Why Your Team's Profiles Matter on LinkedIn?

As a business leader, you've likely spent time and resources carefully curating your LinkedIn Company Page. You post updates, share company news, and list your job openings, all with the goal of building a strong brand presence. But what if the most powerful tool for your brand's growth isn't the company page itself, but the collective influence of your employees?

In today's digital landscape, people trust people more than they trust brands. The shift from corporate-centric to human-centric marketing means your team’s personal profiles are a crucial extension of your brand identity. They are the faces, voices, and stories that humanize your business and significantly expand its reach.

How Does Employee Activity on LinkedIn Benefit My Business?

Think of your employees as your most authentic brand advocates. When they actively use their LinkedIn profiles, they're not just building their own professional network; they're extending your company’s reach and credibility in a powerful way.

In fact, content shared by employees receives significantly more engagement and is shared more often than the same content posted on a corporate page.

This isn't just about getting more likes; it's about amplifying your message to new audiences. Your employees are connected to a diverse network of industry peers, former colleagues, and friends that your company page may not reach.

When they share your company's blog post, a project success story, or an industry insight, their network sees it as a recommendation from a trusted source, not just another piece of corporate marketing.

This organic reach is the foundation of a successful LinkedIn marketing strategy and helps you build trust and authority in a way that traditional brand-centric content simply can't.

Can Personal Branding and Company Branding Coexist on LinkedIn?

Absolutely! And they should. Empowering your employees to build their personal brands on LinkedIn is a powerful strategy that yields multiple benefits for your business:

• Amplifying Brand Credibility: Employees sharing their expertise acts as a powerful third-party endorsement, signaling that your company is a collection of talented experts, not just a brand.
  

• Showcasing Diverse Expertise: When various team members share their insights, from sales professionals to engineers and designers, it paints a comprehensive and compelling picture of your company's full range of capabilities.
  

• Fostering a Culture of Thought Leadership: Encouraging employees to share their knowledge on industry trends positions your organization as a hub of innovation, strengthening your reputation and attracting new opportunities.
  

• Humanizing the Corporate Face: Personal stories and professional achievements shared by employees break down the cold corporate wall, allowing potential customers and candidates to connect with the people behind the brand, which builds trust and loyalty.
  

• Attracting Top Talent: When a candidate sees a company that supports and celebrates its employees' growth and visibility, it becomes a significantly more attractive place to work, signaling an empowering and healthy work environment.
  

This symbiotic relationship between personal and company branding creates a more dynamic and relatable presence that is essential for success in today's digital landscape.

How Can I Encourage My Team to Become LinkedIn Advocates?

It starts with a clear strategy and a supportive environment. You can't just tell your employees to be more active; you have to give them the tools and the motivation to do so. Here are a few actionable steps to get started:

• Provide Easy-to-Share Content: Create a library of pre-approved, shareable content. This could include links to new blog posts, company press releases, job openings, or even photos from recent team events. The easier it is for them to share, the more likely they are to do it.
  

• Offer Training or Workshops: Many employees are unsure how to optimize their profiles or what to post. Consider hosting a brief workshop on LinkedIn best practices to help them build their personal brand professionally and effectively.
  

• Lead by Example: When leadership is active and engaged on LinkedIn, employees are far more likely to follow suit. Show your team that it’s a company priority.
  

• Recognize and Reward: A simple shout-out in a company meeting or an internal newsletter to an employee whose post performed well can go a long way in encouraging others to participate.

Conclusion

In conclusion, while your company page remains the central hub of your brand, the true power of LinkedIn for businesses lies in its vast network of people. By shifting your perspective and actively empowering your employees to build their personal brands, you're not just supporting their professional growth, you're transforming your workforce into your most valuable marketing and recruiting asset.

This approach fosters a culture of trust and transparency that resonates deeply with your audience, providing a level of authenticity and reach that no official campaign can ever match. It is the most effective way to humanize your brand and build a dynamic, credible presence in the digital world.

If you're ready to unlock the full potential of your team on LinkedIn but aren't sure where to start, you don't have to do it alone. At EXEED Digitals, we specialize in helping businesses like yours develop and implement a powerful LinkedIn strategy.