LinkedIn remains the number one B2B social network with over 467 million members active on it (in the third quarter of 2016). It is an important site for individuals looking for a career change or progression and also for brands looking to promote their skills and services to like-minded professionals.
Some of the key changes are:
- Updated layout
LinkedIn is currently rolling out an updated layout for “company pages”, with a much cleaner look and feel. The top of the page has been split into three key sections, Overview, Jobs and Life, making it easier to navigate. The Overview section allows companies to include details about themselves, but on the downside it means users clicking through to this tab and scrolling down the page to find the information rather than it being available as soon as they go to the page. The Jobs section has been simplified making it much easier for companies to promote opportunities and for users to navigate relevant job opportunities. The Life section allows companies to include a video right at the top of the page and showcase the culture of the company in a snapshot of their world. A great way of personalising this platform for businesses.
- More targeted endorsements feature
The endorsements feature allows users to endorse their connections’ skills. LinkedIn has said that users with at least five skills listed on their profiles receive up to 17 times more profile views. Now LinkedIn says it will show featured endorsements on a user’s profile, based on the viewer’s own connections and other factors. Specifically, when someone visits a user’s profile, they’ll see featured endorsements made by mutual connections, colleagues and “people who are knowledgeable about the skill.” This means the right connections are much more likely to validate you for the skills that you want to be recognized for. Tip: check your skills are listed in order of the strengths you want to highlight and LinkedIn will do the rest by targeting suggestions for those top skills. These new endorsement features are now rolling out on LinkedIn mobile application for users around the world, and are coming soon to desktop.
- Different messaging system
LinkedIn recently improved the messaging experience to make it easier for individuals to have professional conversations with other users. Messaging now offers a more lightweight, casual way to start a conversation, reach out for advice, respond to opportunities, or simply stay in touch with your network. Your LinkedIn inbox will now be organised around the people that matter the most to you, which means you’ll be able to easily reference the last conversation you had right within the thread. Enhanced push and email notifications also make it easier for you to stay on top of the conversations that are most relevant and important to you. In addition to being able to attach photos and documents to your messages, you can also add stickers, emojis and GIFs to insert a little extra personality into your conversations.
- New group experience
Groups on LinkedIn have also undergone a facelift making them more user-friendly and aesthetically pleasing. Posts can now be customised with images and direct mentions of other group members. The downside is you can no longer message group members as a way to get around using InMail. However, this does mean less clutter in the form of spam and promotional content within the groups you participate in. A conversation can be more valuable when it’s shared within a trusted space, so group conversations will now only be visible to group members. To bring new voices to the table, group members can invite members of their network to join in the conversation.
- Autoplay videos
In line with Facebook, LinkedIn have introduced autoplay videos. If you’re trying to develop your personal brand, you need to leverage modern marketing techniques to grow your audience and spread your message on LinkedIn. Ask any marketing professional and they will probably agree that video is currently the most powerful tool for online marketing. It seems everyone loves to watch videos online; even busy professionals! In fact, recent statistics have shown that 75% of business executives watch at least one work-related video each week, and 54% of senior executives share at least one work-related video with colleagues every week. Plus, eight out of ten millennials reference videos when researching a product or service. With an autoplay video, you can expect engagement to increase dramatically. As a result, your personal brand will gain additional exposure that hopefully leads to new opportunities.
In conclusion, it’s important to keep on top of key social media changes. But it can be difficult in such fast-moving times. That’s why we aim to keep you as up to date as possible! For more information, please contact the team on 01904 863511.