LinkedIn Updates and Changes | How the conversation around Company pages has Moved on | Upcoming Events and more

In this month’s newsletter:

?? New LinkedIn features

?? Opinion – The new conversation around LinkedIn company pages

?? Our most popular recent posts?

?? Recent and upcoming events

Latest LinkedIn New Features and Updates

?? Messaging comes to multi-admin company pages

Single admin pages have had a messaging facility for some time, now it's being rolled out to multi-admin pages. Incoming messages can only come from page followers and messages cannot be initiated by page admins, only responded to. An Inbox now sits in the left rail of the admin view and alerts admins to new messages.

?? A better way to use your network when looking for a job

An Actively hiring tab has been added to Search which when combined with a company name and 1st degree connections can help you find who you know works at organisations currently looking for staff.

?? Featured section added to company pages

Long missing from pages has been the ability to feature content visually as we have on our profiles. This is now being rectified starting with the facility to feature 3 posts previously published on our page. Future iterations will likely include other media and an increase in number of featured items.

?? Learn how many other applicants are after the same job as you

Number of applicants has been?added to the Job Posting Top card with real time applicant numbers up to 50.

?? ID verification?expansion

Australia and Brazil?have been added to the tiny list of countries already offering the verified profile badge. Persona is the vehicle offered for this. Two other ways to achieve a verified profile are through an email address associated with an educational institution, and through an educational institution that has given you a LinkedIn Learning license.

?? X/Twitter removed from LinkedIn

Elon’s Musk’s intention to create a competitor to LinkedIn looks to have caused LinkedIn to disengage itself from X. Only Microsoft is now listed in Settings & Privacy / Account preferences / Partners & services and the Anyone + Twitter option has been removed from Post settings.

?? 3 abolitions slated for December

When LinkedIn abolished the ability to upload new profile videos, it said those already in place would remain. What it didn’t add was ‘for just six months’. All profile videos will be taken down in mid-December. At the same time it is removing posts created using its multi-media carousel feature that was never rolled out to more than a handful of creators. And as if all this wasn’t enough abolition for one month, LinkedIn is also celebrating Christmas by deactivating the live links we added to images and video created using the app and which were discontinued in June.

?? Articles update

Instagram photos and tweets can now be embedded into articles as can gifs under 500 frames and less than 5Mb in size although they must be static GIF format.

?? Number of connections who will see your job posting

The Are you hiring prompt?displays how many connections will be notified if you create a Job Posting.

?? AI-powered content summaries

This uses generative AI to analyse posts, articles and comments from your feed and give you the key information as a summary. It will be a help for those who don’t want to wade through lots of content for the important takeaways. Another Premium-only feature.

?? AI-powered job seeker coach

This will?help jobseekers find the right role by saying whether a job is a good fit, how to be best positioned, interview preparation and more.?

?? Limit applied to free job posting visibility

After 10 applications have been received on the back of a free job posting the advert becomes invisible to potential candidates. The aim is have the hiring company pay for the ad.

??? Joining anniversary wishes

LinkedIn will send you a nice ‘Celebrating your LinkedIn Birthday’ email on the anniversary of your signing up to the platform.

?? More post formats added to Scheduling

There’s been a gap in the scheduling lineup since it was introduced with no ability to schedule multi-image posts or polls. Now we can. On both our personal profiles and company pages.

?? Company page prompts

When there is activity, you’ll see a prompt at the top of the page in admin view with suggested actions to take. These includes reply to a comment, respond to a page mention etc.

?? Strategic partnership delivers company page insights

NewsWhip has announced a strategic partnership with LinkedIn to provide real-time insights into trending topics on company pages. This will help those working in media to spot trending topics and for comms/PR people to jump on emerging topical trends.

?? Promoted?and?Suggested labels on posts

You may spot new labels showing up in the top left corner of posts.?Promoted?and?Suggested are the result of predictive behavioural algorithms.?Promoted posts come from LinkedIn ad campaigns & Suggested posts are those from our 2nd and 3rd degree connections that the algorithm believes will be of interest to us.

?? Content hub directory page

If you’ve found Collaborative articles a nightmare to find your way around this may help. A new Explore Collaborative articles page lists all Skills categories alphabetically and from here you can go to the articles that relate to each skill.

?? Video end screen

Now when?you reach the end of a video in a post you have the option to Repost (or like if the video is in a group), watch again or and X in the top right corner which takes you to the end of the video. Kevin D. Turner reports that this feature is likely to have been created to reduce videos endlessly looping.

?? Improved insights into and control over adverts in our feeds

When you click ...?beside an ad under Select ad to see options you are?now offered the options of Why am I seeing this ad and report this ad. The former shows you what the advertiser was targeting in your profile and gives you the options to update your profile Experience section?or?manage ads based on this parameter.

?? Select target audience for page posts

Just yesterday, our team spotted a option to target page posts to particular audiences. A version with different options has been available on posts from profiles for some time but this allows companies to create posts for specific audiences within their page.

?? ? ?? ? ?? ?

How the Company Page Conversation Has Changed

In 2021 I was casting about for an idea for a follow-up to my 2020 book Link?Ability, 4 powerful strategies to maximise your LinkedIn success. I decided it should be about LinkedIn company pages. The problem was I didn’t feel sufficiently knowledgeable or experienced to write an entire book.

Out of the blue I heard an Australian woman talking eloquently on the subject on a podcast. I requested a Zoom meeting with her, suggested the idea of collaborating on a book together and Business Gold - The Only Company Pages Book was conceived, written and published with talented co-author Michelle J Raymond .

At that time, November 2021, the conversation was around ‘why have a LinkedIn company page’. Two years and a best-seller later, the question has distinctly changed to ‘how to make best use of a LinkedIn company page’.

This plus the many changes to pages in the past two years, prompted Michelle to suggest a second edition and after a few weeks of frantic rewriting and reformatting, it has just hit the Amazon bookstore.

There’s been a bit of activity around this, as you can imagine. Michelle guested on my last audio event, I guested on her recent podcast, and we held a joint launch party courtesy of the fabulous Gillian Whitney .

On these events – and others – we’ve talked about the monumental swing there’s been in just 2 years. And what companies can do to market themselves on LinkedIn when there’s been a huge downturn in organic reach on posts and LinkedIn is overtly moving to play-to-pay.

As in the book, we’ve offered a variety of suggestions from employee advocacy to holding events. The options now available to companies have increased markedly and will likely continue to do so. In fact, here’s Michelle and I talking about another high-powered option most organisations are not making best use of.

Of course, pages still have their sceptics but so does climate change and not believing that’s not going to change the world we live in won’t make it go away. If you’re not yet on board with pages or you simply want to know what’s changed you can check out these conversations:

?? Michelle’s podcast

?? Our audio event article

?? Our launch party

?? And if you want to buy your own copy of Business Gold, you can do so here.

?? ? ?? ? ?? ?

Our recent most popular posts

Are the new Premium-only features added to LinkedIn this year enough to convince you to upgrade from a free account?

How Many Places On LinkedIn Can You Add a Call to Action?

My once-in-a-lifetime opportunity to meet Mr LinkedIn himself, Mark Williams, when he visited New Zealand on holiday this month.

7 Ways to Counter Lower Organic Reach on Posts

Are you a LinkedIn lurker?

?? ? ?? ? ?? ?

Link?Ability Events

(All upcoming event links can be found at https://linktr.ee/LynnaireJohnston as they’re loaded to LinkedIn.)

Dec 7 and Dec 21 – LinkedIn with Lynnaire Audio Events

Discussing the latest new features, a topic of the day and an opportunity for you to ask questions or share your LinkedIn experience. (The Christmas show may just be a little more party-like than usual!)

Dec 2 – LinkedIn Mastery, hosted by Roy Kowarski and co-hosted by Martin Stark , Leanne Calderwood, CMP and ILIA FRANCIS . The topic of the day will be LinkedIn analytics – how you can make best use of them to inform your own LinkedIn marketing.

Dec 14 – LinkedIn Live with host of the She’s the Boss podcast ??Jules Brooke . We’ll be discussing the role of PR on LinkedIn and how and why to use your presence on the platform to gain media exposure on LinkedIn and further afield.

You may have missed…

LinkedIn Live – Successful LinkedIn Marketing Without Breaking the Bank

?? ? ?? ? ?? ?

Looking to Up Your LinkedIn Game? Here are 5 ways we can help:

? Best-in-class profile makeovers

? Team training and upskilling on use of LinkedIn

? 1-2-1 LinkedIn mentoring

? Our tailored LinkedIn marketing programme that helps you become the go-to expert in your field

? Our Link?Ability site free for 7 days at linkability.biz

Talk to us about what interests you most. DM Lynnaire Johnston or email me at [email protected]

?? ? ?? ? ?? ?

How to get in touch with me

Connect with me at https://www.dhirubhai.net/in/lynnairejohnston/

Email Lynnaire: [email protected]