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LinkedIn Adds New Tools for Company Pages, Including Workplace Flexibility Listings and Competitor Tracking

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With the post-pandemic recovery now starting to take shape, many people are seeking new jobs, and many businesses are looking to bring on new employees as they re-open and plan for a brighter future ahead.

Which presents significant opportunity for LinkedIn, and as it seeks to tap into these rising trends, the platform has today announced some new features for LinkedIn Company Pages which will help businesses better align with the next stage of the process.

First off, LinkedIn’s adding a new ‘Primary Workplace’ display option on company profiles, which will enable businesses to list whether their employees are generally ‘remote’, ‘hybrid’ or ‘on-site’ to provide more transparency as to the options available.

LinkedIn Company Pages update

As you can see here, the new ‘Primary Workplace Policy’ option will enable brands to list their staffing flexibility capacity in the top line of their on-page display, which could help to attract a wider pool of potential job candidates amid the ongoing WFH shift. In the same space, businesses will also be able to communicate their policies on vaccines, pay adjustments, and more.

LinkedIn has also added similar to job listings, providing more ways for businesses to share specific policies and approaches to help clarify what they offer as a workplace. That’ll make it easier to filter potential candidates, and streamline recruitment processes, with the options essentially working as a screening device for prospects.

LinkedIn’s also looking to enhance its My Company options, which enable brands to manage employee engagement in the app.

LinkedIn first added its My Company tools back in February, providing a means to directly communicate with employees on the platform, and encourage sharing of specific updates to expand promotions and announcements.

Now, LinkedIn’s adding more capacity on this front:

With these [new] updates, you can easily curate content from your Page feed to the My Company Tab with the simple click of a button. We’ll notify employees as soon as new content is curated and drop them right into the re-sharing experience, so they know exactly how they can help amplify your messages. We’ll also show employees how their re-share matters, with a dynamic visualization of the content that others at the organization are sharing.”

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LinkedIn Company Pages update

The principle behind the My Company tab is that individuals drive more engagement on LinkedIn than brand profiles, while employees are 60% more likely to engage with posts from coworkers versus regular members. It stands to reason, then, that facilitating more direct employee sharing is a better way to amplify your messaging, both among your own staff and across LinkedIn more broadly.

The new updates provide more options on this front, and could be worth testing within your employee advocacy program.

And finally, LinkedIn’s added new customizable competitor analytics to your LinkedIn Page Analytics Tab, which enables you to add up to nine of your competitors to benchmark their LinkedIn Page performance.

LinkedIn Pages analytics

Much like Facebook’s Pages to Watch, the listing gives you a basic comparison of how other Pages in your niche are performing on LinkedIn, which will either make you feel better or worse about your own numbers.

But LinkedIn has been deliberately cautious on this, by only providing basic metrics as a comparison, as opposed to in-depth data on performance, which could act as more of a disincentive. That also, inevitably, means that the data presented won’t give you a heap to go on, but it may help to provide some context as to your results, and how they match-up with others in your niche.

LinkedIn does additionally note that it will soon add engagement rate metrics to enhance this option.

These are some interesting additions, which could provide more guidance in your LinkedIn management process, and help to optimize your recruitment, and maximize brand messaging. The relative effects of each will come down to how you use them, but they’re definitely worth experimenting with, and seeing if they drive benefit for your business.

Socialmediatoday.com

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LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers

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LinkedIn has outlined its latest batch of updates for Company Pages, most of which had already been previewed in some capacity, but are now being rolled out on a broader basis.

First off, LinkedIn’s making its new post templates available to all company pages.

LinkedIn post templates

As you can see in these examples, LinkedIn’s post templates, as they sound, provide a range of visual enhancements for your LinkedIn updates, which could help to make them stand out in feeds.

LinkedIn originally launched post templates for individual users last month, but now, it’s making them available for Company Page updates as well.

As per LinkedIn:

Create engaging, actionable LinkedIn content easier than ever with customizable templates, available directly in the LinkedIn app, with no third-party tools required.”

I mean, I don’t know that these types of posts really fit with LinkedIn’s professional approach. But then again, as many have noted, LinkedIn is increasingly becoming more like Facebook anyway, with more personal posts and updates that are less focused on professional aspects.

And that seems to be working – LinkedIn’s parent company Microsoft keeps reporting ‘record levels of engagement’ in the app every quarter, so maybe this is actually a good, valuable addition.

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We’ll see how people feel about it when every other LinkedIn ‘thinkfluencer’ is posting using these templates. You can access post templates in the mobile app by tapping the ‘use template’ option in the post composer menu.

As an addition to this, LinkedIn’s also making its new link stickers available for Company Pages too, which could help to drive more direct response to your updates.

LinkedIn link sticker

On another front, LinkedIn will also now enable all Company Pages to pin comments beneath their brand posts.

LinkedIn Pinned Comments

The rollout for this feature also started last month, with some users seeing the option to pin comments in the app.

That could be a good way to spark more focused engagement, and highlight top fans, while you could also use this to simply boost interactions by pinning the comment with the most engagement at the top of the reply chain.  

As a reminder, LinkedIn Company Pages can also pin an update for similar purpose.

Finally, LinkedIn has also added a new Our featured commitments’ section for Company Pages, where brands will be able to showcase their most important values.

“Increasingly in today’s market, job seekers are evaluating potential employers based on their values. They’re interested in knowing where companies stand on issues that are important to them, such as DEI, work-life balance, sustainability, etc. To provide greater insight and connections, LinkedIn is enabling employers to highlight these commitments on their LinkedIn company page to define their talent brand and values.” 

Brands will be able to include up to five commitments in their featured commitments section, while you’ll also be able to host content that demonstrates the same, all of which will be displayed in a sub-panel in the ‘About’ section of your Page.

These are some potentially handy updates, with the link stickers and pinned comments standing out as likely the most valuable additions for LinkedIn page managers.

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Post templates I’m not as sold on, especially for brands – but then again, there may be ways to use these templates to improve the presentation of your posts, and maybe, that’ll increase overall engagement.

You can read about all of LinkedIn’s latest company page updates here.

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