According to LinkedIn, 94% of B2B marketers use the platform as their primary content distribution channel. LinkedIn is responsible for more than half of all social traffic to blogs and websites. Generally, most B2B marketers (79%) agree that LinkedIn is a powerful marketing channel.
3 Reasons Why Your Employees Aren’t Sharing Your Content
“I don’t have enough time to share content “
Your employees already have many daily tasks, projects, or responsibilities. These tasks will naturally be their focus and attention.
“I’m Uncomfortable Using Social Media”
Many employees don’t know if LinkedIn is allowed at work. Because they don’t know the company’s policies on social media, employees are uncomfortable sharing information on LinkedIn. Some aren’t keen to be in trouble with their HR department or managers for posting wrong information.
“I Can’t Find The Right Content.”
If they don’t find your content valuable, employees won’t share it with others. Although you may have a large collection of content, it is less likely that your employees will share it if it doesn’t relate to their jobs.
10 Tips to Encourage Employees to Share Your Content on LinkedIn
We’ve just examined all possible reasons your employees might not be sharing your company content on LinkedIn. These are the obstacles you need to overcome and get employees excited about sharing your LinkedIn content.
Demonstrate The Company’s Benefits To Employees
We, marketers, know the benefits of LinkedIn. It’s not likely that your entire company is aware of the benefits.
They must first understand the benefits it will bring to the organization. Your company’s brand will be visible on LinkedIn and attract the right customers, partners, and employees. LinkedIn sharing will promote the strong culture of your company to the rest of the world. This will help you attract future employees that fit into the existing culture.
Next, it is important to describe the positive effects of LinkedIn content sharing for each department or group.
- For Marketing Teams: Increased leads, brand awareness, website visits, and lower customer acquisition costs.
- Sales Team: More conversations with decision-makers, greater potential opportunities, and an increase in their sales pipeline.
- For Human Resources: Attract more people, lower costs of hiring and faster time-to-hire.
- Leadership Team: Enhance brand awareness, increase revenues, and impact on the bottom-line
Make a social media policy.
63% of employees state that their employers don’t have a social media strategy. Having no idea of what they can or cannot share can discourage participation.
These are some things to keep in mind when creating guidelines for corporate social media.
- Confidentiality and Legal: Employees need to know what information is confidential.
- Disclosures: Employees need to know if they must share disclosures when sharing content on your company blog.
- Hashtags Your employees should be familiar with the suggested hashtags they can use to share content on LinkedIn.
- Brand Voice and Tone Is there a corporate tone that they should use?
Offer training on optimizing their LinkedIn profiles.
Only 40 per cent of LinkedIn’s 722,000,000 users utilize it daily. Only 3 million people (or less than 1%) share content every week. This is much lower than other networks like Twitter, Instagram, and Facebook. Also, only 50.5%” of LinkedIn users have a complete LinkedIn profile.
LinkedIn is a popular tool for job seekers. Once they have found a job, they stop using LinkedIn.
Install the Employee Notifications feature on your company’s LinkedIn Page
Let’s say your LinkedIn company page is already sharing content on LinkedIn. This is the case.
It’s the Email Notifications feature. This feature automatically lets your company notify employees about any new company posts.
You have the option of notifying your employees each time you update your LinkedIn page. All your employees will be notified once you click the Notify Employees button.
LinkedIn Teammates Feature
The Teammates LinkedIn feature is relatively new. It allows users to keep up with updates from their colleagues and managers. LinkedIn studies show that users are 60% more likely than other connections to interact with content from coworkers.
Ask employees for content on your company’s LinkedIn page.
Lack of enthusiasm by employees is why many employee advocacy programs fail. Marketing keeps asking employees to comment and share, leading to a one-sided stream. It tends to lose its initial excitement and engage quickly.
We encourage you to continuously engage your brand advocates and other employees to ensure maximum participation. Invite them to join you on LinkedIn and share your ideas.
Here are some ideas to encourage employees to join company LinkedIn Pages
- Updates / Posts: Highlight employees’ roles, work culture and day-to-day operations.
- SMEs Interview your employees with domain expertise and share the interview via your company page.
- Team Events Encourage them to share photos from their latest outings.
- Webinars If one of your employees has presented a webinar, or spoken engagement, ask for video content.
- Customer feedback: Your support team will be filled with stories about happy interactions with customers. Could you encourage them to share their stories?
Asking your employees to share content and ideas is a way to create a sense of purpose. Engaging with your employees in this way will increase workplace engagement. Your LinkedIn Page will be ignored by employees and become yet another marketing tool.
It’s easy to share content.
Your employees should find it easy to find the right content for sharing. You can also remind them to share new content you find interesting and useful.
These are just a few suggestions to help your employees have easy access.
- Email: The majority of employees use email to communicate with each other. It is used by some companies to communicate with employees or to share important company news.
- Company Intranet Larger companies may have an intranet that houses all information about the company, employee handbooks, and content.
- Newsletters or Blog Notifications: Many companies encourage employees to sign up in their company newsletter. They are notified whenever a new article appears.
- Employee Advocacy platform: This platform is a central hub that provides relevant content to employees and makes it easy to easy-to-share. All content has been preapproved to ensure that employees share the correct posts on social media.
Whatever method you choose to help employees post to LinkedIn should be easy to use straightforwardly.
Email newsletter with content
This was briefly covered above. Instead of sending email notifications to your employees for every new blog post, send them a weekly digest containing your most important content.
These are some things to keep in mind when you send an internal email digest:
- Segmentation Ideally, you would like to segregate the content by industry or role. You could have different sections for Engineering, Sales and Marketing. Your employees will only share information relevant to their role and their audience.
- Shareable Links: The newsletter integrates social media to make it easy for subscribers to share the newsletter on LinkedIn and other networks.
- Mobile-friendly studies show that 7 – 8 am the best time to engage with LinkedIn. This is when most employees commute to work. Your email digest should be mobile-friendly.
Use the Employee Communication Tool to distribute content to employees.
Slack and Microsoft Teams are excellent tools for employee communications. Slack has 12 million daily active users, and Blueprint to Employee Advocacy provides more information about enabling employee advocates to share content via social networks such as LinkedIn.