Building your followers and your brand

#Staffing #HireOnLinkedIn © 2014 LinkedIn Corporation. All Rights Reserved.

Andrew Linton Media Solutions Consultant

7+ years in recruitment marketing

Focus on marketing strategy and branding

Helping recruiters get the most out of LinkedIn

What we will cover today Agenda

1. Why your brand and followers are important

2. Brand building on LinkedIn

3. Building followers on LinkedIn

4. Keeping your followers engaged

5. 5 things to do today

Building your brand on LinkedIn

Brand is purely an organization, product or service with personality.

Wally Olins

% of the decision to buy is made before

any contact with your business

And think carefully If you were a car, what car would you be?

It’s why you have specialist consultants

8

Core markets and locations

Define specialism by sector or

location

What does each audience want

Base decision on user need

With the right information to the right user at the right time Present your company in the right way

Your biggest brand ambassadors Maximise your employees

Building your followers on LinkedIn

% Followers are 95% more likely to

respond to an InMail

% Members are 61% more likely to share information as a result of

following your company

% 79% of members are interested in job

opportunities from companies they are following

What followers want? Followers on LinkedIn

88%

Would follow a company Follow companies for

jobs

Projects and initiatives

News and insights

68%

61%

79%

It’s a massive thumbs up Generate followers through word of mouth

With targeted advertising Advertise across LinkedIn

Defensive and offensive branding tactics Leverage your employees

Allow users to follow directly Job postings

Such as your email footers and website Use other channels

Keeping your followers engaged

Ask questions You are likely to get 50% more comments

Link to articles Get 45% more engagement with your posts

Top tip and best of lists Increases amplification by 40%

Video is a top performer Video gets 100% more engagement on LinkedIn

Reach your target audience at scale

26

Think about sponsoring updates

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

28

16%

50%

*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees

InMail success rates by brand engagement Telling the right story to your audience

No engagement with your brand

Engaged with your brand*

5 things to do today

To maximise your followers 5 things you can do today

1. Define how you want to portray your business

2. Establish branding foundations

3. Attract users and give them a reason to become followers

4. Keep your audience engaged

5. Measure, analyse and improve

©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.