LinkedIn. Be honest about your content. In
fact it’ll probably hurt your communication
efforts more than anything if people find
your headline to be misleading.
However, that doesn’t mean it’s clear to
post content that’s 99% industry jargon.
Moderation is key here. Communicate and
display your brand personality but don’t
force readers to put effort into reading your
posts like it’s their job. Keep it short and
adequate for easily consumable content
for busy professionals on the go.
Employee Engagement
Your organization is full of brand
ambassadors. Who are they? Your
employees. By adding your company
to their profile they will be recipients of
the company messaging, so encourage
employees to show where they work in
their profile details.
Also employees already have a connection
to the company and have been shown to
be more likely to like and share company
published content. This can be a great
boost to your company’s post reach and
it also holds the possibility of assisting
recruitment efforts by increasing the
appeal of your company to job seekers.
The further reach you have the more likely
your posts will reach the eyes of decision
makers and those who have the power to
determine what a company will and will
not buy.
However, there are some challenges to
this. Employee engagement is the least
controllable element of a strategic LinkedIn
x2logisticsnetworks.com
plan. Some employees might not be on
LInkedIn and some uninterested. I know
I’ve heard a few times, “LinkedIn is boring.”
Even once I was told this by a person
interviewing for a Social Media Manager
position (Tip: Don’t do that). This is an
obstacle that I’ve had the experience of
dealing with, but eventually some of the
individuals who didn’t hold the slightest
interest for LinkedIn are now heavily
engaged with the network. What it took
was some education on what LinkedIn is,
how it works, and what can be in it for the
user (some good old WIFM) by having and
using a profile.
On the other hand some employees have
a different opinion of LinkedIn and extract
value from the individual business leaders
they follow and the posts from companies
(like yours) that help them perform better
for the benefit of your business. These
are the types of individuals who can
help educate those who are resistant
to LinkedIn and maybe just don’t quite
understand it can be for everybody and
not just CEO’s and Directors.
On a final note, remember that LinkedIn
has a very different tone than other social
networks. Both individuals and companies
need to learn how to differentiate LinkedIn
from other social media platforms.
Relevant content can boost engagement
and increase for established companies,
or even create an audience for newer
businesses. Tailor your content to the
platform and the audience you want
to reach.