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Prospective clients and new hires are not only scanning your company’s website, but your LinkedIn company page and employees’ pages too, from the C-suite to interns alike.
There’s a demand for a holistic and comprehensive digital view of your firm—and this includes your employees. Many discussions on ways to bring a human element to corporate social media have focused on one individual–the CEO. However, brands are beginning to realize the importance of having the face of the company represented on social media through employees of all levels, actively engaging with clients and prospects.
These connections create relationships that resonate with clients, prospects, and hires, and they keep your firm top of mind. One of the best ways to establish these professional connections is through LinkedIn. Here are a few reasons and benefits for your employees to have strong LinkedIn profiles.
1. Positive public image and brand reputation
LinkedIn is a great opportunity for your firm to show off its collective company expertise. Prospects, clients and others can see the expertise of each employee if profiles are kept up to date with skills, experience, endorsements and accomplishments. Additionally, employees can post news updates, job openings and new hires to demonstrate the growth of your company. This puts your company in front of your employees’ networks, but also prospects, clients and job seekers who are searching for your company. It’s important that your CEO maintains a strong LinkedIn profile, as they are often the most well-known face of the company. But the collective presence of your employees on LinkedIn is essential in that it makes your brand more human and authentic.
2. Increased firm visibility
Oftentimes one of the only things an employee will do on LinkedIn to promote the firm is by updating their profile to list you as an employer, which links to your Company Page. This is important because a person’s job title and place of employment are the only thing you can see about another user before clicking on their profile. However, there are several other ways that employees can edit their profiles to increase the visibility and reach of your firm. Employees can include a brief description of your company under Experience or the Summary section of their profile, use company keywords in the job description, and even add a link to your website. Employees can also follow the Company Page so that it shows up in the Interests section of their profile, share thought leadership produced by colleagues, connect with their coworkers and give each other endorsements for relevant skills. All of these ideas will make your firm more visible when someone lands on an employee’s profile, and the keywords and information will help profiles appear in search engine or LinkedIn search results.
LinkedIn is great for search engine visibility. Oftentimes when your firm’s name is searched, its LinkedIn page will come up in the first several results. This valuable search engine real estate should be leveraged to show your firm to be the well-rounded capable partner that it is. …read more
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