As the Grammy’s were trending on Twitter, I came across a tweet that made me laugh out loud. Grantland blogger Brian Phillips (who you can follow @runofplay, if so inclined) tweeted “If I signed into LinkedIn, would everyone be praising the Coldplay performance right now?” While this sarcastic tweet generalized and stereotyped both users of “the world’s largest professional network” and fans of Coldplay, it did make me stop and think about not only who is using LinkedIn, but also how.
For many companies, gathering interaction and followers on Facebook and Twitter is the main focus of their social media strategy, and rightly so. But according to a recent study by HubSpot, LinkedIn generates the highest visitor-to-lead conversion rate – three times higher than both Facebook and Twitter. As the study states, people join LinkedIn to showcase their professional experience and accomplishments. The user is more business-focused, resulting in businesses that target other businesses naturally finding a higher concentration of their target market on LinkedIn than on Facebook or Twitter.
Who is using LinkedIn?
- 50 percent of LinkedIn members are 35 years of age or older
- Companies with 10,000+ employees make up close to 60 percent of those on LinkedIn and 90 percent make up companies with 1,000 employees or more.
The companies LinkedIn users care about the most are:
So, how can you engage potential customers/clients/employees on LinkedIn?
Ensure your company profile is keyword-rich so potential customers, employees and target audiences who are searching the Internet or searching directly on LinkedIn can easily find your company profile. This is key in building your LinkedIn network.
Senior Leadership Profiles
Ninety percent of information in a LinkedIn company page comes from employee personal profiles. Even if the majority of your senior leadership have already created LinkedIn profiles, it’s essential their profile is linked to your company’s profile. These individuals should also make an effort to connect with others on LinkedIn in order to build their network and increase access to potential customers, employees and other target audiences.
This share feature on LinkedIn functions much like a status update on Facebook. By using this function, your company and employees can share company news, product/service offerings, as well as industry articles. It’s also a great way to share video, online newsletters and other multimedia content to stay fresh in the minds of your followers.
Quality Over Quantity
The key for a successful LinkedIn strategy is finding your audience. Having 10,000 followers is no more beneficial than having 10 followers if they’re not the right people – potential customers, employees or other key targets. It is not about the masses; it’s not about huge numbers. It is about reaching your target audience with your message and having them engage with you.
Instead of trying to sell and promote your company, be authentic. Provide your followers with news, tips and other relevant information about your industry. This will provide credibility and go a long way in broadening your audience.
Utilize Recruiting Tools
LinkedIn is one of the most effective online tools for recruiting new employees. As the world’s largest professional network, with more than 150 million members worldwide, you can be sure there are outstanding candidates out there looking for a career. The “Jobs You May Be Interested In” feature will recommend your job posting to the right candidates on LinkedIn. You can also see who’s viewed your job and submitted an application – the customized dashboard tracks views by title, company, region, source and more. Finally, LinkedIn has the technology to identify the best candidates for your job posting based on their profile information.
So, while LinkedIn may not be the best venue to share comments about award shows, it’s definitely an important social network to consider in your business’s social media strategy. Who knows, you may get recognition for your company’s performance on LinkedIn in the future.