January 27, 2015
Using Linkedin successfully for Company branding is about understanding the detail of lesser known features which are often free and seeing how these features are benefiting your Company Profile. Linkedin Company Showcase pages are one such feature. Company Showcase pages were introduced at the end of 2013 and replaced the company Product and Services tab on Companies Pages.
Showcase pages are a subcategory or extension of your Company page and allow you to clearly separate your messaging for each product audience without cluttering up a single Company Page as shown below:
So what are the specific benefits of using Showcase Pages for your business?\
• You can engage with specific customer segments
If you have clearly defined target audiences for differing products, or are trying to encourage specific consumer behaviour, Showcase pages offers you the ability to segment your users and the messaging for each product
• Customised content for specific audiences
Showcase pages give users of a specific product or service a place to visit for the latest information and updates for that product or service , rather than following the entire company page. Users can have access to focused content on the sole product or service they are interested in.
• You can use Linkedin advertising to reach to specific audiences
You can segment advertising options means that you can reach out to specific relevant Linkedin subscribers for each product
• Excellent design options and web real estate?
There is a space for a “hero image” at the top of every Showcase Page, where you can be creative with icons, graphics and photos. Linkedin allows on each Showcase pages a large custom banner, description, and direct link to your product.
New advocates or customers can follow the products and services they love directly, so you know exactly what people want when you are posting updates
Greater range of results if anyone is searching for your brand name in the Linkedin Search box. For example below shows the results for Microsoft with their showcase pages included
at the bottom of the brand results page:
So how do I set up Showcase page on my Company Pages?
To create a Showcase Page, go to your LinkedIn Company Page, click on the Edit menu drop down, and select Create a Showcase Page as shown below:
From here, the process is similar to how you set up your Company Page as shown below. You will add a 974x330px banner image, a description of your product or service, and a link to your product or service landing page:
The use and application of Company Showcase pages will be covered in our next Linkedin Training Course
January 20, 2015
Capital Economics, one of the London’s most pessimistic forecasters, believes the UK economy will beat expectations by expanding at 2.5% in 2015, with growth set to accelerate by as much as 4% in 2016. This is the most positive outlook of data for 7 years.
This is great news for ambitious candidates looking to move jobs but poses a significant challenge for recruiters seeking to attract the best talent particularly in a competitive markets. So how can savey recruiters with limited resources get more from LinkedIn and stay ahead of competition?
Below are three lesser known LinkedIn recruitment strategies which are rarely used but will make a significant difference to your efficiency and overall candidate performance:
1) Use the ‘Save’ function in Advanced Search
This tool is a hidden gem for recruiters who wish to keep a close eye on a competitive sector. So how does it work in practice?
Use the ‘save’ a search for specific candidates using the advanced search function, for example “head of Digital” candidates on Linkedin as shown below
Once this saved search is complete, LinkedIn will then update you with any new candidates which fit your saved search criteria. You can choose how often you would like to receive these People Search Alerts with new
: either daily, or weekly (as shown below) or monthly
1) Using a Showcase pages on your Company Page
To help Companies with broad range services LinkedIn launched Showcase pages in November 2013. Showcase are dedicated service pages this is an excellent tool for promoting specific job functions to different market segments and allows you create individual URL’s for each showcase Service. All for free. This is fantastic services for recruiters
If you are the Company page administrator scroll down on the edit function to Create a Showcase Page as shown here in the dropdown menue:
Create up 10 differing showcase pages around differing job categories and promote the jobs creating your own URLS and content to drive relevant candidates:
The benefit of showcase pages is if you have clearly defined target audiences for differing job vacancies this enables you to segment and reach out to your candidates and
the tailor relevant messaging which improves engagement and entices relevancy and engagement across LinkedIn’s 16 million UK subscribers.
3) Join relevant Groups to converse with candidates
A simple strategy of building interest in your company and filling out current vacancies is by joining relevant LinkedIn groups. By interacting with like-minded folks in group discussions and Q&As on a regular basis, you can establish a LinkedIn presence for yourself and your company. That may be enough for inquisitive recruits to check out your company page
LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts. The key is to stay active.
“Like” relevant content, comment on other people’s posts, and start discussions. People will start to recognize you and your company, which helps with promoting brand awareness and building social trust.
David Reilly is a digital marketing consultant who delivers a 1 day Advanced digital training in Linkedin for HR Professionals and Recruiters
July 9, 2014
The German Football team beat the Brazilian football team with an incredible 7 goal battering last night and executed one of the worst sporting humiliations on a host country in the history of the World Cup.
So what did we learn about successful execution from the German Football team and how could this be applied to our digital strategy? Below are some tips:
1) Don’t omit your most important talent at your most critical moment
Obvious but the omission of Neymar and Silva left a gaping hole in defence which Germany completed exploited. This meant that the foundation and the spine of the Brazilian team was looking shaky before a ball had even been kicked.
Could you imagine John Lewis’s best digital marketing talent all going on holiday over the peak Xmas trading period? I don’t think so
2) The importance of a cohesive team
The Brazilian team were completely reliant on a couple of players to lead them. With Neymar out of the team there were no back up leaders and the team looked nervous, disjointed and completely rattled.
Germany on other hand had leaders all over the pitch blending great team work with purposeful passing. This majestic team work inevitably led to a flurry of goals, 5 in 10 minutes before half time.
As the pace of change in technology accelerates and digital marketing spreads across business into new areas such as customer service PR and content it is critical that you build a team which blends the right skills, experience and personalities so that the future success is not dependent on one of two key people.
3) Think long term
Germany’s demolition of Brazil last night has been 10 years in the making. When Germany failed to emerge from their group stage at Euro 2004 wise heads and the Deutsche Fussball worked with the Bundesliga clubs to foster a national football revolution through nurturing long term talent through academies and not duelling with the club system paymaster like the English FA does with the powerful Premier League working for a cohesive long term goal.
Compare the German approach to that of a stand out digital business like Amazon. Jeff Bezos’s of Amazon’s mantra since 2007 has always been ‘think about the long term’. So much so that he is regularly announces to his shareholders as he did in 2013 that Amazon will be delivering very little profit with all the surplus money invested back into new innovations such the Kindle, the new Amazon phone and improving delivery via Amazon Drones.
So don’t just think 1 or 2 years but what will your digital strategy look like in 5 or 10 years?
4) Commit your digital strategy to long term training and education
Germany had relentlessly trained for this moment and were ready. Their movement was scintillating, their finishing ruthless, their style delightfully rhythmic. They were in every way outstanding.
Digital marketing and the skills required to excel in the future will evolve and change at an accelerated rate. The digital winners, like the German football team last night will be those who commit to lifelong learning and education.