According to LinkedIn, even though only around 2% of employees re-share the content that their companies share, they are responsible for 20% of the overall engagement that content receives.
Employees are powerful amplifiers of brand content on social media. We know that employee shares also have a better reach: according to MSL Group, brand messages reach 561% further when shared by employees versus the same messages shared via official brand social media channels.
Employee Advocacy, then, is clearly something worth incorporating into your company culture.
And, because one of the key success factors in social advocacy is being able to access relevant content, LinkedIn is a great platform for linking employees with just this content.
Here are 3 of the best LinkedIn tools for skyrocket your Employee Advocacy Success:
Elevate is LinkedIn’s employee-focused interface, a paid advocacy platform enabling content curation, recommendations of relevant and trending topics, and metrics which can be used to track the performance of their advocacy.
Because LinkedIn Elevate has the power of the LinkedIn platform behind it, organisations can hit the ground running with their advocacy program. Elevate provides a list of the most social employees so that they can help drive adoption of the advocacy program. It then targets other employees with feed updates and InMails to remind and engage them.
With daily, targeted content suggestions, Elevate makes advocacy easy for employees.
LinkedIn Company Page
LinkedIn Company Pages are more powerful than ever and provide an excellent additional method for gathering followers and being able to track brand mentions. But they’re also useful from an employee advocacy perspective. With a Company Page, you can showcase your company as a whole, even if you are at the start of your advocacy journey and only have a small number of brand champions.
Because you have to meet certain requirements before you’re allowed a Company Page, such as an email address with a unique domain, they have instant credibility and mean that your business cannot be confused with any other.
By encouraging your employees to add your Company Page to their personal profile, you can capture their likes, shares and comments and instantly expand your reach and visibility on LinkedIn.
There’s an important element of employee advocacy that is often overlooked. You can use all the tools in the world and have the best content to share but if you don’t walk the walk and invest in your employees, you’ll never make true advocates of them.
Employee Advocacy is born from mutual respect, shared values and a feeling of being a part of the bigger picture, which is why it links so closely to recruitment and retention rates. Happy, engaged employees will refer and recommend their employer and it’s proven that referral recruitment is cheaper and quicker for businesses.
One of the best ways to make employees feel valued is to invest in their personal development. LinkedIn Learning provides expert-led courses on thousands of topics and provides the opportunity for an organisation to employ continuous learning through the LinkedIn platform.