To build relationships and drive results, companies should tell their story on LinkedIn by creating and curating engaging content. They can establish their identity through their Company Page and amplify their voice by activating employees. Companies should encourage employees to publish thought leadership, complete their profiles, engage with the Company Page, and help spread relevant content and news within their networks. By fostering two-way conversations and delivering useful updates, companies can strengthen relationships and spread their message.

1. Telling Your
Company Story

2. Telling Your Company Story

3. For businesses, relationships matter more
than ever.
Why? Because people tune out irrelevant or
promotional messages to focus on useful,
engaging content. Companies that inform and
engage aren’t just selling – they’re building
relationships.
1. Why share the company story?
To build relationships
that drive results
Telling Your Story

4. LinkedIn helps marketers forge relationships with the world’s
largest professional community. Our members are almost 50
percent more likely to use services from a company they
engage with on LinkedIn. And a whopping 80 percent of
LinkedIn members want to connect with companies –
because those connections provide them opportunities to
enhance their professional decision making.
The platform allows you to build a very comprehensive and
multi-faceted representation of your company and your brand
in an authentic and organic way.
As a company, you want to make sure you are harnessing
the collective power of corporate and employee voice to
represent your brand on LinkedIn. You can do this through
enhancing all brand touch points on the platform such as
your company page, your leadership and employees profiles
and then curating and creating the best quality content to
reflect your brand promise.
2. Why LinkedIn?

5. Create & curate content
Establish identity – through the
Company Page
Amplify voice by activating employees

6. Company Page 101

7. Professionals who have opted-in to a relationship with your company
1. Company Page & Followers
A company page is the central hub of your brand
presence on LinkedIn.
It’s where prospective clients and employees go to
find information about your brand.
Gaining followers allows you to push this content to
the right audiences organically.
Getting started:
• Complete page
• Consolidated page with appropriate Showcase or
Affiliate Pages (where relevant)
• Acquire followers (ask your employees and clients
to follow your page)
For further on Company Page best practice, see here
Telling Your Story

8. 2. Share Company News
Your role in the Company Page
Unless you are part of the dedicated team
responsible for the Company Page (best practice
is shared between HR and
Communications/Social Team), your role in the
Company Page is to help amplify news.
As an Agency Influencer, you should be following
your agency and group Company Page and
actively sharing relevant stories to your network.
Telling Your Story

9. Fun facts and quotes
Employment branding
and career opportunities
Tips and best practices
Company branding: inside
looks and interviews
3. The updates that get the most action
Telling Your Story

10. The role of the Agency Influencer

11. 1. Agency Influencers
Socially engaged leaders make for socially engaged companies
You’ve learnt the steps to becoming an
Agency Influencer in earlier modules.
Before sharing the Company Story, you
need to ensure you have your own
profile basics in place so you are
properly reflecting your agency brand.
Getting started:
• Up to date profile – picture, rich
media, summary
• Connect with your clients and
employees
Telling Your Story

12. 2. Reminder: Have you published yet?
Strengthen your professional reputation and that of your agency
by publishing long form content.
Telling Your Story

13. Publishing will allow your agency brand to humanise with thought leadership from senior executives:
Telling Your Story

14. So what makes a good status update?
One-sided conversations are no fun. So don’t post
overtly promotional messages. If you do occasionally
post company-related news or announcements, make
sure they deliver a specific benefit to your followers
Be helpful and friendly, not sales-y Post at least once per weekday
Consistent posting encourages engagement and
fosters familiarity
Link to great content
Updates containing links can have up to 45 percent
higher follower engagement that updates without. Just
remember to write a compelling sentence to accompany
the link, inspiring members to click through.
Think about timing
Updates posted in the morning usually earn the highest
engagement, with a spike occurring again after business
hours. Experiment to see what works best for you and
your network.
Telling Your Story

15. 3. Driving engagement with your content
Owning the update
The best relationships are rooted in great conversations
and your tool for starting those conversations is the Update.
Every Update should convey your agency and personal
brand promise and values. But don’t forget that LinkedIn
members want informative, insightful and inspirational
content – not self-serving promotion. By delivering useful
and engaging content, you’ll foster engagement and help
your message spread faster.
Telling Your Story

16. Activating Employees

17. 1. Activating your teams on LinkedIn
Telling Your Story
Cross promote
through other
channels (including
other social and press)
Amplify employee
content through
Company Page
Engage with
Company Page
content
Encourage
employees to
get on LinkedIn and
complete profiles

18. Creation
Curation
2. Create & Curate
Your employees can tell the Company Story in two ways:
• Creation – generating content either on their own
profile which establishes the agency as leaders in the
industry, contributing to Company Page content,
posting updates to Groups
• Curation – sharing updates from the Company or news
related to the company and its employees
Telling Your Story

19. Setting your team up for success
3. Ongoing engagement
Continuous, relevant communication creates strong
relationships:
• Encourage your team to add a link to your Company
Page to their email signatures.
• Identify expert contributors. Enlist team members
who understand customers’ needs or have specific
content creation skills and encourage them to
become socially active on LinkedIn
• As you would for your clients, make an editorial
calendar for your team. Create a calendar with
campaign themes and posting timelines. Stick to it
as much as possible – but don’t hesitate to throw in
timely content as opportunities arise.
• Make content go further. Break up big themes into a
series you can publish at fixed intervals to get
followers regularly “tuning in” for new content.
Telling Your Story

20. 4. Celebrate LinkedIn leadership
Amplify stories shared by your employees
Telling Your Story

21. Leveraging the ecosystem

22. COMPANY
PAGE
Employee Updates
Employee Posts
All content from owned properties is distributed through the
feed to company followers and individual connections.
1. Sharing the story across the ecosystem
Brand Touchpoint Content Distribution
Employee ProfilesLeadership Profiles
Company Updated
(Sponsored & Organic) The Feed
Telling Your Story