IntroductionWelcome| 00:00 |
(music playing)
| | 00:04 |
Hi, I'm Richard Colback and welcome to
| | 00:06 |
LinkedIn for Business.
In this course, we'll look at how you and
| | 00:10 |
your company can effectively leverage
LinkedIn's company pages, your employees'
| | 00:14 |
professional profiles, and the
information from its vast database of
| | 00:17 |
potential customers, employees and
partner's profiles.
| | 00:22 |
I'll start by showing you how to set up
your company page.
| | 00:25 |
Then show you how to use your company
page and employees profiles to market,
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advertise, and attract talent to your
business.
| | 00:32 |
We'll see how to create a job post using
the paid job section and the corporate
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recruiter account.
Plus how to select the most appropriate
| | 00:40 |
account level and type for different
employees' functional areas.
| | 00:43 |
Now, let's get started with LinkedIn for
business.
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| Showcase of a company profile page| 00:00 |
Your company page is at the center of
your company's online brand on LinkedIn.
| | 00:05 |
Company pages offer business an effective
way to build relationships with target
| | 00:09 |
audiences, that are a part of the 200
million members and 3 million companies
| | 00:14 |
that have already taken their place on
the platform.
| | 00:17 |
Your company page offers a broad range of
features.
| | 00:19 |
Most prominent on your home page is your
logo and the top image, and these should
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be used to promote your company.
The image can have text, and you can use
| | 00:30 |
this text for tag lines, by lines or
calls to action.
| | 00:35 |
Your company page will be used to share
updates and knowledge to potential
| | 00:39 |
partners, employees and clients.
Updates will also be used to generate
| | 00:44 |
leads with specific calls to action,
driving traffic to your website by a
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marketing office, content and deals.
You'll also be providing background
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information about your company.
Which can include the story behind the
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brand, as well as the standard size,
location, type and industry.
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So get as descriptive as you can as
possible in the small piece of text you have.
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Your company page will also present your
own employees from the perspective of the
| | 01:10 |
person who's viewing the page,
identifying who they may know within the company.
| | 01:16 |
And offering a way to extend their
connection network into your company.
| | 01:19 |
Many of your employees are already on the
platform and have built valuable networks
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of professional connections throughout
your industry.
| | 01:27 |
And these connects are an asset that can
be leveraged to find decision makers and
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create links quickly.
Your job posts and employment brand can
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be posted on a specialized Careers tab.
Jobs can be promoted and supported by
| | 01:41 |
employees throughout their network, as
well as advertised to build awareness
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with the applications for these jobs
managed online.
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The same jobs that are posted on your
careers tab can also be shared on
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Twitter, Facebook and found in Google
searches.
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Your company page will have a Products
and Services tab, which features a large
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clickable banner at the top.
Several versions of this banner may be uploaded.
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And this allows you to create cause to
action for specific events or promotions.
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This tab can be customized to create
multiple versions, allowing you to target
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text and presentation to specific viewer
demographic groups.
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Recommendations also featured highly on
this tab, and are generated from the
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perspective of each person's unique
network.
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Showing the people they're connected to
most closely at the top of the
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recommendation list.
This allows people to not only learn
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about the products that may be most
relevant to them, but also to see how
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many of their own collections have
recommended these products.
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LinkedIn also showcases the profiles of
your staff on your company page.
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On the Home tab, showing how people are
connected.
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And again some details provided on the
Insights tab.
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I then find those who are most
recommended.
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As your company page grows and employees
transition into and out of roles, this
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will also be featured.
Showing where employees came from,
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highlighting your new arrivals and people
with new titles and those that have moved
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on to other jobs.
Visually representing the growth and
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vitality of your employee base.
Further down, LinkedIn will automatically
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list the tops skills and expertise drawn
from the profiles of employees within
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your company.
This builds the specific intellectual
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capital that your brand leverages.
And the recommendations beneath this will
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highlight your best employees as
identified by peers and customers.
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Your company page will become an
essential part of your use of LinkedIn
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for business.
And will require attention and management
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to assure that it is most effective for
you.
| | 03:40 |
During this course, we'll building the
profiles of several companies including
| | 03:44 |
Hansel & Petal, Red 30, KinetEco, and San
Angelico Museum of Contemporary Art.
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And we'll be using these completed
profiles and several personal profiles to
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demonstrate the features of LinkedIn for
business.
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In addition, we'll use the company page
of lynda.com to illustrate some of the
| | 04:02 |
more advanced features that an
established page will offer you.
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To understand how businesses can manage
and use their presence on LinkedIn, we'll
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need to look at it from several different
user perspectives and roles.
| | 04:13 |
To enable this, we'll also being using
the profiles of employees of our four
| | 04:17 |
sample companies with different roles
such as administration versus employees,
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and followers of the company.
To see how they'll perceive and interact
| | 04:25 |
with your company and its online
materials.
| | 04:28 |
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| Overview of the updated interface (New)| 00:00 |
In this section, we'll be providing
training videos, that cover minor updates
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that will impact what you see.
Or new features that do not change the
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overall use you can make of LinkedIn.
When major feature releases or user
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interface changes occur, we'll be updating
the entire course, to adjust and reflect
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these changes.
And to ensure that your ability to learn
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and use LinkedIn remains at the forward
edge of users of this platform.
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| Exploring the new home screen and navigation bar (New)| 00:00 |
LinkedIn recently rolled out a simplified
and streamlined version of its navigation bar.
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This is found at the top of every page and
has also been modified to partially fold
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away as you scroll down or to reappear as
you hover over this location.
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In the top half of the navigation bar is a
logo.
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Clicking on the logo will always bring you
back to the home screen.
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The search bar is now central, and can be
used for any type of search.
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You're not required to select people,
jobs, companies or other, as these results
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will automatically be shown in a list
below.
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Across from this, we now have an icon of
an envelope.
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This is where your new messages will be
shown.
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And by clicking on this, you'll be taken
through to the message section of LinkedIn.
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Next to the message icon is the
Notifications icon.
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By hovering over this, you'll get a
drop-down to show activities around your
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profile, such as new connections or people
who've been viewing your profile.
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The next icon allows you to add
connections.
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And by dropping down you can select to
either enter email addresses or import
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information from Hotmail, Yahoo or Gmail.
Finally, in the top right-hand corner is a
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small picture that's taken from your
profile.
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The drop-down beneath this allows you to
access your account and settings.
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You can sign out from your account, review
tutorials on how to use your account more
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effectively, manage any job postings
you've placed on LinkedIn, manage your
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company page if you're an administrator or
a manager of the company page itself,
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change your languages and review and
adjust your privacy and settings.
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In the bottom half of the navigation bar
is a series of links.
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Starting from the left-hand side, we have
the Home link, which will take you back to
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the home page.
Next to this is a profile drop-down.
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By clicking on the word Profile, you'll be
taken through to your profile.
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And if you wish to edit it, you'll need to
drop down to Edit Profile or select Edit
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Profile from the profile itself.
Across from this is the Network link with
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three drop-down options.
To go into manage your contacts, another
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link to add connections, and one to go in
and find alumni.
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A link's been added specifically for jobs.
And this will bring you into a streamlined
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screen where you can search for jobs.
Or review jobs you may be interested in
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that have been recommended by LinkedIn.
Finally, there's an interests link.
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Clicking on the interests link itself
won't take you to another screen, however
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you can drop down to select Companies,
Groups, or Influences.
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Influences now has a more prominent
placing increasing social activity and communication.
| | 02:43 |
Influences has now been given a more
prominent placement.
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This is in line with Linkedin's policy
toward increasing social activity and
| | 02:50 |
communication amongst its members.
You may have noticed that skills are no
| | 02:55 |
longer directly accessed from the
navigation bar.
| | 02:57 |
You'll now need to find skills by entering
a search term.
| | 03:01 |
And selecting the keyword from the skills
section of the results.
| | 03:06 |
This will take you through to the section
where you can review the definition of
| | 03:09 |
their skill along with related companies,
related locations, and so on.
| | 03:14 |
You could also type in
www.linkedin.com/skills to take you
| | 03:15 |
through to the homepage of skills and
expertise.
| | 03:24 |
This change makes the process a little
longer and is one of the few changes that
| | 03:27 |
has made things more complex.
However, I expect that future updates will
| | 03:31 |
address this.
Finally, some additional options have been
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added to the updates bar, allowing you to
add rich media to updates, either on
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personal pages or company pages as well as
your profiles.
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You can do this by selecting to Attach a
File.
| | 03:47 |
Selecting the file from the desk top or
another location.
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These navigation bar changes, make access
to the site, your settings and personal
| | 03:55 |
updates, simpler and quicker for you to
complete.
| | 03:58 |
The updates in the search bar have also
made searching and reviewing a short list
| | 04:02 |
of results on LinkedIn, from both personal
profiles, as well as groups and companies,
| | 04:06 |
much faster.
| | 04:08 |
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| Exploring the new contacts page (New)| 00:00 |
LinkedIn has recently updated your
connections.
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Your connections and contacts have now
been moved under a new link called Network.
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If we come down and click on the Contacts
link, you'll see that Antonio has been
| | 00:12 |
invited to upgrade to the new system.
Antonio's email domain is not recognized,
| | 00:18 |
and so it can't import the email addresses
directly from that server.
| | 00:22 |
However, it has offered him the option of
import and sync several other accounts,
| | 00:28 |
including his Google, Yahoo, Outlook,
iPhone, CardMunch, Evernote, Tripit and
| | 00:33 |
contact files.
You can select which one of these you wish
| | 00:38 |
to sync, and go through the process to
import the information into LinkedIn.
| | 00:44 |
Once you've done this, the new Contacts
home screen can now display combined
| | 00:48 |
information, including contacts, from a
wide range of contact and calendar databases.
| | 00:53 |
And can present these based upon activity
or other sorted criteria.
| | 00:57 |
For instance, in this case, we're sorting
by recent conversation.
| | 01:00 |
These are the people Antonio has been in
contact most recently.
| | 01:05 |
However, we could also sort by newly
added, alphabetical, company, location, or
| | 01:11 |
people that Antonio has not been in touch
with for some time.
| | 01:16 |
If you've integrated your calendar, and
have upcoming meetings, these will be
| | 01:19 |
shown in the Your Day section.
You'll also receive messages in this
| | 01:23 |
section to alert you of contacts who have
birthdays, of job changes or other
| | 01:28 |
activity that's relevant to you on that
particular day.
| | 01:31 |
The combination of contacts and
connections is shown in the Contacts section.
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Connections are simply those that you have
on LinkedIn itself.
| | 01:39 |
For each of your connections, you can take
several other actions now.
| | 01:44 |
You can tag them, send messages via
LinkedIn, using the internal system or via
| | 01:49 |
email if you've connected an account.
You can also hide contacts to create a
| | 01:54 |
more focused list.
And these contacts will now be moved to
| | 01:58 |
the Hidden section.
Or, you can directly remove connections to
| | 02:02 |
break the link between your profile and
theirs.
| | 02:04 |
On the right-hand side, you can see the
icon.
| | 02:08 |
This indicates that you already have a
LinkedIn connection with the person.
| | 02:11 |
As you add other accounts, other icons
will show up here, such as Gmail, Hotmail,
| | 02:17 |
or Cardmunch.
Once you add the tags, you can then sort
| | 02:20 |
according to these.
For instance, if you have a group of a
| | 02:23 |
connections that are personal, you can
have that as a tag, or you could according
| | 02:27 |
to industry, specific functional area.
You can click and sort according to
| | 02:31 |
companies, titles, or locations.
Locations will bring up a map.
| | 02:38 |
And you can zoom in on this to identify
how many connections you have in this
| | 02:41 |
specific area.
Or select from the list below by clicking
| | 02:47 |
on these links.
You will shortlist the people who are in
| | 02:50 |
that specific area.
As you add a number of different accounts,
| | 02:53 |
you may get a number of contacts that are
described differently in the different databases.
| | 02:58 |
Potential Merges allows you to identify
which of these are the same person and
| | 03:02 |
merge them into one record on LinkedIn
itself.
| | 03:06 |
The way you organize your contacts and how
you tag them is private and can not be
| | 03:10 |
seen by anyone but you.
This allows you to create groups and
| | 03:14 |
rapidly access subsets of your contacts.
However, additional work will be needed to
| | 03:18 |
set these up effectively, especially in
the case of adding tags to your contacts.
| | 03:23 |
However, this allows for detailed
management and communication of your
| | 03:25 |
contacts from one screen.
You can adjust and manage the contact
| | 03:29 |
databases you include in LinkedIn by the
Contacts Setting screen.
| | 03:32 |
You can access this by clicking on the
icon in the top right-hand corner of your
| | 03:36 |
contact screen.
In order to keep your account as up to
| | 03:39 |
date as possible, you should regularly
sync your different accounts and import
| | 03:44 |
your offline contact databases.
Importing contacts from a range of
| | 03:49 |
different sources creates a centralized
directory, and can be used quite
| | 03:52 |
effectively as a simple customer
relationship management system for smaller
| | 03:56 |
scale users.
The key to networking and building a
| | 03:59 |
strong group of contacts is to be engaged
with them in a meaningful way as not all
| | 04:03 |
of your business contacts will be on
LinkedIn itself.
| | 04:06 |
This new integration provides you a way to
enter a professional environment and focus
| | 04:11 |
your communication to your contacts,
regardless of how you entered their
| | 04:14 |
contact details and which platform you
typically use to communicate with them.
| | 04:18 |
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| Using the new search dialog (New)| 00:00 |
The search features of LinkedIn have been
significantly upgraded, providing cleaner
| | 00:04 |
and simpler interfaces from both the basic
search box in the navigation bar and the
| | 00:09 |
advanced people search that can be reached
by clicking this link.
| | 00:13 |
The search bar has also been moved up on
the navigation bar and is now visible on
| | 00:17 |
every screen.
Search terms entered into the search bar
| | 00:21 |
will now be run across all categories
including people, jobs, companies, groups,
| | 00:26 |
and even skills without the need for
selection of these from a drop-down.
| | 00:31 |
For instance, if I enter the word lynda as
my search term, I'll be offered options
| | 00:36 |
including companies, groups.
If I click on search, I'll also get a list
| | 00:40 |
of people who have that name in their
profile.
| | 00:45 |
The drop-down previews allow you to
rapidly move to a specific result if it's
| | 00:48 |
featured, as well as broadening out the
initial possibilities that you'll consider.
| | 00:53 |
If you've run the search, you can also
refine it by selecting from the filters on
| | 00:58 |
the left-hand side of the screen to show
people in your results, jobs, companies,
| | 01:04 |
groups, updates, messages in your inbox
that include that search term, or all
| | 01:10 |
results, which are typically listed
according to your network, with those that
| | 01:15 |
are closest to your network shown at the
top.
| | 01:17 |
You can also filter by relationship for
particular people, by their location,
| | 01:22 |
company, industry, and so on.
Advanced searches can also be run by
| | 01:27 |
clicking on the link in the navigation bar
or on the search screen.
| | 01:31 |
There are two options in the advance
search to search either for people or for jobs.
| | 01:37 |
Other categories are not currently
available.
| | 01:40 |
When viewing connection results there will
be a button and drop-down on the right
| | 01:44 |
hand side of the screen to direct your
message, view connections, share the
| | 01:48 |
profile, or find references.
If you click on the View Connections
| | 01:52 |
button, you'll be taken through to a list
of all of the person's connections.
| | 01:57 |
If there are people within this network
that you're not already connected to,
| | 02:01 |
you'll also be offered the option to
connect to them.
| | 02:03 |
And remember to always personalize
connection requests.
| | 02:06 |
Depending on which level of account you
have, you may also have the option to find
| | 02:11 |
references for a person.
When you click on this link, it'll take
| | 02:15 |
you through to a reference search results
screen, which lists the jobs that they
| | 02:18 |
have in their profile.
And other people within your network who
| | 02:21 |
may potentially be able to give you a
reference for that person.
| | 02:24 |
These people may not be directly connected
but can act as referees, providing you
| | 02:29 |
with further background on that particular
person.
| | 02:31 |
This relies on you having a large enough
network to include people who have worked
| | 02:35 |
in the same companies.
A larger network will, therefore, offer
| | 02:38 |
more options for references.
If we come down and look for some second
| | 02:43 |
level connections, we can also do a few
additional things with these people.
| | 02:48 |
We can connect from the screen by clicking
on the connect button.
| | 02:51 |
And once again, personalize the
invitation.
| | 02:56 |
We can save the profile.
Add it into a profile organizer which can
| | 03:00 |
now be accessed via Contacts in the Save
section.
| | 03:03 |
We can get introduced through people that
we mutually know.
| | 03:07 |
We can send an email message or once again
share and find references.
| | 03:11 |
Most of the focus on search is still on
finding the right people to help you in
| | 03:15 |
your career or business.
So the filters and the ability to sort and
| | 03:19 |
interact are much greater for this
category of results than any other.
| | 03:24 |
The newer layout allows access to overview
your connections networks if they've left
| | 03:28 |
them open.
And this feature alone provides a great
| | 03:31 |
potential tool for building your network
out from a few key initial people, based
| | 03:35 |
on your contacts at specific focused
companies, geographies, or industries.
| | 03:40 |
I found that building a network based on
an initial trusted set of connections is
| | 03:44 |
faster and more powerful than having
connections without prior relationships.
| | 03:49 |
This, however, relies on building a high
quality network rather than a vast
| | 03:53 |
quantity of connections with whom you have
no direct relationship.
| | 03:57 |
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|
|
1. Introducing LinkedInWhat is LinkedIn?| 00:00 |
As a professional business network
Linkedin attracts four main sets of users.
| | 00:05 |
Businesses seeking partners, business to
business, businesses building an online
| | 00:10 |
brand and relationships with clients
either business to business or business
| | 00:14 |
to consumers.
Businesses seeking employees, businesses
| | 00:18 |
to individuals or those individuals
seeking employment.
| | 00:22 |
Linkedin has three million pages
representing companies.
| | 00:26 |
And over 200 million individual members
who make up the employees of those
| | 00:29 |
companies, in the world's largest online
business networking platform.
| | 00:34 |
Those 200 million members come from over
200 countries and territories.
| | 00:39 |
About 50 million of those members come
from Europe, Middle East and Africa.
| | 00:44 |
At the moment around 40 million of those
members are from Europe itself, and
| | 00:47 |
another 35 million of those members from
Asia and the specific.
| | 00:52 |
However, the most dominant is still the
United States, with about 74 million
| | 00:56 |
members coming from that country alone.
Because of the wealth of information on
| | 01:01 |
linkedin, the platform is being used
heavily for research by individuals
| | 01:06 |
looking for information about companies.
Most of this information is in the
| | 01:09 |
company pages, within the jobs, products,
and services sections.
| | 01:14 |
But people also look at the employees of
these companies to gather further
| | 01:18 |
background about the talent brand and
corporate culture of the companies.
| | 01:22 |
On the other side, sales teams within
these companies research potential
| | 01:26 |
customers and competitors, as well as
placing adverts to capture the attention
| | 01:31 |
of other businesses or consumers,
depending on the products and services.
| | 01:33 |
To service this global membership base,
Linkedin has established itself in
| | 01:39 |
multiple languages, and profiles can be
translated and uploaded in multiple
| | 01:44 |
languages, with 19 languages currently
available.
| | 01:48 |
In addition to the personal profiles and
company pages Linkedin also hosts more
| | 01:53 |
than 1.6 million groups, and these
attract posts and contributions from a
| | 01:58 |
largely professional focused membership
base.
| | 02:01 |
This is another source for jobs and
information about companies and the
| | 02:05 |
backgrounds for the people who work
within them.
| | 02:07 |
LinkedIn is used by the whole spectrum of
business owners; from small individual
| | 02:12 |
entrepreneurs all the way up to Fortune
500 companies.
| | 02:16 |
At the top end, Linkedin is being used by
the executives of all the 2012 Fortune
| | 02:21 |
500 companies.
And as a recruitment solution, the
| | 02:24 |
Corporate Talent Solutions platform is
being used by 85 of the Fortune 100 companies.
| | 02:31 |
Social platforms are particularly
attractive to the younger demographic and
| | 02:34 |
there are now over 20,000,000 students
and recent college graduates on Linkedin.
| | 02:38 |
This is Linkedin's fastest growing
demographic.
| | 02:43 |
As with many other social platforms
Linkedin is also expanding rapidly
| | 02:47 |
outside the core webstie.
With more than 75,000 developers using
| | 02:51 |
Linkedin API's to create innovative tools
and services for professionals.
| | 02:56 |
For instance, there are more than 1.3
million unique publishers actively using
| | 03:00 |
the Linkedin share button on their sites
to send content into their Linkedin platform.
| | 03:06 |
And as access and use of mobile devices
increasingly becomes a way in which
| | 03:10 |
people interact with the internet
Linkedin is also finding a quarter of the
| | 03:14 |
unique visiting members come through
mobile apps.
| | 03:17 |
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| Understanding how large and small businesses use LinkedIn| 00:00 |
LinkedIn is used by a broad variety of
businesses, ranging from single
| | 00:05 |
entrepreneurs to Fortune 500 companies.
These companies use LinkedIn in slightly
| | 00:10 |
different ways to achieve the desired
results.
| | 00:14 |
Taking a look at a large corporation
versus a small corporation, we'll start
| | 00:19 |
with one of our sample companies,
KinetEco.
| | 00:22 |
Larger companies seek to effectively
leverage their company pages for
| | 00:25 |
corporate PR, aiming their updates and
posts at specific geographies,
| | 00:29 |
demographics, and industries, with highly
targeted focusing, or providing updates
| | 00:34 |
to all the company page followers in the
form of text or visuals that are highly appealing.
| | 00:40 |
They'll seek to promote products and
services, and gain credibility within
| | 00:43 |
people's personal networks by
recommendations and endorsements.
| | 00:48 |
Larger companies may also identify
internal experts by searching through
| | 00:52 |
employees' profiles to seek out specific
skills and experience that these people
| | 00:56 |
have either within their current roles or
prior positions.
| | 01:00 |
Larger companies, in a growing phase, may
also be seeking to recruit external
| | 01:04 |
candidates for jobs via postings on the
Careers tab.
| | 01:07 |
To illustrate this, we've gone to
lynda.com which currently has a number of
| | 01:11 |
roles open.
The sales team, within larger companies,
| | 01:14 |
may also identify and engage with key
decision makers at other companies.
| | 01:19 |
For B to B business development or
collaborative partnerships.
| | 01:22 |
By searching for people within these
companies, using the Advanced Search
| | 01:26 |
features, larger companies will also be
building their human capital branding by
| | 01:31 |
the display of the profiles of their
employees on their company page.
| | 01:36 |
The Groups section of LinkedIn is used by
multiple different departments within
| | 01:40 |
most companies.
Including the HR departments to identity
| | 01:43 |
key sector experts and business
development or researching development
| | 01:47 |
groups to evaluate innovative approaches
and the needs from customer bases.
| | 01:52 |
In larger companies, it's recommended to
allocate responsibility for monitoring of
| | 01:56 |
the updates and communications within
groups to a number of different people,
| | 02:00 |
so these different perspectives and
implementation can be leveraged effectively.
| | 02:05 |
Due to the broad range of profiles that
may be attached to a company's page and
| | 02:09 |
brand, it's also recommended to build
awareness of platform guidelines.
| | 02:14 |
In most cases, these guidelines are
covered in a corporate social media
| | 02:17 |
policy, and we'll be covering this later
in the course.
| | 02:21 |
Smaller businesses, such as Hansel &
Petal, which is another one of our sample
| | 02:25 |
companies, need to be able to acess a
broad array of skills and inputs in order
| | 02:29 |
to find solutions to the unique
combinations of challenges they tackle.
| | 02:32 |
And LinkedIn is an ideal platform for
identifying external experts with
| | 02:37 |
experience and solutions in these many
areas.
| | 02:40 |
Particular sections of LinkedIn that are
relevant to small or medium sized
| | 02:44 |
businesses include the personal team
profiles where their work experience is
| | 02:49 |
used for building credibility with
clients or funding sources.
| | 02:52 |
Particular sections of LinkedIn of
relevance to small and medium sized
| | 02:56 |
businesses include the team personal
profiles where the individual work
| | 03:01 |
experiences from employees are useful for
building the credibility of the company
| | 03:05 |
with clients or funding sources, as well
as the network of contacts that these
| | 03:09 |
individual employees build up to
establish professional links to other businesses.
| | 03:14 |
The use of the website's links to drive
traffic and build linkability to the core
| | 03:19 |
website, the use of the company page to
showcase products and services, brief
| | 03:27 |
updates to build a brand, and once again
the insights which lists the team members
| | 03:33 |
and show cases their talents.
Small businesses may also use Groups to
| | 03:38 |
identify talented individuals who may be
available for full time or contract work
| | 03:42 |
in areas where they have a need.
The relative ease of use and low or no
| | 03:46 |
cost to this vast database of people.
By carefully selecting groups you may
| | 03:51 |
also be able to access a core demographic
of experienced and affluent members.
| | 03:56 |
Which also makes LinkedIn a valuable
network for gaining the attention and
| | 03:58 |
support of investors and potential
clients.
| | 04:01 |
LinkedIn is a very easily scalable
platform and as businesses grow from
| | 04:06 |
small scale to larger scale, they may
transition from the free accounts through
| | 04:10 |
to the paid accounts with more advanced
features accessible by teams.
| | 04:15 |
In the early stages, the Premium accounts
such as an Executive account are about as
| | 04:20 |
high as the majority of people will need
to go.
| | 04:22 |
Later in the course, we'll evaluate some
of the team accounts, including sales
| | 04:27 |
navigator accounts and some of the talent
solution accounts, which are more
| | 04:30 |
appropriate to the larger companies.
| | 04:32 |
| | Collapse this transcript |
| Understanding how consultants and nonprofits use LinkedIn| 00:00 |
Linkedin is an ideal business platform
for consultants and nonprofits who rely
| | 00:05 |
strongly on professional networks of
people to succeed in their business.
| | 00:08 |
In addition, for consultants, the main
asset they use to bring value to their
| | 00:13 |
clients is their internal team knowledge
or their connections to those who have
| | 00:17 |
relevant knowledge within their client's
industry.
| | 00:19 |
Linkedin provides opportunities, and
functionality that works very well for
| | 00:23 |
both of these and depends heavily on the
use of personal business profiles from
| | 00:27 |
the team members in addition to the
company page.
| | 00:32 |
Taking a look at a sample profile from a
graphic designer operating the role of a
| | 00:37 |
consultant in his field.
There are several sections of this
| | 00:40 |
profile that should be leveraged for
business purposes.
| | 00:45 |
The update section, where activity can be
shared, should be used to publish links
| | 00:48 |
to portfolios of work on branded
consulting websites, as well as creating
| | 00:53 |
a professional gallery to demonstrate
creativity, work style, and results.
| | 00:59 |
By connecting to key people within client
companies, gaining recommendations from
| | 01:03 |
them, listing those companies in your
profile and identifying focus industries,
| | 01:09 |
you can indicate and validate your
specific areas of expertise.
| | 01:13 |
These can also be demonstrated in the
Skills and Expertise section, where your
| | 01:17 |
skills are listed in a compact format.
And you can be endorsed by people in your network.
| | 01:24 |
Each of the people who provides an
endorsement for a specific skill, will
| | 01:27 |
also have a link to their profile
attached.
| | 01:32 |
Groups can be joined and led to build
brand awareness and relevence in industries.
| | 01:36 |
And the selection of these groups should
be aligned with yoru industry selection
| | 01:40 |
and use of keywords elsewhere in your
profile.
| | 01:43 |
In the case of consultants, personal
profiles are a critical part of the
| | 01:47 |
brand, and should always feature links
back to the consulting website in the
| | 01:50 |
contact information.
Personalized URL's which can be used in
| | 01:55 |
email signatures; contain contacts of a
very high caliber; and be validated with
| | 02:00 |
recommendations and endorsements from
appropriate industries and levels.
| | 02:03 |
One word of caution regarding the
connections of consultants.
| | 02:08 |
Due to confidentiality, consultants may
be required to close the visability of
| | 02:12 |
their contacts to protect the privacy of
their clients and reduce visibility to
| | 02:17 |
strategic alliances and networks of
businesses.
| | 02:22 |
Consultants should leverage the visual
aspects of a company page in particular.
| | 02:27 |
To build product awareness through the
services tabs, to gather product
| | 02:31 |
recommendations, to showcase a key
intellectual capital and to act as a
| | 02:36 |
reference point for recruiting.
Many projects are complex and require a
| | 02:41 |
variety of inputs for successful
completion.
| | 02:43 |
Smaller consulting firms may also need
short-term team members, and can use
| | 02:48 |
Linkedin to seek specific skill sets from
knowledgeable team members who can
| | 02:52 |
participate when scale-up is required.
Linkedin will also be used to research
| | 02:56 |
for potential clients.
By searching for people to add to the
| | 02:59 |
network from target industries and
geographies.
| | 03:02 |
By adding contacts to the network as
they're met, consultants are able to
| | 03:07 |
remain in touch, and leverage the
individual networks of their contacts, to
| | 03:10 |
spread their brand.
As a focused business network, Linkedin
| | 03:13 |
is the ultimate platform for consultants
to build and implement the power of their
| | 03:17 |
knowledge in a way that they can
demonstrate to gain further clients.
| | 03:21 |
Insuring personal profiles are carefully
completed.
| | 03:25 |
Industries carefully selected and
appropriate keywords used works to
| | 03:29 |
support client focus.
Regular assesment of the company page,
| | 03:32 |
followers, and people who viewed your
profile and keywords they've used to find
| | 03:36 |
you are also recommended.
So that you can proactively engage with
| | 03:40 |
people who've have been searching for
your particular skill sets.
| | 03:43 |
Non profits also depend heavily on
networks and should build a transparent
| | 03:47 |
and credible brand that attracts
donations.
| | 03:50 |
They can also use the platform to
demonstrate how effective they've been in
| | 03:54 |
using these funds.
Linkedin is widely used by non profits
| | 03:58 |
for brand development leveraging
individual employees' profiles as well
| | 04:02 |
those with volunteers.
Demonstrating collaboration with other
| | 04:06 |
non profits, participation in leadership
of groups, and recruitment of volunteers
| | 04:11 |
by use of the volunteers and causes
section.
| | 04:14 |
Once again, the individual profiles at
the center of this using the updates
| | 04:18 |
section, backgrounds section and
volunteer experience and causes sections
| | 04:25 |
are particularly important for
non-profits.
| | 04:29 |
By requesting that your volunteers and
supporters include you in the
| | 04:32 |
organizations they support further links
will be created towards the employees of
| | 04:37 |
your company, and greater awareness will
be spread of your company page.
| | 04:42 |
On the updates page, your updates should
be leveraged for fund raising.
| | 04:46 |
These updates will also show up on your
followers pages.
| | 04:50 |
These updates can also be shared by your
supporters, posted to Twitter, or engaged
| | 04:56 |
with comments.
It's also recommended to provide impact
| | 05:00 |
reports on how the funds have been used.
So that the updates don't become a stream
| | 05:04 |
of requests for donations, without any
information being provided back in return.
| | 05:09 |
If you've posted jobs on Linkedin these
will also be featured on your Home tab of
| | 05:13 |
the company page, increasing the
likelihood that you'll find people
| | 05:17 |
already connected in your focus area, who
will rapidly move ahead as part of your team.
| | 05:22 |
Other common uses of Linkedin by
nonprofits include business development,
| | 05:26 |
board recruitment and effectiveness,
strategy management, human resource and
| | 05:31 |
leadership development, project
management, and general administration.
| | 05:36 |
Your combined team will be show cased on
the company page demonstrating their
| | 05:39 |
skill sets to donors.
This also helps you when you're
| | 05:43 |
recruiting a brand, getting referrals
from new donors, connecting to key
| | 05:47 |
influences in donors and target
industries and geographies and building
| | 05:50 |
your follow up base to promote your
content.
| | 05:52 |
Linkedin's combination of business and
personal interests make it an ideal
| | 05:56 |
platform for non-profits wishing to
leverage these key elements in their
| | 05:59 |
financial and broad strategies.
To support nonprofits, Linkedin has
| | 06:03 |
offered specifically designed for them,
ranging from free access to a talent
| | 06:07 |
finder account, to membership of the
board finder group, and discounts on job posts.
| | 06:14 |
More information on this can be found at
nonprofits.linkedin.com.
| | 06:19 |
| | Collapse this transcript |
| LinkedIn sources and uses of data| 00:00 |
Business users of Linkedin are looking
for information about people including
| | 00:04 |
their backgrounds and the companies they
work for.
| | 00:06 |
To ensure that Linkedin remains a
valuable and current source of
| | 00:10 |
information it's developed an extensive
network of data supplies that bring
| | 00:14 |
content into the site that allow people
to add their information from a broad
| | 00:18 |
variety of sources.
Individuals and companies can bring
| | 00:22 |
information into Linkedin by a range of
different processes, including the use of browsers.
| | 00:29 |
In a browser such as Chrome, there are a
number of plug-ins or extensions.
| | 00:33 |
Some of these are officially produced by
Linkedin and some by third parties that
| | 00:37 |
like to rapidly cut and copy content from
other sites.
| | 00:41 |
Posting into your LinkedIn account.
Websites may also have embedded a Share
| | 00:46 |
on Linkedin button into articles or
content that they want to promote for
| | 00:50 |
distribution through that platform.
Information sent into Linkedin is
| | 00:54 |
featured in several places, on individual
profiles, company pages, and in digests,
| | 01:00 |
such as in Linkedin Today.
Linkedin Today organizes links and
| | 01:04 |
content shared on network into a magazine
like format which is organized by topics
| | 01:10 |
and can be edited to ensure that you
receive the most appropriate content.
| | 01:14 |
It's fuelled by active shares on the
Linkedin network and the well read news
| | 01:19 |
and content that has been most interacted
with tends to be featured here.
| | 01:23 |
Initially, you'll see the news relevant
to your industry you've noted in your profile.
| | 01:28 |
You can customize this and follow any
topic of interest to you.
| | 01:34 |
On your home page, you'll have a summary
of the information shared by a stream of
| | 01:38 |
updates posted by your network of
connections.
| | 01:41 |
This can also be edited to focus it, and
updates can be hidden if wanted.
| | 01:46 |
Be aware that as your employees post
updates these can feature throughout the
| | 01:50 |
extended network, not just in the first
degree connections but second degree,
| | 01:54 |
third degree and even via signal with
public updates being searchable by
| | 01:59 |
keyword terms.
The content comes in a variety of sources.
| | 02:03 |
Articles and blogs, posts of information
from websites made using the share
| | 02:07 |
features, images, videos, files, and
documents uploaded to company updates,
| | 02:12 |
career pages, or products and services
sections.
| | 02:15 |
Updates may also be posted from social
media management platforms such as
| | 02:20 |
(UNKNOWN) and as mentioned before,
information shared or updated on one side
| | 02:25 |
of the platform will be updated elsewhere
as well.
| | 02:27 |
For instance, on a company page employees
with new titles are featured at the top
| | 02:32 |
on the Insights tab and former employees
who've changed their title and moved on
| | 02:37 |
to other companies are shown beneath
this.
| | 02:40 |
There's also a summary of top skills and
expertise as well as most recommended.
| | 02:44 |
These are not sections that you as a
company can control.
| | 02:47 |
But they will feature.
So as you hire new people, or have people
| | 02:52 |
leave the company, you should be aware
that their profiles will be featured.
| | 02:56 |
The information is also shared out from
Linkedin.
| | 02:59 |
And open group discussions may include
links to external data or be featured in
| | 03:04 |
browser searches.
Which link back into these groups.
| | 03:07 |
Third-party sites, such as job
distribution platforms, colleges, and RSS
| | 03:12 |
feeds, may also gather information from
Linkedin.
| | 03:16 |
To ensure that you best leverage the
marketing and brand development features
| | 03:19 |
of Linkedin for your business.
You should be aware of the settings and
| | 03:22 |
the flows of information and ensure that
all the information that it will feature
| | 03:26 |
on your company page will be directly
linked to or from it meets your brand
| | 03:30 |
guidelines and standards.
| | 03:32 |
| | Collapse this transcript |
|
|
2. Setting Up a Basic Company PageElements of a company page| 00:00 |
Company pages include several sections of
information, that will influence how your
| | 00:04 |
brand is presented on the platform.
These are seen differently, depending on
| | 00:08 |
whether you're within the company you
work for, or an external company.
| | 00:11 |
To start out, I'm signed in as Antonio,
who works at the San Angelo Museum of
| | 00:18 |
Contemporary Art.
We're going to take a look at the
| | 00:21 |
lynda.com company page.
As Antonio is not an employee, he's
| | 00:26 |
seeing this from the outside.
There are several sections that the
| | 00:29 |
company page contains, such as the logo
and the background image.
| | 00:34 |
These show up on the Homepage, and create
an important first impression.
| | 00:38 |
In particular, the background image can
be used to create a call to action, and
| | 00:43 |
present your company brand to the viewer
for the first time.
| | 00:46 |
Beneath this is the Update section, where
company employees can post information
| | 00:51 |
about activities at the company.
This may include recent job postings, as
| | 00:55 |
well as updates on activity with links
through to external sites.
| | 01:00 |
Beneath the Update selection is a box of
text, which allows you to give some
| | 01:04 |
information about the company background.
A Brief descriptive section, the
| | 01:08 |
selection of specialties, the location of
the headquarters, website and so on.
| | 01:14 |
On the Careers tab of a company page, the
number of options may have been selected.
| | 01:19 |
And there may be a clickable link that
takes you through to an external site, in
| | 01:23 |
this case, through to lynda.com's career
site.
| | 01:27 |
Beneath this, there's the opportunity to
provide some background, on what it's
| | 01:30 |
like to work for the company, including a
description of careers, and a video.
| | 01:35 |
On the right-hand side, there's a link
through to a list of the employees at the
| | 01:39 |
company, who have profiles on LinkedIn,
and beneath this currently open positions
| | 01:44 |
that have been posted on LinkedIn.
The next tab is the Products tab, with a
| | 01:50 |
clickable link that allows you to direct
people through to a web page.
| | 01:54 |
And beneath that a brief descriptions of
the products and services of the company,
| | 02:01 |
as well as a listing of the individual
products and services, and any
| | 02:04 |
recommendations that they've gained so
far.
| | 02:06 |
The final tab, the Insights tab, is a
section that's automatically aggregated,
| | 02:13 |
based on information elsewhere on the
site.
| | 02:15 |
For instance, employees with new titles,
who people who've recently updated their
| | 02:19 |
title, and are now shown here and
associated with the company page, or
| | 02:23 |
former employees.
These tend to be sorted based on the
| | 02:26 |
viewer's network.
So, for instance, in this case, it's
| | 02:29 |
former employees that I may know based on
having been signed in as Antonio.
| | 02:35 |
If you're an employee of the company,
your view will be slightly different.
| | 02:39 |
In this case, we're going to take a look
at the San Angelico Museum of
| | 02:42 |
Contemporary Art.
We're going to be building this page as
| | 02:45 |
the course continues.
But I'm using this to demonstrate some of
| | 02:48 |
the links and features, that we'll have
access to from the inside of the company page.
| | 02:53 |
Every employee listing the business on
their profile, either past or present,
| | 02:57 |
will have a link to the company page, on
their work or summary sections.
| | 03:01 |
On the top-right hand corner, we'll have
the option the promote the page with a
| | 03:06 |
LinkedIn adds, as well as adding jobs.
And with certain levels of account,
| | 03:10 |
they'll also be able to view the page
Insights, follow Insights, as well as
| | 03:15 |
adding products or services.
In the Edit mode, you'll have access to a
| | 03:19 |
different range of tabs.
The Overview, where you can come in and
| | 03:23 |
edit the description, and the information
that's seen on the homepage.
| | 03:27 |
Products and Services, where I can add
products.
| | 03:32 |
Follow Insights where the total number of
followers are shown, and further
| | 03:37 |
information regarding engagement and
demographics are provided.
| | 03:42 |
Page Insights, which will be populated as
people come in and visit the various pages.
| | 03:48 |
And finally employee Insights.
As an employee, these allow you to
| | 03:52 |
analyze traffic from people visiting your
company pages, so that you can see which
| | 03:56 |
of your activities online have been most
effective.
| | 04:01 |
Your company profile will be the official
representation of your company to the
| | 04:05 |
LinkedIn community, and should also be
considered a professional extension of
| | 04:09 |
your brand.
As a business networking platform,
| | 04:12 |
LinkedIn is ideally suited to
demonstrating and sharing the details of
| | 04:15 |
your business, products and services,
with potential partners, clients and employees.
| | 04:22 |
| | Collapse this transcript |
| Preparation| 00:00 |
Before starting to develop your company
page, you should let others in your
| | 00:04 |
organization know about the page.
A little bit about the contents you plan
| | 00:08 |
to publish, so they can prepare for their
profiles to be attached.
| | 00:12 |
And can leverage their networks to
support the page launch.
| | 00:15 |
Ensure that policies are in place, and
well understood, to allow a coordinated
| | 00:20 |
presence amongst your employees and
managers.
| | 00:22 |
That will influence the brand you build
online.
| | 00:26 |
Communicate which products and services
will be featured, so the relevant teams
| | 00:30 |
can be prepared to engage in any
interactions that arise.
| | 00:34 |
Taking a look at Antonio's page, which
we'll be building up through this course.
| | 00:39 |
Antonio is an administrator.
And as the company page administrator, he
| | 00:43 |
has a company address with a valid domain
name that links back to the company page.
| | 00:49 |
All other admins will also need to be
current employees, listing the company in
| | 00:53 |
their profile and connected through to
Antonio.
| | 00:57 |
Antonio will work with his team to set an
editorial calendar and assign clear
| | 01:01 |
responsibilities, including planning for
materials to be posted at different times
| | 01:04 |
of the business day to reach target
audiences when his team is available to respond.
| | 01:11 |
Once the page is set up, all people with
that email domain name will be added to
| | 01:16 |
the page, and will be able to add
content.
| | 01:18 |
People who have previously worked at the
company and list it in their profile will
| | 01:22 |
also be showing up in searches, but under
the category of Past Company.
| | 01:27 |
LinkedIn, by default, creates this
company directory that shows who's in the
| | 01:32 |
company, and the backgrounds that they
have that make them work so well together.
| | 01:36 |
Each of these people becomes a
representative in public, and builds the
| | 01:40 |
awareness of the company brand within
their networks.
| | 01:44 |
These employees and their profiles act as
a form of advertising for the business
| | 01:49 |
and may influence potential employees,
partners, and customers.
| | 01:54 |
Before you set up your company page,
ensure that the links from your profile
| | 01:58 |
and from your employees' profiles lead to
a suitable website or page, so this
| | 02:02 |
valuable source of leads and branding is
appropriately leveraged.
| | 02:06 |
Ensure that all employees list the same
domain names and companies on their profile.
| | 02:11 |
So that they're brought into this central
company directory, as opposed to
| | 02:15 |
splitting up company employees that will
show up in different searches.
| | 02:18 |
This is particularity important if a
company name has recently changed, or the
| | 02:23 |
branding identity has changed.
Beware of abbreviations.
| | 02:27 |
You'll also need some additional
materials to post to your company page.
| | 02:31 |
And we'll cover these later.
Once your company page is set up, it will
| | 02:35 |
be the official representation of your
company on LinkedIn and accessible to the
| | 02:39 |
many millions of people who visit it on a
daily basis.
| | 02:42 |
With the increasing relevance of social
media and word of mouth referrals,
| | 02:46 |
LinkedIn can become a very important part
of your online brand presence.
| | 02:51 |
| | Collapse this transcript |
| Setting up a company Home tab| 00:00 |
When you first sign up for an account
with Linkedin, you may have been asked to
| | 00:04 |
start a company page if a company you
enter as your company employer is not in
| | 00:08 |
the LinkedIn company page database.
Once a company page has been set up,
| | 00:12 |
however, all subsequent employees using
the same domain name of the company as
| | 00:16 |
their primary email address will be
automatically attached to that company page.
| | 00:22 |
In some cases, you may also wish to build
a new company page or add your company
| | 00:26 |
page once you already have a profile.
For instance, in the case of a new
| | 00:30 |
venture or if you're rebranding your
company.
| | 00:32 |
The process of setting up or editing your
company page starts with defining the
| | 00:36 |
basic company information or feature on
the company home tab.
| | 00:40 |
This is the first page that will be seen
by anyone visiting your company on Linkedin.
| | 00:44 |
Taking a look at the lynda.com Homepage
as an example, you can see the key pieces
| | 00:48 |
here we're going to be adding will be a
logo, an image at the top, and a
| | 00:53 |
description of the company.
Coming in to Antonio's company, we're
| | 00:56 |
going to start out by hitting the
Company's tab.
| | 00:58 |
And across to Add the company.
You'll enter the company name and an
| | 01:03 |
email address of the company along with
verifying that you're an official
| | 01:08 |
representative and have the right to work
on the company page.
| | 01:11 |
You can now select the language that you
want to optimize your company name and
| | 01:16 |
description in, selecting from one of the
19 options available through the drop down.
| | 01:21 |
As you enter your materials here, make
sure you're following copyright and
| | 01:24 |
intellectual property laws.
So you don't copy material from
| | 01:26 |
elsewhere, or use materials here that are
not appropriate for your company.
| | 01:31 |
You'll also be allowed to add some
designated administrators.
| | 01:34 |
Administrators must be connected to the
member who started out the page and must
| | 01:38 |
be current employees of that company.
When adding an image, you'll need to
| | 01:42 |
choose a file.
Be sure to make your image slightly
| | 01:45 |
larger than the specified size of 640 by
220, as if you're exactly on the
| | 01:50 |
dimensions, Linkedin will not accept the
image, and upload to the database.
| | 01:54 |
You can then save the image and look
sharp on the screen.
| | 01:59 |
You can add a logo, choose a file in two
formats, one your standard logo and the
| | 02:07 |
second your square logo, which will show
up on network updates.
| | 02:13 |
Be sure to add some specialties.
These are ways in which people may be
| | 02:17 |
searching and find your company.
The more specialities you add the more
| | 02:21 |
searches you will turn up in.
However keep these focused, as you don't
| | 02:24 |
want to show up in irrelevant searches.
You can also feature groups, but you must
| | 02:28 |
be a member or an admin of each group to
feature on your company page.
| | 02:32 |
As you move forward and develop your own
group for your company this is a prime
| | 02:36 |
way of advertising it and seeking new
members.
| | 02:39 |
You need to select the company type and
the size, along with the company website
| | 02:46 |
URL, which can be accessed on the company
homepage.
| | 02:50 |
You can add up to five different company
locations.
| | 02:54 |
You need to add a full address here, you
can skip the phone numbers and faxes.
| | 02:58 |
Finally you'll need to publish the page.
Your basic company page is now set up,
| | 03:05 |
and as you add more content and share
updates these will show at the top along
| | 03:10 |
with additional tabs for careers and
information behind the insights and
| | 03:15 |
products and services.
When going through the background
| | 03:18 |
information, you should decide on a
company description that gives a clear
| | 03:22 |
value proposition and conveys the brand
identity.
| | 03:25 |
Put your value proposition in the
headline.
| | 03:28 |
Float specialties or keywords that will
be used to define your company in the
| | 03:32 |
searches and tell your story, correctly
identify your company type, size and
| | 03:37 |
locations, as well as adding additional
languages, if you wish for it to be
| | 03:41 |
accessed by people who speak these other
languages.
| | 03:44 |
You should also feature benefit and
expertise language that the customers
| | 03:48 |
will be searching for, using key words
within your description that match your
| | 03:52 |
corporate strategy.
And encourage people to click through and
| | 03:55 |
find out more about your company products
and services.
| | 03:57 |
Wherever possible include your website
address as this will allow you to have a
| | 04:02 |
link through to your website where you
can have calls to action and engage with
| | 04:05 |
people more deeply.
Once the page is up make sure your key
| | 04:09 |
employees are also listed.
Remember also that content will feed in
| | 04:13 |
from elsewhere.
Products and services once their added
| | 04:16 |
will be featured on the products tab
along with any recommendations.
| | 04:20 |
And on the Insights tab any changes in
any employees, former employees who've
| | 04:24 |
left and people who've joined as well as
any recommendations and lists of skills
| | 04:29 |
within your company.
In order to have the most effective
| | 04:32 |
company page you can you'll need to be
actively engaged in monitoring the
| | 04:35 |
content that comes to the page as well as
contributing to it through regular
| | 04:39 |
editorial calendar of updates.
| | 04:41 |
| | Collapse this transcript |
| Setting up a company Careers tab| 00:00 |
The Careers tab of your Company page can
be used to show the opportunities and
| | 00:04 |
benefits of a career within your company
in several ways.
| | 00:08 |
As we've already seen, the Home, Products
and Insights tabs are default tabs for
| | 00:13 |
every company page.
However, to set up a Career tab on your
| | 00:16 |
company pages, you'll need to purchase a
silver or gold package, which currently
| | 00:20 |
costs $10,000 to $30,000.
Upgrading to a silver or gold career page
| | 00:27 |
gives you access to a full suite of
features for promoting careers at your company.
| | 00:30 |
Including a clickable banner,
customizable modules, analytics on who's
| | 00:36 |
viewing the page, direct links to
recruiters, video content, and more.
| | 00:44 |
With the gold career page, you can
customize up to five different versions
| | 00:49 |
of this page, so that you can show
different content, based on the viewer's
| | 00:52 |
LinkedIn profile.
Unlike the URL of your personal account,
| | 00:55 |
the URL of the career page is assigned.
And it's generated to include your
| | 01:00 |
company name.
You'll need to contact LinkedIn to set
| | 01:04 |
this tab up, however the process is
relatively simple.
| | 01:06 |
And once the page is established, it'll
offer a number of features, some of which
| | 01:11 |
will be managed by you, others which will
be automatically generated by LinkedIn.
| | 01:15 |
We're going to use the lynda.com page to
discuss some of these features.
| | 01:20 |
Automatically generated features include
the number of followers with a link
| | 01:24 |
through to the list of the profiles.
These are people who have selected to
| | 01:28 |
follow your company, and may provide
recruiters with a rich source of leads.
| | 01:33 |
Based on the fact these people have
demonstrated an interest in the company.
| | 01:35 |
You'll see below the banner, a list of
people at lynda.com.
| | 01:41 |
This automatically lists employees
according to the viewer's network.
| | 01:45 |
In this case, I'm logged in as Antonio,
and it presents the people working at
| | 01:49 |
lynda.com who are closest to him in his
network.
| | 01:53 |
This demonstrates the strength of your
company and its employees via their
| | 01:56 |
profiles and provides candidates with
ways to contact your employees who are
| | 01:59 |
within their networks.
So that these candidates can ask
| | 02:02 |
questions, and gain familiarity from
trusted sources.
| | 02:06 |
Every employee with a profile on LinkedIn
is a representative of the company and
| | 02:09 |
should be empowered and guided to
encourage suitable applicants.
| | 02:13 |
If we scroll down the page, we can see
jobs at lynda.com.
| | 02:16 |
These are paid job posts that are
featured on the right-hand side of the page.
| | 02:20 |
We'll show in a video later how to set
these up.
| | 02:23 |
If you've purchased the silver or gold
career page, these featured jobs will be
| | 02:26 |
displayed on a Careers tab and be
targeted to the viewer based on the
| | 02:29 |
relevance of their LinkedIn profile.
This is similar to the job targeting on
| | 02:33 |
the LinkedIn jobs page, but on the
careers page, it only displays jobs at
| | 02:37 |
your company.
In addition to the Career tab on your
| | 02:40 |
company page, job posts may also be shown
on employee profile pages.
| | 02:44 |
On the homepages of candidates may be
shared within groups.
| | 02:48 |
Maybe shown as job adverts in the various
locations that show jobs you may be
| | 02:53 |
interested in.
And within the job section of LinkedIn.
| | 02:56 |
When you create a tab, the sections that
you can control include the clickable banner.
| | 03:01 |
In this case, it's taking us through to
the career page on lynda.com's website.
| | 03:07 |
A section of text comes beneath this,
where you can describe your employment brand.
| | 03:12 |
You can also use video in this section to
directly address job seeker's interests,
| | 03:17 |
rather than your company's business
services, products, or brands.
| | 03:21 |
You can provide links to further
information such as a career page or
| | 03:25 |
other social media platforms, as well as
testimonials from current employees or
| | 03:29 |
direct links to recruiters.
Beneath this come the updates.
| | 03:33 |
These have been copied through from the
company home page.
| | 03:35 |
With a gold package to set up audience
targeting, you'll need to come to the top
| | 03:39 |
of your career page editing screen and
click to create a new audience.
| | 03:43 |
You can then use the tabs to define the
viewer attributes for each version of the
| | 03:47 |
page and targeting tools to refine the
number of viewers who'll be targeted by
| | 03:50 |
that version.
You'll also receive analytics on the
| | 03:53 |
interactions that have been completed on
your Career tab.
| | 03:56 |
LinkedIn leverages the working spirits,
skills, and information within the
| | 04:00 |
profiles of its members.
Both those actively seeking work or those
| | 04:04 |
currently employed, to offer you with the
best chance to target your job postings
| | 04:08 |
to a broad range of candidates.
On LinkedIn, it's estimated that 20% of
| | 04:12 |
the people are actively looking for jobs.
And the other 80% provide a rich talent
| | 04:16 |
base of passive candidates.
| | 04:18 |
| | Collapse this transcript |
| Setting up company products and services| 00:00 |
A highly impactful and influential part
of your company page is the products and
| | 00:05 |
services tab.
Where you can provide a targeted view of
| | 00:08 |
the specific products and services your
company offers.
| | 00:11 |
The order of products and services and
the text of this page can be edited to
| | 00:16 |
address specific audiences.
Or can be provided as a broader overview
| | 00:20 |
that covers your entire range.
To add a product or service, you must be
| | 00:24 |
an administrator.
When you come into the Products tab, you
| | 00:28 |
either click on the Get Started button if
you have not yet added a product or service.
| | 00:32 |
Or come across the tools, and we'll drop
down, add a product or service.
| | 00:37 |
You can select from a physical product or
a service.
| | 00:40 |
In this case I'm going to select services
and add some further details below.
| | 00:45 |
You need to select a category, in this
case I'm going to select Arts and Entertainment.
| | 00:50 |
It's very important to select the correct
category as once again this will define
| | 00:55 |
how your products and services show up in
searches.
| | 00:58 |
You should name your product or service
using the standard name that has been
| | 01:02 |
used elsewhere, for instance on the
website or any published literature.
| | 01:06 |
You can add an image of the product or
service.
| | 01:07 |
This is particularly important in the
case of products, for the visual aspect
| | 01:11 |
can add a great deal of value.
In your description make sure you use key
| | 01:16 |
words, so that the product or service
will show up in searches and keep the
| | 01:20 |
section brief.
You'll also be able to add a list of the
| | 01:23 |
key features.
Once again, utilizing key words.
| | 01:26 |
You can add in an external URL allowing
you to link, externally, your website.
| | 01:33 |
This is particularilly useful if you have
a call to action.
| | 01:35 |
For instance, a purchase and wish to
deliver them to your website.
| | 01:39 |
We can have a shopping cart.
Or capture further information from your
| | 01:42 |
viewers in a contact form.
You can also provide some information
| | 01:46 |
about contacts from within our company
for each product and service.
| | 01:50 |
You'll need to select from people you're
already connected to on LinkedIn.
| | 01:52 |
And should select these people carefully
to ensure that they are appropriate for
| | 01:56 |
the product or service you attach them
to.
| | 01:59 |
You may also have a promotion for the
product, and you can add that in here.
| | 02:03 |
If you are adding promotions, insure that
you keep them current, removing them once
| | 02:08 |
they're completed or if the website link
changes.
| | 02:11 |
Finally, you can add a YouTube video with
a title and the URL.
| | 02:16 |
You'll need to come back up to the top to
publish this page.
| | 02:19 |
And once it's published you'll see a
Recommend button that it's been attached
| | 02:23 |
to so people viewing the page can add
their endorsements.
| | 02:27 |
There's also a link through to the person
you've attached the product or service as
| | 02:30 |
well as an option to send them a message
directly.
| | 02:34 |
The product can also be promoted using
linked in Ads.
| | 02:37 |
As before, if you're running a particular
promotion, make sure the promotion is current.
| | 02:41 |
And make sure the duration of the adverts
matches the duration of the promotion.
| | 02:46 |
Once you've entered the first service or
product, you can now come back in and hit
| | 02:50 |
the products and services page.
You'll need to finish setting up the
| | 02:54 |
default page with an overview of the
products and services at the company.
| | 02:59 |
As well as showcasing the company with up
to three images which are clickable.
| | 03:03 |
Once you add a number of products and
services you can control the order in
| | 03:07 |
which these are seen.
Selecting which product will be shown on
| | 03:10 |
the company's main page.
Finally you can add a video module header
| | 03:15 |
and a video module.
Once the default page has been saved, you
| | 03:20 |
can, once again, come in and create new
audiences.
| | 03:24 |
Targeting this new products and services
page to people, based on the company's
| | 03:28 |
size, function, industry, seniority, and
geography.
| | 03:33 |
By selecting the appropriate clickable
images, the order of products and
| | 03:36 |
services and the descriptions.
You can create highly-focused products
| | 03:40 |
and services pages for these specific
audiences.
| | 03:43 |
| | Collapse this transcript |
| The Insights tab| 00:00 |
The last tab on your company page is the
Insights tab.
| | 00:03 |
We're going to take a look at the
lynda.com page to illustrate this.
| | 00:08 |
The Insights tab is automatically
generated with information about
| | 00:13 |
employees, both current and former, where
they came from.
| | 00:16 |
Their typical schools and expertise.
Employees within the company who are the
| | 00:21 |
most recommended and other similar
companies.
| | 00:23 |
This page will be presented with unique
content for each viewer, based on their
| | 00:28 |
existing network with people they may
know, who are closer to their network featured.
| | 00:33 |
With exception of placing adverts, this
tab cannot be edited by a company.
| | 00:38 |
From the company's perspective, you
should be aware of employees within your
| | 00:42 |
organization who have recently changed
jobs or joined.
| | 00:45 |
Ensure that their details are correct, as
they will be highlighted to viewers.
| | 00:49 |
Pay particular attention also to your
employees who are most recommended, as
| | 00:53 |
they will now be the brand leaders for
your company.
| | 00:56 |
And from perspective employees and other
companies assessing the production
| | 01:00 |
services you provide.
These employees are most likely to be
| | 01:03 |
your brand ambassadors.
You should be aware that profiles can
| | 01:06 |
show up as former employees when a job
title changes as well as when people
| | 01:11 |
leave your company.
On this activity within the former
| | 01:13 |
employees you may know, and the employees
with new title section, provides you as a
| | 01:17 |
company with an opportunity to encourage
your employees to refine their profiles.
| | 01:22 |
Ensuring they're using the correct key
words, have updated their skill section.
| | 01:25 |
Which is relativly new.
And are utilizing both the correct logos
| | 01:29 |
and a professional photograph on their
profile.
| | 01:31 |
In the people also viewed section, you
can gather information about which other
| | 01:35 |
companies are also of interest to people
who have viewed your company page and can
| | 01:39 |
assess your company page relative to the
competition.
| | 01:42 |
Top skills and expertise lists the top
five skills or expertise from the
| | 01:46 |
profiles of your employees, and this will
also add to the brand that your company
| | 01:51 |
creates online.
When reviewing your Insights tab,
| | 01:53 |
remember that this is primarily served up
for the viewer.
| | 01:56 |
But take advantage of it to identify the
people with key profiles that are being featured.
| | 02:00 |
From a company perspective, remaining
aware of which employees are featured,
| | 02:04 |
and their top skills and expertise, will
enable you to focus on a few key profiles
| | 02:08 |
as people come and go from your company.
As well as reinforcing the products and
| | 02:12 |
services you wish to feature, through
aligning them with the skills and expertise.
| | 02:18 |
Because this section cannot be directly
edited by you, you'll need to monitor it,
| | 02:22 |
and I recommend reviewing the insight
section on a monthly basis to ensure that
| | 02:26 |
this valuable part of the way in which
your company is presented through
| | 02:29 |
LinkedIn Is optimized and managed
primarily through optimizing the profiles
| | 02:34 |
of the featured individual employees.
| | 02:36 |
| | Collapse this transcript |
|
|
3. Account TypesBusiness, Plus, and Executive| 00:00 |
Linkedin offers several levels of
accounts suitable for business people.
| | 00:05 |
Depending on your role within your
organization and the targeted use of
| | 00:08 |
Linkedin for business, you may select to
set up an account that ranges from a free
| | 00:12 |
basic account to approximately $1,000 per
year in the premium category.
| | 00:17 |
To view these account levels, we can come
into the upgrade and take a look at some
| | 00:21 |
of the features.
We're going to be looking at Linkedin
| | 00:24 |
Premium, focusing on recruiters and sales
professionals later.
| | 00:30 |
The free or basic accounts on Linkedin
offer a range of features that are common
| | 00:33 |
throughout all the accounts.
You can see who's viewed your profile,
| | 00:38 |
the profiles of people within your
network and visibility to names.
| | 00:42 |
In the basic accounts these are limited.
There are workarounds to these
| | 00:46 |
limitations by using searches through
Google using the basic information you
| | 00:50 |
picked up from Linkedin.
Whilst you may not be able to see who has
| | 00:53 |
viewed your profile, you can certainly go
into full profiles and full main
| | 00:57 |
visibility by entering the basic
information from your Linkedin search.
| | 01:00 |
Back into Google Search.
Beyond the Visibility, we get into the
| | 01:04 |
Reach section, which includes InMail
messages, Introductions, and OpenLink.
| | 01:10 |
InMail messages are the internal email
messages that Linkedin provides between
| | 01:15 |
one user and the next.
In the basic account you won't have any
| | 01:19 |
of these, as you move up you get a larger
number from three per month in the
| | 01:24 |
business account to 10 per month in the
business plus account, all the way up to
| | 01:29 |
25 per month in the executive account.
The number of emails you have will also
| | 01:33 |
roll over, so if you don't use your three
that are allocated in the first month,
| | 01:37 |
you'll have six in the second and nine in
the third.
| | 01:40 |
They won't roll over for more than three
months so the maximum number of emails
| | 01:44 |
you'll ever have from the executive
account would be 75.
| | 01:47 |
These are guaranteed to get a response,
some people are not very active with
| | 01:51 |
their Linkedin accounts in terms of
responding to emails.
| | 01:53 |
And so if, within a certain period of
time, they have not responded, that email
| | 01:58 |
will be credited back to your account and
you'll be allowed to use it to try to
| | 02:01 |
contact somebody else.
Introductions are also very important.
| | 02:05 |
These allow you to reach out through your
network to find people within other companies.
| | 02:09 |
For instance, Uri could send a message to
one of his first level connections, who
| | 02:14 |
has a first level connection within a
company he's interested in.
| | 02:17 |
That introduction will be forwarded on,
along with a recommendation from Uri.
| | 02:21 |
And a chance for you to connect with the
person that Uri introduces you to.
| | 02:26 |
The last of the reach categories is the
opening network this allows anyone on
| | 02:31 |
Linkedin to message you for free.
This isn't often so you must select to
| | 02:35 |
allow people to connect to you through
the open link network.
| | 02:38 |
This will save people from using their
emails or their interactions to contact you.
| | 02:43 |
You can select to be part of the open
link netwok when you initially set up
| | 02:47 |
your account, or at a later stage from
your settings.
| | 02:50 |
And this option will open up your
communication, and quite often,
| | 02:53 |
oportunities will follow.
The next category within the premium
| | 02:56 |
accounts is search.
For the basic account, you won't receive
| | 03:01 |
any search filters.
However for the business and the business
| | 03:04 |
plus accounts.
You'll receive four advance search filters.
| | 03:08 |
These include seniority, company size,
interest and fortune 1000.
| | 03:15 |
At the higher level, the executive level
you receive eight search filters which
| | 03:20 |
include seniority, company size,
interest, fortune 1000 as well as
| | 03:26 |
functions, user experience, your groups
and mutual Linkedin.
| | 03:31 |
These premium search filters are
particularly important as they enable you
| | 03:34 |
to focus in on a more effective set of
results.
| | 03:37 |
Allowing you to pinpoint and target the
most appropriate contacts.
| | 03:42 |
In addition to these filters you'll also
receive more results per search the
| | 03:47 |
higher up you go with your account.
You'll only receive 100 results of
| | 03:51 |
profiles per search at the basic level.
However at the executive level you'll all
| | 03:56 |
the way up to 700.
If you combine the advanced filters with
| | 04:00 |
700 profiles you'll receive a pretty
comprehensive list of appropriate
| | 04:04 |
profiles for most of the searches you'll
wish to do.
| | 04:07 |
You can also save time by having search
alerts sent to you on a daily or weekly basis.
| | 04:12 |
These are for saved searches, and we'll
take a look at those in a minute.
| | 04:16 |
Finally, in the top three levels, you can
also do reference searches.
| | 04:21 |
Leveraging your network to see if anybody
you're connected to has worked with a
| | 04:26 |
person in the past and can give you a
reference that may not be listed on their
| | 04:29 |
profile directly.
So let's take a look at some of these features.
| | 04:34 |
Taking a brief look at some of the
features from within an executive account
| | 04:38 |
you can see who's viewed your profile
with a list of the name and a link
| | 04:42 |
through to the person's profile if they
haven't made themselves anonymous.
| | 04:46 |
You'll also have the trends of how often
you've appeared in views or in searches
| | 04:52 |
and the top search keywords.
If you're representing your company as a
| | 04:56 |
business development professional, human
resources professional or sales executive.
| | 05:01 |
You'll want to pay particular attention
to the keywords, to ensure that the words
| | 05:05 |
appropriate to your function are most
effective in having your profile featured
| | 05:09 |
in searches.
If we click on a link through to profile,
| | 05:13 |
we have the full information available to
us, including the name.
| | 05:17 |
As mentioned before if you don't have
this level of account you can copy this
| | 05:21 |
information through to a Google search.
And usually you'll get directed back to
| | 05:25 |
the full name and detailed profile as one
of the results that Google provides.
| | 05:30 |
You'll need to use an email to send a
message to somebody unless you're
| | 05:33 |
directly connected to them as a first
degree contact.
| | 05:36 |
For instance, in this case because
Antonio is now a second degree contact
| | 05:40 |
I'll need to click on the Send InMail
button, and this will use one of the
| | 05:43 |
credits that I have.
There are some tips given on the
| | 05:46 |
right-hand side to increase the
efficiency of InMails.
| | 05:48 |
And this looks very much like an email,
except it will be delivered directly to
| | 05:53 |
the inbox of the recipient.
If they've selected to forward these
| | 05:56 |
mails on, they may also be sent to email.
With InMails, you should be aware that
| | 06:01 |
some people do not check their messages
regularly on Linkedin, and if they've not
| | 06:05 |
accurately forwarded these InMails, you
may not receive the responses you'd
| | 06:09 |
expect from a normal email being sent to
a business email account.
| | 06:15 |
If you did not select to be part of the
Open Link network when you signed up,
| | 06:18 |
you'll need to come into Settings and
select this by changing your option to
| | 06:23 |
Accept Messages and be part of the Open
Link network.
| | 06:27 |
A new icon to show that you're part of
the Open Link network will now show up on
| | 06:31 |
your profile.
The premium search advanced filters that
| | 06:36 |
we mentioned before are also shown here
on the Advanced Search page and are
| | 06:42 |
identified with the golden In icon.
The function company size, seniority,
| | 06:49 |
interests, years of service, when the
person joined and wether they are part of
| | 06:54 |
a Fortune 1000 company.
The features of the basic, the business,
| | 06:59 |
the business plus and the executive
accounts are common for all accounts
| | 07:03 |
across Linkedin.
Including those used by HR professionals
| | 07:06 |
and sales executives.
And a range of these features will be
| | 07:10 |
found in these other accounts as we cover
them in later videos.
| | 07:14 |
As you become more active on Linkedin,
you can take advantage of the higher
| | 07:18 |
levels of allocation of these services to
more effectivelly reach out to people, as
| | 07:21 |
well as track the activity around your
account, to ensure that you engage with
| | 07:26 |
all the business opportunities that
Linkedin can provide you with.
| | 07:28 |
| | Collapse this transcript |
| Talent Basic and Talent Finder| 00:00 |
LinkedIn is one of the main online
platforms used by recruiters and job seekers.
| | 00:04 |
The main focus for job seekers is job
hunting, connecting with recruiters, and
| | 00:09 |
researching companies.
And for recruiters, it's job posting and
| | 00:13 |
access to the vast database with a great
depth of detail and live updates provided
| | 00:18 |
in background, skills, work experience,
and education sections.
| | 00:22 |
The membership base of 200 million people
and 3 million companies is vastly greater
| | 00:28 |
than any prior database available to
recruiters or job seekers.
| | 00:31 |
And it's continuously increasing and
updating as new people join and add
| | 00:35 |
information to their profiles, groups,
and company pages.
| | 00:39 |
The matching up of jobs and people on
LinkedIn takes place mainly via searches.
| | 00:43 |
Run either by the people interested in
getting a job, using the job section of LinkedIn.
| | 00:49 |
Or by the person recruiting for that job,
posting in the job section, as well as
| | 00:53 |
placing adverts that show up as
recommendations to the individual people.
| | 00:57 |
In the jobs you may be interested in
section or elsewhere on LinkedIn, where
| | 01:01 |
adverts are also served.
LinkedIn has provided different sets of
| | 01:06 |
accounts for these types of people.
For individuals, there's a job seeker
| | 01:10 |
suite of accounts.
Job seekers may select from one of four levels.
| | 01:15 |
The basic level, which is the free
account, which doesn't offer any of the
| | 01:19 |
specific job searching features.
Or Job Seeker Basic, Job Seeker, or Job
| | 01:23 |
Seeker Plus.
Each of which is charged either on annual
| | 01:27 |
or monthly basis.
Users of these accounts will rise to the
| | 01:31 |
top of the list as featured applicants.
They have access to content in people in
| | 01:35 |
Inmail, and they can see more details
about who's viewed their profile.
| | 01:38 |
In the case of companies looking to hire,
the talent suite of products is available.
| | 01:44 |
Again, starting at the basic level
without any of the additional features
| | 01:49 |
and moving up through Basic, Finder, and
Pro.
| | 01:52 |
These accounts are still personal
accounts, relying on the profile of the
| | 01:55 |
individual person who holds them to build
up a network of connections that allows
| | 01:59 |
them to access and interact with other
people on LinkedIn.
| | 02:02 |
For access to a greater number of in-mail
messages will allow a recruiter to send
| | 02:07 |
messages to people they don't know
directly, to see the details, to have
| | 02:11 |
greater visibility to the details of the
individual candidates profiles, including
| | 02:15 |
seeing full profiles of everyone within
their network and full visibility of
| | 02:19 |
names of everyone up to the third degree
connections and group connections.
| | 02:24 |
The range of accounts being offered when
you compare plans will always be based on
| | 02:29 |
your current level of service.
We're now looking at the same suite of accounts.
| | 02:33 |
For recruiters, I have logged in as
Antonio, because he already has a high
| | 02:39 |
level of plan, his options are given as
the Talent Pro or the Recruiter
| | 02:44 |
Corporate, which are high-level services.
He no longer has displayed the lower
| | 02:48 |
level services and would need to
downgrade his account, or close his
| | 02:51 |
account, for these to become available
for him.
| | 02:53 |
The Recruiter Corporate.
This is a corporate account.
| | 02:57 |
Individuals will be provided access to
this account, but the ownership of the
| | 03:01 |
account stays with the company.
We'll cover this in a later video.
| | 03:04 |
LinkedIn offers highly powerful features
for recruiters, and provides for both
| | 03:09 |
individual and team accounts, which are
incredibly effective.
| | 03:12 |
Allowing you to combine your on and off
platform activities into a central
| | 03:16 |
platform that will reduce the time taken
to fill positions, improve communication
| | 03:20 |
within your team, and provide access to
the detailed profiles of LinkedIn's over
| | 03:25 |
200 million members.
| | 03:27 |
| | Collapse this transcript |
| Recruiter and Talent Pipeline| 00:00 |
The Recruiter Corporate account offers a
separate set of features to those of
| | 00:04 |
personal LinkedIn accounts.
And is assigned to a company with access
| | 00:08 |
provided to individual employees of that
company via seats.
| | 00:12 |
Corporate recruiters allows a company to
create a team space where the recruiting
| | 00:16 |
is shared.
And activity on this part of LinkedIn
| | 00:20 |
stays with the company that purchased the
Recruiter features.
| | 00:23 |
If you've added this feature to your
account, it'll show up at the top of your
| | 00:27 |
profile as a link.
You can also get to the Recruiter site
| | 00:31 |
directly by typing in
www.linkedin.com/uas/login-cap.
| | 00:39 |
The use of this account and the
assignment of seats is coordinated by the
| | 00:45 |
administrator, who allocates seats out to
the team.
| | 00:48 |
There are three different types of seats
available, the Recruiter seats, Hiring
| | 00:54 |
Manager seats, and Job Manager seats.
Each of these has slightly different
| | 00:59 |
access to the feature set.
And we'll be focusing on the Recruiter
| | 01:02 |
seat, which has access to all the
features.
| | 01:06 |
The Recruiter account offers a
specialized workflow and detailed search
| | 01:10 |
features designed to be most effective
with teams of recruiters leveraging LinkedIn.
| | 01:15 |
With multiple seats on the same Recruiter
team, you'll be able to coordinate work
| | 01:19 |
with colleagues, access workflow tools
and keep the functions of recruiting
| | 01:23 |
separate from your own account.
Searches made using the Recruiter account
| | 01:28 |
are unlimited by the connections you've
established in your own personal network.
| | 01:32 |
If you enter a search term in filters,
you'll be receiving results from the
| | 01:35 |
entire database of 200 million profiles
on LinkedIn.
| | 01:39 |
Using an individual account and this may
significantly limit the range of results
| | 01:43 |
that we receive in any given search.
Let's take a brief look at a Recruiter's
| | 01:47 |
suite of tools.
On the Home Page, essential box will show updates.
| | 01:53 |
These can be filtered to show only Your
Activity or the whole Team's Activity.
| | 01:57 |
It relates to items that have taken place
using the Recruiter account, based on the
| | 02:02 |
projects and searches you've run in the
past using this platform.
| | 02:05 |
LinkedIn will provide recommendations of
people you might want to hire.
| | 02:09 |
Beneath this, you'll have a summary of
your Project Activity, your Job Activity,
| | 02:13 |
the opportunity to post a job, or to see
Who's Viewed Your Profile.
| | 02:17 |
If you've optimized your own personal
profile, you can expect to receive a
| | 02:22 |
number interested candidates reviewing
your profile.
| | 02:24 |
At the top of the recruiting screen, are
links and drop-downs for a navigation
| | 02:29 |
bar, through to your projects, your
clipboard, where you store the profiles
| | 02:33 |
of people you're interested in.
Jobs, reports on use and analytics on use
| | 02:38 |
of the platform, and links through to
Administration Settings, and any
| | 02:43 |
campaigns you may be running.
Projects can be created and shared or
| | 02:48 |
kept private.
Projects are used to store collections of
| | 02:51 |
Profiles, Searches and Jobs.
And you can also attach links to further
| | 02:57 |
information, as well as files from
outside the platform.
| | 03:00 |
A brief description can be written about
the project, and all activity that take
| | 03:05 |
place around it, including message will
be stored in the central dashboard.
| | 03:09 |
With links to the profiles that are of
interest, where further actions can be
| | 03:14 |
taken within the project, such as
updating on any activity that takes
| | 03:18 |
place, if changes occur in the profile,
adding to projects, so you can share with
| | 03:23 |
other managers, and directly sending
messages.
| | 03:28 |
When we're viewing profiles in Recruiter,
the format will be slightly different,
| | 03:32 |
and you'll be allowed to Tag profiles,
Add Resumes that you may have collected
| | 03:38 |
offline, share Files with colleagues, and
add external Links.
| | 03:46 |
This enables the team to add and share
materials around individual candidates.
| | 03:50 |
And within a project, all the profiles
will be collected and shared in the same
| | 03:55 |
format with links to navigate forwards
and backwards, adding notes and sharing
| | 03:59 |
information about the combined group of
candidates, so that you can more
| | 04:03 |
effectively take action and come to a
decision on hiring.
| | 04:07 |
The clipboard acts as a space where you
can temporarily store profiles.
| | 04:11 |
This is similar to the project, but these
profiles don't necessarily have to be
| | 04:14 |
assigned to a specific ongoing area of
focus such as a Job or Recruitment drive.
| | 04:19 |
And Jobs dashboard enables you to rapidly
go through the jobs that you have
| | 04:23 |
available, either Open, those that are in
Draft format, or those that have already
| | 04:28 |
been Closed.
Jobs on LinkedIn are assigned to specific
| | 04:32 |
geographies, and as you add jobs,
additional locations will show up here
| | 04:36 |
with the ability to filter so you can
focus on a specific area at a time.
| | 04:39 |
If you click on the title of the job, you
get a summary of the activity that's
| | 04:44 |
taking place around it.
Including recent applicants, actions that
| | 04:48 |
can be taken with the job such as sharing
it, renewing it, and so on, any profile
| | 04:53 |
matches, a list of potential candidates
who have viewed the job, but may not yet
| | 04:57 |
have applies, and a list of profile
matches that LinkedIn generates based on
| | 05:02 |
the job description and keywords in the
job posting itself.
| | 05:05 |
On the Reports tab, you can gather
information on Recruiter Usage, as well
| | 05:10 |
as analyzing the Pipeline, the
effectiveness of your Job posts, and your InMails.
| | 05:16 |
A variety of graphics are provided on
each of these screens that you can use to
| | 05:19 |
ensure that you are most effective in
leveraging the tool.
| | 05:21 |
In particular, the InMail Response
Analytic screen is particularly useful in
| | 05:25 |
telling you how effective your InMails
have been, listing the total number of
| | 05:30 |
emails you've sent, and a breakdown
according to each of the categories
| | 05:34 |
accepted, declined, or no response.
For each of these categories, you'll be
| | 05:39 |
shown the companies where the people have
worked, how long they've been in their
| | 05:42 |
positions, commonalities, and who has
been sending the information.
| | 05:48 |
This enables you to hone in on an InMail
style that's most effective in creating
| | 05:52 |
the initial contact with potential
candidates.
| | 05:55 |
Admin Settings will give you an overview
of how much usage you've made of the
| | 05:58 |
platform, how many seats you have
remaining or can allocate, as well as the
| | 06:02 |
ability to manage some the Talent
Pipeline features.
| | 06:05 |
Primarily, the categories that are used
here, enabling people to categorize items
| | 06:10 |
such as the Source of candidates, Tags to
assign to specific candidates, and the
| | 06:17 |
Status of these applicants.
So, the common frames of reference can be
| | 06:20 |
used as information about candidates is
shared within the team.
| | 06:24 |
The administrator will also be in the
position to assign and reassign seats
| | 06:29 |
within the Recruiter account.
Finally, let's take a quick look at the
| | 06:33 |
Search features in Recruiter.
You can enter in the keyword, company
| | 06:38 |
name, or name of an individual candidate,
and select from the drop-down, people,
| | 06:42 |
search through your Inboxes for messages
using keywords, search for specific
| | 06:47 |
Companies, or even search through Jobs
you currently have.
| | 06:50 |
In addition to these, you can go to an
Advanced Search.
| | 06:54 |
Once again, using keywords, names, a
variety of other filters enabling you to
| | 07:00 |
rapidly create short list from amongst
the 200 million profiles that are
| | 07:04 |
currently on LinkedIn.
If you run a search, you may wish to
| | 07:08 |
refine it further.
One of the key features you have access
| | 07:11 |
to using the recruiter account, is the
ability to sort based on activity.
| | 07:16 |
People with activity in specific areas,
or without activity in those specific
| | 07:21 |
areas, as well as the ability to define
whether they've been active in the past 2
| | 07:25 |
years all the way down to the past 3
months.
| | 07:30 |
When candidates are actively looking for
jobs, one of the most common features
| | 07:33 |
that you'll find is that they'll adjust
and update their profiles.
| | 07:37 |
Many of the best candidates are so-called
passive candidates.
| | 07:40 |
Not advertising their availability on the
profile directly, but indirectly, through
| | 07:44 |
the activity and updates that they make.
Other powerful filters include the
| | 07:49 |
status, the source, whether they're
Company Followers.
| | 07:54 |
In this particular case, we have access
only to the company base of the company
| | 07:57 |
that's been assigned the account.
We can filter by company they're
| | 08:00 |
currently at, location, industry, and a
range of other filters below, enabling us
| | 08:06 |
to create a short list.
When a candidate is found as of interest,
| | 08:11 |
you can select to be updated on their
activity, add them to your personal
| | 08:14 |
clipboard so you can work with the
profile later, add them directly to your
| | 08:18 |
project, or send a message to them .You
can also select them in the tick box and
| | 08:24 |
take group activities, such as sending
messages to all of them.
| | 08:27 |
Having tags, notes or status and source
to all of them, and saving them all to
| | 08:32 |
the clipboard or various projects.
Or printing out a deck of the candidates
| | 08:38 |
as well as saving the candidates to
PDF's.
| | 08:41 |
Searches that you've conducted in the
past can be accessed by clicking on the
| | 08:44 |
icon on the right-hands side of the bar.
This rapidly gives you a list of your
| | 08:48 |
Save Searches, along with any New results
that have taken place within those
| | 08:52 |
searches, and your search history.
So you can you go through your previous
| | 08:56 |
searches and move them into save searches
if you wish.
| | 08:59 |
If you save a search, you also have the
opportunity to Name it, Choose a
| | 09:02 |
particular project to assign it to and
decide whether you want to receive alerts
| | 09:07 |
about new leads as they come up.
One more feature of the Recruiter account
| | 09:11 |
is the ability to import Import
Candidates.
| | 09:14 |
You can import individual candidates by
entering in the specific details of the
| | 09:18 |
individual people, including their names,
contact details, and the source from
| | 09:24 |
which you gathered them as well as
specific tags And projects.
| | 09:31 |
You can also Import resumes, again,
collecting from various Sources, Tags,
| | 09:36 |
and Projects, or import a spreadsheet of
contacts.
| | 09:40 |
This enables you to combine contacts and
information you've collected offline,
| | 09:44 |
such as at a recruitment fair.
With the information you've gathered
| | 09:47 |
online, through LinkedIn, to create a
combined pool of talent that can be
| | 09:51 |
assessed for any specific project, job,
or recruitment drive.
| | 09:56 |
Finally, there's a small cluster of icons
in the top right-hand side of the screen,
| | 09:59 |
when you include a dashboard.
These are shown no matter which tab
| | 10:03 |
you're currently on, and include your
messages, any notifications from within
| | 10:08 |
the system such as hiring manager
reviews, or new results from searches, a
| | 10:13 |
space that you can use to create a to do
list.
| | 10:16 |
And a small version of your own personal
icon, listing who currently has the
| | 10:21 |
contract for the account, Links to
receive Help, Training, or Contact
| | 10:26 |
LinkedIn, and the option to go back to
the personal account from which you
| | 10:30 |
accessed the Recruiter account.
As you can see, if you click to go back
| | 10:34 |
to your personal account, the tab will
remain open with the recruiter account in
| | 10:39 |
the background.
To leave the Recruiter account entirely,
| | 10:41 |
click on the Sign Out button.
The Recruiter account is primarily a
| | 10:46 |
collaborative tool allowing you to take
actions and add notes that we shared
| | 10:50 |
throughout the team.
Allowing them to combine on and off
| | 10:53 |
platform activities into essential
platform, and reducing time taken to fill
| | 10:57 |
positions, improving communication within
teams and providing access to the detail
| | 11:01 |
profiles of LinkedIn's over 200 million
members.
| | 11:04 |
| | Collapse this transcript |
| Sales Navigator and Sales Executive| 00:00 |
For professionals focused on using
LinkedIn for sales, LinkedIn will be
| | 00:04 |
growing its suite of products, and over
the coming year, will be rolling out
| | 00:08 |
additional features, specifically for
this group.
| | 00:10 |
At present, LinkedIn offers sales
accounts that focus on the ability to
| | 00:15 |
build lists of prospective customers.
Based on your connections, those of your
| | 00:19 |
team members, and detailed searches, that
review the information that people add to
| | 00:23 |
their profiles.
This helps sales professionals, identify
| | 00:27 |
a potential clients and partners, most
likely to need their products and services.
| | 00:32 |
By reviewing the detailed information on
people's business interests, roles, and
| | 00:35 |
prior experience.
You'll be able to create more effective
| | 00:39 |
initial requests to talk or connect,
resulting in much higher response rates
| | 00:44 |
to your emails, introduction requests,
and invitations.
| | 00:48 |
It's also important for sales
professionals to optimize their own
| | 00:51 |
profiles, to leverage the opportunities
created by in-bound searches.
| | 00:55 |
And for this, I recommend you reference
the Up and Running with LinkedIn calls,
| | 00:59 |
also available on LinkedIn.
Let's take a look at some of the accounts
| | 01:03 |
available for sales professionals.
The sales professionals have a range of
| | 01:07 |
different accounts available to them from
basic all the way up to sales executives.
| | 01:13 |
The primary difference is access to a
larger number of sales alerts.
| | 01:17 |
Access to a larger pool of leads using
Lead Builder, an increase in the number
| | 01:22 |
of potential leads, combined with filters
that more powerfully search through these.
| | 01:26 |
Results in lead lists that are much more
finely targeted and likely to meet your
| | 01:31 |
ultimate sales objectives.
With more visibility to people's profiles
| | 01:35 |
and names, as well as the ability to see
who's been searching for you.
| | 01:39 |
You'll have a great deal more information
to use, in identifying interested
| | 01:42 |
parties, as well as finding common ground
to guide you in your initial communication.
| | 01:48 |
Once you've identified prospective
clients, you can reach out to them using
| | 01:51 |
InMails, which are emails delivered
within the LinkedIn system.
| | 01:55 |
Alternately, you can contact people
through your network, utilizing common
| | 01:59 |
connections to provide an introduction.
Let's take a look at some of the search
| | 02:02 |
features of the sales accounts.
In the advance search, and with a sales
| | 02:07 |
executive account, you'll have access to
eight additional filters.
| | 02:12 |
Function, company size, seniority level,
interests, years of experience, recently
| | 02:19 |
joined and fortune 1000.
Searches conducted using this screen can
| | 02:24 |
be further filtered from the results
page.
| | 02:26 |
Using the drop downs on the left hand
side of the screen.
| | 02:32 |
Results will be given from within the
connection network as well as outside of it.
| | 02:36 |
With access to the full 200 million
members field results.
| | 02:40 |
Searches can also be done from the Find
People search screen and include building
| | 02:47 |
lead lists.
Lead lists are built based on criteria
| | 02:51 |
such as geography, named accounts,
industry, functional role, company size
| | 02:57 |
and seniority.
Once all of these have been selected,
| | 03:01 |
you'll be prompted to add in specific
information relative to the filters
| | 03:04 |
you've chosen.
For instance, under geography, you can
| | 03:08 |
enter in cities or countries.
As you go through and add in filters, a
| | 03:14 |
dynamic count of the results will show
up.
| | 03:16 |
Allowing you to apply or remove filters
until you reach a lead list of the
| | 03:21 |
correct size.
These lead lists can now be saved as
| | 03:25 |
searches, and added to search folders as
well as email alerts.
| | 03:30 |
This allows you to save a significant
amount of time in your searching.
| | 03:33 |
And once you've defined an effective set
of criteria you can review just the
| | 03:38 |
results on the weekly, monthly or even
daily basis.
| | 03:40 |
That your time is spent in identifying
key leads rather than running searches themselves.
| | 03:46 |
An additional feature available with the
premium accounts is the team link feature.
| | 03:51 |
Which allows employees within the same
company to effectively share their
| | 03:55 |
connection networks.
This provides sales executives within the
| | 03:58 |
company, visibility to the networks of
individuals who are within separate
| | 04:02 |
personal networks, without necessarily
connecting.
| | 04:06 |
In other words, your colleagues' first
level connections automatically become
| | 04:10 |
your second level connections.
And people who are previously out of your
| | 04:14 |
network, can now be reached as second
level connections by virtue of this new
| | 04:18 |
category of connection.
It also allows you to leverage the
| | 04:21 |
personal relationships that your
colleagues may have.
| | 04:24 |
And it's recommended to ask for a
referral introduction to enable you to
| | 04:28 |
most effectively get the conversation
started and ultimately close sales.
| | 04:32 |
Viewing accounts from a team perspective,
you can see that the sales plus says
| | 04:37 |
executive level and above, you'll be able
to share your team's connection with team-link.
| | 04:42 |
Leverage that lead boulder tool, access a
greater number of profiles and automate searches.
| | 04:47 |
For sales professionals, you may also
wish to link LinkedIn with Sales force.
| | 04:53 |
Once again this is available at the sales
plus or sales executive levels and above.
| | 04:58 |
This allows you to be more effective with
your time and the transfer of lead information.
| | 05:03 |
Member profiles will be available in your
corporate CRM system allowing you to view
| | 05:08 |
detailed LinkedIn information on leads,
contacts, accounts.
| | 05:11 |
And opportunities straight from Sales
Force or Microsoft Dynamics.
| | 05:15 |
After installing the app, you won't need
to switch between multiple tabs and
| | 05:19 |
browsers to gather the key profile
information, connection information.
| | 05:23 |
And activity information about leads and
accounts.
| | 05:26 |
The use of social selling techniques is
increasing amongst professionals, and
| | 05:30 |
LinkedIn plans to increase the focus on
this set of users as the year progresses.
| | 05:35 |
However, the existing LinkedIn accounts
already provide a valuable set of tools
| | 05:39 |
allowing you to use your personal
profile, your connection network.
| | 05:43 |
And those of your team members to find
and attract clients.
| | 05:46 |
And the depth of detail that people
self-report on LinkedIn allows you to
| | 05:50 |
gain a great deal of insight on potential
clients for quicker.
| | 05:54 |
More focused and more effective lead
generation and conversation.
| | 05:57 |
| | Collapse this transcript |
|
|
4. Promoting a CompanyMarketing on LinkedIn| 00:00 |
There are a range of paid and free
features on LinkedIn, that enable you to
| | 00:04 |
plan and implement marketing campaigns,
to meet specific business objectives.
| | 00:09 |
These may include increasing the
effectiveness of your company's brand in
| | 00:12 |
a geographical area by targeting updates,
products and services to viewers from
| | 00:17 |
that specific area.
Delivering information about your product
| | 00:20 |
or service launch, to a specific targeted
audience or utilizing adverts, to seek
| | 00:25 |
new clients and opportunities as you
reach the end of a project.
| | 00:30 |
The underlying and fundamental features
of LinkedIn are free, but rely on a
| | 00:34 |
strong and targeted presence in several
areas, by both your company and your employees.
| | 00:38 |
These free areas of LinkedIn commonly
used, include groups and company updates.
| | 00:45 |
If we come through to the Groups
directory, we can see there are over 1.6
| | 00:49 |
million groups currently on Linkedin.
To be most effective on Linkedin, you'll
| | 00:54 |
need to search through these groups to
find the ones based on your specific
| | 00:57 |
geographical area, industry or functional
area.
| | 01:02 |
You can search using keywords, which may
include geographical areas, or if there's
| | 01:06 |
a specific group that you're looking for,
you can enter this name directly.
| | 01:12 |
Activity within groups take place at a
personal level.
| | 01:15 |
This will build the personal brand, but
also build awareness of your company
| | 01:18 |
brand, through their representation.
Your employee's should engage in
| | 01:22 |
conversations on the topic, by starting
discussions or adding comments.
| | 01:26 |
Now, return to priority discussions to
update comments, so the discussions
| | 01:30 |
feature the top of the list again.
As you evaluate in Groups, prior to
| | 01:33 |
joining them, you can use the group
statistics to identify which ones have
| | 01:37 |
the appropriate number of members,
activity via comments, seniority,
| | 01:43 |
geographic location and functional area.
These are broken down into more detailed
| | 01:48 |
demographics by Seniority, Function,
Location and Industry, as well as growth
| | 01:54 |
of the group over time.
And activity of the group to identify the
| | 01:59 |
most active groups that will be effective
in your marketing campaign, as well as
| | 02:03 |
activity of the group, so that you can
identify the most active groups likely to
| | 02:07 |
be effective in your marketing campaign.
Once you've joined a group, you can start
| | 02:13 |
a discussion by putting in a Title,
adding more details, and attaching links.
| | 02:19 |
Once you've established your presence in
a group, and start to promote marketing
| | 02:23 |
campaigns, you might wish to publicize
specific conversations and discussions,
| | 02:27 |
amongst your employees, followers, and
customers.
| | 02:30 |
Discussions with the most activity, are
highlighted in the most popular
| | 02:33 |
discussions section, at the top of the
group.
| | 02:35 |
Ensure that you have Like buttons and
Share buttons, on your website and blog
| | 02:39 |
so voting and sharing is easier.
You can also send links or conversations
| | 02:44 |
from your group, directly to prospective
group or company page followers, via
| | 02:47 |
Linkedin ads.
And we'll cover these later.
| | 02:49 |
In groups run by companies, the
discussions and content are critical.
| | 02:54 |
And, it's important to include
information that's not released elsewhere.
| | 02:57 |
Such as posting pre-release insights,
white papers, or key articles in groups,
| | 03:02 |
so that you incent people to join the
groups, and add their own valuable
| | 03:05 |
content as well.
As the activity grows in your group, you
| | 03:09 |
can request for your company to be listed
as a source, by contacting LinkedIn.
| | 03:13 |
This will highlight your group, as a
source of information for LinkedIn today.
| | 03:17 |
In terms of activity, you should ensure
you post between once and three times a
| | 03:21 |
day, and make sure the schedule of
posting is consistent.
| | 03:24 |
This is the most effective update
schedule to ensure that your group is
| | 03:27 |
seen as active, without overwhelming the
followers and group members.
| | 03:32 |
You should also leverage the company
updates section, on the Home tab of your
| | 03:36 |
company page.
Provide updates here, and leverage the
| | 03:39 |
profile pages of your employees to share
links to your campaign materials, news,
| | 03:44 |
or blog articles, via their activity.
For instance, if you post an update here,
| | 03:48 |
you should encourage your employees to
interact with the post by Liking it,
| | 03:53 |
Commenting on it, and adding into their
stream.
| | 03:55 |
When you post an update, you can select
to share it with all followers, or if you
| | 04:00 |
have a larger group of followers, you can
target the audience, based on company
| | 04:04 |
size, Industry, Function, Seniority and
Geography.
| | 04:09 |
In order to take use of the targeting
features, you must have a large number of followers.
| | 04:14 |
The minimum update targeted follow group
is 100.
| | 04:18 |
You can also select to include employees
and nonemployees, or non employees only.
| | 04:22 |
Once again, ensure that you have Like
buttons and Share buttons on your website
| | 04:26 |
and blog, so that voting and sharing of
the content from your updates is easier.
| | 04:30 |
The same person frequency is recommended,
between three times a day to a minimum
| | 04:35 |
once a week.
Once you share an update, Impressions and
| | 04:38 |
Engagement Metrics will start to show up
in your will follow Insights and page
| | 04:42 |
Insights within 24 hours, and you can use
these dashboards to evaluate how
| | 04:47 |
effective your updates have been.
With a targeted audience, you can update
| | 04:51 |
more frequently, as the information
you're sending will be more relevant to
| | 04:55 |
the audience receiving it.
Increasing the size of your company
| | 04:59 |
following network, as well as leveraging
employees' networks, accelerates the
| | 05:02 |
impact of posting valuable content.
The larger these networks, the more
| | 05:06 |
content will be seen, making it more
likely that the content will be engaged
| | 05:10 |
with and shared onwards.
Beware to balance your contents, so that
| | 05:13 |
your employees' personal profiles, do not
become pure marketing channels.
| | 05:17 |
This erodes their credibility, and
reduces the impact of messages within
| | 05:20 |
their networks.
This is not an overnight fix.
| | 05:24 |
You'll need to build up your followers,
networks, and processing groups, prior to
| | 05:28 |
execution of any awareness campaigns and
marketing campaigns, leveraging the free features.
| | 05:32 |
You can also access paid solutions.
These marketing options will enable you
| | 05:37 |
to build your brand, before you have a
large network, and are available from
| | 05:40 |
marketing solutions team at LinkedIn.
They include the LinkedIn partner
| | 05:44 |
messaging, or sponsored in mails, where
you can craft an in mail, and send it to
| | 05:48 |
a highly targeted audience of active
members on LinkedIn.
| | 05:52 |
These typically cost between $2 and $5
per inmail.
| | 05:56 |
You can engage with page groups, which
we'll cover in a later video, you can
| | 05:59 |
leverage adverts, and you can post jobs.
Companies typically using marketing
| | 06:04 |
solutions on LinkedIn, are focused on the
core demographic of business users.
| | 06:09 |
These tend to come from the technical and
financial services areas, where the
| | 06:13 |
members are of high value, and marketing
campaigns are typically successful.
| | 06:17 |
For business to consumer marketing, it's
typically harder to leverage LinkedIn.
| | 06:22 |
As members are using LinkedIn for it's
business features, rather than looking
| | 06:25 |
for items of personal interest.
| | 06:27 |
| | Collapse this transcript |
| Participating with groups and communities| 00:00 |
To be effective in meeting most business
objectives, you'll need to actively
| | 00:04 |
engage with other businesses and people
outside of your own company pages.
| | 00:08 |
Groups offer both free and paid ways to
engage in conversations with other
| | 00:12 |
members, so that you can share
information about yourself, your company,
| | 00:15 |
and your industry.
You can use this to demonstrate your
| | 00:19 |
expertise, build your personal and
company brands by creating visibility.
| | 00:23 |
Discover new prospects and partners by
reading through the discussions.
| | 00:26 |
Identify leading influences who can
support you and amplify your message
| | 00:31 |
within the networks.
Source potential employees, by looking
| | 00:34 |
for people who offer solutions or
insights that would solve your employment needs.
| | 00:38 |
And narrow down the broad community of
people on Linkedin in to those members
| | 00:42 |
who are actively engaged in targeted and
relevant communities.
| | 00:46 |
There are over 1.6 million groups and
within these there are two main categories.
| | 00:51 |
Open groups and members only or closed
groups.
| | 00:56 |
Within the open groups, discussions are
visible to anyone, can be indexed by
| | 01:01 |
search engines.
Content can be shared to Twitter and Facebook.
| | 01:04 |
And the manager can select whether anyone
on Linkedin can contribute.
| | 01:08 |
Where in the closed groups which are
denoted with a padlock key.
| | 01:12 |
Memberships tend to be smaller and
discussion visibility is for members only.
| | 01:16 |
Indexing by search engines is not
allowed.
| | 01:20 |
Sharing to Twitter and Facebook is not
allowed.
| | 01:23 |
And only members can contribute to the
discussions and conversations.
| | 01:27 |
Typically speaking, there are a range of
different types of groups including
| | 01:31 |
alumni groups, corporate groups,
conference groups, networking groups,
| | 01:36 |
nonprofit groups, and general
professional groups.
| | 01:40 |
And your active participation and
monitoring of conversations are the key
| | 01:43 |
ways in which you can leverage Linkedin
without paying for control or advertising.
| | 01:47 |
To find groups, select the groups
directory from the dropdown, and enter
| | 01:52 |
your keyword.
This may include a brand name, such as lynda.com.
| | 01:59 |
As you click on the link to the group,
you'll be taken directly into the discussions.
| | 02:03 |
You can also review the members, any
promotions that are being run, jobs that
| | 02:07 |
are being posted on the group, search
through the discussions, and gather
| | 02:12 |
information on activity, settings,
subgroups, group profile and statistics.
| | 02:19 |
If you're not a member of the group,
you'll still have access to the group statistics.
| | 02:24 |
Which include a summary page showing the
number of members, seniority, activity,
| | 02:29 |
location and function of group members.
As well as more detailed breakdowns of
| | 02:34 |
demographics, growth and activity.
Prior to joining groups, you should
| | 02:39 |
review these statistics to evaluate if
the group is right for you.
| | 02:43 |
Groups provide an opportunity to build
and lead a community of professionals.
| | 02:46 |
You can also use groups internally to
raise questions and seek engagement in
| | 02:50 |
large international teams by setting up a
closed group specifically for your company.
| | 02:55 |
You can also create small focus groups by
inviting specific Linkedin members into
| | 02:59 |
your groups.
To build industry credibility and lead
| | 03:02 |
focused conversations.
You can use team management tools, such
| | 03:06 |
as featuring selected discussions to
influence the tone and the focus of the group.
| | 03:11 |
By joining a group, you'll also increase
the visibility of your personal profile
| | 03:15 |
and your company's profile in searches,
as group membership is a category of
| | 03:18 |
connection that's displayed in advanced
searches.
| | 03:21 |
And will enable your profile to be
displayed to people who are not directly
| | 03:25 |
connected to you.
You can influence opinion in these groups
| | 03:28 |
by contributing content, liking and
commenting.
| | 03:30 |
And the key influence and leaders are
listed on the right hand side of the screen.
| | 03:35 |
To be become an influencer, you'll need
to add content that meets the interest of
| | 03:39 |
the groups.
Content with which they interact.
| | 03:41 |
Any conversations and discussions you add
can be briefly edited within the first 15 minutes.
| | 03:47 |
So prepare your materials in advance,
offline.
| | 03:50 |
Once you enter a discussion you should
follow it to see where the conversation
| | 03:53 |
leads and if further engagement is
needed.
| | 03:57 |
For companies engaging in groups, you
should identify a central person or team
| | 04:01 |
responsible for representing the brand in
these groups.
| | 04:03 |
But remember, the interaction needs to be
personable, so that you can allow contact
| | 04:08 |
to be built and credibility gained.
If you set a company group, you may need
| | 04:12 |
to have a team of people involved to
insure the activity of that group is
| | 04:16 |
monitored or moderated.
Group members can contribute to the
| | 04:19 |
conversation, moderators can prioritze,
and when necessary delete discussions.
| | 04:25 |
Managers will have all of the moderated
capabilities plus control redisplay
| | 04:29 |
moderation and member administration, and
owners will have all the manager
| | 04:33 |
capabilities plus can open the group to
the public, terminate the group or change ownership.
| | 04:38 |
More details on setting up on
participating groups are also covered in
| | 04:42 |
the up and running with Linkedin clause
on lynda.com.
| | 04:45 |
There are also ways in which you can
deeper analytics and control within
| | 04:48 |
groups, but these require you to pay.
You can create adverts to groups.
| | 04:53 |
Copying quotes from discussions to create
an advert which highlights coversations
| | 04:57 |
in the group and provide potential
members with a real time preview of
| | 05:00 |
interesting discussion topics.
You can buy adverts to target members of
| | 05:04 |
groups, or buy adverts in the federation
of groups.
| | 05:08 |
And you can also target based on
interests.
| | 05:10 |
Costs vary for groups, but typically
creating adverts within a group will cost
| | 05:15 |
around $3,500 per month.
If you have a group, and you're looking
| | 05:19 |
to increase the membership, you can also
create adverts to invite people to join
| | 05:22 |
the group.
Finally, there are three categories of
| | 05:26 |
managed groups you can access and you'll
need to contact marketing solutions at
| | 05:30 |
Linkedin to work with these groups.
The first is an enhanced group where you
| | 05:34 |
can purchase the standard banner ads in
the group.
| | 05:37 |
The second is a custom group.
Where you can create customized adverts
| | 05:40 |
that are shown within the group.
And finally, a managed group which is customized.
| | 05:46 |
That is managed by Linkedin itself.
These can cost anything up to two million
| | 05:50 |
dollars per year and cover particular
topics.
| | 05:53 |
You'll receive the advertising space and
control the topics.
| | 05:56 |
Linkedin will actively manage the
membership and the activity of the group.
| | 06:00 |
In all cases remember to feature your
groups on your company page.
| | 06:05 |
You can do this by going to edit your
company page and typing in the first few
| | 06:09 |
letters of the name of the group.
Come back up to the top to publish this
| | 06:13 |
page, the group will now be featured on
the right hand side of the page.
| | 06:19 |
You can do this for groups that you
manage.
| | 06:21 |
As well as groups that your employees are
members of.
| | 06:24 |
Effective promotion of your business
objectives using groups, will rely
| | 06:28 |
heavily on credibility and trust.
Select groups carefully, and build your
| | 06:32 |
presence by contributing insights and
helping solve questions that build
| | 06:35 |
credibility, prior to promoting your
company's needs.
| | 06:39 |
In all cases, you'll need to actively
participate in groups, to get the best
| | 06:43 |
value out of them.
| | 06:44 |
| | Collapse this transcript |
| Advertising| 00:00 |
LinkedIn is a professional networking
platform, rather than a personal
| | 00:03 |
networking platform, and has attracted a
demographic of members that are very
| | 00:07 |
valuable to business who wish to
advertise.
| | 00:10 |
It's most effective in a B2B advertising
environment, as most people are on the
| | 00:15 |
site to better their careers, find a new
job, network, or connect with business contacts.
| | 00:21 |
You're advertising or offer should
therefore speak to somebody who's on the
| | 00:25 |
site for those purposes.
Focus on business rather than
| | 00:28 |
entertainment or personal offerings.
Advertising on LinkedIn shows up in
| | 00:33 |
several places.
On the Home Page, there are clickable
| | 00:36 |
links on the top of the page.
Full-featured contact ads in the
| | 00:40 |
right-hand side column, sponsored job
postings, and further adverts in the footer.
| | 00:48 |
By evaluating how members are using
LinkedIn, you can identify the best fits
| | 00:52 |
for adverts.
Most members are using LinkedIn to
| | 00:55 |
maintain professional identity.
People are also using LinkedIn to make contacts.
| | 01:00 |
This enables you to use your existing
customer base to broaden your brand
| | 01:04 |
within their personal networks.
You can request that they endorse your
| | 01:08 |
profile, your products, your services, or
follow your company.
| | 01:14 |
This will ensure their recommendations
and endorsements show up as updates
| | 01:18 |
within their network.
LinkedIn has developed a suite of
| | 01:21 |
targeted display adverbs that allows
advertisers to select particular
| | 01:26 |
audiences they wish to address within its
membership base in specific and effective ways.
| | 01:32 |
Advertisements follow the internet
advertising bureau standard formats,
| | 01:36 |
which can be found by going to
adspecs.liasset.com.
| | 01:42 |
A detailed list of these specifications
are given, with links to the common
| | 01:46 |
specifications, specifications for
content ads, sponsored in mail, which
| | 01:52 |
allows graphics to be added to your
email, adverts served to an iPad, social
| | 01:57 |
ads, and polls.
There's also a link through to Creative
| | 02:02 |
Submission Templates that allow you to
download examples.
| | 02:06 |
LinkedIn has also set up an Ad Vault with
examples at vault.liadops.com.
| | 02:14 |
If you click on one of these links, it'll
open up examples of previous ads that
| | 02:20 |
have run, demonstrating the functionality
of tabs, as well as integration of video.
| | 02:26 |
Many of these ads will require you to
work directly with LinkedIn, combining
| | 02:31 |
your content with their format to create
a final ad that will be served through
| | 02:35 |
the members.
In a number of different places on
| | 02:38 |
LinkedIn, you'll also be able to create
your own ads.
| | 02:41 |
For instance, on company pages, you can
promote a page using LinkedIn ads.
| | 02:47 |
Using the title of the people you're
targeting can be very effective.
| | 02:50 |
In this case, we're going to create and
an advert for the San Angelica Museum of
| | 02:53 |
Contemporary Art.
We're focusing on selling annual passes.
| | 02:57 |
We'll use a headline of Museum Supporters
Wanted.
| | 03:01 |
We'll select English as the Ad Language.
The media type we're going to select is
| | 03:04 |
Basic, however, we could also select the
Ad Video at this point.
| | 03:08 |
We'll be allowed to create multiple
variations of the ad, and as we create
| | 03:13 |
them, a draft of them will show up on the
right-hand side.
| | 03:16 |
For each advert, you'll need to enter a
headline, and the headline needs to be
| | 03:20 |
very short.
Next, a description up to 75 characters
| | 03:25 |
and two lines, and an image, which you
can either chose from your library or
| | 03:32 |
upload from your computer by choosing a
suitable file.
| | 03:39 |
I'm going to create another variation, by
changing the headline.
| | 03:42 |
If you've used numbers, it may prompt a
warning to come up, advising you not to
| | 03:47 |
use telephone numbers in your adverts.
In this particular case, because I've
| | 03:51 |
used a dollar amount, that should be
okay.
| | 03:54 |
Once you've finished this first step, you
may be asked to sign in again.
| | 03:59 |
The next stage is targeting.
You can make dynamic selections of
| | 04:03 |
locations, companies, titles, schools,
skills, and so forth.
| | 04:08 |
As you select these, the estimated target
audience will change.
| | 04:14 |
Allowing you to target in a much more
focused fashion.
| | 04:20 |
Once you selected your audience and are
comfortable with the estimated target audience.
| | 04:25 |
You can click to go to the next step.
Payment for ads is on a pay-per-click
| | 04:30 |
basis or a pay-per-impression basis and
LinkedIn will automatically suggest a Bid
| | 04:36 |
Range and a Minimum Bid.
You can also set a daily budget with a
| | 04:41 |
minimum budget of $10.
You can turn on Lead Collection, which
| | 04:45 |
will bring up a separate button
requesting authorization to pass on the
| | 04:49 |
details of the people who have opted for
this so that you can contact them easily.
| | 04:54 |
You can then decide to show your campaign
continuously or until a specific date.
| | 04:58 |
Finally, you'll be asked to enter your
payment information.
| | 05:03 |
With an activation fee, and ongoing
billing taking place from that point
| | 05:07 |
forward, until you're either in the
advert or the duration of the advert runs
| | 05:11 |
out automatically.
As we saw, the recommended range is
| | 05:15 |
around $2 for pay-per-click, but this can
run as high as $4 or $5 per click.
| | 05:20 |
With a higher end rate coming in, when
click-through rates typically aren't fantastic.
| | 05:25 |
Click-through rates with vary and a good
rate on LinkedIn is around .025%.
| | 05:29 |
However, if you've targeted your adverts
very closely and feature compelling
| | 05:35 |
content and good photographs or videos,
you should do better than this.
| | 05:39 |
I do recommend that you change your
adverts at least once a month, as old
| | 05:43 |
adverts will fade into the background,
and new adverts tend to get a boost in
| | 05:47 |
terms of impressions, and a chance of
scoring higher click-through rates than
| | 05:51 |
previous ads.
Don't run more than two adverts at a
| | 05:54 |
time, but do test different variations
and change the ones that aren't working quickly.
| | 06:00 |
For the Premium Advertising solutions,
these are priced on a cost per thousand
| | 06:04 |
impressions basis, with minimum budgets.
And are used in a variety of ways
| | 06:08 |
including poll adverts, which allow you
to set up instant focus groups to ask
| | 06:12 |
questions and rapidly analyze responses,
rich content ads, which might be standard
| | 06:17 |
adverts with content, slide share adverts
or expandable adverts.
| | 06:22 |
Follow adverts to encourage people to
follow your company or join a group so
| | 06:26 |
you can message them directly and include
them in more specific and targeted conversations.
| | 06:31 |
Recommendation adverts, used to encourage
people who know and like your company,
| | 06:35 |
products and services to easily add their
voice and authority to your brand.
| | 06:39 |
Or partner messages, such as targeted
emails, costing roughly 2 to $5 per person.
| | 06:45 |
The difference between these and the
standard emails are that these are sent
| | 06:48 |
to a list that has been scrubbed to
ensure the recipients have been active in
| | 06:51 |
the last 30 days.
People who receive sponsored emails will
| | 06:55 |
only receive one within a 60-day period
allowing you to have some exclusivity on
| | 07:00 |
your message.
Remember, emails exist within the
| | 07:04 |
LinkedIn system.
They may not go to the home email unless
| | 07:06 |
the person has selected to have their
emails forwarded to them.
| | 07:09 |
However, they will stay at the top of the
message box in LinkedIn until they're opened.
| | 07:15 |
And a notification will be added on the
Home Page.
| | 07:18 |
This results in opening rates which are
typically around 27%, much higher than
| | 07:22 |
standard open rates for emails.
Adverts are served not only on Linkedin
| | 07:26 |
itself, but also, on partner sites called
the LinkedIn Audience Network.
| | 07:31 |
These are mostly high-end media sites,
some of which are also part of the
| | 07:34 |
DoubleClick Exchange and the ad network
Collective Media.
| | 07:37 |
Because they're in a professional
setting, the engagement and conversion
| | 07:41 |
rates to business-to-business adverts are
also higher than other platforms.
| | 07:45 |
They tend toward social engagement and
consumer items.
| | 07:48 |
| | Collapse this transcript |
| Using keywords in your company profile to increase visibility| 00:00 |
The majority of viewers of you company
pages and profiles on LinkedIn will reach
| | 00:05 |
them via keyword search, either using
LinkedIn itself, through the companies,
| | 00:10 |
or people search features, or via search
engines such as Google, which feature the
| | 00:14 |
professional LinkedIn profiles and
company pages highly in results.
| | 00:19 |
Building a brand with industry leading
expertise, and brand awareness, is
| | 00:23 |
influenced heavily by your team.
You'll need to leverage your employee's
| | 00:26 |
profiles, to build a broader presence
that represents your brand well.
| | 00:31 |
Within there profiles, you need to use
industry specific keywords in the
| | 00:35 |
headline, summary, work experience, and
school sections particularly.
| | 00:39 |
For instance, with Petalia, we've used
the word petal.
| | 00:43 |
Not a particularly strong word, and we
can change this if we wanted to to add
| | 00:48 |
the word florist at the end.
Within the summary section, we've used
| | 00:55 |
several key words including gardener,
environmentalist, events, workshops,
| | 01:01 |
ecogardening, and so forth.
On the company page we need to focus in
| | 01:08 |
the about section.
Using keywords you should reinforce why
| | 01:12 |
you're featured in search results with
specific keywords.
| | 01:16 |
Ensure that the content throughout the
personal profile and the company page are consistent.
| | 01:21 |
Back them up with examples.
For instance, in the case of the Hansel
| | 01:25 |
and Petal home page, products and
services clearly back up the focus on
| | 01:30 |
floristry, events, and ecofriendly
products.
| | 01:34 |
I suggest picking one or two important
keywords and making sure they appear in
| | 01:38 |
the headline and in other sections such
as the summary or skill section.
| | 01:43 |
In particular, the summary section should
include keywords to describe how you'll
| | 01:46 |
help your clients in simple, but
effective language.
| | 01:49 |
Once you have the critical sections
worked out, go through the rest of your
| | 01:53 |
profile again to ensure it's consistent.
If you change a keyword in the summary
| | 01:57 |
section, it will need to be backed up
throughout the rest of the profile.
| | 02:02 |
Replace the vague descriptions of skills,
experience and educational background
| | 02:05 |
with the same key words that are in the
other key sections.
| | 02:09 |
To ensure that people find a reason to
see your profile as a valid result of the search.
| | 02:12 |
This may be particularly important if
you've recently changed your position.
| | 02:17 |
With the same experience from a different
perspective, the text will vary considerably.
| | 02:22 |
Don't stuff the pages with keywords.
Simply use the most effective keywords
| | 02:26 |
and phrases where they fit, and stay away
from industry jargon if possible.
| | 02:30 |
It's particularly important for the
person representing your face on Linkedin
| | 02:35 |
as the strength of their presence in your
industry will directly feed back to your brand.
| | 02:39 |
Across the whole of your employee base,
ensure there is a standard use of
| | 02:44 |
branding for the company name, and common
use of the specific keywords that you
| | 02:48 |
want to have to represent you within
industry.
| | 02:51 |
You can even use keywords in the contact
information by leveraging your website
| | 02:56 |
links, with customized website title that
includes the keyword.
| | 03:04 |
Make sure you've also selected an
industry and that the industry is
| | 03:07 |
appropriate, as industries are one of the
key search criteria for all levels of account.
| | 03:16 |
Use the keywords in company specialty's
descriptions and add products and services.
| | 03:23 |
With corresponding keywords including how
these provide your solutions.
| | 03:29 |
Using your location in the description
section also allows you to create a
| | 03:33 |
combination between the location and
other keywords so that you feature highly
| | 03:38 |
intargeted searches where these have been
combined.
| | 03:41 |
In order to see which keywords are most
effective on a personal profile, you can
| | 03:47 |
review the Who's Viewed Your Profile
section.
| | 03:51 |
And in the paid accounts, or premium
accounts, the top searched keywords will
| | 03:56 |
be shown.
You should request that your employees
| | 03:59 |
share this information with you, so you
can see which have been most effective.
| | 04:03 |
And can build your brand across the whole
of the company.
| | 04:06 |
In selecting keywords you can choose
industry specific ones, process related,
| | 04:11 |
names of equipment, products, software,
or companies.
| | 04:14 |
You can also use a keyword generator
tool.
| | 04:17 |
This creates general terms useful when
opening up to a broader audience.
| | 04:21 |
But you'll also need deeper keywords to
target specific niches.
| | 04:25 |
These are words that industry insiders
might search for.
| | 04:29 |
As you put together these pages, make
sure they retain some personality.
| | 04:33 |
A list of keywords may be effective in
getting found, but LinkedIn is primarily
| | 04:36 |
a professional social network.
Where people will make judgments based on
| | 04:40 |
photographs, languages, keywords, and
descriptions.
| | 04:44 |
That means showing some level of emotion,
personality, and passion on a
| | 04:48 |
professional level.
Keywords will help potential clients to
| | 04:51 |
find you, but no one hires keywords.
They hire people.
| | 04:55 |
| | Collapse this transcript |
| Building a following| 00:00 |
Being followed by people on LinkedIn
provides a number of potential benefits
| | 00:04 |
to businesses.
One of the most important ways that
| | 00:07 |
followers can influence the success of
your business on LinkedIn, is by allowing
| | 00:10 |
you to target messages to them as a
distinct group or focused subgroup.
| | 00:15 |
By following you, they've opted in to
receiving your messages and identified
| | 00:19 |
themselves as people who are interested
in your company.
| | 00:23 |
This decision to follow a company may be
based on career, employment, or
| | 00:27 |
professional interests.
Or a specific interest in the products
| | 00:32 |
and services your company offers.
These provide distinctly different
| | 00:36 |
opportunities to promote your company.
The number of followers you have also
| | 00:41 |
creates a ranking on LinkedIn.
And if we do a search using the key term
| | 00:46 |
florists, we'll see that one of the
selections is to sort by followers.
| | 00:53 |
Having a large number of followers
therefore ensures that you show up higher
| | 00:57 |
in these search results, increasing your
visibility, most likely gaining you
| | 01:01 |
further followers.
The number of followers you have also
| | 01:05 |
shows up as one of the search criterias
or filters, on the left-hand side of the
| | 01:09 |
search screen.
Once again, allowing you to feature in
| | 01:12 |
targeted searches if you have a large
number of followers.
| | 01:16 |
In addition to being listed in the
followers on a company page, the logo for
| | 01:20 |
your company also shows up at the base of
your followers' profile.
| | 01:23 |
This provides a link back to your company
page, increasing your brand with anyone
| | 01:29 |
who reviews the profile in detail.
You'll also be able to gather further
| | 01:34 |
information about your followers in the
followers Insight tool that you'll access
| | 01:38 |
to if you're a member of the company.
And these follower's insights provide
| | 01:42 |
feedback on how effective your page has
been in reaching your targeted objectives
| | 01:46 |
with these specific audiences.
When you send out updates, you can also
| | 01:51 |
select to share these updates with a
targeted audience or with all your followers.
| | 01:56 |
Remember that if you're going to select a
targeted audience, the minimum targeted
| | 02:00 |
size needs to be at least 100 followers.
Sending company updated information
| | 02:06 |
allows these updates to be delivered
directly to the home screen of your followers.
| | 02:10 |
In most cases, it'll mean that it shows
up in the update section of their
| | 02:14 |
homepage, increasing the likelihood of
likes and posts that will raise the
| | 02:18 |
profile of this content across their
entire LinkedIn network, as this
| | 02:23 |
information is now shared to their first
degree, second degree, and third degree connections.
| | 02:28 |
To increase the number of followers you
have, you'll need to provide updates of
| | 02:32 |
interest that develop conversation.
You can start with your update, but be
| | 02:38 |
sure you also respond to any comments.
Use the insights to see which topics
| | 02:42 |
match the interest of your target
followers, and which have gained the most engagement.
| | 02:46 |
Any status updates to gather followers
should be part of a broader strategy.
| | 02:51 |
Including reference to your participation
in groups, posting jobs, and contributing
| | 02:56 |
your comments to updates on other forums.
To gather followers, you'll need to
| | 03:00 |
include different types of content, such
as images or videos.
| | 03:03 |
Remember to involve your employees.
You need to encourage your employees to
| | 03:04 |
share your updates, to spread the word
amongst their professional contacts on LinkedIn.
| | 03:13 |
Once again, increasing the exposure of
your content and your updates will
| | 03:17 |
increase the number of followers you
ultimately gather.
| | 03:20 |
Followers will look for regular updates,
so develop a rhythm.
| | 03:24 |
Select update times that match your
target audience.
| | 03:27 |
In the case of the U.S., occasional
repeats may be needed for different time zones.
| | 03:32 |
For instance, if you're posting for the
New York time zone, you'll need to post
| | 03:35 |
at a slightly different time to the San
Francisco time zone or the Hawaii time zone.
| | 03:40 |
Interesting updates can also be post from
elsewhere, but remember to post updates
| | 03:45 |
that include breaking news, industry
news, jobs and personal and insightful information.
| | 03:51 |
So that your updates are engaging and
create the desire to take the action on
| | 03:55 |
behalf of the person to actually follow
your company.
| | 03:59 |
You can also promote followers by using
the sharing bookmark quote /g.
| | 04:03 |
This allows you to share information you
found elsewhere on the internet very
| | 04:07 |
easily to your pages.
Most followers do not wish to read a full
| | 04:11 |
version of your updates, so keep the
content brief and provide a link to the
| | 04:15 |
longer versions.
Links can easily be read and shared.
| | 04:18 |
By targeting the information through to
your followers, you can ask about
| | 04:22 |
important issues, turn these responses
into a blog post, and involving them in
| | 04:27 |
the outcomes.
You can gain real time feedback that can
| | 04:31 |
be used in product development and
marketing campaigns further down the road.
| | 04:35 |
Equally so, following other companies
allows you to see the insights they're sharing.
| | 04:39 |
But obviously, you won't have the ability
to message their follows directly.
| | 04:43 |
The final category of followers is
personal followers.
| | 04:46 |
To follow a person, you'll need to be a
member of the group.
| | 04:49 |
You can get to your groups by coming up
to Groups and dropping down to Your Groups.
| | 04:54 |
When you enter the group, you'll be able
to see the recent conversations and can
| | 04:58 |
select to follow a member from the
screen, or to unfollow members.
| | 05:03 |
By participating in groups and building
up your own personal followers, you'll be
| | 05:07 |
representing your brand and the
intellectual capital of the employees
| | 05:11 |
within your company.
Followers should be a core audience for
| | 05:14 |
you to engage with as a businesses.
And the number of followers you attract
| | 05:17 |
will accelerate as your initial followers
add themselves to your company and
| | 05:21 |
personal pages.
And build your brands by extension
| | 05:24 |
through their interactions and display of
their preferred brands on their profiles.
| | 05:28 |
| | Collapse this transcript |
| Using Follower and Page Insights| 00:00 |
Administrators of company pages, can take
advantage of some of the analytical
| | 00:04 |
reports provided by LinkedIn.
If you are logged into your account and
| | 00:08 |
an administrator of the company page,
you'll see an Edit button with a drop down.
| | 00:13 |
The options are to Add product or
service, View the Insights, which are the
| | 00:17 |
analytics of followers or pages, Add
Jobs, or promote your page with LinekdIn ads.
| | 00:24 |
Starting out by viewing the Follower
Insights.
| | 00:28 |
The page is laid out with a summary at
the top, and more detailed charts beneath it.
| | 00:31 |
Followers have selected to receive
information about your company.
| | 00:36 |
Increasing the numbers of followers you
have, enables you to directly message
| | 00:39 |
them, with updates on products and
services or other company information,
| | 00:43 |
specifically tailored to people
interested in receiving that.
| | 00:47 |
With a larger group of followers, you can
target updates to sub sets, as long as
| | 00:51 |
these update groups are greater than 100
followers in total.
| | 00:55 |
In the Summary Books, we see the total
number of followers that we have for the
| | 00:58 |
company, as well as the Impressions per
Update, over the last seven days.
| | 01:01 |
If the company page has been up for a
while, there'll also be a history showing
| | 01:05 |
an increase or decrease from the previous
seven days.
| | 01:08 |
You'll have a total number of Impressions
in the last seven days, including
| | 01:11 |
increases and decreases.
As well as the number of company Updates
| | 01:14 |
you've actually published, in the last
seven days.
| | 01:18 |
You should remember, that impressions are
driven not only by company updates, but
| | 01:22 |
also activity elsewhere, such as press
releases or news on other sites or
| | 01:26 |
offline, that may have driven an interest
to review your company page on LinkedIn.
| | 01:33 |
You'll also see a summary of the Update
Engagement over the past seven days,
| | 01:36 |
which is a measure of how much activity
has taking place, relative to the number
| | 01:40 |
of viewers of your pages.
Beneath this are detailed charts with
| | 01:45 |
Monthly Company Update Engagement, and
Follow Demographics broken down by
| | 01:51 |
Seniority, Industry, Function and so
forth.
| | 01:54 |
By analyzing your Follower Demographics,
you can ensure that your updates and
| | 01:58 |
activity are attracting the correct type
of followers to match your company
| | 02:01 |
objectives with LinkedIn.
As your follower base grows, this is a
| | 02:05 |
quick and easy way of identifying
specific core audiences you can reach
| | 02:09 |
with targeted updates.
Next, we have the Company Update Impressions.
| | 02:13 |
Indicating on a monthly basis, how
effective we've been with the company
| | 02:16 |
updates being provided.
Across from this are the Recent Followers.
| | 02:21 |
As you can see, these are given in
relation to the person who is logged in,
| | 02:24 |
and as more followers join the company
page, you can use this section to
| | 02:29 |
identify key influences that you may wish
to engage with, and bring into your own
| | 02:32 |
personal network.
Finally, we have two graphics.
| | 02:36 |
One for members following, which is a
cumulative graph, and one for new
| | 02:40 |
followers, which shows the number of new
followers gained per month.
| | 02:43 |
The next page is the page Insights, once
again with a summary box at the top.
| | 02:51 |
This now breaks information down,
according to the pages themselves, for
| | 02:54 |
the page views in the last seven days,
summarizing all pages.
| | 02:58 |
In this case, we've only got two tabs.
A Home or Overview, and the Products and
| | 03:04 |
Services tab.
If we'd added the Career tab, his would
| | 03:07 |
also be featured here.
The detail reports are now broken down
| | 03:11 |
with a summary or an overview, products
and services, and as I mention a Career
| | 03:16 |
tab if you have one.
We can also see how the pages have
| | 03:19 |
performed based on Seniority, Industry,
and so forth.
| | 03:24 |
Unique visitors are also broken down to
the Homepage or Overview page, and
| | 03:28 |
Products and Services, and the Products
and Services page receives a great deal
| | 03:32 |
more information related to the number of
clicks that it's received.
| | 03:36 |
If a Career page has been installed, a
similar report will be given for that page.
| | 03:40 |
As you roll out campaigns, you should
carefully monitor the number of clicks
| | 03:44 |
your Product and Services and Career
pages receive, to indicate whether these
| | 03:47 |
are resonating with your audience.
In particular if you've released a
| | 03:51 |
critical update through your company page
and have received low interaction, you
| | 03:55 |
may need to review your followers as well
as your page views to identify whether
| | 03:59 |
you have enough followers, in that
specific focus area.
| | 04:02 |
The breakdown between the Overview or
Homepage, Products and Services, and
| | 04:07 |
Careers tab, will also allow you to see
what pages have been optimized for your
| | 04:11 |
audience, and what viewers are most
interested to see.
| | 04:13 |
Jobs, products and services, or general
information about your company, as well
| | 04:18 |
as how efficient your promotions have
been.
| | 04:20 |
This may be related to the use of
keywords, selection of industry, or
| | 04:23 |
timing of updates.
Clicks on the Products and Services page,
| | 04:28 |
will also provide you with information
about how effective your short summary
| | 04:31 |
has been, in driving people through to
the full content, and description of
| | 04:35 |
these particular individual products and
services.
| | 04:39 |
The two Insights tab for followers and
pages, act as a dashboard to rapidly show
| | 04:44 |
the efficiency in reaching for tabs, job
posts and adverts.
| | 04:48 |
Summarizing both activity that's taken
place online, as well as the impact of
| | 04:52 |
your off platform activities.
You should monitor these insights on a
| | 04:56 |
weekly basis, as they update, to ensure
that you make the adjustments necessary
| | 05:00 |
to meet your targets.
| | 05:02 |
| | Collapse this transcript |
| Leveraging search engines| 00:00 |
LinkedIn contains a vast database of
information including profiles, company
| | 00:05 |
pages, and updates through groups and
discussions.
| | 00:07 |
There are now a number of tools that will
allow you to review this content as well
| | 00:11 |
as searching through it.
Including LinkedIn Today, which is a
| | 00:15 |
magazine style compendium of content and
signal.
| | 00:20 |
We can do searches using keywords that
will review the updates and information
| | 00:24 |
provided by your network or everyone on
the network, as long as these updates are public.
| | 00:29 |
LinkedIn has become a trusted source of
content for most of the key search
| | 00:34 |
websites who reference back to its
content in the results pages.
| | 00:38 |
It ranks as the 14th most visited site,
according to Alexa global traffic rankings.
| | 00:42 |
And because of this popularity and the
resulting relevance, search sites such as
| | 00:47 |
Google, rank LinkedIn pages highly in
their results.
| | 00:52 |
If we run a result using Google.
I mention the name of one of the people
| | 00:56 |
for whom we've developed a profile.
We see that their LinkedIn profile is the
| | 01:00 |
top search result.
You can also run searches using company
| | 01:04 |
names, company names and locations, or
keywords and locations, and LinkedIn
| | 01:08 |
results will also feature highly.
To leverage LinkedIn as a platform on
| | 01:13 |
which to publish materials that will
feature highly in search, make sure that
| | 01:17 |
you set up and maintain your company page
with links to your website.
| | 01:20 |
If we come into the company page, we can
see this critical link under the About section.
| | 01:28 |
You should also ensure that all employees
profiles are associated with the company page.
| | 01:33 |
So that their activity is attributed to
your company correctly.
| | 01:36 |
They must use a standard company name and
usually this is achieved by selecting
| | 01:40 |
from drop downs when they're editing
their profile to add new positions, when
| | 01:45 |
they've joined your company, or if your
company page has just been added recently.
| | 01:50 |
You should also recommend that your
employees share as much of the detail
| | 01:53 |
from their profile as they're comfortable
with on the public version.
| | 01:57 |
If we come into settings, and select to
Edit the public profile, your individual
| | 02:04 |
employees will have the option to
customize this.
| | 02:08 |
By showing more detail, they'll feature
more highly in search results, as more of
| | 02:12 |
the keywords will be publicly visible.
In particular, you need to have the
| | 02:15 |
headline, summaries, specialties, current
positions, additional information and
| | 02:22 |
websites visible.
Once again, you should encourage your
| | 02:25 |
employees to use keywords that support
your business targets and your brand.
| | 02:30 |
Ask your employees to send out key
company updates on Pro Lights by their
| | 02:35 |
Linkedin updates on their profiles, as
well as other sources.
| | 02:40 |
They can select to share their updates
with LinkedIn or LinkedIn plus Twitter.
| | 02:44 |
And when they share an update, they could
enter in an address, which will then draw
| | 02:49 |
graphics and specific information from
that site.
| | 02:53 |
Once you've entered in the website
address, you can now overwrite this with text.
| | 02:59 |
The link will remain.
You should request that employees and
| | 03:04 |
people within their networks share your
content, like it or comment on it to use
| | 03:08 |
the power of these exponentially broader
networks.
| | 03:12 |
For instance, ten employees with a
network of 100 people each will
| | 03:16 |
ultimately feature this content on
several thousand pages as an update.
| | 03:20 |
And the more activity that occurs around
a post, the higher it will show up in
| | 03:24 |
search results.
For each profile, you also have the
| | 03:28 |
option to add websites on the contacts
information.
| | 03:31 |
You can select up to three of these.
Make sure to personalize them.
| | 03:36 |
Entering in keywords for the website
title.
| | 03:38 |
And use all three backlinks with your
employees.
| | 03:42 |
Each personal account has these three
slots, and these can link to your company
| | 03:45 |
websites, blogs, and updates elsewhere.
Google uses analysis of backlinks to
| | 03:51 |
drive search engine results, and LinkedIn
purposefully leaves these links open to
| | 03:55 |
indexing by Google.
Having your employees engaged in support
| | 03:59 |
of your company page enables you to
leverage their activity and network
| | 04:02 |
connections, increasing the visibility of
your company content on Linkedin as well
| | 04:07 |
as search engines.
Sharing updates with these connections
| | 04:10 |
should help increase the awareness of
your messages and the web content you
| | 04:13 |
link to in your updates.
Increasing the ranking of that content as
| | 04:17 |
your connections share, bookmark, like
and link to it.
| | 04:20 |
| | Collapse this transcript |
| Getting recommendations for your business| 00:00 |
LinkedIn is a combination of personal and
professional networks.
| | 00:05 |
And these can be very effectively
leveraged by businesses by seeking recommendations.
| | 00:09 |
There are two ways in which your company
can benefit from recommendations.
| | 00:12 |
The first of these is recommendations
made for individual people who work in
| | 00:15 |
your company, which show up on their
profile, and the second is for products
| | 00:19 |
and services, which show up on the
products and services tab of your company page.
| | 00:24 |
According to LInkedIn, a recommendation
is a comment, written by a LInkedIn
| | 00:28 |
member, to endorse a colleague, business
partner, student, or service provider.
| | 00:33 |
People interested in hiring or doing
business with someone, often consider
| | 00:36 |
recommendations in making the decisions.
Recommendations for people need to come
| | 00:40 |
from a person within their network of
contacts.
| | 00:43 |
And once you've received a
recommendation, it'll show up beneath the
| | 00:49 |
relevant position, with a link to the
person who provided the referral, as well
| | 00:53 |
as a brief summary of the referral
itself.
| | 00:57 |
Your employees can manage their
recommendations by going up to profile,
| | 01:00 |
and down to the recommendations button.
In this tab, they can ask for
| | 01:04 |
recommendations, as well as make
recommendations.
| | 01:10 |
Personal profiles will feature a link to
your company, and so will act as a source
| | 01:14 |
of referred recommendation.
This is particularly useful for small
| | 01:18 |
businesses, such as consultants,
designers, freelancers, and other
| | 01:22 |
individual service providers.
You can also ask for company product and
| | 01:25 |
service recommendations from the same
people who provide you with personal recommendations.
| | 01:30 |
You can take both an active or a passive
approach to build your support on
| | 01:33 |
LinkedIn, but in all cases you'll need to
start with a fully completed profile.
| | 01:38 |
All products and services section on your
company page.
| | 01:41 |
Active approaches to get in
recommendations include building your
| | 01:44 |
company network by your individual
employees, paying particular attention to
| | 01:48 |
their clients on LinkedIn.
When a client recommends you or your
| | 01:52 |
employees, their whole network will
receive a notification that they've
| | 01:56 |
endorsed you.
You can actively go out and request
| | 01:58 |
endorsements from current and previous
clients.
| | 02:03 |
And on the company page, on the Products
and Services tab, the recommendations
| | 02:08 |
will be sorted according to how close
they are to your network.
| | 02:11 |
In this case, Antonio has recommended the
product, and his first level connection
| | 02:15 |
Lisbeth has also recommended the product.
To actively manage recommendations for
| | 02:22 |
products and services, you'll need to be
an administrator of the account and log
| | 02:25 |
into your own company page.
I'm going to log in again.
| | 02:33 |
And I've logged in again so that I can be
an administrator and work with the
| | 02:36 |
products and services section.
As an administrator, I can see the number
| | 02:42 |
of impressions my products and services
page has received, as well as the recommendations.
| | 02:46 |
I can go in and manage the
recommendations that have been received,
| | 02:53 |
including deleting them if I don't feel
they're appropriate.
| | 02:56 |
I can buy advertising for the product,
including recommendation adverts.
| | 03:00 |
And where I've received unsolicited
recommendations, you should always
| | 03:04 |
remember to acknowledge these.
Give thanks and connect to these grand champions.
| | 03:10 |
To create passive endorsements, create
alternative pages for different audiences
| | 03:14 |
that optimize the views so that the most
relevant products are shown to the viewer
| | 03:18 |
on the first screen.
And so that the background information
| | 03:22 |
draws in their attention.
When you set up your products and
| | 03:28 |
services tabs, you can also add contacts.
This increases the likelihood that
| | 03:33 |
customers will follow up to get more
information and provide you with recommendations.
| | 03:37 |
Insure that you add a variety of formats
of information, including video,
| | 03:41 |
photographs, and descriptive text to
highlight the benefits in an engaging way.
| | 03:47 |
No one would want to endorse a product
that you present poorly.
| | 03:50 |
You can also feature your products and
services in updates with links through to
| | 03:54 |
these pages and request for
recommendations.
| | 03:56 |
People who endorse you and recommend you,
do so most strongly within their own
| | 04:01 |
network of contacts.
You should pay attention to who has
| | 04:05 |
endorsed you and ensure that you fill
gaps, geographically, functionally, or
| | 04:09 |
within industries by creating targeted
products and services pages.
| | 04:15 |
| | Collapse this transcript |
| Translating your page into other languages| 00:00 |
LinkedIn is a global network of business
professionals, from more than 200
| | 00:04 |
countries and territories.
While English is the official language of
| | 00:08 |
most members, other linguistic groups are
growing fast.
| | 00:11 |
And for global companies, well those
operating with international client bases
| | 00:15 |
and partners, a second language can be
very effective in building brand
| | 00:19 |
awareness and business opportunities.
Taking a look at LinkedIn's official
| | 00:23 |
statistics, according to the latest
numbers, the USA, India, England, Brazil,
| | 00:28 |
and Canada have the most members,
indicating that English is still the
| | 00:34 |
predominant language.
However the fastest growing countries are
| | 00:37 |
Turkey, Colombia, and Indonesia, where
both economic growth as well as expansion
| | 00:45 |
of the platform make local languages a
valuable consideration.
| | 00:49 |
For instance, translation of your page
into Spanish will open access to most of
| | 00:54 |
Latin America and parts of Europe.
And translation into Portuguese will open
| | 00:59 |
Portugal, Brazil and parts of Africa.
Beyond the website itself, we're also
| | 01:06 |
seeing mobile access growing fastest in
China, Brazil and Portugal, and Italy.
| | 01:13 |
To support this diversity, LinkedIn has
launched its services in 19 languages so
| | 01:17 |
far, including Dutch, French, German,
Italian, Portuguese, and Spanish.
| | 01:22 |
And for many of the countries in Europe,
as well as the USA, representation of
| | 01:27 |
your brand in a second language can offer
huge potential advantages.
| | 01:31 |
For example, in the USA, Spanish is the
second most common language, spoken by
| | 01:37 |
over 12% of the population.
In fact, the United States holds the
| | 01:41 |
world's fifth largest Spanish speaking
population.
| | 01:44 |
And in Europe, the most widely spoken
mother tongue in the European Union is
| | 01:48 |
German, while 51% of adults understand
English.
| | 01:51 |
And French is the official language
common to all three cities that are the
| | 01:56 |
political centers of the union.
Optimizing your company page for other
| | 02:00 |
languages can be done by going into Edit
mode and selecting the alternate language.
| | 02:08 |
You'll need to add the Overview page
description in another language, and this
| | 02:12 |
will now show up to people who have
selected that language as their primary one.
| | 02:17 |
You should also consider leveraging your
team's language skills by ensuring that
| | 02:21 |
they both list languages in their
personal profiles.
| | 02:24 |
As well as creating alternative versions
of their personal profiles in other
| | 02:27 |
languages, where they are competent
enough to represent your company at a
| | 02:31 |
professional level.
Additional language versions will create
| | 02:34 |
a unique public URL, which can be used on
email signatures and business cards that
| | 02:39 |
feature this language.
While not all parts of LinkedIn are
| | 02:43 |
optimized for multiple language versions,
the growth in representation of languages
| | 02:47 |
other than English, and the high degree
of familiarity that a native speaker
| | 02:51 |
feels in reading their own language
creates an important advantage for those
| | 02:55 |
businesses taking this extra step with
their LinkedIn presence.
| | 02:58 |
| | Collapse this transcript |
|
|
5. Attracting and Hiring TalentCareers and talent| 00:00 |
LinkedIn is currently the leading talent
platform, driving more views per job than
| | 00:05 |
Twitter or Facebook.
The use of LinkedIn by recruiters and
| | 00:09 |
employers, or those seeking jobs or
business service opportunities is a
| | 00:13 |
critical revenue source for LinkedIn.
With over 50% of the revenue of LinkedIn
| | 00:18 |
currently derived from talent solutions.
Talent solutions is made up of a robust
| | 00:23 |
range of tools and accounts provided to
enable career and employment-related activities.
| | 00:28 |
There are four main products offered by
LinkedIn for these purposes.
| | 00:32 |
Talent accounts and recruiter tools used
to find talent, review profiles and
| | 00:37 |
engage with candidates.
This is primarily a human resources
| | 00:41 |
recruitment tool, used to proactively
seek passive candidates.
| | 00:46 |
The second main product is job posts,
either by the recruiter tool or accessed
| | 00:52 |
from the main LinkedIn pages via the Jobs
tab.
| | 00:56 |
Job posts are used to feature currently
open positions that you're recruiting for.
| | 01:00 |
And will be placed on your company page
under the Careers tab if you have one,
| | 01:04 |
but can also be found on searches by
candidates reviewing positions listed
| | 01:07 |
under the Jobs tab.
The Careers tab on company pages, is now
| | 01:11 |
a separate option that you'll need to
purchase with a silver or gold package,
| | 01:16 |
allowing you to create your employment
brand, and highlight all the currently
| | 01:20 |
open positions at your company.
The Careers tab also provides you with
| | 01:23 |
space that can be used for employment
branding.
| | 01:26 |
Using images, video, employee
testimonials, and a description that
| | 01:30 |
provides the background to your company.
This page can also be used to encourage
| | 01:34 |
candidates to follow your company for
more opportunities in the future.
| | 01:38 |
Job post display advertisements can also
be used on your employee's pages.
| | 01:43 |
To highlight vacancies to people within
their networks.
| | 01:46 |
The jobs shown will be personalized to
each viewer, making them more effective
| | 01:49 |
at getting click throughs, than banner
adds on random pages.
| | 01:53 |
As a human resource platform, LinkedIn
has four main sets of users that will
| | 01:57 |
guide your activities.
Active job seekers looking for posts and
| | 02:01 |
researching companies.
These will be drawn to both company
| | 02:04 |
pages, employee profiles, and the jobs
section.
| | 02:07 |
Passive candidates available for
recruitment or engagement, based on the
| | 02:11 |
details in their profiles, and upwards of
60% of professionals are open to
| | 02:15 |
opportunities, but not actively looking.
These profiles will provide the
| | 02:18 |
information you need to start talking,
and explore a match.
| | 02:21 |
By searching for talent using the
Recruiter tool, or from the personal
| | 02:26 |
accounts, advanced searches for people.
Another category is obviously recruiters
| | 02:32 |
and employers, seeking talent via job
posts and searches of passive candidates.
| | 02:36 |
And finally external talent, partners,
consultants, short-term contractors
| | 02:41 |
seeking consulting partnership or
short-term opportunities.
| | 02:43 |
They may not be actively looking at the
job section however, will be active in
| | 02:47 |
the rest of the site, updating their
professional galleries, contributing to
| | 02:51 |
groups, adding projects, and adjusting
their profiles so they can be found easily.
| | 02:56 |
This activity is a good indicator, in
most cases, that people are actively
| | 02:59 |
looking for opportunities.
In order to achieve the most effective
| | 03:03 |
results for business, seeking to fulfill
career and talent-related targets, a
| | 03:07 |
combination of employee profiles and
company pages is required.
| | 03:11 |
Personal profile pages of employees must
represent the skills and backgrounds of
| | 03:16 |
target employees, as well as providing
informal avenues for inquiries in
| | 03:20 |
networking for candidates and other
professionals.
| | 03:22 |
Company pages must represent the
corporate culture.
| | 03:25 |
If there's a Career tab, it should be
used for the employment brand.
| | 03:30 |
And these pages should be used to engage
and attract the best possible candidates
| | 03:33 |
and partners.
With over 2 hundred million profiles of
| | 03:36 |
candidates and 3 million company pages,
LinkedIn has now become a highly
| | 03:41 |
effective career tool for professionals
and businesses effectively looking to
| | 03:44 |
find appropriate matches between open
career opportunities and the talent
| | 03:48 |
needed to fill them.
| | 03:49 |
| | Collapse this transcript |
| The Jobs section and group job posts| 00:00 |
LinkedIn offers a number of ways to post
job opportunities currently available at
| | 00:04 |
your company.
These include buying job posts as a
| | 00:07 |
one-off activity with a specific job
posted, buying a bulk pack of five or ten
| | 00:13 |
jobs within the same cost range.
Placing free posts in the jobs section of
| | 00:18 |
groups, or as part of the services in a
recruiter account, where job slots are
| | 00:22 |
allocated and jobs can be rotated into
the number of slots you have over a
| | 00:26 |
period of time.
To place a paid job post, we come across
| | 00:30 |
to the Jobs link.
You'll have an option to post a job.
| | 00:34 |
We'll go directly to Post a Job from the
same drop down.
| | 00:37 |
Jobs are priced based on the area in
which they'll be served, and we'll adjust
| | 00:41 |
this later to see how it affects the
price.
| | 00:43 |
By default, the company you're currently
working for will be selected and
| | 00:47 |
pre-populated into the company's field.
Make sure that their logo is also showing
| | 00:51 |
up and if not, you may need to reenter
your company name.
| | 00:54 |
You should enter in a brief company
description.
| | 00:56 |
This doesn't need to match the company
description you have on your company page
| | 00:59 |
and should be written to attract the most
applicants possible.
| | 01:03 |
Select an industry, particularly
important to select the correct
| | 01:06 |
industries, as this is one of the key
search criteria for applicants.
| | 01:09 |
However, you can select several
industries, if you wish.
| | 01:12 |
You'll be prompted to add in the job
title, the experience level, and the function.
| | 01:16 |
Once again, with functions, you can
select several categories.
| | 01:20 |
Employment type should be selected, along
with a brief job description and the
| | 01:25 |
desired skills and expertise.
You currently also have the option post
| | 01:29 |
the job to the Veteran's Job Bank.
Next, you'll have to select how
| | 01:32 |
candidates apply.
The first option is to collect the
| | 01:35 |
applications on LinkedIn and send
notifications through to your email address.
| | 01:39 |
Alternatively, you can direct applicants
to apply on an external website.
| | 01:43 |
This could be your company page or an
applicant tracking system.
| | 01:47 |
I recommend allowing your profile summary
to be shown with the job listing, to
| | 01:50 |
allow people to contact you for further
details, should they wish.
| | 01:53 |
The final step is to select the post
code.
| | 01:55 |
Once you've entered in a valid post code,
the pricing will change and adjust accordingly.
| | 01:59 |
As mentioned before, if you're buying a
five job pack, or a ten job pack, you'll
| | 02:04 |
get a discount.
But the future jobs you post must be in
| | 02:07 |
the same price range to enable you to use
these credits.
| | 02:10 |
If your job post is complete, you can now
save it as a draft.
| | 02:13 |
And if not, you'll be prompted to go back
and fill in the missing items.
| | 02:22 |
Draft jobs will now be shown under the
Jobs tab by clicking on the Manage Your
| | 02:26 |
Jobs link and selecting Drafts.
You can click on the title to go through
| | 02:32 |
to the job, or select to delete or post.
Once you click the posted job, you'll
| | 02:40 |
also be offered the option to showcase
your job, which will require you to set a
| | 02:44 |
budget and a cost per click.
Posted jobs are featured more highly at
| | 02:48 |
the top of the Jobs You May Be Interested
In box and elsewhere where the job
| | 02:51 |
recommendations are given.
Finally, you'll need to enter the payment information.
| | 03:00 |
Once you've entered the payment
information, you'll have a chance to
| | 03:02 |
review your order before placing it.
The job can now be shared on the LinkedIn
| | 03:07 |
network with a brief cover note, and the
selection of visibility to everyone
| | 03:12 |
willing to network or only connections.
You can select to post to Facebook, in
| | 03:17 |
which case you'll need to connect your
accounts.
| | 03:19 |
Or Twitter, or through to individuals.
Once your job has been posted, you'll be
| | 03:26 |
able to manage it by coming up and
selecting the Jobs tab and coming down to
| | 03:30 |
the Manage Your Jobs link.
If you select your job, you can now take
| | 03:34 |
further actions.
Reviewing the recent applicants, further
| | 03:39 |
sharing your job, renewing your job
within the 30 day period, editing the
| | 03:46 |
job, copying the job to create another
one, closing it, or viewing the listing.
| | 03:51 |
Your job has now been posted in the job
section of LinkedIn, and can be found by
| | 03:56 |
people seeking jobs by clicking on the
Find Jobs link.
| | 04:00 |
People will search for jobs using the job
title, keywords, or the company name.
| | 04:04 |
The jobs are linked to specific areas,
and so they'll also need to enter in a
| | 04:08 |
zip code.
The jobs will also be shown on the Home
| | 04:14 |
screen of your company page, in the
right-hand column under the tab Careers.
| | 04:18 |
As well as shared with people who are
following your company in their Followed
| | 04:24 |
Company updates.
| | 04:25 |
| | Collapse this transcript |
| Recruiter job posts| 00:00 |
You can post jobs using the Corporate
Recruiter account which is allocated with
| | 00:05 |
job slots where jobs can be rotated in
and out over time.
| | 00:09 |
To get to the Recruiter Account, sign in
to your personal account.
| | 00:13 |
If you have access to the Corporate
Recruiter account as well, a link will be
| | 00:16 |
shown at the top of your screen on the
left hand side.
| | 00:19 |
Clicking on this will take you into the
recruiter account.
| | 00:22 |
There are two pays you can post a job
from this screen.
| | 00:25 |
The first is through the post a job
button, which is found in the column on
| | 00:28 |
the right hand side.
You can also come up to jobs in the top
| | 00:31 |
navigation bar and slide down to the post
a job link.
| | 00:35 |
Posting jobs using the recruiter account
is very similar to posting jobs on
| | 00:39 |
LinkedIn's main website.
However, there're a couple of small differences.
| | 00:43 |
You'll need to fill in the standard
information such as job title.
| | 00:46 |
However, company will be prefilled based
on the contract.
| | 00:51 |
In this case, the San Angelico Museum of
Contemporary Art owns the recruiter
| | 00:55 |
account and the company has been
prefilled with their name.
| | 00:59 |
Country's also been pre-selected as has
post code.
| | 01:02 |
You'll notice here that we're selecting
the postal code at the top of the job posting.
| | 01:06 |
We can further refine with a location.
As opposed to job posts on the main
| | 01:10 |
LinkedIn website, these two selections
will not affect the pricing, as jobs
| | 01:14 |
posted using the recruiter suite will be
rotated into job slots as opposed to
| | 01:19 |
purchased on the basis of the location
itself.
| | 01:21 |
Standard fields such as type of job,
experience of job, industry and job
| | 01:26 |
function are required.
You'll now see you have the option to
| | 01:31 |
enter in compensation, a referral bonus,
an employer job ID and a tracking pixels.
| | 01:37 |
These are not required and are additional
items available through the recruiter suite...
| | 01:41 |
You'll need to fill in a job description,
along with desired skills and experience.
| | 01:45 |
However, the company description has
already been filled in, based on the
| | 01:48 |
information provided in the company page.
You can select or post a job from a
| | 01:53 |
number of different people.
In this case, I'm signed in as Antonio,
| | 01:56 |
but Daniel, Elizabeth, and Jonathon, have
also got roles within the recruiter suite.
| | 02:01 |
So even though I"m writing the job I can
actually post it from another account.
| | 02:05 |
Once again I can select and direct the
candidates to a website or applicant
| | 02:09 |
tracking system, or collect the
applications in recruiter and be notified
| | 02:13 |
by email.
As you can see I've posted from Daniel's
| | 02:15 |
position, but since Antonio will be
managing this posting I've entered in his
| | 02:19 |
email so that notifications come through
to him...
| | 02:22 |
Jobs can then be posted directly or saved
as drafts.
| | 02:25 |
If you save a job as a draft you'll be
able to access it again by coming up to
| | 02:29 |
the jobs link and down to manage jobs.
If you click on the drafts box a list of
| | 02:35 |
your draft jobs will be shown.
You can select the job again to edit it
| | 02:41 |
or post it.
Once your job has been posted you'll have
| | 02:45 |
several further options.
You can share the job through Linkedin
| | 02:49 |
network, Facebook account, Twitter,
groups that you're a part of or forward
| | 02:54 |
it to individuals on Linkedin.
Within the LInkedin network you can also
| | 02:57 |
add a cover text so it's in the
visibility to connections or everyone on
| | 03:01 |
the network.
Within Facebook, you'll need to log in to
| | 03:05 |
your account and connect your LinkedIn
and Facebook together so that an update
| | 03:08 |
message can be posted.
Within Twitter a similar log in will be
| | 03:13 |
required, and within Groups, you'll need
to enter the groups that you belong to.
| | 03:21 |
As you start to type, a drop down box
with the available options will be
| | 03:25 |
presented to you.
Once again, you can put a cover note to
| | 03:28 |
describe the job, and click on the Share
button.
| | 03:34 |
This job can now be managed, and LinkedIn
has automatically matched the description
| | 03:38 |
of the job to a number of potential
candidates.
| | 03:41 |
You can filter through these characters
based on their activity, status, source,
| | 03:48 |
whether they are a company follower or
not, and a number of other criteria that
| | 03:52 |
will enable you to use these filters to
show a list of candidates that LinkedIn
| | 03:56 |
has already provided.
For each candidate you will be able to
| | 03:59 |
add them to a clipboard.
To a project I'll send a message directly.
| | 04:06 |
If you have no connection to them you'll
need to use an inmail, these messages
| | 04:09 |
will also be tracked in your inmail
analytics.
| | 04:14 |
You've come to the overview screen of the
job you'll be able to see an overview
| | 04:19 |
including recent applicants, further
actions you can take with the job and
| | 04:22 |
profile matches.
As the applicant list grows you'll be
| | 04:26 |
able to filter this by who's applied in
the last 24 hours, any that you've
| | 04:30 |
reviewed and hidden, keywords within the
applicants profiles.
| | 04:34 |
And a range of other filters, such as
their activity on LinkedIn.
| | 04:37 |
And more advanced filters that will allow
you short list your candidates and
| | 04:41 |
rapidly make decisions on which are the
most appropriate.
| | 04:43 |
In addition, you can add the candidates
to clipboard, project, or send messages
| | 04:48 |
directly, including using inmail.
Which will then be tracked in the inmail analytics.
| | 04:56 |
As your job progresses and more
applicants come in, the job will also be
| | 05:01 |
featured on the jobs analytics screen,
which allows you to see how many jobs you
| | 05:05 |
have posted.
How many views there have been and how
| | 05:08 |
shares there have been in the last seven
days, thirty days, or ninety days.
| | 05:13 |
The information provided as a total of
all jobs or as an average with views per
| | 05:17 |
job and shares per job.
Third information in a graphical format
| | 05:21 |
is (UNKNOWN) link Or the shares link.
Once again, offered as a total or an average.
| | 05:30 |
The corporate recruiter account creates a
central hub to allow a company to collate
| | 05:33 |
the posting and tracking of jobs,
candidate lists and candidate review
| | 05:37 |
within a team.
Ensuring that hiring managers, job
| | 05:40 |
managers and recruiters are able to
leverage Linkedin to rapidly and
| | 05:44 |
effectively fill positions.
| | 05:46 |
| | Collapse this transcript |
| Candidate profiles| 00:00 |
Personal profiles on LinkedIn are the
main source of candidate information.
| | 00:05 |
In the process of previewing passive
candidates, reviewing applicants and
| | 00:09 |
sourcing external candidates relies on
effective use of this information
| | 00:14 |
provided by candidates on their profiles.
There are several key sections of a
| | 00:18 |
standard profile that will enable to
rapidly shortlist the most appropriate
| | 00:22 |
people to fill your search.
If you're sourcing passive candidates, or
| | 00:26 |
seeking external expertise, such as
consultants, who are not reviewing or
| | 00:30 |
engaging with job posts, advanced
searches using a range of keywords will
| | 00:35 |
provide an initial list of suitable
matches.
| | 00:37 |
Now, depending on your account level, you
may need to run these searches several
| | 00:41 |
times to enable you to access a broader
range of results.
| | 00:45 |
And you should adjust and refine the
keywords you use so that you get
| | 00:49 |
different results in different searches.
In addition to the advanced people search
| | 00:54 |
and the searches using the recruiter
tool, you can also search using skills
| | 01:03 |
and expertise as key words.
If you enter in a keyword you'll be
| | 01:09 |
delivered to a page with a definition of
that word.
| | 01:12 |
Some alternative related skills.
A list of professionals who have
| | 01:16 |
identified that skill as one of their top
skills in their profile.
| | 01:19 |
Some information about the keyword itself
in terms of relative growth of use, how
| | 01:24 |
many people are using the word and the
demographic of those people, their age.
| | 01:28 |
Beneath this you'll also have related
locations.
| | 01:33 |
Which are locations where the keyword is
particularly popular.
| | 01:36 |
And groups where the keyword is featured.
By combining related skills, reviewing
| | 01:41 |
the recommended professionals,
identifying if the age and demographics
| | 01:46 |
are correct, the locations are correct,
and the description is correct.
| | 01:51 |
You can quite quickly identify which will
be the most effective keywords for your
| | 01:54 |
new search.
Within the profiles themselves, there are
| | 01:59 |
several key areas that you should review.
Whilst the title may often be a match to
| | 02:03 |
your keywords, more information is
usually provided in the Summary section.
| | 02:08 |
Since this is a free form section of
text, this will also give you an
| | 02:11 |
indication of the writing style of a
candidate.
| | 02:14 |
Some candidates will use their name to
increase their branding and will write
| | 02:17 |
this section from a third party
perspective.
| | 02:20 |
Beneath this summary is the work
experience.
| | 02:23 |
Once again, the description here of the
work is entered by the candidate and they
| | 02:28 |
won't enter this information in all cases
or make it visible to the public.
| | 02:31 |
If honors, awards, or recommendations
have been given related to that
| | 02:36 |
particular position, these will be listed
beneath the position itself, as well as
| | 02:41 |
at the base of the profile.
By reviewing different companies, we can
| | 02:45 |
see how the persons progressed through
their career, but also use this
| | 02:48 |
information later in reference searches.
Education is split into two sections,
| | 02:53 |
with certifications coming first, which
demonstrate the candidate's commitment to
| | 02:57 |
ongoing learning and with formal
education below the Skills and Expertise section.
| | 03:02 |
Coming back to Skills and Expertise, if
the person has been endorsed for a
| | 03:07 |
specific skill, an icon for the endorse
will be shown on the right-hand side.
| | 03:11 |
And a count of the number of endorsements
on the left-hand side.
| | 03:14 |
By hovering over this and clicking, we
can pull up more detailed description of
| | 03:19 |
the people who provided an endorsement,
as well as a link through to their profiles.
| | 03:24 |
This may enable you to see how valid the
endorsement is based on the person's
| | 03:28 |
current position and the company they
work for.
| | 03:32 |
At the base of the additional information
section is a part called advice for
| | 03:36 |
contacting and then the name of the
candidate.
| | 03:38 |
Make sure you review this, as this may
give you valuable information about how
| | 03:42 |
to contact the person.
For instance, in the case of Antonio he's
| | 03:45 |
recommended e-mailing him at work as he
doesn't check his in-mail on a regular basis.
| | 03:52 |
A more detailed view of the
recommendations is also given and these
| | 03:55 |
should be assessed on the basis of
relevance as well as content.
| | 03:59 |
They are similar to references on a
traditional resume.
| | 04:02 |
Up to two of these may have been listed
with links to the profile of the person
| | 04:05 |
who provided them beneath the relevant
job above.
| | 04:07 |
Full details will be given here.
Recommendations are dated and you can
| | 04:12 |
quickly check to see if people have been
swapping recommendations by going into
| | 04:16 |
the person whose given the
recommendation's profile and checking the
| | 04:20 |
dates on recommendations they've received
as well.
| | 04:22 |
Premium accounts may have access to
reference searches.
| | 04:25 |
And you can find these by going to the
advanced link at the top of your screen
| | 04:28 |
and across to reference search.
Here you can enter the name of the
| | 04:33 |
company, the name of the candidate and
the years they worked there.
| | 04:37 |
This will search through your database of
connections and see if there's anyone you
| | 04:41 |
know that may have worked at the same
company at the same time as the candidate.
| | 04:46 |
This allows you to get an informal
reference from within your own network as
| | 04:50 |
opposed to relying on the external
references that may have been given in
| | 04:53 |
the past as I've shown on the profile.
If your searches identify the candidate
| | 04:57 |
that you are interested in but they're
not a perfect match to your current post
| | 05:01 |
you might consider saving the profile.
This allows you to add notes and tags, as
| | 05:07 |
well as organizing potential candidates
in your Profile Organizer.
| | 05:11 |
You can use this to create folders for
prospects or particular projects.
| | 05:16 |
And in an organization that's rapidly
growing, will likely to hire a range of
| | 05:19 |
people with similar skill sets.
This can save you a considerable amount
| | 05:22 |
of time once you've built up your own
talent pipeline.
| | 05:26 |
As mentioned before, groups are also a
great place to search for candidates.
| | 05:29 |
And if you go into a group and review the
top influences, as well as reading
| | 05:34 |
through the discussions, you'll often
come up with a few more candidates that
| | 05:38 |
have relevant experience and focus in
your industry.
| | 05:41 |
If you're a member of the group, you can
click on the members tab and search for
| | 05:45 |
specific names or keywords that will
shortlist down the members to a candidate
| | 05:49 |
list that may be best for you.
To gain the best access to a broad range
| | 05:54 |
of candidate profiles you should start by
building your network.
| | 05:58 |
The larger your network, membership of
groups and participation on LinkedIn, the
| | 06:02 |
more effectively you'll be able to reach
and review candidates profiles.
| | 06:06 |
Remembering that many people will provide
a great deal more detail within their
| | 06:10 |
network, in their private profiles than
they have outside of their network in
| | 06:14 |
their public profiles...
| | 06:16 |
| | Collapse this transcript |
| Etiquette| 00:00 |
LinkedIn contains professional profiles,
as well as a live database of
| | 00:04 |
conversations and content, that are
incredibly insightful and useful for businesses.
| | 00:09 |
It's a professional networking platform
that is based on personal information
| | 00:13 |
that's entered by individual users.
Because of this, you should be aware that
| | 00:17 |
the current perspectives and interests of
the people behind the profiles are not
| | 00:21 |
always represented fully, unless they've
updated them.
| | 00:24 |
For instance, there may be a delay in
people updating their new positions or
| | 00:28 |
shown they've left a job.
60% Of people on LinkedIn are considered
| | 00:32 |
passive candidates, and may be willing to
consider a new position, but have not yet
| | 00:36 |
made this clear through their
preferences.
| | 00:38 |
And public and private profiles may
differ considerably in terms of the
| | 00:42 |
details shown.
In some cases, people will have hidden
| | 00:46 |
their public profile.
In others, they may have reduced the
| | 00:50 |
information available, taking out
pictures, details of their history, or
| | 00:55 |
other areas.
Clearly, the less information people
| | 00:58 |
share, the less likely it is that they'll
show up in your searches.
| | 01:02 |
But to make use of LinkedIn more
effective, during your initial contact
| | 01:05 |
and subsequent engagement with people, I
recommend you follow a few basic
| | 01:09 |
guidelines that take into consideration
peoples' different preferences.
| | 01:14 |
For most account levels, the larger your
network, the greater access you'll have
| | 01:18 |
to the details within peoples' profiles.
And the more likely it is that you'll
| | 01:21 |
share someone in common within the
networks you could provide an introduction.
| | 01:26 |
For this reason, many people request
connections with influences in specific
| | 01:29 |
geographies or industries, and where the
person who's requesting the connection is
| | 01:34 |
currently focused..
Before you do this, ask the person you're
| | 01:37 |
seeking the connection from if they're
open to it.
| | 01:40 |
Connections should always come after some
level of initial contact and
| | 01:43 |
communication has established a
relationship.
| | 01:46 |
The response rate to cold connection
requests is very low, and understanding a
| | 01:50 |
little bit more about the person before
you connect to their network, you'll
| | 01:53 |
ensure that the networks you're combining
have the same standards and values of the
| | 01:57 |
people within their networks.
Connection should be valuable, not just automatic.
| | 02:02 |
As once you're connected, you'll have
access to the whole of that trusted network.
| | 02:06 |
If you're joining groups to seek
connections with members, make sure you
| | 02:10 |
read any group rules that may exist, that
the specific culture for each group may
| | 02:15 |
vary considerably, and while some groups
will openly encourage seeking connections
| | 02:19 |
with other members of the group, others
are more private.
| | 02:22 |
And prefer to focus solely on the
discussions and creating content within
| | 02:26 |
the group.
There's also a category of open networker.
| | 02:30 |
At certain account levels, people can
select to be part of the open link network.
| | 02:35 |
And by doing so, they're encouraging
other people to send invitations to them,
| | 02:38 |
messages to them, and potentially
connections with them.
| | 02:42 |
If you're a recruiter, you might want to
look for people who have more
| | 02:45 |
connections, so that when you join their
network, you're part of a larger network,
| | 02:48 |
rather than becoming a standout in a very
small, focused, and intimate group.
| | 02:53 |
If you send connection requests or
messages, make sure you personalize these.
| | 02:59 |
This takes more time, but it creates an
intimacy and a relevance that will allow
| | 03:02 |
much greater response rates to your
messages and requests.
| | 03:05 |
In reviewing people's profiles, take time
to see what you share in common with them
| | 03:10 |
whether it be people, geographies, or
interests.
| | 03:12 |
All of these are shown in the In Common
section on the right-hand side of the profile.
| | 03:17 |
As you send your activity updates, make
sure these are brief, but informative and
| | 03:21 |
professional, as these will show up on
the homepage of your entire network.
| | 03:25 |
You should also space out any activity
updates, so that if you're sending out
| | 03:28 |
multiple updates within a day you allow
other people's information to be
| | 03:32 |
interspersed with yours so you don't
dominate the update queue.
| | 03:36 |
If you're seeking to grow your network so
you can gain introductions to valuable
| | 03:39 |
people, you should also be willing to
provide introductions within your own network.
| | 03:43 |
And you may need to apply this test as a
recruiter to ensure that you're not
| | 03:46 |
building a network where you expect a one
way flow of introductions.
| | 03:49 |
However, there are cases where you may
need to respect people's privacy.
| | 03:54 |
This may mean closing your network, so
that only you can see the full range of
| | 03:59 |
people within that network.
You should note that people will always
| | 04:02 |
be able to see shared connections.
As you're reviewing profiles, you should
| | 04:06 |
also be aware that people don't manage
their settings on a regular basis.
| | 04:09 |
And they may not have updated the types
of messages that they are willing to receive.
| | 04:13 |
For instance, people may have checked
career opportunities, expertise, and so
| | 04:18 |
forth, and not bothered to un-check these
at a later stage or vice versa, they
| | 04:23 |
might not have updated these to include
areas they are currently interested in.
| | 04:26 |
New people are joining the website at a
rapid pace, and networks are growing.
| | 04:31 |
Do not assess candidates solely on the
basis of how completely they have filled
| | 04:35 |
out their profiles in the past, or how
they've grown their networks.
| | 04:38 |
As they may simply new to the platform,
rather than lacking in the appropriate background.
| | 04:42 |
With a more established network, make
sure you treat the whole network with
| | 04:45 |
respect, do not spam requests for
referrals to people who are not in the
| | 04:49 |
appropriate industry.
For instance, requesting everyone in your
| | 04:51 |
network for potential applicants for a
specific job in a specific industry.
| | 04:56 |
With a broad network, we’ll tend to have
people across a range of industries.
| | 05:00 |
Target your requests.
As a recruiter, or user of this business
| | 05:05 |
platform, you’ll be expected to be
absolutely professional at all times.
| | 05:09 |
Effective use of LinkedIn for business
relies on open and honest conversations.
| | 05:13 |
But you should also encourage engagement
by responding to messages quickly and as
| | 05:18 |
fully as possible when using the
platform.
| | 05:20 |
| | Collapse this transcript |
| Integration of talent| 00:00 |
As people join your company or change
positions, their profiles will be
| | 00:03 |
featured in the Employees With New Titles
section on the Insights tab.
| | 00:08 |
To ensure that you take advantage of the
growth and changes in your company, work
| | 00:11 |
with these employees so that they've
correctly selected the company, and their
| | 00:15 |
profiles are fully represented.
These profiles are likely to attract more
| | 00:19 |
attention by virtue of the fact that
they're being highlighted.
| | 00:22 |
Cross reference the job descriptions to
ensure that they're accurate.
| | 00:25 |
Provide new employees with social media
guidelines, so they know how to act on
| | 00:29 |
LinkedIn on your behalf.
Provide new employees with social media
| | 00:33 |
guidelines so that they'll understand
what you expect from them when they
| | 00:36 |
represent you on LinkedIn.
Make sure they've updated their links in
| | 00:39 |
their contact information so they point
through to a company website.
| | 00:45 |
Update and review any keywords they have
to ensure that these are appropriate, and
| | 00:49 |
are in line with the company branding,
keywords that you're using elsewhere.
| | 00:53 |
Make sure they've selected the correct
industry so that they show up in searches
| | 00:57 |
and encourage them to send out an update
to their network to alert them of their
| | 01:01 |
new position.
Bringing them into the company updates
| | 01:04 |
process allows them to add their
influence to your company updates, and
| | 01:08 |
spread your message throughout their
networks.
| | 01:11 |
In addition to employees, consultants may
also add your brand to their profile, and
| | 01:15 |
as such, you may also wish to review
their profiles and undertake the same
| | 01:19 |
process of ensuring they represent you
correctly.
| | 01:22 |
Partners may also list you and your
company as part of the projects they're
| | 01:25 |
involved in.
And you should also be aware that your
| | 01:28 |
brand and links to your company page will
now show up on their pages.
| | 01:32 |
Your employees, partners, and consultants
who feature your brand on their personal
| | 01:37 |
profiles are all a valuable part of your
online brand.
| | 01:40 |
And by carefully reviewing and coaching,
you can ensure that you leverage this
| | 01:44 |
network to the greatest benefit for your
company.
| | 01:46 |
| | Collapse this transcript |
|
|
6. Maintaining an Effective Company ProfileEngaging with followers| 00:00 |
Your company followers are very
important, from a human resources and
| | 00:04 |
marketing perspective.
A successful company presence on LinkedIn
| | 00:07 |
often relies on a mix of active updating
and passive use of followers' networks to
| | 00:11 |
spread a message.
As your company network of followers
| | 00:14 |
grows you'll be able to target them with
focused updates based on the demographics.
| | 00:19 |
However this requires a minimum subset of
100 followers and typically requires that
| | 00:24 |
you've built up your follower base
significantly higher.
| | 00:27 |
The updates and activities you undertake
as you're building your base of followers
| | 00:31 |
will need to be more broadly appealing.
Updates will be less frequent and may
| | 00:35 |
require you to repeat a message at
different times to reach a broadly
| | 00:38 |
dispersed audience.
In order to grow your follower base and
| | 00:42 |
engage with the followers you already
have, you should be adding content in
| | 00:45 |
multiple forums to build trust,
credibility, and relevance.
| | 00:49 |
As you are seeking to grow your follow
base and ensure that you're creating
| | 00:52 |
value for your existing followers, break
news on LinkedIn, provide an incentive to
| | 00:57 |
follow your page, and gain these insights
earlier.
| | 01:00 |
Follow a content plan for sharing updates
on your company profile that makes
| | 01:04 |
business materials, such as third party
articles, company blog posts, links to
| | 01:09 |
ebooks, webinars, white papers, employee
information, videos and other content
| | 01:15 |
appropriate to attract the interest of a
broad LinkedIn audience.
| | 01:18 |
Use calls to action In your updates so
that follower engagement occurs.
| | 01:23 |
If you lead a group or participate in
groups, engage in the group discussions
| | 01:28 |
and promote jobs in the Jobs section so
that people become aware of your use of
| | 01:32 |
LinkedIn to fill opportunities within
your company.
| | 01:35 |
This is one of the main reasons people
follow companies.
| | 01:38 |
If you own and manage the group, this
will allow you to build a like-minded
| | 01:41 |
community where you can moderate
conversations and monitor for insights
| | 01:45 |
regarding areas of potential interest for
followers.
| | 01:48 |
Make sure that you invite your company
followers to also join the group so that
| | 01:52 |
they can engage in the more interactive
elements that discussions allow.
| | 01:57 |
As membership of your group grows you can
also use sub groups to allow you to
| | 02:01 |
segment the audience and create more
targeted conversation within these focus groups.
| | 02:05 |
Cross-promote LinkedIn groups and events
with your company updates to continue to
| | 02:10 |
build your audience across LinkedIn.
Leverage your followers and groups by
| | 02:14 |
providing them with compelling offers
including calls to action so these
| | 02:17 |
prospects can become leads.
Companies are also engaging people using polls.
| | 02:24 |
These are usually posed in the form of a
question that starts a conversation.
| | 02:27 |
Make sure you're sharing the results of
these polls with your followers using the
| | 02:31 |
updates to enable followers to benefit
from this unique source of information.
| | 02:36 |
Request recommendations from your
followers as the first step in building
| | 02:39 |
your Product Services page.
This leverages your following networks as
| | 02:43 |
well and provides followers with a valued
role on your company page.
| | 02:47 |
Look for ways to combine your presence on
other social media platforms by
| | 02:51 |
identifying your influential followers
and following their accounts on Twitter.
| | 02:55 |
This will enable you to gain ideas and
insights on topics of relevance to them.
| | 03:00 |
Leverage buttons and links to encourage
followers to come over from your website
| | 03:04 |
and other high-traffic locations you've
already established.
| | 03:07 |
Once you've built a larger base of
followers, you can segment them to
| | 03:10 |
provide targeted updates.
When you do this, you may wish to select
| | 03:14 |
a range of different employees to
leverage different perspectives, their
| | 03:18 |
works, and skill sets when addressing
these targeted audiences.
| | 03:22 |
Make sure you also listen to the feedback
you're getting from followers.
| | 03:24 |
Responding to any comments they make, and
adjusting your updates to match their interests.
| | 03:29 |
In particular, you should monitor the
Follower Insights on your company page to
| | 03:33 |
ensure your providing information in a
format and on topics that gain engagement.
| | 03:38 |
So that followers are interacting and
their network updates are leveraged to
| | 03:42 |
support the distribution of your messages
and awareness of your brand.
| | 03:45 |
| | Collapse this transcript |
| Coordination of the company page| 00:00 |
As your company presence on LinkedIn
grows, you may end up with multiple
| | 00:04 |
objectives for company pages and groups.
Quite often, this will require the
| | 00:09 |
participation of different people from
your company to ensure the objectives are met.
| | 00:12 |
As you lay out your LinkedIn strategy,
you should consider who will be contributing.
| | 00:17 |
Whether it's marketing, human resources,
business development, or other areas of
| | 00:21 |
your business.
Consider the level of managers you need
| | 00:25 |
to be involved, and who will represent
each group.
| | 00:28 |
The faces you present on LinkedIn should
have authority, even if they're not
| | 00:31 |
functionally responsible for providing
updates or delivering responses.
| | 00:36 |
You'll also need to consider their
frequency of updates.
| | 00:38 |
Updates should not overlap each other or
compete for attention.
| | 00:42 |
And this becomes an issue when your
company is broadly dispersed, or your
| | 00:46 |
audience is broadly dispersed.
For instance, with organizations that
| | 00:49 |
have international teams, or where your
audience is spread across the country
| | 00:53 |
with different time zones.
You'll need to have clear
| | 00:56 |
responsibilities for the operation of
your company presence on LinkedIn.
| | 00:59 |
For instance, moderation of groups and
monitoring comments.
| | 01:03 |
As you launch specific updates, for
instance, products and services, or job
| | 01:08 |
posts, you'll need to ensure that these
teams are ready to answer any questions
| | 01:12 |
in a timely fashion.
With job posts, you may need to alert the
| | 01:16 |
relevant departments so that people with
profiles on LinkedIn can help to
| | 01:19 |
introduce relevant candidates who reach
out to them for further information.
| | 01:24 |
Make sure that people are receiving the
relevant email notifications by
| | 01:27 |
forwarding these from LinkedIn to their
business email accounts, as people do not
| | 01:31 |
check their inbox on LinkedIn as
frequently as they check their email at work.
| | 01:36 |
Once your page is developed, maintaining
it takes very little time.
| | 01:39 |
Posting between once and three times a
day is the best update frequency.
| | 01:44 |
You should focus on posting valuable
content, so it's helpful to your audience.
| | 01:47 |
If you post one important piece of
information from a different perspective
| | 01:51 |
or a different team each day, your
audience will be much more engaged than
| | 01:55 |
if you post six pieces from the same
perspective that don't provide
| | 01:58 |
particularly insightful information.
In the early stages, posting, monitoring,
| | 02:03 |
and responding to comments, as well as
analyzing any page statistics, should
| | 02:07 |
take no more than ten to 15 minutes a
day.
| | 02:09 |
Set up an editorial calendar so that your
posts are planned out and approved ahead
| | 02:13 |
of time.
This'll enable you to coordinate the
| | 02:15 |
multiple different interests that you may
have for using your LinkedIn accounts.
| | 02:19 |
Providing updates on your company account
from different perspectives will add a
| | 02:24 |
range of keywords.
And as LinkedIn is becoming the largest
| | 02:27 |
company database, this also adds the
opportunity for your company to be more
| | 02:31 |
effectively found online.
| | 02:32 |
| | Collapse this transcript |
| Setting a social media policy| 00:00 |
LinkedIn is a social media platform which
is public, and the use of LinkedIn by
| | 00:05 |
your employees will affect the way in
which your company is seen by clients,
| | 00:08 |
customers, partners, and prospective
employees.
| | 00:12 |
However, your employees own their
personal profiles and can be strong,
| | 00:16 |
creative contributors to your LinkedIn
brand.
| | 00:18 |
A simple but well-structured policy or
social media guidelines to support your
| | 00:22 |
employees' engagement on LinkedIn is
strongly recommended.
| | 00:26 |
Try to keep these policies simple, fair
and balanced, to represent the interest
| | 00:30 |
of the company.
With professional identity, along with
| | 00:32 |
the interest of the employees for their
personal identities, so you do not curb
| | 00:36 |
interaction and creativity.
In many cases people will have been using
| | 00:41 |
LinkedIn before the company page was even
created, and by reviewing these profiles
| | 00:44 |
you'll be able to see the basic styles
and personalities already on display.
| | 00:48 |
And these can be assessed and adjusted
before you launch the company page.
| | 00:52 |
You may also wish to prepare formal
engagement guidelines, which can include
| | 00:56 |
areas such as logos to ensure that you
have a consistent use of branding when
| | 01:00 |
contributing, creating or updating online
accounts.
| | 01:04 |
Your policy may include which platforms
are allowed, including which parts of
| | 01:07 |
these platforms are officially supported,
and the use of social media during
| | 01:11 |
working hours, or for professional
purposes after work.
| | 01:16 |
You may also wish to set up an approval
process for updates that are sent out on
| | 01:20 |
behalf of the company, including who's
approved, and the process required prior
| | 01:23 |
to posting on behalf of the company.
Response guidelines might also include
| | 01:27 |
the time frame for professional responses
to inquires.
| | 01:30 |
LinkedIn is a professional platform, and
as with other areas of business, we'll
| | 01:35 |
need to enforce honesty, integrity, and
professionalism as well as confidentially
| | 01:40 |
of information whether it be from within
the company or from clients, and ensure
| | 01:44 |
the updates are mindful of financial
disclosure, copywrite, and intellectual
| | 01:48 |
property goals.
Certain modules of LinkedIn may be owned
| | 01:51 |
by the company but accessed by employees.
You may wish to make this clear in terms
| | 01:56 |
of use of passwords, usernames, and the
process for when an employee leaves that
| | 02:00 |
division or the employment of the
company.
| | 02:03 |
To ensure transparency, it's also common
for employees to let people know that
| | 02:06 |
they will be monitoring the activity, and
what action will be taken if the
| | 02:10 |
guidelines are breached.
After your policy is created, it should
| | 02:13 |
be included in the employee handbook.
And you should provide training, as well
| | 02:17 |
as these guidlines, so that employees
have the resources and understanding to
| | 02:21 |
represent you well.
It's best practiced to require employees
| | 02:25 |
sign and acknowledge that they understand
policies and have recieved training
| | 02:28 |
before they begin employement.
However, social media platforms and
| | 02:32 |
interactions are constantly changing.
So, you may need to update this policy
| | 02:35 |
regularly with reference to new or
amended laws and platforms or deduce the
| | 02:38 |
policy to existing employees.
Any changes should be communicated to all
| | 02:43 |
employees and the employer can require
that employees acknowledge they've
| | 02:47 |
received and understood any changes.
| | 02:49 |
| | Collapse this transcript |
|
|
7. Using LinkedIn Outside the WebsiteViewing on iPad, iPhone, and Android| 00:00 |
By the end of 2012, over 25% of visitors
to LinkedIn came from mobile apps.
| | 00:05 |
Almost doubling those that came in in
2011.
| | 00:07 |
The addition of company pages to many of
these applications has made this an
| | 00:12 |
important source of traffic.
We're going to take a look at the
| | 00:15 |
Linkedin application on an iPad and an
iPhone.
| | 00:19 |
Android phones have an identical
application to the one we'll demonstrate
| | 00:22 |
on an iPhone.
To enter the application, we'll need to
| | 00:25 |
sign in.
Use the same email address and password
| | 00:28 |
as you use for your main account.
Once you've logged into your account,
| | 00:33 |
you'll be presented with three main
icons.
| | 00:35 |
The first of these, in the lower,
left-hand corner, will take you through
| | 00:38 |
to your own profile.
There are two main sections here, the
| | 00:41 |
details of your profile presented in a
similar format to the full profile that
| | 00:45 |
you will online but with less specific
detail.
| | 00:47 |
For instance here we don't see how many
endorsements have been received for each
| | 00:51 |
particular skill and some of the other
details such as website addresses have
| | 00:54 |
also been hidden.
If you scroll across to the right you
| | 00:57 |
will be able to see who has viewed your
profile as well as recommendations of
| | 01:00 |
people you may know and your existing
network of connections...
| | 01:04 |
You can directly send connection
requests, a click on the icon, next to
| | 01:07 |
the photograph of people you may know.
However, this sends a standardized
| | 01:11 |
request, and is not recommended that you
connect this way, I'll cover this more
| | 01:14 |
later when we talk about iPhones.
You can also click on the links for
| | 01:18 |
people who viewed your profile.
This will take you through to review
| | 01:20 |
their profile in detail.
As well as a list of their connections if
| | 01:24 |
you're already connected to them.
For a summary list you can also click on
| | 01:29 |
the lower part of this box and people
who've viewed your profile will be
| | 01:32 |
presented in chronological order.
You can conduct searches from this screen
| | 01:34 |
by clicking on the search icon in the top
right hand corner.
| | 01:37 |
By default, it'll list your contacts but
you can also enter in other people's names.
| | 01:42 |
You conduct a search by entering in the
name.
| | 01:44 |
By default, your connections will be
shown at the top and any additional
| | 01:48 |
matches with in your network will be
shown beneath that.
| | 01:53 |
You can also share updates from your
profile screen.
| | 01:55 |
Selecting will it send them to your
connections only by all of LinkedIn.
| | 02:02 |
Or just specifics groups you may be a
member of.
| | 02:05 |
If you click on the icon in the top left
hand side of the screen this will take
| | 02:08 |
you back to the home.
If we take a look at the messages now in
| | 02:11 |
the bottom right hand side of the screen
this will take us into the most recent
| | 02:14 |
messages, and if we swipe from left to
right a summary of all the notifications
| | 02:19 |
and the inbox...
Next, the In icon at the top left-hand
| | 02:22 |
side of the screen is the option to open
and close the Detail tab.
| | 02:26 |
We can also send updates from this screen
to specific contacts, or we can select to
| | 02:31 |
email specific profiles if we've set up
email on the iPad.
| | 02:35 |
Clicking back, through the In icon at the
top left-hand side of the screen, we can
| | 02:39 |
now take a look at the updates.
The majority of activity that takes place
| | 02:42 |
through the iPad app will take place on
the update screens.
| | 02:45 |
As you can see if you take a look at the
bottom of the screen there are a large
| | 02:49 |
number of screens that can be accessed by
swiping from right to left or back from
| | 02:55 |
left to right to the beginning.
Once again we'll present with Who's
| | 02:58 |
viewed your profile with a link through
to the specific profiles of the people
| | 03:01 |
who've viewed yours.
People who have new positions.
| | 03:05 |
Again, with a link through to their
profile, and recent group activity.
| | 03:08 |
Your company updates will be sent through
this section to your followers.
| | 03:15 |
And I advise in the updates you send out,
you include a call to action.
| | 03:19 |
For instance in this particular update
from San Angelico Museum of Contemporary
| | 03:23 |
Art, which we see at the bottom
right-hand side of the screen, there's a
| | 03:26 |
specific call to action.
Please spread the word to follow the
| | 03:29 |
company page for updates and promotional
events.
| | 03:31 |
Comments can be added, the update can be
liked, the update can be shared via
| | 03:36 |
e-mail or sent to specific connections,
or the update can be unliked.
| | 03:42 |
At the top left hand side of the screen
next to the Linkedin icon is another
| | 03:46 |
button which presents a drop down
allowing you to filter according to
| | 03:49 |
coworkers, Linkedin today, groups, or
companies.
| | 03:52 |
These specifically list the groups a
person is a member of, and the companies
| | 03:56 |
they're following.
And if a company is selected from here,
| | 03:59 |
we can see how the company page we
presented.
| | 04:01 |
The format of the company page is quite
different on an iPad.
| | 04:04 |
The large image that comes at the top of
your home page will no longer be seen.
| | 04:08 |
And you'll rely heavily on the text that
you've used in describing your company.
| | 04:11 |
A link is given to the web site and
beneath that another link through to more
| | 04:15 |
about the company.
Which includes the description, as well
| | 04:18 |
as the size, type, industry, year it was
founded, another link through to the web
| | 04:22 |
site the state of the companies and the
specialties.
| | 04:24 |
In the right-hand column is a list of the
employees.
| | 04:28 |
This is presented from the perspective of
the viewer where people the viewer's
| | 04:31 |
connected to are shown at the top the
button with the number on it indicates
| | 04:34 |
how many employees there are in total
within the company.
| | 04:36 |
If we click on this and select the icon
that shows up on the top, left-hand side
| | 04:41 |
of the screen, we have a full list of the
employees within the company.
| | 04:44 |
As well as detail list of the employee
most closely connected to you.
| | 04:49 |
As you can see, there's also an
indication of the existing number of
| | 04:51 |
followers of the company, and a button
that allows you to follow or unfollow the
| | 04:55 |
company directly from the IPad
application.
| | 04:57 |
You should think carefully about the text
that you use and once again focus on the
| | 05:01 |
profiles of your employees to enable your
employees to most effectively represent
| | 05:05 |
themselves online and encourage people to
reach out for connections with them.
| | 05:10 |
Finally, the top left hand side of the
screen is the setting button that allows
| | 05:13 |
you to add the calender, select push
notifications and gather further
| | 05:16 |
information about this particular
application.
| | 05:19 |
By adding the calender, it will
automatically cross reference any
| | 05:21 |
attendees you have listed in the meetings
with their Linkedin profiles.
| | 05:25 |
But you will need to allow Linkedin to
access your calendar.
| | 05:31 |
By adding the calendar, we'll receive a
new column on the update screen with a
| | 05:34 |
rotating three days indicating if you
have any events planned and with links
| | 05:38 |
through to the profiles of the people on
Linkedin if you've identified sufficient
| | 05:41 |
information for them to be identified in
the database.
| | 05:44 |
Whilst the IPad application is quite
useful for accessing data while away from
| | 05:48 |
the office, it lacks a lot of the
features that the full website contains,
| | 05:51 |
including the ability to edit and update
your profile with specific information.
| | 05:55 |
We're now going to take a look at the
IPhone which has a more comprehensive
| | 05:59 |
sweep of feature in its application.
As mentioned before, the current version
| | 06:03 |
of the iPhone application is identical to
the current version of the Android application.
| | 06:08 |
And we'll be demonstrating this
application on the iPhone.
| | 06:11 |
The icon on the iPhone is identical.
And to enter we'll need to select to log in.
| | 06:19 |
Once you've signed in, you'll arrive at
the updates screen.
| | 06:22 |
From top to bottom, it shows the top
stores for you, recommended jobs, and
| | 06:26 |
activity within your network.
If you slide from left to right, this
| | 06:30 |
will reveal your home screen.
In the top part of the home screen, your
| | 06:34 |
updates will scroll, and beneath this a
link through to your profile with the
| | 06:38 |
option on the iphone to update your
profile directly from the app.
| | 06:42 |
This includes taking new photographs or
editing the various sections such as you
| | 06:46 |
title, jobs, education, school and
experience, your website, and your
| | 06:53 |
contact information.
Directly beneath the option to update
| | 06:59 |
your profile, you can see who's viewed
your profile.
| | 07:03 |
This is presented in chronological order.
Beneath his user profile you can see your
| | 07:08 |
own recent activity.
Access you network of connections, link
| | 07:12 |
through to your groups or companies.
In the case of companies if you click on
| | 07:15 |
this link the screen will show suggested
companies.
| | 07:17 |
And companies you're following.
The companies that are suggested for you
| | 07:20 |
will become more acurate as you fill out
your profile.
| | 07:23 |
And select industries, that indicate
where your interests will lie.
| | 07:25 |
If we take a look at one of the company
pages, in this case for San Angelico
| | 07:30 |
Museum of Contemporary Art, we can see
how the company page is now presented on
| | 07:33 |
an iPhone.
The icon, the name, the industry, and the
| | 07:36 |
number of followers is shown, as well as
a button that will allow you to follow or unfollow.
| | 07:42 |
You can see how you're connected to
people within the company, where those
| | 07:45 |
you're best connected to show up at the
top of your network, or a link through to
| | 07:48 |
all the employees within the company.
Here's information about the company
| | 07:53 |
taken from the overview section, and a
link through to people who work within
| | 07:56 |
it, as well as a link through to the
address of the headquarters.
| | 08:00 |
Which will launch this in Google Maps,
beneath the information about the company.
| | 08:04 |
Any jobs that are currently posted will
also be listed with the link through to
| | 08:07 |
the individual jobs, or some reveal all
the jobs that are currently unavailable.
| | 08:11 |
Jobs listed here can not be applied to
directly but they can be saved or unsaved.
| | 08:17 |
In this section we're going to show that
they show up when the person returns to
| | 08:20 |
their computer and can enter a full
application.
| | 08:24 |
Company updates will also be shown.
Again, with an icon that will allow you
| | 08:27 |
to Like or add comments.
Within the company page, there are two
| | 08:34 |
specific areas that are of benefit to
you.
| | 08:37 |
One, is the ability for people to follow
your page.
| | 08:39 |
This will rely on interesting information
specifically in the description, as the
| | 08:43 |
large banner image is not shown.
It will also use the application to see
| | 08:47 |
how they're connected to people within
your company, and this is useful at events.
| | 08:51 |
Ensure that all employees who are within
your network have optimized their
| | 08:54 |
profiles so they show up well on the
iphone app.
| | 08:57 |
Another way that people may access your
company page is via a shortcut added to
| | 09:01 |
their homepage.
Most of the activity researching your
| | 09:04 |
company from an iphone will take place
immediately prior to meetings or
| | 09:07 |
following them.
Offering a way in which your network of
| | 09:09 |
business contacts can grow quickly and
efficiently.
| | 09:12 |
Once the research aspects of Linkedin
mobile apps are strong, it's preferable
| | 09:16 |
to customize any invitations and
communications.
| | 09:19 |
This is not currently available on
Linkedin mobile versions.
| | 09:23 |
If a connection request is sent, it will
be in the status format.
| | 09:25 |
And this lack of personalization may not
be as much of an issue if invitations are
| | 09:29 |
sent and received very shortly after
meeting.
| | 09:31 |
But whenever planning to use the mobile
version, I'll usually tell the person I'm
| | 09:35 |
going to be connecting with them via
LinkedIn thereby personalizing the
| | 09:38 |
invitation in advance.
If a delay has occurred or you didn't
| | 09:41 |
actually meet the person and create a
impression, it's probably better to wait.
| | 09:45 |
Linked in continues to roll out updates
to its applications which embrace a broad
| | 09:50 |
range of the features available in the
full site.
| | 09:53 |
In considering how to use Linkedin
applications as part of your business
| | 09:55 |
strategy you should be aware of the
limitations the platform places by virtue
| | 10:00 |
of full content.
However there are also full advantages
| | 10:03 |
the speed with which applications can be
made.
| | 10:06 |
And mobile access to the Linkedin
platform will continue to grow in importance.
| | 10:11 |
| | Collapse this transcript |
| Integrating with a website and other platforms| 00:00 |
LinkedIn provides a number of easy-to-use
tools that allow you to integrate your
| | 00:05 |
company pages, profiles, products and
services into other platforms such as
| | 00:10 |
websites or blogs.
Many of these are listed by going to the
| | 00:15 |
site developer.linkedin.com/plugins.
We're going to take a look at some of these.
| | 00:21 |
Running through how they'll appear when
you place them on your website or blog.
| | 00:25 |
The Share button allow you to enter a URL
and create a code.
| | 00:31 |
In most cases, these buttons will allow
you to show how many times the content
| | 00:34 |
has been shared before.
And this can either be shown above the
| | 00:37 |
box, to the side of the box, or you can
hide the count so this information isn't
| | 00:40 |
shown at all.
This is particularly suitable for using
| | 00:43 |
on blogs or websites.
Next to white papers, technical product
| | 00:46 |
guides, articles and any other page that
features content of a professional or
| | 00:50 |
business nature.
And this button will allow visitors to
| | 00:54 |
your site to click on the button and
share the related content via LinkedIn.
| | 00:58 |
There's also a button you can build to
follow your company.
| | 01:03 |
This gives you a way to grow your
LinkedIn company page directly from other sites.
| | 01:07 |
Once a user is following your company on
LinkedIn, they can see your status
| | 01:10 |
updates in their LinkedIn news feed,
which can help you to regularly engage
| | 01:13 |
them and develop leads for your business.
To create this button, you'll need to
| | 01:18 |
start typing in your company name for an
existing company page.
| | 01:22 |
And select from the drop downs.
Again, account is shown.
| | 01:26 |
The existing number of people following
the company.
| | 01:28 |
Above it, to the side of it.
Or this count can be hidden.
| | 01:33 |
You can also build a member profile
plug-in by entering in the public profile URL.
| | 01:42 |
We are currently logged into Patalia's
account, so if we go back and take a look
| | 01:47 |
at the member profile plug in that will
be created from that perspective we see
| | 01:52 |
it slightly differently.
Now it shows a list of people who also
| | 01:55 |
viewed the profile.
Recommend buttons can also be built for
| | 01:59 |
products, again showing the existing
count.
| | 02:03 |
Or hiding the count.
This encourages visitors to recommend
| | 02:06 |
your company's products and services on
LinkedIn, but only use these buttons
| | 02:10 |
where appropriate, as too many buttons
will reduce the impact and it's unlikely
| | 02:15 |
people viewing your pages will want to
recommend all your products.
| | 02:18 |
You might want to rotate products,
featuring the ones you want
| | 02:20 |
recommendations for more highly.
There's also a company profile plugin,
| | 02:25 |
which acts like a virtual business card
and you can select to hide or show employees.
| | 02:32 |
By creating a plugin like this, viewers
to your website will automatically see
| | 02:35 |
how they're connected to your employees
by LinkedIn.
| | 02:39 |
Another way that you can demonstrate this
is with a company insider plugin.
| | 02:45 |
You can modify this view to hide or show
people within a person's network from
| | 02:50 |
their perspective, to hide or show new
hires.
| | 02:54 |
And to hide or show promotions and
changes.
| | 02:58 |
Enabling people with the full plug-in to
select the different categories of people
| | 03:03 |
that they wish to see from within your
network.
| | 03:07 |
There are further plug-ins provided on
developer.linkedin.com/publishers.
| | 03:16 |
The share plug in, a sign-in plug in, and
a shared API.
| | 03:20 |
Another one of the plugins that's
frequently used is Apply with LinkedIn.
| | 03:24 |
You can find this by going to
developer.linkedin.com/apply.
| | 03:30 |
This would be a separate paid service and
you need to contact LinkedIn to get more
| | 03:34 |
information, have access to this plugin
services and features.
| | 03:37 |
Finally on the LinkedIn site there's also
a plug in for jobs that you may be
| | 03:41 |
interested in.
Listing all jobs, or just the jobs you
| | 03:46 |
have available at your current company or
a company that you've selected.
| | 03:51 |
In addition to LinkedIn's plug-ins you
might also want to consider creating QR
| | 03:54 |
codes to rapidly create links to other
pages on LinkedIn.
| | 03:58 |
These provide a way to drive traffic to
your campaigns from brochures, business
| | 04:02 |
cards, and other offline media that
highlight your LinkedIn presence.
| | 04:07 |
LinkedIn also provides a range of other
tools such as an Outlook social connector
| | 04:13 |
that connects your LinkedIn and Outlook
accounts, the ability to create an email
| | 04:17 |
signature, some plug-ins for searches and
a Google toolbar assistant.
| | 04:21 |
These have been developed to publicize
your profile as well as enabling you to
| | 04:25 |
rapidly share information in the form of
updates from web pages you're viewing.
| | 04:29 |
This helps build personal credibility
within industries or topics and allows
| | 04:33 |
you to leverage the work you're
completing elsewhere on the web on LinkedIn.
| | 04:40 |
You can also contain the URLs of your
various pages, including your employee
| | 04:45 |
personal URLs.
And there are separate URLs available if
| | 04:48 |
you've created different language
versions.
| | 04:50 |
This can allow you to cost effectively
build a presence in new markets.
| | 04:54 |
You could also integrate Linkedin with
Sales force, allowing you to combine
| | 04:58 |
these two powerful business tools into a
more effecitve, lead-generation workflow.
| | 05:03 |
In addition to these you could also build
your own widgets and plug ins using
| | 05:06 |
content from Linkedin.
These allow you to build custom
| | 05:09 |
integrations, combining data from
Linkedin with your marketing and
| | 05:12 |
communication sites, and for more
information go to developer.linkedin.com/documents/profile-fields.
| | 05:21 |
Once you've developed a strong network
via your team's individual profiles and
| | 05:25 |
have an attractive company page with
products and services.
| | 05:28 |
I recommend that you take advantage of
these integration opportunities to fully
| | 05:32 |
leverage the business benefits of
LinkedIn for your company.
| | 05:35 |
| | Collapse this transcript |
|
|
ConclusionNext steps| 00:00 |
Thank you for taking the course on how to
use LinkedIn for business.
| | 00:03 |
I'd like to recommend a couple of next
steps for you to consider.
| | 00:06 |
Ensure that you finished your company
page first.
| | 00:09 |
Make sure you add products and features
as they launch, and consider targeted
| | 00:13 |
products and services pages to fill any
gaps.
| | 00:16 |
Once you have products and services up,
seek recommendations.
| | 00:19 |
These are one of the most valuable
aspects that LinkedIn can offer for your
| | 00:22 |
products and services.
If you're going to be posting a lot of
| | 00:25 |
jobs, and you'd like to build an
employment brand, you might also consider
| | 00:28 |
adding a Career Tab.
Your company page should work together
| | 00:31 |
with the personal profiles all of your
employees.
| | 00:34 |
Ensure that your colleagues are listed
with your company and have optimized
| | 00:37 |
their profiles.
There's a separate course Up and Running
| | 00:40 |
with LinkedIn that's useful for this,
focusing on how to optimize individual profiles.
| | 00:45 |
You should also continue to build your
own network to support your company.
| | 00:49 |
The combined networks that all the
employees bring are a powerful tool for
| | 00:53 |
spreading updates and building
(INAUDIBLE) for your company.
| | 00:56 |
In addition to LinkedIn, you might want
to take some of the other training
| | 00:58 |
courses that lynda.com offers.
In particular, if you work on other
| | 01:02 |
platforms, you will be able to broaden
the information you can use in updates on
| | 01:06 |
your company page.
Such as, building an maintaining a blog,
| | 01:09 |
or taking other courses, on social media
services, such as Twitter, and Facebook.
| | 01:13 |
There's also some other great courses on
Google PowerPoint and creative platforms.
| | 01:17 |
And once you have some good presentations
prepared, you can share these on your profile.
| | 01:22 |
As well as in the products and services
section of your company page.
| | 01:26 |
Once you've completed courses on
lynda.com, you'll be awarded a
| | 01:29 |
certificate online.
Encourage your employees to add the
| | 01:32 |
certificates for the courses they've
completed to their profiles, as a way of
| | 01:36 |
showing their ongoing committment to
learning new tools and techniques.
| | 01:40 |
Finally, please join the lynda.com
LinkedIn group and provide feedback on
| | 01:44 |
our courses so we can address key areas
in updates.
| | 01:47 |
LinkedIn offers a valuable platform for
engagement with other professionals,
| | 01:51 |
businesses, and clients.
We hope this course has helped in your
| | 01:54 |
understanding of how to most efficiently
use it to benefit your business objectives.
| | 01:58 |
| | Collapse this transcript |
|
|
