LinkedIn has introduced language preference targeting and personalized page feeds, which it says will help global brands become more effective by providing more local content and conversations.
LinkedIn has rolled out two new features, language preference targeting and personalized page feeds, for its Company Pages and Showcase Pages.
With language preference targeting, brands with global audiences can target their Company Updates by users' selected language, LinkedIn says in a blog post. That means a U.S.-based company targeting Portuguese-speaking professionals in Brazil can share updates in Portuguese with followers who have selected it as their preferred language, the platform notes.
Additionally, LinkedIn's personalized page feed means a member's Company Page feed will only show updates that were meant specifically for him or her. In other words, a company that targets an update to members in France and another to members in Brazil can deliver region-specific updates to each group. This also holds true for other targeting filters like company size, industry, function, seniority, and geography, writes Aviad Pinkovezky, product manager of LinkedIn Company Pages, in the post.
According to LinkedIn, these updates "will create an improved ecosystem for more than 3 million brands [on the professional social network], through highly targeted sponsored updates. They will also allow global and regional brands to seamlessly provide more customized content on LinkedIn, reaching their unique audiences around the world and locally."
Sixty-seven percent of LinkedIn's 300 million members are located outside of the U.S. and the site is available in 21 languages.
LinkedIn says it has "several million brands" using Company Pages and Showcase Pages and the vast majority are created internationally.
According to LinkedIn, Company Pages help raise brand awareness, promote career opportunities, and connect with a brand's target audience on the network. Showcase Pages, on the other hand, are extensions of Company Pages and are designed to spotlight a brand, business unit, or initiative.
"We know relevance is a big part of the equation when it comes to successfully capturing the attention of professionals. This is why it's important to simplify and streamline the member experience to enable even more relevant communication between companies and members," LinkedIn says.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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