Industry: Leadership Development / HR Consulting
The Challenge
This client delivers onboarding, L&D, and leadership programs, regularly presenting at conferences and attending industry events. They were active on LinkedIn but weren’t seeing traction – their posts were underperforming, often only receiving engagement from their internal team, despite having a sizeable audience.
The lack of impact made it hard for them to prioritise content creation, even though they recognised its value.
The Client’s Goals
- Improve reach and engagement on LinkedIn
- Ensure messaging aligns with in-person event presence
- Build relationships and credibility with HR professionals beyond their direct network
- Simplify and outsource the content process
Our Approach
We began by streamlining their content process and focusing on alignment. Our strategy included:
- Repurposing content from their events and associations into social-first formats (think slide decks, Q&A sessions, panel discussions etc)
- Helping their team connect with relevant event attendees and community members
- Experimenting with new formats such as carousels, videos, and stripped-back visuals
- Simplifying content design and messaging to improve clarity and accessibility
- Tracking monthly results and applying a continuous improvement approach
Implementation Highlights
- Introduced a content system that aligned with the team’s event schedule and speaking calendar
- Helped map content themes to key themes and issues discussed at industry events
- Published content from both company and individual profiles to extend reach
- Added variety to their content formats to better connect with different segments of their audience
The Results
Within the first three months, the client saw a notable increase in reach, engagement, and content shares. Their content was appearing in more search results, being reshared more frequently, and generating more meaningful interactions with HR professionals in their target market. Over time, the strategy began supporting their relationship-building and lead generation goals.
Ongoing Impact / Lessons Learned
When content is aligned with what’s happening in the real world – industry events, association conversations, topical challenges – it resonates more. Pairing that with simplified, visual-first formats and clear messaging helped this client punch through the noise and grow their presence within the HR space.
Relevant Services
Trying to bridge the gap between events and online visibility? Let us help you get more impact from your presence. Book a strategy chat.
