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In 2017, the number of active users of Singaporean LinkedIn amounted to 20% and is still growing *. Currently, the portal is developing its possibilities and is becoming almost as popular with us as other social media channels. Many people value LinkedIn for the possibility of establishing direct business contacts, a small amount of advertising, and interesting, industry-specific content. It is worth considering whether an account on this website can benefit our company and whether our customers are already here. If you are considering setting up a company account for your brand, check its possibilities first.
Imposed limit on the number of characters in posts
The text published on the company profile as an update is limited to 1,300 characters. If they are exceeded, the entry cannot be made available. So updates should be concise and concise. However, we live in a world where many people don’t delve into the content by reading the headlines. Therefore, the most important information you want to convey to your audience should be in the first 200 characters. It depends on them whether the recipient clicks the “see more” button. However, considering the business nature of posts on LinkedIn, it is worth using the character limit to best convey your conclusions and point of view on a given topic. The expert opinion may be concise, but not all topics can be presented in this way.
We cannot observe all of them
On the company account on LinkedIn, we have access to profile statistics and information about how many people follow our company. Still, we do not know who exactly these people are. LinkedIn does not provide such data in the Singaporean version. This may be because, as a business account, we cannot follow other business profiles. Therefore, our company is watched only by private persons. There is also no separate “board” for the company account.
Favoring private profiles
LinkedIn focuses on private profiles and constantly introduces new products and amenities for them. Company profiles are still missing:
- Portfolio places (only in Kultura corporate company)
- Places for icons of other social media profiles
- Places for recommendations
Of course, there is a place called “Company culture” where we can put more information about the company, and the subpage itself serves better to understand the brand in the context of recruitment. A clever entrepreneur will weave the company’s history here and present it with the help of various forms, not only text. Of course, the “Corporate Culture” should contain a description of the activity and photos and videos. A good solution is to separate a large space for links to employees’ texts published on LinkedIn Publishing.
Inspirational employee solutions
But what are the possibilities of LinkedIn? One of them is tracking the activities of other companies. Thanks to their activity on the company profile, we can learn about what facilities employees have worked in other companies. As an employer, many of the ideas introduced in these workplaces, especially those that have proved successful, can inspire you. However, it is worth putting strength into intentions – the fact that the competition has moved the office outside the city to enjoy the charms of nature does not mean that your employees like to commute several dozen kilometers to work.
Effective promotion of valuable content
LinkedIn is also a good place to promote valuable content from your industry. One of such places is, of course, LinkedIn Publishing, available on a private profile, but on a company profile, we have the SlideShare tool to use. We can post presentations on any topic there, taking care of the content and usefulness of the content. Let us publish presentations that exhaust the topic on a small number of slides. A good idea is the so-called recycling of content. We use the already created materials on a given topic, dressing them in a more accessible form, for example, graphic.
Taking care of high-quality content and adapting it to SEO will bring benefits in higher search results for your website on Google. So let’s take advantage of this form of knowledge sharing since it offers so many real benefits.
LinkedIn is a portal where your employees can talk about professional matters and set up a group where they will share their knowledge and follow industry news. Perhaps, over time, you will be joined by people from outside the company but from the same industry. Thanks to this, you will create a place to exchange experiences and ideas and use other people’s opinions.
Perfectly targeted ad
Regardless of what type of LinkedIn ad you choose, its biggest advantage is reaching the group of people you choose. You can target an advertisement to a wider audience than just people who will reach your company profile, thanks to organic reach. Regardless of the industry to which you address your entries – thanks to the advertisement, they will reach a specific user who is difficult to find in other social media channels. In addition, there is a good chance that your competitor’s ad is not here yet.
Are there any downsides to advertising on LinkedIn? They are, among others, a small target group, relatively high costs, and a long waiting time for accepting the advertisement. So it’s worth considering whether the group to which you target your products is definitely actively using LinkedIn.
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