Why do you need your senior leaders to play a more active role on LinkedIn? Because there may be gold in them there hills...
LinkedIn's APAC Head of Content, Daniel Hochuli, recently shared some insights from a piece of research his team undertook for an org that wanted to amplify the voices of C-suite leaders, and it illustrates several things that can benefit individuals in any size of organisation.
One of the key things I took from this (link in the comments) is that while company pages may have more of a following than your leaders - particularly for larger orgs - an analysis of the audiences of both the brand presence and that of members of the C-suite showed the following:
- The company page (brand presence) skewed to entry-level and junior employee audiences
- Nearly 50% of the CEO/COO followers were senior leaders
- C-suite execs tend to follow their peers over the brand channel
Now, I'm not saying for a minute that company pages are pointless. They play a key role in talent and attraction, brand building, etc., and much more.
Neither am I saying that the C-suite is always the key decision-maker you will need to reach.
But, what I am saying is that all too often the potential positive impact of activating senior leaders, and enabling them to share their experience, values, and expertise is massively underestimated.
Whether you're part of a multinational, a mid-size, fast-growing, or start-up business, here are some things to keep in mind when it comes to getting this stuff to work harder for your organisation:
🦡 Don't rely on your company page for communicating news and insights to decision-makers.
🦡 Don't just ask your leaders to repost company page content, or links to your website.
🦡 Do help them to create thought leadership content for the LinkedIn feed.
🦡 Do encourage them to use their own voice and turns of phrase in their activity.
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