LinkedIn trendsNew LinkedIn user stats show the UK is the fourth most connected country in the world, with an average of 144 connections per user, behind the UAE (211), Netherlands (188) and Singapore (152). However, London places top of the pile for most connected cities, with an average of 307 connections. Amsterdam (288), San Francisco (241), Jakarta (225) and Milan (221) block out the rest of the top five. So, as a nation clearly enamoured by the social media platform, what do users find particularly valuable. Gordon Beattie, president of The Creative Communications Group, believes the Premium subscription fee is “worth every penny”. “Linkedin makes it easy for our recruitment team to identify and connect with top talent. It’s saved us a fortune in head hunter recruitment fees. It also makes it simple to stay in touch with friends, associates, clients and prospects.” However, he did add his frustrations with the continued work anniversary notifications that plague members. “They are irritating and should be scrapped,” he said. Emma Cox, a business growth strategist, has over 2000 connections and thinks LinkedIn gives her access to a network unachievable otherwise.” I am a Premium user, but I would only recommend paying if you are sure you are going to actively use it as a tool to grow your business and set some measurable goals for what you want to achieve,” she added. “There’s no viable alternative to LinkedIn currently. so I will stay with it.” Weaving is not a paid-up member of LinkedIn, as she hasn’t felt a need to upgrade, but does feel that less posts about “what others like” would be preferential – so that space for updates from the people she is connected to can be made. She’d also like to be able to edit company page posts, as right now users have to delete and re-post. As with any marketing, sales or recruitment investment, putting together a plan for what you want to achieve and how that will be carried out is critical. Rosa Guzman, director at Curated Digital, said her company uses LinkedIn in three distinct ways. “First it is a platform where we run campaigns for our clients and for ourselves. LinkedIn is great when you want to reach your audience – you can target based on different criteria such as job title, groups, etc or ABM. As a company we also use it to attract new talent by posting our job vacancies. Lastly, we use LinkedIn to network by connecting with current and potential clients.” David Jones, communications manager at Alphabet, finds the platform very useful for his work and had some interesting insights and advice for businesses. “As a communication tool, it is an effective and easy way to steadily build brand awareness and engage with customers, suppliers and employees. We use the platform to celebrate the successes of the business, share content that our followers might find interesting and educate the industry about critical issues that might affect their business. “However, LinkedIn needs to be used in the correct way. It is a business medium and therefore content should be appropriate for this audience, especially when you’re looking to engage with senior- level people. Far too often we see companies treating it like Facebook, with a tone that doesn’t fit with the audience they’re trying to communicate with, and this can be detrimental to how people view your organisation.” However you use it, and whatever you feel about recruitment spam or Facebook-type posts, moving beyond the 500m user mark shows LinkedIn has put together a significant community.
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