How should your employees be using LinkedIn?
With more than 380 million members, LinkedIn is the largest professional network on the internet, so it’s essential for your company to have a presence on the site. But should you consider giving your employees LinkedIn tips to build your brand?
It could be as good as useless if you don’t use LinkedIn in the right way. It’s not just about how you set up your company page – your employees can help increase awareness of your business and advance your reputation, as well as developing their own network, by using LinkedIn best practice.
Professionals are signing up to LinkedIn at a rate of more than two members per second; that is a lot of potential customers and new contacts out there for your company. There are many things you can do to be noticed on LinkedIn and grow your network or business contacts.
Here’s a few tips for your LinkedIn company page, as well as a quick guide on how your employees should be using it. Maximise the benefits of LinkedIn for your brand, company, and for your employees themselves.
Create or update your company page
Ensure your company page is accurate, up-to-date and flawless. This might be some people’s first impression of you so make it a good one. Here are some things to consider:
- What is the size of a LinkedIn profile picture? 400 x 400 pixels
- What is the size of a LinkedIn background photo? Minimum 646 x 220 pixels
- Use high-quality images
- Ideally use your logo for your LinkedIn profile picture
- Use an impacting image for your background photo that fits with your branding guidelines
It sounds obvious but populate as much as you can on the company profile page so you can give potential followers an informative overview of your product or service. Don’t forget about SEO here (you can ask us if you are not sure), as search engines will pick up keywords in your social profiles.
Post updates on your page regularly, perhaps 1-2 times a day at most and at least twice a week if you can’t manage to do it daily. Post blog articles (we can help), news items related to your industry and bite-size chunks of what your company can offer (go steady here). Each update will be seen by your followers, who will be given the chance to like or share your content with other potential followers. Images can speak louder than words, so try and use one in your updates.
Promote your page on all your other marketing assets; your website, business cards, promotional items and labeling where relevant.
So, you’ve got your company page and some content planned for your updates, fantastic – but how do you start to increase your followers so more people will see you? Here is where your employees can help.
Are your employees on LinkedIn? What do their profiles look like?
Ask your employees to create a LinkedIn profile or update it if they already have one. It’s a good idea to offer a few guidelines to keep everything looking professional. Some points to mention might be:
- Profile picture and background photo – use a sensible image or a stock company profile photo if it’s For the background picture offer a corporate company image if possible (do you need one?) and update it every quarter
- Again, it might seem obvious but ask all your employees to add your company to their current position if they haven’t already. This means they will automatically follow the company page. It will also enlarge the overall reach of your page to whoever is viewing your worker’s profile, which automatically links to your company page
- Encourage employees to endorse each other for relevant skills
Urge your colleagues to connect with each other, internal and external business contacts, customers, potential customers and friends. This will really widen your company network on LinkedIn. Let your employees know that you can search for new contacts via email accounts too.
Once your employee profiles have been updated, ask them to share your company page to start with (arrow next to the follow button on the company page). This will encourage all of their connections to follow your page too. Say you have 120 employees and they all have at least 100 contacts, that’s potentially 12,000 members that could learn about your company.
Request that your employees like and share the company updates as they happen. This means the network that sees your content and company page is hugely increased.
Don’t forget to update all your new employees with the LinkedIn guidelines.
What’s in it for them?
They might ask. Well for one, it will progress their personal professional network and opportunities when the time is right. You might also wish to provide an incentive such a prize for the best LinkedIn profile or most activity.
So now you have an idea on how you could increase your LinkedIn visibility – go for it!
For a more detailed guide on LinkedIn for your company or any other social media, digital marketing, SEO, website, copywriting or design requirements, please contact us on 01256 830 310 or firstname.lastname@example.org. We are a marketing agency based in Basingstoke, Hampshire.