Viveka shows the most impactful areas on the personal profile of employees to add company branding.
- Did you know that all your employees who attach themselves to your company page could possibly show up in a search of your company? Now, the more active they are, the more likely they are to be seen, but the other thing to be aware of, is search results are also very much aligned with how you are connected to someone. Whether they're a first-level connection, which on Facebook would be friends, a second-level connection, friends of friends, and third being pretty much everybody else.
So it is entirely possible when someone is searching on your company that one of your employees who's not usually customer-facing and may not have the best account on LinkedIn, could still show up as a brand representative. And that's why it's really important for you to create a template that you can share with them. And then you can either just do a quick training, or send them an email asking them to add certain features to their LinkedIn profile.
Again, the easier you make it for them, the more likely they are to do it. Things I would recommend including in this template are the background images we spent so much time talking about so they can easily click on the pen and add that background image. Make sure you give them some options for a headline so that it doesn't just say, Title at Company, or, worse, nothing at all. And then, give them some options for the summary section.
Again, most people don't realize that you actually have 2,000 characters to work with. If they have anything at all, it's a line or two, and it's more like a resume. This is an awesome opportunity for you to brand your company and for your employees to become brand advocates. And finally, make sure that they've added your company to their experience section. Now, as I mentioned in the previous video, they own their profile, so they don't necessarily have to add the branded copy and visuals you provide.
But, let them know that it could benefit them, and it would certainly benefit your company if they do. For those non-customer-facing employees, you probably don't need to encourage them to share content updates. If they do, however, please make sure that they review and sign the social media policy. If they know there are advantages, and you make it easy, they may be more willing to do so.
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- Constructing a strong company page
- Building your visual brand
- Sharing your company culture
- Making your company page a content hub
- Determining which posts to share
- Creating thought leaders and influencers
- Building personal profiles with branding
- Establishing expertise on personal profiles
- Sharing appropriate content with your employees