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Hacking the Science Behind LinkedIn Company Updates

Hacking the science behind linked in company updates sydney 23rd june

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Page 1: Hacking the science behind linked in company updates   sydney 23rd june

Hacking the Science Behind LinkedIn Company Updates

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2

Robbie Goldberg

Elicia Fowler

Media Account Managers, Talent Brand

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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

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How LinkedIn met content

one

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Evolution of LinkedIn

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Newsfeeds & Mobile Devices: The Biggest Shifts in Social Media Consumption

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0%10%20%30%40%50%60%

50%

<2%

LinkedIn Mobile Traffic

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12:00 PM

6:00 AM

9:00 PM

Members are fully engaged Throughout the day, across platforms

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Why this matters to you

two

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LinkedIn

Members now

consume

content

6x more

Rethinking the myths

than they do

jobs

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Companies who post at least

1 status update / week on LinkedIn…

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Get 40% more views to

their LinkedIn

job postings

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and 25% more apply

clicks

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Than companies who don’t

post status updates.

and 25% more apply

clicks

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1 in 10 hires have engaged with

your company’s status updates.

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1 in 10 hires have engaged with

your company’s status updates.

Your status update

mattered to this guy.

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1 in 10 hires have engaged with

your company’s status updates.

And may have been

why your company

caught his eye.

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What to post on LinkedIn

three

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Top 3 Types of expected content

Members expect and trust content from our clients on LinkedIn

Company News

Career Opportunities

Industry Thought

Leadership

Knowledge

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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

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What if you’ve found yourself in a

status update rut?

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Fret not, this doesn’t have to be

your fate

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ways to escape your status update rut

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Highlight the qualities

you’re looking for

1

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Share “a day in the life”

2

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Spotlight a star employee

3

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Invite followers to upcoming

events and career fairs

4

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How to post on LinkedIn

four

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Target for Relevance

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Target for Relevance

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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?

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Character

count

matters.

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156%

increase

in CTR

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The top 50 status

updates last month

averaged

120 characters.

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Including a video in your update… 1

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Including a video in your update… 1

Boosts engagement by 74%

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Including a link in your update… 2

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Including a link in your update… 2

Boosts engagement by 84%

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Including a photo or image in your update… 3

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Including a photo or image in your update… 3

Boosts engagement by 147%

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Open with questions

Use “You” to speak to your audience

Direct users with clear call-to-actions

Keep posts under <150 characters

Copywriting Tips

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How to capture leads using updates

five

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Updates for Lead Capture

Awareness

En

gag

em

en

t Hire

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Lead Capture Examples

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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

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Sponsored Updates

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Sponsored Updates

Members can click to follow your company

Sponsored Updates

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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)

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Sponsored Updates for Lead Capture

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Capture candidate details on mobile devices…

https://www.linkedin.com/cap/checkInCandidate/view/236863/151190

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…and link directly to Recruiter

https://www.linkedin.com/cap/checkInCandidate/view/236863/151190

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What does good performance look like

six

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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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You’re ready.

Now get to work!

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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

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Questions?