LinkedIn has always held a special place in the hearts of B2B marketers and the 2023 forecast predicted continued favouritism, particularly as the platform begins to introduce features to bring itself inline with industry trends.
During the last few weeks, the platform has released four new updates to help business pages level up their marketing efforts on the platform. But what are they and what do they mean for you?
Native post scheduling
Say goodbye to social schedulers…providing you don’t need to plan further than three months in advance.
LinkedIn started to roll-out post-scheduling capabilities back in November, but only for individual users. The latest update to this feature allows page administrators to scheduled posts up to three months in advance.
The benefits? The feature reduces the reliance on third-party scheduling tools which can be costly, but also opens up the opportunity for scheduling for businesses for whom find third-party tools are out of their budget.
The negatives? Posts must be scheduled at least one hour into the future and cannot be scheduled further than three months into the future (but really, who’s that organised?).
For us, this is the biggest take-away from the recent flurry of feature introductions to the platform – and it’s long overdue.
‘Audio Events’
Similarly to other interactive podcast features, i.e., Twitter Spaces and Clubhouse, LinkedIn has launched an audio-only feature, named ‘Audio Events’. The feature launched in a limited beta testing capacity last year, but is now available as a full-fledged feature,
Audio Events can be hosted by an individual user or an organisation, but to qualify, hosts must have over 150 followers and/or connections, as well as a history of abiding by LinkedIn’s community policies. The option to create an audio event will appear in your menu should you meet the criteria.
These events are public, so any LinkedIn user can view details and RSVP ahead of time. Once live, any participant can raise their hand for an opportunity to speak.
Auto-post available positions
LinkedIn continues to dominate company recruitment providing a strong platform for recruiters and hiring managers to connect with potential candidates – and it just got easier, providing your business has fewer than 1,000 employees.
Administrators can now choose to have all new job listings auto-posted to a LinkedIn page. Once toggled to on, the platform will share one open role per day to your page. If the role is filled and the job deleted, any linked page posts will be automatically deleted too.
Pages can follow pages
While individual LinkedIn users have been able to follow organisations for quite some time, the same can’t be said for organisations – until now.
The platform now enables pages to follow other pages, allowing page admins to keep track of trending conversations, easily engage in industry discussions and distinguish brand voice by curating a feed view dedicated to content from the pages you follow.