Why the Employee Voice is Key to Your Brand’s LinkedIn Success.
The power of the employee voice on LinkedIn should not be underestimated.
People are 3 times more likely to trust company information from employees than from the CEO and on average, employee re-shares of company content have a click-through rate of 2.1 times that of the original company status update (source).
Research has shown that LinkedIn is 277% better for lead generation than other social networks (source), and as brands strive to drive new business through the channel, they can often be blind to the fact that their employees hold the key to increased reach.
There still remains a great disconnect between companies and their employees when it comes to LinkedIn. This perhaps stems from a fear that encouraging employee activity on LinkedIn will lead them to discover job opportunities elsewhere – which is a regressive view to take.
By driving employee engagement on LinkedIn, you begin a real conversation on how valuable your team is in helping to grow future business, share company news and expand business networks. Emphasising the individual benefits of a strong LinkedIn presence alongside your wider business goals will help to motivate people into action – whether it’s building relationships within your network, staying up to date with industry insights, gaining recommendations from colleagues or sharing knowledge.
All it takes is 15 minutes a day to stay connected and present. Ask your team to schedule time in their calendars every week to give LinkedIn a little TLC – why not share this 15 minute breakdown with them to get the ball rolling:
Login to LinkedIn and check your pending requests. Accept or reject based on a quick search.
Click to see who’s been looking at your profile. Make contact with interesting prospects and clients by sending a personalised connection request, or reconnect with people in your network.
Engage via message or comments. Use this time to connect with people you have recently had contact with and always remember to personalise your messages.
Engage via likes or comments on items in your feed such as company updates, colleague’s promotions, new roles, or departures.
Browse LinkedIn groups to see if there’s a discussion you can add to. Participating in groups dramatically increases your visibility.
Encouraging your employees to be active on LinkedIn is key to achieving greater reach – if they engage with your content on a regular basis, your network will start to listen to what you have to say.