LinkedIn for business

for Business

Your guide to getting started

Table of contents

Introduction

03

01 03

06 Why choose LinkedIn? 34Hire: let the talent economy propel your business

Getting started begins with you 09

14

Market: build relationships with the worlds professionals04 20

02 Sell: engage the worlds decision makers05 28

LinkedIn for Business | 2

01Transforming the way companies hire, market and sellThe world of work has changed.

The Internet has transformed how people communicate, consume information and build relationships.

As a result of this global phenomenon, the way the world works is fundamentally changing:

3URIHVVLRQDOVQHHGWREHPRUHUHVSRQVLYH 7KH\KDYHWRPDNHIDVWHUDQGEHWWHULQIRUPHGdecisions in order to perform in this accelerated EXVLQHVVHQYLURQPHQW

&ULWLFDOEXVLQHVVLQIRUPDWLRQLVIUDJPHQWHGDFURVVDPDVVLYHQXPEHURIGLJLWDOFKDQQHOVLQFOXGLQJonline networking platforms.

7KHUHLVDUDSLGDQGSHUPDQHQWVKLIWLQKRZprofessionals consume and share content.

2QOLQHQHWZRUNLQJVLWHVHQDEOHLQGLYLGXDOVWRFRQQHFWDQGVKDUHLQIRUPDWLRQDQGLQVLJKWVPRUHHIIHFWLYHO\

The future of work is in these networks.

McKinsey Global Institute estimates suggest that by fully implementing social technologies, FRPSDQLHVKDYHDQRSSRUWXQLW\WRUDLVHWKHSURGXFWLYLW\RIinteraction workershigh-skill knowledge workers, including managers and professionalsby 20 to 25 per cent.

20% to 25%

6RXUFH0F.LQVH\DQG&RPSDQ\7KHVRFLDOHFRQRP\8QORFNLQJYDOXHDQGSURGXFWLYLW\through social technologies LinkedIn for Business | 3

01

Enter LinkedInThere is now a single, global community of professionals from which a wealth of new data emerges. LinkedIn is the worlds largest professional network on the Internet with more WKDQPLOOLRQPHPEHUVLQRYHUFRXQWULHVand territories, growing at a rate of about two new members per second. As you read this, millions of professionals are adding information to their profiles, sharing important insights and connecting with each other on LinkedIn.

LinkedIn has accomplished this as a result of the convergence of two key factors:

1. A scalable infrastructure that connects hundreds of millions of people in milliseconds.

2. The increasing importance of online professional EUDQGVIRUERWKLQGLYLGXDOSURIHVVLRQDOVDQGEXVLQHVVHV3URIHVVLRQDOVNQRZWKDWEXLOGLQJWKHLUQHWZRUNVVKDULQJinformation and finding the right experts can transform not only their careers, but also the trajectory of their companies. And thats where LinkedIn is focused: fundamentally transforming the way the world works.


01

Companies that engage on LinkedIn drive relationships and superior results.

2xmore likely to purchase and recommend1

Company Followers

4xEHWWHUYVTwitter and Facebook2

B2B Conversions

50%more likely to purchase from a company they engage with on LinkedIn3

Company Presence

Relationships count PRUHWKDQHYHURelationships matter. They matter online and offline. For companies, relationships mean more WRGD\WKDQWKH\HYHUKDYH

For years, LinkedIn has helped professionals forge mutually beneficial relationships with other professionals thereby enabling them to build EUDQGHTXLW\DQGFRQYHUWWKHLUVRFLDOHIIRUWVLQWRnew business opportunities.

Your employees are some of your organizations PRVWYDOXDEOHHYDQJHOLVWV%\GLVWULEXWLQJUHOHYDQWinformation and news to employees, companies can reduce the friction inherent in traditional communication channels and subsequently increase the likelihood that the right messages are shared with the right audiences at the right time.

6RXUFHV&OLHQW)ROORZHUUHVHDUFKVWXG\LQWKH86+XEVSRWVWXG\RI%%FRPSDQLHVLQ/LQNHG,Q)ROORZHU5HVHDUFK LinkedIn for Business | 5

01Relationships matter, so does context7KHPLQGVHWRIDQLQGLYLGXDOLVYHU\GLIIHUHQWZKHQHQJDJLQJRQDSHUVRQDOQHWZRUNYHUVXVDprofessional network.

3HUVRQDO1HWZRUNV8VHUVDUHORRNLQJIRUFRQWHQWWKDWJLYHVLPPHGLDWHJUDWLFDWLRQVXFKDVFRXSRQVgames or entertainment.

3URIHVVLRQDO1HWZRUNV0HPEHUVZDQWFRQWHQWDQGinformation that will help them work smarter and make better decisions.

3URIHVVLRQDOVW\SLFDOO\HQJDJHLQDFWLYLWLHVIRFXVHGon networking and searching for new opportunities. 7KHVHEHKDYLRUVUHYROYHDURXQGDFKLHYHPHQWhappiness, goals and security.

On a professional network, members build knowledge to strengthen their identity, making them more purposeful and goal oriented in their careers. In this context, people actually expect to UHFHLYHXSGDWHVLQIRUPDWLRQDQGWRROVIURPWKHcompanies and brands that they want to work for or do business with. In fact, theyre 26 percent more likely to want to hear from a company in a SURIHVVLRQDOHQYLURQPHQW

8VHUVKDYH[PRUHWUXVW in LinkedIn than in other networks1

2x

of users keep their professional and personal networks separate

83%

LinkedIn reached 225M members in 2013 and is adding approximately 6M new members per month

6RXUFHV/LQNHG,Q$XGLHQFH6XUYH\'HFHPEHULinkedIn for Business | 6

01

Were on a Mission

To connect the worlds professionals to make them more productive and successful. %\SURYLGLQJSURIHVVLRQDOVZLWKWKHDELOLW\WREXLOGan online identity, share insights and be accessible HYHU\ZKHUH/LQNHG,QLVKHOSLQJSURIHVVLRQDOVQDPHO\\RXUHPSOR\HHVGRWKHLUMREVEHWWHUWKDQHYHUEHIRUH

What does this mean for your business?


01'HOLYHULQJYDOXHThe functions of hiring, marketing and selling are crucial to the success of any enterprise, large or small.

Whether its finding the right talent, securing a warm introduction to a target customer, engaging the right professional with the right brand message or closing the sale, the needs are the same. You KDYHWREHDEOHWR Identify the right person. Engage them with content that is compelling. Spur them to action.

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LinkedIn is not only fundamentally changing how companies find talent, but also how they market DQGVHOOWKHLUSURGXFWVDQGVHUYLFHVWRFXVWRPHUV/LQNHG,QVH[WHQVLYHQHWZRUNRIKXQGUHGVRImillions of professionals, and the graph of how theyre connected to each other, is a critical SODWIRUPWKDWFRPSDQLHVOLNH\RXUVFDQOHYHUDJH WRJURZ\RXUEXVLQHVVLQFUHDVHUHYHQXHVDQG GULYHPRPHQWXP

(QJDJHWKHZRUOGVEHVWSDVVLYHWDOHQW

Hire

(QJDJHPRVWHIIHFWLYHO\ZLWKSURIHVVLRQDOV

Market

Engage the worlds decision makers

Sell


Getting started begins with you

02

02

LinkedIn counts H[HFXWLYHVIURPDOOFortune 500 companies as members

Your employees are brand ambassadors /LQNHG,QSURYLGHV\RXZLWKDQHDV\ZD\WRDFWLYDWHDQGKDUQHVV\RXUPRVWYDOXDEOHLQXHQFHUVDQGHYDQJHOLVWV\RXUHPSOR\HHVZKRDUHincreasingly using and relying on LinkedIn. Your HPSOR\HHVDUH\RXUDPEDVVDGRUVZKRFDQSURYLGHyou with significant opportunities to showcase your brand with potential candidates and customers.

Your employees are conduits who can help your FRPSDQ\YLUDOO\GLVWULEXWHUHOHYDQWDQGYDOXDEOHnews and information to the right audiences. Each time an employee changes their profile or shares an update, members of their network are QRWLHGDQG\RXKDYHWKHRSSRUWXQLW\JHW\RXUbrand messages out to key decision makers and prospects.

%XWLWDOOEHJLQVZLWK

02

A complete LinkedIn profile establishes your professional brand online $ULFKFRPSOHWHSUROHPDNHV\RXDGLVFRYHUDEOHEUDQGRQ/LQNHG,Q%HLQJGLVFRYHUDEOHRQ/LQNHG,QPDNHVLWHDVLHUWRVKDUH\RXUH[SHUWLVHFXOWLYDWHYDOXDEOHUHODWLRQVKLSVJDLQDFWLRQDEOHEXVLQHVVLQVLJKWVDQGEHPRUHSURIHVVLRQDOO\SURGXFWLYH

Today finding the right people, locating the right LQIRUPDWLRQDQGFXOWLYDWLQJWKHULJKWUHODWLRQVKLSVincreasingly occurs online. As the worlds most powerful professional network, LinkedIn is a YHUVDWLOHRQOLQHSODWIRUPWKDWFDQPDNH\RXDQG\RXUFRPSDQ\PRUHFRPSHWLWLYHLQDQRSHQPDUNHW

6KRZFDVHV\RXUSHUVRQDOSURIHVVLRQDOEUDQG +HOSV\RXEXLOG\RXUQHWZRUNDQGJDLQEXVLQHVV

insights

2UJDQL]HVDQGVHFXUHV\RXUSURIHVVLRQDOFRQWDFWV (GXFDWHVFROOHDJXHVDQGFXVWRPHUVDERXW\RXU

qualifications and credentials

0DNHVLWHDVLHUWRFRPPXQLFDWHDQGFROODERUDWHwith your internal and external business contacts

As a valuable professional resource, LinkedIn:


02

Building a strong network Quality is more important than quantity. Your network is an important part of your professional LGHQWLW\'HHSUHODWLRQVKLSVZLWKUHOHYDQWconnections will yield better results than a broad, but shallow network of unrelated connections or distant acquaintances. Keep your network useful and meaningful by connecting with people you know and trust.

Its important to establish rapport with customers and prospects before sending them connection requests. Rapport helps frame your connection requests as natural relationship building rather than a sales tactic.

&RQVLGHUKRZ\RXUHPSOR\HHVDUHFRQQHFWHGon LinkedIn. What is the extent or reach of their QHWZRUNV"'RWKH\KDYHDUREXVWFRQQHFWLRQGHQVLW\"$UHRWKHUVYLHZLQJWKHLUSUROHV"$UHyour employees sharing their business insights? Who are they connected to?

+DYHFORVHUUHODWLRQVKLSV 3URYLGHLQFUHDVHGNQRZOHGJHRZ $OORZIRUIDVWHUDFFHVVWRYDOXDEOHFRQWDFWVIRUEXVLQHVVGHYHORSPHQWRUWDOHQWSLSHOLQLQJ

&ROODERUDWHPRUH +DYHDVWURQJHUYRLFHDVEUDQGDPEDVVDGRUVIRU

your organization

Connected employees:


02

'ULYHWKRXJKWleadership and amplify your HPSOR\HHVYRLFHV%HLQJDFWLYHRQ/LQNHG,QLVLPSRUWDQWLQEXLOGLQJyour network and extending your companys reach. Ensuring your employees keep their /LQNHG,QSUROHVXSWRGDWHDQGUHOHYDQWLVimportant, but so is the content they share since LWDGGVWUHPHQGRXVYDOXHIURPDFRUSRUDWHEUDQGLQJSHUVSHFWLYH

&RQWHQWNHHSVHPSOR\HHVFRQQHFWHGDQGGULYHVengagement with their professional network, LQFOXGLQJFXUUHQWDQGSURVSHFWLYHFXVWRPHUVEncourage your employees to talk about exciting changes in your business, to share industry LQVLJKWVDQGWRSURPRWHWKHHYHQWV\RXKRVWsponsor, or attend.

Fostering a sense of community through your &RPSDQ\3DJHHPSOR\HHSUROHVDQG/LQNHG,QGroups makes strategic business sense. LinkedIn *URXSVLQSDUWLFXODUDUHDQHIIHFWLYHZD\IRUemployees to connect with peers, collaborate with other professionals, and engage potential customers.

Fostering a sense of community


Hire: let the talent economy propel your business

03

03Engage the worlds best SDVVLYH talent Millions of skilled professionals are on LinkedIn DQGSHUFHQWRIWKHPDUHSDVVLYHWDOHQWSHRSOHZKRDUHDOUHDG\ZRUNLQJDQGDUHQWSURDFWLYHO\ORRNLQJIRUWKHLUQH[WRSSRUWXQLW\3DVVLYHcandidates are too busy changing the world within their current positions, so engaging with these top professionals requires a different approach.

LinkedIn can help your recruiting team find and retain the best talent by matching the right person with the right opportunity. LinkedIn empowers organizations like yours to do more with less by unlocking the worlds largest professional network WRGLVFRYHUWKHEHVWWFDQGLGDWHVIRU\RXUSULRULW\roles and to help you build a trusted talent brand. Theres no better way to find quality candidates TXLFNO\DQGPRUHFRVWHIIHFWLYHO\

:LWK/LQNHG,Q7DOHQW6ROXWLRQV\RXOODOVRUHFHLYHreal time access to powerful data, analytic and reporting tools to better understand how you compare to your competitors in your recruiting efforts.

Its not until someone taps a happily employed top performer on the shoulder with a stronger opportunity that they lift their head up from what theyre doing on a day-to-day basis and consider a change.

Jim Schnyder*OREDO3URFHVV7RROV/HDG3HSVL&R


03Talent is essential to organizational success 7DOHQWLVWKHPRVWFULWLFDODVVHWRIDQ\RUJDQL]DWLRQ,WV\RXUFRUSRUDWH'1$:LWK/LQNHG,Q\RXFDQVRXUFHDQGEXLOGUHODWLRQVKLSVZLWKWRSWDOHQWHYHQLIWKH\DUHQWDFWLYHO\ORRNLQJfor new opportunities.

/LQNHG,QVDJVKLS5HFUXLWHUSURGXFWHQDEOHVFRPSDQLHVWRUHFUXLWSDVVLYHWDOHQWDWVFDOHDQGQGWKHLGHDOFDQGLGDWHIURPDPRQJ/LQNHG,QVRYHUPLOOLRQPHPEHUVUHJDUGOHVVRIZKHWKHURUQRWWKH\DUHDFWLYHO\ORRNLQJIRUDQHZUROH

With the most powerful search IXQFWLRQDOLW\DYDLODEOHRQ/LQNHG,QRecruiter, you can expand searches beyond your personal connections to access the entire LinkedIn network. 0DVWHUHYHQWKHWRXJKHVWVHDUFKHVwith powerful filters that help you immediately zero in on ideal candidates.

Expand your reach

&RQWDFWFDQGLGDWHVWKURXJK,Q0DLOp LinkedIns trusted messaging HQYLURQPHQW:RUNPRUHHIFLHQWO\with InMail message templates and one-to-many InMails. Get higher response rates than cold calling and email.

Contact anyone

Build, track, and manage talent you want to hire now or in the future with folders, reminders and smart to do OLVWV6\QFKURQL]HWHDPDFWLYLWLHVZLWKshared projects, searches, profiles, and candidate notes.

Manage your pipeline


037DUJHWUHOHYDQWMREVto best-fit candidates Help your HR team say goodbye to post and pray candidate searches. Imagine if your job postings could do your sourcing for you - with LinkedIn, they can!

/LQNHG,QKDVUHLQYHQWHGZKDWLWPHDQVWRSRVWMREopenings online helping you put the right positions in front of only the right candidates.

:LWKWKH/LQNHG,Q-REV1HWZRUN\RXUHWDSSLQJLQWRthe worlds largest pool of professional talent. 2WKHUMRESRVWLQJVHUYLFHVSURYLGHDFFHVVWRRQO\ SHUFHQWRIWKHZRUNIRUFHWKDWLVDFWLYHO\ORRNLQJ WRPDNHDPRYH

3DVVLYHWDOHQWHPSOR\HHVZKRDUHKDSS\DQGSURGXFWLYHLQWKHLUFXUUHQWMREVPDNHWKHEHVWFDQGLGDWHVDQGWKH\UHSUHVHQWSHUFHQWRIWKHworkforce.

7KHVHSDVVLYHFDQGLGDWHVLQ/LQNHG,QVQHWZRUNrepresent a whole new talent pool. LinkedIn lets you WDUJHWWKHULJKWFDQGLGDWHVDXWRPDWLFDOO\DQGHYHU\LinkedIn profile lets you see their job experience, skills and career goals.

Let your jobs find the best candidates

Eighty percent of professionals are open to MRERSSRUWXQLWLHVEXWQRWDFWLYHO\ORRNLQJ8VH/LQNHG,Q-RE6ORWVWRVKDUHSHUVRQDOL]HGMREVZLWKSURIHVVLRQDOVZKHQWKH\YLVLWWKHLUhomepage, an employee profile, or your careers tab. Automatically target the most UHOHYDQWFDQGLGDWHVXVLQJ/LQNHG,QVPDWFKLQJalgorithms and profile data.

Get top billing for high-priority jobs

'ULYHJUHDWFDQGLGDWHVWR\RXUKLJKSULRULW\roles with a Sponsored Jobs placement. Bid for premium placement of your roles and only SD\ZKHQDFDQGLGDWHFOLFNVWRYLHZ\RXUMRE

Reach the best candidates anywhere

'LVWULEXWH\RXUMREVWRWKRXVDQGVRIRWKHUwebsites and enjoy the same, exact targeting ability you enjoy on LinkedIn with Jobs For You Web Ads.

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03&UHDWHDWDOHQWEUDQGthat appeals to top candidates /LQNHG,QZLOOKHOS\RXGHYHORS\RXUWDOHQWEUDQGDQGestablish why your company is the best place to work. 7KLVLVDNH\DGYDQWDJHJLYHQWKHHUFHFRPSHWLWLRQfor the best and brightest minds on the planet. In this era of increasing transparency, your talent brand is no longer just about recruiting.

&RQVXPHUVDUHPDNLQJSXUFKDVLQJGHFLVLRQVEDVHGon more than the quality of your products and VHUYLFHV1RZWKH\UHLQWHUHVWHGLQWKHFRPSDQ\EHKLQG\RXUSURGXFW\RXUPLVVLRQDQGYLVLRQFXOWXUHDQGYDOXHVZKHUHDQGKRZ\RXVRXUFHSURGXFWVZKDW\RXUHDIIHFWLQJWKHHQYLURQPHQWDQGKRZ\RXJLYHEDFNWR\RXUFRPPXQLW\

These qualities, while historically falling under WKHSXUYLHZRI+5WRFRPPXQLFDWHWRSRWHQWLDOSURVSHFWVDUHQRZDNH\SDUWRI\RXURYHUDOOEUDQGHTXLW\7KLVEULQJV\RXU&02LQWRWKHWDOHQWEUDQGfold, while also putting HR at the center of building your brand. This is where LinkedIn can help you craft your approach.

Show off

&UHDWHDKXEZKHUH\RXFDQWHOODULFKVWRU\DERXWZKR\RXDUHXVLQJLPDJHVYLGHRemployee testimonials, and more. Keep candidates in the loop by encouraging them to follow your company on LinkedIn.

Customize your message

7DLORUWKHH[SHULHQFHWRYLHZHUVZLWKG\QDPLFmessaging, based on their LinkedIn profiles. 1RZ\RXUHKLJKO\UHOHYDQWWR\RXUSULRULW\audiences.

Showcase your most relevant jobs

$XWRPDWLFDOO\VKRZFDVH\RXUPRVWUHOHYDQWMREVWRHDFKYLVLWRURI\RXUFDUHHUVWDE

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A strong employment brand reduces cost per hire by up to 50 percent.Source (slide 4): http://www.slideshare.net/linkedin-talent-solutions/HPSOR\HUEUDQGSOD\ERRNVQHDNSUHYLHZ


03

:LWK/LQNHG,Q6WDQGDUG&KDUWHUHGKDGDIXOOWDOHQWVROXWLRQVSDFNDJHWKDWEROVWHUHGWKHLU&DUHHUV3DJHE\40,000 new followers. They saw a 100 percent increase LQSDJHYLHZVD;LQFUHDVHLQSUROHYLHZV;LQFUHDVHLQMREYLHZVDQG;LQFUHDVHLQMREDSSOLFDWLRQVYHUVXVits competitors. Today, Standards Talent Brand Index score is up 24 percent the highest in Asia.

'HOOKDVUHGXFHGLWVH[WHUQDODQQXDOH[HFXWLYHUHFUXLWLQJVSHQGE\PLOOLRQXVLQJ/LQNHG,Q/LQNHG,QKDVbeen credited as the number one external source for WKLVUHGXFWLRQLPSDFWLQJRYHUKLUHVSHU\HDU,Qfact, employee referral is the number one source of QHZKLUHVWRSHUFHQW1RZ'HOOOHYHUDJHVLWV107,000+ employees for talent branding.

8VLQJ/LQNHG,Q/2UHDOH[SDQGHGLWVUHDFKIRUQHZtalent far beyond the candidates in their database. 7KH\WDFNOHGSDVVLYHFDQGLGDWHUHFUXLWLQJRQDODUJHVFDOH/2UHDOLQFUHDVHGWKHTXDOLW\DQGGLYHUVLW\RIWKHLUFDQGLGDWHVDQGUHDFKHGSURVSHFWLYHKLUHVWKDWZRXOGQRWQRUPDOO\DSSO\GLUHFWO\,QDGGLWLRQWRLPSURYLQJWKHLURZQ/LQNHG,Q&RPSDQ\3DJHDQGLQWXUQEROVWHULQJtheir reputation, LOreal also hired the right people faster by reaching out to them directly.

LinkedIn has helped Banco Itau completely transform the way they search and recruit new employees. One of Brazils largest banks, Banco Itau, has used LinkedIn to reduce time to hire, cut agency costs, and internalize their recruiting function while building market intelligence and gaining credibility with hiring managers.

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Market: build relationships with the worlds professionals

04

04

1RWMXVWFXVWRPHUVrelationshipsLinkedIn builds relationships between brands and the worlds professionals to make them both more successful.

From all across todays increasingly connected digital landscape, LinkedIn has earned the genuine trust of global professionals. Your brand FDQQRZOHYHUDJHWKDWWUXVWWREXLOGUHODWLRQVKLSVDQGDFKLHYHDIXOOUDQJHRIPDUNHWLQJREMHFWLYHVgenerating awareness, building community, LQFUHDVLQJFRQVLGHUDWLRQDQGSUHIHUHQFHGULYLQJWUDIFDQGOHDGVDQGFUHDWLQJDGYRFDF\

Thats because your campaigns will resonate more if theyre targeted to specific professionals with RXUWDUJHWHGDGYHUWLVLQJSURGXFWV

048VHDFFXUDWHtargeting to reach a high quality audience&RPELQLQJPDVVLYHVFDOHZLWKGDWDLQWHJULW\DQGaccurate targeting is the foundation of the LinkedIn social platform.

With LinkedIn Marketing Solutions, you can target our full suite of products to a global population of the most influential, educated, and affluent on the web. LinkedIn enables companies like yours to engage with professionals in unprecedented ways by seniority, functional area, type of company, size of company, geography, as well as who they know in their network, DQGKRZWKH\EHKDYH

LinkedIns targeting is accurate because it draws from DFWXDOSUROHGDWDSURYLGHGDQGFRQWLQXDOO\XSGDWHGby our 225 million members.

In this way, LinkedIn Marketing Solutions helps brand marketers capture the personal in the professional E\OHYHUDJLQJWKHDEVROXWHLQWHJULW\RI/LQNHG,QGDWD

1RZEUDQGVKDYHDSURYHQZD\WRGLUHFWO\WDUJHWIURPwithin the most affluent, influential, and educated audience on the social web.

median household income of a LinkedIn member1

$83K

business decision makers LQWKH862

5M

0HPEHUVKDYH;PRUHEX\LQJSRZHUWKDQDYHUDJHPRUHWKDQthe other top 5 social media sites3

2x

RI/LQNHG,QPRQWKO\YLVLWRUVKDYHa college or graduate degree4

52%

LinkedIns premium audience at a glance:

6RXUFHVFRP6FRUH863ODQ0HWUL[)HEUXDU\FRP6FRUH3ODQ0HWUL['HFHPEHU%XVLQHVVGHFLVLRQPDNHUVZLWK0EXGJHWFRP6FRUH860HGLD0HWUL['DWD6HSWHPEHUFRP6FRUH863ODQ0HWUL['HFHPEHU LinkedIn for Business | 22

043XEOLVKZLWKSXUSRVHWe know that content marketing is an important way for brands to engage with professional audiences. 3URIHVVLRQDOVVHHNRXWLGHDVDQGRSSRUWXQLWLHVIURPthe people and brands they trust. But what does that really mean for your business?

Simply stated, content marketing comes down WRVKDULQJFRQQHFWLQJDQGGLVFRYHULQJZKDWVimportant to your customers and prospects.

But not all audiences are created equal. With our PRUHWKDQPLOOLRQJOREDOSURIHVVLRQDOVDFWLYHO\seeking content in a professional context, LinkedIn LVWKHGHQLWLYHSURIHVVLRQDOSXEOLVKLQJSODWIRUPSharing among a high quality professional audience LVWUXO\XQLTXHWR/LQNHG,Q2XUPHPEHUVUHFHLYHWKHPRVWUHOHYDQWFRQWHQWIURPEUDQGVDQGPRUHthan 1.3 million publishers connected to LinkedIn. Our members then share this compelling content through the network.

We help brands and organizations like yours to LQFUHDVHHQJDJHPHQWE\PD[LPL]LQJUHOHYDQFHZLWKyour audience. Marketers use our data and content marketing solutions to publish tailored content and PHVVDJHVEHVWVXLWHGIRUUHOHYDQWHQJDJHPHQWVAnd they enhance the relationship building with a combination of paid and organic solutions.

2YHUSHUFHQWRImarketers at B2B and %&EUDQGVDUHHQJDJHGin some form of content marketing now.1

85%

6RXUFH&RQWHQW0DUNHWLQJ%HQFKPDUNV1RUWK$PHULFD&RQWHQW0DUNHWLQJ,QVWLWXWH0DUNHWLQJ3URIV LinkedIn for Business | 23

04

Establish a company presenceAs you build relationships with professionals, a FRUHFRQWHQWVROXWLRQLVDJUHDW&RPSDQ\3DJHyour companys home on LinkedIn.

04Extend engagement on and off LinkedinBrands on LinkedIn dont simply tell their stories RQFH7KRVHVWRULHVGULYHRQJRLQJHQJDJHPHQWand brand exposure across the worlds largest professional network.

8QOLNHWUDGLWLRQDOPHGLDYHKLFOHV/LQNHG,QZDVdesigned for social engagement. Once published RQ/LQNHG,Q\RXUFRQWHQWDGYHUWLVLQJDQGexperiences work to reach specific audiences ZLWKUHOHYDQWPHVVDJHV$V\RXUFRPPXQLFDWLRQVPRYHDFURVVWKH/LQNHG,QQHWZRUNWKH\DUHcontinually endorsed and socialized from brand WRSURIHVVLRQDOUHPDLQLQJUHOHYDQWWRFRQQHFWLRQVDQGJURXSVDWHYHU\VWHS

You can also extend the quality traffic of LinkedIn professionals to your own branded sites. (PEHGGLQJ&DOOVWR$FWLRQLQ\RXUFUHDWLYHRQLinkedIn ensures the flow of influential, affluent and educated professionals to your other RQOLQHSURSHUWLHV

04

Analyze and refineSuccess depends on your ability to measure performance and optimize efforts. LinkedIns analytics tools empower your organization to do MXVWWKDWHQVXULQJ\RXKDYHWKHLQVLJKWV\RXQHHGto strengthen your relationships.

Take note: what content drives conversation?

For example, the best way to increase content engagement and amplification is to experiment with different kinds of content. Once you understand what works, you can easily refine your approach. You gain access to statistics (engagement rate, impressions, likes, shares and comments) below each status update 24 hours after each post.

Measuring engagement

$QLPSRUWDQW.H\3HUIRUPDQFH,QGLFDWRU.3,LVDSRVWVengagement rate the ratio of clicks, likes, comments, and shares to total update impressions. This is an important metric for understanding how often members take action on your updates. If you include a link in an update, be sure WRJHQHUDWHLWZLWKDOLQNVKRUWHQLQJVHUYLFHOLNHELWO\RUOw.ly. This way you can keep track of total click-throughs.

Measuring amplification

As you post updates, you can see which subjects and IRUPDWVDUHGULYLQJWKHJUHDWHVWDPSOLFDWLRQDQGUHDFKWith insights into engagement, you understand how often members are amplifying your content. For example, \RXPLJKWQRWLFHWKDW\RXUUHDFKLVKLJKHUZKHQHYHU\RXSRVWDERXW\RXUFRPSDQ\VSKLODQWKURSLFLQLWLDWLYHV7KLVmight tell you that many of your followers are interested in OHDUQLQJPRUHDERXW\RXUFRPSDQ\YDOXHVDQGFXOWXUH


04

6DPVXQJ0RELOHGHYHORSHGDVXFFHVVIXOcampaign on LinkedIn to build relationships with early adopters and influencers with a passion for consumer WHFKQRORJ\8VLQJ/LQNHG,QV&RPSDQ\3DJHDQGVWDWXVXSGDWHV6DPVXQJ0RELOHEXLOWYDOXDEOHUHODWLRQVKLSVZLWKits most desired audiences, acquiring 165,000 new followers and boosting word-of-mouth for its latest products. )LIW\YHSHUFHQWRIWKHVHIROORZHUVfollow Samsung Mobile only on LinkedIn and not on other social platforms.

+3EXLOWD/LQNHG,QIROORZHUFRPPXQLW\RIRYHURQHPLOOLRQSURIHVVLRQDOVFRQVLVWLQJRIPDQ\&OHYHOGHFLVLRQmakers who are highly engaged and DFWLYH7KH\NHHSWKHLUFRPPXQLW\informed with new brand messages, FXVWRPFRQWHQWDQGGLVSOD\DGV+3reaches precise audiences in 15 target markets and their followers are 2.5x PRUHOLNHO\WRUHFRPPHQG+3VROXWLRQV

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Sell: engage the worlds decision makers

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A new generation of sales success LinkedIn helps companies increase sales through relationships and insights. It empowers sales professionals to find the right person, the best path in, and the right thing to say.

A typical sales team gets up to 30% of its leads IURPPDUNHWLQJ7REHVXFFHVVIXOLQGLYLGXDOVDOHVreps need to fill their own pipeline with high-quality prospects.

/LQNHG,QSURYLGHVXQSDUDOOHOHGSURVSHFWLQJcapabilities, enabling sales professionals to TXLFNO\DQGHDVLO\GLVFRYHUGHFLVLRQPDNHUVDQGLQXHQFHUV0RUHRYHUUHDFKLQJWKRVHEX\HUVLVHDVLHUEHFDXVH/LQNHG,Q6DOHV1DYLJDWRUVXUIDFHVLQVLJKWVDQGXQFRYHUVKLGGHQFRQQHFWLRQVWRfind the best and most efficient path to higher quality prospects. By instantly and automatically broadening a sales professionals network to LQFOXGHHYHU\RQHLQWKHFRPSDQ\WHDPVFDQincrease the number of reachable prospects exponentially.

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Identify and engage the best prospects Finding the right person is half the battle, and LinkedIn streamlines that process to make sales WHDPVPRUHVXFFHVVIXODQGKHOSGULYHQHZEXVLQHVVRSSRUWXQLWLHV/LQNHG,QSURYLGHVVDOHVprofessionals with a fast and easy way to identify NH\SURVSHFWV:LWKRYHUPLOOLRQPHPEHUVDQGH[WHQVLYHDGYDQFHGVHDUFKOWHUVKHOSVDOHVpeople simultaneously cast a wide net and pinpoint the right person to talk to.

In addition to searching, sales professionals can DOVROHYHUDJHFXUUHQWDFWLYLWLHVDQGLQVLJKWVWRidentify new prospects. These insights about LQGLYLGXDOVSURYLGHSHUVRQDOFRQWH[WIRUWKHUVWdiscussion with a potential customer.

LinkedIn members are purchasing decision-makers

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Sales is a team sport /LQNHG,QUHYROXWLRQL]HVWHDPVHOOLQJPDNLQJLWDpowerful team sport. Through LinkedIn, a sales WHDPLVWUDQVIRUPHGIURPDFROOHFWLRQRILQGLYLGXDOVOHYHUDJLQJWKHLURZQQHWZRUNVWRDWHDPOHYHUDJLQJDFRPSDQ\ZLGHQHWZRUN7KHSRZHURIFROOHFWLYHnetworks can help teams reach new people and open new doors.

,Q/LQNHG,Q6DOHV1DYLJDWRU7HDP/LQNXQFRYHUVhidden connections to find the best path to higher quality prospects more quickly. By instantly broadening a sales professionals network to LQFOXGHHYHU\RQHLQWKHFRPSDQ\WHDPVFDQexponentially increase the number of reachable SURVSHFWV7KH7HDP/LQN&RQQHFWLRQVVHDUFKOWHU\LHOGVSURVSHFWVZKRKDYHFRQQHFWLRQVWR\RXUteam, helping you focus on the best prospects.

The best reps are not just present in social media, they position themselves as FUHGLEOHDQGLQXHQWLDOVRXUFHVLQFXVWRPHUnetworks.

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The B2B social buyer relies on social media and online communities during the purchase process.

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Effective use of sales intelligence increases revenue productivity per sales rep by 17%.

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Scalable social selling 0LOOLRQVRIVDOHVSURIHVVLRQDOVXVH/LQNHG,QHYHU\day for prospecting and networking, but only /LQNHG,Q6DOHV1DYLJDWRUKHOSVFRPSDQLHVFUHDWHscalable social selling programs. With enterprise WRROVOLNH8VDJH5HSRUWLQJOHDGHUVFDQJDLQYDOXDEOHLQVLJKWVWREXLOGDQGVFDOHDVRFLDOVHOOLQJprogram across their company with confidence.

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Insights Sell with social sales intelligence

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has grown steadily since it was IRXQGHGLQ,WV5HYHQXH3HUIRUPDQFH0DQDJHPHQWVROXWLRQVKHOSFRPSDQLHVXQFRYHUEXVLQHVVinsights that inform marketing and VDOHVVWUDWHJLHV8VLQJ/LQNHG,Q6DOHV1DYLJDWRU(ORTXDKDVLQFUHDVHGFRQYHUVLRQUDWHVRIOHDGVWRVDOHVby 25% and reduced cycle times by GD\V2YHURIUHSVDUHQRZexceeding their quotas.

LinkedIn Sales Navigator is the best tool that our sales team has for our social and target account selling initiative.

Dennis Dresser93RI6DOHV$PHULFDVIRU(ORTXD

6DYRZDQWHGWRJURZits new customer

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LinkedIn Sales Navigator has enabled our sales organization to conduct prospecting faster and more precisely. The net result is a higher quality pipeline, which helps us capture a greater share of our marketplace.

Eric Marcy'LUHFWRU6DOHV'HYHORSPHQWDQG3HUIRUPDQFH7KH6$92*URXS

The industry standard for legal,

HOHFWURQLFVLJQDWXUHV'RFX6LJQneeded to forge deeper connections with key decision makers and enhance prospecting and lead qualification. They selected LinkedIn )RU6DOHVIRUFHDQGKDYHDFFHOHUDWHGlead qualification, profiling, and DFFRXQWGHYHORSPHQW7KHVHDPOHVVintegration between LinkedIn and Salesforce enhances their sales WHDPVNQRZOHGJHE\SURYLGLQJUHDOtime access to companies, profiles, DQGDFWLYLWLHVRI/LQNHG,QPHPEHUV

More than 80 per cent of our reps found important LinkedIn information that they would not have known otherwise because of LinkedIns seamless integration with Salesforce.

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Why choose LinkedIn?

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'ULYLQJVXFFHVVDV\RXKLUH market and sellLinkedIn has already fundamentally changed how companies find talent. As the three FRUHEXVLQHVVIXQFWLRQVRI+LUH0DUNHWDQG6HOOFRQYHUJH/LQNHG,QVFRUHGDWDDVVHWVRImillions of professional profiles and the graph of how they are connected to each other will be a critical tool that helps companies succeed at all of them.

/LQNHG,QLVWKHSODWIRUPWRWUDQVIRUP\RXUEXVLQHVVLQWRDVRFLDOEXVLQHVVWRKHOSGULYHJURZWKDQGSURGXFWLYLW\IRU\RXURUJDQL]DWLRQ/HWXVKHOS\RXUWHDPVXFFHHGLQZD\V\RXQHYHUWKRXJKWSRVVLEOH

Get started today at www.linkedin.com.


List all jobs on LinkedIn to maximize strong talent brand

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Maximize recruiters using LinkedIn to find and engage WKHEHVWSDVVLYHWDOHQW

Hire

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A checklist to get you started today

Brand, connect and engage your employees profiles

%XLOGDURFNVWDU/LQNHG,Q&RPSDQ\3DJHDVWKHEDVLVIRUyour community (see the company page guide book)

Build your presence

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Amplify

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Encourage sales reps to continue to grow their professional network and build their professional brand

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Gather and contribute insights

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Want more?&KHFNRXWVRPHRIWKHVHDGGLWLRQDOUHVRXUFHV

Top tips to establish a rock star profile. http://learn.linkedin.com/employeeprofile/index.html

'RZQORDGWKH/LQNHG,Q&RPSDQ\3DJH*XLGH, which includes 5 Steps to engaging followers.

Sales solutions information. http://sales.linkedin.com

'RZQORDGWKH/LQNHG,QEmployer Brand 3OD\ERRN for the 5 steps to crafting a highly social talent brand.

7LSVWRHQJDJHSDVVLYHWDOHQW KWWSWDOHQWOLQNHGLQFRPSDVVLYHWDOHQW 10tips.html


So, thats it! Ready to get started? Great!

Go to www.linkedin.com to begin your journey today.

And remember were always here to help!

LinkedIn for business

Social Media

Transcript of LinkedIn for business