Hailed as the largest professional network in the world, with 27 million users in the UK LinkedIn is arguably the most relevant social network for B2B.
There is a misconception that it is mainly used by recruiters and sales individuals who use the platform to connect to anyone and everyone, and then spam them with their mostly irrelevant content. Whilst there may be a few individuals who follow this strategy (if you can call it that), it is unlikely that this approach leads to ongoing success to generate new business. When used right, LinkedIn can help to manage relationships, raise brand awareness and generate leads – so it’s a tool that professional services firms shouldn’t ignore.
Those businesses that have an effective LinkedIn strategy and presence are those that have an engaged workforce who understand how they can support and amplify their company’s efforts on the platform.
Why staff should get involved
Quite simply, because employees and associates are ideally placed to spread the message. They may already have a network of relevant contacts in place or existing clients that would benefit from reading a certain blog post or finding out about company news. By being proactive in sharing content they are providing their network with relevant information which, aside from being useful to the individual, will keep the company at the forefront of people’s minds to either use for themselves if needed, or to recommend to their contacts.
Each time a post, video, update or blog post is shared, the message gets amplified – therefore ensuring a greater reach with people who could use the company’s services in future.
How can staff get involved
So now that we’ve looked at the reasons why employees should engage more on LinkedIn, here are some useful steps to get the most out of the platform:
- If there is no existing profile yet, set one up
- Make sure the individual profile is up to date, contains a professional photo and links to the company website, you can find some more tips here
- Like and follow the company page on LinkedIn
- Connect to your existing clients and prospects. Include a personalised connection request
- Invite your connections to like the company page
- Whenever you see a relevant post in your newsfeed from the company page, like and share
- Tag connections in posts (whether they’re your own or someone else’s) where appropriate
- Join groups such as Chambers of Commerce, networking groups, business associations and other local or industry groups
- Monitor and participate in discussions, comment or share content when relevant
The above steps will not only help increase the company followers but also help to position the individual as a thought leader and generally helpful individual.
If staff are hesitant to get involved it might be worth having LinkedIn Champions within the organisation who can lead by example, share best practice alongside tips and tricks.
The LinkedIn Algorithm
You may have heard about social media algorithms. In a nutshell, they are complex formulas that decide who sees what on their newsfeed, and they are changed on a regular basis.
For LinkedIn, the algorithm prioritises native content and engagement in the form of likes, comments and shares. This means that a post might be shown to a small audience first, and once it’s deemed relevant and of interest, it is then shown to a wider audience (2nd and 3rd degree connections). LinkedIn likes to see native content such as articles, videos, pictures, rather than linking to one’s own website all the time.
When you publish updates from your Company Page they also appear on your public page, allowing your content to be indexed by Google. The more frequently you share content your followers engage with, the higher your Company Page will appear in search results.
Here at Consortium we can provide training sessions on how to get the most out of LinkedIn. Please contact us on 01903 530787 or firstname.lastname@example.org.