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As someone with a BA in English and a concentration in creative writing, I didn’t have much experience with LinkedIn until I was on my job hunt after graduation. Initially, I assumed it was a social media platform strictly reserved for business students. Based off of my friends at the Kelley School of Business who were required to make a profile for their undergrad lectures—along with wearing suits for their class presentations—it sure seemed like it.
However, upon entering the wonderful world of networking and marketing, I realized what a valuable asset LinkedIn is to both individuals and companies alike. Over time, LinkedIn has evolved from a small-scale business networking site to a major platform for creating connections, applying to jobs, and even sharing content about relevant industry insights. LinkedIn presents opportunities not only for recruitment marketing strategy, but also for general advertising visibility.
- LinkedIn has over 500 million users (Expanded Ramblings, 2017).
- 106 million users log on and engage with content every month (Expanded Ramblings, 2017).
- 56% of LinkedIn users are men and 44% are women (Hootsuite, 2016).
- 25% of all female Internet users and 26% of all male Internet users are LinkedIn members (Pew Research Center, 2015).
- About 70% of LinkedIn users are outside of the US (Hootsuite, 2016).
- Over 1 million LinkedIn members use their publishing platform (LinkedIn, 2015).
- About 23% of LinkedIn members are between 18–29 years old, while 61% of members are between 30–64 years old (WeRSM, 2015).
- Approximately 40 million students and recent college graduates are using LinkedIn, making that group LinkedIn’s fastest-growing demographic (Huffington Post, 2014).
- LinkedIn signups have increased to more than two new members per second (Huffington Post, 2014).
- LinkedIn is the third fastest-growing social media site behind Reddit and Instagram (TechCrunch, 2014).
When it comes to expanding your company’s online presence, there are a lot of factors involved that stem far beyond getting likes on Facebook—although that’s important, too. Despite the fact you may have previously conceptualized LinkedIn as a mere job application tool, it can serve as a powerful vessel for your company’s online marketing presence. While Glassdoor can help you build rapport with prospective employees and Pinterest can boost your brand’s image (and sales), LinkedIn improves your advertising strategy and your recruitment strategy. It’s a win-win.
How Are Consumers & Job Seekers Using LinkedIn?
- 57% of LinkedIn users are accessing it on a mobile device (LinkedIn, 2017).
- LinkedIn users are four times more likely to visit your website than Facebook users (BeBusinessed, 2017).
- 64% of all social media traffic to corporate sites comes from LinkedIn, compared to 17% from Facebook and 14% from Twitter (Econsultancy, 2013).
- Over 75% of people who recently changed jobs used LinkedIn to inform their career decision (LinkedIn, 2017).
- Employees found through LinkedIn are 40% less likely to leave the company within the first six months (LinkedIn, 2017).
- As a caveat, LinkedIn has one of the lowest engagement rates of all social media channels at .054%, compared to Facebook at .073% and Google+ at .069% (Forrester, 2014).
Whether they’re scrolling through news articles on their phones during lunch or hunkering down to job search on their computers at home, LinkedIn members are using the platform to advance themselves and, in turn, bring you valuable results. Though engagement rates on LinkedIn are low—Instagram dominates with user interactions at 4.21%—the actions that users do take (namely visiting your site, applying to your company, or buying your products) are worth your while. After all, you’re not on LinkedIn for the likes; you’re on there for the leads.
How Are Businesses Using LinkedIn?
- 94% of B2B marketers use LinkedIn to distribute content (LinkedIn, 2017).
- 80% of B2B leads come from LinkedIn (LinkedIn, 2017).
- LinkedIn has the highest visitor-to-lead conversion rate of all social media platforms at 2.74%, compared to Facebook at .77% and Twitter at .69% (BeBusinessed, 2017).
- 46% of social media traffic to B2B sites comes from LinkedIn (LinkedIn, 2017).
- 79% of B2B marketers believe LinkedIn is an effective lead generation source (LinkedIn, 2017).
- 43% of B2B marketers say that LinkedIn has given them customers (LinkedIn, 2017).
As most 21st century marketers now know, content is key when it comes to gaining leads and converting them into sales. Now that LinkedIn has transformed from a niche professional networking site to a true social media platform in its own right, its members use content to draw in customers and job applicants. Whether you take advantage of LinkedIn’s Direct Sponsored Content or you simply post an article about your business’s work, you can capture the attention of potential leads through a few simple clicks of a button. Plus, even if you’re worried that people may not actually click on your paid ads, you can be assured that LinkedIn members are logging on for a specific reason—to find companies they support, endorse, and may even want to join.
How to Use LinkedIn for Your Digital Marketing Strategy
These days, there seems to be a different social media channel for everything you can imagine; you have the ability to send a filtered photo on Snapchat, plan your wedding on Pinterest, and spew your political views on Twitter all in the same breath. Facebook has even created a job recruitment tool in an effort to break into the professional networking realm. However, if you want a tried-and-true platform for your digital marketing and recruitment strategy efforts, LinkedIn can help you get (and retain) more qualified employees in addition to bringing you leads that are bound to pay off. With its scope growing and becoming more dynamic, LinkedIn may be the missing piece of your digital marketing puzzle.
About The Author: Meredith is a Content Marketing Specialist at Blue Corona. When she's not writing or dancing around the kitchen while baking cupcakes, you can find her eating at local restaurants, performing in poetry slams, and watching a movie or reading a novel with her cats.
View more blogs by Meredith Ross