In my Entrepreneurial Finance class, we work on case studies every week. These case studies give us background information and financial information of the company, and then we use that information to make a decision on what the company’s next steps are. This week, I have been analyzing Coupa in 2012 and I have to decide whether they should go IPO, acquire smaller companies, look at being acquired, or just focus on organic growth. While analyzing all of their financials, I decided to look up what the company actually ended up deciding. I searched and found the company history in 2013 and got an idea of what they decided to do and why.
The next day, I was on my LinkedIn feed when an ad for Coupa popped up. I was honestly shocked. I had no idea that LinkedIn was just as interconnected with the rest of the internet as Facebook is. That they knew to send me an ad from this company because I googled them the day before. Knowing that LinkedIn has this capability, every company should have paid advertisements through LinkedIn. If someone googles you company, they typically have a reason, whether they want to buy your products, they want to learn more about the company, or they are looking for a job/career. While I was looking at the Coupa webpage because I wanted more information about the company, seeing the ad the next day brought the company back into the forefront of my mind and allowed me to explore more about the company.
If companies that are looking to hire take advantage of the LinkedIn ads, then their company stays visible and in the prospect’s mind. They have easy access to follow up on their search by clicking the ad, and then they can easily find available jobs, company description and more company details all in one place.