For a long time LinkedIn was known as the resume site – a place to connect with colleagues and look for work. Over the years LinkedIn has proven itself to be more than just a recruitment site but as a place to network, promote company milestones, nurture discussions on pressing issues and trends and read about industry-related news.
Unlike Facebook and Pinterest, LinkedIn is not social platform for friends or hobbies – its purpose is business to business (B2B) oriented. In fact, The Silicon Valley Business Journal reports that “…the brands whose posts garner the most likes on Linkedin are all B2B … (such as)… IBM, Microsoft” and others.
Below are brands picked not just for their numbers, but their ability to engage their audience in conversation and provide creative ways to promote company news and thus, “keep it hot on LinkedIn.”
IBM: 2.4 Million Followers; 405,141 Employees on LinkedIn: According to Digiday, IBM clocks in at over a million interactions per year on LinkedIn. Their strategy is simple, on the LinkedIn profile they post their corporate activities as well as use their profile for recruitment. Digiday reports that the home site is dynamic as they encourage discussion among their followers which keeps followers coming back to the LinkedIn site.
Microsoft: 2.4 Million Followers; 122,000 Employees on LinkedIn: Microsoft has its large employee base as well as many other Microsoft fans, partners, techies and more that post and read this LinkedIn site. There are several splinter Microsoft LinkedIn sites that are more specific to certain products and audiences the overall corporate LinkedIn presence does a good job generating posts that range from “historical Microsoft” moments to product news. People respond to its posts – but there overall the corporate Microsoft LinkedIn site does not generate as much discussion as some of its more niche LinkedIn sites.
Procter & Gamble: 1.2 Million Followers; 69,850 Employees on LinkedIn: Procter & Gamble like many large corporations has several LinkedIn profiles that cater to different interests and industries. Their corporate site provides a nice overview of the multi-faceted company and updates its users and employees on historical milestones (since Procter & Gamble started in 1837 – there is much history) as well as business strategy, new products and more.
Coca Cola: 800,000 followers; 51,635 Employees on LinkedIn: While Coca Cola cannot match the numbers of IBM or Microsoft, it has an active following on LinkedIn. The LinkedIn page offers profiles of their top executives, promotes the latest company news and charitable work as well as posts earnings. It also does a great job of providing articles and tips on best business practices.
Hilton Worldwide: 400,000 Followers; 52,797+ Employees on LinkedIn: The venerable hospitality company has always been both a media and social media darling. Its LinkedIn corporate page is not as colorful as say a photo shoot with Paris Hilton, but it does well with providing employees and other interested parties news relating to hotel openings; YouTube videos of various corporate events; executive profiles; as well as its charitable work. This site gets a lot of activity from followers with conversations and discussions about the company and its vision.
BMW Corporate Site: 250,000 Followers; 21,399 Employees on LinkedIn: Like other upscale cars make and models, BMW is more than just a car company – it’s aspirational and even if you can’t afford a BMW today – their social media activities make you believe you can one day. BMW has several LinkedIn profiles but its main corporate site provides mostly job openings/talent acquisition and information about the company and new products.
Hewlett Packard: 2 million Followers; 272,684 Employees on LinkedIn: Hewlett Packard does a good job engaging its audience – which is made up of mostly employees, job seekers and partners. It posts questions to provoke conversation – such as “name three things you like about your job” and “how safe is your smartphone.” Hewlett Packard also jam packs its LinkedIn profile with product updates and its foundation work.