In the online world, LinkedIn acts as a living, breathing résumé. Your profile can have contact information, education, past work experience, current employment, certifications, awards, and even recommendations from former clients and co-workers. This abundance of work information provides a powerful targeting method for advertisers. Here are the 3 main methods for targeting LinkedIn Ads based on job titles, job function, and seniority:
If you have a deep knowledge of your customers, you probably know what job titles they hold in their organizations. This targeting option allows you to type in the job title and then select related titles from the LinkedIn database. However, this is not a free form field (like it appears to be). You are limited to job titles recognized by LinkedIn. For example, if you enter “quality assurance” you get the following options:
- Quality Assurance
- Quality Assurance Manager
- Quality Assurance Analyst
- Quality Assurance Engineer
- Quality Assurance Specialist
- Manager Quality Assurance
- Quality Assurance Supervisor
- Director Quality Assurance
- Software Quality Assurance Engineer
- Quality Assurance Technician
As you enter different related job titles you’ll see that LinkedIn has an impressive database of job titles and you can build a large audience. Below is an example:
As you can see, we have a mix of seniority levels and few indicators of industry. However, there’s targeting for that.
Going back to our example, say we don’t want to enter every single job title we can think of that relates to quality assurance. If you select the radio button for “Job function and/or seniority” you’ll see the following:
You’ll notice that we can simply choose the “Quality Assurance” job function and LinkedIn will show our ads to everyone their system has categorized as having a job function related to quality assurance. LinkedIn estimates that we’ll reach about 1.5 million users:
You’ll notice that the audience targeted by the quality assurance job function is nearly double the audience from the job titles, and it took a fraction of the time. If you’re targeting anyone in the field, this will quickly get you a large audience. But what if the decision maker you target needs to have a certain level or seniority?
Continuing with our example, let’s say that you’re trying to reach people with job functions related to quality assurance, but you only want to reach C-level executives, VPs, and directors. With the quality assurance job function checked, you can then check off CXO, Director, and VP. This narrows you down significantly:
We’ve now gone down from over 1.5 million users to just over 87K. Now you would be targeting only the top 5%-6% most senior quality assurance employees.
Targeting by job title, job function, and seniority is a powerful way to reach exactly the right people in the right job functions at the right level of the company.