Engage your audience: How to get people to interact with your business online

Part 2 of 3 in the Build, Engage, Recruit Series

airwin@linkedin.com

Agenda

1. Overview of Build, Engage, Recruit

2. Quick recap of ‘Build your followers’

3. Branding starts with you

4. Saying the right thing, at the right time, to the right people

5. Introduction to content marketing

6. Posting updates

7. What works on LinkedIn

4

An effective and efficient strategy to get the most from social

media

Build, Engage, Recruit

Build Engage Recruit

+ =

Build your followers

Build your strategy around it

6

Understand what LinkedIn members want from you

88%

Would follow a company

Follow companies

for jobs

Projects and initiatives

News and insights

68%

61%

79%

Source: LinkedIn Research.

7

5 techniques to build your followers

• Generate followers through word of mouth.

• Advertise with Employee Profile Ads.

• Leverage your employees. Think: offense and defense.

• Allow members to follow Job Postings directly.

• Use other channels to promote. Add a follower button to your website.

• Share status updates.

Engage your target audience

It starts with you

9

10

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Say the right thing

at the right time

to the right people

How can you do this? LinkedIn Career Pages

14

5 tips for building a best in class Career Page

1. Use visuals and banners showcasing your employees and distinct

company culture traits.

2. Be succinct in order to keep the viewer interested.

3. Use multimedia elements like videos, photos, SlideShare decks.

4. Let your employees share their experiences.

5. Customize and target your messages to different audiences.

15

Take it one step further…

Introduction to content

marketing

16

17

Content marketing:

Producing information that engages

your target audience to educate and

convert

Success in marketing today is not

based solely on quantity; quality of

engagement is essential.

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Engage, Educate, Convert.

Companies who post at least

1 status update / week on

LinkedIn…

Get 40%more views

to their

LinkedIn job

postings.

and 25%more ‘apply’

clicks

Than companies who

don’t post status updates

Recruiters are becoming marketers.

Marketers are becoming sales people.

"Like it or not, we are all in sales now"-Daniel Pink, To Sell Is Human

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Social media, social selling and content

marketing is not just your job…

everyone in your business needs to be

involved.

Views ActionsBusiness

outcomes

1 2 3

26

“You cannot bore people into buying.”

- Ogilvy

27

Source: Gallo, Carmine. Talk Like Ted.

Good content? Think TED Talks.

1.5m views a day – which is 17 new

views, every second, every day.

Posting updates

Where do you begin?

29

Creating a content calendar

What can we create?

(white papers, salary surveys)

What can we share?

(industry trends)

Who is responsible for what types of content?

When are certain topics more relevant?

Who will be responsible for following up?

Download our Recruitment Video Playbook

30

On a tight budget?

Download the playbook here: http://linkd.in/1wUGSY3

31

Test your updates

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In the last month, ALL of the top 50

most engaging updates on LinkedIn

included either images or videos.

A picture says a thousand words

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Select your images

Right content, right time, right person

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Define your target audience

What works?

5 status updates we love

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Perfect content for active/semi-active candidates

36

Think about your audience

Humor, images, and an understanding of the market = a winner

37

Make people laugh

Great way to introduce the team with a strong image

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Get personal

Link to articles – this gets 45% more engagement

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Share articles and tips

Lead with statistics and images with numbers to help drive clicks

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Make your updates stand out

Extend your reach

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Get in front of a broader audience

Your followers, fans, members,

and connections will see your

content.

They may spread this further

through social amplification if the

content is relevant and

engaging.

To reach a wider audience, or to

push your message out at scale

quickly, consider advertising.Organic

Earned

Paid

43

Sponsored Updates

Desktop click-through

rates on LinkedIn are

10x as high as

traditional display ads.

Content generates 6x

more engagement

than jobs.

One of the most targeted ad products on LinkedIn

How do they work?

44

Sponsored Updates

Views Actions Business

outcomes

1 2 3

Don’t forget to attend session 3

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Build, Engage, Recruit Series

Recruit more effectively

Presented by Alex Rossberg

March 18th at 11:00am PT

Pass along to those who aren’t yet registered for session 3 -http://linkd.in/181MW5b

5 things to do today

1. Check out your profile and those of your colleagues.

2. Determine your target audience - who are you trying to reach?

3. Start posting content to different audiences.

4. Reach outside of your existing followers.

5. Build awareness at scale, engage at scale, and convert at scale.