I know, I know. Everyone on LinkedIn is telling you that employee advocacy is the answer to everything and that you should ignore your Company Page.
But what if you dared to be different and turned your LinkedIn Company Page into a powerful cheerleader for your team, driving motivation, engagement, and brand success?
Let’s explore how rethinking traditional employee advocacy and embracing Page advocacy can transform your LinkedIn Company Page into a dynamic tool for business growth.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into much more detail.
Listen on Apple Podcasts here.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
The Problem with Employee Advocacy Alone
There’s no denying the importance of employee advocacy. Encouraging your team to share their insights and achievements on LinkedIn can amplify your brand’s reach and authenticity. However, relying solely on employee advocacy has its pitfalls.
Firstly, not all employees are comfortable being vocal on social media. This can lead to inconsistent messaging and missed opportunities. Secondly, while individual posts may gain traction, they often lack the collective impact that a unified company voice can achieve.
This is where Page Advocacy comes in. By leveraging your LinkedIn Company Page as a platform to amplify your team’s achievements and foster a strong internal culture, you can create a cohesive brand narrative that resonates both internally and externally.
Why Company Pages Are Underutilised
Company Pages are frequently underutilised because they’re often seen as a mere extension of the corporate website—a place for basic information and occasional updates. But this mindset misses the true potential of what a well-managed Company Page can achieve.
A vibrant Company Page can act as a central hub for your brand’s voice, offering a consistent message that aligns with your business goals. It can also serve as a platform for showcasing your team’s achievements, celebrating milestones, and engaging in industry conversations.
So, how can you make your LinkedIn Company Page an active advocate for your team? Here are some practical strategies to get started.
Practical Ways to Implement Page Advocacy
1. Highlight Team Achievements
One of the most effective ways to use your Company Page is to spotlight your team’s successes. Whether it’s completing a major project, achieving a sales milestone, or earning a new certification, these moments are worth celebrating. By regularly sharing these achievements, you not only boost team morale but also build credibility with your audience.
Consider creating a recurring post series that highlights a different team member each week, or use LinkedIn’s native tools like Articles or Newsletters to explore significant accomplishments in more depth.
2. Feature Employee Stories
Humanising your brand is essential for building connections, and there’s no better way to do this than by sharing the stories of the people behind the scenes. Use your Company Page to feature employee interviews, day-in-the-life posts, or personal insights that showcase your company culture.
This approach not only gives your audience a glimpse into your workplace but also empowers your employees by recognising their contributions publicly.
3. Celebrate Milestones
Company milestones—whether they’re anniversaries, new product launches, or reaching a significant number of followers on LinkedIn—are perfect opportunities to engage your team and audience alike. Involve your team in these celebrations, making it clear that these achievements are a result of collective effort.
These posts can create a sense of pride and ownership among your employees, reinforcing the idea that they are a vital part of the company’s success.
4. Engage in Conversations
LinkedIn is a platform built on engagement, and your Company Page should be no different. Use your page to participate in relevant industry conversations, share thought leadership content, and respond to comments and questions.
Encourage your team members to contribute to these discussions, creating a bridge between your Company Page and their personal profiles. This not only amplifies your brand’s reach but also showcases the expertise within your team.
5. Amplify Employee Advocacy
While Page Advocacy offers a distinct value, it should work hand in hand with employee advocacy. Use your Company Page to amplify the voices of employees who are active on LinkedIn. Reshare their posts, highlight their insights, and tag them in company updates.
This approach not only supports your employees’ personal branding efforts but also reinforces the company’s commitment to their growth and success.
Key Takeaways
- Incorporating Page Advocacy into your LinkedIn strategy is about more than just maintaining an active Company Page. It’s about creating a platform that supports, celebrates, and amplifies your team’s achievements while building a cohesive brand narrative.
- Your LinkedIn Company Page can become a powerful tool for business growth by highlighting team achievements, featuring employee stories, celebrating milestones, engaging in conversations, and amplifying employee advocacy.
- Using the Repost feature and commenting on your Company Page is an easy way to cheer on your team.
It’s time to get your LinkedIn Company Page off the bench and into the game. Start implementing these strategies today, and watch as your Company Page becomes your team’s ultimate cheerleader.
Are you ready to make your LinkedIn Company Page a cheerleader for your team? Start by highlighting an employee’s achievement on your page this week, and see the difference it makes in morale and engagement.
If you need personalised advice to develop a LinkedIn strategy tailored to your business, let’s discuss how we can optimise your LinkedIn presence to achieve your business goals.
Book here https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
