ADP Case Study: Highlighting Thought Leadership with LinkedIn Company Pages
Marketing Solutions ADP Case StudyADP Case StudyHighlighting thought leadershipwith LinkedIn Company PagesSurfacing thought leadership Challenge Raise the proﬁle of the ADP brandADP is known to many through its long history of providing Highlight company expertise beyond payroll andpayroll solutions to organizations around the world. But ADP beneﬁts administrationis increasingly viewed as a leading provider of Human Capital Increase engagement and viral reachmanagement services. ADP’s digital team was among the ﬁrstto articulate this evolution by highlighting the company’s Solutiondeep knowledge and expertise in human resources,employee beneﬁts, talent management, business processing LinkedIn Company Pageoutsourcing, time management, and of course, payroll. Targeted Status Updates“We wanted to drive genuine thought leadership beyond ‘oh Why LinkedIn? yeah, that’s the payroll company,’” says Chelsea Marti, ADP’s B2B focus and audience Social Media Director. With minimal presence on social Social tools promote content sharing networks, the company focused ﬁrst on expanding its online Customization of Company Pages helps build proﬁle. “We saw a natural ﬁt with LinkedIn, and the brand image opportunity to drive value for ADP,” Marti adds. “We’re a business that sells to other businesses, so the intersection for Results us and our audience is obviously LinkedIn.” In one year, ADP Company Page followers double to 85,000Gathering content and enlisting third- Company Page impressions increase from 300/month to 1.3 million/monthparty voices Non-employee followers of ADP LinkedIn Company Page are now 70 percent of audienceA year ago, ADP had a LinkedIn Company Page, but thepage had scant content and was updated infrequently. ADP LinkedIn is the number-one social referencealso discovered that there were several other Company back to ADP.comPages for various ADP business units and regions, but therewas no concerted effort to connect the pages and postconsistent content.