While looking closer into the social media presence of the largest Finnish companies, it struck me as quite interesting, that LinkedIn is a channel where most companies are present (something like 97%), but at the same time a channel where only a handful actually have created any other kind of presence than a short company description. Some of the companies that have done a bit more than that are Fortum, Kone, and Konecranes, who have added separate tabs/pages with content related to careers (employer branding, interviews with employees, videos etc), and their products and services.
LinkedIn has approximately the same amount of users as Twitter in Finland at the moment (Source: Socialbakers and an estimation based on google hits), but with quite different demographics, as anyone using both probably knows. Twitter can be used for a multitude of purposes with communication in the center, while LinkedIn is work-related and for many users, quite static (this has changed recently as more users are posting content from e.g. Twitter on their LinkedIn feeds).
What are the possibilities that aren’t being used, then? Well, for instance the following:
LinkedIn as a sales tool
Being able to find leads, and finding out more about them, their networks, interests and past experience is crucial. The more advanced and innovative CRM systems (Such as Nimble) can automatically import LinkedIn users into the sales management charts, and utilize all of the information available there. Although this sounds self evident for most of us who have stalk…sorry, checked up on old colleagues, friends, and random acquaintances using LinkedIn, this is not the case in most B2B sales organizations.
Screenshot from Nimble.com
LinkedIn as a customer service tool
Connecting with your network members and enabling your network members to connect with each other can add value to especially complex products and services (typically in a B2B setting). LinkedIn groups can be used for posting questions, facilitating crowdsourcing of wisdom and experiences, customer feedback and improvement suggestions. As a company, you can either invite your customers and/or stakeholders into a group that you are facilitating, or you can participate in the discussions in a group hosted by someone else. As you will notice when diving deeper into the groups on LinkedIn, they are very much focused on solving problems. Now you probably would like to be there solving some of the problems your clients or potential clients might be venting out in the public!
LinkedIn for recruiting
Simply utilizing the fact that members on LinkedIn in general are interested in developing their career, in one way or another. Getting the basics right includes making sure that it is easy to find your LinkedIn page, easy to find information about open positions and preferably making it easy to apply. Elisa manages to get the latter part right, by enabling Facebook users to submit their LinkedIn profile through their Facebook page. But on their Company-page on LinkedIn, this is not mentioned as an option. (They also have a LinkedIn user (read: Person, not company) called Elisa Recruitment on LinkedIn with some relevant information, mainly directing interested job seekers to their website.
Using LinkedIn for recruitment is one of the social media use areas with the most concrete and evident ROI – as you can decrease your use of headhunters and are able to contact passive job seekers by yourself. Some of LinkedIn’s own success stories of how they have been able to save money for their business clients can be found here .
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Are there any superb users of LinkedIn in Finland that you would like to share? Please leave a note in the comments!