With over 270 million users and 3 million company pages in over 200 countries can your company or its employees afford not to be using LinkedIn in one way or another to enhance your companies marketing, sales pipeline or recruitment process?
LinkedIn by far holds the top spot of the “world’s largest professional social network” but I feel that it does much more than just networking. Once seen by many as nothing more than a great way to showcase your previous employment history, skills and educational background to your colleagues or potential employers it has now evolved into something quite unique.
8 Core LinkedIn Products:
LinkedIn Sales Solution
LinkedIn Premium Subscription
LinkedIn Job Seeker Premium
LinkedIn Job Posts
LinkedIn Marketing Solutions
LinkedIn Talent Solutions
LinkedIn for Business Development and Sales
From my own personal background of selling hundreds of thousands of euros worth of stock on a weekly basis mainly into Asian markets our company was introduced early to the benefits of using our LinkedIn profiles to reach out to current and potential clients. One of the main objectives for our business and our senior management team was to build a strong trusting relationship with these clients. As face to face meetings where not only expensive and time consuming we found LinkedIn was the ideal platform whereby we could communicate effectively our own personal background showcasing our expertise in our sector and in turn building trust not only with us as individuals but also in the range of products and services we offered as a company to our clients. With the emergence of LinkedIn Groups we found ourselves being exposed to more and more potential business partners and found it to be a great insight into the local market and trading conditions.
Radar Innovations – Business Page
LinkedIn for Brand Awareness
In late 2012 LinkedIn launched a redesign of its company pages feature. This was a vast improvement on its previous version allowing companies to share relevant interesting articles, blog posts, videos, product or service announcements, industry news and special offers. The company page is also a useful tool to position your company as an authority on your specific business sector.
LinkedIn for Recruitment
LinkedIn has also proven itself to aid recruiters in the task of talent acquisition. With LinkedIn Recruiter, Recruiters can now easily search and communicate with potential candidates for their open positions. The recommendations feature also allows the recruiter an additional insight into a particular prospects abilities and previous work experience.
Susan Graye, the Hewlett Packard, Global Staffing Strategic Initiative Manager from the Houston, Texas area says, “she has been part of the LinkedIn network for over three years.”
During that time, she has used the LinkedIn network in a number of different ways to find employees including: searching by employer (current/past), using InMail, purchasing advertising, and networking.
Graye indicates that she has filled jobs from sales to executive level roles using LinkedIn. She thinks LinkedIn, “is a great venue to build and develop long term strategic relationships. It allows us to proactively network and learn on a continual basis.”
Gone are the days when recruiters when hiring had to pay to advertise a vacant role and await the CV’s to arrive in the letter tray or inbox. This puts the power into the recruiter’s hands and allows them to quickly seek out the people who have the listed qualifications and experience required for there open position.
LinkedIn as an advertising platform is something which is often overlooked but with over 270 million users and its reach to specific industries and sectors for anyone selling Business2Business advertising on LinkedIn should be considered as part of there marketing strategy.
Although advertising is expensive in comparison to Facebook and has a far less audience your advert is being targeted towards an engaged audience in your selected target market and can be refined by Location, Company, Job title, School, Skills, Group, gender and Age.
The effectiveness of your Advert can also be measured either with LinkedIn’s own You can track your progress in the LinkedIn ads platform home screen. This will show you a graph mapping your progress.
Paying a hefty price of $90 million LinkedIn needed this feature to get its users engaged and returning to its site for its content. The amount of time spent on the site prior to the addition of this feature would have been limited to a few short visits a week. LinkedIn I am sure are hoping to claw back this price tag with better advertising revenues based on better engagement and return visitor numbers.