You think in terms of content, see great business stories everywhere. That’s part of your job. But not everyone is good at creating content for your company. How do you help your colleagues tell their story on LinkedIn?
You probably have colleagues who are very good at their profession, but don’t say much about it. And certainly not on LinkedIn. Ask them at a Friday afternoon (zoom) drink what they actually do and then they let loose. What passion and craftsmanship. And proud of their contribution to the company. But to share that online? Then they close. Or there will be an “Oh yeah? I can do that sometime.” But it doesn’t happen. Or far too little. Why?
There are several reasons why colleagues post little or nothing on LinkedIn:
- They don’t dare, because then everyone will see it
- “What should I write about?” is a frequently asked question
- No time
- No inspiration
- Who is waiting for my message?
Lack of time and inspiration
Time and inspiration, those are big issues when it comes to becoming active on LinkedIn. You cannot give your colleagues time. You can save time (and stress) by creating messages for your colleagues. And now you can even have them ready for them to install so easily.
Active together on LinkedIn
Making your employees active on LinkedIn is easier with the My Company tab. With this ‘behind the scenes dashboard’ employees find news about their colleagues and popular posts in one place. Here colleagues can connect with each other and with the organization. Originated in this time where many people work from home and therefore have less connection with colleagues. Certainly in larger organizations it often happens that you do not know many colleagues. Never mind that you have a LinkedIn connection with them.
Research shows that colleagues respond more quickly to a message from a colleague and more often share a message from their own organization. People prefer to read messages from other people than from companies. Those employees therefore play an extremely important role on LinkedIn.
Unlock the most powerful community on LinkedIn — your employees.
As an organization you can take advantage of this by using the My Company Tab or My Company. The guideline was that you should have 200 employees. As you can see below, it is now also possible with fewer employees. But of course there must be some colleagues for this dashboard.
What can you do with the My Company tab?
- Here you will see popular messages from employees. Very easy to respond to that.
- Milestones such as new or many years of service, promotion, et cetera (see above at Frankwatching today).
- Profiles of colleagues you have not yet linked with. “Hi colleague, I see that we are not yet linked. I work at… Which department do you work in?” The talk you might otherwise have at the coffee machine. Easy to have a large colleague network if you have a business question.
- As an administrator, you can prepare messages behind the scenes: ‘Recommend to employees’.
All LinkedIn options to network internally and to communicate your company message together.
Recommend for employees
As an administrator, you normally place the content directly on the timeline. With the My Company Tab you can prepare a message behind the scenes so that your colleagues can place it on their timeline.
All they have to do is click on the post and confirm that they want to post it on their own timeline.
That can be exactly the text as you have created it, but your colleague can also adjust the message a little bit to suit his or her expertise or style.
You choose a relevant text that is already well formatted
- This way it is readable (scannable).
- Trigger the first few lines to click ‘Read More’.
- The right people and/or companies are tagged
- You’ve listed your community hashtags at the bottom.
- The image you have chosen matches your appearance and will provide stopping power. It’s not a stock photo, but probably a photo of your colleagues at work.
- The correct link is in it (or you have deliberately chosen a different CTA so that this post better passes the algorithm check).
- You can also facilitate colleagues in another language.
Lack of inspiration yourself? Then check out this checklist for content creation.
I am often asked which language you should use on your company page if you have an international target group. You can prepare messages in different languages, so that colleagues from those countries can pick up this message. Then the languages will not be on your LinkedIn company page, but it will be distributed by the colleagues who operate in that country or language.
How do you prepare messages for your colleagues?
- As an administrator, you go to the Content tab. There you will find ‘Recommends for employees’
- Make your post there as if you are going to post this yourself: with image, tags and hashtags.
- Then click on Recommend.
Then it is ready to be picked up by colleagues.
They will find the message under ‘My Company’ (if they have linked to the LinkedIn company page on their personal Experience profile).
I still have it slightly modified (you can read that here). But it was easy with image and link and the right text.
You can also see how often the message has already been picked up. It’s totally fine if it’s posted by more people. No point at all, especially not if someone adds something personal from their own field.
Point out this option to your colleagues. Have them regularly check My Company to respond to amounts from other colleagues, to connect or to post a message that you have prepared.
How do you inform your colleagues?
What is the most common and effective way in your organization to inform everyone? You use that channel anyway. Below are some options:
- Mention it in the internal newsletter
- Create a LinkedIn group post where you regularly indicate that you have posted something.
- Share it in a WhatsApp group message
- Send out an email in a fixed format with what will be posted on LinkedIn in the coming week.
- Put the social media / LinkedIn section on the agenda of your weekly or monthly meeting
- Post a weekly or monthly plan on the bulletin board in the cafeteria.
See what works for you. Try it out, ask the people.
One more thing about the algorithm
In any case, ask your colleagues to like the messages on the timeline that you have posted and to add a subject-oriented response. Liking and commenting is better valued by the algorithm than sharing. With a comment you give the co-readers of the comments more information about you as a professional. You can hear more about the LinkedIn algorithm in the podcast about the LinkedIn algorithm.
For example, with a vacancy you can indicate which projects the new colleague will be working on, with whom he will join the team, which quirks you have or which onboarding courses your new colleague will receive. Isn’t that a warm bath right away? More people will respond to that than just ‘nice vacancy’.
Check your stats
Is your team actively participating in content posting? Then check who you are reaching with that. You can see extensively in your statistics which companies have responded, which functions and what seniority level they have.
That way you don’t have to do it alone. Involve your colleagues. They like to share their story if they know how to do it and above all; if it doesn’t take too much time.
Source: Frankwatching by www.frankwatching.com.
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