5 Reasons to Share Company Content on LinkedIn Personal Pages | Adrien dayton
[author: Gavin Sym]
Are you wasting time sharing content on company pages? Perhaps.
Company pages just aren’t very effective. LinkedIn is all about users. LinkedIn users care about other users the most. It’s time you did too.
Nobody looks at the company pages
When was the last time you woke up in the morning, opened LinkedIn, and thought, “what the hell is that?” X the company says on LinkedIn today?
Never. You never did that. Unless you work in public relations?
LinkedIn is all about connecting with your peers, people with similar interests, skills or work experience, and having a conversation. Companies on LinkedIn are just a way to improve the work history a bit more on individual profiles.
The idea that a business page (and that excludes the insanely big and famous companies, like Apple or Microsoft) will garner a loyal and interested enough audience to make your content successful is dangerously ignorant. What you’re really doing is giving your content a place to die.
Second, we need to look at LinkedIn’s algorithm. When you share on a company page, LinkedIn removes the priority of your post from other people’s feeds, which means they’re less likely to be seen on someone else’s feed.
Employees get connections, businesses don’t
But, on the other hand, employees have real âfollowersâ. They have peers who constantly check their posts because unlike Company Pages, posts from normal users are amplified in the typical user flow.
Now you might be wondering why LinkedIn did this, by boosting individual users instead of company pages? Well, it boils down to the essential reason LinkedIn exists. To connect with your peers, and to connect with content that may be of interest to you.
Or as they say, âManage your professional identity. Build and engage with your professional network. “
Employees will always have more contacts and people looking at their profile than companies. Always.
The spider web effect
And that brings us to the spider web effect. The average business has 930 subscribers, people who view your content, but most users only have 400. So how do users get more connections?
Think about the number of employees you have. 50? 100? That’s roughly 30,000 potential connections that could view your content, compared to 930 on your business page.
And after those initial shares, of the 30,000 people who viewed the post, there’s a good chance that about 10% of them will re-share it.
That’s 33,000 people who might have seen your content, but you send them to share with the 930 people who follow your business page.
Changes in the marketing space
COVID has only exacerbated this shift in focus away from businesses and towards individuals.
The pandemic has brought fundamental changes to the marketing space and it will be impossible to go back to the way things used to work in 2019. It’s undeniable. And continuing to try to do style marketing 2019 shows a lack of understanding of how to build business now.
Social media has allowed individuals to form deep and meaningful connections with professionals, so of course they’re going to be reaching out to the person they’re chatting with on social media rather than the person on a social media ad. bus or in a phone book old enough to remember what it was.)
Getting your employees to share company content on their personal LinkedIn accounts can seem like a difficult climb, and honestly, some employees will never want to use their personal connections to promote company content. But there is a large population in every business that is willing.
I am not telling you to kill your business pages, but what I am telling you is that they are not the key to the success of your LinkedIn strategy. You can unlock this by simply leveraging the network of all of your existing employees.
As originally seen on Forbes