Strong employee LinkedIn profiles attract top candidates and customers

employee advocacy linkedin Aug 11, 2021
Two women are standing next to each other. They're both holding notebooks and have confident expressions on their faces. The text reads, building strong employee LinkedIn profiles

 

As an employer, it may not seem obvious how your employees’ LinkedIn profiles work in favor of your company. LinkedIn used to be known as the place you go to look for job opportunities. Today it is still that, and so much more. 

 

756 million people are on LinkedIn, and with Microsoft’s acquisition of it has come investment into making the experience more engaging for employees and employers. Add to that the months of mandated working at home in 2020 and 2021, and you have more people than ever before on the platform daily.

 

People use the platform to learn, build their authority in an industry, network, attract customers, maintain relationships with customers, and more. One of the biggest trends we’re seeing in Small to Medium size enterprises on LinkedIn is employee advocacy.

 

Employee advocacy is when your employees talk about (or advocate for) your company or industry. LinkedIn is one of the very best places to do this!

 

Why are LinkedIn profiles important to attracting candidates and customers? 

According to LinkedIn, it has 756 million users. Before many of them purchase a product or service, apply for a job or invite speakers to conferences they go to LinkedIn and use the search bar. This is an opportunity to start building trust with these people (aka your stakeholders).

 

Recruiters use LinkedIn in large numbers and that’s only going to grow. As of 2020, 87% of recruiters use LinkedIn in their job matching candidates to roles (Jobvite). 

 

Candidates visit the Company Page, but will often go deeper and look through the list of employees found on the Company Page. What they see on those pages matters. 70% of adults online reported trusting recommendations from friends and family, but only 15% trusted companies’ social media posts (Post Beyond). What this means is that, if your employees are proudly sharing their work at your company and your company’s messages, prospects are more likely to believe them and want to work for or do business with you.

 

Why do people trust employees more than your company?

Well, because people trust people. Edelman’s annual Trust Barometer explains that “People trust people more than they trust a business or corporate entity. We’ve lived through so many corporate scandals and audiences are becoming sophisticated enough to know that most large corporations have large marketing teams and think they’re being sold a message.”

 

Rather than rely on your message to be shared through traditional marketing channels, you can achieve your business goals faster by leveraging your employees and their LinkedIn profiles. 

 

So, how exactly do you leverage employee LinkedIn profiles? 

Well, one of the best ways to start is by encouraging your employees to fill out their profiles. It’s not uncommon to see profiles with very little information (not all sections are filled out) or outdated information (they don’t have their current employer or role listed). 

 

To make this effective, you’ll need to have a LinkedIn Company Page. Here’s a link to mine as an example. Having a Company Page allows people to link to your company page through people’s profiles and vice-versa. It also helps you get your message to more people. Your employees can see posts from your company page and share them with their network - getting that post in front of exponentially more people!

 

In a previous article on this topic, I wrote: “...people trust people more than they trust your business and the communications and marketing materials you put out. Your employees are seen as credible sources to their network and the people they engage with on behalf of your business — that’s why you hired them right?” It makes sense to build off this relationship. It helps your employees do their jobs more effectively, and it helps your company reach its objectives.

 

Curious to learn more about employee advocacy and other steps you can take to yield big results? Contact me.

 

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