Mastering LinkedIn and Employee Advocacy: Lessons from the Insights Series

This month Media OutReach Newswire had the privilege of hosting not one, but two events in two cities: Singapore and Hong Kong.

The Insights Series: Navigating the New Rules of Content and B2B Engagement, brought together industry leaders to foster knowledge-sharing and connections among old and new friends.

With insights from LinkedIn, PageGroup, SleekFlow, Temus and the Hong Kong Tourism Board, we learned why authentic content is critical in today’s complex digital world, how a polished LinkedIn profile is central to your personal and professional brand and why staff are your most important customers and should be treated with trust and respect.

Among the bigger takeaways from both events was how to boost your LinkedIn profile for personal and professional use and LinkedIn’s Samuel Gomes delved into the finer points of how to make your profile look good and provided some fundamental tips that people often ignore when posting.

The first hour matters

One of the bigger insights into how LinkedIn’s new algorithms operate is that the first hour after posting on LinkedIn is critical. Content virality is no longer the sole factor in finding a wider audience. Your post must be engaging, relevant, and of the highest quality. Use hashtags wisely (3-5 is ideal) and consider leveraging LinkedIn’s Creator Mode to allow people to follow your work. Posting on weekends is encouraged, as LinkedIn’s algorithms reward consistency.

Original content wins

While sharing a post is quick and demands little effort, little effort means little reward. LinkedIn’s algorithms will always prioritise original content over reposting other people’s work. Take the time to invest in original content and LinkedIn’s robots will ultimately reward you for your efforts.

Employees as brand ambassadors

A general theme to emerge across both the Hong Kong and Singapore events was that employees can be your most powerful brand advocates on social media. Empowering employees as brand advocates can be done in a strategic and almost scientific way, says Germaine Lim, Senior Communications Manager Asia Pacific at PageGroup. Providing staff with easy-to-use templates, granting them access to research materials and offering guidance on how and when to post are some key areas to consider. Lim says showing employees the value of their contributions and how their content performs has been instrumental.

Be authentic

Another key theme to emerge from the Insights Series was the value of your authentic voice. Be human and build brand loyalty in a meaningful and authentic way, says Joy Lui, Global Marketing Director at SleekFlow. Lui says that standing for something and offering a human touch will go a long way to building trust with your customer base.

Our goal for the Insights Series is simple. Bring the industry together for knowledge-sharing and networking to advance the PR industry. We will continue to invest and take a leadership role in discussing the big issues with our industry partners. We extend our heartfelt gratitude to everyone who made these events a resounding success. Stay tuned for more updates and future events.