The other day I was asked that magic question which get sent my way every so often: “Daniel, why is LinkedIn the obvious place of where to build your employer brand and engage with talent groups of choice?”
In fact, I love when I get the question posed like this or similar. It directly tells me that my counter part is thinking strategically. We all know you need a marketing mix for succeeding with your goals at hand. However, there will always be some channels, places and/or tactics which is going to be the best suited for us given our needs. Those should be where 80% of your money goes, at least.’
LOCATION: So firstly we need to ask ourselves the question: “Where is my content best suited? If I want to have an impact on my favored talent groups, where should I allocate most time and resources?”
Obviously the first question is essential. If to have a strategy of engaging talents, then do it where you know it will have an impact. Here, third party data is the most trustworthy for knowing your best options.
The diagram above is from Content Marketing Institute (CMI) and shows the most used platforms to distribute content by UK marketers 2013 & 2014. One of many examples and clearly showing how LinkedIn is steadily growing to become the dominant player of professional content and storytelling. The reason is simple, the effectiveness of content impact is high.
TALENT PROFILE: When you know which channels will be those that you should opt for in your marketing mix, it’s time to decide on how to allocate your budget. Ask your suppliers for every channel of how large the market for your target groups are. They must be able to provide you with this data to be believable. No answer means they don’t know. Blurry answers means they don’t know.
At LinkedIn we don’t launch campaigns before we have a very solid view of the sample size of a clear profile of people. Having a blurry definition of your target group or launching an equally blurry targeted campaign in any channel has a name: SPAM! Yes, that is correct. If you aren’t targeted, you are directly letting people who are completely uninterested in your message be hit by your messaging. That is called Spam. Know your audience. Target your message.
TARGET GROUP MINDSET & ACTIVITY: Let’s be honest. Some channels are catching your preferred target groups attention only when they are actively looking for a new job. But are people constantly in the look out for a new job? As have been concluded before: No, they aren’t. In fact only 20-24% of the entire population are actively looking for a new job. Others are satisfied or more with where they are and are not scanning through job adverts. These are called passive job seekers and can be made interested in a new career opportunity if approached the right way. You will want to choose a channel where your preferred target group are actively using the service and where they have a mindset of openness to professional suggestions and recommendations.
Even if there are plenty of other things to say, I’d say this is my Top 3. At LinkedIn, we are the chosen home of professional storytelling and content because Talents expect that content with us. They are open to it and have the right mindset. They are also actively using LinkedIn whether they are looking for a new job or not. This because LinkedIn helps them in their job and in their career development. Therefore, you do not simply find the 20-24% of active job seekers here but also those other 76-80% who are really hard to find and then by using LinkedIns smart Interest drivers, you make these talents open to new opportunities. And we’re targeted. Every single campaign can be directed to your target groups only. That means a relevant experience for the talents, for you and for Linkedin.
That’s what we call a win-win-win.
Thank you and good luck.