The document discusses the importance of delivering targeted content on LinkedIn to optimize engagement and foster meaningful connections with specific audience segments. It highlights five use cases for effective targeting, including talent development, community management, sales acceleration, brand building, and executive engagement. Key targeting categories outlined are company size, industry, job function, seniority, and geography, emphasizing the need for segmentation to enhance message delivery.

1. A GUIDE BY
LinkedIn Targeting
Delivering Relevant Content
to the Right People

2. Be Specific in
Your Segmentation
1: https://press.linkedin.com/about-linkedin
LinkedIn is the largest professional network in the world, with more than 364
million members in over 200 countries1
. Beyond the basic HR and recruiting
use cases of the early days, smart businesses now leverage LinkedIn
Company Pages as communities in and of themselves and have integrated the
platform into their holistic social strategies.
Without a diligent approach to segmentation, however, audiences from
different company sizes, industries, job functions, geographies and levels of
seniority will receive the exact same information. As a result, you will lose out
on an opportunity to cultivate more meaningful connections through one of
your brand’s best assets: custom content.
Targeting your LinkedIn Company Page updates optimizes message delivery
to specific communities within your audience. Moreover, Targeted Status
Updates afford each department within your organization the opportunity to
engage people with content tailored to their exact interests.
With that in mind, as you and your team hone your segmentation, we offer five
common use cases for making the most of LinkedIn Targeted Status Updates.
1
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE

3. Targeted Status Updates Options
In order to use LinkedIn targeting, you must have at least 100 followers within
your selected group. Also, you want to avoid adding too many targeting filters
that you exclude followers who might still find your content interesting.
Categories for targeting include:
LinkedIn by Numbers
Company Size
Industry
Function
Seniority
Geography
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
>200
countries represented
>100
followers needed
within your group to
employ targeting
7.9M
members considered
key decision makers2
364M
members worldwide1
1: https://press.linkedin.com/about-linkedin, 2: https://www.linkedin.com/ads/ 2

4. Use Case 01
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
Find a Match Between
Candidate & Company
Gone are the days of LinkedIn simply serving as an online résumé or CV. It’s
now a crucial tool for human resources and talent teams looking to amplify
company culture, spot talent, start industry conversations and maintain
employee communities (past, present and potential).
When creating your Targeted Status Updates for talent development purposes,
consider the following combination:
Company Size
Industry
Function
Seniority
Geography
3

5. Use Case 02
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
Nurture Relationships
With Loyal Followers
As a community manager, you work tirelessly to cultivate a community of
advocates. On LinkedIn, give them a peek inside your organization, educate
them about your industry and offer resources to help them succeed. In-person
events are another great resource to share, as you literally bring people together.
When creating your Targeted Status Updates for community management
purposes, consider the following combination:
Company Size
Industry
Function
Seniority
Geography
4

6. Use Case 03
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
Accelerate Sales With a
Full-Funnel Approach
With 7.9 million business decision makers, LinkedIn is the ideal platform for the
full-funnel sales approach1
. As you work your way through that process, gated
content is an especially valuable resource for bringing people into the pipeline
and creating touch points that ultimately compel them to take action.
When creating your Targeted Status Updates for sales purposes, consider the
following combination:
1: https://www.linkedin.com/ads/
Company Size
Industry
Function
Seniority
Geography
5

7. Use Case 04
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
Build a Brand Through
Expertise & Engagement
Employee insights. Industry awards. Media placements. There are many assets
your brand team will want to tout on LinkedIn. LinkedIn targeting will instill a
sense of pride from the inside out, striking conversations with the right groups
in the right markets at the right time.
When creating your Targeted Status Updates for marketing and branding
purposes, consider the following combination:
Company Size
Industry
Function
Seniority
Geography
6

8. Use Case 05
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
Empower the C-Suite to
Start the Conversation
Not everyone can be a LinkedIn Influencer, but the ability to showcase C-suite
insights and connect executives sparks important business conversations.
Leaders at companies of all sizes use LinkedIn to gain competitive intelligence,
publish and read thought leadership, and connect with other experts.
When creating your Targeted Status Updates for executive purposes, consider
the following combination:
Company Size
Industry
Function
Seniority
Geography
7

9. Out Front &
Top of Mind
Followers who match your targeting criteria will see your company update on
their LinkedIn homepage feed. Your status updates will also be visible to
anyone who visits your Company Page (even individuals who weren’t originally
targeted). Regularly review your Page’s statistics for insights into
demographics and engagement so you can continuously fine-tune your
targeting and, as a result, make more lasting connections.
LINKEDIN TARGETING: DELIVERING RELEVANT CONTENT TO THE RIGHT PEOPLE
Sprout Social shared:
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With more than 347 million members in over 200 countries, LinkedIn is the world’s largest
digital professional network. What’s more 80% of LinkedIn members say they want to
connect with companies. These statistics are strong indicators that LinkedIn... show more
Target your LinkedIn Company Page
Updates in Sprout Social
sproutsocial.com/insights/ • Sprout’s helps facilitate social
communication between business and professional communities.
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