Employees are engaging as companies speak up

Engagement trends on LinkedIn across Europe and the Middle East

Company postings on LinkedIn were up 48% year on year this June, and engagement numbers with these posts have also risen significantly. However, perhaps the biggest shift of all has been in the types of posts that got the highest engagement levels.

According to LinkedIn data from across Europe and the Middle East from May and June 2020 and compared it to 2019. In this article we’ll delve into what people are discussing, the numbers behind the conversations, and how to ensure your company’s culture and brand shine through in these changing times.

Well-being, mental health and social issues are driving an increase in emotionally driven posts and engagement

As Covid-19 hit, companies began to post more on LinkedIn in an effort to communicate with people virtually – sharing values, advice and updates. This surge, coupled with individuals posting and participating in conversations around the same topics, saw the upward trend continue throughout May and into June.

It’s also worth noting that the transition to remote working can partly explain the increase. Conversations that may have once taken place offline moved online, fuelled by people’s desire to stay up-to-date and in contact – you could say a kind of virtual water cooler has emerged.

Interestingly, there has also been a shift in the types of topics people are engaging with. We observed a move towards more emotional and meaningful posts such as those concerning people’s wellbeing, mental health, Covid-19, and of course Black Lives Matter.

From encouraging mental wellbeing to promoting diversity initiatives, it’s clear that company culture has never been so important. But so too is showing it. Indeed, some of the most popular posts have proven to be examples of how companies are walking the walk as opposed to simply echoing the sentiments of others.

These are not flash-in-the-pan blips, but rather generation defining moments. And companies are realising that they can't risk being silent.

Volume, engagement, and reach have all increased year on year

The stats of May 2020 compared to May 2019:

LinkedIn data reveals there was a massive growth in the number of updates shared by companies in all industries year on year in May, and June (up 48%).

But it's not just companies that are looking to make that connection – people are sharing online more than ever with a rise in employees posting/sharing on LinkedIn. We observed increases of employee posts/sharing in EMEA such as 22% in the retail sector in France, and up to 66% in the recreation and travel industry in the UAE. The healthcare industry saw the biggest peaks across all of Europe followed closely by the education sector.

HR and talent professionals need to showcase company values now more than ever

It goes without saying that different companies and industries have seen varied trends. However, in nearly all sectors and countries there has been a significant increase in postings and engagement levels. So, this shows that employees and companies see LinkedIn as a trusted platform to communicate, connect and share their values.

As a result, hiring managers and talent professionals should be looking to leverage LinkedIn and other channels to engage with both current employees and potential candidates. To get started here are a few things you should ask yourself:

 •   How can you demonstrate your purpose and values through your employer brand? This can help to attract talent that shares similar values and who can thrive in your organisation. Big or small, everything you do can make a difference. Check out our guide, ‘Navigating Employer Branding in the New Normal’ which can help you to illuminate your company’s culture in a time when it matters most.

•   What can you do to create a competitive advantage in a more remote working world? From attracting candidates to video interviews, you can view our guide to virtual recruiting for tips and tech to help you succeed.

•   How can you create a culture that makes your employees want to share on their channels? Right now, employee posts can reach 3X more people than organic company posts – which means they can help grow your company’s reputation significantly.

Getting this right could help your company stand out, not only now, but for years to come.

Gareth Coady is on the internal Talent Acquisition team in LinkedIn. He shares what his team are doing at the moment: