Learn how to transform your LinkedIn Company Page into a dynamic force that drives team motivation and brand success.
Today's episode is sponsored by 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
Key moments in this episode:
00:00 LinkedIn Company Page as a Secret Weapon
00:37 What is LinkedIn Page Advocacy
01:46 The Importance of LinkedIn Page Advocacy
07:08 Practical Tips for LinkedIn Page Advocacy
07:29 Highlighting Employee Achievements and Stories
10:58 Celebrating Business Milestones
12:25 Amplifying Employee Voices on LinkedIn
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners.
Connect with Michelle J Raymond on LinkedIn™️ - https://www.linkedin.com/in/michellejraymond/
B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs.
Book a free intro call to learn more - https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Social Media for B2B Growth Podcast is a fully accessible podcast. Audio, Video, Transcript and guest details are available on our podcast website - https://socialmediaforb2bgrowthpodcast.com/
Subscribe to our YouTube Channel - https://www.youtube.com/@MichelleJRaymond
#LinkedIn #LinkedInMarketing #PageAdvocacy
00:00:00
Did you know that your LinkedIn company page could be your secret weapon for brand
00:00:04
domination and team motivation on LinkedIn?
00:00:08
Turn your page into the cheerleader that your team never knew they needed.
00:00:31
G'day everyone.
00:00:32
It's Michelle J Raymond back again
00:00:34
for another episode of the social media for B2B growth podcast.
00:00:37
I don't know about you listeners, but I have been pretty much consumed with
00:00:41
catching up on all things, the Olympics.
00:00:44
How good was that Turkish shooter grabbing the silver medal, not needing any of the high tech
00:00:49
gear, obviously lots of Aussie gold medals.
00:00:53
And I'm not going to lie.
00:00:54
It takes me back to a time when I was that young track and field star.
00:00:59
And Liliane Abboud will tell you that I haven't outgrown that 10 year old Michelle J Raymond,
00:01:06
I'm still living vicariously through her.
00:01:08
So when I see all these athletes, the best of the best competing against each
00:01:13
other, it brings out something in me.
00:01:16
And I've been watching the Olympics and something really stood out for me and that is
00:01:23
the power of the crowd cheering everybody on.
00:01:26
Whether it was at the pool side, whether it's at the track and field, whether they
00:01:30
were lining the streets, no matter where the crowd was it had an immediate and
00:01:35
obvious impact on all of these athletes.
00:01:38
And it lifts them probably another 10, 20 percent.
00:01:42
I've been thinking about how does that apply back to LinkedIn, and why are we here today?
00:01:46
I think listeners that we need to start having a talk about page advocacy.
00:01:51
I want you to today walk away with a brand new idea that nobody else is
00:01:56
talking about and that is page advocacy is turning your company page into your team's
00:02:05
biggest advocate and biggest cheerleader.
00:02:07
So no more keeping the company page sitting on the sideline, no more just letting it gather dust.
00:02:13
It's time to get the page active.
00:02:16
It's not something static that we ignore.
00:02:18
It's something that you can use and it goes far beyond just posting.
00:02:23
So in today's episode, I'm going to be sharing practical ways that you can use
00:02:28
your page to highlight the achievements of your team and really put them up on a podium
00:02:34
and make sure that they get the gold medal.
00:04:00
Now, I know on LinkedIn that there is a lot of talk about employee advocacy.
00:04:05
For those of you who haven't heard that term before, essentially that is getting your
00:04:10
employees active on the platform, creating content that is in support of the brand.
00:04:16
And I like that idea.
00:04:17
I like the idea of employees building their own personal brands, but you know me, it's
00:04:23
always going to come back to the power of two.
00:04:25
How do we get the most out of LinkedIn?
00:04:27
And if we just rely on personal brands then what happens if those employees leave, right?
00:04:34
We're left with a gap, no more branding.
00:04:37
You then become invisible as a company on LinkedIn.
00:04:41
, When it comes to employee advocacy, first and foremost, I just want people to
00:04:45
understand it's not as simple as flicking a switch and all of a sudden your whole
00:04:49
team wants to start posting content.
00:04:52
I did an episode last week, if you missed it, it was all about LinkedIn posting wars,
00:04:56
personal profiles versus company pages and I talk a lot about just exactly how hard it is to
00:05:03
get employees to get out there and get active.
00:05:07
So today's episode is all about how can we use the page to support employees to take actions?
00:05:13
How can we use the page to really be that cheerleader for all of your team to make sure they
00:05:20
know one, you're watching what's happening, two your supportive and acknowledging their efforts
00:05:24
and three, that you're all working together.
00:05:27
That is where the real power of LinkedIn comes.
00:05:30
Not from company pages alone, not from personal profiles, not from posting
00:05:35
content, not from outbound sales.
00:05:38
It's about all of these pieces coming together as a team.
00:05:42
Before I jump into the practical tips about how you can really put this into action, I just
00:05:47
want to say in general, my thoughts are poor old company Pages, they are just left on the
00:05:54
bench as the player that nobody wants to pick.
00:05:57
And I think they're really underutilised.
00:05:59
Now you have two options in this circumstance.
00:06:02
You can listen to the crowd and go with them and do what everybody else is doing,
00:06:07
or you can go that extra mile, try something new and aim to do things that nobody
00:06:13
else in your industry is prepared to do.
00:06:15
And what I mean by this is if you can add on a page advocacy strategy to your employee advocacy
00:06:22
strategy, you are now going to level up against your competition and this is really going
00:06:28
to give you an unfair competitive advantage.
00:06:30
And really the same thing happened four years ago when I was telling people it's time to
00:06:35
start investing and building your company page.
00:06:38
And there was so many people out there in LinkedIn land that thought I was crazy.
00:06:42
That kept saying they're a waste of time that have since realised, Oh, hang on.
00:06:46
Now we get it and they're madly trying to catch up.
00:06:50
So this is your opportunity listeners to get out there quickly.
00:06:54
No one else is talking about page advocacy.
00:06:56
It is just me.
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It is just a term that I'm using.
00:07:00
And so you're hearing it here first.
00:07:08
Let's go into practical ways that you can use your page as your team's biggest cheerleader.
00:07:16
There are so many different ways that page advocacy can play out on LinkedIn.
00:07:20
So I'm going to go through a few of them, but if you come up with others, drop it in the
00:07:24
comments or send me a direct message over on LinkedIn and let me know what else you're trying.
00:07:29
I want you to start off by highlighting your team's achievements.
00:07:32
The more that you can make your team feel seen, appreciated, and acknowledged
00:07:37
for the work that they're doing and put them up on that pedestal, the more the
00:07:42
industry will view them that way as well.
00:07:44
Why not shine the spotlight on them so that everybody in the industry knows that you've
00:07:50
got the best of the best working for you.
00:07:52
Now, those achievements could be individual ones.
00:07:55
Maybe it's a team achievement.
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Maybe your team's received a certification that they've all been working really hard on.
00:08:01
Shout out to anybody that's ever been through an ISO certification process
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there's a lot of hard work that people go into to achieve things like that.
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By highlighting the work, using the company page, and it could be as simple as just grab a photo,
00:08:16
grab some texts and do a text and image post.
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It doesn't have to be complicated.
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A simple photo will go a long way in this circumstance.
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And that could also be a photo of the certification.
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That is another way that you could easily create content around this.
00:08:32
There are so many ways that teams are working together on a daily
00:08:36
basis to improve your business.
00:08:38
So with all that time and energy and resources that are going into those improvements, just make
00:08:44
sure that you're letting the world know about it.
00:08:46
Let them know that your brand is a brand that cares about being the best of the best.
00:08:52
Now beyond the employee achievements, there's also employee stories.
00:08:57
Employee stories for me is something that's really special and often overlooked.
00:09:02
And if you think about it, your employees are the one thing that your competitors cannot copy.
00:09:09
You might have similar products and services, but the stories that come with those employees
00:09:14
are something that are completely unique.
00:09:17
Maybe you've got somebody that went through challenging circumstances
00:09:21
before they started with you.
00:09:23
Maybe you've got somebody that started their career in a completely different place
00:09:26
than expected and landed in your company.
00:09:30
Maybe they started out at the bottom and worked their way to the top.
00:09:34
Maybe there's somebody that came from overseas and started recently in your business
00:09:38
locally and start to think about what are the stories that these people bring that would be
00:09:43
interesting for people out in your audience.
00:09:46
The other thing to keep in mind is there are some employees that are doing absolutely
00:09:51
incredible things when they're not at work.
00:09:54
They might be raising funds.
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They might've achieved a personal goal or a personal best in a sport outside of the business.
00:10:03
All of these kinds of things make up who
00:10:05
they are.
00:10:06
So don't be afraid to share that and support those causes that are important to these people.
00:10:11
You might think, Hey, this isn't Facebook.
00:10:13
You're right, but this is humans doing business with other humans.
00:10:17
So I'm always a big fan of showing off some of these kinds of things.
00:10:21
And remember, as my nan always says, what goes around comes around.
00:10:25
Highlighting the causes that are important to your employees means when you want them to do the same
00:10:30
for you, they're going to be there to back you up.
00:10:32
So it's a two way street.
00:10:34
This is how we get more results than our competitors.
00:10:58
Another great idea for page advocacy is to celebrate the milestones of your business.
00:11:04
Now this could be employee milestones.
00:11:06
The obvious one is the employee milestones for how long they've been working in your business,
00:11:11
but I'd like you to think above and beyond that.
00:11:14
When I used to work in manufacturing, we often celebrated the milestones
00:11:18
around our safety records.
00:11:19
So how long had it been since our last injury in the workplace?
00:11:23
And hopefully that's a record that just kept getting longer and longer.
00:11:27
For other people, you have sustainability goals.
00:11:29
I'm working with one of my clients who's invested heavily to reduce their
00:11:33
carbon footprint on their factory.
00:11:36
Share about those reductions that you've been able to do, because it
00:11:39
takes a lot of time and investment.
00:11:41
It shows that you're living your values and it's better to show, not tell when it comes
00:11:46
to company pages, live your brand values.
00:11:49
Celebrate these milestones and their big deals.
00:11:52
There's a lot of things that we just gloss over and pretend that they don't matter
00:11:57
because they've become every day in your world.
00:12:00
But for those outside of your business, it just shows again that you're the kind
00:12:06
of brand that goes above and beyond.
00:12:08
And that's why sharing milestones on your company page is really important
00:12:13
and especially to the teams that are involved in making those projects happen.
00:12:17
that acknowledgement just makes them feel 10 foot tall and bulletproof and
00:12:22
want to support the page even more.
00:12:25
Page admins as official cheerleaders for the employees within your business I want you to now
00:12:31
start thinking about how can you use the company page to amplify the voices of your employees.
00:12:38
So if you have someone within the business that is currently posting content on LinkedIn, I want
00:12:44
the company page to be showing up as the first person to like that post, to drop a meaningful
00:12:50
comment and really show, Hey, we're here to support you and we appreciate what you're doing.
00:12:57
And again, that word appreciation, acknowledgement, they're going to keep going
00:13:01
around so many times in this podcast episode, because it really is the key to long term success.
00:13:08
So you can also go one step further and help amplify that post by hitting the repost button.
00:13:15
So as the company page reposts the individual employees posts, and what that does is helps
00:13:22
expose their posts to your company page community.
00:13:26
It's really important page admins to realise that you have the opportunity to
00:13:32
leverage the community that you've built of page followers and really motivate
00:13:38
them to come and check out your employees.
00:14:06
The more you work together, the more powerful the brand is as a whole.
00:14:10
There isn't an us and them mentality when it comes to business.
00:14:14
You all walk into the same place every day.
00:14:16
The success of the business means you're all successful as individuals.
00:14:21
So don't overlook the power of page advocacy to really level up all of the results
00:14:28
that you're looking for on LinkedIn.
00:14:29
This is why I'm excited by it.
00:14:30
This is why I love it.
00:14:32
This is why I think this is a gold medal winning strategy that people that
00:14:37
are just thinking page posts don't get seen by as many people, so why bother?
00:14:43
They're the people that are going to be left at the end of the pack.
00:14:45
And I'm excited for you listeners, because you are not going to be those people.
00:14:50
You are going to be the kinds of people that take action today on your company
00:14:54
page, look for ways that your page becomes the cheerleader for everybody in your team.
00:15:00
And if you're lucky and have a team of more than 10 people, don't forget on the my company tab
00:15:06
within LinkedIn for free you have all of those employee posts that are highlighted for you.
00:15:13
So it becomes really easy.
00:15:15
If your page is smaller and you don't have that.
00:15:18
The good news is you can go into normal page admin view and see a list of all of the employee posts.
00:15:24
And that is your action for the day.
00:15:27
You can just go in one by one quickly and easily like and comment and make
00:15:32
sure that your page is cheering them on.
00:15:35
Listeners, there is one thing that I can guarantee you every week when I drop these
00:15:40
episodes and I give you these strategies and tips, if you do not put them into action and your
00:15:45
competitors do, you are going to get left behind.
00:15:48
Cause I can promise you the more that I start to talk about this, it will become popular out
00:15:53
on LinkedIn and then people will start to take actions and you will get left behind on your page.
00:16:00
Company pages are no longer something you sit on the bench and just worry about what
00:16:05
kind of posts can I keep ticking over?
00:16:08
So the question is, are you going to join me in this challenge and make sure
00:16:11
that your company page is the loudest cheerleader for your team on LinkedIn.
00:16:16
And if the answer is yes, drop it in the comments or send me a message over on
00:16:20
LinkedIn and let me know what you're trying.
00:16:22
If you've got other ideas for page advocacy, I would love to hear about them.
00:16:26
Listeners, I hope that you have a fabulous week and until the next episode, cheers.
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