79% of LinkedIn members are interested in updates on job opportunities from companies they follow, yet many companies don't have a strategy in place to build a foundation of Followers and engage with this group. Take a look at this presentation to give you the first steps to take to build this foundation.

1. Building your followers and your brand
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© 2014 LinkedIn Corporation. All Rights Reserved.

2. Andrew Linton
Media Solutions Consultant

7+ years in recruitment marketing

Focus on marketing strategy and branding

Helping recruiters get the most out of LinkedIn

3. What we will cover today
Agenda
1.
Why your brand and followers are important
2.
Brand building on LinkedIn
3.
Building followers on LinkedIn
4.
Keeping your followers engaged
5.
5 things to do today

4. Building your brand on LinkedIn

5. Brand is purely an organization, product or service with personality.
Wally Olins

6. %
of the decision to buy is made before any contact with your business

7. And think carefully
If you were a car, what car would you be?

8. It’s why you have specialist consultants
8
Core markets and locations

Define specialism by sector or location

What does each audience want

Base decision on user need

9. With the right information to the right user at the right time
Present your company in the right way

10. Your biggest brand ambassadors
Maximise your employees

11. Building your followers on LinkedIn

12. %
Followers are 95% more likely to respond to an InMail

13. %
Members are 61% more likely to share information as a result of following your company

14. %
79% of members are interested in job opportunities from companies they are following

15. What followers want?
Followers on LinkedIn
88%
Would follow a company
Follow companies for jobs
Projects and initiatives
News and insights
68%
61%
79%

16. It’s a massive thumbs up
Generate followers through word of mouth

17. With targeted advertising
Advertise across LinkedIn

18. Defensive and offensive branding tactics
Leverage your employees

19. Allow users to follow directly
Job postings

20. Such as your email footers and website
Use other channels

21. Keeping your followers engaged

22. Ask questions
You are likely to get 50% more comments

23. Link to articles
Get 45% more engagement with your posts

24. Top tip and best of lists
Increases amplification by 40%

25. Video is a top performer
Video gets 100% more engagement on LinkedIn

26. Reach your target audience at scale
26
Think about sponsoring updates

27. Make it simple.
Make it memorable.
Make it inviting to look at.
Make it fun to read.

28. 28
16%
50%
*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees
InMail success rates by brand engagement
Telling the right story to your audience
No engagement with your brand
Engaged with your brand*

29. 5 things to do today

30. To maximise your followers
5 things you can do today
1.
Define how you want to portray your business
2.
Establish branding foundations
3.
Attract users and give them a reason to become followers
4.
Keep your audience engaged
5.
Measure, analyse and improve

31. ©2014 LinkedIn Corporation. All Rights Reserved.