Thinking they’re doing the right thing, several organizations seeking visibility on LinkedIn frantically publish content on their company page then ask their employees to like and comment on everything, in order to amplify its reach. This is a misunderstanding of the platform, which has made algorithmic changes in the past year.
Since the pandemic, LinkedIn has become a full-fledged social media platform, with professionals from all backgrounds increasingly active and talkative on the platform. Companies have understood this well and are now also seeking their share of visibility. Even if they don’t always go about it the right way!
“Many organizations are active on their company page, notes consultant Francis Jette. They put in effort, work well… but they don’t always see the results. The reason is simple: LinkedIn’s algorithm prioritizes individual profiles.”
The “hack,” if we can call digital visibility advice that, is therefore to go through employees’ profiles to obtain the desired reach. This strategy has a double effect: in addition to short-circuiting the algorithm, it allows the brand to create a better connection with its audience. As Francis Jette reminds us, 80% of consumers prefer to hear about a brand through its employees (DGTL study).
“This statistic demonstrates that it’s not all just about the algorithm. LinkedIn remains a platform where human beings want to connect with other human beings,” he states.
Setting up an ambassador program
Concretely, a company that wants to be seen on the professional social network has an interest in structuring its approach through a LinkedIn ambassador program. In doing so, it recognizes the time and effort this requires from employees.
“When you set up an ambassador program with clear rules, specific requests, support and guidance from the marketing or communications team, employees feel that it’s a priority for the organization,” explains Francis Jette. “They feel valued and don’t see it as another task added to their schedule.”
Finally, an ambassador program must take into account the personal relationship that each employee maintains with social media. Some avoid them like the plague, while others consult them but don’t like to display themselves publicly.
“Another thing to understand,” explains Francis Jette, “is that there are different levels of ambassadors. For example, a person who is shy in real life probably won’t put themselves forward on LinkedIn. That doesn’t mean they can’t be active on LinkedIn. They can use the platform daily, to communicate with other professionals in their field.”
A good ambassador program will understand the role that each employee can play on LinkedIn. The bet is that the company derives an indirect benefit from being the employer of a group of professionals who shine on LinkedIn.
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