It is no secret that social media can be a powerful tool for business and if your company sells B2B LinkedIn is a must. To best leverage this network, however, it is important to understand the difference between personal profiles and company pages and how to use them together to build your corporate brand.
How Company Pages Work
Company pages on LinkedIn are an extension of and a bridge to your website and people. Companies cannot interact proactively through their pages in the same way that people can through their profiles – they can’t connect with individuals or participate in groups, for example. A company page is simply a branded presence through which an organization can communicate its overall message and share updates.
Gaining followers for a company page can be a frustrating endeavor because people prefer to connect with other people. That said, it is still important to maintain activity since those who are considering engagement with your organization will visit the page.
Unless a person visits the company page, updates will only be seen by its followers and even then there is no guarantee because all posts compete with other news feed activity.
The trick with a LinkedIn company page is to treat it like a hub that you support with employee profiles. Ask employees to link to the company page from their personal profiles and then expand its organic reach by encouraging employees to like and share company page posts.
How Personal Profiles Work
Personal profiles are where most of the action on LinkedIn happens. In addition to offering an online representation of your professional background, personal profiles allow you to network – nurturing existing connections and making new ones through introductions and group discussions.
Some people only use LinkedIn occasionally, treating it as an online Rolodex. Others log in regularly to interact, share knowledge and post updates about their professional activities. These users view the time spent on LinkedIn as an investment in their personal brands.
LinkedIn profiles are a personal asset that we work hard to build. These are our professional connections – the people who are interested in our skills and who we will turn to when seeking new opportunities. It is reasonable to feel protective of this network.
When looking to leverage the synergies between a company page and the personal profiles of employees, you must be respectful of this reality.
How to Involve Employees in Promoting Your Brand
Understanding the importance of personal profiles to the success of a LinkedIn company page is only half the battle. Motivating employees to be involved is the next step. While you can request that employees link to the company page in their profiles, they may not feel compelled to engage with company updates unless such updates support their personal brands.
Keeping this in mind while creating company updates can help. When posting something important encourage employees to share by offering guidance as to how they can boost its reach while also supporting their professional interests. For example, when announcing a new product you could suggest that those involved in its design share the post with a comment about how they contributed.
Another way to encourage engagement is to get creative with company updates. Share photos and videos that offer glimpses into your corporate culture, congratulate employees on professional achievements and post links to relevant employee blog posts. Not only will this encourage sharing but it will add variety and appeal to the page by showcasing the people behind it.
You can create a vibrant and engaging company page by making it easy and rewarding for employees to get involved.
Company pages on LinkedIn have limitations but are an important part of your brand’s digital footprint. Viewing your presence holistically, as a combination of your company page and the personal profiles of employees, is the key to expanding organic reach. By making it easy and beneficial for employees to share, you can harness the power of LinkedIn to amplify your corporate brand’s message.