Over the last several months, the EP team has been working on a fun stealth project on work tech companies doing LinkedIn really well.
This involves collecting tons of data on marketing campaigns in the work tech vertical. Specifically, we have 21 data points we are tracking across nearly 1,400 companies. We’re looking at the traffic going to these companies’ blogs, how their social channels are performing and what kinds of paid traffic they’re going after, among other things.
This work is ongoing, but already there are trends emerging. One of the clearest trends we’ve seen: Some work tech companies do LinkedIn extremely well, and some don’t.
Below, we highlight four of the HR tech companies we think do LinkedIn really well.
The Rubric: How Do You Judge Someone’s LinkedIn Campaign?
LinkedIn is a tricky channel to assess because it’s built to connect companies with several discrete audiences: Prospects, employees (past, present and future), trade show participants, potential partners.
That can make any company’s LinkedIn post feed feel a little scattershot. There’s a trade show photo here, a work anniversary shout-out there, a blog post link further down the feed.
So, we’ve devised a four-point rubric for assessing LinkedIn feeds in a way that is systematic and feels fair to companies that have to serve multiple audiences.
Here are the four questions we ask when assessing a LinkedIn campaign:
- Is LinkedIn being treated as its own channel, or as a place to syndicate content from elsewhere?
- Is the company publishing content that’s honest-to-God helpful for any of its target audiences, or is it just being promotional and noisy?
- Is there a visual coherence to the company’s posts?
- Do non-employees like, comment on, and/or share the content?
Below is a non-exhaustive list of companies that got a “Yes” from us for each question.
If you’re a work tech marketer who feels your company was excluded, don’t worry. We’re still digging through our research.
TINYpulse is an employment listening and engagement platform.
Limeade acquired TINYpulse in 2021, but TINYpulse’s marketing and social media channels still operate independently of Limeade’s.
What Does TINYpulse Excel at on LinkedIn?
Being a useful information hub.
The TINYpulse team occasionally shares tips that are coherent visually and tagged #tinytip. As much as this benefits branding, the tips work as standalone, shareable content.
Sometimes, all a company needs to do is share good ideas on social media. That can suffice as strategy.
TINYpulse promotes its own blog posts, as well as the posts over at the Limedade blog, but the team also does a nice job of sharing content from places like Personnel Today and HBR.
Share information your LinkedIn audience cares about.
This sounds like a social media 101 tip — and it is — but it’s surprising how many companies lose sight of this. Being helpful is why people follow companies on social media in the first place.
ContactMonkey is an internal communications platform. It helps enterprise-sized clients make their internal emails engaging by giving their comms teams tools for creating, sending and tracking HTML emails via big providers like Outlook and Gmail.
What Does ContactMonkey Excel at on LinkedIn?
Most of ContactMonkey’s posts feature illustrations in a specific style and in a specific color palette. If ContactMonkey is one of dozens of companies you follow on LinkedIn, you’ll likely be able to recognize their branding immediately as you scroll.
Implement a visual style guide for your social channels.
If you don’t have a visual style guide yet, Canva has a comprehensive guide on how to create one.
Bryq is a talent intelligence platform that helps companies optimize their hiring and retention.
What Does Bryq Excel at on LinkedIn?
Visual coherence and communicating its mission.
Like ContactMonkey above, Bryq does a nice job of using the same style of imagery throughout its posts.
If you have an ethical position you want to communicate, do so boldly.
Plenty of companies in the work tech vertical have content that addresses issues surrounding discrimination at work and workplace equity. But that content gets promoted with the same lukewarm “check out our latest blog post” copy as everything else those companies publish.
There’s a reason Bryq gets higher-than-average engagement on its posts.
Harver helps companies vet candidates and make hiring decisions more quickly.
In 2022, Harver acquired pymetrics, which uses behavioral-based AI to conduct unbiased assessments of candidates’ soft skills.
What Does Harver Excel at on LinkedIn?
Creating LinkedIn-specific content.
Harver’s team syndicates its other content nicely by writing summaries of company blog posts and whitepapers. But then the team goes a step further and creates slide decks and visuals specifically for their LinkedIn channel.
Often, these are built from internal interviews. Someone on the Harver marketing team will ask their colleagues about industry priorities for 2023 or how they, as employees, balance their work commitments with parenthood.
Take the time to create content that’s unique to your LinkedIn feed.
Even something as simple as a designed slide deck or a series of quotes can support employee branding, event promotion or a product-marketing objective.
Action Items for Work Tech CMOs
Here are the steps a work tech CMO can take to do LinkedIn right:
- Brainstorm ways to create unique content for your various audiences on LinkedIn.
- Be helpful, not promotional or noisy for the sake of adhering to a posting schedule.
- Create a visual style guide if you don’t already have one.
Images by: LinkedIn Sales Solutions
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