how-pr-firms-use-linkedinWe recently published a list of the Top 100 PR Firms by Number of Employees on LinkedIn. We thought it would be interesting to examine how these firms are using LinkedIn.

Our research showed that although public relations agencies rely on human connections to generate new business and recruit employees, most are not actively using their LinkedIn company pages. Is it because they don’t find the ROI to be there? Is it just that they’re not comfortable with the medium when talking about themselves?

I wonder if the agencies that don’t use LinkedIn actively for themselves encourage its use by clients? Could it be that this is simply a case of focusing more on clients than on self-promotion or is it a sign of a broader wariness of adopting new digital tools?

Let’s look at the data and see what we can learn.

Less Than Half of Large PR Firms Post Regular LinkedIn Updates

Our research showed that only 42% of the vCDO PR 100 posted an update to their LinkedIn company page for the week ending September 13, 2013. For those who did post updates, the average number of posts during the course of the week was 4.

Perhaps not surprisingly, some of the smaller firms on the list were the most active in updating their LinkedIn page. In fact, most of the very active company pages were from companies with less than 200 employees on LinkedIn. There was even one very large firm, Weber Shandwick, that had nothing but job listings on their LinkedIn page.

The following firms from the vCDO PR 100 had the most updates on their LinkedIn company page for that week.

SHIFT Communications 17
The OutCast Agency 10
5W Public Relations 9
Edelman 8
Padilla Speer Beardsley 7
Reingold, Inc. 7
Waggener Edstrom Worldwide 6
Lois Paul & Partners 6
W2O Group 6
FleishmanHillard 5
Taylor 5
Akhia 5

Only One Third of Large PR Firms Have Jobs Listed on LinkedIn

LinkedIn has long had a reputation as a haven for job hunters. Despite that fact, just 35% of the vCDO PR 100 currently have jobs listed on LinkedIn. There could be many reasons for this, ranging from the cost of a listing to the possibility that the agency has had poor results from previous LinkedIn listings.

For those firms who have listed jobs on LinkedIn, the average number of current openings being advertised is 3. Unlike the page updates noted above, the number of job listings for the most part do correspond to the size of the agency. That makes sense — larger agencies tend to have more openings.

The agencies with the largest number of active LinkedIn job listings on September 13, 2013 were:

Edelman 53
Waggener Edstrom Worldwide 23
FleishmanHillard 19
Hill+Knowlton Strategies 10
Weber Shandwick 9
MWW Group 8
The OutCast Agency 7
Ogilvy PR Worldwide 7
Racepoint Group 7