Challenge

A B2B digital transformation brand had stagnated on LinkedIn. Employee engagement was lackluster, new followers were hard-won and did not interact with the brand online, and the company story was lost behind jargon, sales pitches, and uninspired calls to action.

Solution

I implemented a new strategy that prioritized people-focused stories and gave the LinkedIn audience a glimpse inside the company from the perspective of its employees. The work began by interviewing a cross-functional collection of team members at all seniority levels. I turned those interviews into blog posts and soundbites, which were highlighted on LinkedIn along with candid and unfiltered pictures of the team living and working alongside their quotes.

Result

Engagement with social content on LinkedIn showed immediate and then sustained improvement with the new posts outperforming the previous content by 60% on average (based on organic likes, comments, and shares). The revised approach also strengthened employee engagement and pride contributing to goals for employee retention.