LinkedIn’s launching a tool for companies to prod employees to share content
Elevate is a new tool for companies to curate content and push it to their employees to share on LinkedIn and Twitter.
Available for desktop, iOS and Android, the app lets businesses equip employees with relevant content to share in a more authentic manner than company profiles, to help increase engagement and connections.
LinkedIn Elevate combines algorithmic recommendations from LinkedIn Pulseand Newsle and human curation to line up content, and gauges audience activity to suggest the best times for employees to share posts for maximum visibility.
In addition, the app offers analytics for employees, so they can see how much traction their shared content received, in the form of likes, comments and reshares. Companies get to see this data too, along with job views and company page followers brought in by said content.
The app might indeed make it easy for companies to recommend content for their employees to share, but that doesn’t mean that it will be a great fit for every organization.
Introducing initiatives like this requires a certain kind of corporate culture, and needs to be tested carefully with employees to see if it will actually stick — or the whole ‘authenticity’ ploy goes right out the window.
There’s also the danger of inappropriately and misguidedly enforcing such programs on employees and treading on their freedom to express themselves freely. Not to say that companies couldn’t do this without Elevate, but the app makes it so much easier to recommend content from on high, demand that employees share it, and tie their social activity to their performance reviews.
However, if implemented carefully with everyone’s buy-in — employees included — Elevate could certainly help companies get a boost when it comes to selling and hiring. LinkedIn says that when a member shares six pieces of content, on average, they receive six profile views and make two new connections, while the company they work for receives six job views, three Company Page views, and one Company Page follower.
LinkedIn Elevate is currently available only by invitation, and will open to the public by Q3.