The Different Faces of LinkedIn

Marius Greeff
Founder & Director of Turn Left Media

How big is LinkedIn?

There are about 7.5m people on LinkedIn in SA, 35m in Africa. Founded in 2004, about the same time as Facebook.

It’s always been about socializing your professional network. LinkedIn has always been known for people actively looking for jobs. Only 28% of people are looking for new opportunities. In the last 6-7 years LinkedIn has invested heavily on marketing the platform & Content. Over 9bn pieces of content are being shared weekly. CNBC Africa is the biggest brand on LinkedIn in SA, sharing newsworthy content. We have seen this adoption being carried to the member growth. People that are employed, educated, economically active who are using the platform. People who are managing their professional & personal brand on LinkedIn. Google yourself and LinkedIn will be the 1st place you will find yourself.

4 Big Divisions within LinkedIn

  1. Talent Solutions: Connecting Employers & Employees. People are looking for opportunities. 2nd most used source for information on your potential employer. For business, it is about establishing themselves as an employer of choice and building up a pipeline of potential employees.
  2. Marketing Solutions: Connecting Brands to People. In B2B decision-making, brands need to build the trust and salience with consumers. Brands use the platform to position themselves as thought-leaders.
  3. Sales Solutions: Helping sales teams to solutions. Sales teams have an average of about 150 connections. Use the network effect to build up the opportunity. 
  4. LinkedIn Learning: It’s a tool provides you with short snack-able training content. It’s broken up into 25 segments of videos. Allows people to up-skill themselves. Paid for tool. Can buy this as part of a premium subscription. It works well if you need to develop training paths for your staff.

What value does LinkedIn drive?

Separating LinkedIn from other social channels. 3 areas of value:
  1. Mindset of the audience LinkedIn can provide to brands. Use LinkedIn to be educated. Connect to a colleague, client or peer-set. Looking for content and brands. Go to LinkedIn with a business mindset.
  2. It’s a trusted environment – “I think about the conversations I have”
  3. Targeting – sets LinkedIn apart. Personal data is refreshed and current. The information is of a high quality and this data is married with intent data.
Is LinkedIn an expensive platform from a media perspective?

LinkedIn is not the cheapest platform for the following reasons: Mindset, Behaviour and Targeting is a Differentiator

  1. We compare it to other social media platforms and this is not the case.
  2. Content vs Context – Joshua Bell violinist example. There is a more attentive audience on LinkedIn. If you are producing content for other platforms, start by replicating the content on LinkedIn. Who are engaging with your content? Customize over time.

New media products:

Conversational Ads: Absa was the first brand on the continent to get the alpha test. Working closely with the brand and the product teams. There is the ability for brands to send one to one ads to people. Conversational ads are a sequential messaging service. You can invite people to an event. You can then create planned responses. 35% increase year-on-year for messaging on platform.

What should brands consider when playing on LinkedIn?
  1. Think about what you can do organically before paid. Make sure you get the fundamentals right. Share content to that page. Once people follow you, they want you to speak to them around 3-4 times a week. You don’t know when people are going to be looking for your business.
  2. Think about the other brand assets you have on the platform. Make sure you empower your employees. Help employees understand your social media policy.
  3. Thought Leaderships help your brands stand out. Help internal thought leaders stand out. Humanize the Brand. Amplify people.
  4. Finally, how do you amplify that through paid media? 
Get started and build on from there! LinkedIn is a business that had to learn how to become social. Dive in, try, fail and see what works.
LinkedIn is built for professional conversations.

Thank you