LinkedIn for Nonprofits

how-to-harness-the-power-of-linkedin-e28093-infographic1Many people view LinkedIn as little more than a digital copy of their resume but when used to it’s full potential, it can be an incredibly useful marketing tool for your nonprofit. LinkedIn is ranked third among social networks for unique monthly visitors.

Pros and Cons

The platform allows users to select causes in which they are interested and highlight volunteer experience on individual profiles. Since a large proportion of users leverage LinkedIn to find new professional opportunities, it’s a good platform for recruiting new employees or volunteers.

LinkedIn is a great tool for developing your professional standing and establishing your nonprofit’s position as a resource.

The site also provides segmentation tools, which allows you greater insight into who’s interacting with your page.

Among social networking sites, LinkedIn has some of the lower daily usage rates. The most active users can spend hours each week on the site, but they make up a relatively small proportion of the members.

Set-up

Before creating a company page, you must have your own personal LinkedIn profile for at least a week and have made connections with other users. The strength of that profile must be considered at least ‘Intermediate.’

Once you’ve met those criteria, here are the steps for setting up a company page on LinkedIn:

1. Log into your LinkedIn account and select ‘Companies’ from the Interests drop-down.

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2. From the Companies page, select ‘Create a Company Page’ on the right-hand side.

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3. Add your nonprofit’s name and your official work email address (general Gmail or Yahoo! addresses will not work).

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4. Once you’ve received an emailed confirmation about the page, you’ll be prompted to log into LinkedIn again.

5. Fill in your company information, and include high quality images for your logo and banner.

Content

Because LinkedIn is populated by working professionals or job-seekers, the most valuable content you can create for this platform will be material they can use as a resource. Ideal posts are informative and have a clear value proposition. Share interviews, behind-the-scenes insight into your nonprofit, current job openings, or volunteer opportunities. Officially promoting a position through LinkedIn’s job search isn’t free, but you can create a post on your company page that links out to an application portal.

If your nonprofit does not have designated company email addresses, consider creating a LinkedIn group instead.

How to Measure Success

The site also provides segmentation tools, which allows you greater insight into who’s interacting with your page. Under the analytics section, there are break-downs of the impressions, clicks, and followers acquired by each post.

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If you’re hoping to push people through from LinkedIn to your website or blog, then you’d want to keep an eye on the number of clicks your posts are getting.

If you’re looking to expand your community engagement, then monitor the number of comments, shares, and followers that you’re acquiring.

LinkedIn is a great resource for identifying your industry’s influencers. Having individuals or company’s with strong networks share your content is a good opportunity to increase your visibility and draw in potential volunteers or board members.