1. LinkedIn to Support Your Brand
How To Add Value For Reaching Your Goals!
Presented by Susan Long-Molnar

2. Targeting + Strategy + efficiency= ROI

3. Why LinkedIn? LinkedIn has 562 million members. (LinkedIn, 2018)
CEOs on LinkedIn have an average of 930 connections (LinkedIn, 2017)
When it comes to delivering content and securing audience engagement, LinkedIn is the most effective social media platform. (LinkedIn, 2017) (Source:
LinkedIn is responsible for more than 80% of a business’s social media leads! All the other social media platforms put together only amount to 19.67% of leads! St

4. Does Brand Impact employee recruitment?
The #1 obstacle candidates experience is not knowing what it’s like to work at an organization.
Candidates trust the company’s employees 3x more than the company to provide credible information on what it’s like to work there.
75% of job seekers consider the employer’s brand before even applying for the job.
52% of candidates first seek out the website and then socall media.

5. LinkedIn Supports the Brand
68% of talent acquisition leaders agree that social professional networks is one of the most effective tools for spreading awareness about employer brand.
New employees sourced through LinkedIn are 40% less likely to leave the company within the first 6 months.
Over 75% of people who recently changed jobs used LinkedIn to inform others about their career decision.

6. Your LinkedIn Profile
Make it interesting to your targets…not just a resume.
Headlines and Descriptions
Keywords and skills
Recommendations
Community and interests
Posts and Blogs

7. Who Has Viewed Your Profile
From your profile page, see your Dashboard. Click on who viewed your profile.
Go to Search Appearances. See number of times your profile appeared in search results (shows for a week)
Review companies, job descriptions, and key words searchers used.
Click on a key word you which you think best supports your brand

8. How Connections Find you
LinkedIn Search. The search box at the top of the page or the search tool within LinkedIn app.
Groups. Who reached you from a group where you are also a member.
Homepage. People who reached you from a post and saw it on their LinkedIn home page.
People similar to you who reached you from the “People similar to <name>” list suggested by LinkedIn when you are visiting a profile.
From your profile on both mobile and desktop see how many people found you on a LinkedIn search. I would perhaps use the data as a guide to tweaking my profile coupled with paying close attention to the companies that come up where the searchers work. I would also compare the “Who’s viewed my profile” people, titles of the searchers and companies to see if the data matches the search appearances
Your Homepage is the first page you see when you sign in to LinkedIn. Only you can see your Homepage, but your network (depending on settings) will see what you post in their Homepage. When someone views your profile by way of clicking one of these posts, LinkedIn notifies you that they ‘Found you via Homepage’. Your homepage is the landing page you reach when you first sign in to your LinkedIn account.

9. Your Customer Today…
Wants you to know their needs
Expects immediate gratification
Gains product and service information with or without your help
Is mobile
Builds relationships based on trust

10. Defining your targets Industry Company Position Other Demographics
Medical
Cybersecurity
Local Government
Real Estate
Manufacturing/ Distribution
IT/ Technology
Transportation
Retail
Financial/ Banking
Locally Owned
National
Franchise
Startup
Non- profit
Human Resources
Manager/ VP/ Director
Sales Manager/ Director/ VP
CFO/ Controller/ Purchaser
CEO/ Business Owner/ Executive Director
Professor/ Educator
Consumer
Consultant
Coach
Other Demographics
Potential Buyer
Referral Source
Internal Influencer
Industry Influencer
Connector

11. Top trends for LinkedIn Branding
Clearly defining primary targets
Developing content and strategies specifically for them
Cross-Marketing and Repurposing
Using LinkedIn Research and Data
When a business has the ability to build up a large data set of profile information, analyze that data with predictive analytic tools and behavioral modeling, and then turn it into micro-targeted, individualized messaging. The result is powerful.

12. Targeted Content Strategies
HubSpot: % of customers rely more on a company that is inclined to create custom and individualized content

13. Give Value: Content Summary Share, Comment, Post
Articles and Activities
Volunteer Experience
Projects
Mobile is the most popular way to browse the web (51.4%)
Laptops come in second at 43.4%

14. LinkedIn New Opportunities
Better data search
New access to your groups and post videos
Add Hashtags in posts
Access your Groups right from the homepage, and you'll see the latest content from your Groups in notifications and the homepage feed.
Post videos into your the members you want to weigh in, and keep the conversation going by replying to comments. • Stop posting your blog posts thinking everyone is interested in your stuff.
• Initiate a discussion by asking thoughtful questions that are relevant to the group members.
• Help someone else by leaving a comment to their discussions.
Leave groups you are not using—too many groups is not good!
You can see the top industries of your readers, common job titles, where they are geographically and how they found your article.

15. Live video
80% of social media users say they would rather watch a live video than read a blog post.
Use live videos at events to give followers a behind-the-scenes look at the event.
Show holiday displays and sales in live video.
Use live video to introduce your followers to your employees.
Advertise an exclusive sale or promotion to anyone who watches your live video.
Facebook is saying that live video gets 3x more views.
Do the group activity after this!
Raise hands for which group on the wall is best for you.
Talk briefly about the target you selected earlier.
Select one person’s target for the project.
Write the target at the top. You work as a group to build this strategy for target selected.
Discuss and list what is important for them to know about your brand.
Discuss and list five strategies for how you could do this on LinkedIn

16. make the Connection

17. Analytics Worth Studying
On your profile, scroll to Dashboard.
Click on Who’s Viewed Your Profile.
Review graph. Note % increase.
Note how many views you are getting from your homepage.
Review the list which you can see.
On your profile, scroll to Dashboard. Click on Who’s Viewed Your Profile.
Review graph. Note % increase.
Note how many you are getting from your homepage.
Review the list which you can see Who should you connect with and for those who are connected, what is your next step?
Oh and obviously, LinkedIn has some bugs to work out as what you see on your mobile app won’t always match what you see on a laptop.

18. LinkedIn as a Research Tool
Search your targeted industries
Determine companies of interest
Identify the ones which may fit your potential customer profile
Follow, connect, provide value
Who is seeing your posts
Who is reviewing your profile
Likes, comments and shares
Locations
Type of companies
Questions/ comments in groups
In search bar type Cybersecurity Norfolk
Review the companies which look interesting to you. Click one to review. It will take you to their company page. If this could be a company to watch, click on employees and the ones in Norfolk will appear first. If you do not have any connections in Norfolk, choose the most likely influencers or decision makers and ask to connect.
Followers and Following:
Go to any post on your page. See your followers right above it. How many do your have? You can have followers who you are not connected with. Click o Manage Followers. Find the ones you have not followed who fit in your target list, could make referrals or may be influencers and follow them.

19. Manage Your contacts Enter info in Filters (1st, City, job title)
Go to your Network
Enter info in Filters (1st, City, job title)
See your connections from a Company
Click on Managed Sync and Important Contacts on the Right
For Managed Sync:
From Network, click in box on the left for all contacts.
Click Managed Sync and imported contacts
Click on Export Contacts which will bring up a page to determine what you want to download such as an archive of your messages or your contacts.
ie. I downloaded all my messages—shows me who messaged me, dates, content
Download all of your contacts to categorize and disperse to other excel spreadsheets. It does not let you select just certain people. It is the whole list.

20. Time to Make Mountains Out of Molehills
DEMAND more attention for constant improvement, DEDICATE resources, CUSTOMIZE for different audiences, ADAPT to new formats that consumers are using.

21. How I Can I Help You and Your Organization?
Thank you for Your time!
How I Can I Help You and Your Organization?
One-on-one coaching on your communications, personal brand, and LinkedIn Profile
Communications, Branding, and/or PR Strategic Planning and Implementation for your organization
Training Topics for Your Organization…Go to
presentations/frequently-requested-topics/
Susan Long-Molnar
Biz PROPEL! Career UP!