Hacking The Science Behind LinkedIn Company Updates
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This document provides tips and strategies for using LinkedIn company updates to engage followers and capture leads. It discusses how content consumption has shifted to mobile and social media. It recommends posting different types of content like company news, career opportunities, and industry thought leadership. It also provides suggestions for writing effective updates and using sponsored updates for wider reach and lead capture capabilities like targeting and call-to-action buttons. Key performance metrics for updates are also outlined.
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Hacking The Science Behind LinkedIn Company Updates
- 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
- 6. Newsfeeds & Mobile Devices: The Biggest Shifts in Social Media Consumption
- 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
- 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
- 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?
- 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
- 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
- 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!
- 59. EOFY Offer Interested in Sponsoring Updates? Establish an account with your LinkedIn Relationship Manager prior to 30th June to receive 1 month of free lead capture forms
- 60. Questions?
Editor's Notes
- Position ourselves as media experts who work alongside their RMs Let people know we have a packaged agenda and that they can contact us after today's event
- So let’s start with a very light touch look at Why Recruitment Agencies should employ Content Marketing.
- "Put your hand up if you were on LinkedIn back when the homepage looked like this? LinkedIn used to be a repository of CVs, but now people come to LinkedIn to consume content relevant to them Transition to next slide - "we're now on mobile"
- Not only can you reach candidates across the network, you can reach them wherever they are; whether at work, on the go using their mobile, or at home on a tablet. This is important as LinkedIn’s mobile traffic continues to grow. LinkedIn had it’s mobile moment this year when we passed more than 50% page impressions coming from mobile devices. When it comes to content, mobile usage is even higher, with >70% of engagement on mobile.
- Ask audience which line they think is desktop vs tablet vs mobile Members active all throughout the day, but some devices are used more at certain times Crucial to optimise your content for the devices on which it's being consumed People have more control than ever over which information they consume and when they consume it. At LinkedIn, we see usage shifting from one device to the other throughout the day, depending on where members are and what we’re doing. If you want to reach the largest number of users with your content, it makes sense to publish when people are around. LinkedIn has found our busiest times to be morning through to midday, Monday through Friday. Business hours, in general, have the largest maximum reach, so you don’t have to be too particular about specific times. Having said that, content may stand out in non-peak times when there is less in people’s feeds. Test what performs best for you. _____________ https://blog.bufferapp.com/7-vital-statistics-to-help-with-your-linkedin-marketing-strategy
- As we mentioned, people used to visit LinkedIn to check out jobs But with our mission of "making the world's professionals more productive and successful", members are now visiting LinkedIn 6x more than to view jobs Identify, Networks, Knowledge = the 3 reasons members visit LinkedIn now LinkedIn has evolved over time to become a destination not just for job seeking but for job success. Millions of passive and active candidates are visiting the site not only to update their profiles and network with their connections but also to learn and grow. They visit LinkedIn regularly to become more knowledgeable and ultimately, more successful at what they do.
- Not surprising as when a company posts an update, it goes into news feed of followers and makes your brand top of mind i.e. you're more visable Members also start to perceive you as a thought leader
- The case for talent brand is growing stronger every day – and here are a few reasons why. Over ¾ of talent leaders believe that talent brand has a significant impact on ability to hire 50% average reduction in cost per hire 28% lower turnover 56% of talent professionals are actually making talent brand a top priority for their organization in 2015 Let me be clear: Investing and prioritizing Talent Brand is no longer optional.
- The case for talent brand is growing stronger every day – and here are a few reasons why. Over ¾ of talent leaders believe that talent brand has a significant impact on ability to hire 50% average reduction in cost per hire 28% lower turnover 56% of talent professionals are actually making talent brand a top priority for their organization in 2015 Let me be clear: Investing and prioritizing Talent Brand is no longer optional.
- The case for talent brand is growing stronger every day – and here are a few reasons why. Over ¾ of talent leaders believe that talent brand has a significant impact on ability to hire 50% average reduction in cost per hire 28% lower turnover 56% of talent professionals are actually making talent brand a top priority for their organization in 2015 Let me be clear: Investing and prioritizing Talent Brand is no longer optional.
- If they're following you, they want Announcements, growth areas, industry/market news Your company positioned as an industry thought leader Most relevant to people in the room today, career opportunities --> don't solely focus on career opportunities, must provide a steady diet of all 3 "ask audience who feels they have a good balance"
- Provide members what they want, not all interested in product Coke vs Pepsi analogy? If we look at this sample of trending content from the three main social platforms, we see entertainment oriented content on Facebook and Twitter – including favourite movies, Kim Kardashian and Katie Perry. On LinkedIn, for the same period, we see very different trending content, including Leadership, Self-Esteem and Cloud Computing. Same people, different mindsets. From a content perspective, focus on providing valuable, professional content that makes your target audiences more productive and successful.
- Every company has something that makes it special. It might be your product, your people, your values – and the key is honing in and really understanding what your company’s culture does, and does not, stand for.
- Every company has something that makes it special. It might be your product, your people, your values – and the key is honing in and really understanding what your company’s culture does, and does not, stand for.
- Every company has something that makes it special. It might be your product, your people, your values – and the key is honing in and really understanding what your company’s culture does, and does not, stand for.
- If you're short on resources, it doesn't take much effort on the company's behalf, as the link links to Josie's profile LinkedIn member's like to hear from other members
- Every company has something that makes it special. It might be your product, your people, your values – and the key is honing in and really understanding what your company’s culture does, and does not, stand for.
- Ask audience "who has targeted an update to a particular targeting?" 78% of chief marketing officers think targeted custom content is the future of marketing. According to research by the Endelman Group, when clients get the relevance/quality equation right, they can achieve a 4x improvement in conversion rates. It is simple to target each post for relevancy. Examples may include: Recruitment Agencies who operate in more than one country. Or have more than one service line. I work with a client who services Medical Devices, Construction and Sales and Marketing – they were initially posting content to all of their Followers but have found much greater success since they started segmenting. Put simply, someone working in Construction is not very interested in the medical devices industry! Use language, imagery and content that speaks directly to each audience. This will help them to think of you as relevant to their next career decision or hiring need. _______________ [source: David Endelman, McKinsey Principal, http://www.mckinseyonmarketingandsales.com/quality-and-relevance-the-twin-keys-to-digital-growth]
- 78% of chief marketing officers think targeted custom content is the future of marketing. According to research by the Endelman Group, when clients get the relevance/quality equation right, they can achieve a 4x improvement in conversion rates. It is simple to target each post for relevancy. Examples may include: Recruitment Agencies who operate in more than one country. Or have more than one service line. I work with a client who services Medical Devices, Construction and Sales and Marketing – they were initially posting content to all of their Followers but have found much greater success since they started segmenting. Put simply, someone working in Construction is not very interested in the medical devices industry! Use language, imagery and content that speaks directly to each audience. This will help them to think of you as relevant to their next career decision or hiring need. _______________ [source: David Endelman, McKinsey Principal, http://www.mckinseyonmarketingandsales.com/quality-and-relevance-the-twin-keys-to-digital-growth]
- A good test of the image is to cover up the text - does it speak to what the content is about? I recommend that you ‘a/b’ test. To do this post the same content with a few tweaks and a fresh headline a week later. In this example, Comcast achieved a 156% uplift by making the heading and teaser text more inviting – “The most overlooked factor” and “all comes down to one important factor” invites the reader to want to read more. Furthermore, the shortened text would be more effective on mobile.
- I recommend that you ‘a/b’ test. To do this post the same content with a few tweaks and a fresh headline a week later. In this example, Comcast achieved a 156% uplift by making the heading and teaser text more inviting – “The most overlooked factor” and “all comes down to one important factor” invites the reader to want to read more. Furthermore, the shortened text would be more effective on mobile.
- ’.
- So far we have been talking about ‘organic’ reach. These are your Company Followers and your employee’s connections. The audiences reached when people like, share or comment on your posts we call ‘Earned’. In general, the higher quality the content, the larger earned audience you will reach. It is possible to reach a wider audience by paying for extended reach. At LinkedIn we call this ‘Sponsored Updates’.
- The targeting capabilities as very rich. As well as general targeting capabilities such as Geography, Industry, Function and Industry, it is possible to pinpoint further by factors including Job title, gender, University course, skills and even Company Name: unique and very powerful targeting to allow you to get your message in front of exactly the right audience.
- So far we have been talking about ‘organic’ reach. These are your Company Followers and your employee’s connections. The audiences reached when people like, share or comment on your posts we call ‘Earned’. In general, the higher quality the content, the larger earned audience you will reach. It is possible to reach a wider audience by paying for extended reach. At LinkedIn we call this ‘Sponsored Updates’.
- So far we have been talking about ‘organic’ reach. These are your Company Followers and your employee’s connections. The audiences reached when people like, share or comment on your posts we call ‘Earned’. In general, the higher quality the content, the larger earned audience you will reach. It is possible to reach a wider audience by paying for extended reach. At LinkedIn we call this ‘Sponsored Updates’.
- So far we have been talking about ‘organic’ reach. These are your Company Followers and your employee’s connections. The audiences reached when people like, share or comment on your posts we call ‘Earned’. In general, the higher quality the content, the larger earned audience you will reach. It is possible to reach a wider audience by paying for extended reach. At LinkedIn we call this ‘Sponsored Updates’.
- In this section I am going to present some ideas that you can adapt for your own content strategy. Winning Content – content that works on LinkedIn