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Boost your profileHow to make the most of yourLinkedIn presence.
Table of contents
09 Your Company Page
17 Career Pages
04 Your Profile
03 Introduction
12 Personal Status Updates
20 Sponsored Updates
14 Company Status Updates
23 More Resources
Your own personal profile and your company’s pages on LinkedIn are often the first encounter a candidate has with you as a potential employer. And you only get one chance to make a first impression.
Whether you're a HR professional, office manager or small business owner, we put this guide together to help boost your presence on LinkedIn.
You’ll find tips and ideas to make sure your pages and updates have maximum impact and work to build your personal and employer brand.
Are you making the most of the world’s largest professional network? Dive in and find out.
Introduction
Nancy SoniCEO/Founder at FILD
Background
Connecthttps://www.linkedin.com/in/nancysoni
Contact info
Summary
Experience
Certi�cations
LinkedIn — Boost your profile 3
Your ProfileBe approachable & engaging.
Small businesses don’t always have dedicated HR professionals. Recruitment may be in the hands of the owner, office manager or anyone in between. Whatever your job title, if you’re responsible for hiring, your personal LinkedIn profile needs to be impeccable.
The more you show who you are and what you do, the easier it is for candidates to engage with you and begin to imagine working with you. Identify and use relevant keywords throughout to help people find you.
Here’s an example of a well-crafted profile with all the key elements you’ll want to optimize.
Your ProfileBe approachable & engaging.
Whatever your job title, if you’re responsible for
hiring, your personal LinkedIn profile needs to
be impeccable.
FREE TOOL
LinkedIn — Boost your profile 5
Nancy SoniCEO/Founder at FILD
Connect
Visible to your connections
Websites
nancysoni@�ld.com
NancySoni (SKYPE)
Company Website
NancySonyFILD
@nancysoni
https://www.linkedin.com/in/nancysoni Contact info
01 234567891
IM
Phone
Adress
Visible to everyone on LinkedIn
Headline This appears in search results. You can be as creative as you like, but make sure your role is clear.
Links Include links to your company’s LinkedIn page, website, social media and anywhere a candidate can learn more.
Photo Choose a photo of yourself that’s friendly and approachable.
Background image Add a background to make your profile more engaging. Show your personality and professional passion.
Custom URL Create a simplified custom URL for your public profile to include on your business card and email signature.
45M profiles are viewed on LinkedIn daily.
Profiles with photos are 11x more likely to be viewed.
Background
Connect
https://www.linkedin.com/in/nancysoni Contact info
Summary
Experience
Certi�cations
Summary Take all the time you need to nail it. Use the first person. Show your personality. Remember, you’re hiring, not job hunting.
Certifications Build credibility by sharing your certifications. If you are a LinkedIn Certified Professional, include that here.
Rich media Showcase work and insights by uploading or linking to images, videos, blogs, presentations and websites.
LinkedIn — Boost your profile 7
Skills
Recommendations
Volunteering
Skills Include keywords here that candidates might be searching for. We’ll showcase your top 10 skills, based on the endorsements you receive.
Recommendations Get recommendations from colleagues who you’ve hired/managed so candidates know what it’s like to work for/with you.
Volunteering Paint a more complete picture by featuring your volunteer work or causes you care about.
LinkedIn — Boost your profile 8
Your Company PageGive potential candidates
something to follow.
How candidates perceive your company and its culture is critical to successful recruiting. To stay ahead today, you need to stand out.
A Company Page is an information hub. It lays the foundation of your brand presence on LinkedIn. That means it will be used by clients and candidates alike — anyone who wants to learn more about what you do and how you do it.
Your Company PageGive potential candidates something to follow.
It’s a competitive market out there.
FREE TOOL
LinkedIn — Boost your profile 10
Your CompanyInternet5001-10,000 employees
193.170 followers
See less
Recent updatesYour Company
Get started It all starts with your logo, banner image and company description. Here's how: linkedin.com/company/add/show
Add specialties Think about search keywords and SEO when you’re listing your specialties. This will make it easier for people to find your company.
Engage, engage, engage Remember, you have two different audiences: clients and candidates. Your content should be engaging for both.
Need help crafting your brand messaging?
Download our Employer Brand Playbook.
Find followers Get the word out about your new company page.
• Add a ‘Follow Us’ button on your website
• Put a link in your company email signature
• Spread the word on Facebook and Twitter
• Encourage colleagues to link from their profiles
LinkedIn — Boost your profile 11
Personal Status Updates
Build your personal brand.
Be visual Keep it interesting by including images, videos and presentations. The more likes, comments and shares your content receives, the wider it spreads through your LinkedIn network.
Keep it balanced Sharing open vacancies at your company is important. But thought leadership is critical to your personal brand, too. Balance job posts with relevant articles and thought-provoking content.
Interact Engage with your network by tagging specific people in your updates. The best way is to use an @ in front of their name. Then respond to comments in real-time to keep the conversation going.
What do people in your network know about you and your job? Are you seen as approachable and insightful in your industry? Are you the sort of person they would go to for career advice?
It’s all part of your personal brand — and it’s a key element for successful recruiting. Your status updates help create your professional persona. They tell people where your interests and expertise lie. You can use them to keep you top-of-mind and engage your LinkedIn connections at scale.
Personal Status UpdatesBuild your personal brand.
FREE TOOL
LinkedIn — Boost your profile 13
CompanyStatus Updates
Keep your followers engaged.
75%98%
more shares when you include a YouTube video
Updates achieve…
more comments when you include an image
Company Status UpdatesKeep your followers engaged.
Your company’s Status Updates are a highly effective way to nurture relationships with followers on LinkedIn. When you post an update from your Company Page, it appears on their LinkedIn feed. Encouraging followers to like, comment and share will amplify your content throughout the LinkedIn ecosystem.
FREE TOOL
LinkedIn — Boost your profile 15
Keep your eyes open Mix it up Know what worked
Use successful blog posts, articles and news from your other social platforms to create a high-quality stream of updates. On LinkedIn, you’ll find ready-made, share-worthy content from Influencers, on Pulse, and in LinkedIn Groups.
To keep followers engaged, rotate your content themes regularly. For every post promoting your company, make sure four posts focus on thought leadership or industry trends.
Use the Analytics tab on your Company Page to understand how followers are engaging with your updates. This data will tell you what’s performing well — and what’s not — so you can tailor content and increase impact.
Get targeted Go beyond words Know your audience
Did you know you can target updates based on criteria like job function, seniority or geography? These days, people expect content to be relevant to them personally. Engage your followers by choosing what you say to whom.
Updates with videos and other rich media — like photos, presentations or links — give your followers more substance to explore, engage with and share.
Your updates can reach candidates, existing clients, and potential clients across each of your business units or specialties. Create a content calendar to ensure you’re speaking to each audience regularly with targeted posts.
LinkedIn — Boost your profile 16
Career PagesFocus your recruiting efforts.
Another solution for building relationships with potential candidates is a LinkedIn Career Page. Your Career Page is your central hub for recruiting activity on LinkedIn. Its unique targeting capabilities allow you to engage the broader LinkedIn network with relevant information on your open opportunities, your brand, and your team.
Career PagesFocus your recruiting efforts.
Think digital
Think media
Think differentiation
Make it pop
Build your employer brand
Target key candidates
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PAID TOOL
LinkedIn — Boost your profile 18
Think digital Think media Think differentiation
Whatever you say, keep it brief. Attention spans are shorter online so your content should be shorter, too.
As always, bring your messaging to life with videos, photos, and presentations.
What makes your company really stand out? Communicate how your company is different from the competition. Your employees are ambassadors. Let them join in getting your message and culture across.
Make it pop Build your employer brand Target key candidates
Use bold, memorable visuals. Friendly faces work too!
Take advantage of the Employee Spotlight section to position your company as an employer of choice.
Career Pages allow you to tailor the experience for unique segments with dynamic messaging based on visitors’ LinkedIn profiles. You can target based on a candidate’s job function, industry, geography and more.
LinkedIn — Boost your profile 19
Sponsored UpdatesAmplify your reach and impact.
Sponsored Updates let you publish relevant content straight to the LinkedIn feed of any member on the site, not just your Company Page followers. They appear in feeds across devices (smartphone, desktop and tablet), giving you more opportunities to reach the people that matter.
Sponsored UpdatesAmplify your reach and impact.
Weekends work, too
Measure and adjust
Sponsor your best content
Avoid hyper-targeting
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PAID TOOL
LinkedIn — Boost your profile 21
Weekends work, too Measure and adjust
Professionals don’t just engage with Sponsored Updates on weekdays. They show strong engagement through the weekend, too. Consider adopting an always-on approach or choose a couple of moments in the weekend to post and engage.
If you’re targeting new audiences, be prepared to test and learn. What works for one audience might not work for another. Sponsored Updates come with a host of analytics to help you assess and improve your performance.
Sponsor your best content Avoid hyper-targeting
Look at the success of past updates to learn what works best for your company, and apply this insight to your strategy for Sponsored Updates.
You can target Sponsored Updates based on criteria like location, company size, industry, job function, and seniority. But there’s always a trade-off between targeting and audience size. Don’t add so many targeting filters that you exclude potentially important audiences.
LinkedIn — Boost your profile 22
More ResourcesKeep learning and improving.
We have additional resources to help you make the most of your presence on LinkedIn.
More ResourcesKeep learning and improving.
Webinars
Creating an online presence on LinkedIn Watch webinar >
How to get the most out of LinkedIn Company Pages Watch webinar >
LinkedIn Guides
LinkedIn Employer Brand Playbook Download Playbook >
The Modern Recruiter’s Guide Download Guide >
LinkedIn Products
Recruiter >
Recruiter Lite >
Job Posts >
Work With Us Ads >
Company Pages >
Career Pages >
Sponsored Updates >
LinkedIn — Boost your profile 24
What next?
Questions? To find out more about LinkedIn Talent Solutions, or talk to a LinkedIn representative at any time,
visit talent.linkedin.com.
Talent Solutions
