{"id":59646,"date":"2023-12-11T09:26:37","date_gmt":"2023-12-11T14:26:37","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=59646"},"modified":"2023-12-11T09:26:37","modified_gmt":"2023-12-11T14:26:37","slug":"employee-advocacy","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/employee-advocacy\/","title":{"rendered":"How Employees Can Transform Brand Awareness"},"content":{"rendered":"<p>LinkedIn is more than just a professional networking site. It\u2019s a powerful brand awareness tool for businesses of all sizes\u2014from startups to established corporations. The key to its power? <em>Harnessing the collective impact of your employees&#8217; presence on this platform<\/em>.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>If you\u2019re an employer, learning how to leverage employee activity on LinkedIn could significantly elevate your brand&#8217;s reach and authority. In this article you\u2019ll learn how that works and specific strategies to motivate and guide your employees in using LinkedIn.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Let\u2019s dive in and learn how any company can turn its employees into powerful online brand ambassadors.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-59649 size-large\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-1024x683.jpg\" alt=\"Leveraging employee engagement for brand advocacy\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-1536x1024.jpg 1536w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-2048x1365.jpg 2048w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/12\/linkedin-sales-solutions-Xh_MFNzpEDw-unsplash-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>How employee advocacy on LinkedIn works<\/h2>\n<p>The collective voice of employees can be a game-changer for a brand&#8217;s visibility and credibility online. Unlike other social platforms, on LinkedIn every employee&#8217;s network, activities, and endorsements serve as a testament to the company&#8217;s culture, expertise, and values.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>This influence is not confined to large corporations; small and medium-sized businesses can benefit from the expansive reach of their team&#8217;s networks through:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li><strong>Company branding<\/strong>\u2014Employee profiles will often reflect the company\u2019s branding. Since profiles often serve as the first point of contact with your brand, one that\u2019s well-crafted and aligns with the company&#8217;s branding can create a lasting impression, subtly reinforcing your brand&#8217;s message and values.<\/li>\n<li><strong>Multiplying networks<\/strong>\u2014An average LinkedIn user has hundreds of connections; more active employees may have thousands. This means that any post or endorsement of your brand can exponentially increase visibility. This easy way to amplify reach is criminally underutilized.<\/li>\n<li><strong>Authenticity and trust<\/strong>\u2014When employees share their experiences, insights, and achievements related to their work, it adds a layer of authenticity to the brand. This humanization builds trust, an essential ingredient in an era where consumers and professionals both prioritize genuine and transparent companies.<\/li>\n<\/ul>\n<p>There is a colossal difference between sharing a post from one business page, and the cumulative effect of employee posts\u2014each with its own perspective, voice, and audience. Turning your workforce into a chorus of brand advocates, each with their unique audience and influence, is a digital-era superpower.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Benefits of encouraging employees to use LinkedIn<\/h2>\n<p>Greater brand awareness, in a general sense, is fantastic. But there are numerous ROI-related benefits that any company can reap, simply by having active and engaged employees on LinkedIn.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>1. Lead generation<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>The vast majority of companies could successfully leverage LinkedIn to bring awareness to prospects and even bring in leads. If employees are sharing success stories (e.g. case studies), their experience working on projects and with brilliant clients, or speaking directly about the company\u2019s services, is going to reach a large audience.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Over time, and with consistency, this is very likely to result in leads. For some businesses, even one client a year would <em>more<\/em> than pay back all of that effort creating content &amp; engaging on the platform.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>2. Business development and networking<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Active employee engagement on LinkedIn can lead to valuable business connections and opportunities. Through their networks, employees can tap into potential clients, partners, and even talent, thus contributing to business growth in an impactful, if less-measurable, way.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>3. Recruitment<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>A workforce that actively showcases the company culture and achievements makes the company more attractive to potential hires. It positions the company as a desirable place to work, aiding in talent acquisition and retention. People buy from people. People connect with people. People build trust with people.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Candidates will always research your company before application or interview. A strong employee presence on LinkedIn can cast you in a very favorable light.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><strong>4. Employee personal development<\/strong><\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>It\u2019s not just the company that takes the plaudits, of course. If it was, no employee would ever post or engage. Posting and engaging on LinkedIn is a brilliant way to grow, meet great people and expand your horizons. It also adds a little <em>fun<\/em> into their day.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Strategies to motivate employee activity on LinkedIn<\/h2>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-59306 size-large\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-1024x684.jpg\" alt=\"employee engagement strategy\" width=\"1024\" height=\"684\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-1024x684.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-768x513.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-1536x1025.jpg 1536w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-2048x1367.jpg 2048w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2023\/11\/pexels-christina-morillo-1181422-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<p>You can\u2019t just tell employees to \u2018post on LinkedIn\u2019 and expect anything meaningful to happen. They need to <em>want<\/em> to be present and active on the platform. That means giving them:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ol>\n<li>Free reign to post whatever they want<\/li>\n<li>Time to scan their feed, leave comments and share DMs with other professionals<\/li>\n<\/ol>\n<p>These two ingredients let employees build an engaged network. One where other users look forward to their updates and become familiar with their style and delivery. It\u2019s a kind of personal branding, in essence.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>And when they do post about work, it\u2019s being well-received with engaging comments and real reach\u2014not sent into the ether, to be ignored for eternity.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>It\u2019s crucial to motivate employees with the benefits they\u2019ll personally enjoy. Most won\u2019t care about whether the company has received 5 new leads from LinkedIn this month; they <em>will<\/em> care about the opportunities, dopamine hits, and satisfaction that comes from maintaining an active social media presence. Top tips:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li><strong>Profile optimization<\/strong>\u2014Give employees training or resources to help them optimize their profiles, including headline, photo, banner, and bio.<\/li>\n<li><strong>Content training<\/strong>\u2014Teach them to write posts that reflect their personality, engage their audience, and trigger real conversations.<\/li>\n<li><strong>Networking<\/strong>\u2014Training on how to add connections, break ice, and start conversations with fellows in the industry.<\/li>\n<\/ul>\n<h2>Success stories of employee-driven brand awareness<\/h2>\n<p>To illustrate the impact of employee engagement on LinkedIn, let&#8217;s explore a few case studies where businesses have successfully harnessed their employees&#8217; presence to boost brand awareness.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>A <a href=\"https:\/\/www.socialmadesimple.com\/blog\/how-to-increase-employees-engagement-on-linkedin-and-why-its-important\/#:~:text=For%20obvious%20reasons%2C%20people%20trust,can%20have%20a%20huge%20impact\" target=\"_blank\" rel=\"noopener\">report by We Are Social<\/a> and Hootsuite highlights the significant impact of content shared by employees. It states that leads generated by employees are seven times more likely to convert compared to other leads. Moreover, content shared by employees is eight times more likely to engage people than content shared directly by brands\u200b\u200b.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Technology giant Cisco views its 84,000 employees as brand advocates and is <a href=\"https:\/\/fortune.com\/2022\/12\/16\/cisco-linkedin-influencers-recruiting-tech-talent-layoffs\/\" target=\"_blank\" rel=\"noopener\">training them all in using LinkedIn<\/a>. It\u2019s an innovation from their Chief People Officer, Kelly Jones, and it\u2019s taken off.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Employee advocacy will never have the attribution or clear ROI of paid advertising, but it clearly is a powerful force for success in brand awareness.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Conclusion<\/h2>\n<p>Employee engagement on LinkedIn can have a substantial impact on boosting a brand&#8217;s visibility and solidifying its credibility. It helps foster authentic connections and leads to valuable business opportunities.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>The effectiveness of such initiatives, however, comes down to action from the employer: encouraging action, providing training, not putting expectations on employees to \u2018deliver\u2019 something.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Cisco has already started an 84,000-strong march towards massive brand advocacy. It won\u2019t be long until many more brands follow suit.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><strong>Are you ready to leverage your employees&#8217; network for brand advocacy?<\/strong> <a href=\"https:\/\/www.sogolytics.com\/blog\/5-tips-for-a-successful-employee-pulse-survey\/\" target=\"_blank\" rel=\"noopener\">Take a quick pulse<\/a> of your employee sentiment to see how they feel and learn what they need. By better assessing employee sentiments, preferences, and expectations, you can work with your employees to create an employee advocacy strategy that is a win-win for everyone!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>LinkedIn is more than just a professional networking site. It\u2019s a powerful brand awareness tool for businesses of all sizes\u2014from startups to established corporations. The key to its power? Harnessing the collective impact of your employees&#8217; presence on this platform. If you\u2019re an employer, learning how to leverage employee activity on LinkedIn could significantly elevate your brand&#8217;s reach and authority. In this article you\u2019ll learn how that works and specific strategies to motivate and guide your employees in using LinkedIn. Let\u2019s dive in and learn how any company can turn its employees into powerful online brand ambassadors. How employee advocacy on LinkedIn works The collective voice of employees can be a game-changer for a brand&#8217;s visibility and credibility online. Unlike other social platforms, on LinkedIn every employee&#8217;s network, activities, and endorsements serve as a testament to the company&#8217;s culture, expertise, and values. This influence is not confined to large corporations; small and medium-sized businesses can benefit from the expansive reach of their team&#8217;s networks through: Company branding\u2014Employee profiles will often reflect the company\u2019s branding. Since profiles often serve as the first point of contact with your brand, one that\u2019s well-crafted and aligns with the company&#8217;s branding can create a lasting impression, subtly reinforcing your brand&#8217;s message and values. Multiplying networks\u2014An average LinkedIn user has hundreds of connections; more active employees may have thousands. This means that any post or endorsement of your brand can exponentially increase visibility. This easy way to amplify reach is criminally underutilized. Authenticity and trust\u2014When employees [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":5042,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[1071,921,1059,164,564,241,1030,655,168,207],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Employees Can Transform Brand Awareness - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"How can you leverage your employee networks on LinkedIn to boost brand awareness? Here&#039;s everything you need to know to get started!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sogolytics.com\/blog\/employee-advocacy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Employees Can Transform Brand Awareness - Sogolytics Blog\" \/>\n<meta property=\"og:description\" content=\"How can you leverage your employee networks on LinkedIn to boost brand awareness? Here&#039;s everything you need to know to get started!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sogolytics.com\/blog\/employee-advocacy\/\" \/>\n<meta property=\"og:site_name\" content=\"Sogolytics Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-11T14:26:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2018\/12\/emp-5.png\" \/>\n\t<meta property=\"og:image:width\" content=\"487\" \/>\n\t<meta property=\"og:image:height\" content=\"714\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jake Burgess\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sogolytics.com\/blog\/employee-advocacy\/\",\"url\":\"https:\/\/www.sogolytics.com\/blog\/employee-advocacy\/\",\"name\":\"How Employees Can Transform Brand Awareness - Sogolytics Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.sogolytics.com\/blog\/#website\"},\"datePublished\":\"2023-12-11T14:26:37+00:00\",\"dateModified\":\"2023-12-11T14:26:37+00:00\",\"author\":{\"@id\":\"https:\/\/www.sogolytics.com\/blog\/#\/schema\/person\/e31925fdcd74025f92fb3b1695e61a8f\"},\"description\":\"How can you leverage your employee networks on LinkedIn to boost brand awareness? 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