Updated March 2021
In this article you will learn how to apply the LinkedIn employee notification feature to LinkedIn company page posts so you can alert your team to company page updates you’d like them to like / comment / share.
As a LinkedIn Page Super Admin or Content Admin, you can let your employees know when you’ve posted an important update on your organisation’s page using LinkedIn Employee Notifications. From LinkedIn’s perspective, employees are those LinkedIn members who’ve listed your organisation’s Page (correctly) in the Work Experience section of their LinkedIn Profile. If you’re not sure how to check who’s listed as an employee on LinkedIn, the image below shows you where to look.
Why Employee Engagement on LinkedIn Matters
In this Social Media Examiner article, Luan Wise shares some compelling facts, based on this report from We are Social about why you would want to encourage your organisation’s employees to engage with your LinkedIn Company page content.
- People are 3 times more likely to trust content shared by people they know than content shared by brands.
- People are 8 times more likely to engage with content shared by employees than content shared by brands.
- People are 24 times more likely to re-share content shared by employees than content shared by brands.
- Leads generated by employees convert 7 times more frequently than any other kind of lead.
Did that get your attention?
How Your Employees Get Notified of LinkedIn Company Page Updates
Employees can be notified via desktop and mobile that your organisation has shared an update with them through their notification updates.
To notify your employees:
- Post an update on your LinkedIn Company
- Select the Notify employees button (when in admin view) in the upper right corner of the updates.
An admin can only notify employees once every 24 hours, and the notifications delivered are based on what LinkedIn describes as a ‘relevance model’ that aims to notify a critical group of employees while maximising for overall member experience.
In our client’s experience, this means that even though you think you are notifying particular employees, not everyone will receive the notification. This is because the relevance model may have determined the update isn’t content they’re likely to engage with based on their history with the organisation’s Page.
When an employee clicks on the post preview, they’re taken to the update where they can react, comment, or re-share.
How to Overcome LinkedIn’s Relevance Model Not Notifying Your Employees
In the short term I also recommend you supplement this feature with a direct email or Slack message (whatever is relevant to how your team communicates online), encouraging your employees to engage with the content. Over time, this will help indicate to LinkedIn that your employees do in fact want to engage with your company page content, and so more notifications should get to your team via the notification feature within the LinkedIn Company Page admin console.
Employees Can Opt Out of Company Page Notifications
However, it is important to note that your organisation’s employees can opt out of these notifications at any time, which may impact your Page analytics.
This is an important reminder that the individual owns their LinkedIn Profile, and that while you can encourage and prompt your team to engage with your LinkedIn company page content, the choice is ultimately theirs!
Getting Value from the Company Page Employee Notifications Feature
To gauge the reach and engagement generated by notifying your employees of Page updates, view your update analytics. The updates will be labeled with Employees notified. And even though you are able to use this feature to notify employees every day, carefully consider the relevant frequency for doing so. Perhaps less will be more in the longer term.
As one of Asia Pacific’s Top 10 LinkedIn Experts I share fortnightly news with my global email community and run monthly online Lunch and Learns to teach professionals how to unlock LinkedIn. Sign up to my newsletter to help you learn LinkedIn – the right way!