We’d like to give hats off to the LinkedIn Elevate team for creating a solid employee advocacy solution. Throughout the years, LinkedIn has helped many companies enable their employees to be active on social media.
They’ve played a big role in shaping the employee advocacy category.
Earlier this year LinkedIn announced Elevate’s discontinuation and for many customers, they’re now looking at alternative solutions. If this is you then you’re doing the right thing by finding a new platform that will help you seamlessly transition.
If you’re unsure what to look for or what questions to ask then you’re not alone.
Throughout the past couple of months, we’ve had our finger on the pulse on what Elevate customers are looking for. We’ve had countless conversations where we’ve uncovered some common questions that are asked.
We decided to compile all of the top questions asked by LinkedIn Elevate customers to provide our best answers. Check out the top four questions asked below.
Q: What should we have ready when we migrate to a new platform?
Great question. Before switching over to a new employee advocacy platform, make sure you have all your program details checked off.
We’re advising all LinkedIn Elevate customers to answer two critical questions in order to continue to scale the momentum of their program.
1. Have you exported historical data from Elevate yet?
Data is critical to understanding the performance of your employee advocacy program. When you have historical data, you can provide a year-over-year comparison or look at the linear growth from the start.
You want to ensure you can benchmark and provide context to your ongoing performance. To access this data, please reach out to your support rep at LinkedIn to get access to this data.
2. What content will you need for each employee group?
Luckily you’re not building your content library from scratch so you already have a robust library of rich content. You’ll want to be able to export your content when you’re making the switch.
You can ask your LinkedIn support rep to help with this process or you can manually export through a CSV file. This will ensure you don’t have to find and curate all your content from scratch which can be a time-consuming process.
Make sure you tag what content belongs to which employee group. As an example, if there are posts for specific departments such as marketing, engineering or sales. Or if you’ve segmented your content by geographies such as APAC, EMEA and Americas. This way, you’re organized when it’s time to populate your new platform.
Q: What does the onboarding process look like when we transition off of LinkedIn Elevate?
The most important step is to plan for offboarding and onboarding onto a new platform. Your program only has one chance to make a first impression, so it’s valuable to ensure your onboarding experience is smooth and simple.
What content do you have? Who is going to be a part of the program? How are you training your employees? These and many other questions arise from onboarding.
Your onboarding plan should ensure your employees have everything they need to start. They should get familiar with the platform especially because if it’s not they’ve grown accustomed to.
Determine the necessary tasks you need to accomplish and design a comprehensive onboarding plan to ensure your employees are ready to be advocates. This should include content curation, data collection and platform training for program admins as well as users.
If your employee advocacy program spans across multiple geographies and time zones then plan your training accordingly.
Q: How should you group employees and content topics?
Similar to Netflix, you want each and every employee receives a personalized content experience.
A one-size-fits-all content experience can overwhelm employees because there are too many posts for them to scroll through. Personalize your content based on their geography, department, or even role. Your employees will know exactly what content they can share and it helps deepen their social media engagement.
Through employee grouping and hierarchy, program admins can broadcast specific content to employees based on their region, business line, and role. Employees should then be allowed to take it a step further and personalize specific content topics or categories they’d like to follow.
For most LinkedIn Elevate customers, we’ve seen then make separate groups for geographies and departments for example “APAC – Japan – Sales Team” or “North America – US – Business Development. Now, imagine doing that for every single combination of geography and department. This can be time-consuming and unproductive. So, we’ve been educating LinkedIn Elevate customers on the value of program hierarchies. Here’s an example below:
This will help you reduce the number of different groups needed and makes managing each group more effectively.
Q: How will we train global employees on a new platform?
Ensure you have an internal communication plan in place when you’ve decided that you’ll be migrating off of LinkedIn Elevate. Inform your users about the transition plan to ensure you don’t experience a decline in employee adoption or sharing.
Once you’ve selected a new platform, work with your solution provider to help segment users into relevant groups. Whether it’s based on geography, line of business, or department – you’ll want to ensure employees are segmented for more relevant content and training. Ensure that employees are available in their time zones for training.
If employees cannot attend specific sessions then ensure training is either recorded or that there are consistent weekly or monthly training sessions.
Social readiness may vary as well. The likely scenario is that your employees range in social savviness from beginner to advanced. To address this, ensure your training tackles basic social media etiquette to provide everyone with a base layer of understanding.
If your use case is social selling then you want to ensure you can train your employees for this as well. Using the platform for social selling or engaging prospects requires a different set of skills. It involves concepts such as building the ideal LinkedIn profile, engagement strategies, and using content to start conversations. Ensure these are all addressed in your training.
Transition Seamlessly from LinkedIn Elevate
We hope you found these answers helpful and that you’re able to continue the success of your employee advocacy program.
A solid plan should create as little disruption as possible for you, your company, and most importantly, your employees. A dedicated partner can help with strategic planning, provide training, reporting, and continuous support. As you scale your program, it’s important to have a partner who can help you plan for your next step – while acting in the best interest of you and your advocates
You only get one chance at a first impression so make sure your transition plan is seamless.