What’s killing your brand with your pathetic corporate LinkedIn strategy (and how to fix it)?

The first commandment is that managing corporate accounts isn’t nearly as exciting as watching paint dry.



That’s true; I did say that. Your corporate account is as uninteresting as a bland, beige wall. LinkedIn is akin to background noise that no one truly pays attention to. It’s the equivalent of elevator music. Despite your meticulously produced postings appearing to be effective, I regret to inform you that they are not. When it comes to content, algorithms give preference to those that people really interact with, and here’s a spoiler alert: nobody is interacting with your corporate nonsense.

People want to interact with other people, not with faceless businesses, right?

Here’s the deal. On LinkedIn, you need to become personal if you want to create waves. Your business account can be useful for the odd dry press release or an excessively polished company update, but if you want to make waves on LinkedIn, you need to talk about yourself. And when I say “personal,” I mean allowing your staff to speak their minds; these are real people who have genuine thoughts and real insights at their disposal. By humanizing your brand and allowing your employees to showcase their personalities, you can build genuine connections with your audience. This authenticity will set you apart from the sea of corporate accounts and help you stand out on LinkedIn.



Secondly, your employees’ credibility is more important than your brand’s.



Let’s get one thing straight: in comparison to brands, consumers trust other individuals more. Not rocket science, but fundamental to human psychology. Your employees’ contributions to LinkedIn, whether they are their opinions, skills, or experiences, have a weight that your corporate account simply cannot equal. Because you are not making use of it, you are allowing a tremendous opportunity to pass you by.

Consider the situation. Can you recall the most recent instance where you came across a post on LinkedIn, published by a company account, that caught your attention? Incapable of recalling? This is because it most likely never took place.

When a respected individual in your network shares something with you, you listen attentively. If you stop restricting your employees to corporate drivel, they will be able to exert the type of effect that you describe. Allowing your employees to share their own insights and experiences on social media can humanize your brand and make it more relatable to your audience. By encouraging personal engagement, you can unlock the full potential of your team and create a more authentic connection with your followers. 



Give your employees the freedom to make their own decisions, and don’t chain them to the corporate line.



At this point, things start to become more realistic. If you are one of those control freaks who insist on micromanaging every word that your staff publishes on LinkedIn profiles, not only are you irritating, but you are also a hindrance to your own success. One of the most important aspects of social media is authenticity, and there is nothing more genuine than repeating the company’s official position.

Employees who have the freedom to build their own personal brands on LinkedIn are not only more engaged in their work but also more productive.

They are ambassadors, influencers, and opinion leaders, making them more than just another company spokesperson. Additionally, when they speak, people pay attention. You will never be able to fully realize their potential if you keep them on a short leash. Allowing employees to have a voice and share their unique perspectives can greatly benefit the company’s overall brand image and reputation. By empowering them to express themselves authentically, you are not only fostering a positive work culture but also unlocking their full potential as valuable assets to the organization. 



Fourth, your corporate account cannot do all the heavy lifting.



I have a question for you: for your business LinkedIn account, how many posts can you make before your audience begins to lose interest in what you have to say? Is it once a day? On a biweekly basis? The more stuff you fill your corporate feed with, the less powerful it will become with each post you make. To put it another way, it is like attempting to fill a bathtub with a teaspoon; it is not going to work under any circumstances.

At this point, your staff are the ones who come into play. You are not only able to prevent the overflow of material on your corporate account by distributing the production of content across numerous accounts and allowing your staff to lead on issues that really interest them, but you are also able to create a content stream that is richer, more diversified, and more engaging for your audience. By empowering your staff to share their expertise and passion through content creation, you can build a stronger connection with your audience and establish your brand as a thought leader in your industry. This collaborative approach not only alleviates the burden of content creation from one individual but also fosters a sense of ownership and pride among your team members.



The fifth commandment emphasizes that LinkedIn offers a diverse range of tools, not just one specific function.



You’re about to face a shocking revelation: LinkedIn is more than just a platform for posting company news. It is an ecosystem, a complicated network of profiles, materials, and interactions. Furthermore, if you only use one component of the puzzle, you are taking an incorrect approach. Utilizing each and every instrument at your disposal is essential if you want to achieve true success.

It is true that this entails the use of corporate accounts, but it also entails the utilization of executive profiles, sales profiles, subject matter experts, and even workers who may not be very active on LinkedIn but who may nevertheless play a role in the conversation. Without activating all profiles, you may miss out on significant financial opportunities. In order to fully leverage the power of LinkedIn, it is crucial to engage with a diverse range of profiles and individuals within your organization. By tapping into the expertise and networks of all team members, you can maximize your chances of success in generating leads and building valuable connections. Remember, every profile has the potential to contribute in unique ways to your overall strategy on the platform. 



The sixth commandment states that the corporate account is just the start.



LinkedIn is much more than just your company’s profile on the social networking site. There is a vast amount of potential hidden behind it, which you are likely overlooking. The unique profiles of your staff members are what I’m referring to; each one of them is a small powerhouse in their own way. The actual activity takes place in those powerhouses, which are the centers of attention.

When your business is not just doing it for themselves when they begin posting, participating, and expanding their networks, they are also doing it for your organization. Each like, remark, and share that they receive is another step in establishing a strong presence for your brand on LinkedIn. Therefore, you should stop viewing your business account as the ultimate goal. This is only the beginning; if you want to see actual results, you will need to invest more time and effort into the process. Engaging with your employees’ personal LinkedIn profiles can significantly boost your company’s visibility and credibility. By encouraging them to share company updates, industry insights, and relevant content, you can leverage their networks to reach a wider audience and drive meaningful engagement. 



The seventh commandment is that individuals are the ones who initiate conversations, not business accounts.



It is important to make one thing very clear: social media is not about monologues but rather about discussions. A faceless corporate account, or a genuine individual with actual opinions, is more likely to initiate talks than the other. It’s clear that you lack knowledge if you responded with “corporate account.”

The reality is that people interact with one another. Individuals leave comments on each other’s posts. Individuals disseminate their own material. Furthermore, if you fail to incorporate the human element into your LinkedIn strategy, you are forfeiting the entire purpose of the network. If you want to start meaningful discussions that truly generate engagement, your workers are your greatest choice right now. Consequently, why do you continue to conceal yourself behind that business logo? Showcasing the faces and personalities behind your brand can help build trust and credibility with your audience. By humanizing your LinkedIn presence, you can create more authentic connections and foster a sense of community within your network.

Your employees already represent your brand. This is the eighth commandment.



In fact, regardless of whether you approve of it or not, your staff are already advertising your company on LinkedIn. They are placing your brand in the public eye each and every time they make a change to their job title, each and every time they comment on a post, and each and every time they share. Furthermore, if you do not actively encourage them to become brand ambassadors, you are missing a tremendous opportunity. By empowering your employees to share their experiences and insights, you can leverage their networks to reach a wider audience and attract potential customers. Encouraging them to showcase your company culture and values can also help attract top talent to your organization. 

If you don’t control your brand’s story, someone else will. Think about it this way. Additionally, there’s a chance that someone else may not have your best interests at heart. Why not give your staff the authority to speak out in a manner that is beneficial to everyone, rather than expecting that they will remain silent? By empowering your employees to be brand ambassadors, you are ensuring that they are aligned with your brand values and mission. This can lead to increased trust and loyalty from both customers and employees alike. It’s important to remember that in today’s digital age, every interaction counts towards shaping your brand’s reputation. 



Commandment 9: Put an end to timewasting and kickstart your employee network as soon as possible.



Every time you refuse to abandon your antiquated corporate account approach, your rivals gain an advantage over you. Time is money. You are required to take action, and you must do so quickly. To begin, you should determine who the most important people in your organization are. These are the individuals who possess the expertise, the enthusiasm, and the network necessary to have a significant effect on LinkedIn. Next, equip them with the necessary resources to achieve success.

Folks, this is not a difficult concept to grasp. It’s a fundamental piece of social media strategy. Surprisingly, many businesses remain stuck in the past, assuming that a corporate account and a few press releases suffice. Become awake. If you don’t keep up with the world’s progress, you risk falling behind.
Utilize the power of your key employees to engage with LinkedIn users, share valuable content, and build connections within your industry. By empowering your team to be active on LinkedIn, you can increase brand visibility, establish thought leadership, and drive business growth in today’s digital age. Encouraging employee advocacy on LinkedIn can also help humanize your brand and showcase the expertise of your team members. This personal touch can attract a wider audience and foster stronger relationships with potential clients or customers.


According to Commandment No. 10, corporations have a place, but not at the top of the hierarchy.



In no way am I suggesting that your business account is pointless; please do not misunderstand me. It certainly has its place. However, relying solely on it to perform all the hard work can lead to failure. If you want to maximize your LinkedIn strategy, make the business account the starting point. Its purpose is to bolster and amplify the voices of your workers, not to overshadow them. By utilizing personal profiles in conjunction with the business account, you can showcase the expertise and personality of your team members, ultimately humanizing your brand. This approach can lead to more authentic connections and increased engagement from your target audience. 

You should make use of your corporate account to disseminate the most important news, which is the information that is relevant to your brand as a whole. Conversely, your staff should lead daily interactions, thought leadership, and social selling. By utilizing this approach, you can humanize your brand and build stronger connections with your audience. This balance between business and personal accounts will ultimately lead to a more successful LinkedIn strategy. Remember, authenticity is key on social media platforms like LinkedIn. By allowing your employees to take the lead on personal accounts, you are showcasing the human side of your brand and fostering genuine connections with your audience. This strategy can help differentiate your company from competitors and establish trust with potential clients or customers. 

It is imperative that you activate the following six types of LinkedIn profiles as soon as possible.

Let’s talk about the many types of profiles you need to use now that we’ve established that your corporate account is not the be-all and end-all of any situation. You are wasting valuable opportunities if you don’t utilize all of them!



This is the first. Corporate accounts play the most important role in the picture.



It is not a mistake to believe that your business account is not significant. However, it should be noted that it is not the most crucial factor. Imagine that it is the director who is responsible for establishing the scene and directing the story at hand. You may use it to present the overall picture, which includes your brand’s values, key announcements, projects, and product launches related to corporate responsibility. Do not forget, however, that this is only the framework. Somewhere else, the actual action takes place.

On the other hand, avoid the risk of placing an excessive amount of reliance on this account. Because this is the official voice, it’s easy to fall into the trap of believing that.

Your firm should hold the majority of your LinkedIn presence. You made a beginner’s error. You should only use the corporate account in a planned and limited manner. Pay attention to articles that have a high impact and help establish the tone for your business, but delegate the material that is part of your daily routine to the people who are most suited to provide it: your staff.



Executive Accounts: The Minds Behind the Thought Machine



Your company’s leaders in the C-suite are more than simply prominent figures; they represent the public face of your business. You will be missing out on a fantastic chance if they are not active on LinkedIn. These profiles will establish your credibility. Everyone pays attention to what your CEO or other top executives have to say about the latest innovations, trends in the industry, or the core principles of your firm. It is impossible to place a value on that type of attentiveness.

Nevertheless, here’s the thing: you shouldn’t allow your executives to publish boilerplate business fluff. They must actively participate on LinkedIn to establish their presence there. This commitment includes posts that provoke thought, smart criticism, and maybe even a little bit of controversy. primarily because, let’s be honest, no one cares about your CEO’s golf game or the book they’re reading unless it directly pertains to the company.

In order to establish themselves and, by implication, your organization as thought leaders in your sector, your executives should make use of their profiles. Doing this is not just disseminating information; you are trying to influence the narrative, drive conversations, and influence discourse.



It is the third. Sales Profiles:

Those Who Sell Through Social Media

In terms of your LinkedIn strategy, your sales staff is the front line. Day in and day out, they create contacts, generate leads, and close sales. If they’re not using LinkedIn’s features, they’re doing it wrong.

The term “social selling” is more than just a cliché; it is the future of business-to-business sales. Consistently publishing about the latest industry trends, offering case studies, and showcasing client success stories are all things that your salespeople should be doing. It is not enough to just transact in a short amount of time; rather, it is necessary to cultivate long-term connections that provide significant revenue.

The majority of businesses, however, see LinkedIn as a medium for making cold calls, which is where they go wrong. Not a favorable choice. When using LinkedIn, it is important to focus on cultivating connections rather than assaulting them with sales pitches. Your sales personnel should not only focus on selling items but also on providing value. Upon reaching this point, individuals will discover that their networks expand in a natural way, and the connections they make will eventually become opportunities. By shifting the focus to building relationships, businesses can establish trust and credibility with potential clients, leading to more sustainable and profitable partnerships. This approach allows for a more organic growth of connections and opens up opportunities for long-term success in business development. 

There are four.

Professionals with Expertise in Their Field: The Knowledge Bombers

Is there a member of your staff who has a deep understanding of your industry?

Is there someone on your team who is completely immersed in the world of product creation, innovative trends, or trends in general? Let them go on LinkedIn, for the sake of all that is sacred. These individuals possess the potential to establish your organization as a thought leader, a valuable asset.

However, there is a catch there: they have to be genuine. There will be no business jargon nor filler. Expertise that is unadulterated and uncensored. When your subject matter experts start releasing information bombs on LinkedIn, people will take notice. This approach can help you establish yourself as a leader in your business.

You may think of these profiles as your firm’s brain trust. The technical features of your company, the most recent developments in the sector, and the direction in which the market is heading are all topics that they are able to talk with expertise on. It is critical that the material they provide is not only profound and insightful but also useful. These are the profiles that must establish the intellectual agenda in your sector; this is not the place for just surface-level criticism. Their insights should challenge the status quo and push boundaries, sparking meaningful discussions and driving innovation within your industry. By cultivating a team of thought leaders, you can position your company as a forward-thinking and influential player in the market. .

Actively employed individuals serve as content amplifiers.



Your foot soldiers are employees who are willing to participate, distribute material, and increase your organization’s exposure. They are ready to become engaged. Despite lacking the influence of an executive or the expertise of a subject matter expert, they are crucial to your LinkedIn strategy.

In addition to discussing the projects they are working on and sharing their experiences, these workers should also be keeping the discussion going in general. While they may not achieve widespread popularity, that is not the primary goal. To ensure that your organization is constantly a part of the discourse, it is their responsibility to keep the rhythm rolling.

In addition, these profiles provide a degree of authenticity and relatability to the user experience that your business account just cannot match. When prospective customers see normal workers expressing their enthusiasm for their job, your brand becomes humanized. This demonstrates that your firm is not only a nameless organization but rather a group of individuals who are truly involved in the work that they do with their company.



Passive employees are often referred to as unseen supporters.



Additionally, there are individuals known as passive workers who may not be highly engaged on LinkedIn but still possess the potential to contribute significantly. Although it’s possible that these individuals don’t post on a daily basis, they may still contribute to the propagation of your message by liking, commenting on, and sharing messages. The digital equivalent of voting in an election is the appreciation of even the smallest amount of support.

These people are often ignored when creating LinkedIn plans, but this should change. Because of their involvement with other workers’ posts, even if they do not produce material themselves, they may help increase the exposure of your company’s message and broaden its reach. Encourage them to participate, even if it’s in a limited capacity. Every little thing, such as a remark here and a like there, adds up.

In fact, these personnel have the potential to be an unutilized resource for distributing your material to others outside of your local network. Engaging with your firm’s posts can bring your material into the feeds of their contacts, many of whom may not have a direct connection to your brand. This subtle yet effective kind of amplification can expand your brand’s profile on LinkedIn and expose your content to new audiences. By actively involving your employees in sharing and engaging with your content, you can tap into their networks and reach a wider audience. Their interactions can help increase visibility and attract new followers to your brand’s LinkedIn page. This organic growth strategy can lead to more exposure and engagement with potential customers who may not have been reached through traditional marketing efforts. 



It is critical that you get out of bed and start using these profiles.



What I’m going to say is that LinkedIn is a treasure trove, but only if you are ready to dig for it. Your firm is not only missing out on opportunities, but you are also actively destroying its potential if you choose to do nothing but sit back and let your corporate account handle everything.

Ignoring changes in business-to-business (B2B) marketing will leave you behind. It takes more than dipping your toes into LinkedIn to make a splash. It is imperative that you get in wholeheartedly, engage your workforce, and develop a LinkedIn strategy that maximizes the use of all the resources at your disposal. By actively participating in the platform, you can establish your brand as a thought leader in your industry and connect with potential clients on a personal level. Embracing LinkedIn as a powerful tool for networking and business growth will set your firm apart from competitors who are not adapting to the evolving landscape of B2B marketing.



In other words, your competitors won’t idle. They are now at work throughout the world, establishing connections, generating leads, and concluding business transactions. Additionally, if you don’t follow suit, you risk falling behind. It is over. Embracing LinkedIn as a powerful tool for networking and business growth will set your firm apart from competitors who are not adapting to the evolving landscape of B2B marketing. In other words, your competitors won’t idle. They are now at work throughout the world, establishing connections, generating leads, and concluding business transactions. Additionally, if you don’t follow suit, you risk falling behind. It is over. 

So, what exactly are you holding out for? Once you take action and stop playing it safe with your business account, you can utilize LinkedIn in its intended manner.

If you activate your people, give them the freedom to create their own brands, and watch as both of these things happen, your company’s LinkedIn presence will transform from a limp handshake to a powerhouse of impact and credibility.

You have the necessary resources. The talent is in your possession. The next step is to put these talents to use. The rationale is straightforward: if you fail to utilize them, someone else will. This means that they will leave you in the dust. Don’t let fear hold you back from taking risks and allowing your team to shine on LinkedIn.

Embrace the potential for growth and success that comes with empowering your employees to showcase their expertise and build their personal brands on the platform. Your company’s reputation and influence will only benefit from this proactive approach. By fostering a culture of empowerment and support, you can create a team of confident individuals who are eager to contribute and make a difference. This will not only enhance your company’s image but also attract top talent and opportunities for collaboration in the future.

How do I develop an effective LinkedIn strategy?

Developing an effective LinkedIn strategy starts with defining your goals, whether they are personal branding, lead generation, or job hunting. Once your goals are clear, optimize your LinkedIn profile to align with those objectives, including a professional photo, a compelling headline, and a well-crafted summary. Your LinkedIn strategy should also include regular content sharing that demonstrates your expertise and engages your network. Finally, actively connect with relevant professionals and participate in groups related to your industry as part of your LinkedIn strategy to build meaningful relationships.

How often should I post on LinkedIn as part of my LinkedIn strategy?

As part of your LinkedIn strategy, posting at least 2-3 times per week is generally recommended. Consistency is key to staying top-of-mind with your network. Your LinkedIn strategy should focus on sharing a mix of content, including industry news, insights, personal achievements, and company updates. It’s not just about frequency, but also about the quality and relevance of your posts. Experimenting with different times and types of content can also help refine your LinkedIn strategy over time to maximize engagement.

What role does LinkedIn content play in a successful LinkedIn strategy?

Content is a cornerstone of any successful LinkedIn strategy. Regularly sharing valuable, relevant content helps establish your expertise and keeps your audience engaged. As part of your LinkedIn strategy, aim to create a mix of content types, including posts, articles, videos, and infographics. The content should align with your goals, whether they are to attract clients, build a network, or establish authority in your field. Engaging with others’ content by liking, commenting, and sharing is also an important aspect of your LinkedIn strategy.

Can LinkedIn strategy help with job searching?

Absolutely, a LinkedIn strategy can significantly enhance your job search efforts. Begin by optimizing your profile to highlight your skills, experiences, and career aspirations. Your LinkedIn strategy should include actively connecting with recruiters and industry professionals, joining relevant groups, and regularly engaging with content related to your field. Additionally, use your LinkedIn strategy to apply for jobs directly on the platform and follow companies you’re interested in to stay updated on their openings. A targeted LinkedIn strategy increases your visibility to potential employers and can lead to job opportunities.

How does LinkedIn strategy help in building authority in a specific industry?

A strong LinkedIn strategy is essential for building authority in your industry. By consistently sharing high-quality content that showcases your expertise, you position yourself as a thought leader. Your LinkedIn strategy should include writing articles, posting insightful updates, and participating in industry-related groups. Engaging with other thought leaders by commenting on their posts and contributing to discussions is also important. Over time, a consistent and well-planned LinkedIn strategy will help you gain recognition and credibility within your professional community.

What are the best practices for creating content as part of a LinkedIn strategy?

Best practices for creating content as part of a LinkedIn strategy include focusing on quality over quantity, understanding your audience, and using a mix of content formats. Your content should be relevant, informative, and aligned with your LinkedIn strategy’s goals. Incorporate a variety of content types, such as articles, videos, and infographics, to keep your audience engaged. Additionally, timing is crucial; posting when your audience is most active can increase visibility. Regularly analyzing the performance of your content will help refine your LinkedIn strategy over time.

How can LinkedIn strategy help in recruiting top talent?

A well-planned LinkedIn strategy is essential for recruiting top talent. Start by ensuring your company page showcases your culture, values, and employee experiences. Your LinkedIn strategy should include posting job openings, sharing content that highlights your company as an attractive place to work, and actively reaching out to potential candidates. Engaging with industry professionals and participating in relevant LinkedIn groups can also help you identify and connect with top talent. A strong LinkedIn strategy not only attracts candidates but also helps you build relationships with them before they even apply.

How can LinkedIn strategy be integrated with other social media platforms?

Integrating LinkedIn strategy with other social media platforms can enhance your overall online presence. While LinkedIn is ideal for professional networking and B2B marketing, other platforms like Twitter, Facebook, and Instagram can complement your LinkedIn strategy by reaching different segments of your audience. Your LinkedIn strategy should include sharing content that can be repurposed across platforms, creating a consistent brand message. Additionally, cross-promoting your LinkedIn content on other platforms can drive traffic back to your LinkedIn profile or company page, making your LinkedIn strategy more effective.

How importantis consistency in a LinkedIn strategy?

Consistency is a key factor in the success of any LinkedIn strategy. Regularly posting content, engaging with your network, and maintaining an active presence are essential components of a strong LinkedIn strategy. Consistency helps keep you top-of-mind with your connections and builds trust over time. Your LinkedIn strategy should include a content calendar to ensure regular posting and a routine for engaging with others. By staying consistent, your LinkedIn strategy will help you achieve long-term goals, whether they are related to personal branding, lead generation, or job searching.

What are common mistakes to avoid in a LinkedIn strategy?

Common mistakes in a LinkedIn strategy include being too promotional, neglecting profile optimization, and not engaging with your network. A successful LinkedIn strategy requires a balance between sharing valuable content and promoting your services. Failing to optimize your profile can also undermine your LinkedIn strategy, as a weak profile may turn away potential connections or employers. Additionally, a LinkedIn strategy should not be one-sided; engaging with others by commenting on their posts and participating in discussions is crucial. Avoiding these mistakes will help ensure your LinkedIn strategy is well-rounded and effective.