LinkedIn has changed a lot lately and I am not talking only about the recent redesign. The professional network marks more than 720 mln. users (adding almost 50 mln. from the beginning of 2020) and 31% raise of engagement in the last quarter – Microsoft’s FY21 Q1 – described by the parent company as ‘record levels of engagement’. This makes the moment perfect not only for LinkedIn but also for one of its most important group of partners – all companies with pages on the network.
Though there are a number of causes for managers, employer branding specialists, sales professionals, etc. to be active on LinkedIn, here are three reasons to book a training for your HR, Marketing and Sales teams in order to turn active into winning.
1. Increase efficiency through quality of content
‘Content is King’ is more of a rule rather than a cliché. Which means that in social media experience is not all. I have seen dozens of great communication pros casting links on LinkedIn (and worse – in their copies on Instagram) and achieving poor results in terms of engagement.
And this is the main purpose of a LinkedIn training – not only to give you basic knowledge of the features of the network, but also to teach you how to use them effectively. When to share, what to share, HOW to share – all the strategic know-how that will lead to long-term results.
2. Better employer brand and employee engagement
Yes, LinkedIn used to be about job offering years ago. But now, more than ever, it is about employer branding and all the ways companies can position themselves in front of their current and future employees. And given internal communication isn’t the easiest thing on Earth, learning how to use the tools of LinkedIn in order to reach – and engage! – your employees becomes crucial.
A good corporate training on LinkedIn for HR and marketing professionals should include insights and tips for community building, content repurposing and… clear guidance on how to inspire employees to amplify the important corporate messages.
3. Make LinkedIn an important part of your B2B Sales Pipeline
In times when face-to-face meetings are no longer regular and cold calls are almost history, building successful business relations should be a top priority for all salespeople, especially those in B2B. And I am not talking about lonely warriors, LinkedIn should be part of the Sales Pipeline of the whole company. How to connect with quality prospects, how to grow your network, how to use Sales Navigator and Groups to establish your personal professional brand, what is Social Selling, when to send promo messages and meeting requests – if your LinkedIn trainers don’t give you those, change them.
What type of LinkedIn Training should you choose? The answer to this question resonates with the main strategy of the company for the foreseeable future and sometimes – with the business targets of the different divisions.
If you need to improve your employer branding (EB) communication, a 4-hour advanced training with your Marketing and HR teams will provide not only the required insights, but will also bond the two most important parties for the execution of the EB strategy.
When your B2B salespeople are facing hard times, a joint 3- to 5-hour training for the Sales and Marketing divisions could help streamlining the process and adding the most important (plus the latest) features on LinkedIn into the arsenal for lead generation and social selling.
But what if your company has dozens of employees throughout the different divisions who are active on the platform? Gather ’em round! Building an army of brand ambassadors starts with engaged employees and in 2 hours they can receive not only the ABC of LinkedIn communication, but also the main procedures and messages that should be amplified later on.
And not least, the C-suite should always be on board with the B2B marketing strategy of the company where the professional network probably plays a leading role. So only 1 to 2 hours of their time could convince them to support and even participate actively in all corporate campaigns on LinkedIn.