Académique Documents
Professionnel Documents
Culture Documents
Summary
Executive summary3 Avant propos4 Entretien 5
LinkedIn, a communications tool thats underutilized LinkedIns Ecosystem A look at the Company space A look at the Careers space A look at the Products and Services space A look at the Group space
6 7 7 8 8 9 10 10 10 11 12 13 14 15 16 16 16 16 17 17 18 18 18
D Which strategy should you adopt? 3.1 Define your objectives 3.2 and possible focus areas 3.3 Structure your ecosystem 3.4 Activate your ecosystem 3.5 Best practices: Dell and Microsoft 3.6 A content strategy in line with different types of usage 3.7 The Company space: using your audience to generate clicks E Resources 4.1 Entry level: Engage employees The importance of involving high potentials 4.2 4.3 The role of top management 4.4 Community managers and ambassadors The role of community animators 4.5 F Measurement 5.1 Performance measurement 5.2 Proposed KPIs
Check list: how can I develop my presence on LinkedIn?
19
Executive Summary
LinkedIn is the biggest professional social network in the world. Most companies develop their presence on it as part of their recruitment policy, but LinkedIn is so much more than just a recruitment tool its a professional networking platform, and a B2B communications channel. According to a recent study*, LinkedIn generates four times more B2B leads than any other social network, including Facebook and Twitter.
So why are companies still not using LinkedIn to its full potential? In this whitepaper we highlight the benefits an enterprise can reap from having a structured LinkedIn ecosystem and outline how to develop the right editorial approach for the Company and Groups spaces. We believe that: Most companies arent making full use of LinkedIns potential for communications and building their corporate image Companies need to develop a dedicated editorial strategy and community management policy to encourage discussion, and increase awareness among their target audience (including potential employees, partners and industry professionals) LinkedIn offers powerful business solutions with a range of tools that companies need to exploit if theyre to grow their influence Employees act as potential ambassadors, and this fact should be leveraged on LinkedIn: those ambassadors can carry corporate messaging, share experiences and support the companys values When measuring the impact of your companys LinkedIn activity, do take into account criteria beyond traditional HR indicators: as for any other social network (Facebook, Twitter, etc.), the commitment rate, active membership and reach prove to be the main KPIs
Digital Identity
Stanislas Magniant,
Twitter account:
@msl_group
Sites:
www.mslgroup.com
SOCIAL HIVE
LinkedIn is a corporate communications platform that is at once both deeply efficient and significantly undervalued
LinkedIn has evolved and grown significantly over the past few years. It is no longer just an HR platform that caters to recruiters, candidates and professional networking. With the development of LinkedIn Enterprise, LinkedIn Today, and a slew of social applications, LinkedIn has become a corporate communications platform, as effective as it is undervalued. Communication directors, marketing directors and even sales departments should focus less on how to grow their fanbase on the company Facebook page and more on the opportunities that LinkedIn presents. They can share their companys activities, develop expertise and thought leadership, leverage a network of employees to develop an e-ambassadors program and even generate commercial leads using LinkedIn. In short, companies can replicate what they currently do on Facebook, but in a more professionally appropriate and effective way to engage employees, business partners and potential candidates. This whitepaper is not meant to be a detailed manual, but an introduction to the opportunities that LinkedIn offers corporate communications and B2B professionals. It is also a guide for community managers who wish to develop the right editorial strategies on LinkedIn. If youre looking to develop your companys presence and reputation on social networks, we invite you to take another look at LinkedIns potential using our whitepaper.
L au r e n c e B r e t
MARK ETING DIRECTOR, L i n ked I n E U R O P E
Interview
Company Hewlett-Packard IBM Google Microsoft Accenture Deloitte Apple Oracle Ernst & Young Unilever
LinkedIn is a communications platform that the majority of companies have not yet fully integrated into their communications strategies. The 10 most followed companies on LinkedIn* animate their space with status updates (in most cases with new hires and job announcements), but only five update their space with blog posts and only three have a proper community management strategy, which involves generating discussions on the page.
LinkedIns Ecosystem
TH E CO
M
N PA
Y SPACE
The Company space on LinkedIn can be compared with fan pages on Facebook : it acts as a hub for all the companys activities on the network
This space shows activities on LinkedIn, including: job offers, new hires and appointments, blog posts and any other communications published by the company. This space can be managed to a degree. Messages published in this space are visible in the information flow of members of the page. One can like the news, comment and share it in the same way as on Facebook.
Calls-to-actions
A space dedicated to your subsidiaries. NEW: if you own groups, you can feature them here.
The pages the people who visit your page also viewed. Useful to identify how you are perceived.
CA R
EE
RS
SPACE
The Careers page is usually integrated into the Company SPACE. You can have access to your Company SPACE without viewing the Careers SPACE.
A personalized introduction with our without video depending on the type of visitor
The company pagess updates & descriptions also take place on the career page
GR
PS
PACE
A Group is a space for employees to exchange best practices with industry experts. Its an optimal platform for exchange of ideas within your company!
Logo and description Launch a discussion or a poll Group news, updates on new members
Ads
The most commented on discussions. Its possible to like a status, add a comment and share it in the same way you would on Facebook. Types of messages : Experience, knowledge and best-practice sharing Job offers or training sessions
A list of the most active users in the Group, which effectively highlights the most influential experts in the discussion space
O
P
AR
THIR
T Y G RO
IE
TARY GR
PROP
The Company space is the center of your LinkedIn ecosystem. It should enhance the visibility of the companys news, its views, projects and goals. It should also be a hub for your entire LinkedIn ecosystem.
CT
S AND SER
T H E PRO D
The Careers space is the space dedicated to HR opportunities, career paths, testimonials a showcase dedicated to recruitment. The pages are most useful for medium or large companies that have to manage a significant number of prospective employees.
TH I RD
SP
AC
E
P
AR
TY G RO
U
P0
THE
CO
MP
TH I RD
UP
01
1 P0
O
UP
01
TH I RD
PROP
VI
CE
S S PAC E
2
IE
TARY GR
AR
TY G RO
U
P0
O
UP
02
The Groups are the main spaces for conversation on LinkedIn, and need a targeted, clear and contentfocused editorial positioning. A company can create and animate several groups based on various professional communities, its target, its core businesses or its geographical locations... The challenge is to structure these groups so as to be able to tap into both internal and external audiences that are broad enough to encourage dialogue and a fruitful exchange.
EE
RS
S PACE
T H E CA
TH I RD
A RY G R ET
AR
TY G RO
U
P0
O
UP
PRO P
TH I RD
03
AR
TY G RO
U
P0
Focus on the three components of your editorial policy Corporate information and news 1. First off, include this on the Company space 2. Add it to the Careers space, if thats in line with your companys HR and CSR policy 3. Add news to the Group pages only if it relates to those users Thought leadership 1. Depending on the topic, add to the relevant themed Groups so as to encourage discussion and attract people to the Group through exclusive content 2. You can also add to the Company space to support the corporate vision, and leverage the discussions and the dynamism of the group 3. Add to themed Groups that are similar to the current Group in terms of either audience of subject matter 4. Add to the Careers space only if the content talks to top managements vision or throws fresh light on HR and management policy
Third-party content (*curation) 1. In the first instance, include this on the Group pages. This is essential if youre going to animate conversations between professionals interested in the same topic (warning : make sure it does not exceed 50% of your editorial content) 2. Include in the Careers space only if the content focuses on career paths within the company 3. Add to the Company space only if the article, which should be available online, provides a new perspective on the company
*Curation is the art of selecting, filtering, organizing, indexing and commenting on content across specific topics
N PA
Y SPACE
TH E CO
T H E CA
Company News
Curation
Thought Leadership
Job Opportunities
Discussions
EE
RS
SPACE
ro
up
LinkedIn now gives companies a legitimate way to talk directly to their target audience..
Resources
4.1 E ntry level : Engage employees
When youre starting out,themost cost-effective andefficient approach is to let employees know, via your traditional internal communication channels, that your spaces and groups on LinkedIn exist.The core ofyour LinkedIn community are youremployees.Itmay be useful toincentivize contributorsso as to createa little competition.
IR
TY GR PAR O
U
RD
PARTY GR
O
UP
TH
03
P0
TH
TH
3
RD
PARTY GR
O
UP
03
Measurement
5.1 Performance measurement
What are the KPIs for LinkedIn? If you decide to implement an editorial strategy, the KPIs should be the same as those of the other social networks where your company has a presence: engagement rate, audience, loyalty, etc. In addition, any impact on the employer brand, the number of CVs received, and the cost of hiring using traditional methods should be taken into consideration.
4. Community management
Implement a community management strategy.
Contact us
Stanislas Magniant
stanislas.magniant@ consultants.publicis.fr
Follow us
http://www.linkedin.com/company/ MSLgroup http://www.twitter.com/msl_group http://www.youtube.com/ mslgroupofficial http://www.mslgroup.com/
Dimitri Granger
dimitri.granger@ consultants.publicis.fr
SOCIAL HIVE