TAL .002: Get Your Marketing Team to Post on LinkedIn

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The Arete Letter

You know they should be posting … but they probably aren’t. Here’s how you can change that behaviour.

This letter is about your team’s personal LinkedIn profiles – why they matter and how you can maximise their impact.

1. The Problem

Most marketing leaders realise that successfully using a company LinkedIn page for something other than meme posts isn’t easy.

Which is why they encourage their team members to start posting.

They understand the value of having a dozen real people all sharing the same message on the same platform.

But, for many companies, getting internal uptake is hard.

Many individual contributors don’t understand why it’s important that they post.

Often, they feel like they’ve got nothing interesting to say.

And, then, of course, there’s the ever-present high-priority project that derails even the best of LinkedIn posting plans.

So how can marketing leaders get their teams to start using LinkedIn consistently?

2. The Solution

You can’t force people to use their personal LinkedIn profiles … but you can encourage them and incentivise them to do so.

Use this three-step formula: Educate + Empower + Enable

Educate: Tell them why posting and engaging on LinkedIn is important, both for them personally and for the company.

Explain that a LinkedIn following is an asset they can take anywhere in their career – and that sharing the company narrative/messaging (in combination with their own ideas/spin) is a great way to drive brand awareness and nurture demand.

Note: practice what you preach. Before you ask your people to use LinkedIn, you should be consistently posting and engaging yourself.

Empower: Make starting as easy for your team as possible. Pay for high-resolution headshots. Get an agency/freelancer to write proper bios for each person. Tell them how to put together a content strategy and a posting plan.

Once friction is removed, incentivise them by implementing hybrid attribution (if possible). They can then get credit if a revenue opportunity hears about the company from one of their LinkedIn posts.

You can also do something fun, like a gift voucher or bonus for whoever posts the most consistently over a quarter.

Whatever you decide, make sure you pull the levers that drive your people.

Enable: The biggest barrier to people using LinkedIn is, in my experience, time.

So create time for your team.

Example: you could set aside half an hour every morning that is designated LinkedIn time. Don’t schedule meetings, don’t expect other work to be done, and set a good example by posting yourself.

Importantly, never punish or discourage people for what they post on their personal profiles (assuming it’s not illegal/inappropriate).

If their posts run counter to your company’s narrative, it’s probably because you haven’t convinced them that it’s a narrative worth believing in.

3. Implementation

Tech Needed: None

Ease of Uptake: Hard

  1. Get started on LinkedIn yourself. Be the exemplar of the behaviour you want to create.
  2. Hold a LinkedIn education session. Explain why posting and engagement matter from individual and company perspectives. Consider bringing in a LinkedIn expert or paying for a course if you’re new to the platform.
  3. Remove friction by paying for professional bios and headshots (these can be used on the company website and other collateral too).
  4. Eliminate toxic behaviour that punishes or discourages people from posting.
  5. Incentivise through internal credit systems (e.g. hybrid attribution) and gamification.
  6. Create time within your team’s day for posting and engagement. Pick a time and stick to it. No meetings or excuses (within reason).

By Duncan Croker

Duncan is a copywriter with a background in editing and storytelling. He loves collaborating with brands big and small, and thrives on the challenges of hard marketing.