Transform Your Employees into Brand Ambassadors with a LinkedIn Engagement Program
So, you’ve set up your LinkedIn company page, you’re posting regularly, you’re building connections, but you’re still not seeing very much engagement.
That could be because you’ve overlooked one crucial piece of the puzzle: your employees.
Do you have an established program that rewards employees for engaging with the company over LinkedIn? Do you have a social media policy that breaks down the guidelines for these interactions?
If not, it may be worthwhile to get started on a LinkedIn Employee Engagement Program. Happy employees make the best brand advocates, and, through LinkedIn, your employees can help you to show just what it is that makes your business an awesome place to work.
The Benefits of a LinkedIn Employee Engagement Program
LinkedIn’s data offers some insight as to just why it’s so important to get your individual employees involved in your business’s LinkedIn efforts:
- Your employees have a network that is, on average, 10 times larger than your company page’s follower base. That means the more employees who get involved with your company page, the larger your potential reach.
- Content has a 2 times higher engagement rate when it’s shared by employees, and that makes sense. People like being able to put a face to the brand. If something is recommended by a person they know, they’re more likely to trust it.
- Companies with high levels of employee engagement are 58% more likely to attract talent.
Convinced? We hope so! With numbers like that, we don’t think it’s an overstatement to say that getting your employees involved on LinkedIn is essential for your social media strategy.
How to Establish a LinkedIn Employee Engagement Program
It’s not enough to just send out an email blast asking for content or telling your employees to go check out the company page.
Let’s be honest, your employees have a lot on their plate already, and they may not be keen on taking on more work. Also, if your employees aren’t especially social-media-savvy, they may not even know how to get involved in the first place.
That’s why you need a formalized program that educates employees on how to engage with the platform and rewards them for their efforts. So, if you want to drive higher levels of engagement to your LinkedIn company page, it’s time to get serious.
Here are the 3 steps you should take to build your LinkedIn employee engagement program:
1. Give your employees a reason to get involved.
“What’s in it for me?” Although most people aren’t bold enough to say it out loud, this is probably the first question that’ll comes to mind for most employees. It’s a fair question. Like we said, everyone’s busy, and the thought of taking on even more work can seem tiresome, especially when they aren’t able to directly see the benefits. So, give your employees a reason to care by not only offering company incentives, but also outlining the personal benefits they can expect from participating.
Set up a small reward program for employees who submit content for the page or who get a certain number of likes/comments for the month. It doesn’t have to be a grand prize, but a little recognition is always appreciated!
As for the personal benefits of being an engaged company advocate, having an active LinkedIn profile can be a great way to build their professional network, and publishing content can help them build their own person brand as an influential industry leader.
2. Create a formal policy for using LinkedIn, and educate your employees on best practices regarding social media.
Before your employees start posting about your company online, make sure they know what is and isn’t okay to share. One employee’s careless post could reflect poorly on your entire company. You can even assign a “LinkedIn Leader” to whom other employees can come with questions or check whether or not something is suitable to share.
Also, depending on your employees’ level of comfort using social media, you may want to also take the opportunity to hold a workshop that outlines the basics of LinkedIn. Employees can take the opportunity to connect with one another, review each other’s profiles, and offer suggestions for improvement.
3. Outline easy ways for employees to get involved.
Not every one of your employees has the same skill set. Maybe someone in your company is a fantastic writer. Maybe someone else has a great eye for photography. Give your employees suggestions for different ways they can get involved—whether it’s writing a long-form blog post, submitting pictures from a company event, or even just sharing a post. Don’t force everyone to take the same approach. Variety, after all, is the spice of life (and social media)!
You’ll also want to create an easy way for employees to promote your brand through their personal pages. A branded hashtag is perfect for employees who want to create content for their personal page while also representing your brand.
Building an effective employee engagement program truly is a win-win for both you, as the employer, and your employees. Stronger personal brands for your employees translate into a stronger company brand. So, give your employees a reason to get involved, and watch your LinkedIn company engagement rate soar!