Your LinkedIn Company Page Echo Chamber

Your company's organic LinkedIn content isn't reaching the new people you probably want it to! 😲

The pressure to create a stream of content can be a significant drain on the talent marketing people who are increasingly becoming under-resourced to produce it. Many stretched teams are still investing lots of time in creating things to share organically on LinkedIn (LI), with the goal of landing in the feeds of new target talent. If you're doing this for this reason, then you're probably failing, and it might be time to rethink 𝘵𝘩𝘪𝘴 𝘱𝘢𝘳𝘵𝘪𝘤𝘶𝘭𝘢𝘳 part of your content strategy.

A simple test to see if this applies to you is to check your company profile's organic posts and see the people who've engaged with them. On the surface, you might see lots of 'engagement,' but check the people 'liking' your stuff, and I bet 80%+ are existing employees. This is great if your goal is to use organic LI content to engage existing colleagues. This is not so if the purpose of this tactic is to engage new talent.

Why does this happen? At a basic level, we must understand that a primary MO of social companies is to keep as many eyeballs as possible on their platforms. Reaching these sphere-shaped balls of jelly is what makes paying advertisers part with lots of their cash.

Here's what happens:

1. Talent marketing teams create content on their company's page.
2. They ask employees to engage with it.
3. Dutiful colleagues oblige.
4. The LI algorithm goes, "Oooo. When Acme Inc. shares content, lots of people from Acme Inc. engage with it."
5. Next time Acme Inc. shares content, guess who the algo pushes the 2-5% organic reach to?

It's worth breaking this last point down. If your company page has 1000 followers, your organic content is pushed to the feeds of 50 of them (at best!)

Of those 50, 35-40 will be existing employees (because they're the ones the algo can see are most likely to engage, i.e., "stay on the platform"). This leaves 10-15 randomly selected people, who may or may not be the types of people you're trying to get in front of?!

Now... Tell me again how you're using organic LI content to proactively get in front of new, relevant talent for your company. 🤔

Some ways around this (there are others):

1. Ask colleagues to 'repost' content from your company page 𝘈𝘕𝘋 include a little of their own copy when doing so. (The algo will reward the extra effort).
2. Get colleagues to 'tag' people in the comments of your company's posts. (Only if the content is of interest to the people being tagged!)
3. Use media spend behind your content to get it front of the types of people you want to target.

Or, easier yet, just go back to your strategy and reverse-engineer one of its original goals:

1. U̶s̶e̶ ̶o̶r̶g̶a̶n̶i̶c̶ ̶L̶I̶ ̶c̶o̶n̶t̶e̶n̶t̶ ̶t̶o̶ ̶r̶e̶a̶c̶h̶ ̶o̶u̶r̶ ̶n̶e̶w̶,̶ ̶t̶a̶r̶g̶e̶t̶ ̶a̶u̶d̶i̶e̶n̶c̶e̶s̶.̶
2. Use organic LI content to engage with existing employees.

Ssshhh... The bosses will never know... 🤫 🤐 😉