Follower Best Practice

#STAFFING

Why Followers Matter

Over 2 billion updates are seen weekly across

LinkedIn.

70% of followers reached by a typical update

are reached within the first 48 hours of the post.

68% of members expect to see relevant and

insightful content on LinkedIn.

Content gets 6x more engagement than jobs.

33% of LinkedIn traffic comes from mobile

devices. Followers can be marketed to wherever

they are.

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Why Followers Matter

88% of members would follow a company.

71% of members will follow a company for jobs.

78% of company followers are more likely to

respond to an InMail.

Members will follow up to 6 companies on

average.

64% of followers would follow companies

indefinitely.

Followers are 2.5x more likely to recommend

your business.

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The 80:20 Content Job Split

88% of members would follow a company. The

average member is likely to follow up to 6 companies. You need to make sure that you one of those 6. Most followers will follow a company indefinitely. Unless they are put off by something.

The majority of members are interested in jobs from your company. This doesn’t mean that you can just post jobs and expect people to keep listening.

Don’t forget that content will receive 6 times more engagement than jobs. Engagement will increase your brand’s reach through social amplification.

With 80% of LinkedIn being passive and not actively seeking new opportunities it is essential that you share relevant content in equal proportions. Aim

for 80% content and insight with 20% job content.

Nothing is more off putting than irrelevant jobs so make sure that when pushing out jobs that you are targeting this status updates so that they only appear on relevant peoples’ pages.

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Why We Follow Companies

5

71%

68%

61%

New Jobs

News and Insight

New Projects

and Initiatives

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Best Practice - Planning

1. Look at the page visitor insights and follower data. Make sure you content is

relevant to these people.

2. Divide your clients and candidates into different

buckets. Establish what percentage each

audience makes up. Share content in

volumes that represent their market places.

3. Plan your content for the coming month so you

know what you will post, when it will go out

and who is responsible for it.

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Best Practice - Targeting

Always target a minimum of 100 members

If you have under 5,000 followers focus on 1

target filter.

If you have between 5,000 and 50,000

followers focus on 2 target filters.

With more than 50,000 followers you can start

to add in multiple filters.

Start by filtering Function or

Geography.

Move to filtering by Seniority or Industry.

Mix it up, and find out what followers are your

biggest brand ambassadors.

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Best Practice - Targeting

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Break down your content so that you can share it to

relevant audiences.

Candidate

Candidate

and Client

Client

Industry A Industry B

On LinkedIn you can target status updates by

Industry, Function, Seniority, Company Size and

Geography.

e.g. Sales

Executive

e.g. HR

e.g. Sales Manager or VP of Sales

#STAFFING

Best Practice - Content

Short and sweet. 50 characters or less drives

28% more engagement.

Include links. Status updates with links get 45%

more engagement.

“Best of” and “Top 10” lists are in. They

will increase amplification by about 40%.

Ask questions. Want 50% more comments?

Then ask a question. Get it?

Video content will get 100% more engagement.

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Measure how your amplifications increases.

Aim for engagement to be between 1 - 1.5%. Watch how your followers increase.

Roughly 33% of your impressions should come

from non-followers through amplification.

Post regularly. Unless you are posting

several updates a week you won’t reach all of your

audience.

Share good quality content. Feel proud of what

you are doing on LinkedIn.

What Good Looks Like

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The percentage

engagement per post.

Glossary

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Shows if the

update has been

targeted or

sent out to all

followers.

Impressions: How many

people have seen your message.

This will be:

in their news feed because

they are a follower,

because one of their

connections has Liked,

Shared, Commented on

the your update,

because they have visited

your Company Page

Interactions:

the number of social

actions performed.

This will include Likes,

Comments and

Shares.