With over 610 million members, LinkedIn is the world’s largest professional networking site. As LinkedIn has matured, it has become a cohesive platform that offers professionals the ability to seamlessly connect with one another, build their networks and identify new opportunities. But LinkedIn isn’t just about finding a new job (or new talent). As a result, the audience of LinkedIn is different than any other social media site: 50% of LinkedIn users have a college degree, 45% earn at least $75K per year, and 33% of millionaires are on the platform. Members also include 92% of Fortune 500 companies, 90 million senior-level influencers, and 63 million decision-makers.
These demographics make LinkedIn an enticing and important channel for brands. In fact, 97% of B2B marketers use LinkedIn as a content distribution channel and 46% of social media traffic to those company sites comes from LinkedIn.
But given its professional nature, brands need to stay in tune with what their LinkedIn audiences crave. The LinkedIn audience responds to stories that offer a deeper look at companies and the people that work at them. As a result, LinkedIn has become the go-to social media site for amplifying employee voices, developing thought leadership, sharing behind-the-scenes stories and starting conversations.
If your brand is considering LinkedIn, your content strategy should be the top priority. To help you get the creative juices flowing, we’ve developed a list of best in class examples from 10 enterprise brands.
#1 General Electric Showcases Their Innovations
The video, posted on General Electric’s LinkedIn feed, showcases the first 3-D printed Titanium wheels. GE recognized that the LinkedIn audience would be very likely to show an interest in such an exciting product. But GE didn’t just make an announcement or issue a press release. They brought audio and visual appeal to the LinkedIn feed by incorporating charged music and a variety of slick aesthetic elements to keep viewers engaged until the end.
RESULTS: The video has been viewed some 160,000 times, garnering more than 120 comments and nearly 5,000 likes.
TAKEAWAY: Build thought leadership by highlighting new technology in a way that engages the audience.
#2 Amazon Tells Employee Stories to Connect with Their Audience
Amazon uses its LinkedIn Page to share employee voices and foster engagement within its extensive workforce. In one such campaign, Amazon asked its employees to describe their ‘Amazon resumes’ in three lines or less. The results, which showcased employee development and mobility, were shared on the company’s LinkedIn feed in a simple, yet eye-catching graphic. This campaign positioned Amazon as a company that promotes employee growth, generating engagement without being promotional.
RESULTS: This post alone generated more than 6,500 likes and nearly 200 comments.
TAKEAWAY: Amplify the voices of your employees within their professional communities to more authentically promote your brands.
#3 Best Buy Shows They Have Heart
Best Buy used their LinkedIn page to launch a campaign that focused on the story of Donald Grabski, a 76-year-old Air Force veteran, former DJ, and chef who came out of retirement to work at Best Buy because of his love for the brand. This heartwarming and engaging story added a personal element to the brand – transforming them from a faceless big box store to a company that really cares about people.
RESULTS: This one story generated over 400 post engagements — including both praise for both Grabski’s work ethic and Best Buy’s sharing of his story.
TAKEAWAY: Personal stories of employees and customers can exemplify brand values and drive loyalty from customers who align with those values.
#4 Sephora Shares Employee Thought Leadership
The post above features a quote from Sephora employee, Artemis Patrick (Chief Merchandising Officer of Sephora Americas). Sephora was quick to identify this content from WWD as an opportunity to promote their team member’s accomplishments and reinforce the brand’s position as a leader in the beauty industry.
RESULTS: The post received 600 engagements including comments from inspired readers such as “Thank you for the inspiration!” and “This is great advice.”
TAKEAWAY: Make it a point to know about the contributions your employees are making (whether internal or external) and highlight that thought leadership on your company pages. This goes a long way to establish your team, and brand as a whole, as industry leaders.
#5 Intel Showcases Career Advancement
Intel Corporation’s HR leadership program helps young professionals move up the corporate ladder at Intel. The post above tells one such story. Krupa Ravi started at Intel as an intern and eventually became a full-time employee. By sharing Krupa’s story across the right channels, Intel has attracted top talent by highlighting their career advancement and diversity and inclusion programs.
RESULTS: Sharing the post on LinkedIn led to more than 1,000 engagements. While many readers congratulated Krupa on her success, Intel also created engagement among a pool of potential talent.
TAKEAWAY: Brands can attract talent by building awareness for company culture and core values.
#6 USC Activates Brand Advocacy
The University of Southern California has a unique pool of brand advocates: recent graduates. One such graduate is Pocket Sun, Managing Partner and Co-Founder of SoGal Ventures, who recently landed on the cover of Forbes Magazine. USC was quick to jump into the conversation around Sun, sharing her accomplishments and igniting pride among their network of USC alumni and employees.
RESULTS: Pocket Sun’s post on USC’s brand page garnered nearly 900 likes. The post tapped into Sun’s network to amplify their message and drive more authentic connections among alumni, staff, and entrepreneurs across LinkedIn.
TAKEAWAY: While USC created a brand advocate from their alumni network, companies should build brand advocacy among their employees. According to LinkedIn data, employees typically have 10x the number of connections as a Page has followers.
#7 Microsoft Customers Share Their Journey with Gaming
Gaming gets a bad reputation, but Microsoft used the video above to shift that perspective. The video depicts how children with limited mobility have used Microsoft games as an educational and social building tool. Through their innovations, Microsoft has been able to showcase how they can help children by making gaming more accessible. When aligning your brand to a cause, make sure it’s relevant to your brand story and portfolio.
RESULTS: This video was watched 479,000 times and received 3,664 likes and 149 comments.
TAKEAWAY: Sharing a real person’s experience with your brand, from their own perspective, can help your audience to forge a memorable and emotional connection to your brand.
#8 Accenture Shows their Compassion
When Accenture’s CEO Pierre Nanterme passed away after being with the company for over 35 years, their LinkedIn Page released a short but powerful post in remembrance. The quote from Nanterme not only honored him but also positioned the brand as one that cares about their people above all else. Rather than backing away from this sad story, Accenture created an emotional moment that unified members in remembering its esteemed leader and brand.
RESULTS: This post received nearly 10,000 likes and 1,000 comments.
TAKEAWAY: Brands often shy away from addressing tragedy, but it is a part of life. Brands that respond to tragedy in a human way present the opportunity for their audience to respond in kind.
#9 Toyota Shares a Feel-Good Holiday Video
This low-cost, mobile phone video shows Toyota employees volunteering at the company’s annual Holiday Gift Drive. In a season where customers are inundated with advertisements and promotions, this video portrays Toyota as a company that focuses on teamwork, giving back and finding joy at work.
RESULTS: This video was viewed more than 15,000 times with 442 likes and 16 comments
TAKEAWAY: Video is highly effective on LinkedIn, offering a much greater opportunity to gain momentum and reach. LinkedIn data shows that video is 5x more likely than other media types to spark a conversation.
#10 Google Taps into a Global Conversation
With climate change frequently in the news, Google joined this important conversation by showcasing how their technology can potentially mitigate a global concern. The post features Google’s Artificial Intelligence lead, Jeff Dean, sharing how they are using AI to build systems and technology that can predict dangerous weather events like earthquakes and floods. The post also highlights press coverage of their top executives, demonstrating external validation of their ideas in the AI space.
RESULTS: Over 10,000 post engagements and 151 comments.
TAKEAWAY: Find a relevant connection to newsworthy issues and become a part of the conversation.
LinkedIn is the platform for digital networking, building connections and identifying opportunities. For brands, it’s all about forging authentic connections with their audience through shared experiences. The best brands on LinkedIn are achieving this through sharing employee and customer stories, showcasing innovations and tapping into the conversations their audiences care about. What brands have you seen that are standing out on LinkedIn? Would you add any to this list?
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