Today LinkedIn introduced Elevate – a new product that helps companies and employees curate high-quality content, share easily to social networks, and measure the impact.
"Lots of professionals share content – like articles, blog posts, and presentations – on social and professional networks to strengthen their professional brands," said LinkedIn's Will Sun in this company blog post. "And lots of companies share content on social and professional networks to attract talent, and market and sell their products and services. But relatively few companies recognize that when they empower their employees to be social professionals, they not only change the trajectory of their employees’ careers, they change the trajectory of their businesses as well."
The Value Prop
Sun, who is a LinkedIn product manager, shared some of the early results of how Elevate’s pilot testing process performed.
He said when a LinkedIn member shares six pieces of content, on average, they receive six profile views and make two new connections.
At the same time, the company they work for receives six job views, three Company Page views, and one Company Page follower, which helps them better hire, market, and sell.
Despite that bump Sun Says, LinkedIn's research shows that only 2% of employees distribute content to their network that their company has shared on LinkedIn.
Sun states that employees have 10 times more connections than their company has followers, and "people tend to be considered more authentic than companies."
So why aren’t more companies empowering their employees to be social professionals asks Sun?
"Because they lack the tools needed to easily and effectively curate content, suggest it to the right employees, and measure the impact on the bottom line."
How It Works
LinkedIn Elevate combines algorithmic recommendations from LinkedIn Pulse and Newsle, the news alerts startup it acquired last year, with human curation. It measures audience activity to suggest the best times to share posts for maximum visibility.
The app also offers analytics for both companies and employees, so they can see how many likes, comments and reshares their content has received, as well as job views and company page followers.
"Soon they’ll get even more insights," Sun says, "like who viewed their profile and requested to connect as a result of the content they shared. LinkedIn Elevate provides companies with the same data, as well as numerous micro-conversions – like job views and Company Page followers – and results that impact the bottom-line – like hires, leads, and sales."
But "just because the app makes it easy for companies to recommend content to employees doesn’t mean it’ll be a great fit for every organization," says this The Next Web blog post. "Initiatives like this require a certain kind of corporate culture, and have to be tested carefully to see if they’ll actually stick. If employees aren’t on board, the whole ‘authenticity’ ploy goes right out of the window."
The Pilot Program
The computer software company Adobe was one of the companies participating in the pilot program. They found employees who participated in the pilot shared six times more often than in the months leading up to the pilot.
Cory Edwards, head of Adobe’s Social Business Center of Excellence, led Adobe’s trial of LinkedIn Elevate. Here’s what he had to say:
“This product helps our employees start social conversations about Adobe and the industries we serve. Adobe employees who participated in the LinkedIn Elevate pilot drove 80% more Adobe job views than they did previously and in February alone, each participant drove three to four new trial downloads for Adobe solutions. Our employees want to be active on social media, and LinkedIn Elevate offers an easy platform to provide them with insightful content that they will want to share.”
Today the tool is available by invitation only, and will be generally available by Q3. Click here to learn more about LinkedIn Elevate.