Getting your information to decision-makers. Talk Insights

Getting your information to key decision-makers, including CEOs, C-Level managers and other in-demand audiences, is a strategic challenge for Communication & Marketing teams.

As part of our Talk under the heading “From communication to information – Where and how are today’s decision-makers getting information?”, we were delighted to welcome three expert guests: Sandrine Chauvin, International Editor-in-Chief at LinkedIn, Charlotte Coloos-Gillardeau, Marketing and Customer Experience Director at KPMG, and Gilles Tanguy, founder of media outlet L’Informé, shared priceless, inspiring insights. Here are the event’s main takeaways.

1. LinkedIn: a conversational platform with a halo effect

With over one billion users worldwide, LinkedIn is a business-focused social network that no one – including CEOs – can afford to ignore. Sandrine Chauvin describes it as a conversational platform that allows opinion leaders to simultaneously reach multiple audiences, including customers, partners, employees, investors and other stakeholders. The platform promotes conversations and enables executives to actively monitor their networks of influence. This interactive aspect makes LinkedIn a key tool to share strategic information.

Today, 82% of investors see LinkedIn as a vital message-sharing platform for top executives. Reflecting this, the share of US CEOs using LinkedIn has risen by 35% in recent years. Yet 66% of them don’t think that they are properly equipped to make the most of the platform. To help, LinkedIn puts on initiatives such as thematic workshops and is setting up a self-certification site to support execs as they try to optimise their presence.

E-advocacy is now, more than ever, a strategic priority. By structuring communications by senior executives, spokespersons and business experts, a company can create a halo effect and amplify the impact of its messages. Each voice brings its own perspective while adding to the overall stance.

2. In-person and authentic: aligning personal positions with professional commitments

CEOs can stand out from the crowd by making the bold decision to share personal positions that are consistent with their professional commitments. Audiences want to hear from inspiring leaders who uphold values and transparency. LinkedIn has also revised its algorithm to prioritise expert content with high value added, rewarding publications that provide genuinely different perspectives.

LinkedIn Top Voices, which are designated by their blue badges, illustrate this approach by combining regular posting with high-quality content and transparency.

3. A “glocal” strategy for an effective international presence

A “glocal” strategy is essential to reach international audiences, by keeping messaging consistent while accommodating the cultural and economic peculiarities of individual markets. LinkedIn offers a great example of this approach with its LinkedIn News pages. Backed by a network of more than 250 national correspondents spanning 190 countries and regions, the platform creates and selects relevant content for each market, in eight different languages. This flexible approach ensures that the right messages are delivered to each market, boosting their impact.

4. Video, newsletters and forward-looking content

Short videos are among the most engaging formats today, generating 1.4 times more interactions than other formats on LinkedIn. Sandrine Chauvin also recommends using newsletters, which are great at building audience loyalty over time.

Personalised, forward-looking content is also popular among C-level managers keen to stay ahead of upcoming trends in their sector. KPMG’s CEO Outlook, for example, offers valuable insights to top executives on themes for the future.

As Charlotte Coolos-Gillardeau points out, the strategy to inform decision-makers is based around creating high value added content: “We get their attention by supplying them with useful information”. This rationale is supported by a marketing approach centred on the specific needs of senior executives, turning content into cross-sell and up-sell opportunities.

5. Tool up your teams

To have a consistent corporate voice, you need well-defined editorial guidelines that reflect the organisation’s values and vision. Make sure your marketing, sustainability, HR and other teams adopt a consistent tone of voice and follow editorial guidelines that set you apart. This will strengthen your identity across all channels and ensured aligned communications.

6. Additional channels and events to build stronger relationships

In addition to LinkedIn, companies are adopting diversified media and event strategies. KPMG has set up media partnerships with channels such as BFM to share expert content. In-person events, such as trade fairs and thematic breakfasts, can also play a role. Charlotte Coolos-Gillardeau sums it up perfectly: “Digital is just one more tool in the kit. To build a relationship of trust over the long run, you mustn’t forget the importance of human contact and channels that complement each other.”