For businesses, relationships matter more
Why? Because people tune out irrelevant or
promotional messages to focus on useful,
engaging content. Companies that inform
and engage aren’t just selling – they’re
1. Why share the company story?
To build relationships that drive results
LinkedIn helps marketers forge relationships with the
world’s largest professional community. Our members are
almost 50 percent more likely to use services from a
company they engage with on LinkedIn. And a whopping
80 percent of LinkedIn members want to connect with
companies – because those connections provide them
opportunities to enhance their professional decision
The platform allows you to build a very comprehensive and
multi-faceted representation of your company and your
brand in an authentic and organic way.
As a company, you want to make sure you are harnessing
the collective power of corporate and employee voice to
represent your brand on LinkedIn. You can do this through
enhancing all brand touch points on the platform such as
your company page, your leadership and employees profiles
and then curating and creating the best quality content to
reflect your brand promise.
2. Why LinkedIn?
Create & curate content
Establish identity – through the
Amplify voice by activating
Professionals who have opted-in to a relationship with your company
1. Company Page & Followers
A company page is the central hub of your
brand presence on LinkedIn.
It’s where prospective clients and employees
go to find information about your brand.
Gaining followers allows you to push this
content to the right audiences organically.
• Complete page
• Consolidated page with appropriate
Showcase or Affiliate Pages (where
• Acquire followers (ask your employees and
clients to follow your page)
For further on Company Page best practice,
2. Share Company News
Your role in the Company Page
Unless you are part of the dedicated team
responsible for the Company Page (best practice
is shared between HR and
Communications/Social Team), your role in the
Company Page is to help amplify news.
As an Agency Influencer, you should be
following your agency and group Company Page
and actively sharing relevant stories to your
and career opportunities
Company branding: inside
looks and interviews
3. The updates that get the most action
1. Agency Influencers
Socially engaged leaders make for socially engaged companies
You’ve learnt the steps to becoming an
Agency Influencer in earlier modules.
Before sharing the Company Story, you
need to ensure you have your own
profile basics in place so you are
properly reflecting your agency brand.
• Up to date profile – picture, rich
• Connect with your clients and
Publish your own content
2. Reminder: Have you published yet?
Strengthen your professional reputation and that of your agency
by publishing long form content.
Publishing will allow your agency brand to humanise with thought leadership from senior executives:
So what makes a good status update?
Post at least once per weekday
One-sided conversations are no fun. So don’t post
overtly promotional messages. If you do occasionally
post company-related news or announcements, make
sure they deliver a specific benefit to your followers
Be helpful and friendly, not sales-y
Link to great content Think about timing
Consistent posting encourages engagement and fosters
Updates containing links can have up to 45 percent
higher follower engagement that updates without. Just
remember to write a compelling sentence to accompany
the link, inspiring members to click through.
Updates posted in the morning usually earn the highest
engagement, with a spike occurring again after business
hours. Experiment to see what works best for you and
3. Driving engagement with your content
Owning the update
The best relationships are rooted in great conversations
and your tool for starting those conversations is the
Every Update should convey your agency and personal
brand promise and values. But don’t forget that
LinkedIn members want informative, insightful and
inspirational content – not self-serving promotion. By
delivering useful and engaging content, you’ll foster
engagement and help your message spread faster.
1. Activating your teams on LinkedIn
get on LinkedIn and
other social and
2. Create & Curate
Your employees can tell the Company Story in two ways:
• Creation – generating content either on their own profile which establishes the agency as leaders
in the industry, contributing to Company Page content, posting updates to Groups
• Curation – sharing updates from the Company or news related to the company and its employees
Setting your team up for success
3. Ongoing engagement
Continuous, relevant communication creates strong
• Encourage your team to add a link to your Company
Page to their email signatures.
• Identify expert contributors. Enlist team members
who understand customers’ needs or have specific
content creation skills and encourage them to
become socially active on LinkedIn
• As you would for your clients, make an editorial
calendar for your team. Create a calendar with
campaign themes and posting timelines. Stick to it
as much as possible – but don’t hesitate to throw in
timely content as opportunities arise.
• Make content go further. Break up big themes into a
series you can publish at fixed intervals to get
followers regularly “tuning in” for new content.
4. Celebrate LinkedIn leadership
Amplify stories shared by your employees
All content from owned properties is distributed through
the feed to company followers and individual
1. Sharing the story across the ecosystem
Brand Touchpoint Content Distribution
Employee ProfilesLeadership Profiles
(Sponsored & Organic) The Feed