Effective targeting on LinkedIn

How companies reach their target audience on the professional network

The career network LinkedIn already has over 13 million users in the DACH region. Thanks to its many opportunities for interaction, this ‘Facebook for business’ offers exciting potential, particularly for companies. From an employer branding perspective, LinkedIn is ideal for engaging with potential employees. Furthermore, by engaging with industry topics, companies can boost their brand growth through word-of-mouth and even generate leads. The challenge lies in cutting through the flood of information and truly reaching the target audience. In addition to paid content, LinkedIn offers companies various free options for reaching the right followers and contacts.

One company, multiple stakeholders: Showcase Pages enable targeted engagement

With Showcase Pages, companies can create sub-pages, for example for different business divisions, or if the company owns multiple brands. This allows a company to provide different target groups with tailored content and address various topics. Showcase Pages are also suitable for branches in different countries, event series or long-term initiatives. So-called affiliated Pages work in a similar way. Here, LinkedIn Support links two pages together, which may be necessary, for example, following a takeover or the merger of two companies. This ensures that no followers are lost when the corporate structure changes.

Reaching relevant feeds with explicit targeting

Once a company has 300 followers, it can target posts to specific audiences. Criteria such as language, location, job title, university, industry, company size and career level can be selected. This segmentation makes sense, for example, when followers in different countries need to be addressed in their native language, or when posts about a trade fair appearance target people in the vicinity.

Networking, networking, networking: groups and events offer further opportunities to connect

Like any social network, LinkedIn thrives on interaction between accounts. Networking doesn’t just take place in the traditional feed. Groups and events are popular formats for exchanging ideas and identifying people with similar interests. Companies can create their own groups on specialist topics and offer valuable content within them. An additional benefit arises when the CEO or other company employees engage in groups. Furthermore, LinkedIn is developing features for events. This will enable companies to identify accounts with relevant interests and gain them as followers in future. We would
be happy to work with you to develop the right LinkedIn strategy for your goals.

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