Leveraging the Marketing Power of LinkedIn

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Leveraging the Marketing Power of LinkedInFriday, June 6, 14Wednesday, June 11, 2014CONFIDENTIAL#Wednesday, June 11, 20141What kind of LinkedIn User Are You?How many of you have a LinkedIn account?

How many of you think you have a 100% updated profile?

How many of you login to LinkedIn at least 1X per week?

2CONFIDENTIAL#Wednesday, June 11, 2014How is LinkedIn being used?Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusion

Objective 3CONFIDENTIAL#Wednesday, June 11, 2014ObjectiveDetermine how LinkedIn is best suited for your business.1Provide you with the tools to develop an effective LinkedIn campaign and profile.24CONFIDENTIAL#Wednesday, June 11, 2014Visualize Your Network

5CONFIDENTIAL#Wednesday, June 11, 2014Tuesday, June 24, 14CONFIDENTIAL6

CONFIDENTIAL#Wednesday, June 11, 2014ObjectiveHow is LinkedIn being used? Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusion

7Recruiting

Lead Generation

Though Leadership CONFIDENTIAL#Wednesday, June 11, 2014Recruiting Made Easy93% are college graduates, more than the average online adult

46% Following industry discussions

60% of users are in 10+ groups8

LinkedIn users are focused on their careers, allowing you to find the best candidates faster

CONFIDENTIAL#Wednesday, June 11, 2014Searching by current/past company (i.e. competitors) name also allows you to find candidates that are most relevant to your business8Recruiting Made EasyYou can find the best candidates fastereven when they arent openly looking

Stay in touch with former, valued colleagues for potential re-hireSearch for potential employees by past or current employerFor a fee, you can post jobs on LinkedIn to recruit and hire candidatesReach potential employees who are hesitant to publicly put themselves on the market Recruit9CONFIDENTIAL#Wednesday, June 11, 2014Job security certainly isnt what it used to be, meaning many would be job seekers are afraid to search for new jobs

9Post a job from the main menuFollow LinkedIns simple steps to post your job, including the job title, company and location

Include job benefits, but we do not recommend posting exact salary figuresTo post a job, log into your personal LinkedIn account. You must be connected to your companys page to post, although you do not need to be a company adminCertain locations are more expensive than others (ex: Boston is $295/job per month, while Providence is $195/job)10CONFIDENTIAL#Wednesday, June 11, 2014Recruitment Tips

Need to hire quickly?LinkedIn can provide you with instant Profile Matches once job is posted.Want more exposure?Select the Share button on the job posting and send to network, groups and other social media. Encourage other employees to do the same. Plan to post multiple positions and often?Sign up for a Corporate Account. You will need to provide LinkedIn with more specific data before signing up. Do you hire veterans?LinkedIn will post a link to your job posting on the Veterans Job Bank Group.11CONFIDENTIAL#Wednesday, June 11, 2014On Average, LinkedIn job postings get 400 views11LinkedIn Offers Increased Functionality with Upgraded Recruiting AccountsRecruiter Corporate$899.95/monthRecruiter Lite $119.95/monthTalent Basic $49.95/month10 InMails per monthPremium SearchSee whos viewed your profile25 InMails per monthPremium Search & Full Network VisibilityRecruiting Specific Design & Pipeline Management50 InMails per monthPremium Search & Full Visibility (In- and Out-of-Network)Custom Workflow & Team CollaborationIf recruiting is a top priority for your company, an upgraded recruiting account is a worthwhile addition to your existing efforts*Each account level includes all of the features of the level below it, as well as the additional features stated12CONFIDENTIAL#Wednesday, June 11, 2014ObjectiveHow is LinkedIn being used?Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusionRecruiting

Lead Generation

Thought Leadership

13CONFIDENTIAL#Wednesday, June 11, 2014Lead GenerationUsers not only make more money, but decide where money will be spent14

LinkedIn has a visitor-to-conversion rate of 2.74%, which is nearly 3x the rate of Facebook and Twitter45% of LinkedIns members are considered major decision makers for their companies23% Higher household income than the U.S. general population

CONFIDENTIAL#Wednesday, June 11, 2014Lead Generation

Start by providing helpful information before you turn it into a sale Dont try to sell at the very beginning of the conversation

Reach out to people with their interest in mind

Take an indirect approach to gain credibility before you make a pitch15CONFIDENTIAL#Wednesday, June 11, 2014TC: Corrected formatting and punctuation issues. Do we have a source so we can attribute the quote? Chris, this may be another spot for a side comment about thought leadership, knowledge sharing, and demonstrating interests-aligned values. Thoughts?15ObjectiveHow is LinkedIn being used?Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusionRecruiting

Lead Generation

Thought Leadership

16CONFIDENTIAL#Wednesday, June 11, 2014Thought Leadership

Make sure your LinkedIn profile and page represent how you would like to be viewed17

3 out of 4 use LinkedIn to keep up on business news43% Are learning about companies on LinkedInCONFIDENTIAL#Wednesday, June 11, 2014LinkedIn is the top Social Media platform for researching companies: 73% are more confident with the information they find online vs. 355 twitter/Yahoo Groups and 25% Facebook17Thought Leadership

View groups youre currently a member of, search for groups to join, or create a new groupMake a name for yourself by joining groups outside your industry to network with potential clientsCollege Alumni Groups are great ice breakers, even for alumni outside of your current industry but whom could still benefit from your services18CONFIDENTIAL#Wednesday, June 11, 201418Thought Leadership

Maintain your leadership position be keeping active on LinkedInFind out what the competition is doing1Stay ahead of the latest trends2Show your audience that you are in-the-know319CONFIDENTIAL#Wednesday, June 11, 2014How to: Type you industry or a keyword into the top search bar19How is LinkedIn being used?Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusion

Objective 20Create a LinkedIn Profile

Make it Personal

Build Your Recommendations

Show Samples of Your Work

Create a Company Page

CONFIDENTIAL#Wednesday, June 11, 2014#1: Create a LinkedIn ProfileYour LinkedIn profile is an upload of your resume in a digital format. Make sure your LinkedIn profile represents how you would like to be viewed by colleagues, potential employers and potential employees.21

Visit www.linkedin.com to fill out the simple sign-up sheet. You must use a company email address as your primary email (any personal email addresses can be listed as secondary)Follow LinkedIns simple steps to complete your profile, using its guided editing tourCONFIDENTIAL#Wednesday, June 11, 2014It only take a few minutes21How is LinkedIn being used?Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusion

Objective 22Create a LinkedIn Profile

Make it Personal

Build Your Recommendations

Show Samples of Your Work

Create a Company Page

CONFIDENTIAL#Wednesday, June 11, 2014#2: Make it Personal by Customizing your URLS23

Customize your URLs:Click Edit next to the default nameSelect Other in the drop-down menu next to the site nameType the name as you want it to appearCustomized URLs are important to boost organic search results within LinkedIn, and they also increase the chances that prospects will click on your linksCONFIDENTIAL#Wednesday, June 11, 2014#2: Make it Personal by Creating a Vanity URL24Create a URL that identifies with you and your industry

On your profile, click the dropdown next to Edit, then Manage public profile settingsCONFIDENTIAL#Wednesday, June 11, 2014How is LinkedIn being used?Get Started: Simple Actionable IdeasSet Goals to Solidify Your SuccessShould You Pay?Case StudyConclusion

Objective 25Create a LinkedIn Profile

Make it Personal

Build Your Recommendations

Show Samples of Your Work

Create a Company Page

CONFIDENTIAL#Wednesday, June 11, 2014

Remember: Dont Be Shy! Networking success in social media comes from an active, not passive, presence. Reciprocity is key: Recommend others, and they will recommend you.#3: Build Your RecommendationsStandout from the crowd and get instant credibility with LinkedIn recommendations26CONFIDENTIAL#Wednesday, June 11, 201426How to Get Recommendations

Hover over your profile picture to reveal Account & Settings, then clickPrivacy & Settings1In the middle of the Privacy & Settings page, click Manage Your Recommendations2Click Ask to Be Recommended3Fill in the 3 fields on theRecommendation Form427CONFIDENTIAL#Wednesday, June 11, 2014How to Give Recommendations View the persons profile youd like to recommend1Click the dropdown next to Send A Message, then click Recommend2Select what you want to recommend the person as: Colleague, Service Provider, Business Partner, Student3Create your recommendation4

28CONFIDENTIAL#Wednesday, June 11, 2014Endorsements are another way to gain credibilityBecause these are searchable, as many relevant skills as possible should be added (max: