LinkedIn announced that it is merging its Elevate employee advocacy platform with company Pages.
LinkedIn Pages and Elevate are two different features that have a very common use – to build communities around brands on the platform by engaging both audiences and employees. Over the years, both have allowed various organizations to interact at scale with the people that matter most to them but also to “tell their brand stories in ways not possible anywhere else.”
Despite the common goal, Pages have typically helped organizations engage current and new audiences, while Elevate aims to help employees turn into brand advocates. Now, LinkedIn wants to bring the two together to “build on the success of both products and accelerate what’s possible.”
“This combination will help companies better engage their employees, and build stronger communities in a safe and trusted environment,” explained Rishi Jobanputra, product manager at LinkedIn. “In fact, when an admin posts on their Page, 30% of the engagement comes from their employees, who are 14X more likely to share that content vs. other content types.”
The integration also means that this functionality will now be free of cost, and Page admins can broaden their reach to engage everyone at an organization, not just employees using Elevate seatholders. This will hopefully help them reap better results.
Page admins will still be able to curate content, broadcast it to employees, and track engagement, all through the LinkedIn Page itself.
The integration is certainly great news, but before you get too excited LinkedIn says that Elevate’s core functionality will be available in Pages by December 2020. After that, Elevate will no longer be available as a standalone app. More information on this will follow within the next few months.