Best practices for using LinkedIn in the company

A corporate LinkedIn Page is much more than a common business card, because it offers millions of users the opportunity to know our brand , our products and services and the job opportunities we offer.

One of the aspects that I consider most relevant in defining a marketing and communication strategy on LinkedIn nonetheless, is that the company page will tend to have fewer followers than the sum of the links of individual employees.

Have you ever thought about it?

Let’s take for example the case of the Studio Samo page, which today gathers more than 1,300 former students, 6,700 followers and 40 employees.

These are important numbers, but the network of individual users in some cases exceeds 1,000 contacts; imagine multiplying this number by each and we will get an audience of 40,000 professionals, linked by similar interests.

Not bad right?

Employees represent a precious capital: in fact they are the greatest potential for contact between a company and its target audience on LinkedIn.

So let’s see how to improve ours brand awareness with the adoption of good practices for the use of LinkedIn in the company.

Define a Social Media Policy

Since users favor interaction with people over that with brands, it will be advisable to adopt an internal and external SMP or Social Media Policy.

The document must explain in detail to our employees what behavior to keep on their private profiles, if related to our brand, our products or company profiles.

On the Ourlounge website we can find, for example, the one for McDonald’s Italia employees referring to the suggested conduct to be adopted on forums, events associated with the brand or shots and videos in uniform.

Employees are the first brand ambassador of our company, in the worst cases they can create serious damage to image, especially if they hold a prominent position in the corporate hierarchy .

We recall in this sense the case of Guido Barilla who triggered the #Boicottabarilla movement in 2013 for a homophobic sentence on Radio24 and the reactions to the 2015 interview with Stefano Gabbana and Domenico Dolce published in the weekly Panorama, which triggered the #BoycottDolceGabbana.

Creating a team of ambassadors who correctly apply our corporate social media policy can certainly be a winning choice, especially in terms of brand perception.

standardize-descriptive-texts and cover images

Taking the example of McDonald’s on LinkedIn, we see how many of their employees adopt a personalized cover image.

Uniformare i testi descrittivi e le immagini di copertina
Uniformare i testi descrittivi e le immagini di copertina
Uniformare i testi descrittivi e le immagini di copertina

The same do those of Satispay and those of LinkedIn, recalling their name, colors or company brand, even if with greater variety in terms of images.

Uniformare i testi descrittivi e le immagini di copertina
Uniformare i testi descrittivi e le immagini di copertina
Uniformare i testi descrittivi e le immagini di copertina

In addition to the cover photo, profile photos should also look professional, with no external elements that create distractions or misunderstandings.

It is also desirable to standardize the description of professional experiences, providing clear indications on roles and including, in addition to the current job position, also skills, licenses and certifications obtained, goals achieved and further useful information.

Involving and enhancing the company teams

A rewarding strategy is to trigger mechanisms that enhance the contribution of your employees:

  • involving staff from different areas
  • mentioning different team members in comments
  • asking them to write content for the LinkedIn page

as well as of course inviting each of them to interact with the contents that are published:

  • commenting them
  • sharing them with your network of contacts
  • recommending them to your network of contacts.

In conclusion

We can appreciate the contemporary approach of companies such as Lemonade Assicurazioni, the unconventional one of Teleperformance France or the avant-garde of Ogilvy Marketing and Advertising, as well as that of LinkedIn itself, which shares content through its company page that can unleash dozens of thousands of views and several hundred comments.

As we said, employees are valuable assets. The strategies and behaviors we have hypothesized should not, however, be imposed, but always and only suggested.

Does your company actively use LinkedIn? What do you think about the opportunity to draw up an internal and external Social Media Policy?

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