Building a relevant LinkedIn network: Here’s how it works.

In this LinkedIn guide, we share tips and tricks on how companies can position themselves as industry experts and attract new followers. Careful targeting is essential for reaching your desired audience.

Successful 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 as a result. The challenge lies in cutting through the flood of information and truly reaching the target audience. Alongside paid content, LinkedIn offers businesses a range of 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 where the company comprises multiple brands. This allows a company to provide tailored content to different target audiences and cover a range of 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 company structure changes.

Reaching relevant feeds through explicit targeting

Once a company has 300 or more followers, it can target specific audiences with its posts. You can select criteria such as language, location, job title, university, sector, company size and career level. This segmentation makes sense, for example, when you want to address followers in different countries in their respective native languages, or when posts about a trade fair appearance are aimed at 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 staff members engage with groups. Furthermore, LinkedIn is developing features for events. This will enable companies in future to identify accounts with relevant interests and attract them as followers.
We’d be delighted to work with you to develop the right LinkedIn strategy to meet your objectives.

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