LinkedIn has become an indispensable part of corporate communications in the digital age. As the world's leading professional network, it enables companies to communicate directly with experts, journalists and potential customers, thus positioning their brand more effectively. The platform not only allows content to be distributed but also promotes the development of relationships and the strengthening of the employer's image. In Switzerland alone, over 4 million people regularly use LinkedIn. This makes the digital platform a key tool for increasing reach and targeting specific audiences. This case study highlights the key elements of an effective LinkedIn strategy and the benefits of getting it right.

But why LinkedIn?

LinkedIn offers numerous advantages for corporate communications:

1. Networking with experts and partners: LinkedIn is the world's leading platform for professional networking. Companies can build targeted relationships with experts and decision-makers, which allows them to discover new business opportunities and develop strategic partnerships. 
2. Brand positioning and expertise: LinkedIn enables companies to showcase their expertise and innovative strength. By sharing professional articles, studies or company news, companies can position themselves as industry leaders or within a specific niche, thus gaining the trust of customers and partners. A strong presence on LinkedIn helps to establish the company as a thought leader.
3. Reach and visibility: Posts on LinkedIn can organically reach a significantly wider audience than on other social media platforms, especially when strategically shared and commented on. The platform enables companies to target their content to relevant audiences, thereby increasing their brand visibility. LinkedIn allows companies to efficiently spread their messages and attract new prospects and customers.
4. Strengthening employer branding: LinkedIn is a valuable tool for promoting an employer's image. Companies can use it to present their corporate culture and values in an authentic way, for example through employee-focused stories or behind-the-scenes insights. This not only helps to attract potential talent, but also to motivate and retain existing employees by strengthening the company's image.

Discover how we were able to help Coople with a dedicated LinkedIn strategy.

The LinkedIn company strategy vs. the key-persona strategy

In terms of communication on LinkedIn, two popular approaches have become established. The strategic focus on the LinkedIn company page emphasises the communication of the company as a whole. In this case, the company profile is used to share consistent content, present brand values and report on the company's day-to-day business and current news. This is known as the “website approach”. It strengthens brand perception and attracts a rather broad audience.

In contrast, the key persona strategy focuses on individual leaders or experts within the company who act as personal brands. These individuals share their individual insights, experiences and expertise to present the company in an authentic and human way. This creates trust and encourages direct dialogue with the target audience by focusing on personal stories and professional expertise. Both approaches can complement each other and should be used in a targeted manner to effectively achieve a company's communication goals on LinkedIn.

Listen to our podcast with Nicholas Hänny, CEO of Nikin, to find out how he has built up more than 33,000 followers on LinkedIn and how the platform helps him and his company achieve top communication performance (German only). 

The recipe for successful corporate communication on LinkedIn

The following approaches apply to both strategies for successful communication on LinkedIn:

1. LinkedIn profile optimisation: Make sure that all information on the company profile is up-to-date and complete. This includes regularly updating and integrating new features on the profile. Use an appealing profile picture that is professional and memorable, as well as a meaningful company description that clearly conveys your values and goals.
2. Content strategy for the company profile: Develop a dedicated content plan that presents regular and consistent content. Make sure to integrate a variety of content, such as informative articles, company news and success stories. This content should be both informative and entertaining in order to attract and retain the attention of your target audience in the long term.
3. Key persona content strategy: In addition to the company profile, at least one or two individual content strategies and plans should be developed for key personas within the company so that they can act as brand ambassadors. These individuals should share personal insights, expertise and experiences to promote the authenticity of the company. Regularity is crucial here to build trust and interest among the target audience, but also to learn according to the platform algorithm.  
4. Active engagement: Encourage interaction with your target audience by responding to comments and, in particular, actively participating in posts and discussions in your industry or niche, whether with customers, partners or other target groups. This helps not only to increase the reach of your posts and build an engaged community, but also to make you known outside your bubble. Active networking is crucial here to maximise the visibility and influence of your company.

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How do we measure the success of LinkedIn communication?

• Quantitative KPIs: number of followers, engagement rate, reach of posts.
• Qualitative KPIs: feedback from customers and employees, brand perception.

The most popular success factors for corporate communications on LinkedIn include a strong brand presence, high interaction rates for posts and relevant content. Important quantitative KPIs for measuring success are: 

• The development of the number of followers 
• The engagement rates (likes, comments, shares) of the individual post formats
• The development of the reach of posts

Qualitative KPIs such as brand perception and feedback from customers and employees play just as important a role. The LinkedIn Analytics function helps to monitor and analyse these KPIs by providing detailed insights into the performance of posts and the behaviour of the target group. Custom dashboards can help to visualise this data and make strategic decisions to continuously optimise and expand the communication strategy.

Paid Media als Booster zur organischen LinkedIn Kommunikation

LinkedIn's paid media and sponsored content features offer companies further opportunities to maximise their reach and address target groups in a focused manner. 

• LinkedIn Ads allow companies to target their content to a precisely defined audience based on criteria such as industry, position or location. 
• Sponsored Content enables posts to be placed directly in the target group's news feed, which significantly increases visibility. 

These tools also offer extensive analysis options for measuring the success of campaigns and optimising them on an ongoing basis. By using these functions, companies can increase their brand awareness, generate qualified leads and intensify interaction with their target group.

Discover how we were able to help Swiss Prime Site Solution (SPSS): SPSS LinkedIn Case Study

Conclusion

LinkedIn is an essential tool for corporate communications in the digital age, as it enables companies to achieve increased reach and visibility. The platform supports the development of valuable networks with professionals and enables companies to target specific audiences. Through strategic content plans and the use of paid media, companies can quickly and effectively strengthen their brand presence, build trust, find potential customers and employees, and provide an authentic window into  their corporate culture. LinkedIn Analytics also provides detailed insights to measure success and optimise communication strategies, which leads to a sustainable increase in digital reach.

Brand Affairs offers a holistic approach from planning to implementation and analysis of your LinkedIn corporate communication. Let us help your company achieve greater visibility.