How to encourage your employees to post on LinkedIn
As a Marketing Manager, you beg and plead with your team to post on LinkedIn.
They roll their eyes.
They may indulge you by sharing a blog post from the company page from time to time.
But that’s as much as you can squeeze out of them.
It’s frustrating, isn’t it? You know the value of posting on LinkedIn and the impact it would have on your brand if the whole team did it. But it’s like pulling teeth!
Sometimes, people just need a bit of direction. And adopting an employee advocacy programme is the way to do it.
Employee advocacy can work on any platform but for the purposes of this post, we’re going to focus on LinkedIn. Keep reading to find out more about how to encourage them to do it 👇
Why should you encourage employees to post on LinkedIn?
The rewards for employees posting on LinkedIn are two-fold.
Firstly, they’ll build their own personal brand. It’s said a lot, but people buy from people. Our Co-founder Mark’s, LinkedIn page is one of the main draws of leads for RedSprout. He recently posted about how his LinkedIn videos have enabled us to be a 100% inbound company – buckle up, it’s an eight-minute video!
Your team’s personal brands can be great for business. Say you’ve got a sales team and you’re encouraging them to post regularly on LinkedIn. They’ll start building relationships in a non-salesy way (if they read this blog of ours, anyway), which is a great way to generate leads. Build it, and they will come
Those connections created online help make sales calls warmer, as the person at the end of the call will already know who you are.
Employee advocacy supports your marketing activity too, helping to increase its reach. On average people on LinkedIn have 500-999 connections. So you can imagine the reach your latest news could have if your employees share it with their connections.
According to Social Media Examiner:
- People are three times more likely to trust content shared by people they know than content shared by brands
- People are eight times more likely to engage with content shared by employees than content shared by brands
- People are 24 times more likely to reshare content shared by employees than content shared by brands
- Leads generated by employees convert seven times more frequently than any other kind of lead.
Encouraging your team to post on LinkedIn and build their personal brand will also help them further their careers. And why wouldn’t you want a team of ambitious individuals who you can help on their way?
The benefits of your team building their personal brands far outweigh the risks.
How to encourage your team to post on LinkedIn
First off, you need buy in from the top. If they’re not doing it already, get your management to start posting on LinkedIn more and lead by example. Once they see results, they’ll be more likely to encourage everyone else. They’ll also act as role models and can engage with their employee’s posts.
Secondly, find your champion! Appoint a member of the team to act as a LinkedIn champion. They’ll be able to give support, deliver training and offer day-to-day encouragement to your team. It could even be you! Having someone on the ground, to remind their colleagues to post and offer support will make your employee advocacy initiative work much more smoothly.
Create some guidelines so that everyone’s on the same page about what a good post looks like. And it’s also a good idea to give some ground rules about what not to post. Your business doesn’t want to put themselves in the position that the BBC did with the Gary Lineker tweet.
You might want to give your team some prompts for posts. There’s nothing worse than looking at a blank screen, wondering what on Earth to post. You don’t even need to put much thought into those prompts…
It’s also a nice touch to have some company branding on your employee’s profiles. You could arrange a photo shoot to provide headshots for staff and then create a brand frame for consistency. You could also create a standard profile header image so that your brand is featured on each team member’s LinkedIn profile. This doesn’t have to eat into your marketing budget. Photos taken on someone’s phone and edited in Canva would be absolutely fine.
Should you incentivise your staff to post on LinkedIn?
This is a tricky one because really you want to educate your employees so that they can see the benefits of posting on LinkedIn for themselves. They’re not always likely to do it for the benefit of your business, I’m afraid. But if they can see how it could help their career, then that should be all the incentive they need.
But if you really need to give people a kick up the backside, there are some simple ways you could create incentives.
Monitor engagement and give shout outs to people whose posts do well. Maybe create a post of the week award? You don’t need to have a big prize, maybe just a free coffee, a token gesture to recognise the effort.
At RedSprout, we encourage our team to post on LinkedIn by constantly stressing the benefits and shouting out those that are doing it well. When people feel supported by the leadership team and their colleagues, they’ll feel a sense of belonging and will want to continue that momentum.
If you have the budget, one incentive you could provide is to give your employees access to LinkedIn Learning. There are tens of thousands of online courses available to help your staff learn new skills. This isn’t just a benefit for them, but to your business too. Skills shortage anyone?
Still not sure how to convince your team to post on LinkedIn?
Perhaps you could use a little help to get them excited about the possibilities. We run LinkedIn personal branding workshops for teams, where we support you in encouraging them onto social and help individuals within the team come up with content ideas. It’s practical, actionable and fun! Get in touch to find out more.