As talent brand leaders, when given the keys to run a strategy, the first reaction is to look at the traditional networks in terms of creating content. By doing that, one naturally looks at Facebook, Instagram, and Twitter. More times than none, corporate marketing peers don’t feel that employer brand has a place on LinkedIn, and many talent branders in turn discount the platform to some extent. LinkedIn is simply considered to be a place to share jobs (paid and organically).
But what if talent brand took a different approach to LinkedIn?
Recently, the Talent Brand Alliance [TBA] community connected to discuss LinkedIn. They decided to bring everyone together on one of their regular member calls to discuss why LinkedIn is very much a platform for employer brand, ownership, content strategy, and so much more. Here are some of the highlights from the call:
Employer Brand content performs around 4x better than consumer brand content
Marketing can tend to think EB is light, fluffy, and not a priority in the marketing space. If you find yourself needing to back this up at your company, look no further than analytics:
It benefits marketing to have employer brand content, as it brings more visibility and increased clickthrough and engagement. Employees engaging with the company content provides street credibility that your brand simply cannot purchase.
Do you send traffic to targeted landing pages or your career page?
How do you maintain an international presence on LinkedIn?
How Do You Create Ambassadorship and Advocacy?
Lindsey uses Bambu, but she preps managers by putting them through storytelling training with a few questions and tips:
How do I get employees to share content?
What are the top 5 things they should do:
Fun Facts and Things to Keep in Mind:
Stories are 22x more memorable than facts
No matter how one shapes it, LinkedIn is one of the top social networks for all professionals across the globe. Because of that, it needs to have a place in every company's EB strategy, not simply viewed as a place to post, pray, and lay dormant.
If done properly, EB leaders can help build credibility with hiring managers, nurture confident brand ambassadors, and make the most of the company’s and their own personal LinkedIn presence to effectively spread brand on a vital, and increasingly overlooked, channel.
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