What is LinkedIn?
LinkedIn is an online platform for people from various professional backrounds to network. It can be used to look for an internship or a job, connect internationally with your colleagues, strengthen your professional relationships and learn from other experiences that they share in LinkedIn. (LinkedIn.)
To get started with LinkedIn:
- Create your profile to summarize your professional experience, showcase your professional life, milestones, skills and professional interests to your connections, current and future employers and recruits.
- Build your network. In the beginning, you can add your friends, family, past and current classmates and coworkers. You can also follow recommended companies, topics and people.
- Find a job or hire someone. You can start looking for a job on Linkedin. Or if you are looking for an employee, you can let your network know that you are hiring.
- Participate in conversations. You can share your thoughts and ideas in posts. You can also like or react with lightweight reactions on posts.
- Post content. You can empower and educate your professional circle with the content you post.
Employer branding helps to attract job seekers
In LinkedIn, companies can market their content to desired job seekers by sharing their organizations values, goals and experiences. They can communicate that they are a good employer and a great place to work, which boosts recruitment efforts and also engagement and retention of current employees.
Employer branding done well boosts buzz around their company and attracts motivated job seekers to apply and keeps current employees happy.
Increase the number of visitors to your page
Starting with basics to stand out: Companies can drive traffic to LinkedIn by simply placing a follow button to company’s website or adding a link in newsletter. Steady flow and fresh content will give more visibility on feeds. There is also SEO advantage to having an active page. Content should include mix of eye-catching visuals, videos or something to stand out more. Quality content drives curiosity and good conversation, so it’s important to be responsive. In LinkedIn, page admins can access a robust set of analytics that provide demographic information about followers and visitors. This information can be used to figure out what is resonating versus what is not. (Tourism Currents 2019.)
Destination marketing storefront on Linkedin
Usually for company pages LinkedIn have more B2B focus in content. It’s a good platform to offer event or meeting planners, tour operators, meeting venues etc. In LinkedIn tourism companies can also show in their content what they offer outside convention center or meeting. Users usually switch from business/conference traveler to leisure traveler while they are in different destinations. In LinkedIn can also buy ads, including sponsored posts to targeted group similar to Facebook’s. (Tourism Currents 2019.)
Content ideas
Remember always that there is a human at the other end of your posts. That human wants to book a meeting in a destination that sings with possibilities so do not feed him the usual dry B2B content in your posts. For ideas you can see what people are posting! Search for hastags like #eventmanagement #eventprofs #tourismmarketing
My impressions
I think that if tourism business want to have successful LinkedIn page, company needs to do the work for it and have goals for it. In creating content you need to know your metrics and analytics to see what kind of content is working for your followers. Good to remember that the audience is different in LinkedIn than for example in Facebook. It’s not good to post the same content across multiple channels.
References
Tourism Currents. 2019. Viitattu. 23.9.2022 tourismcurrents.com/how-to-build-a-succesful-linkedin-page-for-tourism
LinkedIn. 2022. Viitattu 22.9.2022 business.linkedin.com/marketing-solutions/linkedin-pages
A very clear, concise, and on-to-the-point post about the usage of LinkedIn. I personally haven’t yet needed to create a LinkedIn profile but I have always had a small interest in it. This post creates intrigue and gives the reader genuinely good points on why they should create a LinkedIn profile.
The pictures are relevant and keep the post interesting as well and the video about employer branding gives something to think about to business owners, but also to people looking for jobs through LinkedIn.
All in all a good read, with good English about a useful tool in the job market!
Thank you Jouni for taking the time to comment on my post.
I highly recommend LinkedIn for a learning environment also if you’re not activate on posting, there is great point of views of marketing, customer experiences and leading methods.
Itselläni ei juurikaan ole kokemusta LinkedInistä. Olen joskus tutustunut LinkedIniin teoriassa, kuinka se toimii ja miten hyödyntää sitä työelämän työkaluna. Mutta oman profiilin luominen ja käyttöön otto on jäänyt kokonaan. Tekstisi LinkedInistä on kattava ja selkeä kuvaus sen käytöstä ja hyödyistä.
Kiitos Pauliina kommentista!
Suosittelen liittymään LinkedIniin, sieltä voi selata mielenkiintoisia ja inspiroivia kokemuksia työelämän haasteista ja onnistumisista!
You are so right about the fact that company really needs to do a lot of work for using LinkedIn. I used company LinkedIn in my previous work for some years. I wasn’t doing it alone, we had a social media team and we did all the planning and posting together, and it took a lot of effort to do it. We even had a couple of private trainings for using LinkedIn as a company, but still we all found it a bit difficult to do.
I think the problem was that we knew everything in theory but we didn’t have a courage to do it in practise.
I also agree that it is very important to have a good plan with objectives and concrete actions. And as you said, it is equally important to plan the content according to the target group and to monitor which publications engage more.
Hi Mervi,
Also for me LinkedIn stills feels a scary place to share my work thoughts even though i know the theory how to do it. Also i understand it takes courage to post because it can backfire pretty badly in social these days.. but it also can be very good platform to share knowledge with others and grow value in the eyes of other professionals!
Hey!
Very informative post about linked. Hrmm, I´m sure with these instructions I could make my own linked page. I didn´t know it was also for companies as well, I always thought It was for people searching for a job – Virtual CV.