One of the greatest resources for LinkedIn recruiters and LinkedIn users is SlideShare. For instance, though SlidesShare can be used by anyone, LinkedIn actually produces unique presentations that delves into all manner of subject matter. One of the most recent presentations, 15 Tips for Compelling Company Updates on LinkedIn explores ideas for making company pages more effective. Unlike Facebook or Twitter, personal photos aren’t really something applicants and current employees are looking for. Company pages on LinkedIn need to strike a professional, but still interesting balance, which sometimes leaves recruiters and page administrators wondering what sort of content will produce the most engaged audience. Check out this quick summary of the top tips for LinkedIn company pages we’ve gleaned from their presentation.
1. Make it Easy!
Don’t lose leads by covering them up with too many words. According to the SlideShare, “concise intros and snappy headlines are more likely to result in engagement.” If you want them to click a link to learn more, make it easy to note and interesting enough to click through. Also, consider including a Call-to-Action (CTA), as posts with a link garner more interest and interactions.
*Pro-tip: Keep your content easy to digest and make sure it adds value. Employing these strategies will make people more inclined to share.
2. Start a Dialogue
A LinkedIn company page is a great place to ask questions of your employees and potential applicants. Just make sure whatever question you pose is directly applicable to the type of person you are trying to target.
3. Make it Visual
As is the case on all social networks, images are really important. It shouldn’t be a surprise that images perform better than text-only updates. So, if you want the maximum engagement level, make sure to add in an image that your target market will appreciate. According to the presentation, “images generally result in a 98% higher comment rate.”
*Pro-tip: External content links sometimes do not pull in pictures correctly. Before posting, make sure all your images are visible so that you don’t end up with dead space next to your textual content.
4. Cross Post
If you want to push your engagement levels up even further, consider sharing your YouTube content on your LinkedIn page. According to LinkedIn, “Links to YouTube videos play directly in the LinkedIn feed and usually result in a 75% higher share rate.”
5. Know Your Audience
As is the case with all things, experimentation and adjustments are key to campaign success. Run tests to see what content resonates with your audience and then create similar content in order to delight similar users. Finding out who your audience is and tailoring content for them should be a priority for every company.
Make sure to reply to comments. Employees and candidates love seeing active pages! Be a resource they can use to understand your company. Also, though it is smart to create a basic schedule for publishing, consider using timely content like news stories and allow for interactions based on those events. Timely content is important to everyone and hopping on that train will definitely boost engagement levels.
There are other tips such as sponsoring your updates, monitoring and reporting, so I would encourage you to check out their full presentation here.