WHY YOU NEED A LINKEDIN POLICY!

AND it needs to be communicated, discussed and agreed to as part of your Onboarding process.

Obtaining new clients is tougher than ever, right? And it seems just as challenging to retain the good ones. So, how can your business gain that elusive competitive edge? Here’s a strategy that might just make the difference: implementing a strategic LinkedIn policy.

It baffles me—truly, it drives me crazy—how many businesses fail to understand and utilise the full potential of LinkedIn. Imagine this: overnight, your post or article goes viral, catching the eyes of thousands of key decision-makers. But there's a catch; such visibility starts with engaged employees who are aligned with your company’s content strategy. I've noticed time and again that company posts are often overlooked by their own staff. When an employee shares content from the company page, it averages 8X more views. Now, multiply that by your number of team members. Yes, the impact can be that significant.

But all this starts with a LinkedIn policy—a well-crafted one that isn’t just a document, but a dynamic part of your business strategy, AND communicated as such.

Key Components of an Effective LinkedIn Policy

1. Up-to-Date Personal Profiles: Every team member’s profile should be current and professional. This means offering support, training, and expert guidance, as crafting the perfect LinkedIn profile takes both time and skill.

2. Content Creation by Executives: Your leadership team should actively create and post content. This not only boosts their stature as thought leaders but also enhances your company's credibility and visibility.

3. Employee Engagement with Content: Specify how often you expect team members to share content from the company page. Regular sharing increases reach and engagement, multiplying the views exponentially.

4. Professional Titles and Photos: Titles should reflect the role and professionalism expected at your company. Similarly, profile photos should be professional—your policy should guide employees on how to achieve this, possibly offering professional photography services.

Why a LinkedIn Policy? The Real Benefits

1. Enhanced Brand Visibility: With every employee aligned and active, your brand presence on LinkedIn will see a remarkable boost.

2. Increased Traffic and Lead Generation: Regular sharing and professional appearances make your LinkedIn pages hotspots for potential leads.

3. Competitive Edge in Talent and Client Acquisition: A strong LinkedIn presence helps in not just attracting clients but also top talent.

4. Cohesive Brand Message: A LinkedIn policy ensures that everyone in your company represents the brand consistently and professionally, which is critical in maintaining a strong brand identity.

5. Empowering Employees Prevents Risks: An unengaged employee is not just a missed opportunity; they can be a liability. When team members are disengaged, they are less likely to represent your brand effectively and might inadvertently miscommunicate or negatively impact your brand’s image. A comprehensive LinkedIn policy empowers your employees by clearly defining how they can use the platform to both their and the company’s benefit. This not only enhances engagement but also mitigates risks associated with poor or inconsistent representation of the company online.

A clear LinkedIn policy transforms your team members from passive employees to active brand ambassadors who understand their role in the company's digital presence. It cultivates a sense of ownership and pride, making them more likely to participate actively and thoughtfully on LinkedIn, which in turn boosts their engagement and productivity.

And I need to point out the focus is on unlocking potential, not on rules.

At SmartVisory, we specialise in helping you transform LinkedIn from a mere social network into a pivotal business tool. We can help you craft a bespoke LinkedIn policy, train your team to make the most of this platform, and provide ongoing support to ensure your company stays ahead and gains an edge on your competitors.