LinkedIn activity is increasing
Activity on LinkedIn is increasing. LinkedIn users and companies regularly share content via the business network. Marcel Molenaar, Head of LinkedIn Marketing Solutions Benelux:
“With the increasing use of social media, more and more companies are realizing that a large part of the purchasing decision takes place outside their field of vision. Customers form an opinion about the reputation of a company, their staff and the products and services they offer via various channels. For this reason, content marketing has become an important spearhead and LinkedIn is the platform to effectively reach, inspire and influence the target group within a professional context.”
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Relevant and specific content
And that content is precisely where the challenge and opportunity for Dutch brands lies. Relevant and specific content and good content management are key on LinkedIn. LinkedIn members are specifically looking for knowledge, experiences and developments in their sector or field. However, the LinkedIn Monitor shows that only 30% regularly posts relevant content and only 27% ensures a good mix of standard updates, polls, videos and slideshares. In addition, there is too little dialogue with the customer based on the content. 79% of Dutch company pages therefore 'get stuck' at fifty or fewer followers.
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Collaboration between HR and marketing for optimal results
The company page is still mainly the domain of the HR department (59% of company pages) and mainly careers and vacancies are posted there. While it is precisely the mix of content from different departments that leads to the most optimal results.
The ANWB uses LinkedIn for both HR and marketing purposes. “LinkedIn was always a bit of a forgotten child within social media. We tried to fix that at the end of last year. And with success.”, says Paul van Haastert, social media marketer at ANWB.
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become an important third pillar of the social media strategy fo belgium mobile phone number list r ANWB. We are currently even seeing that LinkedIn has a greater organic reach than Facebook, for example. In 2014, the spearheads are mainly focused on HR and employer branding. Especially within recruitment, we as an organization will rely more heavily on our presence on LinkedIn. But the role in corporate communication and communication towards the business market should certainly not be underestimated in the coming year.”
Top 10 x 3!
In the second Monitor we present not one, but three Top 10 lists of Dutch companies. One top list based on the number of followers (the largest company page), one based on absolute growth and finally one based on growth percentage. At the top of the first top list is ABN AMRO, the bank is still 'the largest' with 100,000+ followers. The reach of Rabobank has also grown enormously, based on absolute growth (+22,400) Rabobank has even surpassed ABN AMRO.
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Boy Sleddering, social media manager at Rabobank: “LinkedIn has been one of the most important social media channels for us for some time now and has become even more important in 2013. We can address a very specific audience and have adapted our content accordingly. In addition to the usual recruitment activities, we also focus on entrepreneurs and our own employees. As a bank, we are strongly locally rooted in the many physical networks and we are where our customers are. Via LinkedIn, we are also becoming increasingly active in digital networks together with customers.”