Linkedin: from the valorisation of people to the generation of opportunities

Mallei CEO and Co-Founder recently had the opportunity to tell his views on the Employee involvement in the LinkedIn communication of companies thanks to Clouds and MarketsYou will understand that we could not not fail to include his intervention on our blog, and now that you are here you have no excuses: laws and who are we to discourage you from your intent to take notes?

LinkedIn is the main B2B platform, the Social Professional par excellence and onevirtual space ideal for creating opportunities.But the main reason that led me to choose to create a series of services oriented to the creation of the LinkedIn presence has to do mostly with people.

When I talk about people I refer above all to employees of companies and the importance ofinvolve their voices in the communication of companies.

In the years I could only see a change in the management and use of LinkedIn. If the most shared belief by employers was “if my employees are on LinkedIn, someone will take them away”, today most companies start to realize that there is change in place, but the road is still long.

I understand the reasons for those who are more reluctant to adopt this approach, but as I always tell customers that they are turning to my company, if your employees want to leave will still find the way, so it is worth doing something forencourage them to stay while giving visibility to the company.

As regards the above, I think it is necessary to open a bracket that concerns the ways in which employees use their voices. The fact that encouraging their employees to share content and to spread those of the company could collide with unpleasant accidents.employees publish messages that are not coordinated with the company’s valuesor even quite distant; for this reason, it is necessary that people comeinvolved as much as possible in corporate communicationand that they are well aware of the goals to achieve together and that they feel their own.

The first solution that could come to mind most to limit damage is creating aLinkedIn Strict PolicyThe truth is that we cannot force employees to not share certain content, but we can involve them and make them feel part of something.

We close this parentheses on a warm theme, on which I am very interrupted and that I believe will offer more and more ideas of reflection in the near future.

We return to the change of trend compared to the past to answer a fundamental question: what are the benefits ofinvolve employees in corporate communicationI think the benefits can be seen on two different business segments.

The first is undoubtedly HR management:involving people in the communication of the company, talents are held with them and they attract new onesFor those who work in a company no longer counts only the economic aspect; people spend most of the week in the office and want to feel part of something.Knowing that they are involved in a project and in achieving common goals, it certainly spurs us to want to communicate to all this perceived and this message will attract new resources and new talents.

The other segment has to do with thepurpose and with the most strictly commercial aspects: new customers are also more easily attracted by a company that can boast a good environment and a team that is coexisting because it is worth the common opinionthe excellent environment and team with equal good service.This is another point on which I always suffer when I compare with new customers, I explain to them how good communication of employees can help the generation of new business opportunities.

Even in sales it is essential to cultivate the human relationship and I have found through the experience of Mallei and that of our customers as a more empathetic communication that shows us as authoritative interlocutors, but reliable and open to dialogue is better than an old mold in which we offer only authoritative messages regarding our products.You must really show yourself interested in your interlocutor and spend a few minutes studying an ad hoc message.

Another “best practices” applicable to both segments concernsthe authenticity: it is clear, and since it is my daily bread I could not say the opposite, that marketing serves both to attract new customers, but also new resources; never as now, however, I feel that the aura of fiction that aleggia around the “doing marketing” has tired everyone.

Icontent that attracts more new customers are the Case Historythat, in addition to presenting numbers and successes, they talk about the real problems that a company encounters during the activities.share also negative aspectsit might seem disadvantageous, but the risk of compromising is much lower than you think if youoffer people interesting ideas and stories that make them feel emotionally closer.

As for resources, I keep saying that, more content offers an authentic perspective of life in the company and more it will make the company look forward to new resources in search of work. It also speaks of people with excellent offices and prestigious roles, who know the importance of spending hours working more relaxedly and together with people who can team up.

The fact that I am contacted by HR team can now appear forced and I take the opportunity to report a short anecdote a few years ago, when I was Commercial Director at a company and I already started to perceive a change in professional relationships, as limited to the scope of my experience.

The working talks are real negotiations and when we are faced with having to expand our business network and hire figures for sale this aspect is even more evident.Why should a resource be interested in a company that selects talent from a special department, which is often outside the company itself and that in most cases will not have to work with whom to hire?At the time I had found that writing directly from my LinkedIn profile or my personal email, interviews had increased as well as the level of interest shown by candidates.

This option is not always sustainable but an alternative could be the one I opted for almost ten years ago, i.e.entrust my profile to HR, making the candidates feel more involved and “choices”.We can define this successful attempt a kind of anticipation of our current Social Selling service with which we try to identify as much as possible with the voice of the customer.

In light of what is said and of this anecdote, I realize how in business terms it is difficult to define itself really authentic, but I would like to offer that of authenticity as a path to pursue and as a goal to be placed. This is because it is now undoubted that all that makes people feel close to the company and the values of it brings benefit to both the company itself and to those who are part of it.

In conclusion,LinkedIn is not only a professional communication tool, but a concrete opportunity to build authentic relationships and strengthen the link between people and the companyInvesting in active participation of employees is not only a strategic gesture, but also a step towards a more open, engaging and, above all, human culture.

At the level of online communication, we see how authenticity and transparency are values that play an increasingly central role and therefore the way companies decide to present themselves and communicate their identity will be decisive. It is not just about communicating values, but of living them and sharing them through the voices of those who are part of it.LinkedIn's true potential: not a simple showcase, but rather a space for dialogue and connection.

Whether it’s attracting talent, generating new business opportunities or simply building a more authentic business image,the involvement of people is a choice that always pays back.