LinkedIn is a fast-growing professional networking site that allows members to create business contacts, search for jobs, and find potential clients. Individuals have the ability to create their own professional profile that can be viewed by others in their network, and also view the profiles of their own contacts.
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LinkedIn was founded in California and launched in 2003 by Reid Hoffman. Its Headquarter is located in the state of California (U.S). The site is present in over 200 countries all over the world with the US representing the largest number of users. According to Quantcast, the US monthly traffic was a little above 37 Million for August 2015. In the second quarter of 2015, LinkedIn reported 380 million members on its portal.
Nowadays there are many platforms where companies can advertise, be present online, try to generate leads and enable brand recognition. What distinguishes LinkedIn from others social platforms such as Facebook or Twitter?
Twitter users are mostly professionals who are focusing on their careers and searching business products or job opportunities. However, Facebook users spend their time looking for updates about their friends and playing games. Thus, targeting customers or business partners is much easier on LinkedIn.
Besides having so many business-centric features, LinkedIn has 3X higher visitor-to-lead conversion ratio than Facebook or Twitter.
There are 4 million Businesses having a dedicated page on LinkedIn. 57 % of the companies in the US have a LinkedIn Business page and 94% of B2B marketers in North America are using LinkedIn to distribute content.
42 % of businesses on LinkedIn have used the portal to build new relationships with individuals who may become potential customers.
For a small business, it is crucial to have a LinkedIn page, since most of them don’t have the funds for their SEO and SEM strategies on Google. Therefore, their websites do not appear among the first three results of a Google search. LinkedIn makes your page appear in the top 3 results if someone types your company's name in the search bar.
LinkedIn is all about professionals searching for the right product or service. It has an Advanced Search feature that enables you to target the right audience by filtering your search according to a variety of parameters ranging from location to functional area.
Besides, sponsored Inmails helps you reach your target audience by delivering a message directly to their Inboxes.
It doesn’t take a genius to interpret the statistics and realize that LinkedIn is one of the most important digital marketing portals for companies. Let’s have a look at the features.
The landing company page looks very professional and gives basic information about the company. It also provides its industry, its foundation date, the location of its Headquarters located and a link to the company's website.Now that’s all very basic. Isn’t it? Here is what makes LinkedIn company page special. It shows how many employees of the company are on LinkedIn and how they are connected with you. It makes contacting a specific person of the company a cakewalk. There is a career tab on the right side portraying the company's jobs availability. Therefore, you can search for jobs and contact employees to ask for advice. All those services are accessible from the same page. You can exhibit pages related to the company, create groups around a particular topic and feature them on your company page. Creating groups gives you a different style of engaging visitors since groups can be based on a particular product or service and does not need to be related to the company. You can monitor latest trends and gain important feedback from consumers. Besides, group analytics give you a seniority level breakdown of the members of your group and also the industry and functional area to which most of the members belong. It helps you make quick participation decisions.
Individual post tracking gives you information about each update, how many impressions it got, clicks and how many followers were acquired for a particular post and the percentage of engagement.
Basic statistics about the members seniority levels, functional areas and locations are summarized on the main page, which enables you to track the demographics in your members list.
A Growth Summary provides you with the growth percentage, new members acquired in the past week and week-on-week growth rate. It helps you understand what updates or activities drove growth the most and accordingly fine tune your strategies.
Additionally, graphs are available on engagement levels, and impressions that are segregated by sponsored and organic tabs. Hence, you can differentiate between genuine engagement and sponsored engagement.Analytics for profile views and page views are also available. The viewers are segregated into relevant categories and actions taken to improve views are taken into account and their results mapped into a graph as shown above. It also has an inbuilt analytics page that is updated real time with information about every update. Follower demographic and follower trends enable you to track the number and type of followers over a specific period. It can help you rapidly find the reasons behind an increase in a particular class of followers and whether your page is attracting the desired type of people. For example, I was looking to generate the lead for my financial services business and to attract small and medium business owners based in India. I had about 100 followers after a couple of weeks, and then, I realized they were mostly people working for banks or friends who I barely knew. Therefore, it has shown me that none of my 100 followers was what I wanted which enabled me to rethink my strategy to attract the right segment.
LinkedIn Job Slots is a Job Posting Tool that helps recruiters fill out job postings and target them depending on their requirements.
LinkedIn works with US ads posts and ads on profiles of relevant candidates notifying them about opportunities in your organisation and keeping them updated. It is a subtle way to attract candidates without overloading them with information. An example is provided below
It is a comprehensive page with all relevant career information about your company. It has a dynamically adapting message based on the viewer profile, which you can program accordingly. Open job opportunities and a short company culture video are displayed on the right providing all the information a candidate needs to apply on a single page and in an attractive manner.
Thus, LinkedIn is a must in today’s digital age for your company. It is not only useful to garner the attention of the external environment but also to connect the employees internally. In fact, employees can also follow the company page and post information, which makes LinkedIn a free and easy knowledge sharing system that creates engagement within and outside the organization.
Cloudswave Score for Linkedin Business
Rating based on 24 Critic Reviews
Joe Walton, on GetApp
Makes it very, very easy to connect and stay in touch with colleagues and old classmates. Also a fantastic tool for staying up to date with what's happening within your industry and amongst your influencers.
Pros : - Encourages engagement - Easy and intuitive - Free for basic use
Cons : Slightly less functionality than available on desktop
Martin Plumlee, on Reviews
Networking is LinkedIn's core competency, and their superb execution on that feature trumps shortcomings in other more traditional features you might see from other job search sites.
Jill Duffy, on Pc Mag
LinkedIn is the most important cross-industry professional network around, despite some gripes most people have with the interface or service. Everyone serious about their career should have an account.
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