We know that content from individual profiles tends to be favoured by social media algorithms ahead of posts from company pages. This is why it is so important for companies to support employees to be active advocates online, particularly on LinkedIn.
But how do you choose the right employee advocates?
- Choose people who are already active social media users. Save yourself time and energy by working with advocates who get digital channels.
- Look for people who already engage with your company's social media activity. Anyone who is already liking and sharing page content is well on their way to being a star employee advocate.
- Select those who have an interesting, niche, or high profile role. It’s not all about seniority, it's finding advocates who have something interesting to say. Front-line staff, anyone who is regularly out and about as part of their work, and those who have a specialist role are ideal candidates.
- Find good storytellers. The competition for attention on social media channels is fiercer than ever. Some of us are natural storytellers who can engage an audience on or off line. Find those people and put them to work.
- Make sure your representatives will have time to engage. Good social media advocacy isn’t just scheduling some posts every so often. Your chosen representatives need to be prepared to spend time engaging with replies to their own content, and joining conversations on other posts.
Finding the right people can really boost your overall online presence and achieve much better results than company page content alone.
Read our helpful guide to LinkedIn
Read 5 posts employee advocates should be sharing
