The power of employee advocacy on LinkedIn for increased engagement

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26 Sep 2023  •   4 minutes read

Author: Admin

The Power of Employee Advocacy on LinkedIn for Increased Engagement

LinkedIn has become the go-to platform for professionals looking to connect, network, and showcase their expertise. With over 675 million users worldwide, it offers a unique opportunity for businesses to build their brand, generate leads, and increase engagement. While companies often focus on their own LinkedIn presence, they may overlook the power of employee advocacy in driving higher engagement rates.

Employee advocacy refers to the promotion and support of a company’s brand and content by its employees. When employees actively engage with and share company updates, they become powerful brand ambassadors, expanding the reach and impact of the company’s message. In fact, according to LinkedIn, content shared by employees receives 8 times more engagement than content shared through branded channels.

The Benefits of Employee Advocacy on LinkedIn

Employee advocacy on LinkedIn offers numerous benefits for both employees and the company as a whole. Let’s explore some of these benefits:

1. Increased Reach and Visibility

LinkedIn’s algorithm prioritizes content shared by personal profiles over branded pages. This means that when employees engage with and share company updates, the content is more likely to appear in the feeds of their connections. This significantly increases the reach and visibility of the company’s message, reaching a wider audience and potential customers.

2. Authenticity and Trust

People trust recommendations and content shared by their connections more than they trust branded content. When employees share company updates, it adds a layer of authenticity and trust to the message. Their personal connection and endorsement of the content make it more compelling and credible, increasing the likelihood of engagement from their network.

3. Thought Leadership and Expertise

LinkedIn is a platform for professionals to showcase their expertise and establish themselves as thought leaders in their industry. When employees actively engage with and share industry-related content, it positions them and the company as knowledgeable and influential in their field. This enhances the company’s reputation and attracts the attention of potential customers and partners.

4. Employee Engagement and Satisfaction

Encouraging employees to engage on LinkedIn not only benefits the company but also the employees themselves. By sharing company updates, employees feel more connected and engaged with the company’s mission and values. It gives them a sense of pride and ownership in their work, leading to increased job satisfaction and employee retention.

Strategies for Driving Employee Advocacy on LinkedIn

Now that we understand the benefits of employee advocacy on LinkedIn, let’s explore some strategies to encourage and drive employee engagement:

1. Create a Culture of Advocacy

Building a culture of advocacy starts from the top. Company leaders should lead by example and actively engage on LinkedIn. By sharing their own insights and company updates, they set the tone for employees to follow suit. Additionally, provide training and resources to educate employees on how to effectively use LinkedIn and leverage it to benefit their personal and professional growth.

2. Share Engaging Content

To encourage employees to share company updates, it’s important to create and share engaging content. This can include industry insights, thought leadership articles, company news, and success stories. The content should be relevant, informative, and provide value to both the employees and their network. By sharing content that resonates with their connections, employees are more likely to receive higher engagement rates.

3. Provide Incentives and Recognition

Recognizing and rewarding employees for their advocacy efforts can go a long way in driving engagement. Consider implementing an employee advocacy program with incentives such as bonuses, recognition in company newsletters, or even special LinkedIn badges. By acknowledging and appreciating their efforts, employees are motivated to continue advocating for the company.

4. Offer Training and Support

Not all employees may be familiar with using LinkedIn or may need guidance on how to effectively engage and share content. Offer training sessions or workshops to educate employees on LinkedIn best practices, content creation, and engagement strategies. Provide ongoing support and resources to help them navigate the platform and maximize their impact.

Measuring and Tracking LinkedIn Engagement

To assess the impact of employee advocacy on LinkedIn, it’s important to measure and track engagement metrics. LinkedIn provides several tools and features to help monitor and analyze engagement. Here are some key metrics to consider:

1. Post Engagement

Monitor the engagement on individual posts shared by employees. This includes likes, comments, and shares. Analyze the content and format that receives the highest engagement and replicate those strategies in future posts.

2. Profile Engagement

Track the engagement on employee profiles. This includes profile views, connections, and endorsements. A higher profile engagement indicates a stronger personal brand and influence, which in turn benefits the company’s reputation.

3. Company Page Engagement

Analyze the engagement on the company’s LinkedIn page. This includes likes, comments, and shares on company updates. Compare the engagement on employee-shared content versus branded content to determine the impact of employee advocacy.

4. Audience Engagement

Monitor the engagement from the audience reached through employee advocacy. This includes likes, comments, shares, and profile views from new connections. By understanding the engagement from the extended network, you can identify potential leads and opportunities.

Conclusion

Employee advocacy on LinkedIn is a powerful tool for increasing engagement and expanding the reach of your company’s message. By encouraging and supporting employees to actively engage and share company updates, you can tap into their networks and leverage their influence. Remember to create a culture of advocacy, share engaging content, provide incentives and recognition, and measure the impact of employee advocacy through relevant engagement metrics. With a well-executed employee advocacy strategy, you can significantly boost your LinkedIn engagement rate and drive business growth.

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