How should non-profit organizations use LinkedIn's corporate pages

What you need to know about LinkedIn

1. What is LinkedIn?

LinkedIn is a social network for business contacts. The aim is for entrepreneurs and employees to network and for existing contacts to be cultivated. LinkedIn can be used both nationally and internationally.
It is part of the social media complex, which is why it is ideal for social media marketing in the B2B area.

2. How many users does LinkedIn have?

Worldwide more than 660 million in over 200 countries.
Across Europe, over 206 million people use it, in the DACH region it is over 14 million.

3. What functions does LinkedIn have?

All functions marked with an * are generally chargeable.

Profile: 
Presentation of oneself by:
• Profile photo and banner
• Info (short description)
• Information on career, knowledge, honorary positions, qualifications and awards (such as publications, exams, awards, etc.)
• Linguistic proficiency
• Possibility of storing your own profile in other languages

Your network:
Add contacts and categorize them into LinkedIn contacts, colleagues, company pages, and people you follow

News:
both private messages and group discussions

Post:
Posts (small status messages) and articles (blog posts)

Feed:
After specifying interests (hashtags), appropriate news (posts, articles, advertisements, etc.) are displayed on the home page

Job Market:
Find jobs and direct application opportunities

Groups:
Find and join interest groups, exchange information, network, etc.

Company Pages:
Present companies, share content

*LinkedIn Learning:
Training courses

LinkedIn Salary:
Comparison of the average salaries, depending on the position and region

LinkedIn slideshows:
Publishing and accessing presentations, infographics, reports, documents, etc.

*LinkedIn Jobs:
Create and advertise job advertisements, applicant management via dashboard

*LinkedIn Talent Solutions:
Analysis tool - which competitor posts which applicant profile? Which talents are relevant for your own industry in the future? Which places are suitable for potential locations?

LinkedIn ProFinder:
Find suitable freelancers for different projects, compare their offers and book them

LinkedIn Elevate:
Sharing of company content by employees

*LinkedIn Marketing Solutions:
Tool for LinkedIn Ads

LinkedIn Live:
Live streaming for members and companies, streamers must first apply to LinkedIn before they can go live

LinkedIn Events:
Ability to create events, share and invite contacts.

*LinkedIn Sales Navigator:
A system of different functions, mainly for sales and customer relationship managers, to build and deepen relationships with potential customers. The Sales Navigator should help to select the right target persons, to stay informed about them and to contact them ideally.

Official LinkedIn Blog:
News about the platform itself, tips and tricks

4. What is LinkedIn Premium and how much does it cost?

LinkedIn Premium Essentials costs € 10 with a monthly subscription or € 99 with an annual subscription.
With Premium you can send 5 messages per month to a person who you have not saved as a contact. In addition, not only the last 5, but all profile visitors are visible. LinkedIn also advertises premium with the function that you can compare yourself with other applicants and are shown in applicant lists in front of non-premium members.

LinkedIn promises that with Premium there will be 2 times more profile visits and messages from recruiters and that the chance of getting the job with an application will be doubled.

The rule of thumb is: Premium is particularly worthwhile for those who use their profile for at least one hour a day. For so-called sleeper profiles, i.e. people who only log in now and then to see what's new or want to maintain a few contacts, the basic version is completely sufficient.

5. What do I have to look out for in the profile information?

It is important that they are complete, especially the background. Many sites give the tip that users should only select relevant positions - but depending on the current position and interesting jobs and also per recruiter, the ideas and expectations of what exactly is relevant change. If a practical experience has resulted in any kind of personal development, it is relevant enough to be listed. Carry out the largest stations as far as possible: Which areas of responsibility were there, which position was held?

Honorary positions can arouse the interest of recruiters, (language) knowledge and skills not only provide information about what you can do, but also what you find relevant in terms of your own skills. Also: how creative you are. If creativity, flexibility and the ability to work in a team are listed there, then you don't stand out from the crowd.
If there are already publications etc., it is worth uploading them as well. This gives recruiters a direct look at work samples if they are interested.

6. How can I link my LinkedIn profile?

Classically, of course, via the URL of the profile.
Otherwise, LinkedIn also offers the option of implementing a badge on a page. A badge is a feature, like a window, where name, profile picture, position and a button for the profile are built-in.
The option for this can be found under “Edit public profile & URL” and at the bottom “Badge for public profile”. You can copy the HTML codes there, both for badges for the main container and for the sidebar.

This is what it looks like:

7. What is LinkedIn Learning?

LinkedIn Learning is a platform for advanced training courses on various topics, from software operation (Excel basic courses, creating Word form letters), to management courses (agile project management) or things like body language for executives.
The courses consist of video content, transcripts and exercise files.

8. What content should I share on LinkedIn?

Since LinkedIn, as already said, is career-oriented, content in this direction is of course suitable. Companies can make a name for themselves there, journalists share their articles there, private individuals take part in discussions, and everyone can blog.

As with any platform, posts and articles that contain not only text, but also images, videos, etc. generally perform better.

9. XING vs. LinkedIn

XING is a Hamburg company and a more national network. LinkedIn is also internationally oriented.
LinkedIn is used a lot by employees in companies, while freelancers are more likely to be found on XING. Currently, even more vacancies are advertised on XING in Germany (257,000 in 2019) than on LinkedIn (74,000 in 2019). The job postings for executives are more likely to be found on LinkedIn. On both platforms, however, users will find little or no job advertisements for apprentices and young professionals.
In this country there is no clear recommendation which network is better. LinkedIn is on the advance everywhere, but XING is still persistent in Germany and is still used a lot here. However, XING and LinkedIn can both be important for companies.

10. What is LinkedIn not good for?

Generate Direct Sales! Direct sales inquiries are often classified as spam and aggressive sales messages, for example in the contact request and in the comments, seem unprofessional and offend the user.

The network is primarily career-oriented. Vacation photos and the like don't really have a right to exist.

11. What is LinkedIn for Nonprofits?

LinkedIn for Nonprofits is a program for nonprofits.
LinkedIn offers them a discount of up to 50% on main products in the areas of talent, learning, fundraising and marketing solutions.
Each organization is supervised by a consultant who supports them in making full use of the individual tools and functions. It also works with the LinkedIn Social Impact Team to suggest and make relevant programs and courses available to the organization and its members.

12. What can you use the company pages for?

The company pages are used to present your company, share content and news and inform potential applicants.
On the company page, users can also find all the jobs and employees who have networked with their employer on LinkedIn. Users can also see which advertisements this company has placed / has placed.
In the “About Us” tab, the basic data can be stored - locations, contacts, website, industry, etc. There is also the option of creating your own tab for the corporate culture and presenting values ​​and visions in the media.
As on personal pages, a wide variety of content can be uploaded - videos, text contributions, photos, etc. LinkedIn can therefore be used well for your own content marketing!