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How to use Linkedin Showcases pages to grow company advocates and reach out to differing audiences

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:

lets Learn Digital Showcase Pages

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:

showcase2

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:

SHOWCASE8

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:

Showcase2

The use and application of Company Showcase pages will be covered in our next Linkedin Training Course

3 Unknown LinkedIn Recruitment Strategies which will deliver success in a competitive market

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

sAVEDsEARCH

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

PeopleSearch

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:

ShowcasePage

Create up 10 differing showcase pages around differing job categories and promote the jobs creating your own URLS and content to drive relevant candidates:

Showcase2

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

gROUPS

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