How 3 Brands on LinkedIn’s Top Attractors List Use Content Marketing

June 20, 2016

Today, LinkedIn released our inaugural Top Attractors list. This exclusive list features companies that have strong Talent Brands and are highly attractive to potential new hires. In short, these are the companies where people want to work.

LinkedIn considered a number of criteria in the selection process that culminated in the Top Attractors list. One often overlooked factor in the recipe for creating a strong Talent Brand is the participation of the CMO (and, to be clear, the promotion, organic or paid) of Talent Brand was not a criteria in the selection). However, having a strong Talent Brand is a good thing; having the commitment to amplify a strong Talent Brand is an even better thing.

We examined the Top Attractors and found that many of the companies on the list had strong Content Marketing Scores, or CMS, on LinkedIn. CMS measures a brand’s engagement with its target audience, which includes potential new hires, on the LinkedIn platform. CMS evaluates all content-based activities on the LinkedIn platform, both organic and paid, including:

  • Company Pages updates
  • Employee shares
  • LinkedIn Sponsored Content
  • Influencer and employee posts via self Publishing on LinkedIn

Among the brands on the Top Attractors list, the three brands with the highest Content Marketing Scores are Microsoft, Google, and IBM. We took a closer look at their CMS to see how these three brands were gaining a leg up on their competition. Ultimately, these three companies take an “always-on” approach to the LinkedIn platform and to keeping their message in front of customers, prospects, and potential employees.

Microsoft, Google, and IBM each post frequently and consistently to deliver relevant content. Here’s an analysis of how Microsoft, Google, and IBM are using LinkedIn to stay top of mind with their target audience, including potential new hires:


Microsoft invests in both organic and paid content on the LinkedIn platform more than its peer companies in the technology vertical. For instance, Microsoft generates 25 percent more engagement from updates on its LinkedIn Company Page than the average company in the tech sector. Microsoft also generates 43 percent more engagement with its LinkedIn Sponsored Content than the average tech company.

Additionally, by maintaining an always-on approach to content marketing on the LinkedIn platform, Microsoft has seen the engagement driven by its employee shares jump by 2x over the last year and the engagement driven by its influencer and employee posts climb by almost 3x in the same timeframe. (Note: This list was finalized before Microsoft said it would acquire LinkedIn in a $26 billion deal. For more on the methodology, read here.)


Google’s content marketing strategy on LinkedIn resembles Microsoft’s approach. Google drives stronger engagement in comparison to its tech peers in both Company Page updates and in Sponsored Content. The percentage of engagements Google drives from both Company Page updates and from Sponsored Content is more than double the percentages of its peers. Google has also seen its raw engagement numbers double from its use of employee shares and quadruple from its use of influencer and employees posts.


IBM derives a greater percentage of its overall Content Marketing Score from employee shares. IBM’s employee shares account for 24 percent more of its engagement than those of its tech peers. The result for IBM has been a two-fold increase in raw engagement numbers driven by employee shares. Like Google and Microsoft, IBM also derives a larger than average share of its engagement from Company Page updates and Sponsored Content.

Take a look at the complete Top Attractors list, which reveals "Where the World Wants to Work Now."