We’ve been doing a lot more with LinkedIn lately to help support the recovery of the meetings and events industry after the hit it took in 2020. Many DMOs have started to create real content strategies for LinkedIn. They’re creating content that speaks directly to meeting planners and even conducting paid campaigns. This is all great but what we’ve really noticed is that organic reach is actually still alive and well on LinkedIn. What has really been moving the needle the most on LinkedIn is when the organization’s employees start to amplify the Company Page’s content through shares. It’s actually quite remarkable. When an employee shares a company post, the distribution of that content goes from B2B to P2P.

We all know how human, one-on-one connections do most of the heavy lifting when it comes to booking new business in this industry, so this extra effort of leveraging an organization’s content to enhance the personal brand of employees is huge (and simple)! LinkedIn has taken notice of this too! They’ve added new “Employee Advocacy” tools to help inform your organization’s employees about new content that they can share on their personal feeds to reach their connections with your brand’s messaging. Brilliant. I feel like this is a much-needed tool to keep LinkedIn efforts top-of-mind for all of us.