Content strategy
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The document provides tips for using LinkedIn to engage audiences and drive business results. It recommends crafting concise headlines and calls to action, including rich media like images or videos, asking questions to start discussions, monitoring engagement and analytics, and leveraging employees as brand ambassadors by encouraging them to share content within their networks. It also provides an example of how salesforce.com successfully increased hiring referrals by 60% through a CEO email prompting sales employees to share open roles on LinkedIn.
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Content strategy
- 1. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #1: THINK LIKE A JOURNALIST Don’t bury the lead. Concise intros and snappy headlines are more likely to result in higher engagement. Customize your headline for the audience you are targeting and A/B test your copy.
- 2. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #2: ALWAYS INCLUDE A CLEAR CALL TO ACTION When compared to updates without links, including a link can drive 2x the engagement.
- 3. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #3: ASK THOUGHTFUL QUESTIONS TO INVOLVE YOUR AUDIENCE Start a conversation by asking a question that is relevant to your target audience.
- 4. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #4: ALWAYS INCLUDE AN IMAGE OR SOME TYPE OF RICH MEDIA Stand out with an eye-catching image or some form of rich media. Images generally result in a 98% higher comment rate.
- 5. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #5: POST YOUTUBE VIDEOS TO ENCOURAGE SHARING Links to YouTube videos play directly in the LinkedIn feed and usually result in a 75% higher share rate.
- 6. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #6: VOYEURISM IS ALIVE AND WELL IN SOCIAL MEDIA There’s a voyeuristic nature to anything social media. Members like sneak peaks inside companies, new products, even office space.
- 7. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #7: ENGAGE WITH MEMBERS THROUGH COMMENTS Keep the conversation going. Monitor discussions and remove inappropriate comments. Develop a plan for proactively handling any customer-service issues that may surface.
- 8. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #8: AVOID HYPERTARGETING Don’t add so many targeting filters that you exclude potential audiences.
- 9. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #9: MONITOR, ANALYZE AND REFINE YOUR CONTENT Track all available analytics. Pay attention to the audience targeting, types of content, time of day and frequency that drive the most interactions – and do more of that!
- 10. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS #10: IT’S ALL IN THE FAMILY SO REMEMBER TO CROSS-POLLINATE Cross-promote content from all relevant LinkedIn products and your company’s off-LinkedIn content
- 11. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Once created, share valuable content with your networks 11 What to share? – Well ‘curated content’ – Company posts – Key Company jobs
- 12. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Establish yourself as a Thought Leader by blogging on the network 12 – Inspire engaging conversations – Share your experiences & thoughts – Gain followers
- 13. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS What happens when your CEO ‘likes’ your status update 13
- 14. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Salesforce leveraged this to create incredible recruitment results Scenario: Salesforce.com needed to hire hundreds of account executives and sales engineers, it made perfect sense for the company to turn inward and leverage its own employees Senior Leadership Buy-In: CEO Marc Benioff emailed his sales team with a simple request – Get the word out via your network Creation of Brand Ambassadors: The salesforce.com team rallied and went to work, sharing links via their LinkedIn status updates. Within 24 hours the reach was impressive Results: 350 links were shared on LinkedIn by salesforce.com employees, more than twice the daily average of the prior 30 days Salesforce.com employees’ posts on LinkedIn were visible to around 159,000 professionals at over 40,000 companies The target audience was highly relevant for this campaign, with a potential reach of 38,000 sales professionals “Marc’s email got the ball rolling and the sales team’s efforts resulted in a 60 percent increase in sales employee referral submissions in week one,” Kate Israels, program manager, Talent Acquisition at salesforce.com said
- 15. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS The Power Of Brand Ambassadors The impact was impressive…60% increase in employee referrals that week! 350 Links shared via LinkedIn status updates 2x more than the daily average One post led to… RESULTS Shared Links1 By SFDC Employees +128% Likes1 SFDC Employee Posts +70% Status updates visible to: 159K Connections ~25% Sales Professionals 40K Companies
Editor's Notes
- Demonstrate your expertise and build awareness of you & your organization by sharing and commenting on content on LinkedIn. Make it a goal to share or comment on at least one piece of information daily. Two things to do each day to find content you’d like to share: On your LinkedIn homepage (once you’ve signed in), your news feed will include the latest from the groups, companies and Influencers you follow. Scan through and see what snags your interest! Keep an eye out for the “inShare” button on your daily reads. When you find an you want to share, you can share it right from the article itself via the InShare Link and let your network know you found it valuable. You can choose to share it on your Profile, within specific groups you’re a part of, or in a private message to individuals. Add in a comment on your thoughts or main takeaways then hit Share. It's back to the Golden Rule: If you engage with several of your connections every day, those same connections will start to listen to what you have to say. And if they like the content you're sharing, they will be more likely to share, comment or like your stuff too! Mix it up and choose different connections to remark on each time, and you'll have a large -- yet engaged -- network in no time. All simple and important opportunities to position yourself as a thought leader and information source.
- Demonstrate your expertise and build awareness of you & your organization by sharing and commenting on content on LinkedIn. Make it a goal to share or comment on at least one piece of information daily. Two things to do each day to find content you’d like to share: On your LinkedIn homepage (once you’ve signed in), your news feed will include the latest from the groups, companies and Influencers you follow. Scan through and see what snags your interest! Keep an eye out for the “inShare” button on your daily reads. When you find an you want to share, you can share it right from the article itself via the InShare Link and let your network know you found it valuable. You can choose to share it on your Profile, within specific groups you’re a part of, or in a private message to individuals. Add in a comment on your thoughts or main takeaways then hit Share. It's back to the Golden Rule: If you engage with several of your connections every day, those same connections will start to listen to what you have to say. And if they like the content you're sharing, they will be more likely to share, comment or like your stuff too! Mix it up and choose different connections to remark on each time, and you'll have a large -- yet engaged -- network in no time. All simple and important opportunities to position yourself as a thought leader and information source.