LinkedIn is where business happens—but only if you know how to engage your audience. Simply being present on LinkedIn isn’t enough; you need a strategy that resonates with your target audience.
In this guide, we’ll share five great LinkedIn content campaigns, and the key lessons that can help you transform your LinkedIn presence from ordinary to extraordinary.
1) HubSpot’s Educational Content Series
Although HubSpot’s revenue comes from its all-inclusive CRM software, the brand has become widely known for its educational marketing content. Covering topics like inbound marketing, sales strategies, and customer service, such content provides value to HubSpot’s target audience of marketers and sales professionals.
HubSpot’s key tactics include:
- Publishing regular posts with actionable tips and insights.
- Using LinkedIn SlideShare to share in-depth guides and presentations.
- Integrating LinkedIn Live sessions to engage with followers in real-time.
With freelancing and gig jobs on the rise in the post-pandemic economy, there’s a growing need for marketers to “upskill.” By riding this trend, HubSpot has expanded its brand recognition beyond the actual users of its software. (The lesson? Good campaigns are timely!)
Today, HubSpot’s educational services register over half a million certified users. With an additional one million followers on LinkedIn, HubSpot continues to be one of the most-followed marketing brands on the platform.
2) Airbnb’s Employee Advocacy Campaign
At Airbnb, where most communication happens between hosts and guests, employees can seem invisible. Airbnb’s employee advocacy campaign sought to change that, allowing employees to share on LinkedIn their personal stories and experiences working at Airbnb.
In this campaign, Airbnb’s key tactics included:
- Encouraging employees to share personal anecdotes and behind-the-scenes looks at their work.
- Using a mix of text posts, photos, and videos to keep content varied and engaging.
By focusing on not just user experience (UX) but also employee experience (EX), Airbnb has humanized its brand and improved its public image at a time when the company has been blamed for spiking rent prices.
Airbnb also credited its “employee experience” approach as a major factor in achieving a valuation of $73 billion, using marketing campaigns and internal strategies to improve employee morale, reinforce its image, and boost recruitment prospects.
3) The #MicrosoftLife Recruiting Campaign
For Microsoft, engineering some of the world’s most popular software doesn’t have to conflict with people’s personal goals. That’s why Microsoft’s #MicrosoftLife campaign showcases the benefits of working at Microsoft through employees’ own words.
Microsoft’s key tactics include:
- Sharing direct quotes from employees and teammates around the world
- Emphasizing how working at Microsoft drives leading technological breakthroughs while fulfilling personal goals
- Encouraging viewers to check out the Microsoft careers page
Global tech firms like Apple, Google, and Microsoft are in fierce competition for a limited amount of top talent. So while campaigns like #MicrosoftLife can seem “fluffy,” don’t underestimate their importance; by helping the company attract skilled employees, the campaign plays a key role in maintaining Microsoft’s competitive edge.
Microsoft has consistently ranked among the most desirable places to work, ranking among the best employers in 2024. Campaigns like #MicrosoftLife ensure that viewers remember it.
4) Deloitte’s Diversity and Inclusion Campaign
As one of the world’s premier accountancy firms, Deloitte excels at maintaining an elite image—but not always an equitable, multicultural one.
To combat perceptions of stuffiness, Deloitte launched an ongoing campaign focused on diversity and inclusion, sharing content that highlighted their commitment to these values. The posts include stories from diverse employees and initiatives aimed at fostering an inclusive workplace.
Deloitte’s key tactics included:
- Sharing authentic stories and testimonials from employees about their experiences at Deloitte.
- Using videos, articles, and photo stories to provide a multimedia experience.
- Engaging with followers by encouraging discussions on diversity and inclusion.
Of all the campaigns examined here, Deloitte’s is among the best at analyzing its own brand image and crafting content designed to improve on its weaknesses. In Deloitte’s case, showcasing people and stories that weren’t consistent with its brand image actually helped humanize the brand.
Deloitte’s efforts have successfully improved consumer perceptions, with the company recently nabbing the top spot on DiversityInc’s “Top 10 List for Global Diversity.”
5) Cisco’s Video Campaign
A global technology leader, Cisco launched a video campaign titled “There’s Never Been a Better Time,” directing LinkedIn users to videos showcasing how Cisco’s technology transforms industries.
Cisco’s key tactics included:
- Producing high-quality, professionally edited videos that were concise and engaging.
- Using compelling storytelling to highlight the impact of technology on people’s lives.
- Promoting videos through sponsored LinkedIn posts to reach a wider audience.
Cisco’s emphasis on customer value makes this one of the best B2B LinkedIn content strategy examples. These brief, optimistic videos use a clear cause-and-effect structure, supported by data points, to showcase the concrete benefits of Cisco’s technology for clients in different industries.
At a time when “digital transformation” was a buzzword among companies, Cisco’s campaign helped position the brand as not just a tech provider but as a thought leader. The campaign’s high engagement rates positioned Cisco to follow up with successive campaigns, such as the “Bridge to Possible” campaign two years later.
Marketer’s Takeaway
So why were these LinkedIn example content strategies so successful?
- These brands possessed a thorough understanding of their brand image and target audience, with clear goals on how to impact them. For example, Deloitte specifically aimed to improve its corporate, Anglo-American image through targeted diversity campaigns.
- These strategies prompted engagement, not just consumption. HubSpot’s educational campaigns, for instance, encourage people to interact with other tutorials and lesson modules on its website.
- These strategies built and promoted the brand in ways that could be reinforced and improved upon in later campaigns, as Cisco demonstrated in its later “Bridge to Possible” campaign just two years after “There’s Never Been a Better Time.”
Finally, if you want to stay competitive on LinkedIn, it’s important to keep up with what other companies are saying there. Following award-winning marketing specialists like Media Shower is the best way to get curated insights that keep you ahead of the curve!
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