Need more visibility on LinkedIn? Wondering how to get employees involved with your LinkedIn content strategy?
In this article, you’ll discover four ways to help your employees share more company content with their personal networks on LinkedIn.
Why Encourage Employees to Share Company Content on Your LinkedIn Page?
Getting your colleagues involved with your LinkedIn marketing, often known as employee advocacy, can deliver huge rewards for employees and company alike. As a marketing tactic, encouraging employees to share brand values and messages is a strategic and sustainable way to expand reach and engagement with customers, prospects, and other key stakeholders on LinkedIn.
There’s a fundamental rule that people do business with people they know, like, and trust. So on LinkedIn, it’s all about using personal profiles rather than focusing efforts on the company page.
Social selling statistics also confirm that social media success comes from employee profiles rather than corporate profiles. According to a report from We are Social and Hotsuite:
- People are 3 times more likely to trust content shared by people they know than content shared by brands.
- People are 8 times more likely to engage with content shared by employees than content shared by brands.
- People are 24 times more likely to reshare content shared by employees than content shared by brands.
- Leads generated by employees convert 7 times more frequently than any other kind of lead.
You may want to share these statistics with your colleagues when you start asking for their help distributing the content you post to your LinkedIn company page. A simple reaction such as a like, comment, or share will help your page content reach your target audience in ways that your page can’t achieve on its own.
To further convince non-marketing colleagues, I advocate demonstrating the importance of personal profiles versus a company page using your own data, like this:
- Share how many followers your company page has.
- Show how many employees shared a recent company page post.
- Share how many followers/connections those employees have collectively. This number will likely far exceed your number of page followers, especially for small- to medium-sized businesses.
Once employees understand why you need their support and the power of their LinkedIn profiles to help amplify your company page content, here are a few ways to support those employees’ activities.
#1: Apply the LinkedIn Employee Notifications Feature to Company Page Posts
As a LinkedIn page admin, you can let your colleagues know when you’ve posted an update to your company page using the LinkedIn Employee Notifications feature. All employees need to do is react (e.g., like), add a comment, or share it with their own network.
To use this feature, first post the update to your page. Then click the Notify Employees button in the upper-right corner of the post.
Employees who’ve linked to your company page in the Experience section of their LinkedIn profile will receive a notification on both desktop and mobile.
Pro Tip: Within your LinkedIn company page analytics, updates will be labeled with “Employees Notified” so you can gauge the reach and engagement generated by notifying your colleagues about page updates.
#2: Use the LinkedIn Teammates Feature to Prioritize Content From Company Contacts in the LinkedIn Feed
To encourage further internal collaboration within the company, encourage employees to use the Teammates feature, which is currently being piloted by LinkedIn. This feature will ensure employees see LinkedIn updates from their current team such as their manager, teammates reporting to their manager, other teammates, and direct reports.
Notifications include updates such as work anniversaries, birthdays, posts, shares, and comments. Teammates won’t see any private actions such as direct messages, searches, or job posting views.
To use the LinkedIn Teammates feature, click the My Network icon at the top of your LinkedIn homepage and click Teammates on the left.