1. Connect with Your Follower Base on LinkedIn
Millions of professionals have expressed interest in
learning more about companies by following them on
LinkedIn. A company’s followers represent a
tremendously valuable pool of talent. In fact, over
70% of these members are interested in learning more
about job opportunities.
Company Updates are a powerful and simple way to
engage these followers and build lasting relationships.
They’re also a great way to reach passive candidates
who want to stay connected, but may not be searching
for your jobs proactively. Companies can post updates
right from their Company Page, which will appear in
the network update streams of every follower. These
updates go viral as members like, share and comment
on them.
Introducing Targeted Status Updates
Targeted Status Updates allow companies to deliver
relevant content to a subset of their followers.
Relevance is the key to engagement, particularly
when it comes to passive candidates. With Targeted
Status Updates, you can speak directly to specific
pools of talent with content that resonates with them.
To help you get up and running quickly, here’s our
top 10 tips list for driving success with Targeted
Status Updates.
10 Tips for Engaging Followers with
Targeted Status Updates
1. Personalize your messages to your audience
Drive increased engagement by targeting your status
updates to specific groups of your followers using
LinkedIn’s rich, up-to-date profile data.
For example, you might want to let Software
Engineers know about exciting engineering projects,
or invite followers in London to a local networking
event. For your more general messages, include all
of your followers for maximum reach. Also, include
employees in your status updates. They’re your brand
ambassadors and will share to their networks,
amplifying your message.
LinkedIn
Best Practices
Targeted Status Updates
Hiring Solutions

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How to post a Targeted Update:
• Navigate to the “Overview” tab of your LinkedIn
Company Page.
• Select “Targeted audience” under the “Share with:”
prompt to select your audience.
• Enter your update and attach links as needed.
Note: You must be designated as a Company Page admin
to post updates.
Additional Information
To request more information about LinkedIn’s Recruiting
Solutions, visit http://talent.linkedin.com, or contact your
LinkedIn account representative.
2. Vary your content and think long-term
engagement
Building relationships with passive candidates happens
over time. Nurture your talent community by sharing
interesting content and insights about your company.
Over 70% of followers are interested in job updates,
but they also want to learn more about what your
company is like.
• 60% of members are interested in industry insights
• 53% are interested in company news
3. Encourage your audience to participate
Post status updates that encourage your followers to
interact with your updates. Interactions (e.g., likes,
comments, and shares) drive the amplification of your
updates to your followers’ connections to help extend
your reach.
• Participate in the conversation with follow-up
questions or answers
• Write updates that include clear calls to action
(e.g., like, share, or “Tell us something”)
• Ask questions to spark participation in the
discussion thread
4. Keep it brief and interesting
Make your posts succinct and meaningful. Spice up
your content with links, embedded images, or videos
from YouTube, accompanied by a compelling text
message that’s to the point.
5. Time your status updates
Time the posting of your status updates during
business hours for maximum reach. LinkedIn’s busiest
hours are Monday-Friday, morning and midday.
6. Post regularly and consistently
Post as many status updates as your content supports.
When targeting audiences, be sure to create updates
for all different segments of your talent pool, and
continue to post general updates to all of your
followers.
7. Mix it up
Keep testing the target, content, and strategy. Keep
conversations fresh with different content types
including company news, event announcements, cool
company projects, or high priority hiring needs.
Certain content may resonate more with different
targeting segments. Experiment to learn what works!
8. Plan and organize the editorial execution
Think about assigning multiple Company Page admins
to cover all your priority geographies and functional
areas. Create an editorial calendar so that each
admin can organize their content and the timing of
status updates.
9. Monitor, analyze, and refine
Monitor and analyze individual status update
performance and your follower analytics page to
measure impact and refine your strategy. Pay attention
to the types of content, audiences, and frequency that
drive the most interactions.
10. Cross-promote your employment branding
assets to your followers
Drive followers to your LinkedIn Career Page to learn
more about your employment brand and to see jobs
personalized to them. You can also promote LinkedIn
Groups or other social media pages. Followers join
13X more groups than other members.