Facebook CEO Mark Zuckerberg has outlined a rough plan for getting Facebook employees back to normal operations, which will align with a staggered approach to get all regions back on track in the wake of the COVID-19 lockdowns.
Right now, of course, we don’t know how long the lockdowns will persist, but Zuckerberg has provided some guidance as to Facebook’s plans, and how it will seek to work around other, more critical elements of society, especially given that the majority of Facebook’s staff are able to work remotely and don’t need, as such, to be among the first wave.
As per Zuckerberg:
“We will require the vast majority of our employees to work from home through at least the end of May in order to create a safer environment both for our employees doing critical jobs who must be in the office and for everyone else in our local communities. A small percent of our critical employees who can’t work remotely – like content reviewers working on counter-terrorism or suicide and self-harm prevention, and engineers working on complex hardware – may be able to return sooner, but overall, we don’t expect to have everyone back in our offices for some time.”
Facebook warned of delays in content reviews last month due to staffing shifts, and it’ll be looking to ease those as soon as possible, in order to better protect users, and also streamline ad approvals.
Zuckerberg also notes that the current measures will impact more of Facebook’s planned events:
“Even beyond this next period, guidance from health experts is that it won’t be advisable to have large groups of people get together for a while. Given this, we’re canceling any large physical events we had planned with 50 or more people through June 2021. Some of these we will hold as virtual events instead and we’ll share more details on that soon. Similarly, we’re extending our policy of no business travel through at least June of this year as well.”
Facebook canceled its annual F8 developer conference back in February, at the beginning of the global pandemic, but at the time, it did plan to hold “a combo of locally hosted events, videos and live-streamed content” in replacement. Now, it seems that those smaller physical elements will also not go ahead, till at least next year. Facebook will, of course, still be able to make any relevant product announcements via digital means.
And while it remains disheartening to see more physical events being canceled, and to see that more workplaces will remain closed, it is also somewhat encouraging to see a glimpse of light at the end of the COVID-19 tunnel. Facebook is now looking at how it gets to the next stage, and for some employees, that will be relatively soon. More governments are now mapping the staged rollback of lockdowns – and while it’s not something that will see things go back to normal in weeks, it is a reminder that there will be an end to this.
Zuckerberg also has a good understanding of what’s required here – he and his wife Priscilla been hosting various interviews with health experts and officials on the COVID-19 pandemic, and how to best respond to mitigate the broader risks and dangers. With work on vaccines accelerating, and signs that the spread of the virus is slowing, there are glimmers of hope.
There’s still a lot of uncertainty, and the broader impacts of the global shutdowns will be long-lasting. But maybe, sometime soon, we will be allowed out of our houses once again.
LinkedIn Shares New Insights into Maximize Response to Your InMail Messages
LinkedIn has published a new analysis of the best approaches to InMail, and maximizing DM opens in the app, based on ‘tens of millions of InMails’ sent between May 2021 and April 2022 in the app.
Which is primarily focused on recruiters – though really, a broad range of people use InMail to get in touch with people on LinkedIn, for different purpose, and many of the findings will apply in a more general sense.
But LinkedIn does make note of the option as a key recruitment tool.
As per LinkedIn:
“More responses mean recruiters get more bang for their buck from their InMail allotment. That’s because recruiters earn an InMail credit back if their message receives a response within 90 days (even if it’s a negative one). So, response rates not only reflect candidate engagement but also recruiter efficiency. But what kind of InMails actually drive higher response rates and how can recruiters improve their own InMail response rate?”
It’s worth checking out the full report if you’re looking to use LinkedIn mail within your digital marketing approach, but in summary, LinkedIn’s key findings are:
- Shorter InMails perform significantly better than longer ones
- Avoid sending InMails on Saturday (and probably Friday too)
- Personalized InMails perform about 15% better than ones sent in bulk
- Candidates who are “Recommended Matches” or “Open to Work” are about 35% more likely to respond than others
Which is much the same as what LinkedIn recommended in response to the same report last year, which underlines the value of these notes as guide points for your InMail approach.
Here’s a more in-depth overview of LinkedIn’s findings:
First off, on message length – LinkedIn says that InMails under 400 characters perform best.
As you can see here, there’s essentially a sliding scale of engagement with InMails, based on length.
“The response rate for the shortest InMails is 22% higher than the average response rate for all InMails. By the same measure, the response rate for the longest InMails is 11% below the average rate.”
Of course, this entirely depends on your message, and getting people to engage with what you’re trying to communicate. As such, there are no definitive rules, but the findings do provide some guidance as to how you can look to boost response to your in-app messages.
LinkedIn also provides an example of a great InMail under 400 characters.
Though LinkedIn also notes that its data may also be slightly skewed due to the scarcity of shorter InMails in its dataset.
As you can see here, only 10% of the messages sent on LinkedIn are under 400 characters, so while they do perform better, that may also be because they stand out more, due to most messages asking for more user attention.
Which would still suggest that it’s an effective approach, but it could be another element to consider.
LinkedIn also notes that sending InMails on a Friday or Saturday generally results in poorer response.
Every other day is pretty even on response rate, though LinkedIn says that Mondays are the best days to send your messages.
That said, plenty of InMails are being sent on Fridays.
As LinkedIn notes:
“If you’re about to send that InMail on a Friday afternoon, consider scheduling it for Monday morning instead.”
LinkedIn also provides some more specific stats on InMail performance, noting that messages that are sent individually see response rates roughly 15% higher than InMails sent in bulk.
Which makes sense – no one wants to get a generic ‘Hi ***, I noticed that you’re interested in ***’ template email, as they mostly feel untargeted and spammy. Even the slightest personal touch can add a lot to email engagement, and entice more interest.
LinkedIn also notes that the InMail response rate for candidates who indicate that they’re “Open to Work” is 37% higher than the rate for others, while candidates found in Recommended Matches are up to 35% more likely to accept InMails than candidates found in Recruiter search alone.
Which are obviously, again, more recruiter-specific data points, but it’s worth noting in the sense that you can glean from a user profile whether they’re looking to be contacted or not. That could also relate to freelance services listings, their career summary, their profile headline, etc.
Again, there’s a lot of good data here, and while it is based on analysis of recruiter InMails, it is worth noting the various trends for consideration in your LinkedIn messaging approaches.
You can read LinkedIn’s full InMail response report here.
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