Why Weekly Posting Boosts Brand Authority on LinkedIn
Let's talk about the power of consistency on LinkedIn. For organisations looking to amp up their brand awareness and snag quality leads, it's a game-changer. Empowering employees to post consistently on LinkedIn is more than a routine activity - it's a strategic approach grounded in psychological and algorithmic principles that bolster brand authority swiftly and effectively.
Recent insights into LinkedIn's algorithm show that steady posting trumps flooding feeds. The platform keeps an eye on content at several key points, with the first couple of hours after posting being crucial for reach. During this "Golden Window," engagement quality, source, and speed all play a part in potentially pushing your posts to wider audiences.
For companies, building brand authority is all about being seen as the go-to source for valuable industry insights. When your team commits to weekly posts, you're tapping into a cycle that grabs attention and builds trust in your brand. It's about being that reliable presence that people come to expect and value.
Think about it - regular posting makes your brand more familiar. There's this psychological effect where people tend to like things simply because they see them often. As your employees share content consistently, your audience starts linking this steady presence with dependability and expertise. Before you know it, casual scrollers are turning into potential leads and brand champions.
Plus, this consistency plays nice with LinkedIn’s algorithm. The platform's giving a thumbs up to users who regularly share stuff that teaches or inspires. By keeping up a steady flow of posts across your employee base, you're boosting your brand's visibility big time. And here's a pro tip: the algorithm does a 24-hour check, so keeping the value coming keeps your content in the spotlight longer.
Here's an interesting tidbit: posts that teach, inspire, or engage perform up to 4x better than straight-up promotional content. So instead of just talking about your products, have your team share their expertise. For example, a post from your product manager about "3 clever ways our clients tackled supply chain hiccups during global shake-ups" will likely outshine a simple "Check out our new logistics software" any day.
Getting your employees involved in sharing content is a goldmine. Did you know that content shared by employees gets 8x more engagement than the same content on a company page? That's like multiplying your brand visibility without spending extra on ads. Plus, with 75% of job seekers checking out a company's reputation (think Culture / Leadership) before applying, your employees' active LinkedIn presence becomes a powerful recruitment tool.
To really nail your brand authority-building efforts, help your employees optimise their profiles like search engines. Potential clients use LinkedIn like they use Google, so profiles with the right keywords are more likely to pop up in searches. Fun fact: the About section on LinkedIn™ is 1.5x more impactful for search visibility than any other part of the profile.
Employee advocacy also builds authenticity and trust like nothing else. With 84% of consumers trusting recommendations from people they know over other marketing forms, your employees sharing content builds credibility way faster than branded posts alone. When your team shares insights, behind-the-scenes peeks, or their thoughts, it makes your brand more human and creates those emotional connections with potential leads.
The science of consistency, backed by LinkedIn's latest algorithm insights, is key to rapidly building brand authority on the platform. By aligning your content strategy with regular posting, familiarity, and algorithm-friendly practices across your employee base, you're creating a reputable presence that resonates with your audience, builds trust, and showcases your industry leadership. Remember, embracing a creator mindset and consistently delivering value through your employees is your ticket to LinkedIn success in 2025 and beyond.