Chances are your organisation has a profile on LinkedIn, the professional social networking platform. However if you’re only using it to connect with clients, customers or other external people, you could be missing a trick. Because it’s a great place to engage with those that matter the most – your current employees. In this article, we’ll show you how to use LinkedIn to build and maintain a successful community with your teams. 

Employee engagement is something we’ve long championed here at Pure. It boosts productivity, innovation and customer service, and makes it easier to keep the best talent. That’s one of the reasons we created our employee engagement programme, Best Employers – to recognise and reward employers in our region going the extra mile for their people. We believe that LinkedIn is an important, but often overlooked, tool when it comes to improving the way your people see your company, and making it a great place to work.  

Here are our top tips for how to do just that. 

 1. Use Linkedin to showcase your company culture

LinkedIn is a brilliant tool for reminding your employees about your company’s mission, values and vision for the future. You can do that by regularly posting updates that reflect these – for example: 

• news on projects or initiatives promoting a positive workplace
• work you're doing to improve diversity and inclusion
• information on your environmental, social and governance policy, and how you're making improvements in the area
• news about volunteering or charity work your teams are doing, or ways you're making a difference in your community
• learning and professional development opportunities you offer – like training programmes, workshops and so on

Remember to include photos or videos with your posts to grab readers’ attention. Showing the people behind the brand will immediately make you seem more human and engaging. 

2. encourage people to get more involved

When you're creating content for the company LinkedIn profile, try to find ways to encourage interaction from your team – like asking questions to start discussions, or running polls or surveys, for example. This will likely increase engagement while also showing you’re interested in what your employees (and other followers) have to say.  

To make things even easier, when you publish something new, you could email your teams talking points or content you’ve already written to get them started. Here are some example templates you could send: 

• Congratulations to [employee name] for their amazing achievement in [task/project]. Find out more about how they did it: [link].  
• [Name], our CEO, has shared their vision on [topic] and its likely impact on our industry. It’s a must-read for anyone interested in [field]. Find it here: [link]. 

Giving people pre-approved content like this can be a great way to get them to share your posts. Aim to encourage them to rewrite things in their own words, or add their own spin to something. Otherwise, you could end up with lots of identikit posts with no personality of their own.

Sending out a survey is another great way to understand the type of content your employees would like to share. 

3. put your people at the heart of your content

One of the best ways to engage your employees on LinkedIn is to make it all about them. Highlight their achievements, their anniversaries and their milestones, and celebrate both individual and team successes.  

Showcasing your employees and running profiles and stories about different individuals’ roles, careers and interests outside of work is another great way of achieving this. Doing this with people at all levels will show you value them, and also highlight all the diverse talent that makes up your organisation. You could even film and share video interviews with employees talking about the best things about working at your company, or what they love about their jobs. 

You can also give people time at work to write and share articles on their areas of expertise on LinkedIn. This has the added bonus of positioning you as an industry thought leader too.  

4. Don't forget to get involved

Make sure you like and comment on your employees’ LinkedIn posts. As well as increasing the visibility of their posts, it's more likely that someone will like or comment on it – this will also help make them feel valued.

You should also answer questions and acknowledge comments on your own posts too. It’s important that you stay actively involved with each and every one. And if someone says something positive, be sure to show your appreciation! 

5. Use LinkedIn groups

LinkedIn groups give professionals in the same industry, or with similar interests, a place to share insights and experiences, ask for help and build new connections. You can join existing groups, or create your own. They’re great for encouraging employee interaction, and can also help build a sense of belonging and community. 

To find an existing group, type a keyword or group name in the search bar at the top of the LinkedIn homepage. Can’t see one you’re interested in? Create your own.

6. remember to check the analytics

LinkedIn has lots of built-in tools you can use to check how your posts are doing. You can see how many impressions they’re getting, who’s looked at your company’s profile, how often it’s appeared in search results, and so on. Then use the results to tweak your content if you need to. 

Analytics are great, of course, but the best judges of your content are your employees. Ask them to tell you honestly what they enjoy, and what they tend to scroll straight past. 

7. get your management team involved

It’s important that all your company leaders are visible and active on LinkedIn, both creating their own posts, and sharing and commenting on your company posts. Your employees are more likely to follow their lead once the leadership team is setting a good example of implementing this into their daily routines. This will also help reinforce your company's values and culture.

Can we help?

Hopefully this article has given you lots of new ways to use LinkedIn to engage with your employees. But if you’d like some extra help, we can work with you to create a strategy to develop your employee engagement. Get in touch to find out more.

If you’re already happy with your levels of engagement, why not see how you compare to other employers in our region by signing up to Best Employers 2025?