quality professional audience than 1.3 million publishers connected to LinkedIn. Our members then share this compelling content through the network. We help brands and organizations like yours to your audience. Marketers use our data and content marketing solutions to publish tailored content and And they enhance the relationship building with a combination of paid and organic solutions. marketers at B2B and in some form of content marketing now.1 85% LinkedIn for Business | 23
  24. 24. 04 Establish a company presence As you build relationships with professionals, a your company’s home on LinkedIn. millions of professionals. It’s the one, centralized source for millions of LinkedIn members will stay in the loop on your company news, products opportunities. Spread the word Your team can easily post status updates, stay top of mind and promote career opportunities through your LinkedIn Status updates empower you to engage directly with existing customers and prospects. Spread the word around a hot topic in your industry or share an Customer recommendations doing business with you. Career opportunities can be showcased, along with company’s culture. Build meaningful relationships your page, and create new leads and customers. LinkedIn for Business | 24
  25. 25. 04Extend engagement on and off Linkedin Brands on LinkedIn don’t simply tell their stories and brand exposure across the world’s largest professional network. designed for social engagement. Once published experiences work to reach specific audiences continually endorsed and socialized from brand You can also extend the quality traffic of LinkedIn professionals to your own branded sites. LinkedIn ensures the flow of influential, affluent and educated professionals to your other experiences that allow members to sign in to an app using their LinkedIn login. This enables you to tailor their experience and it simplifies the need for them to enter additional data. Like Comment Share LinkedIn for Business | 25
  26. 26. 04 Analyze and refine Success depends on your ability to measure performance and optimize efforts. LinkedIn’s analytics tools empower your organization to do to strengthen your relationships. Take note: what content drives conversation? For example, the best way to increase content engagement and amplification is to experiment with different kinds of content. Once you understand what works, you can easily 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 engagement engagement rate – the ratio of clicks, likes, comments, and shares to total update impressions. This is an important metric for understanding how often members take action on your updates. If you include a link in an update, be sure This way you can keep track of total click-throughs. Measuring amplification As you post updates, you can see which subjects and With insights into engagement, you understand how often members are amplifying your content. For example, might tell you that many of your followers are interested in LinkedIn for Business | 26
  27. 27. 04 campaign on LinkedIn to build relationships with early adopters and influencers with a passion for consumer its most desired audiences, acquiring 165,000 new followers and boosting word-of-mouth for its latest products. follow Samsung Mobile only on LinkedIn and not on other social platforms. makers who are highly engaged and informed with new brand messages, reaches precise audiences in 15 target markets and their followers are 2.5x professional women the best curated original content as well as resources on topics that matter most to them. about business and financial topics It attracted 43,000 highly engaged months with 30-50 percent returning other LinkedIn Group. LinkedIn for Business | 27
  28. 28. Sell: engage the world’s decision makers 05
  29. 29. 05 A new generation of sales success LinkedIn helps companies increase sales through relationships and insights. It empowers sales professionals to find the right person, the best path in, and the right thing to say. A typical sales team gets up to 30% of its leads reps need to fill their own pipeline with high- quality prospects. capabilities, enabling sales professionals to find the best and most efficient path to higher quality prospects. By instantly and automatically broadening a sales professional’s network to increase the number of reachable prospects exponentially. information allows reps to know more about prospects before reaching out. What do I say? LinkedIn’s TeamLink helps sales teams find decision reach higher quality prospects more quickly. How do I get in? the right prospect. Who’s the right person? LinkedIn for Business | 29
  30. 30. 05 Identify and engage the best prospects Finding the right person is half the battle, and LinkedIn streamlines that process to make sales professionals with a fast and easy way to identify people simultaneously cast a wide net and pinpoint the right person to talk to. In addition to searching, sales professionals can identify new prospects. These insights about discussion with a potential customer. LinkedIn members are purchasing decision-makers 7.9M 3.9M LinkedIn is fundamentally transforming the way the world works and the way companies do business. The stats speak LinkedIn for Business | 30
  31. 31. 05 Sales is a team sport powerful team sport. Through LinkedIn, a sales networks can help teams reach new people and open new doors. hidden connections to find the best path to higher quality prospects more quickly. By instantly broadening a sales professional’s network to exponentially increase the number of reachable team, helping you focus on the best prospects. “The best reps are not just present in social media, they position themselves as networks.” Sales Executive Council “The B2B social buyer relies on social media and online communities during the purchase process.” ITSMA “Effective use of sales intelligence increases revenue productivity per sales rep by 17%.” CSO Insights LinkedIn for Business | 31
  32. 32. 05 Scalable social selling day for prospecting and networking, but only scalable social selling programs. With enterprise program across their company with confidence. coaching opportunities. Insights Sell with social sales intelligence Discovery Engagement Get in touch with decision makers Everywhere LinkedIn for Business | 32
  33. 33. 05 With 400 employees worldwide, Eloqua has grown steadily since it was insights that inform marketing and by 25% and reduced cycle times by exceeding their quotas. “LinkedIn Sales Navigator is the best tool that our sales team has for our social and target account selling initiative.” Dennis Dresser its new customer accurate information about prospects and shorten sales cycle times. LinkedIn’s TeamLink also enables them to expand the power of sales team connections and helped raise from 20% to 50%. “LinkedIn Sales Navigator has enabled our sales organization to conduct prospecting faster and more precisely. The net result is a higher quality pipeline, which helps us capture a greater share of our marketplace.” Eric Marcy The industry standard for legal, needed to forge deeper connections with key decision makers and enhance prospecting and lead qualification. They selected LinkedIn lead qualification, profiling, and integration between LinkedIn and Salesforce enhances their sales time access to companies, profiles, “More than 80 per cent of our reps found important LinkedIn information that they would not have known otherwise because of LinkedIn’s seamless integration with Salesforce.” Bob DeSantis LinkedIn for Business | 33
  34. 34. Why choose LinkedIn? 06
  35. 35. 06 market and sell LinkedIn has already fundamentally changed how companies find talent. As the three millions of professional profiles and the graph of how they are connected to each other will be a critical tool that helps companies succeed at all of them. Get started today at LinkedIn for Business | 35
  36. 36. List all jobs on LinkedIn to maximize strong talent brand Maximize recruiters using LinkedIn to find and engage Hire 06 A checklist to get you started today Brand, connect and engage your employee’s profiles your community (see the company page guide book) Build your presence Amplify Market Encourage sales reps to continue to grow their professional network and build their professional brand Gather and contribute insights Sell LinkedIn for Business | 36
  37. 37. 06 Want more? Top tips to establish a rock star profile. index.html , which includes 5 Steps to engaging followers. Sales solutions information. Employer Brand for the 5 steps to crafting a highly social talent brand. 10tips.html LinkedIn for Business | 37
  38. 38. So, that’s it! Ready to get started? Great! Go to to begin your journey today. And remember – we’re always here to help!