Why your company content needs you – the importance of employee engagement on LinkedIn
Did you know that unlike a personal post, any content posted from a company page on LinkedIn will only be seen by the page followers? This is one of the the key reasons your marketing team are always asking you to like, share or comment on content. Without you the potential for company content is limited. Employee engagement and social amplification are the best ways to get your content seen and grow the page following.
On average, employees have 10 times more social media connections than their company has followers. In addition, content shared via employees consistently generates at least a 2x higher click-through rate than the post shared from a company pages. As a result, getting your team engaged and using LinkedIn can have a positive impact on the visibility of the company.
Why care about LinkedIn?
LinkedIn is all about building a professional network and the platform centres itself on building relationships. Engaging with even the tiniest segment of the 756 million LinkedIn users can have significant impact on your visibility as a company and individual.
Interaction is key
LinkedIn rewards interaction and engagement. LinkedIn’s algorithm takes interaction as an indicator that users are interested in a certain post and that the content would be valuable to share with a wider audience. Likes, shares, and comments operate as indications to LinkedIn that content is good.
In practical terms, this means that LinkedIn will feature the post in the feeds of those whose connections interact with it, or simply put, if I like something then my connections will see the post in their feed. In addition, the post may feature more prominently in relevant groups and hashtag search results. As a result, it’s through the initial and subsequent interactions (one of my connections then likes the post and it’s then shared with their connections…) that visibility grows. When done successfully it is also possible for posts to ‘go viral’ and break out of your immediate follower networks when interaction grows exponentially.
So how can we help make this happen?
Employee engagement is central to ensuring that you are maximising your potential interactions, unlocking new audiences and keeping your posts alive.
Not only does a strong employee response to LinkedIn posts demonstrate that staff are invested in the success of the team, but by interacting with posts, they in turn share the content with their own followers, thereby further widening the net of potential interaction.
So what can you and your team do?
Encourage likes and comments on company posts from your team.
When sharing, make sure you are adding text that indicates to your followers why you are interested and why they should be too.
Demonstrate real interest in what your company is sharing. Was it ‘great to be a part of the project’ or are you ‘proud to have achieved such fantastic results’? Then share that with the community.
Stage sharing amongst colleagues over the following days to extend the longevity of posts.
Avoid cannibalising posts (sounds dramatic but it just means when engagement is drawn to a shared version of the post at the detriment of the original), especially in the first few days of posting.
By putting a real focus on employee engagement, you can make a significant impact on the reach and longevity of your posts without making any changes to content or diving into the realms of paid advertising. With these simple steps you can make the most of the valuable connections of your team as a springboard to greater visibility and interaction potential.
So why not have a talk with your colleagues and discuss the importance of engaging with company posts? Make sure you’re not missing out on unlocking your true LinkedIn potential.
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