LinkedIn? But I’m not looking for a new jobPublished: 2019-07-31 12:53
There’s a big focus at Essity right now on how we can use LinkedIn more effectively. The rationale makes a lot of sense for a company with 47,000 employees. If you can get even half of those employees using LinkedIn and they each have 100 unique connections, then you’ve got a potential audience of over 2.3m people.
In addition, Essity recently celebrated it’s 2-year anniversary (since splitting from SCA) and achieved the milestone of reaching 100,000 followers on LinkedIn. That’s now grown to 108,000 in the last month.
“LinkedIn? But I’m not looking for a new job,” seems to be a pretty common response when you chat to people about getting more active on LinkedIn. As regular users will know, it’s no longer just a tool for job hunting and recruitment, it’s evolved into a news channel on which companies can become their own media outlet.
In many ways, I think it can be more effective than traditional PR because of the control you have over the message and the content. You can define who sees your news and engage in a two-way dialogue, and the simple options for users to like, share, or comment on content means it can reach a large and relevant audience very quickly. Additionally, the audiences and networks that you’re speaking to have opted in to hearing from you so are more likely to be interested in what you have to say and the content you are interacting with.
PR professionals still love to see newspaper cuttings but is it honestly as effective? The audience is largely undefined, you have no control of the message, and no way to drive direct action. Additionally, it’s very difficult to measure the impact of a newspaper article and increasingly journalists are dropping brands out of articles completely. Whereas with LinkedIn, you can control all of the above and you can measure impact in the form of click-throughs, company followers, job applications, post engagement etc.
We’re looking at how we can improve our use of LinkedIn as a company and as individual employees. Already, Essity employees have 1.2m unique first-degree connections on LinkedIn at over 185,000 different companies. So, imagine the potential if we can grow that and start to utilise our ability to reach that audience with news, content, job opportunities, and more.
And of course, it’s not just about corporate communications and reputation. LinkedIn continues to play a massive role in employer attractiveness and recruitment, it’s a fantastic channel for B2B sales networking, the paid targeting aspect of LinkedIn provides an unrivalled B2B marketing tool, and it’s a brilliant way for business leaders to deliver regular short-bursts of non-confidential internal communications to employees.
Earlier this month our country leadership team sat through a training session on how to use LinkedIn for the benefit of their business areas but also for their own profiles. Before the end of 2019, we’re aiming to cascade that training to any Essity employee that wants to take part.
Our ambition is that one year from now we’ll have an army of employees that are helping to tell the Essity story through their own networks and helping us to further establish Essity as a global leader in hygiene and health.