Viveka talks about the necessity of having a social media policy, both for the company's protection and also so employees feel comfortable with what they are allowed to share.
- [Instructor] Successful employee branding on LinkedIn is not just about having great profiles, it's about encouraging your employees to share and engage more on LinkedIn. If you are going to encourage your employees engagement, you must also be clear as to what your employees can and can not do on LinkedIn. It's time to take a look at your social media policy or write one if you don't have one already. You want a social media policy that both empowers you and your employee amplification.
But you still need to make sure that your company is protected too. Sometimes this can be a bit of a balancing act but that's why we have this video. When you get a chance check out this blog post called, how to create a social media policy that empowers employee advocacy. We'll share the link for you. Your policy also needs to explain legal requirements and compliance issues if there are any. Now this is usually the case for legal, financial, and medical industries. So always make sure to ask a legal professional if your industry has compliance issues when it comes to social sharing and what they might be.
Add them to your policy. Make sure they're summarized and please make sure they're readable. You can keep the legalese out of your LinkedIn policy. This is so that your employees can read it, digest it, understand it, and sign it. Use the policy to encourage the right kind of sharing. As far as the right kind of sharing, make sure to give your employees posts, images, infographics, and videos to share, so that they're comfortable and have easy access to great content.
Do set expectations of what's private or inappropriate and what's appropriate behavior. We just want to make sure that your employees are not using LinkedIn like a Facebook account, oversharing political and religious posts, overly personal content, or anything that's out of alignment with your company culture. And then you need to make sure that there are consequences for bad behavior and that you follow through on those consequences. I just want to bring up one final thing.
While I've been talking about creating a policy so that you can encourage your employees to share the right type of content and not the wrong type of content, you can't tell them what they have to do. Their LinkedIn profile belongs to them and you can even see that in LinkedIn's end user agreement. As between you and others, including your employer, your account belongs to you. Now I would encourage them to share content, create content for them, and let them know why it's a win-win situation.
Let them know why it would be beneficial for them to share the content for you as well as being beneficial to the company itself. More visibility might mean more business for them, more visibility might mean the company does better and they get a raise. More visibility, more employee advocacy, means that the brand is stronger and they attract more clients. There's a lot of upsides to getting your employees to buy into employee advocacy.
And while it might not seem like it, this policy really is about reinforcing your company culture. Use the policy to empower your employees in sharing content to make them feel safer, and to let them know what they can and can not do.
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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