BankLink is rebranding its UK branch and wants to develop a strong LinkedIn presence to support the new brand and recruit more UK accountancy clients. An audit of BankLink UK staff LinkedIn profiles found most needed updating. Communities Online conducted a workshop helping staff improve their profiles. They advised on templates for staff to invite connections consistently. Once rebranding is complete, another workshop will focus on building connections with prospective clients. The Head of Sales praised Communities Online's social media training and advice, saying the team has adopted it well and they will engage them further as the business grows.

1. Building Communities Online - A Case Study
BankLink Ltd
2013
Background BankLink is a New Zealand based company that provides an intermediary service for
their clients, who are firms of accountants, and banking providers. During 2013, the
company will be re-branded in the UK and separate from the parent company.
Currently all LinkedIn activity, through groups and company page is directed
towards the parent company; the UK branch has no individual presence.
Requirement BankLink is keen to develop a high impact social media exposure through LinkedIn,
to reinforce the new brand and act as a platform for the recruitment of many more
clients amongst UK accountancy firms.
Kevin Bottomley, BankLink UK’s Head of Marketing wanted to ensure that the
personal LinkedIn profiles of their staff would be effective parts of their corporate
marketing strategy. He was aware that most of them needed to be updated or
completed to raise the status and value of the company.
What we did Communities Online connected with the BankLink staff on LinkedIn and reviewed
the profiles of each, providing them with a detailed individual report, including
suggested amendments.
A workshop was delivered to all the staff to ensure their full involvement in the
LinkedIn development programme.
Advice was given to the Head of UK Sales about the development of corporate
templates for staff to use to invite and welcome new connections. This was thought
to be necessary to achieve an agreed corporate image.
What’s next Once the re-branding has taken place, due at the end of March 2013, Communities
Online will deliver a second half day workshop for staff dealing with the specifics of
building connections with prospective clients.
There will be a new UK based LinkedIn group and Company page to communicate
directly with firms of accountants in the UK.
Client quote “Communities Online provided us with some targeted social media education for
our sales and marketing team .... We were delighted with the result and the team
has certainly taken on their practical advice. We intend to engage their expertise
again as our business needs and team grows.”
Janette Munday – Head of Sales, UK
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