A year ago LinkedIn revamped its system in an attempt to increase functionality and make it more user friendly, a move that came after its acquisition by Microsoft in 2016. The changes are evident from the moment you sign in to your account. The new app-like home page has been streamlined, giving you quick and easy access to the information you want to see – with the goal for you to use LinkedIn more often and stay engaged longer.
If you’re like me, you haven’t taken the time (until now) to investigate all of the changes. Here are the top eight changes that marketers should know about.
- More Content
Your LinkedIn home page now features more organic, sponsored, and native advertising content users may be interested in reading. And shortcuts like the “Work” button in the top navigation bar next to your profile picture make it easy to manage your company page as well as your groups.
- Easy Messaging
The new and improved LinkedIn makes it even easier to private message contacts. Now there’s a pop-up “Messaging” window on the bottom right of your home page screen that allows you to quickly and easily select one of your contacts and shoot them off a message without leaving the LinkedIn homepage feed. And, when you receive messages, new “smart replies” automation provides three automated replies you can select – no typing required. Adding personalization to the automated message – like: Thanks, Jane – is coming soon.
- Easy Searching
New search features offer a universal search box that lets users search by people, jobs, companies, groups and schools. You can search all of these LinkedIn categories with a single, unified keyword(s) – all of the relevant items will come up on one page, and you can toggle between different categories. Before this change, you had to search in each category separately.
- Trending Topics At A Glance
LinkedIn is taking its cue from Facebook, adding an algorithm that selects trending stories for this news feed on the top right of your home page. This move makes it easier for users to engage within the system.
- More Analytics
This one is really good. LinkedIn now provides more analytics so you know how other users interact with your content you post. LinkedIn now shows you things like who liked your content, the company they work for, their job title, where they are located, and where they found your content. If that weren’t enough, the system will also suggest additional articles to share with your network to increase engagement.
- Native Videos
Remember how frustrating it used to be to try to embed video into LinkedIn?! Now LinkedIn lets you upload native videos directly to LinkedIn using its mobile app. In addition to being convenient, this enhancement also helps the videos on company pages appear more authentic/organic and less “corporate.”
- Blogging Interface
Now you can create a blog post from your home page by clicking on the “Write An Article” link in the top box on your home screen. Before you had to navigate to another page called LinkedIn Pulse and write your post there.
- Learning Center
The new “Learning” option in your top navigation bar enables you to enter a skill set that are of interest to you and then access pertinent content that informs you on a multitude of subjects that meet your criteria.
With these changes, it’s likely LinkedIn users could start using this platform even more, which would definitely capture the attention of marketers wanting to reach prospects where they are. You may want to consider creating more LinkedIn campaigns and content for the site.
If it’s been awhile since you’ve checked out LinkedIn, I suggest you log on and see how this platform can help your business.