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LinkedIn Publishes New Pocket Guide to Effective Employer Branding

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LinkedIn Publishes New Pocket Guide to Effective Employer Branding

Amid a period of broader change, in the wake of the pandemic (are we in the wake yet?), LinkedIn says that almost half of all employees are considering changing roles in 2022, as they reassess their options.

When you also factor in the work from home shift, and evolving expectations of younger employees, it’s clear that people are looking for more from their day-to-day roles, with purpose and flexibility now being key considerations in keeping top talent.

With this in mind, LinkedIn has published a new guide on employer branding, which includes a range of notes on how to maximize your employer appeal online.

De 8-page guide includes notes on what types of content can help to boost appeal to potential candidates at different stages of the journey.

There’s also an example roadmap of a prospect’s interest pathway, which further underlines the need for different types of content and contributors in the process.

LinkedIn Brand to Demand Employer Branding guide

The last section of the short guide looks at how brands are seeing success with employer branding on LinkedIn, which provides more tangible guidance based on these notes.

LinkedIn Brand to Demand Employer Branding guide

It’s a handy, quick overview, which could help to get you thinking about not only being more proactive with your employer branding efforts, but also, how you can implement such within a broader digital outreach strategy.

The real key, of course, is transparency, and highlighting the benefits of being a part of your brand journey. For that, you need to have a healthy internal brand culture as well, so that your current employees are happy to advocate on your behalf – and if you do have that, it is definitely worth promoting and showcasing via social media to attract better, more suited candidates.

LinkedIn’s guide could help to provide some pointers on this. It’s short, and free. Worth checking out for some inspiration.

You can download LinkedIn’s ‘Brand to Demand’ Employer Branding Guide här.

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LinkedIn tillkännager utökad utrullning av nytt "Focused Inbox"-format för InMail

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LinkedIn Announces Expanded Roll-Out of New ‘Focused Inbox’ Format for InMail

You may have noticed a change to your LinkedIn messaging tab this week.

Today, LinkedIn has bekräftad that its new ‘Focused Inbox’ format, which re-routes less valuable messages into an ‘Other’ tab in your LinkedIn message stream, is being rolled out to all users in the app.

Initially announced by LinkedIn back in September, Focused Inbox provides you with two separate InMail tabs – ’Focused’ and ‘Other’. In this context, ‘Other’ could just as easily be labeled ‘Spam’ – but the purpose, essentially, is to filter out the junk, and highlight the most important outreach in the app.

Som förklarat av LinkedIn Product Manager Deepan Mehta:

"We’ve heard from many of you that you want a better way to organize your LinkedIn inbox. So I’m excited to share that we’re now rolling out a new and improved LinkedIn messaging experience to make it easier for our members around the globe to find and respond to the messages that matter most. Focused Inbox offers a dual-tabbed experience that categorizes your incoming messages into “Focused” and “Other.” Focused contains the most relevant new opportunities and outreach, while Other contains the remainder of your conversations.”

Mehta also notes that ‘conversations’ on LinkedIn are up nearly 20% year-over-year, with many people increasingly turning to messaging to connect and engage with each other in the app.

‘Conversations’ is a bit vague, but LinkedIn’s generally pretty unclear with its engagement stats. As a reminder, LinkedIn has reported ‘record levels’ of engagement pretty much every quarter since 2018, shortly after Microsoft acquired the professional networking app.

Microsoft is actually the originator of the new Focused Inbox approach, with the functionality originally launched for Outlook, before making its way to LinkedIn.

How much it improves the experience will come down, mostly, to how many messages you receive – though it’ll be interesting to note where LinkedIn’s paid InMails end up.

You would assume that LinkedIn will still be pushing paid promos into your main inbox, though a promotion from LinkedIn got filtered into my ‘Other’ folder this week. Just one aspect to note.

Mehta says that LinkedIn is gradually rolling out Focused Inbox to all members globally, so if you don’t have it yet, you will soon.

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