Do you want to increase your LinkedIn visibility? Are you looking for a way to include your workers in your LinkedIn content strategy?
In this post, you’ll learn four ways to encourage your employees to share more company content on LinkedIn with their networks.
Why do you encourage your employees to share company content on LinkedIn?
Getting your colleagues interested in your LinkedIn marketing, also known as employee advocacy, will pay off handsomely for both employees and the company. Encourage workers to share brand values and messages as a marketing strategy is a proactive and long-term way to increase visibility and interaction with clients, prospects, and other key stakeholders on LinkedIn.
People do business with people they know, want, and trust, according to basic law. So, rather than concentrating on the business page on LinkedIn, it’s more about using personal profiles.
Social selling figures also show that employee profiles, rather than company profiles, are more effective on social media. According to We Are Social and Hootsuite’s report:
People are three times more likely than advertisers to trust content posted by people they know.
Employee-created content is eight times more likely to be posted than brand-created content.
Employee-created content is 24 times more likely to be reshared than brand-created content.
Employee-generated leads convert seven times more frequently than any other form of lead.
When you start asking your colleagues for help spreading the content you post to your LinkedIn company website, you may want to share these statistics with them. A simple reaction, such as a like, comment, or share, can help your page content hit your target audience in ways that it couldn’t otherwise.
To persuade non-marketing colleagues, I recommend demonstrating the value of personal profiles versus a company page that uses your data, such as this:
Tell us how many people have liked your company’s Facebook page.
Show the number of times a recent company page post was posted by employees.
Share the total number of followers/connections those employees have. This number will almost certainly surpass your page followers, especially for small and medium-sized businesses.
Here are a few ways to promote employees’ activities until they understand why you need their help and how their LinkedIn profiles will help amplify your company page material.
#1: Provide LinkedIn Employee Notifications in Company Page Posts.
When you use the LinkedIn Employee Notifications feature as a LinkedIn page admin, you can notify your colleagues when you make a change to your company page. All employees have to do is respond (for example, like it), add a message, or share it with their network.
To make use of this function, you must first publish an update to your website. Then, in the upper-right corner of the post, press the Notify Employees button.
Employees who have connected to your company website in their LinkedIn profile’s Experience section will receive a notification on their desktop and mobile devices.
Employees can only be notified once a day by page administrators. Notifications are sent out according to a relevance model that seeks to reach out to a select group of employees while also improving the overall LinkedIn member experience. If the relevance model concludes that the update isn’t material they’re likely to connect with based on their experience with the page, certain staff, including administrators, will not receive a notification.
Employees can unsubscribe from these alerts at any time.
Pro Tip: Updates will be labelled “Employees Notified” in your LinkedIn company page analytics, allowing you to gauge the scope and interaction created by notifying your colleagues about page updates.
Assist employees with improving their LinkedIn profiles.
Help employees refine their LinkedIn profiles to view themselves and your company in the most trustworthy and competent way possible to get the most out of employees sharing your page material.
Take them through the process of adding information to key profile sections step by step. Show them how to add a profile picture and header image, create a headline that isn’t just the work title and company name, and fill out the About, Experience, and Education sections.
Consider offering sample About section copy and structured text for their current position for the Experience section to assist your colleagues in writing their LinkedIn profiles. I suggest having a brief company overview as well as a list of main positions and responsibilities.
You can also have rich media outlets for people to use in the Experience portion. You may suggest web pages to connect to and include PDFs, PowerPoint presentations, and videos. These measures will assist employees in turning their LinkedIn profiles into actual portfolios, presenting the company more effectively to those viewing the employee’s profile, and driving website traffic.
Include a list of skills that are relevant to your industry and business. Members of LinkedIn can add up to 50 keywords to their profile to make it appear in search results.
Once your colleagues’ LinkedIn profiles have been optimized, give them advice on how to use LinkedIn to create a powerful network. The more successfully they expand their network, the more likely your page content will be seen by your target audiences.
#2: Prioritize content from company contacts in the LinkedIn Feed by using the LinkedIn Teammates feature.
Encourage workers to use the Teammates feature, which is currently being tested by LinkedIn, to foster even further internal collaboration. Employees can see LinkedIn updates from their current team, including their boss, colleagues reporting to their manager, other teammates, and direct reports, thanks to this feature.
Job anniversaries, birthdays, tweets, shares, and comments are all examples of notifications. All private acts, such as direct messages, searches, or work posting views, will be hidden from teammates.
To use the LinkedIn Teammates feature, go to your LinkedIn homepage and click the My Network icon at the top. Then, on the left, click Teammates.
After that, you’ll be taken to a list of existing team members. If you want to appoint someone to your team, they must have your company listed on their LinkedIn profile.
To add a boss, teammates reporting to your manager, other teammates, or direct reports, click the Add button.
Type the name of a teammate you’d like to add in the Add Teammates area, then click Add next to their name. If you don’t already have a LinkedIn connection with your colleague, you’ll need to press Connect next to their name before you can add them to your squad.
Once you’ve added your colleagues, boss, peers, and direct reporters, they’ll get a notification warning and the option to check your relationship, which will make your LinkedIn behaviour appear more prominently in their feed. Your LinkedIn operation will not be prioritized in their feed if they mean that the information is wrong. Since you’ve selected them as a teammate, you’ll continue to receive prioritized content from them.
Although your connections will be alerted when you add teammates, your list of teammates is only available to you. You can choose whether you want to be informed about all updates, highlights, or just updates that are relevant to you at any time.
LinkedIn is working to develop the functionality, so expect to be able to add other forms of coworkers and important professional relationships shortly. You will have one manager, 19 teammates who report to your manager, 20 direct reports, and 30 additional teammates at this time. Any teammate who no longer works for the same organization will be transferred to the previous team automatically.
#3: Collect content from your employees for your LinkedIn company page.
As a marketer, you must gather relevant news from inside your organization to post on LinkedIn. You’ll want to keep track of what your employees are working on and encourage them to create content that represents your company’s culture. If you’re not a subject-matter expert, you might need to enlist the help of coworkers to build some of your LinkedIn material.
These issues aren’t exclusive to social media, however, the need to deliver regular and timely content necessitates the establishment of internal processes to gain employee support.
Here are a few pointers to help you get results:
Share the marketing and social media strategy with the rest of the team so that everyone knows what you’re aiming for.
Employees who are social media champions should be sought out. Identify one main contact per team who can serve as your point of contact.
Make an offer to highlight staff on the social media pages. Playing to their ego could help you get all of the important behind-the-scenes content that gets a lot of attention on LinkedIn.
To get feedback from employees, ask them simple questions like these: What client wins should you brag about this month? What are the most frequently asked questions by potential clients? What are your thoughts on the most recent industry news?
When it comes to receiving replies, don’t depend on email. Invite workers out for a cup of coffee (or a virtual cup of coffee) to discuss your concerns. To free yourself up to fully participate, record the conversations (with permission) and later transcribe them using an app like Otter.ai or Rev.
Close the loop by providing feedback (along with performance metrics) on the LinkedIn content that your employees helped you make. They will be more likely to continue helping if they can see the benefits of their efforts.
#4: Assist and guide employees in updating their LinkedIn profiles.
While having employees share content from your LinkedIn page is helpful, you may also want to encourage your non-marketing colleagues to create their LinkedIn content—posts that can be shared by colleagues and other network connections.
Some workers may be able to jump right in because they already know what they want to put on their profiles, but others will need some guidance. Here are some examples of what I teach in class:
What are you currently working on/getting ready for?
What are your plans for the future? (For example, an event or a presentation) What did you take away from a recent event?
What has inspired you and would you like to share it? Have you ever seen a TED Talk or discovered a fantastic new resource?
Do you have a concern about something that happened recently in the industry?
Consider offering technical how-to help for workers who are hesitant to post on LinkedIn in addition to sharing these ideas. Best practices, such as the best LinkedIn hashtags to use, should be included. Consistency in the workplace can be achieved by providing instruction and continuous guidance.
It’s also essential to go through some LinkedIn posting dos and don’ts, such as not violating client confidentiality. A comprehensive social media policy or an internal document with examples may be provided. Here’s a checklist I use before I publish:
Have I read the connection that I’m passing along?
Are the details I’m sharing from a reliable source?
Who is going to see this? Is it enough for my target audience?
Is this a good reflection of myself or my company?
Is this correct? Is it of any use? Is it motivating?
Is it more appropriate to give this information as a private message?
What else can I add to this post in terms of meaning or perspective?
The simpler it is for non-marketers to help you with LinkedIn marketing, the better. You may also allow them to use the LinkedIn dashboard to analyze their LinkedIn profile and monitor their progress.
It’s never easy to ask for support from coworkers and friends, but it’s critical when it comes to getting the most out of your LinkedIn marketing efforts. Marketers might have all of the technological expertise for social media management and a slew of content ideas, but they aren’t necessarily the company’s subject-matter expert. Furthermore, they do not have the most extensive network of clients and opportunities among their connections.
That is why you should consider including your workers in your LinkedIn marketing efforts. Demonstrate how their profile can be used to help the overall business plan.