LinkedIn Elevate: The Power of Employee Activation
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Zoë Diamadi, Senior Director, LinkedIn Companies with high levels of socially active employees are able to more easily build their brands, sell their products and hire the talent they need, and we have the data to prove it.
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LinkedIn Elevate: The Power of Employee Activation
- 2. Zoë Diamadi Senior Director LinkedIn The Power of Employee Activation
- 3. All the world’s professionally relevant knowledge resides in the minds of our members - Jeff Weiner, CEO
- 4. Members share their knowledge with the world Most shared content by enterprise FinServ professionals (March 2015) Financial Planning Retirement Investment Banking Top Trending Topics Top Articles • Citigroup Has Cleanest Stress-Test Pass of Top Wall Street Banks | Bloomberg • 10 Questions To Ask Your CPA | YourSmartMoneyMoves.com • The Power of Three | MorganStanley
- 5. When members share, everyone benefits Member ConnectionsEmployer
- 6. Your employees’ networks are large Company Followers Employee Connections 20X More 1st degree connections than company followers On average, companies represented in the room today . . .
- 7. Your employees’ networks are valuable 49% of all High Net Worth Individuals on LinkedIn Employees of companies represented at FinanceConnect are connected to . . . 71% of all Institutional Investors on LinkedIn 53% of all Financial Advisors on LinkedIn
- 8. Few employees share company-related content today 6% of employees shared company-related content1 in March 1 Company-related content defined as: 1) Company Status updates, 2) Employee Influencer posts, 3) Employee Long-form posts, 4)Employee shares/posts
- 9. Yet this small group drives significant engagement On average, employees drove 43% more engagement with company-related content 6% of employees shared company-related content in March +43% 1 Regular Engagements = Engagements with Company Status updates, Influencer posts, and Sponsored Updates 2 Employee-driven Engagements = Engagements with employee long-form posts, employee shares / re-shares / posts / comments / likes / clicks Regular Engagements1 Employee-driven Engagements2 Total Engagements
- 10. Employee engagement % No Employees 6% Employees 13% Employees +43% +92% 0% Today 6% If increased 13% Total engagement Like, click, comment, re-share Even small increases in employee activation can drive significant impact
- 12. Set measurable goals upfront Get leadership to lead the charge Emphasize the value to employees Make it easy for employees by regularly suggesting sharable content Recognize and reward participation
Hinweis der Redaktion
- "All the world's professionally relevant knowledge lives within the minds of our members" Something our CEO says regularly and that we firmly believe Part of our vision is to build products and solutions that help "unlock" that knowledge and make it more accessible for everyone Ultimately this helps support our mission to make the worlds professionals more productive and successful One important way in which knowledge is spread is when members (or employees) share it with their networks.
- [unclear if we need this slide] Professionals who work in financial services share content with their networks as well. We know from our research that the topics most engaged with by this audience are: Investment Banking Retirement Financial Planning
- We've always known that sharing benefits members in connecting with their networks, building their professional brands and encouraging information exchange with others But we've also known (and recently proven with data) that when employees share knowledge it helps make the companies they work for more successful as well Specifically as a result of their employees’ sharing content with their networks, these companies find it easier to achieve their business goals around hiring, marketing, and selling. But why do companies benefit when their employees share content with their networks? It’s because these networks are incredibly large and filled with the audiences that companies are trying to reach and influence.
- We looked at the data for the companies in the room here today and this is what we saw. On average, for those companies in the room, your employees’ 1st degree networks are 20x the size of your company’s follower base. So this is a population that is 20x the size of anything your company has on it’s own – and these are individuals who have opted into a relationship with your employees and are interested in hearing what they have to say. Your employees networks are not just large, though, they are also very relevant to your company’s business goals.
- In looking at the employee networks for the companies in the room today and what we saw was the following. Collectively, your employees are connected to: 49% of all high net worth individuals 71% of all institutional investors 53% of all financial advisors These are very relevant audiences – and in many cases the very audiences companies like you are trying to reach and engage. Companies whose employees share regularly with their networks are able to tap into these very large, very relevant populations and drive engagement with their content and company overall. But the truth is that few companies are doing this well today – particularly in the financial services area.
- We looked at the companies in the room and analyzed the % of employees who are shared company relevant content with their networks. And we saw that on average, only 6% of employees shared content that was company relevant. This is the average – there were many who were lower and 1 or 2 companies here today with the highest percentage in the room – 13%. Lets take a look, however, at what type of engagement this 6% of employees is driving with company relevant content.
- When we look at engagement overall with company relevant content, we see that on average, this 6% of employees increased the company’s total engagement by 43%. Said differently, this small pool of employees is driving a considerable amount of the engagement that companies receive with their content.
- Main Point: You don't need all your employees to be active to see results; small increases can drive tremendous impact This shows the average increase in engagement companies can expect when they activate more of their employees As you can see, companies with 13% of their employees activated can expect almost a 100% increase in overall engagement with their content as a result Two companies in the room today have this level of employee activation And it's not just engagement with content -- employee activity like this helps you reach and engage your target audiences and woo them – to learn more about your products and services, to purchase from you – or even to want to work at your company. We've seen the data and we can see company by company how employees’ organic activity is already helping them be more successful. Our goal is to help facilitate this type of knowledge sharing to further empower employees to be social and companies to reap the benefits. Seeing this type of opportunity for both our members and the companies on LinkedIn is why we decided to build a product to help companies do it more effectively. We announced last month our work on LinkedIn Elevate.
- We know that companies benefit when their employees share professional content Challenge is that curating content is challenging and employees don’t have the time or resources to do it effectively Also it’s hard for companies to demonstrate results – and tie social activity to bottom line impact. Elevate is designed to help companies empower their employees to share great content with their networks and become social professionals. Elevate leverages the power of LinkedIn data to help make companies successful at each stage of the process– From Curation, to Sharing and finally Measuring impact and demonstrating results. For instance, Curate: Trending topics by audience to inform content strategy and ensure the content you’re sharing is relevant to your target audiences Share: “Intelligent scheduling” maximizes audience engagement making sure your employees share content at the time that will drive the most engagement and impressions from their networks Measure: We know that when employees share it helps drive business outcomes and so we’ve been thoughtful in our development to help close the loop between employee activity and results With Elevate, companies can see demographics details around who you are reaching and engaging to confirm that you are in fact resonating with your target And Elevate moves beyond mere reach and engagement to help companies understand how employees’ activity is driving business-level metrics like sales and hires. We’re currently working with about 40 companies in a limited launch and very encouraging results – driving everything from engagement with content to traffic to websites to actual leads and trial downloads. Elevate will be generally available next quarter, and if you’re interested in learning more please reach out to your rep or come see me after this talk.
- Finally, I wanted to leave you with insights from the companies who are doing this well for those of you who are interested in staring an employee activation program at your own company: Set your goals up front. Are you looking to increase engagement with content? Drive sales? Improve brand perceptions? Get clarity early on what your employees will help you do so that you can demonstrate impact later Get leadership to be internal advocates Especially in this industry, changing the culture from “never share” to becoming social professionals won’t happen overnight If you have senior leaders who are visibly walking the walk and sharing actively themselves, employees will feel more comfortable doing so Remember to emphasize the value to employees. Sharing helps employees build credibility as experts in their fields and increases their own professional visibility. If your employees don’t understand the value to them they are unlikely to participate Make it easy Finding quality professional content to share takes time Most of your employees aren’t social media professionals and they have day jobs of their own You can make it easy for them by regularly suggesting content for them to share Recognize participation Thank and recognize employees who become more active Encourage these employees to become advocates for social – and to speak to why it’s made a different to them and their careers