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Engage your audience:
How to get people to interact with your business online
Part 2 of 3 in the Build, Engage, Recruit Se...
airwin@linkedin.com
Agenda
1. Overview of Build, Engage, Recruit
2. Quick recap of ‘Build your followers’
3. Branding starts with you
4. Sayin...
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...
7
5 techniques to build your followers
• Generate followers through word of mouth.
• Advertise with Employee Profile Ads.
...
Engage your target audience
It starts with you
9
10
11
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
compa...
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 ...
18
19
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 ...
24
Social media, social selling and content
marketing is not just your job…
everyone in your business needs to be
involved.
Views Actions
Business
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 s...
Posting updates
Where do you begin?
29
Creating a content calendar
What can we create?
(white papers, salary surveys)
What can we share?
(...
Download our Recruitment Video Playbook
30
On a tight budget?
Download the playbook here: http://linkd.in/1wUGSY3
31
Test your updates
32
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
33
Select your images
Right content, right time, right person
34
Define your target audience
What works?
5 status updates we love
35
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
38
Get personal
Link to articles – this gets 45% more engagement
39
Share articles and tips
Lead with statistics and images with numbers to help drive clicks
40
Make your updates stand out
Extend your reach
42
Get in front of a broader audience
Your followers, fans, members,
and connections will see your
content.
They may sprea...
43
Sponsored Updates
Desktop click-through
rates on LinkedIn are
10x as high as
traditional display ads.
Content generates...
How do they work?
44
Sponsored Updates
Views Actions Business
outcomes
1 2 3
Don’t forget to attend session 3
46
Build, Engage, Recruit Series
Recruit more effectively
Presented by Alex Rossberg
Marc...
5 things to do today
1. Check out your profile and those of your colleagues.
2. Determine your target audience - who are y...
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Attract the Right Followers | Build, Engage, Recruit Webcast (Part2)

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LinkedIn Company Page followers are crucial to your firm's success. Learn what followers want from company pages, how to generate awareness across key industries and how to effectively attract the right followers for your business.

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Attract the Right Followers | Build, Engage, Recruit Webcast (Part2)

  1. 1. Engage your audience: How to get people to interact with your business online Part 2 of 3 in the Build, Engage, Recruit Series
  2. 2. airwin@linkedin.com
  3. 3. 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. 4. 4 An effective and efficient strategy to get the most from social media Build, Engage, Recruit Build Engage Recruit + =
  5. 5. Build your followers
  6. 6. 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. 7. 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.
  8. 8. Engage your target audience
  9. 9. It starts with you 9
  10. 10. 10
  11. 11. 11
  12. 12. Say the right thing at the right time to the right people
  13. 13. How can you do this? LinkedIn Career Pages
  14. 14. 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. 15. 15 Take it one step further…
  16. 16. Introduction to content marketing 16
  17. 17. 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.
  18. 18. 18
  19. 19. 19 Engage, Educate, Convert.
  20. 20. Companies who post at least 1 status update / week on LinkedIn…
  21. 21. Get 40% more views to their LinkedIn job postings.
  22. 22. and 25% more ‘apply’ clicks Than companies who don’t post status updates
  23. 23. 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 23
  24. 24. 24 Social media, social selling and content marketing is not just your job… everyone in your business needs to be involved.
  25. 25. Views Actions Business outcomes 1 2 3
  26. 26. 26 “You cannot bore people into buying.” - Ogilvy
  27. 27. 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.
  28. 28. Posting updates
  29. 29. 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?
  30. 30. Download our Recruitment Video Playbook 30 On a tight budget? Download the playbook here: http://linkd.in/1wUGSY3
  31. 31. 31 Test your updates
  32. 32. 32 In the last month, ALL of the top 50 most engaging updates on LinkedIn included either images or videos.
  33. 33. A picture says a thousand words 33 Select your images
  34. 34. Right content, right time, right person 34 Define your target audience
  35. 35. What works? 5 status updates we love 35
  36. 36. Perfect content for active/semi-active candidates 36 Think about your audience
  37. 37. Humor, images, and an understanding of the market = a winner 37 Make people laugh
  38. 38. Great way to introduce the team with a strong image 38 Get personal
  39. 39. Link to articles – this gets 45% more engagement 39 Share articles and tips
  40. 40. Lead with statistics and images with numbers to help drive clicks 40 Make your updates stand out
  41. 41. Extend your reach
  42. 42. 42 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. 43. 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
  44. 44. How do they work? 44 Sponsored Updates
  45. 45. Views Actions Business outcomes 1 2 3
  46. 46. Don’t forget to attend session 3 46 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
  47. 47. 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.

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