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
1 in 10 hires have engaged with
your company’s status updates.
Your status update
mattered to this guy.
1 in 10 hires have engaged with
your company’s status updates.
And may have been
why your company
caught his eye.
Top 3 Types of expected content
Members expect and trust content from our clients on LinkedIn
Company News
Career Opportunities
Industry Thought
Leadership
Knowledge
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
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?
Open with questions
Use “You” to speak to your audience
Direct users with clear call-to-actions
Keep posts under <150 characters
Copywriting Tips
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
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)
✔
Capture candidate details on mobile devices…
https://www.linkedin.com/cap/checkInCandidate/view/236863/151190
…and link directly to Recruiter
https://www.linkedin.com/cap/checkInCandidate/view/236863/151190
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
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