Playbook: LinkedIn Engagement

All rules here are best practice, not law. Override any of them when the campaign calls for it; note the best practice once and move on.

Use when an account's audience is the client's audience — a competitor or the client's own customer.

Do not use for more companies in a market, similar companies (playbook-lookalikes), or job changers (playbook-new-in-role). The chain is the same for both lanes; only the target URL changes.

Output: one row per engager — who, employer, post, evidence URL. engagement_line is opt-in.

The number that governs planning

⚠️ Roughly 1 in 10 raw engagers survives. Harvest 10 to 15x what you need.

Cost follows from that: about $4.45 per 1,000 raw engagers, which is about $45 per 1,000 usable prospects at the measured survival rate. That is squarely in expensive territory, so shortlist posts by engagement count before you scrape.