Some employee advocacy program leaders struggle to curate content for their programs, because it’s hard to know which types of content drive the most engagement. To help bring clarity to content curation, we’re sharing insights from our analysis of the top 500 LinkedIn Elevate broadcasts of Q1 2018.

1. How to Curate Good Content
Insights From the Top Broadcasts on LinkedIn Elevate

2. Methodology
š We analyzed the top 500 broadcasts from the first quarter of 2018 on our employee advocacy platform,
LinkedIn Elevate.
š Central Question: Which content garnered the most engagement among non-employees of the Elevate customer?
š Broadcasts were ranked by total re-shares and comments in order to capture content that elicits social
response and engagement.
š We looked for common words, mediums, topics, and trends to identify patterns for the most effective content
curation.
Read on to discover what we found out…

3. 1. Good News Is the Best News
š Insight: Nearly half (47%) of the Top 15
Broadcasts highlighted a positive PR angle for
the company.
š Top Tip: Replicate this by including your press
releases as a part of your content curation.
Proud Exelon employees drove an impressive 29 reshares from their networks,
which is 21 shares higher than the average of 8.

4. 2. Name Dropping Isn’t a Bad Thing
š Insight: Of the Top 50 Broadcasts, 36% mention
the company or brand in the headline.
š Top Tip: Don’t be shy about name-dropping your
own brand in broadcasts, including company
awards, anniversaries, key campaigns, or
business updates.
Renault Nissan Alliance shared a fun broadcast to celebrate the 100th
birthday of their brand, Mitsubishi.

5. 3. Your Audience Wants to be Educated
š Insight: 24% of the Top 50 Broadcasts share
education content.
š The most viral broadcasts covered topics like:
š Work/life balance
š Career ambitions
š Future of work
š Leadership
š Top Tip: Include content that gives your audience
a valuable lesson or piece of knowledge that
they can apply to their own lives.
This post from Vitamin T netted 15K impressions & 1K clicks.
That’s more than 2x the average number of impressions!

6. 4. Visual Media Is Pretty Much a Must
š Insight: Nearly 50% of the Top 50 Broadcasts
featured a video or an image.
š Top Tip: To add an image to your broadcast, flip
through the auto-pull options, use a proprietary
image from your website, or source a free one
through Pixabay, Pexel, etc.
š Take some time to get your image right. A
quality image is often equated with quality
content. This infographic from Rio Tinto, a global mining corporation, received 2,300
clicks and 30 reshares.

7. 5. Video Is the Most Engaging Content Format
š Insight: 96.6% of the 30 most engaging Broadcasts were videos.
š Example: Jaguar Land Rover created a broadcast featuring their video on the Dragon Challenge—driving
a Range Rover through 99 hair-raising turns and up 999 steps to Heaven’s Gate on Tianmen Mountain in
China .
š Top Tip: Tell a compelling brand story through music, narration, animation, scenery, etc. Video is
naturally more captivating than text.

8. 3 Essential Tips That Boost Employee Shares
1. Make it personal: Adopt the first person (“I” statements) to contextualize why you are broadcasting a
certain piece of content.
1. Ask: Why is it relevant to you? Why is it relevant to others? What’s in it for your employees?
2. Tell a story: Make the most of the limited space you’re given by telling a mini-narrative.
1. You just need a beginning, middle & end.
3. Tag people when relevant: Tag LinkedIn members in your broadcast if they’re mentioned in the content,
like if one of your employees wins an award.
1. They’ll be notified of the post , as well as their network, further extending the reach of your broadcast.

9. Still on the hunt for an employee advocacy platform that’s
simple, yet effective? LinkedIn Elevate makes it easy for your
team to discover, share, and engage with your content on
LinkedIn. Learn more about LinkedIn Elevate.