3 Ways Challenger Brands Should Advertise on LinkedIn

Do you know why 77% of all jobs are posted to LinkedIn? Ever wonder why 97% of HR/Staffing professionals use the social networking site, and 48% of recruiters post to LinkedIn exclusively?

It’s because of the site’s massive reach. There are currently over 220 million LinkedIn users, and most of those users are highly educated professionals that are actively interested in career development. Further, 61% are business professionals, 79% are over 35 years in age and 93% are college graduates. That equates to a very large pool of top-notch job candidates and high-spending customers.

LinkedIn has enormous potential for Challenger Brands interested in recruiting and online marketing. Once you create an optimized LinkedIn company page, you can target top talent and potential customers through LinkedIn Advertising. There are a few different ways to take advantage of the LinkedIn advertising platform:

  • Sponsored Updates – Company updates are shown to your followers, but sponsored updates can reach anyone and everyone. More importantly, they can reach a very specific group of someones. By specifying location, company size, industry, job function, or seniority, Challenger Brands can hone in on exactly the kind of audience they want to reach and deliver a targeted message. These ads have the same format as a company update, with your logo, a headline and a featured link or other rich media. And they are viewable across all platforms, so those with smart phones or tablets will see your ad, too.
  • Display Ads – Unlike other social media sites, LinkedIn only serves two banner ads on a page at a time. This exclusivity guarantees a premium spot above the fold and the ad won’t be lost in a sea of competing banners. They also let companies use their own creative, so you won’t be bound to one standard format. More good news, all the same targeting functions from Sponsored Updates apply here as well.
  • Sponsored InMail – These ads are hand delivered to a user’s LinkedIn inbox. Because each user can only receive one Sponsored InMail every 60 days, there is a very high chance your message will be read and it prevents other advertisers from contacting members within that timeframe. Capabilities go beyond text – you can add a personalized greeting, a call-to-action button, company page widgets and a share button to amplify the message even more. And, once again, all previously mentioned targeting options are at your fingertips.

As for credibility, according to Nielsen, members are twice as confident in the information found on LinkedIn than any other social networking site. So, if you want highly educated, career-minded individuals to view your company as legitimate, knowledgeable and trustworthy, LinkedIn Advertising is the way to go.

For more facts and figures, view the full infographic by clicking on the image below.

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