So, I was chatting with Declan the other day about something that’s been on my mind a lot lately: how to really harness the power of LinkedIn for business growth. Not just through the usual company page updates and paid ads, but through something much more authentic and impactful: our employees. We were bouncing ideas around, and it got me thinking – what if we could turn our team into a force of nature on LinkedIn?
“Declan,” I started, “Imagine if everyone in the company, from marketing to customer service, was actively sharing their insights and expertise on LinkedIn. Think of the reach!”
Declan, ever the pragmatist, raised an eyebrow. “Sounds good in theory,” he said, “but getting people on board with that is a whole other ball game. Time commitment, privacy concerns… I can already hear the objections!”
And he was right. The first hurdle is always addressing those anxieties. So, how do we get past those objections?
Addressing the Elephant in the Room: Overcoming Employee Hesitancy
Declan’s point was spot on. To build a successful employee advocacy program, we need to acknowledge and tackle those common concerns head-on:
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Time Commitment: This is a big one. No one wants to feel like they’re being asked to do extra work on top of their already busy schedules. The solution? Make it easy. Pre-approved content is key. Create a library of articles, blog posts, infographics, and even short video snippets that employees can easily share with a few clicks. Tools like Hootsuite Amplify or similar platforms can be invaluable here, allowing employees to quickly access and share curated content. We also need to emphasize that even sharing one or two pieces of content a week can make a difference.
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Privacy Concerns: Some employees might be wary of sharing work-related content on their personal profiles. Reassure them that they have control. They decide what to share, and they can always opt-out. It’s also important to have a clear social media policy that outlines guidelines for online behaviour and protects both the company and the employee. Training is essential here.
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Fear of Negative Feedback: What if they say something wrong? What if someone disagrees with them? Address these fears by providing training on how to engage professionally and respectfully online. Offer support and guidance, and encourage them to focus on sharing their expertise and insights rather than getting into arguments. Create an internal feedback loop so they can share their concerns and receive constructive criticism.
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Perceived Lack of Expertise: Some might feel they don’t have enough knowledge to share anything worthwhile. This is where showcasing diverse roles helps. Everyone has unique perspectives. Promote internal knowledge sharing events so people can grow and feel confident.
Building a Robust Advocacy Program: Key Strategies
Once we’ve addressed those concerns, it’s time to build the actual program:
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Provide Training & Resources: A one-off email isn’t going to cut it. We need ongoing training on LinkedIn best practices, content creation, and engagement strategies. Think webinars, workshops, and readily available resources.
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Incentivise Participation: Recognition is powerful. Highlight employees who are actively participating and making a positive impact. Consider implementing a points-based system where employees earn points for sharing content, engaging with posts, and generating leads. These points can then be redeemed for rewards, such as gift cards, extra vacation time, or professional development opportunities.
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Lead by Example: Leadership needs to be visibly active on LinkedIn, sharing their own insights and engaging with employees’ posts. This demonstrates that the company values employee advocacy and sets the tone for the entire organisation.
Using LinkedIn to Generate New Business: Engagement is King
But an advocacy program isn’t just about broadcasting company content. It’s about genuine engagement and understanding the target audience. When I mentioned this to Declan, he asked how this looked in practice. Let’s break it down:
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Know Your Audience: Before sharing anything, we need to understand who we’re trying to reach. What are their pain points? What are their interests? What kind of content do they find valuable? Encourage employees to research their target audience and tailor their content accordingly.
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Engage Thoughtfully: Don’t just share and forget. Encourage employees to actively participate in conversations, ask questions, and provide valuable insights. Respond to comments and messages promptly and professionally. The key is to build relationships and establish themselves as trusted advisors.
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Share Diverse Content: While pre-approved content is important, encourage employees to share their own perspectives and insights. They can write blog posts, create videos, or share relevant articles from other sources. The more diverse the content, the more engaging it will be.
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Showcase Success Stories: Highlight real-life examples of how the company has helped clients solve their problems. Share case studies, testimonials, and success stories to build trust and credibility.
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Use LinkedIn Groups Strategically: Encourage employees to join relevant LinkedIn groups and participate in discussions. This is a great way to connect with potential clients and establish themselves as thought leaders.
The Takeaway
Ultimately, a successful employee advocacy program hinges on buy-in. Employees need to feel valued, supported, and empowered. By addressing their concerns, providing adequate training, and recognising their contributions, we can turn them into powerful brand ambassadors who can significantly expand our company’s reach, build trust with potential clients, and drive new business on LinkedIn. And as Declan quite rightly said, a pragmatic approach based on people feeling part of the process is the foundation. If it is perceived that they are merely a mouthpiece, the whole programme will come apart!
