Research shows that increasingly consumers no longer trust brands. According to the 2020 Edelman Trust Barometer Report, more people trust a regular employee (54%) than a CEO (47%). This increases to 68% when it comes to trusting a company’s technical expert.
Even household brands are associated with their leaders – Amazon and Jeff Bezos, Virgin and Richard Branson, Tesla and Elon Musk, Berkshire Hathaway and Warren Buffett. Who do we prefer to listen to, watch and read? The people behind the brand or marketing and PR?
The fact of the matter is that we seek out content from experts not generalists for answers to our questions – the nutritionist who works for a supplement company, the tax expert for advice on planning our finances, and the family lawyer to draw up a prenuptial agreement. Superficial content is so easily accessed via a Google search that we are seeking in-depth advice from reputable sources.
Brand Positioning on LinkedIn
As a LinkedIn consultant with over a decade of experience, I see a woeful use of LinkedIn Company Pages. Research shows that we are more likely to trust the average Jo or Jane in a company, particularly people we know.
The majority of employees will be associated with their company’s LinkedIn Company Page, so it pays to ensure their profile is optimised and that the content they share reflects well on the organisation.
If a marketing director considers LinkedIn personal profiles are important, they should also pay close attention to their LinkedIn Company Page. Frequently a LinkedIn Company Page will appear at the top of Google when a company’s name is searched for. It is not simply the description that matters, it’s the professionalism of the content and the level of engagement by the employees.
This image shows the importance of your employees to your LinkedIn Company Page posts’ reach and engagement. The results are not simply vanity metrics. Asking employees to share posts which include career opportunities save on recruitment costs. In addition, engaged employees increase job retention numbers.
Explode the reach of your content
LinkedIn is introducing new features to Company Page with the introduction of the My Company tab. Making content creation, sharing and engagement easier to achieve, use of My Company features will explode the reach of your content. For a company with 200 employees, their LinkedIn Company Page might have 2,500 followers. Their employees are likely to have a total of 100,000 followers/connections – 40x the audience.
Recommendations for Optimising your LinkedIn Company Page
Here are the steps needed to set your LinkedIn Company Page management up for success:
- Revisit your LinkedIn Company Page profile and review your description, banner image, strapline and button.
- Include Showcase pages where appropriate
- Ensure all employees are associated with the Company Page
- Remove leavers and ‘rogue’ employees (you will have to contact LinkedIn to do this)
- Post regular content
- Set up a program which encourages participation and leverages the networks of your employees.
- Encourage the whole organisation to create content – spread the load and increase the relevance to your audience
- Measure your results on a monthly basis.
If you would like to learn more about how to set up and implement a Social Champions Program which leverages the networks of your employees, email me here: firstname.lastname@example.org