PR AGENCY DIARIES: HOW TO BUILD YOUR BRAND ON LINKEDIN
LinkedIn is for anyone in a corporate job what TikTok is to teens. If you’re not on it, you’re without a doubt missing out on an ultra-targeted method to show up, share learnings and wins and most importantly build a network of third party interest and endorsements in your story. So why do most businesses overlook it when building a digital strategy?
Common perception is that LinkedIn is a platform to find a job, network or climb the corporate ladder. The reality is it’s much, much more than that and make no mistake, it should be a key pillar of your communications strategy.
Here are four ways to show your brand on this 690 million-strong user platform:
1. Your vibe attracts your tribe
“Why do you get out of bed in the morning and why should anyone care?” – Simon Sinek
Brands don’t capture customers with pretty pictures, fancy spiels or simply good product, brand buy-in happens when you can lock in with emotion. And being an innately human trait, means, well…you ought to have some humans involved in creating them feels.
Employees, customers and partners are your brand’s best champions because they believe what you believe and bringing them together in one hub creates money can’t buy brand advocacy.
Make sure to engage with your tribe by commenting on and liking things they’re into as well as sharing regular content that keeps your network up to date on what’s new with you plus gives credit to best practice industry work close to home and abroad.
2. Teamwork makes the dream work
Use LinkedIn to celebrate the wins and highlight individuals that do the do. After all who doesn’t want to engage with a brand that has an A-team of people behind it?! The payoff? If you empower the squad, they’ll likely give you the ultimate third party endorsement by sharing cool stuff they’re proud of that the company has given them opportunity to be involved with.
Beyond this, LinkedIn is a great place to encourage and motivate your team from a leadership standpoint – share tips for productivity work-life hacks and other cool things they might enjoy and watch that NPS (that’s net promoter score) rise before your eyes.
3. Beauty and brains
“People don’t buy what you do, they buy why you do it.”– Simon Sinek
While ‘traditional’ marketing channels like eDMs or Facebook are good places to convey what your business offers, LinkedIn is the place to show off the motivation behind your product or service.
To create valuable authority in your niche it’s important to share thought leadership articles about your industry that express what your brand is all about.
By allowing potential customers (or even employees) to get a glimpse behind the curtain you’ll automatically improve your brand’s credibility and desirability.
4. Toot toot (your own horn)!
If you’re good at what you do, you’re probably quite busy doing it. And while stopping to smell the roses can feel like time away from the ‘important stuff’ it’s essential to show customers both existing and prospective all the awesome stuff you’ve achieved.
LinkedIn provides the ideal platform to proclaim that recent client win or celebrate exceptional work from your team. So, go on, go do it and more importantly…keep it up.
If you want a kickstart to inform how your team should go about launching their own LinkedIn and internal engagement strategy, we have helped everyone from multinational supermarket chains to local businesses get ahead. It helps with talent acquisition, retention, new business and general recall.
