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Followers build and engage

C
Chris_Cherry

Promote your employer brand, build a following and engage with your followers. The LinkedIn follower eco-system offers tangible metrics to measure the success of your employer brand and the means to engage with those following your brand, delivering tailored messages to specific audience segments.

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Marketing Solutions Followers: Build and Engage
88% of LinkedIn members said they would follow companies 2
Your Followers: A valuable pool of talent Engaged talent Long-term Brand evangelists pool relationships 71% 64% 61% of members are interested in of followers would follow of members are more likely to updates on job opportunities companies indefinitely share information as a result from companies they follow of following a company LinkedIn Follower Report, US, January 2012
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What members want to hear
How often members want to receive company updates ~45% of company followers would prefer to get weekly updates Information members want to receive1 New job openings at the company 71% Relevant news articles and insights 68% New project or initiative 61% Base: Respondents who said they would follow at least 1 company (n = 320) & were interested in receiving this specific update Source: Survey of 3 active LinkedIn members in the US and Canada (fielded 10/3/2011)
In your own words, please describe the kinds of company updates that you would be most interested in receiving. Updates that include large strategic & people shifts in the company. New product launches, discoveries of new technologies / partners with technologies. Large, I DON'T want marketing spam, I do unexpected financial changes. High profile talks by want news stories, product key leaders, i.e. CEO, President, CFO, CMO's etc. reviews, people I know leaving or starting there. I like to stay in touch with the industry. New tips- tricks, and people moving around. I want to know when a company launches a new product. I want any financial announcements from a company. Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)
Less is 50 characters or less drives 28% higher More engagement 8
What can you do
Engage and build relationships Deliver regular updates to your followers network update streams NEW 1 2
Grow your talent community Add followers by targeting the right types of professionals Off LinkedIn and On LinkedIn Ed Franklin xyzCo xyzCo Grow Your Career by Following: XYZ.CO XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! Grow Your Career by Following: XYZ.CO XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! LinkedIn internal data, April 2011- February 2012
Establish a Career Page Build your careers hub on LinkedIn 63% Of LinkedIn members expect companies to have a presence on LinkedIn LinkedIn Follower Report, US, January 2012
Measure your impact Detailed follower analytics NEW Track company Segment update followers on engagement targetable metrics dimensions Track new follower acquisition
Key Take Aways...... Why should you care? What can you do? 71% followers interested Add Follower button in career opportunities Communicate 80% of members will Follow up to 6 companies Target/Track

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Followers build and engage

  • 2. 88% of LinkedIn members said they would follow companies 2
  • 3. Your Followers: A valuable pool of talent Engaged talent Long-term Brand evangelists pool relationships 71% 64% 61% of members are interested in of followers would follow of members are more likely to updates on job opportunities companies indefinitely share information as a result from companies they follow of following a company LinkedIn Follower Report, US, January 2012
  • 4. 4
  • 6. How often members want to receive company updates ~45% of company followers would prefer to get weekly updates Information members want to receive1 New job openings at the company 71% Relevant news articles and insights 68% New project or initiative 61% Base: Respondents who said they would follow at least 1 company (n = 320) & were interested in receiving this specific update Source: Survey of 3 active LinkedIn members in the US and Canada (fielded 10/3/2011)
  • 7. In your own words, please describe the kinds of company updates that you would be most interested in receiving. Updates that include large strategic & people shifts in the company. New product launches, discoveries of new technologies / partners with technologies. Large, I DON'T want marketing spam, I do unexpected financial changes. High profile talks by want news stories, product key leaders, i.e. CEO, President, CFO, CMO's etc. reviews, people I know leaving or starting there. I like to stay in touch with the industry. New tips- tricks, and people moving around. I want to know when a company launches a new product. I want any financial announcements from a company. Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)
  • 8. Less is 50 characters or less drives 28% higher More engagement 8
  • 10. Engage and build relationships Deliver regular updates to your followers network update streams NEW 1 2
  • 11. Grow your talent community Add followers by targeting the right types of professionals Off LinkedIn and On LinkedIn Ed Franklin xyzCo xyzCo Grow Your Career by Following: XYZ.CO XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! Grow Your Career by Following: XYZ.CO XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! LinkedIn internal data, April 2011- February 2012
  • 12. Establish a Career Page Build your careers hub on LinkedIn 63% Of LinkedIn members expect companies to have a presence on LinkedIn LinkedIn Follower Report, US, January 2012
  • 13. Measure your impact Detailed follower analytics NEW Track company Segment update followers on engagement targetable metrics dimensions Track new follower acquisition
  • 14. Key Take Aways...... Why should you care? What can you do? 71% followers interested Add Follower button in career opportunities Communicate 80% of members will Follow up to 6 companies Target/Track