6 categories you can use when sharing for your company or manager on Linkedin

LinkedIn has become not just a platform for building professional networks, but also a platform for brands and leaders to build reputation and value. So, how can companies and leaders best represent themselves on this platform? While searching for the answer to this question, we examined the posts of many companies and executives and categorized them under six main categories. In this article, we present six main categories to help you make more strategic and effective posts for your company's corporate account or for the account of a senior executive on LinkedIn. These categories will help you manage your presence on LinkedIn more strongly and effectively.

The 6 Main Categories of All Corporate Posts on LinkedIn

1- Portfolio and Performance-Oriented Posts:

We categorize every post made to showcase your company's success and the products or services you offer in this category. Also, we consider messages that increase your company's sales and reputation, such as your financial successes, prestigious awards, clients, and success stories, on the performance side of this category. The posts we are used to seeing in this category are listed as follows:

• Products / Services
• Financial Statements
• Awards
• Certificates
• References
• Success Stories
• Testimonials

Suggestion 1: Companies that prefer to communicate effectively on LinkedIn usually make their first content in this category. However, companies that constantly share "success"-oriented posts in this category can eventually be perceived by their social stakeholders as companies with a "weak social side." Therefore, we recommend diversifying your posts with some posts from categories 2 and 4 below. Of course, while reflecting the social side of your company, it is important to be realistic and sincere. If issues such as social responsibility or employee engagement are not genuinely valued in your company, we suggest avoiding forced posts in these areas. If these values are not sufficiently embraced within the company, this insincerity can easily be noticed.

Suggestion 2: We recommend adding a new potential customer acquisition setup at the end of promotional and reputation-oriented posts. Many companies try to promote their products in a monologue style and do not clearly explain to a potential new customer what steps they need to follow. Since you are talking about portfolio and performance, be sure to link a lead generation strategy behind it.

2. Company Culture-Oriented Posts

All posts showing what kind of employer you are to the outside world can be categorized here. Showing that you value your employees and offer an environment based on open communication and freedom certainly creates a significant impact on LinkedIn; it both strengthens the employer brand and attracts the attention of potential employees. Examples of these types of posts include subheadings like "A Day at the Office," "Through the Eyes of Employees," "Young Talents," and "Internal Communication Events." We can offer some suggestions to make these types of posts more impressive.

Suggestion 3: When preparing videos featuring your employees, avoid giving them pre-prepared scripts. More natural and sincere communication leaves a much stronger impression on viewers. Even if your employees have prepared their own scripts, we suggest advising them not to memorize them. Statements that are read or memorized from a script may come across as artificial and forced to the viewer. While trying to create a perception of a company culture that values freedom, such a misunderstanding can create a negative image for you.

Suggestion 4: When sharing content related to company culture, be sure to announce these posts to all your employees through internal communication channels. The likes and comments of your employees contribute to the post reaching more people and appearing more convincing. Especially in large companies, if a significant internal communication event post receives only a few likes and comments, it may give the impression to outside observers that internal support is weak. Therefore, do not neglect to put your LinkedIn posts on your employees' radar. If necessary, turn these posts into a professional advertising campaign and target your own employees with your LinkedIn ads.

3. Thought Leadership Posts:

Thought leadership is one of the most effective tools for a company or leader to reflect its expertise and vision in its sector to the outside world. These posts help position your brand not only as a player who follows developments in the sector but also as a leader who guides these developments. Such posts can enhance your reputation in the sector, bringing new business opportunities, collaborations, and followers.

Thought leadership posts generally consist of the following topics:

• Global innovations and trends
• Important developments in the sector
• Awareness messages about sustainability
• New technologies and digital transformation
• Transformation processes in the business world

Suggestion 5: If you are working with a ghostwriter, establishing an effective collaboration with them is crucial. By providing the ghostwriter with clear briefs, you can align the content with your vision and the goals of your company. To achieve the best results, make sure the content prepared by the ghostwriter fully aligns with your industry and the values of your company. Moreover, progressing through the topics determined by your executives ensures that your posts are more relevant to the target audience. However, it's also important to be open to creative suggestions from the ghostwriter; just ensure these suggestions are in line with your company's overall strategy.

You can read the remaining 3 points and continuing suggestions in the second part of the article:

• 4- Sustainability-Oriented Posts
• 5- Special Day Celebrations
• 6- Leadership and Personal Development-Oriented Posts