Employee advocacy has transformed the way businesses approach social media marketing, turning employees into key players in amplifying brand messages. One tool that played a significant role in shaping this strategy was LinkedIn Elevate. This platform empowered employees to become brand ambassadors by seamlessly sharing company-curated content with their LinkedIn networks.
However, the discontinuation of the platform in 2020 left many businesses at a crossroads. The challenge now is to find new, effective approaches to maintain and grow employee advocacy programs. This article will explore the implications of LinkedIn Elevate’s closure and provide actionable strategies for companies to adapt their employee advocacy plans. Whether you’re reevaluating your current approach or starting from scratch, these insights will guide you through navigating these changes with confidence.
What was LinkedIn Elevate?
LinkedIn Elevate was designed to boost a brand’s presence on social media through employee advocacy. Its core functionality centered around curating and distributing content that employees could easily share on their LinkedIn profiles. This platform was particularly innovative because it leveraged the power of personal networks to amplify a company’s reach and influence.
One of the key aspects of Elevate was its ability to provide businesses with a streamlined process for content distribution. Companies could handpick articles, blog posts, and other relevant content, which employees could then share with their networks. This made it easier for brands to ensure consistent messaging and also empowered employees to become thought leaders in their respective fields.
However, in 2020, LinkedIn announced the discontinuation of Elevate. This decision has significantly impacted businesses that had come to rely on the platform for amplifying their brand through employee networks. The closure of LinkedIn Elevate means companies now need to seek alternative ways to engage their employees in advocacy roles.
Post-LinkedIn Elevate: Tips for Employee Advocacy
With the discontinuation of LinkedIn Elevate, companies might feel like they’ve hit a roadblock in their employee advocacy efforts. But this change opens the door to new, potentially more impactful strategies. This section will provide practical tips for continuing effective employee advocacy, even without the support of this particular platform.
Strengthening Internal Communication
Successful employee advocacy requires strong internal communication. It’s crucial for businesses to establish clear, open channels where employees feel informed, engaged, and valued. This strong internal communication foundation keeps employees aligned with the company’s goals while also encouraging them to share content with enthusiasm and authenticity.
To improve internal communication, consider tools and platforms that facilitate easy and effective interaction among team members. Options range from traditional intranets to modern collaboration tools like Slack or Microsoft Teams. These platforms can be used to share company news, celebrate achievements, and distribute content for employees to share externally. The key is to choose a platform that fits your company’s culture and size, ensuring that all employees feel connected and engaged, no matter where they are.
Empowering Employees in Content Creation
Another critical aspect of employee advocacy is involving your team in the content creation process. When employees contribute to the content they share, it boosts their engagement and lends authenticity to your brand’s voice. This approach can lead to more organic outreach and deeper connections with your audience.
Encouraging employee-generated content can take many forms. You could invite employees to write blog posts, create videos, or even share their work experiences on social media. Providing guidelines and content creation workshops can help maintain consistency and quality. The benefits of this strategy are twofold: it showcases the human side of your brand and amplifies your reach as employees share these genuine pieces with their networks. This fosters a sense of ownership among your workforce and resonates more strongly with your audience, creating a more engaging and relatable brand image.
Using Alternative Social Media Platforms
Of course, it can be beneficial for businesses to explore other social media platforms for effective employee advocacy. While LinkedIn remains a key player, especially with features like the “My Company” tab, which allows for promoting content within your organization, other platforms offer varied benefits too. Instagram and Pinterest are excellent for visual content, Twitter is ideal for quick updates and industry news, and Facebook’s diverse user base supports broader engagement.
Besides these platforms, tools like Hootsuite Amplify present a more structured way to engage employees in advocacy. Similar to LinkedIn, Hootsuite Amplify allows for curated content distribution, making it easier for employees to share relevant, brand-aligned content on their personal social media accounts.
Training and Motivating Employee Advocates
Effective employee advocacy also hinges on proper training and motivation. Offering training in content marketing and digital advocacy equips employees with the necessary skills to represent your brand confidently. Topics like building a personal brand, understanding content curation, and mastering social media best practices are essential.
To encourage participation, implementing incentive programs can be highly effective. Whether it’s through formal recognition, rewards, or public acknowledgment, showing appreciation for employees’ advocacy efforts boosts morale and motivation. The goal is to create a culture where employee advocacy is not only recognized but also rewarded, fostering genuine enthusiasm for your brand.
A New Chapter for Employee Advocacy
Overall, employee advocacy remains a powerful asset for business marketing. The authentic voices of employees can resonate deeply with audiences, providing a human touch to digital marketing efforts. As businesses navigate this transition, the focus should shift to leveraging a variety of tools and platforms. These solutions, combined with a commitment to strong internal communication, employee training, and continuous evaluation, can fill the gap left by LinkedIn Elevate and even lead to more dynamic and effective advocacy strategies.
Keep in mind that the journey of employee advocacy is one of constant evolution. The key to success lies not in a single tool or platform but in the ability to harness the collective power of your workforce to advocate for your brand. By embracing change and fostering a culture of collaboration and innovation, businesses can continue to thrive in their employee advocacy efforts, making a lasting impact in the digital marketing world.