The keys to success on LinkedIn

Advice & insights from Sandrine Chauvin, International Editor-in-Chief at LinkedIn

With over one billion users worldwide, LinkedIn is a business-focused social network that no one can afford to ignore. It is widely used by professionals, and 82% of investors see it 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.
Sandrine Chauvin, International Editor-in-Chief at LinkedIn, shares her advice to overcome the challenges and be successful on LinkedIn.

A conversational platform for business news

LinkedIn is a key player in circulating business information. Sandrine Chauvin describes it as a “conversational platform” that allows senior executives and opinion leaders to simultaneously reach multiple audiences, including customers, corporate partners, employees, investors and other stakeholders. What sets LinkedIn apart from traditional platforms is its ability to create conversations and enable executives to actively monitor their networks of influence.

CEOs use LinkedIn not just to share information about their company, like financial results or acquisitions, but also to give their views on broader economic issues. According to Sandrine Chauvin, we are seeing a shift away from formal corporate messages to more authentic pieces in which executives talk about their own values and causes that matter to them.

Young people pay close attention to the image of senior executives and their personal positions. If your firm wants to succeed on LinkedIn, it is strategically important for your senior leaders to speak out on the platform.

LinkedIn Top Voices, designated by their blue badges, illustrate this approach perfectly by combining regular posting with high-quality, authentic content.

A “glocal” strategy is key to an effective international presence

Adapting global content to local audiences can be a massive challenge. LinkedIn tackles the issue through a “glocal” strategy that combines a consistent overall approach with local adjustments tailored to the needs of individual markets. Companies can choose from two main strategies:

Single page with regionally-tailored posts, so that content can be shared in several languages on the same page, while segmenting distribution according to target markets.

Parent-company page and subsidiary pages. This is perfect for companies with large volumes of local content, as they can operate several national or regional pages, while retaining a single shared corporate page.

This kind of flexible approach will allow you to grab the attention of local users while simultaneously running global campaigns to get the best reach and impact from your messages.

How to rise above the crowd?

With more and more active users on the platform, it is increasingly difficult to stand out on LinkedIn. To be successful, Sandrine Chauvin recommends treating LinkedIn as an editorial ecosystem. Each company participant, no matter who they are, should have their own distinct voice that is integrated within an overall strategy. This will create a “halo” effect around the company to maximise the reach and visibility of its messages.

Format-wise, Sandrine Chauvin recommends videos and newsletters. Both formats are extremely effective at engaging audiences. Videos support a more dynamic and visual approach, while newsletters help to build audience loyalty over time.

The right KPIs to follow will depend on the goals set by your company or leadership. Whether the aim is to build a network, hire or inform, LinkedIn has specific indicators to track progress. To help CEOs to optimise their presence, LinkedIn puts on regular initiatives such as thematic workshops and plans to launch a self-certification site soon.

Do you want to reach out to LinkedIn?