Rebecca Holloway
Senior Social Media Strategist
Rebecca is an award winning Senior Social Media Strategist who specialises in paid social media campaigns.
Our 10 most engaging LinkedIn post ideas for corporate comms
Plenty of organisations want to post on LinkedIn, but don’t know where to start. That’s why we’re sharing our 10 most engaging LinkedIn post ideas.
You know your business needs to use LinkedIn.
With over a billion users, LinkedIn is the premier platform for connecting with your investors, customers, employees, industry peers and other stakeholders. You’ve only got one question.
What should your organisation actually post about?
So many businesses know that there are big benefits to engaging with their audiences on LinkedIn, but they just don’t know where to start. Here’s the good news – you only think you have nothing to post about. Here are 10 great ways your business can get started posting on LinkedIn today, while answering that all-important question every step of the way: “What’s the point?”
Let’s get started!
- Employee updates
- Company culture
- Leadership updates
- Showcases and case studies
- Corporate updates
- Company journey
- Repurposed content
- Thought leadership
- Influencer content
- Starting conversations
1. Employee updates
Employee updates include posts celebrating employees for promotions, career milestones (e.g. 10 years at your business, or even an upcoming retirement) or welcoming new employees to the team. Even if there isn’t any big news, you can always take the opportunity to celebrate your team and their work, including pictures of them and remembering to tag them in your post.
What’s the point?
Employee updates are great for promoting a positive team culture where people’s hard work is celebrated. This looks good to other employees and the outside world – and can also be a great excuse to promote your organisation’s achievements as well. For example, if you have a post congratulating someone on a promotion, you can also take the opportunity to promote the work they will be doing and the benefits it’s going to bring to other stakeholder groups, like clients.
2. Company culture
Company culture posts also focus on employees, but with a particular focus on the way they contribute to your organisation’s culture – sometimes outside of work itself. Maybe a team member is running a marathon or your CEO is doing a charity bike ride. Maybe you’ve got some pictures from a work summer BBQ or Christmas party. There’s always something going on – so make sure to amplify it!
What’s the point?
Company culture posts look great to stakeholders who are interested in how your organisation gives back – especially fundraising. Showing genuine engagement with employee achievements is also great for retention. Plus, it never hurts to show your team having a bit of fun, which is perfect for attracting new talent to your organisation.
3. Leadership updates
Leadership updates could include posts introducing new members of the leadership team (for example, a new CEO, CFO etc.). This type of post is highly relevant to stakeholders of all kinds, and tends to perform very well on LinkedIn. You’re not always going to have news, but it’s also great to have posts which introduce different members of the organisation’s leadership and their goals – perhaps with a direct quote – to your LinkedIn audience.
What’s the point?
Introducing your LinkedIn audience to your leadership is a great first step to building up their personal brands on social media, inspiring confidence among your audience and allowing them direct connection to your organisation’s key decision-makers in a way many company accounts fail to do.
4. Showcases and case studies
Showcases and case studies are usually image-heavy posts showing off a completed project. This could be physical – like a newly constructed site your organisation will be operating out of – or digital – like screenshots of a completed web design project, for example. What’s important is that you’re showing people your work directly, not just telling them about it.
What’s the point?
If you’re looking to grow your existing retainers or attract new clients and talents, you can’t go much better than showing the world the work you’re doing and how fantastic the outcomes are for others.
5. Corporate updates
Odds are your company produces ESG reports, sustainability reports, financial updates and other reports that you publish on your website. So why not publish and promote them on LinkedIn as well?
What’s the point?
You’ve already done the hard work – now, you’re making sure these reports aren’t buried somewhere on your site, instead getting them right in front of your audience, promoting your transparency and building your trustworthiness among investors, clients and other key stakeholders.
6. Company journey
You don’t have to wait for big milestones to post on LinkedIn. In fact, you shouldn’t. If your business is going through a process – maybe applying to become a B Corp, maybe drafting plans for a new project that hasn’t begun yet – you can and should post about it every step of the way.
What’s the point?
It’s great to post about your organisation’s achievements once they are done and dusted, but you can get far more mileage and consistency when you post about the journey to those achievements as it’s happening. This is a great way to show prospective clients and investors, for example, that you have more ambitious work already in the pipeline.
7. Repurposed content
Do you have videos sitting on your website? Stories about achievements that you spoke about in an email newsletter but never on social media? Chances are, your site and other channels are a gold mine for content you can repurpose for LinkedIn.
What’s the point?
Never be afraid to tell the same story more than once – LinkedIn is a fast-moving platform, and it’s likely that only a fraction of your audience will see it the first time around. If you’ve got a video sitting on your site where your CEO talks about the year ahead, for example, clients, investors and other stakeholders are more likely to see it (and love it) on LinkedIn.
8. Thought leadership
Your organisation is full of people bursting with thoughts and insights about the industry and their areas of expertise. Thought leadership is your opportunity to show that off, and includes using LinkedIn to promote articles written by team members on your site, videos of team members talking about recent developments in the industry and more.
What’s the point?
By building up the personal brands of the people at your business, you’re showing the world that your team is composed of dynamic, insightful people with an intense interest in the work they do. What could be better for attracting new clients and industry attention to your organisation?
9. Influencer content
More and more you’ll see people using LinkedIn a little more like Instagram – with more personal, light-hearted and generally shorter content that promotes them as personalities. This might be daunting, but it can be extremely effective in building up team members as thought leaders.
What’s the point?
Encouraging team members to create influencer content for LinkedIn isn’t just great for promoting your organisation and building them up as thought leaders. It also takes advantage of a general trend on the platform towards promoting short videos.
10. Starting conversations
You are not a broadcaster (unless you are literally a broadcaster, but this still applies to you on LinkedIn). LinkedIn is a two-way street populated by real people, not an algorithm for you to dump content into. Create posts that tag people, provide thoughts and ask if others agree, and generally encourage direct engagement and conversations from other individuals and organisations on the platform.
What’s the point?
The more users you engage with, the more users will engage with you. It’s a key part of building your LinkedIn audience that you talk to others directly. Getting comments on your post can show a greater depth of engagement than only getting reactions, and in the long-term that can translate into qualified leads and other work opportunities through the community and connections you’ve fostered.
A lot of organisations are their own worst enemy on LinkedIn. They put up barriers, get too worried that their posts won’t perform as well as they’ve hoped to actually post at all, and miss the fantastic opportunities that LinkedIn has to offer as a result. Stories are everywhere on social media. In fact, I co-authored a book about it. My hope is that the list above will help you let go of your posting anxiety and start right away.
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Want to get in touch about building a social media marketing strategy for your business? Drop me an email at [email protected].
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