LinkedIn Playbook

for Business
Your guide to getting started

Table of contents
Introduction
03
01 03
06 Why choose LinkedIn? 34
Hire: let the talent economy
propel your business
Getting started begins with you 09
14
Market: build relationships with
the world’s professionals04 20
02 Sell: engage the world’s
decision makers05 28
LinkedIn for Business | 2

01Transforming the
way companies hire,
market and sell
The world of work has changed.
The Internet has transformed how people
communicate, consume information and build
relationships.
As a result of this global phenomenon, the way the
world works is fundamentally changing:
• Professionals need to be more responsive.
They have to make faster, and better informed,
decisions in order to perform in this accelerated
business environment.
• Critical business information is fragmented across
a massive number of digital channels, including
online networking platforms.
• There is a rapid and permanent shift in how
professionals consume and share content.
Online networking sites enable individuals to connect
and share information and insights more effectively.
The future of work is in these networks.
McKinsey Global Institute
estimates suggest that by fully
implementing social technologies,
companies have an opportunity
to raise the productivity of
interaction workers—high-skill
knowledge workers, including
managers and professionals—by
20 to 25 per cent.
20% to 25%
Source: McKinsey and Company, The social economy: Unlocking value and productivity
through social technologies LinkedIn for Business | 3

01
Enter LinkedIn
There is now a single, global community of
professionals from which a wealth of new
data emerges. LinkedIn is the world’s largest
professional network on the Internet with more
than 225 million members in over 200 countries
and territories, growing at a rate of about two
new members per second. As you read this,
millions of professionals are adding information
to their profiles, sharing important insights and
connecting with each other on LinkedIn.
LinkedIn has accomplished this as a result of the
convergence of two key factors:
1. A scalable infrastructure that connects hundreds of
millions of people in milliseconds.
2. The increasing importance of online professional
brands for both individual professionals and businesses.
Professionals know that building their networks, sharing
information and finding the right experts can transform
not only their careers, but also the trajectory of their
companies. And that’s where LinkedIn is focused:
fundamentally transforming the way the world works.

01
Companies that engage on LinkedIn drive
relationships and superior results.
2x
more likely to
purchase and
recommend1
Company
Followers
4x
better vs.
Twitter and
Facebook2
B2B
Conversions
50%
more likely to
purchase from
a company
they engage
with on
LinkedIn3
Company
Presence
Relationships count
more than ever
Relationships matter. They matter online and
offline. For companies, relationships mean more
today than they ever have.
For years, LinkedIn has helped professionals
forge mutually beneficial relationships with other
professionals – thereby enabling them to build
brand equity and convert their social efforts into
new business opportunities.
Your employees are some of your organization’s
most valuable evangelists. By distributing relevant
information and news to employees, companies
can reduce the friction inherent in traditional
communication channels and subsequently
increase the likelihood that the right messages are
shared with the right audiences at the right time.
Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B
companies in 2011; LinkedIn Follower Research, 2012. LinkedIn for Business | 5

01Relationships matter,
so does context
The mindset of an individual is very different
when engaging on a personal network versus a
professional network.
Personal Networks: Users are looking for content
that gives immediate gratification such as coupons,
games or entertainment.
Professional Networks: Members want content and
information that will help them work smarter and
make better decisions.
Professionals typically engage in activities focused
on networking and searching for new opportunities.
These behaviors revolve around achievement,
happiness, goals and security.
On a professional network, members build
knowledge to strengthen their identity, making
them more purposeful and goal oriented in their
careers. In this context, people actually expect to
receive updates, information, and tools from the
companies and brands that they want to work for
or do business with. In fact, they’re 26 percent
more likely to want to hear from a company in a
professional environment.
Users have 2x more trust
in LinkedIn than in other
networks1
2x
of users keep their
professional and personal
networks separate
83%
LinkedIn reached 225M members in 2013 and is
adding approximately 6M new members per month
Sources: 1. LinkedIn Audience 360 Survey, December 2011.

01
We’re on a Mission
“To connect the world’s
professionals to make
them more productive
and successful.”
By providing professionals with the ability to build
an online identity, share insights and be accessible
everywhere, LinkedIn is helping professionals – namely
your employees – do their jobs better than ever before.
What does this mean for your business?

01
Delivering value
The functions of hiring, marketing and selling are
crucial to the success of any enterprise, large or
small.
Whether it’s finding the right talent, securing a
warm introduction to a target customer, engaging
the right professional with the right brand message
or closing the sale, the needs are the same. You
have to be able to:
• Identify the right person.
• Engage them with content that is compelling.
• Spur them to action.
LinkedIn is the definitive platform for these
activities.
LinkedIn is not only fundamentally changing how
companies find talent, but also how they market
and sell their products and services to customers.
LinkedIn’s extensive network of hundreds of
millions of professionals, and the graph of how
they’re connected to each other, is a critical
platform that companies like yours can leverage
to grow your business, increase revenues and
drive momentum.
Engage the world’s best passive talent
Hire
Engage most effectively with professionals
Market
Engage the world’s decision makers
Sell

Getting started begins with you
02

02
LinkedIn counts
executives from all 2012
Fortune 500 companies
as members
Your employees are
brand ambassadors
LinkedIn provides you with an easy way to activate
and harness your most valuable influencers
and evangelists – your employees – who are
increasingly using and relying on LinkedIn. Your
employees are your ambassadors who can provide
you with significant opportunities to showcase your
brand with potential candidates and customers.
Your employees are conduits who can help your
company virally distribute relevant and valuable
news and information to the right audiences.
Each time an employee changes their profile or
shares an update, members of their network are
notified – and you have the opportunity get your
brand messages out to key decision makers and
prospects.
But it all begins with YOU. Lead by example, and
create or complete your own LinkedIn profile.
This sets the stage for your company’s talent
ambassadors to engage on LinkedIn, where they
can showcase your company, products, and brand.

02
A complete LinkedIn
profile establishes
your professional
brand online
A rich, complete profile makes you a discoverable
brand on LinkedIn. Being discoverable on LinkedIn
makes it easier to share your expertise, cultivate
valuable relationships, gain actionable business
insights and be more professionally productive.
Today finding the right people, locating the right
information, and cultivating the right relationships
increasingly occurs online. As the world’s most
powerful professional network, LinkedIn is a
versatile online platform that can make you and
your company more competitive in an open market.
• Showcases your personal professional brand
• Helps you build your network and gain business
insights
• Organizes and secures your professional contacts
• Educates colleagues and customers about your
qualifications and credentials
• Makes it easier to communicate and collaborate
with your internal and external business contacts
As a valuable professional resource, LinkedIn:

02
Building a strong
network
Quality is more important than quantity. Your
network is an important part of your professional
identity. Deep relationships with relevant
connections will yield better results than a broad,
but shallow network of unrelated connections or
distant acquaintances. Keep your network useful
and meaningful by connecting with people you
know and trust.
It’s important to establish rapport with customers
and prospects before sending them connection
requests. Rapport helps frame your connection
requests as natural relationship building rather
than a sales tactic.
Consider how your employees are connected
on LinkedIn. What is the extent or reach of their
networks? Do they have a robust connection
density? Are others viewing their profiles? Are
your employees sharing their business insights?
Who are they connected to?
• Have closer relationships
• Provide increased knowledge flow
• Allow for faster access to valuable contacts for
business development or talent pipelining
• Collaborate more
• Have a stronger voice as brand ambassadors for
your organization
Connected employees:

02
Drive thought
leadership and
amplify your
employees’ voices
Being active on LinkedIn is important in building
your network and extending your company’s
reach. Ensuring your employees keep their
LinkedIn profiles up to date and relevant is
important, but so is the content they share since
it adds tremendous value from a corporate
branding perspective.
Content keeps employees connected and drives
engagement with their professional network,
including current and prospective customers.
Encourage your employees to talk about exciting
changes in your business, to share industry
insights and to promote the events you host,
sponsor, or attend.
Fostering a sense of community through your
Company Page, employee profiles, and LinkedIn
Groups makes strategic business sense. LinkedIn
Groups in particular are an effective way for
employees to connect with peers, collaborate with
other professionals, and engage potential customers.
Fostering a sense of community

Hire: let the talent economy
propel your business
03

03
Engage the world’s
best passive talent
Millions of skilled professionals are on LinkedIn
and 80 percent of them are passive talent –people
who are already working and aren’t proactively
looking for their next opportunity. Passive
candidates are too busy changing the world within
their current positions, so engaging with these top
professionals requires a different approach.
LinkedIn can help your recruiting team find and
retain the best talent by matching the right person
with the right opportunity. LinkedIn empowers
organizations like yours to do more with less by
unlocking the world’s largest professional network
to discover the best-fit candidates for your priority
roles and to help you build a trusted talent brand.
There’s no better way to find quality candidates
quickly and more cost-effectively.
With LinkedIn Talent Solutions, you’ll also receive
real time access to powerful data, analytic and
reporting tools to better understand how you
compare to your competitors in your recruiting
efforts.
“It’s not until someone taps a happily
employed top performer on the shoulder
with a stronger opportunity that they lift
their head up from what they’re doing on a
day-to-day basis and consider a change.”
Jim Schnyder
Global Process & Tools Lead, PepsiCo

03
Talent is essential to
organizational success
Talent is the most critical asset of any organization. It’s your corporate DNA. With LinkedIn
you can source and build relationships with top talent, even if they aren’t actively looking
for new opportunities.
LinkedIn’s flagship Recruiter product enables companies to recruit passive talent at scale
and find the ideal candidate from among LinkedIn’s over 225 million members, regardless
of whether or not they are actively looking for a new role.
With the most powerful search
functionality available on LinkedIn
Recruiter, you can expand searches
beyond your personal connections to
access the entire LinkedIn network.
Master even the toughest searches
with powerful filters that help
you immediately zero in on ideal
candidates.
Expand your reach
Contact candidates through InMail®
– LinkedIn’s trusted messaging
environment. Work more efficiently
with InMail message templates and
one-to-many InMails. Get higher
response rates than cold calling and
email.
Contact anyone
Build, track, and manage talent you
want to hire now or in the future with
folders, reminders and smart to do
lists. Synchronize team activities with
shared projects, searches, profiles,
and candidate notes.
Manage your pipeline

03
Target relevant jobs
to best-fit candidates
Help your HR team say goodbye to post and pray
candidate searches. Imagine if your job postings
could do your sourcing for you - with LinkedIn, they
can!
LinkedIn has re-invented what it means to post job
openings online – helping you put the right positions
in front of only the right candidates.
With the LinkedIn Jobs Network, you’re tapping into
the world’s largest pool of professional talent.
Other job posting services provide access to only
20 percent of the workforce that is actively looking
to make a move.
Passive talent, employees who are happy and
productive in their current jobs make the best
candidates, and they represent 80 percent of the
workforce.
These passive candidates in LinkedIn’s network
represent a whole new talent pool. LinkedIn lets you
target the right candidates automatically and every
LinkedIn profile lets you see their job experience,
skills and career goals.
Let your jobs find the best candidates
Eighty percent of professionals are open to
job opportunities, but not actively looking.
Use LinkedIn Job Slots to share personalized
jobs with professionals when they visit their
homepage, an employee profile, or your
careers tab. Automatically target the most
relevant candidates using LinkedIn’s matching
algorithms and profile data.
Get top billing for high-priority jobs
Drive great candidates to your high priority
roles with a Sponsored Jobs placement. Bid
for premium placement of your roles and only
pay when a candidate clicks to view your job.
Reach the best candidates anywhere
Distribute your jobs to thousands of other
websites and enjoy the same, exact targeting
ability you enjoy on LinkedIn with Jobs For
You Web Ads.
✓
✓
✓

03Create a talent brand
that appeals to top
candidates
LinkedIn will help you develop your talent brand and
establish why your company is the best place to work.
This is a key advantage given the fierce competition
for the best and brightest minds on the planet. In this
era of increasing transparency, your talent brand is no
longer just about recruiting.
Consumers are making purchasing decisions based
on more than the quality of your products and
services. Now they’re interested in the company
behind your product – your mission and vision,
culture and values, where and how you source
products, what you’re affecting the environment, and
how you give back to your community.
These qualities, while historically falling under
the purview of HR to communicate to potential
prospects, are now a key part of your overall brand
equity. This brings your CMO into the talent brand
fold, while also putting HR at the center of building
your brand. This is where LinkedIn can help you craft
your approach.
Show off
Create a hub where you can tell a rich story
about who you are using images, video,
employee testimonials, and more. Keep
candidates in the loop by encouraging them
to “follow” your company on LinkedIn.
Customize your message
Tailor the experience to viewers with dynamic
messaging, based on their LinkedIn profiles.
Now you’re highly relevant to your priority
audiences.
Showcase your most relevant jobs
Automatically showcase your most relevant
jobs to each visitor of your careers tab.
✓
✓
✓
“A strong employment brand reduces cost per
hire by up to 50 percent.”
Source (slide 4): http://www.slideshare.net/linkedin-talent-solutions/
employer-brand-playbook-sneak-preview

03
With LinkedIn, Standard Chartered had a full talent
solutions package that bolstered their Careers Page by
40,000 new followers. They saw a 100 percent increase
in page views, a 3X increase in profile views, 5X increase
in job views and 8X increase in job applications versus
its competitors. Today, Standard’s Talent Brand Index
score is up 24 percent – the highest in Asia.
Dell has reduced its external, annual executive recruiting
spend by $28.4 million using LinkedIn! LinkedIn has
been credited as the number one external source for
this reduction, impacting over 8,000 hires per year. In
fact, employee referral is the number one source of
new hires (30 to 40 percent). Now Dell leverages its
107,000+ employees for talent branding.
Using LinkedIn, L’Oreal expanded its reach for new
talent far beyond the candidates in their database.
They tackled passive candidate recruiting on a large
scale. L’Oreal increased the quality and diversity of their
candidates and reached prospective hires that would
not normally apply directly. In addition to improving
their own LinkedIn Company Page and in turn bolstering
their reputation, L’Oreal also hired the right people
faster by reaching out to them directly.
LinkedIn has helped Banco Itau completely transform
the way they search and recruit new employees.
One of Brazil’s largest banks, Banco Itau, has used
LinkedIn to reduce time to hire, cut agency costs, and
internalize their recruiting function while building
market intelligence and gaining credibility with hiring
managers.
Proven success

Market: build relationships with
the world’s professionals
04

04
Not just customers…
relationships
LinkedIn builds relationships between brands and
the world’s professionals to make them both more
successful.
From all across today’s increasingly connected
digital landscape, LinkedIn has earned the
genuine trust of global professionals. Your brand
can now leverage that trust to build relationships
and achieve a full range of marketing objectives:
generating awareness, building community,
increasing consideration and preference, driving
traffic and leads, and creating advocacy.
That’s because your campaigns will resonate more
if they’re targeted to specific professionals with
our targeted advertising products. Your content
will have greater impact and sharing when it’s
published in the professional context. And you can
extend through the social sharing that happens
naturally on LinkedIn, and extend authentic
LinkedIn data to your branded channel.
Brands build relationships by using LinkedIn to
target, publish, and extend:
Target with accuracy to reach a high quality
audience1
Publish to specific members with relevant content
in a professional context2
Extend through social sharing and extend quality
traffic and data to a brand’s sites3

04Use accurate
targeting to reach a
high quality audience
Combining massive scale with data integrity and
accurate targeting is the foundation of the LinkedIn
social platform.
With LinkedIn Marketing Solutions, you can target
our full suite of products to a global population of the
most influential, educated, and affluent on the web.
LinkedIn enables companies like yours to engage with
professionals in unprecedented ways – by seniority,
functional area, type of company, size of company,
geography, as well as who they know in their network,
and how they behave.
LinkedIn’s targeting is accurate because it draws from
actual profile data provided and continually updated
by our 225 million members.
In this way, LinkedIn Marketing Solutions helps brand
marketers capture “the personal in the professional”
by leveraging the absolute integrity of LinkedIn data.
Now brands have a proven way to directly target from
within the most affluent, influential, and educated
audience on the social web.
median household income
of a LinkedIn member1
$83K
business decision makers
in the U.S.2
5M
Members have 2X more buying
power than average, more than
the other top 5 social media sites3
2x
of LinkedIn monthly visitors have
a college or graduate degree4
52%
LinkedIn’s premium audience at a glance:
Sources: 1. comScore US PlanMetrix, February 2013; 2. comScore PlanMetrix, December 2012.
Business decision makers with $1M+ budget; 3. comScore US Media Metrix Data, September
2012; 4. comScore US Plan Metrix, December 2013 LinkedIn for Business | 22

04Publish with purpose
We know that content marketing is an important way
for brands to engage with professional audiences.
Professionals seek out ideas and opportunities from
the people and brands they trust. But what does that
really mean for your business?
Simply stated, content marketing comes down
to sharing, connecting, and discovering what’s
important to your customers and prospects.
But not all audiences are created equal. With our
more than 225 million global professionals actively
seeking content in a professional context, LinkedIn
is the definitive professional publishing platform.
Sharing among a high quality professional audience
is truly unique to LinkedIn. Our members receive
the most relevant content from brands and more
than 1.3 million publishers connected to LinkedIn.
Our members then share this compelling content
through the network.
We help brands and organizations like yours to
increase engagement by maximizing relevance with
your audience. Marketers use our data and content
marketing solutions to publish tailored content and
messages best suited for relevant engagements.
And they enhance the relationship building with a
combination of paid and organic solutions.
Over 85 per cent of
marketers at B2B and
B2C brands are engaged
in some form of content
marketing now.1
85%
Source: 1. 2013 Content Marketing Benchmarks – North America, Content Marketing Institute/
Marketing Profs LinkedIn for Business | 23

04
Establish a
company presence
As you build relationships with professionals, a
core content solution is a great Company Page –
your company’s home on LinkedIn.
Your Company Page connects your business with
millions of professionals. It’s the one, centralized
source for millions of LinkedIn members will stay
in the loop on your company news, products
and services, business opportunities, and job
opportunities.
Spread the word
Your team can easily post status updates, stay top of mind
with followers, build product/service recommendations
and promote career opportunities through your LinkedIn
Company Page.
• Status updates empower you to engage directly with
existing customers and prospects. Spread the word
about company news or offers. Start a conversation
around a hot topic in your industry or share an
interesting article or video.
• Customer recommendations provide an authentic
endorsement of your products and services, making it
easy for prospective customers to feel confident about
doing business with you.
• Career opportunities can be showcased, along with
a spotlight on key employees and a view into your
company’s culture.
Build meaningful relationships
Use analytics to find out who’s visiting your Company Page,
who’s attracted to your company, and what visitors and
followers are interested in learning about your business. Use
these insights to hone your messages, drive more traffic to
your page, and create new leads and customers.

04Extend engagement
on and off Linkedin
Brands on LinkedIn don’t simply tell their stories
once. Those stories drive ongoing engagement
and brand exposure across the world’s largest
professional network.
Unlike traditional media vehicles, LinkedIn was
designed for social engagement. Once published
on LinkedIn, your content, advertising and
experiences work to reach specific audiences
with relevant messages. As your communications
move across the LinkedIn network, they are
continually endorsed and socialized from brand
to professional, remaining relevant to connections
and groups at every step.
You can also extend the quality traffic of LinkedIn
professionals to your own branded sites.
Embedding Calls-to-Action in your creative on
LinkedIn ensures the flow of influential, affluent
and educated professionals to your other
online properties. You also have the ability to
use LinkedIn’s API to create custom branded
experiences that allow members to sign in to an
app using their LinkedIn login. This enables you to
tailor their experience and it simplifies the need for
them to enter additional data.
Like
Comment
Share
✓

04
Analyze and refine
Success depends on your ability to measure
performance and optimize efforts. LinkedIn’s
analytics tools empower your organization to do
just that, ensuring you have the insights you need
to strengthen your relationships.
Take note: what content drives conversation?
For example, the best way to increase content engagement
and amplification is to experiment with different kinds
of content. Once you understand what works, you can
easily refine your approach. You gain access to statistics
(engagement rate, impressions, likes, shares and comments)
below each status update 24 hours after each post.
Measuring engagement
An important Key Performance Indicator (KPI) is a post’s
engagement rate – the ratio of clicks, likes, comments, and
shares to total update impressions. This is an important
metric for understanding how often members take action
on your updates. If you include a link in an update, be sure
to generate it with a link-shortening service like bitly or
Ow.ly. This way you can keep track of total click-throughs.
Measuring amplification
As you post updates, you can see which subjects and
formats are driving the greatest amplification and reach.
With insights into engagement, you understand how
often members are amplifying your content. For example,
you might notice that your reach is higher whenever you
post about your company’s philanthropic initiatives. This
might tell you that many of your followers are interested in
learning more about your company values and culture.

04
Samsung Mobile developed a successful
campaign on LinkedIn to build
relationships with early adopters and
influencers with a passion for consumer
technology. Using LinkedIn’s Company
Page and status updates, Samsung
Mobile built valuable relationships with
its most desired audiences, acquiring
165,000 new followers and boosting
word-of-mouth for its latest products.
Fifty-five percent of these followers
follow Samsung Mobile only on LinkedIn
and not on other social platforms.
HP built a LinkedIn follower community
of over one million professionals
consisting of many C-level decision
makers who are highly engaged and
active. They keep their community
informed with new brand messages,
custom content and display ads. HP
reaches precise audiences in 15 target
markets and their followers are 2.5x
more likely to recommend HP solutions.
Connect: Professional Women’s Network,
Powered by Citi is a collaboration
between Citi and LinkedIn to bring
professional women the best curated
original content as well as resources
on topics that matter most to them.
Connect encourages conversations
about business and financial topics
while increasing Citi’s brand favorably.
It attracted 43,000 highly engaged
and active group members in just four
months with 30-50 percent returning
weekly – over 2X the engagement of any
other LinkedIn Group.
Proven success

Sell: engage the world’s
decision makers
05

05
A new generation
of sales success
LinkedIn helps companies increase sales through
relationships and insights. It empowers sales
professionals to find the right person, the best
path in, and the right thing to say.
A typical sales team gets up to 30% of its leads
from marketing. To be successful, individual sales
reps need to fill their own pipeline with high-
quality prospects.
LinkedIn provides unparalleled prospecting
capabilities, enabling sales professionals to
quickly and easily discover decision-makers and
influencers. Moreover, reaching those buyers is
easier because LinkedIn Sales Navigator surfaces
insights and uncovers hidden connections to
find the best and most efficient path to higher
quality prospects. By instantly and automatically
broadening a sales professional’s network to
include everyone in the company, teams can
increase the number of reachable prospects
exponentially.
LinkedIn enables sales reps to discover actionable
insights in real-time to provide personal context for
their first discussion. ‘Who’s Viewed Your Profile’,
alerts, and the ability to view full names and profile
information allows reps to know more about prospects
before reaching out.
What do I say?
LinkedIn’s TeamLink helps sales teams find decision
makers by leveraging team connections. TeamLink
uncovers hidden connections to help you find and
reach higher quality prospects more quickly.
How do I get in?
An easy-to-use advanced search allows sales
professionals to leverage the accurate and complete
profiles of over 225M LinkedIn members to identify
the right prospect.
Who’s the right person?

05
Identify and engage
the best prospects
Finding the right person is half the battle, and
LinkedIn streamlines that process to make sales
teams more successful and help drive new
business opportunities. LinkedIn provides sales
professionals with a fast and easy way to identify
key prospects. With over 220 million members
and extensive advanced search filters help sales
people simultaneously cast a wide net and
pinpoint the right person to talk to.
In addition to searching, sales professionals can
also leverage current activities and insights to
identify new prospects. These insights about
individuals provide personal context for the first
discussion with a potential customer.
LinkedIn members are
purchasing decision-makers
7.9M
of those are C-level execs
or VPs
3.9M
LinkedIn is fundamentally transforming
the way the world works and the way
companies do business. The stats speak
for themselves:

05
Sales is a team sport
LinkedIn revolutionizes team selling, making it a
powerful team sport. Through LinkedIn, a sales
team is transformed from a collection of individuals
leveraging their own networks to a team leveraging
a company-wide network. The power of collective
networks can help teams reach new people and
open new doors.
In LinkedIn Sales Navigator, TeamLink uncovers
hidden connections to find the best path to
higher quality prospects more quickly. By instantly
broadening a sales professional’s network to
include everyone in the company, teams can
exponentially increase the number of reachable
prospects. The TeamLink Connections search filter
yields prospects who have connections to your
team, helping you focus on the best prospects.
“The best reps are not just present in
social media, they position themselves as
credible and influential sources in customer
networks.”
Sales Executive Council
“The B2B social buyer relies on social
media and online communities during the
purchase process.”
ITSMA
“Effective use of sales intelligence
increases revenue productivity per sales
rep by 17%.”
CSO Insights

05
Scalable social
selling
Millions of sales professionals use LinkedIn every
day for prospecting and networking, but only
LinkedIn Sales Navigator helps companies create
scalable social selling programs. With enterprise
tools like Usage Reporting, leaders can gain
valuable insights to build and scale a social selling
program across their company with confidence.
Usage Reporting provides visibility into sales
team’s activity on LinkedIn. Critical information
to drive adoption of best practices and identify
coaching opportunities.
Insights
Sell with social sales intelligence
Discovery
Identify leads and reveal common connections
Engagement
Get in touch with decision makers
Everywhere
Use LinkedIn seamlessly within your CRM

05
Proven Success
With 400 employees
worldwide, Eloqua
has grown steadily since it was
founded in 1999. Its Revenue
Performance Management solutions
help companies uncover business
insights that inform marketing and
sales strategies. Using LinkedIn Sales
Navigator, Eloqua has increased
conversion rates of leads to sales
by 25% and reduced cycle times by
20 days. Over 15% of reps are now
exceeding their quotas.
“LinkedIn Sales Navigator is the
best tool that our sales team has
for our social and target account
selling initiative.”
Dennis Dresser
VP of Sales/ Americas for Eloqua
Savo wanted to grow
its new customer
business aggressively. With LinkedIn
Sales Navigator, Savo can now find
accurate information about prospects
and target organizations; craft sales
campaigns with deeper intelligence;
and shorten sales cycle times.
LinkedIn’s TeamLink also enables
them to expand the power of sales
team connections and helped raise
the level of engagement with VPs
from 20% to 50%.
“LinkedIn Sales Navigator has
enabled our sales organization to
conduct prospecting faster and
more precisely. The net result is a
higher quality pipeline, which helps
us capture a greater share of our
marketplace.”
Eric Marcy
Director, Sales Development and
Performance,The SAVO Group
The industry
standard for legal,
electronic signatures, DocuSign
needed to forge deeper connections
with key decision makers and
enhance prospecting and lead
qualification. They selected LinkedIn
For Salesforce and have accelerated
lead qualification, profiling, and
account development. The seamless
integration between LinkedIn and
Salesforce enhances their sales
team’s knowledge by providing real-
time access to companies, profiles,
and activities of LinkedIn members.
“More than 80 per cent of our
reps found important LinkedIn
information that they would not
have known otherwise because of
LinkedIn’s seamless integration
with Salesforce.”
Bob DeSantis
Vice President of Sales, DocuSign

06
Driving success as you hire,
market and sell
LinkedIn has already fundamentally changed how companies find talent. As the three
core business functions of Hire, Market and Sell converge, LinkedIn’s core data assets of
millions of professional profiles and the graph of how they are connected to each other
will be a critical tool that helps companies succeed at all of them.
LinkedIn is the platform to transform your business into a social business to help drive
growth and productivity for your organization. Let us help your team succeed in ways
you never thought possible.
Get started today at www.linkedin.com.

List all jobs on LinkedIn to maximize strong talent brand
Leverage employees as brand ambassadors
Maximize recruiters using LinkedIn to find and engage
the best passive talent
Hire
06
A checklist to get you started today
Brand, connect and engage your employee’s profiles
Build a rock star LinkedIn Company Page as the basis for
your community (see the company page guide book)
Build your presence
Continue to grow your follower base and communities
Increase number of relevant and targeted status updates
Share engaging and professionally relevant content
Amplify
Market
Encourage sales reps to continue to grow their
professional network and build their professional brand
Leverage strong internal connections
Gather and contribute insights
Sell

06
Want more?
Check out some of these additional resources.
Top tips to establish a rock star profile.
http://learn.linkedin.com/employeeprofile/
index.html
Download the LinkedIn Company Page Guide,
which includes 5 Steps to engaging followers.
Sales solutions information.
http://sales.linkedin.com
Download the LinkedIn Employer Brand
Playbook for the 5 steps to crafting a highly
social talent brand.
10 Tips to engage passive talent.
http://talent.linkedin.com/passivetalent/
10tips.html

So, that’s it! Ready to get started? Great!
Go to www.linkedin.com to begin
your journey today.
And remember – we’re always here to help!

LinkedIn Playbook

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