How Trade Commissioners Can Connect to Opportunity on LinkedIn

3

AGENDA

1 LinkedIn

Overview

2

Brand Basics

3

Connections

Matter

4 Graduate to

Content

Connect to Opportunity

Create economic opportunity for every member of the global workforce

Our vision

5

Connect the world’s professionals to make them more productive

and successful

Our mission

For our Members

The professional profile of

record

Identity Connect all of the world's

professionals

Networks Knowledge The definitive professional

publishing platform

SlideShare Influencers Pulse Groups

Data & Insights

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*

32M

433M+

Professionals

join daily

Spend Time

Personal Networks

Invest Time

Professional Networks

Info on friends

Info on personal interests

Entertainment

Kill time

Socialise

Maintain professional identity

Make useful contacts

Updates on brands

Knowledge & current affairs

Career info

Source: The Mindset Divide research study, TNS, September 2012

Mindset: Social v Professional Networks

LinkedIn elicits trust amongst professional users Social Network association with “a trustworthy source of professional content”

among frequent/occasional professional users

LinkedIn

71% 40% 31%

Facebook Twitter

Source:LinkedIn/Millward Brown Mindset Divide Study, 2014

So, what does this

mean for you?

Brand Basics

LinkedIn is more than

just a job board.

It’s all about the feed

16

This is the key to

unlocking

opportunity

But you can’t be in the feed,

if you don’t have a profile

17

So, let’s get you to “All Star”

profile strength!

18

1. Background photo

2. Professional headshot

3. Title, Industry, 500+ Connections

4. Tiny URL

5. Summary (3 Paragraphs)

6. Work Experience

7. Skills

8. Volunteer Experience & Causes

9. Share, Upload, Publish

Professional Profile

19

OPPORTUNITY

What you

know Who you

know

20

Connections Matter

21

Start with Your Education Network!

24

25

PROFILE DATA

SCHOOL

GRADUATION

GROUPS

A MEMBER’S PROFILE

LOCATION

DEGREE

JOB TITLE

FIELD OF STUDY

COMPANY

SKILLS

NAME

AGE

GROUPS

IP ADDRESS

FUNCTION, SENIORITY

SIZE, INDUSTRY

SKILLS

University of Toronto

Class of 2011 = 29 years old

CMA, LEWIS, Social Tools

Toronto, ON, Canada

Bachelor of Science

Sr. Marketing Manager = Marketing Function + Sr. IC Seniority

Communications

Simply Measured, 51-200, Industry

SEO, Social Media, Digital Marketing, Blogging

Danie Smith

27

Research Companies

• Company information

• How You’re Connected

• Employees and Followers

• Updates & Industry News

• Similar companies viewed

28

29

30

So now you’ve got the

basics down…

31

Graduate to Content

More engagement

with content vs. jobs

7x

Content

Jobs

32

33

• Discover articles by publishers

• Trending articles by Industry

• Daily news

• Posts by your connections

Political content on LinkedIn receives 44% more engagements than non-political content

Politics Topic includes: Public Policy, Government Relations, Government & Administration, Politics, Politics and Government, and Law & Government Channels

Top content is based on engagement numbers i.e. the total numbers of clicks, likes, comments and shares for that particular content piece.

Engagement

Top 100 content pieces

(Sept 2014 – Sept 2015)

Followers

Top 20 pulse topics

(Sept 2014 – Sept 2015)

50% 50% 30% 14%

Politics Non-politics

Politics Non-

politics

Q8: Thinking about the topic(s) you are interested in, how interested are you in reading about these topics on LinkedIn? Multiple-select

Sample: All Respondents (n=5005)

Top 5 preferred Government topics on LinkedIn

Healthcare Jobs/

employment

Economy Taxes Education

Members are very interested and engaged in policy content

%

Content can change your life

Some Tips!

Questions can get up to 50% more comments

Links to articles can get 45% more engagement

Top tips and “best of” lists get up to 40% more clicks

Videos are the most powerful for engagement

See who is viewing

Measure the impact

Identify trends

Understand your

audience

Now it’s YOUR turn….

The professional profile of

record

Identity Connect all of the world's

professionals

Networks Knowledge The definitive professional

publishing platform

SlideShare Influencers Pulse Groups

Data & Insights

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