I get it: you built it and no one came– and now you’re confused and frustrated. I’m talking about your LinkedIn Company page (and showcase pages!), which you optimized to perfection. You’d like to kick back now and bask in the glory of these optimized pages. But if you want a steady stream of followers and leads, you need to continually stay active by not only sharing great content on your page, but also reaching out to your target audience.
Unlike other social media channels like Twitter or Instagram, you can’t simply follow another company page in hopes they will follow your company back. So, what approach should your business take? Good news: once you’ve mastered the basics of page optimization, there’s no need to spend hours every day fine-tuning things. Employing a smart, strategic approach to engagement means you can hack your way to growth in no time at all. And this starts by harnessing the power of employee advocacy.
Employee Advocacy: Why the Whole Team Needs to be Involved
Genuine engagement happens between people, not businesses. For every post that's shared, employees receive, on average, a 2x higher click through rate than when the same piece of content is shared through an official company channel, reports LinkedIn. This impact is amplified as company size increases. Companies with more than 10,000 employees had click through rates jump by 2.4 percent. The takeaway is pretty clear here: your employees need to be sharing content.
As part of your social media planning process, identify influencers within your company and create a weekly sharing schedule. You don’t want the same employee to be blasting out messages on the daily– this will come off as spam and could hurt their credibility. Instead, reach out to a select group of employees and ask them if they would share updates on their personal feeds once per week. Vary the days for distribution throughout the week.
Mastering Tone and Voice: Authenticity Matters
Remember, the way this content is shared matters too. If it sounds like your employee just copied and pasted some corporate speak into their post, rather than using their own voice, it will immediately alienate their audience. Do offer guidelines and suggested blurbs for posting, but encourage your employees to give updates a personal spin, as long as that spin is still on message. For example, maybe your employee has a unique insight into a recent industry trend due to a project they’ve been working on for your company. Work with your employee to shape LinkedIn posts that reflect their personal experience and opinions on the top, but still align with your company’s overall message.
Thought Leadership: Help Your Employees Help Your Business– and Vice Versa
Today's job market places a huge emphasis on personal branding. Employees want to grow their personal brand and reputation within the industry, but many aren't sure how to get started. LinkedIn is a natural place for your employees to do this. As you build out a social media sharing program for your employees, think about opportunities for engaging your employees in authoring blog posts and white papers. Can your marketing department work with a team of several employees to create a white paper on major industry trends? You can then atomize the content in this white paper into smaller "teaser" pieces that your employees can share over LinkedIn– with a link back to your company page to download a free copy of the white paper. This drives company page engagement on LinkedIn and elevates your employees' own reputation within the industry: a win-win for you both!
While there’s some initial time investment in setting up a company thought leadership campaign over social media, once you get the ball rolling, it takes less than 30 minutes a week for you (and your team) to post updates on LinkedIn. To boost employee buy-in, explain to your team that this is about building their industry reputation too.