Tribe Topics March 2018 TRB-147 Mar Tribe Topics_03.05v4 | Page 2

CONTENT STRATEGIES
W hen bui l di ng your edi tor i al cal endar, here are som e categories you m igh t in c lu de:
8 WAYS TO BUILD YOUR
COMPANY'S LINKEDIN PRESENCE
Your LinkedIn company page is a media outlet that should be managed as strategically
as any other online brand presence. If you’ve been letting it lie dormant, you’re missing a
powerful oppor tunity for both active and passive recruitment.
But it all starts with engaging content. And a steady stream of fresh, relevant content
doesn’t happen by accident. Make sure it occurs on an ongoing basis by building an
editorial calendar — and assigning responsibilities for gathering content to accountable
team members.
What goes on that editorial calendar? Start with what you know is important to your
current employees. Think about the most engaging elements of your culture and the work
that the company does that ’s most meaningful. Then look for ways to make celebrities of
the employees themselves.
Where do you find all this content? It helps to have a widespread group of contributors.
Engage employees from different functional areas and geographic locations. Prevail
upon leaders from various departments, such as HR, PR, Marketing, and Training &
Development. Or use an agency to build out editorial calendars, mobilize internal
reporters, and create and post content.
What about visuals? Interesting visuals will capture more attention than a wordy post.
Show photos of actual employees and leadership as often as you can. You also may
want to create a library of brand visuals (ask marketing for help) or pull symbolic stock
photography that pertains to your business. For instance, on Valentine’s Day Starbucks
posted a photo of a heart made of coffee beans.
EVERGREEN INFORMATION
On the company description at the
top of your company page, use your
employer brand positioning or the
brand’s elevator speech, as well as some insight
into your company mission, vision and values.
This information won’t need to be updated often,
but make sure it gives a current and relevant
synopsis of what drives the company — and why
employees choose to work there.
EMPLOYEE SPOTLIGHTS
Show the faces of the people who work
at your company and brag about their
accomplishments. Sometimes content
from your intranet or employee publications
can be repurposed here. If you have an annual
employee award, showcase the winner here. If
someone from the marketing team presented
a case study at a conference, show a photo of
them at the podium.
TRAINING & DEVELOPMENT
Job candidates are interested in the
opportunities the company might
provide to build their skill sets, so you
might give a glimpse of some of your educational
opportunities. When a group of employees
completes a leadership training workshop, post
a photo of the group and short description of
when and where the workshop was. If you have
employees pursuing graduate degrees with a
tuition reimbursement program, post photos of
them with their diplomas at graduation time.
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VOLUNTEERISM
If this is a big part of your culture,
make it a visible element of your
employer brand on LinkedIn. Post employee
photos from that Habitat build or Junior
Achievement class, and maybe quote employees
on why it’s important to them to participate or
what they gained from the experience.
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LEADERSHIP
Post a photo of the CEO talking with
employees at a town hall. If the head
of sales visits one of your retail stores,
be sure to post that. Also look for ways to show
the human side of leadership. For instance, if the
CFO works out in the gym downstairs, or runs
marathons, or teaches a spin class, post a shot of
him or her in action.
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MEDIA HITS
Partner with PR to post links to articles
in publications. Also, look for videos or
podcasts that you might include. Try to
use as many different types of media as possible.
SHINY HOOKS
What are the special perks at your
company that people tell their friends
about? If you let employees bring their
dogs to work, post photos of some of the dogs.
If you have on-site childcare, ask permission to
post photos of employees and their kids arriving
or leaving the childcare facility. If your corporate
campus has wooded running trails, post photos.
Meditation rooms? On-site dental care? If you’ve
got it, post it.
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CONVERSATIONAL PIECES
Demonstrate that your company is part
of a larger conversation by posting
links to interesting articles or studies about
relevant topics. Rosetta Stone, for instance, does
a nice job of this, posting content about animals
developing language and the archaeological
discovery of a Viking artifact with writing on
it. The content is not specifically about Rosetta
Stone, but about language itself.
Interested in building your employer brand?
Tribe can help.