LinkedIn's 'Recommend to Employees' Feature: A Guide for Marketing Leaders

LinkedIn's 'Recommend to Employees' Feature: A Guide for Marketing Leaders

One of the big frustration we hear from Marketing and Communications teams is the lack of support from employees on Linkedin in sharing branded content they produce and post on the company Linkedin page.

The crazy part is Linkedin has released a new feature on Linkedin pages that very few know about and it caters to exactly that challenge.

The feature is called ‘Recommend to Employees’

In this article, we'll delve into the importance of this feature for marketing leaders and brands, and provide a step-by-step guide on how to leverage it effectively.

What is the 'Recommend to Employees' Feature

The 'Recommend to Employees' feature is a game-changer on LinkedIn Pages. It empowers businesses and organizations to suggest content to their employees, encouraging them to post it.

Posting on a Linkedin Page:

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Recommending to employees

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Why it is a game changer?

Main benefits for you is your corporate content is not only posted on your Linkedin’s page but can be posted by more employees on their own feed rather than being just liked, or re-shared.

This will results in more views and higher reach.

In essence, it turns employees into brand advocates, exponentially amplifying the reach and impact of your content.

Also you make your life and your employees lives easier. No need to email employees with the content of the post you want them to post. Just post your post on your apge and post it in the ‘recommend to employees’ section.

All employees with a verified work email address will be able to see your ‘recommended posts’ and can post one in their own feed in one click, as it was their owm.

Make sure employees edit the post you curated by editing slightly or adding their own perspective before they post it..

Despite the fact that only 3% of employees share content, they generate 30% of all content engagement for a typical business.

Why Is This Feature Vital for Marketing Leaders and Brands?

  1. Enhanced Brand Visibility: Marketing leaders can significantly boost their brand's visibility by recommending content to employees. When employees share company updates and industry-specific content, it reaches a broader audience, building trust and credibility.
  2. Employee Engagement: Engaged employees are valuable brand advocates. Encouraging employees to share content fosters a sense of ownership and can lead to higher retention rates and improved internal communication.
    1. Also, it removes one of the biggest barrier that stops employees and leaders from getting active on LinkedIn: the blank sheet of paper syndrome. No more excuse 🤣
  3. Wider Content Distribution: Content recommended to employees often gains higher visibility and engagement, thanks to LinkedIn's algorithm. This can result in increased website traffic, lead generation, and brand awareness.

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Average company post reach is 3% of the company’s followers

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Having employees comment on a company post instead of sharing will have 8x more impact
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Having employees comment the company’s post AND start a new one in the ‘Recommend to employees’ will ultimately skyrocket your content’s reach

Source: Linkedin Algorithm Research 2021

How to Effectively Use the 'Recommend to Employees' Feature

Now, let's dive into the step-by-step process of creating and editing recommended content:+

Creating Recommended Content:

  1. Go to your Page admin view.
  2. Click Recommend to employees above the Start a post field.
  3. Click the Recommend to employees field and enter your post.
  4. Optional: Add an image, video, or document.
  5. Click the Recommend button.

To edit recommended content:

  1. Go to your Page admin view.
  2. Click Recommend to employees above the Start a post field.
  3. Locate the recommendation and click the More icon in the upper-right corner. You can only edit your own posts.
  4. Click Edit recommendation.
  5. Apply your edits and click the Save button.

What employees should see and should do:

Employees should:

  1. Verify their work email address (Here is How to verify it).
  2. Visit the ‘My Company’ Tab on your company page regularly or when you tell them to.
  3. Select a post you curated and click ‘Start a post’.
  4. Edit what they want / add their perspective.
  5. Click Post.

What Employees see when viiting the My Company Tab on the Linkedin Page of their company
What Employees see when viiting the My Company Tab on the Linkedin Page of their company

What Linkedin page admins will see

Employee Advocacy analytics help LinkedIn Page admins gauge trends in employee and member engagement with content recommended to employees on the My Company tab.

They are only available on desktop. Highlights metrics are an aggregate calculation from the past 30 days.

Metric
Definition
Recommendation
The number of recommendations that your Page made for employees.
Posts
The number of posts generated by employees from recommendations.
Reactions to posts
The total number of reactions by LinkedIn members to employee posts generated by recommendations.
Comments on posts
The number of comments by LinkedIn members on employee posts generated from recommendations.
Reposts
The number of reposts by LinkedIn members from employee posts generated from recommendations.

In conclusion, LinkedIn's 'Recommend to Employees' feature is a potent tool for marketing leaders aiming to expand brand visibility and employee engagement. By following this step-by-step guide, you can effectively harness the potential of this feature, turning your employees into influential brand advocates on LinkedIn. Stay ahead of the competition and optimize your LinkedIn Page for success in the dynamic digital landscape.