The Value of LinkedIn for Business

More than 380 million people around the world use LinkedIn, and that number is growing by the second. But it’s not the sheer number of users that makes the site a valuable tool for companies. You have to look at LinkedIn as the front door of your online persona, and you have to make sure you’re doing everything you can with this powerful tool.

Far too often, a company’s LinkedIn page sits stagnant as competitors establish a social media presence by consistently posting to a targeted audience.

“Part of the challenge is that some companies think they can leave managing the LinkedIn page to the intern and call it a day,” said Nathan Engels, senior engagement strategist at Northlich. “You need to remember this is the public face of your company, and it’s viewed by educated, affluent clients and potential new talent,” Engels added.

LinkedIn is often the first place potential employees look when deciding if your company is the right fit. If your company is awesome to work for, make sure you show that on LinkedIn.

The biggest challenge many companies face is consistently creating LinkedIn content that shows their audience just how interesting they are. At Northlich, we find new ways to show off the work we do for our clients. One way we do that is by giving a voice to the senior leadership of the companies we represent, allowing those executives to become thought leaders in their fields. 

Once you have a plan and the content to implement it, you can start to create a strategy to direct your message to a targeted audience using LinkedIn as a paid media tool.

“You can micro-target an audience because of the amount of information you have on every person who has a LinkedIn profile. If you want to talk to architects who have been with their company for at least five years and live in Argentina, you can do that through LinkedIn,” said Dan Whitmyer, associate director of strategy at Northlich.

People don’t spend as much time on LinkedIn as they do on other social media platforms like Facebook and Twitter. But the time they do spend there has a purpose. Whether they are potential new employees or clients, people go to LinkedIn to see what your company has to offer. Now ask yourself: Are you comfortable with what they will find?