First of all ...
1. Professionals You Want to Connect With Are on LinkedIn
LinkedIn has more than 250 million members, adding two new members every second. LinkedIn has become the world's biggest trade show. Anyone who matters to your business is on there. From your customers to your prospects and from your channel partners to your shareholders.
Your employees? They're all over LinkedIn. From your star sales reps to the people in the mailroom. Most are on it weekly, many are on it many times per day. They check it on their smartphones during breakfast and on their laptops during conference calls.
When you have that many stakeholders gathering in one place, you need to have a plan.
2. LinkedIn Has Gone Beyond the Job Search.
While some employees may be job-hunting, the vast majority are using LinkedIn in ways that can directly benefit your company. They're getting management advice from business thought leaders. They're keeping up with industry trends. They're searching for prospects. They're building relationships with business professionals who will someday buy from you, sell to you or work for you.
LinkedIn is bigger than your recruiting department. It touches all aspects of your business.
3. Workforces Want Support on How to Use LinkedIn.
Employees use LinkedIn to represent both themselves and your company. Most of them are doing it poorly. Their photos aren't professional, their profiles undersell their experience and their networks are not relevant.
People don't buy from brands. They buy from people. When clients or prospect Googles people they meet from your company, LinkedIn profiles will come up first. Those profiles better be compelling.
Ask your employees and most will reply, "I should do a lot more with LinkedIn." There isn't one solution to this issue. Each employee's use of LinkedIn depends on his or her role, as well as the industry, go-to-market strategy, branding and messaging.
For your company to get value from "The Biggest Trade Show on Earth," you will need to figure out what you're trying to accomplish, how your organization will get there and how you will measure your success. In other words, you'll need a strategy.