2. Your Followers: A valuable pool of talent
Engaged talent Long-term Brand evangelists
pool relationships
71% 64% 61%
of members are interested in of followers would follow of members are more likely to
updates on job opportunities companies “indefinitely” share information as a result
from companies they follow of following a company
3. Tap into the power of the Follower ecosystem
Engage and build relationships
Grow your talent community
Establish your careers hub on LinkedIn
4. Engage and build relationships
Deliver regular updates to your followers’ network update streams
NEW
1
2
5. Grow your talent community
Add followers by targeting the right types of professionals
On LinkedIn… …and Off LinkedIn
Grow Your Career by Following:
XYZ.CO
Ed Franklin
xyzCo XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
xyzCo
Grow Your Career by Following:
XYZ.CO
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
6. Establish a Career Page
Build your careers hub on LinkedIn
63%
Of LinkedIn members expect companies to
have a presence on LinkedIn
7. Measure your impact
Detailed follower analytics
NEW
Track
company Segment
update followers on
engagement targetable
metrics dimensions
Track new
follower
acquisition
10. Updates from people we know are more engaging
What a follower sees:
0.81%
Avg Follower
Engagement
What followers’ networks see:
1.06%
Avg Followers’
Networks’
Engagement
11. Amplify the message
Community of engaged, like-minded professionals
noise message receptivity
322
8.6M+
Potential Reach
26 K Average Connections
+30%
Followers’ networks have 30% higher
engagement rates than followers
11
13. Follower Ecosystem Grow Your Career by Following:
XYZ.CO
Ed Franklin
xyzCo
XYZ.CO
Cecile, get the latest on XYZ.CO
xyzCo
Jobs, News & more!
Grow Your Career by
Following:
XYZ.CO
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
Acquire Followers
Post Updates to Followers
Analyze & Optimize
Drive Engagement
14. Best Practices for Updates
Information members want to receive1
New job openings at the company 71%
Relevant news articles and insights 68%
New project or initiative 61%
Insights for Updates2
Employee’s have 70% higher
engagement rates than non- Groups Followers are in 3x more
groups than non-followers
employees, and they
evangelize your message
70% of followers reached by a Less is 50 characters or less drives
typical update are reached within
the first 48 hours More 28% higher engagement
1 LinkedIn Follower Report, US, January 2012
2 LinkedIn internal data, global, January 2012
15. How does the plug-in work?
1 Not Following or Not logged in
LinkedIn Member LinkedIn Member
Non- Member
+ Logged in + Not Logged In
2 Following & logged in
Prompted to
One click Option to join
sign in prior
Follow LinkedIn
to Following
(without (opens new
(without
leaving site) window)
leaving site)
17. Recruiters are seeing value from status updates today
Don’t be the last to take advantage…
Editor's Notes
We’re very excited to introduce the next evolution of company updates; the ability to deliver relevant content to the right followers with LinkedIn’s new targeted updates. Previously, social platforms delivered the same message to all of one’s followers. This forced you to either send a generic message to everyone, or send a message to everyone that was only relevant to a subset of your followers. Starting today you will have an unprecedented ability to deliver relevant messages to sub-segments of followers. These targeted communications will increase members’ engagement with your company’s updates, which will benefit your overall talent nurturing efforts on the LinkedIn platform. Industry studies have shown that relevant messaging as a result of targeting increases time spent with a message by more than 25% and elicits a stronger emotional and cognitive response. In our own analysis we have seen cases in which targeted messages would have increased engagement by greater than 65%.
INTERNAL NOTE: At this time, we are only selling Follow Company Ads as part of Work With Us packages. LinkedIn’s high quality audience and unique targeting parameters ensure your messages reach the right audience and that you establish long-lasting relationships with candidates (64% of followers would follow a company “indefinitely”. Followers are an annuity, unlike a perishable ad impression.) There are 2 primary avenues by which to acquire followers: Follow Company Work With Us ads and the Follow button. The LinkedIn Follow button is a great complement to acquiring followers via Work With Us. The Follow button makes it easy for you to gain followers organically when people visit your careers or corporate website. In contrast, Follow Company Work With Us places a Follow Company module in the ad unit of your employees’ profile pages, reaching relevant professionals who are interacting with your employees on LinkedIn Follower Statistics enable you to analyze and segment your followers based on targetable dimensions.
On average status updates reach 70% followers and 30% follower’s connections (ie, non-followers) due to the viral distribution of your message.And because Follower’s connections receive your message when endorsed by someone they know, the messages have 30% higher engagement rates as compared to followers’ engagement rates. This is because people place more trust in colleagues and friends than marketers.
The output of the steps we just reviewed is media efficiencies at scale, which are amplified on LinkedIn as a result of the like-minded professional network; thus decreasing the noise and increasing the strength of the signal. Today, your XXX,XXX followers with an average of XXX connections has a potential reach of XXM. (MUST BE CUSTOMIZED BASED ON MERLIN DATA )=========Followers have 2x more connected than the average LinkedIn member.On average 20% of a companies total followers see any given update, with an engagement rate of 0.86%.On average status updates reach 70% followers and 30% follower’s connections (ie, non-followers) due to the viral distribution of your message.And because Follower’s connections receive your message when endorsed by someone they know, the messages have 30% higher engagement rates as compared to followers’ engagement rates. This is because people place trust in colleagues and friends.
Understanding the type of content desired by followers will help you deliver more relevant messages. LinkedIn’s business context and insights driven platform result in members being interested in different information as compared to other social platforms. Employees – given their extremely high engagement, which helps drive reach and engagement, it makes sense to include employees in updates. For key messages that you really want to amplify consider encouraging employees to like, comment or share a company update. Frequency – most engagement will happen within the first 48 hrs, so an update every couple of days will maximize engagement (ie, 2-3 updates per week per audience) LinkedIn Groups – Followers are in more groups than the average LinkedIn member, and as a result of following 43% expect the opportunity to join a group to discuss a company, so be sure to cross-promote your group and encourage discussions. Less is more – shorter messages have 28% higher engagement than longer messages. Be sure to also use links and videos to increase engagement.
