Hacking the Science Behind LinkedIn Company Updates: Learn how to better engage your LinkedIn followers, strengthen your talent brand and drive quality applications with your content.

1. Hacking the Science
Behind LinkedIn
Company Updates

2. 2
Robbie Goldberg Elicia Fowler
Media Account Managers, Talent Brand

3. How LinkedIn
met content
one. two.
Why this
matters to you
four.
How to post on
LinkedIn
five.
How to capture
leads using updates
six.
What is good
performance
three.
What to post on
LinkedIn

4. How LinkedIn met content
one

5. Evolution of LinkedIn

6. Newsfeeds & Mobile Devices:
The Biggest Shifts in Social Media Consumption

7. 0%
10%
20%
30%
40%
50%
60%
50%
<2%
LinkedIn Mobile Traffic

8. 12:00
PM
6:00
AM
9:00
PM
Members are fully engaged
Throughout the day, across platforms

9. Why this matters to you
two

10. LinkedIn
Members now
consume
content
6x
more
Rethinking the myths
than they do
jobs

11. Companies who post at least
1 status update / week on LinkedIn…

12. Get 40%
more views to
their LinkedIn
job postings

13. and 25%
more apply
clicks

14. Than companies who don’t
post status updates.
and 25%
more apply
clicks

15. 1 in 10 hires have engaged with
your company’s status updates.

16. 1 in 10 hires have engaged with
your company’s status updates.
Your status update
mattered to this guy.

17. 1 in 10 hires have engaged with
your company’s status updates.
And may have been
why your company
caught his eye.

18. What to post on LinkedIn
three

19. Top 3 Types of expected content
Members expect and trust content
from our clients on LinkedIn
Company
News
Career
Opportunities
Industry
Thought
Leadership
Knowledge

20. Where Cat Memes won’t work
Invest Time
Professional Networks
Career Opportunities
Company News
Industry Thought Leadership
Spend Time
Personal Networks
Info on friends
Info on personal interests
Entertainment
#OneOfMyFavoriteMoviesIs
#MtSWISHMore
#SelenaNeoLaunch
You Got Served
#iHeart1D
Czechs
#thankswingman
Billy Ray Cyrus
National Corvette Museum
Josh Homme
Kim Kardashian
Shaun White
Katy Perry
Leadership
iPad
Cloud Computing
Employee Engagement
Online Advertising
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013
Self-esteem
Web marketing
Internal Communication
Business
Real Estate

21. What if you’ve found yourself in a
status update rut?

22. Fret not, this doesn’t have to be
your fate

23. ways to escape
your status
update rut

24. Highlight the qualities
you’re looking for
1

26. Share “a day in the life”
2

28. Spotlight a star employee
3

30. Invite followers to upcoming
events and career fairs
4

32. How to post on LinkedIn
four

33. Target for Relevance

34. Target for Relevance

35. Does your Teaser Text call out your audience explicitly? E.g. “Your”
Your Call to Action should also be clear
Test your image –
does it reflect the
value of the copy?
Your Headline is often the first
thing your audience will see. Does it
have a clear Value Proposition?

36. Character
count
matters.

37. 156%
increase
in CTR

38. The top 50 status
updates last month
averaged
120 characters.

39. Including a video in your update…1

40. Including a video in your update…1
Boosts engagement by 74%

41. Including a link in your update…2

42. Including a link in your update…2
Boosts engagement by 84%

43. Including a photo or image in your update…3

44. Including a photo or image in your update…3
Boosts engagement by 147%

45.  Open with questions
 Use “You” to speak to your audience
 Direct users with clear call-to-actions
 Keep posts under <150 characters
Copywriting Tips

46. How to capture leads using updates
five

47. Updates for Lead Capture
Awareness
Engagement
Hire

48. Lead Capture Examples

49. Organic Updates: Your Followers and
connections will see your content
Sponsored Update: To reach a wider
audience, or to push your message out at
scale quickly consider sponsoring updates
Build relationships with potential candidates
outside your follower base
Your Followers
LinkedIn Member Population

50. Sponsored Updates

51. Sponsored Updates
Members can click to
follow your company
Sponsored Updates

52. Targeting Capabilities
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
Company Size ✔ ✔
Function ✔ ✔
Seniority ✔ ✔
Skills ✔
Job Title ✔
Company Name ✔
School ✔
Group Membership ✔
Age ✔
Gender ✔
Negative targeting
(i.e. exclude a certain Title)
✔

53. Sponsored Updates for Lead Capture

54. Capture candidate details on mobile devices…
https://www.linkedin.com/cap/checkInCandidate/view/236863/151190

55. …and link directly to Recruiter
https://www.linkedin.com/cap/checkInCandidate/view/236863/151190

56. What does good performance look like
six

57. What does good performance look like?
• APAC Average Click Through Rate: 0.42%
• APAC Average Engagement Rate: 0.53%
Impressions: number of times this update was seen
Clicks: number of times a member clicked on the update
Interactions: number of likes, shares or comments received
Engagement: interactions divided by impressions

58. You’re ready.
Now get to work!