The Power of Employee-Generated LinkedIn Content: 10 Reasons to Encourage Your Team To Become Active On The Network

The landscape of professional networking and branding has evolved tremendously, particularly in recent years when we were all forced to do so much more of our business online than ever before.

LinkedIn, with over 930 million users is the leading platform for business professionals and it offers an ideal space for employees to not only represent their companies but also establish their own personal brands. Encouraging employees to create and share content on LinkedIn that isn’t solely from their employers’ pages can yield a multitude of benefits.

Let’s look at some of the reasons why this approach is a game-changer for small to medium-sized businesses.

Personal Branding:

By crafting identity beyond the logo or corporate headshot by sharing their insights, experiences, and thoughts, employees can cultivate their own personal brand identities. This fosters a deeper connection with their network, as they become more than just representatives of their companies. In a competitive market, distinct personal branding sets employees apart, opening doors to new opportunities and collaborations.

Thought Leadership:

Shaping industry conversations employee-generated content can transform them into thought leaders. Sharing opinions, analyses, and emerging trends in their field showcases expertise, elevating employees’ status within their industry. By contributing valuable insights, employees can actively shape and influence the conversations happening in their professional realm.

Authenticity:

Forging genuine connections with personal content often resonates more profoundly than polished corporate messaging. Authenticity is the cornerstone of trust-building. When employees share their genuine experiences and perspectives, they create a more relatable and approachable image, fostering deeper connections with peers, clients, and potential collaborators.

Wider Reach:

Tapping into new networks unlike company pages that are restricted to their existing followers (unless there are paid ads running), employees’ networks extend beyond organisational boundaries. When employees share content, it reaches a broader audience, including connections who might not be familiar with the company. This presents an excellent opportunity to expand brand visibility and attract potential clients.

Relationship Building:

In nurturing professional bonds through personal content, employees can forge deeper relationships within their network. Sharing personal stories and insights creates common ground, helping establish meaningful connections with peers, clients, and prospects. This can lead to valuable networking opportunities and collaborations down the line.

Diverse Content:

Embracing varied perspectives by encouraging employees to share content allows for a rich tapestry of perspectives. This can diversify the content pool, covering topics and angles that might not ordinarily align with the company’s official messaging. This diversity enhances engagement and captivates a wider audience.

Employee Advocacy:

Humanising the brand content shared by employees humanises the brand. It showcases the people behind the company and their passion for what they do. This transparency and personal touch can significantly enhance the company’s reputation, resonating positively with both existing and potential clients. And, it might attract talent for those roles you need to fill, see this post for more on this.

Skill Development:

Nurturing versatility in creating and sharing content requires honing various skills, such as communication, writing, and digital marketing. Encouraging employees to engage in this practice not only benefits the company’s online presence but also fosters personal growth, skill enhancement, and professional development.

Engagement Boost:

Fostering internal communication when employees create and share content, it stimulates internal communication. Colleagues engaging with and commenting on each other’s posts sparks conversations, fosters a sense of community, and enhances team spirit. This camaraderie can translate into improved collaboration and productivity within the workplace.

Lead Generation:

Attracting prospective clients with relevant content shared by employees can attract potential clients and partners who resonate with their expertise. This content serves as a soft introduction, showcasing employees’ insights and skills and piquing the interest of potential collaborators, clients, and partners.

Harnessing the power of employee-generated LinkedIn content is a strategic move for businesses that are aiming to enhance their online presence and employee engagement. Encouraging employees to share their unique perspectives and insights not only amplifies the company’s reach but also empowers individual employees to become influential voices in their industry. This approach brings authenticity, diversity, and a personal touch to the company’s online brand representation, while simultaneously nurturing professional growth, fostering relationships, and driving lead generation.