You can also do a content search and add keyword phrases to narrow your search to your niche. If cloud computing is your niche, enter “cloud computing” in the search box and select the Content filter. You will now see cloud computing–related content being shared by your network. You can also enter popular hashtags in the search box to see new and popular content related to that hashtag.
Don’t forget to keep an eye on What People Are Talking About Now in the right column of your homepage. These are trending national and international stories. When you write relevant articles related to breaking news, you can often piggyback off that trending topic.
WHO’S VIEWED YOUR UPDATES
In the past, we posted status updates and articles but had no idea how many people viewed them or if they were engaging. With the new site analytics, we can see how many people viewed, liked, shared, and commented on our updates and articles. I love this feature because I know exactly what content my network is engaging with so I can create more of it.
FIGURE 15–3. Searching for Popular Content
FIGURE 15–4. Who’s Viewed Your Updates
To see Who’s Viewed Your Updates, go to the LinkedIn homepage and click on Views of Your Post, which is in the left column. You will then see who is interacting with your articles, posts, and all other activity, as you see in Figure 15–4.
NATIVE VIDEO
Native video is video you have created and uploaded directly to LinkedIn. In the past, we had to upload our video to YouTube or other video websites and then include a YouTube link in our LinkedIn posts to share with our network. LinkedIn now prefers native video directly uploaded to its site.
According to a 2017 survey by social media marketing website Social Media Examiner, 73 percent of marketers plan to use video in their marketing. Marketers love video because it naturally does what all content should do: It shows instead of tells.
Video boosts your storytelling ability using visuals, text, and audio. Marketers can now harness the power of sight, sound, and motion to get across their messages on LinkedIn. The newsfeed is an attractive format for a range of videos, such as product demos, interviews, industry event coverage, how-to videos, and more.
Video helps you stand out on the newsfeed because it naturally attracts the eye. People cannot resist sight, sound, and motion, so use it to your advantage by posting native videos. Using LinkedIn analytics, you can measure engagement of your videos. You can see the top companies, job titles, and locations of your viewers. You can also see how many views, likes, and comments your videos are receiving.
Most of us will be creating and uploading MP4 files using our phones or video cameras, so we don’t usually need to worry about the other formats below.
But if you are a professional videographer and doing advanced video creation, LinkedIn videos can also be ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264/AVC, VP8, VP9, WMV2, and WMV3. You can also upload the following audio extensions: AAC, MP3, and Vorbis.
What are the file requirements for the video? Here’s a quick look at the specs listed on LinkedIn:
1. Max file size: 5GB
2. Minimum file size: 75KB
3. Max video duration: 10 minutes
4. Minimum video duration: 3 seconds
5. Resolution range: 256x144 to 4096x2304
6. Aspect ratio: 1:2.4–2.4:1
7. Frame rates: 10fps–60 fps
8. Bit rates: 192 kbps–30 Mbps
Remember, people have short attention spans so it’s a good idea to keep your videos shorter than three minutes.
Add text (up to 700 characters) to your update to describe your video. (You can do this before or after you upload the video.) Be sure to include talking points to encourage people to watch. For example, outline the steps for a how-to video, or write a short update that teases the content and links to a longer blog or a LinkedIn article.
To upload a native video from your desktop, click on the Video button in the status update box (which you saw in Figure 15–1, where you read about posting status updates), browse to your file location, select your video (or audio for podcasters), add your descriptive text and hashtags, and click Post.
To publish a native video from your mobile device, open the LinkedIn app. In the share box on the home screen, tap the video camera icon, as shown in Figure 15–5 on page 170. On the next screen, choose a prerecorded video from your camera roll or click Video to record a video on the spot (your video will automatically be saved to your camera roll).
BROADCASTING LIVE VIDEO
Uploaded video can be useful, but to really capture the zeitgeist of the moment, go live. You can now create live video broadcasts from the LinkedIn mobile app, just like Facebook Live videos. At the time of this writing, live video is not available from the desktop version of LinkedIn and is only available to LinkedIn Influencers on the mobile app. Eventually everyone will be able to share live video.
When live video is available to everyone, you can start your own live video broadcast in the LinkedIn mobile app. Look for the share box at the top of the feed (iOS) or the Post button (Android) and tap on the video icon (see Figure 15–5 on page 170). You can record a video in the app or upload something you recorded earlier.
After you post a video, you can see audience insights, such as the top companies, titles, and locations of your viewers, as well as how many views, likes, and comments your videos are receiving. With these insights, you can begin to understand if you’re reaching the people and companies that matter to you. You can find audience insights in the dashboard section of your LinkedIn profile on both mobile and desktop. You’ll learn more about LinkedIn mobile apps in the next chapter.
CONCLUSION
Jeff Weiner has delivered on his promise to make LinkedIn the largest content publishing platform on the internet. Today, more than 100,000 articles and videos are shared on LinkedIn every day. You can create and share content that can be seen by your target audience on LinkedIn and throughout the internet via partner networks and Google.
FIGURE 15–5. Uploading Video from Your Mobile Device
In the next chapter, we will explore LinkedIn Mobile and LinkedIn’s flagship app for mobile access.
For additional updates and how-to videos, visit https://tedprodromou.com/UltimateGuideUpdates/.
Chapter 16
LinkedIn Mobile
As the world migrates to mobile computing, LinkedIn has been developing apps to meet the demand. According to LinkedIn, more than 60 percent of their members use the mobile app to access the site. This is a huge shift from just a couple of years ago, when people spent most of their time on desktop computers.
LinkedIn has been shifting back and forth with its mobile app strategy. When I wrote the first edition of Ultimate Guide to LinkedIn for Business, there were numerous third-party apps that competed with LinkedIn’s first attempt at a mobile app. The LinkedIn app was bloated and slow because it tried to provide access to all its tools. The result was that very few people used it.
Next, LinkedIn created multiple apps that provided access to very specific functions of the desktop version. Pulse, Groups, Connected, Students, Card Munch, Blog Link, Projects, and Reading List were just a few of the available apps. The vast number of apps confused users.
In 2017, LinkedIn redesigned the desktop version and mobile app to focus on the core user experience. Most people use LinkedIn to catch up on industry news, interact with other members via messaging, keep in touch with past and current clients, and see what their network is up to.
This new focus has increased usage of LinkedIn. Easy accessibility and the clean design give people a reason to come back to LinkedIn every day. More than 50 percent of Facebook’s users log in every day, with the highest traffic occurring between 1 and 3 P.M. LinkedIn aims to match this incredible user engagement. According to a LinkedIn presentation, one year after the new app was released, there was a 30 percent increase in daily mobile app activity, a 40 percent increase in engaged newsfeed
sessions, and a 240 percent increase in messages sent from the mobile app. You can view the presentation at https://www.slideshare.net/linkedin/accelerating-linkedins-vision-through-innovation-66309292.
In this chapter, I’ll introduce you to a few of the most popular mobile LinkedIn tools. All these apps are free to download and will enhance your LinkedIn experience.
LINKEDIN MOBILE APP
LinkedIn has developed apps for the iPhone and Android smartphones. (The Blackberry and Windows versions are officially retired.) The LinkedIn app is free and connects you seamlessly to your LinkedIn account from your phone. See Figure 16–1 on page 175 to see what LinkedIn mobile app looks like on your iPhone and iPad.
The app is well-designed, fast, and easy to use. It lets you check messages, invite people to connect, review updates, and send messages to your connections.
At the bottom of the screen, you have easy access to your primary LinkedIn functions: Home, My Network, Messaging, Notifications, and Jobs. This is about 80 percent of what I use LinkedIn for. When I’m on Home, I scan my newsfeed to see what’s happening with my network, breaking industry news, and content from people and companies I follow. On the My Network tab, I see new invitations to connect, potential new connections under People You May Know, and my total number of connections, as you can see in the left graphic of Figure 16–2 on page 176. When I’m at a live event, I can also turn on Find Nearby, which looks for other people at the conference or event who have this feature turned on. You can connect with other conference attendees instantly. Don’t worry about your privacy: People will not see your location if you don’t enable this feature.
As you see in the middle graphic of Figure 16–2, LinkedIn Messaging is a powerful way to start conversations with connections who could become clients or great referral partners. In the right graphic is Notifications, where you see who’s interacting with your posts, accepting your connection invitations, and having job anniversaries or birthdays.
FIGURE 16–1. The LinkedIn Mobile App
FIGURE 16–2. The My Network, Messaging, and Notifications Tabs
The app also lets you update your profile and see your network statistics, including Who’s Viewed Your Profile, Post Views, and the number of times you appeared in searches. In Figure 16–3 on page 177 you can see how to edit different sections of your profile by clicking on the pencil icon in each section.
LINKEDIN JOB SEARCH
Approximately two-thirds of LinkedIn’s revenue comes from job postings and recruiter’s subscriptions, so, of course, it has an app to help you find a job. LinkedIn Job Search is one separate app that is successful, so it’s not going away any time soon. This app lets you easily search for great jobs, see who you know at that company, and apply in one click using the data from your LinkedIn profile. You will also receive notifications when new jobs that fit your search criteria are posted so you can get a jump on your competitors.
While applying via the app is easy, it’s not 100 percent hands-off in terms of being able to simply link to your profile. Not all job postings will let you apply through LinkedIn. The employer chooses whether to let you apply through LinkedIn or redirect you to their external website. However, the Job Search app will let you save the job posting so you can apply when you get back to your desktop computer, which is easier than filling out an application on your phone. Check out Figure 16–4 on page 178 for a look at the Job Search app.
FIGURE 16–3. Editing Your Profile
FIGURE 16–4. LinkedIn Job Search App
LINKEDIN SLIDESHARE
Another one of LinkedIn’s hidden gems that works well on mobile is SlideShare. SlideShare is an app and a website where you can upload PowerPoint slide decks, infographics, PDFs, and documents. Here are the accepted formats according to LinkedIn:
Presentations
■ Adobe PDF (.pdf)
■ OpenOffice Presentation Document (.odp)
■ Microsoft PowerPoint (.ppt/.pps/.pptx/.ppsx/.pot/.potx)
Documents
■ Adobe PDF (.pdf)
■ Microsoft Word (.doc/ .docx/ .rtf)
■ OpenOffice Documents (.odt)
■ Most .txt files
Infographics
■ Adobe PDF (.pdf)
You can also upload video if it’s included in your presentation, but you can’t upload video directly to SlideShare. Figure 16–5 on page 179 shows you a sample of the content available to view and download from the SlideShare app.
FIGURE 16–5. The SlideShare App
LINKEDIN LEARNING
LinkedIn acquired online learning platform Lynda.com in April 2015 for $1.5 billion and integrated its content into LinkedIn Learning in 2017. LinkedIn Learning has thousands of online courses and videos covering every aspect of business. Content is categorized under Subjects, Software, and Learning Paths. Figure 16–6 shows you just some of the training available on LinkedIn Learning.
You receive full access to LinkedIn Learning when you have a premium account. If you don’t have a premium account, you can subscribe to LinkedIn Learning for $29.95 per month or purchase an annual subscription for $299.88. The Learning app is free to download, but you need a premium account or a subscription to access the content.
FIGURE 16–6. A Sample of What You Can Learn on LinkedIn Learning
You can stream courses or download them for offline viewing from the mobile app. I often download classes and watch them when I’m traveling to speaking engagements.
PREMIUM APPS
LinkedIn also has several premium apps that are worth checking out (and that may be worth paying the cost of premium for, depending on your needs). These apps work only with the appropriate paid subscriptions, so be sure to check their terms.
LinkedIn Recruiter
The Recruiter app lets you access the tools in your LinkedIn Recruiter subscription. The app lets you search and review the profiles of potential hires, respond quickly to candidates, and stay organized with projects. While it is not a replacement for the full desktop version of Recruiter, it allows you to stay in touch while you are away from your computer. Figure 16–7 shows you some screenshots from the LinkedIn Recruiter app so you can see what the interface looks like.
FIGURE 16–7. The LinkedIn Recruiter App
LinkedIn Sales Navigator
Sales Navigator is LinkedIn’s flagship tool for sales professionals, which helps you find leads and accounts in your target market, connect or send messages to prospects, and get real-time updates while you are on the road. In Chapter 19, I’ll go deep into the possibilities of the full Sales Navigator subscription, one of the most powerful tools out there for salespeople. For now, take a look at Figure 16–8 below to see the top features of the app.
With Sales Navigator, you can follow targeted companies and key members of those organizations so you hear instantly about breaking news or key personnel changes. You can quickly reach out with InMail if you’re not connected or send free LinkedIn messages to check in with them.
FIGURE 16–8. The Sales Navigator App
You can also create targeted LinkedIn searches with expanded search fields that run 24/7 and alert you once a day when they find an ideal prospect. Simply open the alert and view the potential client’s LinkedIn profile to decide if you want to connect and begin a business relationship.
You need a paid subscription to Sales Navigator to use this app. LinkedIn offers a professional version for individual users at around $80 per month and a version for corporate sales teams at around $130 per month per person at the time of this writing. Visit https://business.linkedin.com/sales-solutions/sales-navigator to see the latest service offerings and pricing.
LinkedIn Elevate
LinkedIn Elevate is a tool for large companies that create and share a lot of content on social media. This app is only available to employees at participating companies. Visit https://business.linkedin.com/elevate for more information.
As employees create social media content for your company, they add i
t to the Elevate app so everyone in the company can share it on their social media accounts. This is a great way to create a viral effect on social media if enough employees share it in a timely manner. With a huge initial boost from your employees, social media networks see the content trending, so they boost the content to millions of other people.
LinkedIn Elevate lets you:
■ Receive quality, approved content that you can easily share with your networks
■ Help you reach your network at the best time to boost your impact
■ See how your network is responding with detailed analytics
See Figure 16–9 to see how LinkedIn Elevate works.
FIGURE 16–9. The LinkedIn Elevate App
CONCLUSION
LinkedIn has spent a lot of time and money redesigning its dashboard and apps to make its user experience easy and engaging. LinkedIn’s app strategy has changed a lot over the years, but its recent focus on the core user experience is bringing members back to the website and to its apps more frequently.
In the next chapter, I’ll show you how to find and hire great employees using LinkedIn’s powerful recruiting tools.
For additional updates and how-to videos, visit https://tedprodromou.com/UltimateGuideUpdates/.
Chapter 17
Recruiting New Employees
LinkedIn has become a gold mine for recruiting firms and in-house recruiters. Nowhere else can they find millions of businesspeople in one place prominently displaying their experience, skills, education, recommendations, and expertise. A simple search on LinkedIn can locate multiple qualified candidates in seconds. As the site grows, the available talent pool multiplies, allowing companies to pick and choose from among the very best business professionals in the world. No longer is a talent search limited to your local area.
Ultimate Guide to LinkedIn for Business Page 16