Promoting company culture and values on LinkedIn is a powerful way to attract top talent, build brand loyalty, and showcase your organization’s identity. LinkedIn offers a range of tools and features that can be used to highlight what makes your company unique and what it stands for. By crafting thoughtful content and engaging with your audience, you can effectively communicate your organization’s culture and values, enhancing both recruitment efforts and brand positioning.
Here’s how to use LinkedIn to promote your company culture and values effectively.
1. Create a Company Page That Reflects Your Values
Your LinkedIn Company Page is the foundation for showcasing your company culture. Ensure that your page reflects your values and identity right from the start by optimizing the profile, description, and visuals.
Best Practices:
- Craft a mission-driven description: The About section should clearly state your company’s mission, vision, and core values. Use this space to tell your company’s story and what drives its people.
- Use branded visuals: Incorporate images and banners that reflect your company culture, such as team photos, office events, or community involvement. Ensure these visuals align with your brand colors and messaging.
- Share your company’s purpose: Pin posts that reflect your company’s mission and purpose to the top of the feed to make them visible to first-time visitors.
Example:
“A purpose-driven organization that values collaboration, diversity, and innovation, we believe in empowering our employees and giving back to the community. Our mission is to create a workplace where creativity thrives and where everyone’s voice is heard.”
2. Showcase Company Culture Through Posts
Regularly post content that showcases your company’s values, team spirit, and day-to-day culture. This could include behind-the-scenes content, employee stories, or highlights of company initiatives.
Content Ideas:
- Employee Spotlights: Highlight team members and their contributions, and share their personal stories and experiences working at your company.
- Team Activities and Events: Post photos and videos from team-building events, workshops, or volunteer initiatives that reflect your company’s core values.
- Milestone Celebrations: Celebrate company achievements, anniversaries, and team accomplishments to demonstrate your company’s appreciation for its workforce.
Example Post:
“Meet Sarah, our lead designer! Sarah’s passion for creativity and collaboration is a perfect reflection of our company’s values. She recently spearheaded a new campaign that truly highlights our commitment to innovation. We’re proud to have her on the team!”
3. Use LinkedIn Stories to Provide a Behind-the-Scenes Look
LinkedIn Stories can be a great way to give your audience a more informal, authentic glimpse into your company’s culture. Stories are ideal for sharing live or short-term updates that give followers insight into the daily life of your organization.
Content Ideas:
- Day-in-the-Life Stories: Let your employees take over your LinkedIn Stories to show their typical workday.
- Live Updates from Events: Share live updates from company events, conferences, or community outreach activities.
- Casual Office Moments: Showcase spontaneous team moments like lunch breaks, brainstorming sessions, or team wins.
Best Practices:
- Keep stories authentic and casual: Avoid overly produced content; instead, focus on showcasing real moments.
- Use story highlights to keep relevant culture-related stories on your profile for longer visibility.
4. Promote Your Employee Value Proposition (EVP)
Your Employee Value Proposition is what sets your company apart as an employer and why employees love working there. Use LinkedIn to communicate the benefits, work-life balance, professional growth, and inclusive environment that your company offers.
How to Promote EVP:
- Share posts about flexible work arrangements, professional development opportunities, and employee wellness initiatives.
- Highlight diversity, equity, and inclusion (DEI) programs and how your company fosters an inclusive environment.
- Post about career growth within the company, such as promotions, employee training programs, or mentorship opportunities.
Example Post:
“At [Company Name], we prioritize work-life balance. With flexible hours and remote work options, our team members can tailor their schedules to meet their personal and professional needs. #WorkLifeBalance #CompanyCulture”
5. Encourage Employees to Share Their Experiences
Your employees are your best brand advocates. Encourage them to share their experiences on LinkedIn by posting about their work life, achievements, or company events.
Tips for Employee Advocacy:
- Create employee advocacy programs where employees are encouraged to share company-related content on their personal LinkedIn profiles.
- Ask employees to participate in hashtag campaigns (e.g., #LifeAt[CompanyName]) to create a unified company message.
- Provide recognition posts for employees who go above and beyond, and tag them in the post to encourage engagement.
Best Practices:
- Encourage authentic sharing by employees, giving them the freedom to share what they enjoy most about working at your company.
- Reshare employee posts from the company page to amplify their reach and demonstrate appreciation.
6. Promote Corporate Social Responsibility (CSR) Initiatives
LinkedIn is an ideal platform for promoting your company’s CSR efforts. Sharing your organization’s contributions to the community, sustainability efforts, or charitable activities can demonstrate your commitment to social and environmental causes, which are key components of company values.
How to Promote CSR on LinkedIn:
- Share updates about volunteer programs, charity partnerships, and sustainability initiatives.
- Post case studies or success stories related to CSR efforts to highlight the positive impact your company is making.
- Encourage employees to participate in volunteer days and share their experiences on LinkedIn.
Example Post:
“This Earth Day, our team came together to plant 500 trees in our local community! We believe in leaving a positive impact on the planet and empowering our team to make a difference. #Sustainability #TeamWork #CompanyValues”
7. Utilize LinkedIn Articles and Thought Leadership
LinkedIn’s publishing platform allows you to share long-form content, such as articles that showcase your company’s thought leadership and culture. You can use this feature to write about topics related to your industry, company values, or important cultural topics like diversity, sustainability, or leadership.
Example Topics:
- Write about your company’s approach to leadership, innovation, or team development.
- Share your views on important issues, such as diversity in the workplace, sustainability practices, or employee wellness.
- Highlight how your company lives by its values and contributes to industry transformation.
Best Practices:
- Encourage executives and leaders to write LinkedIn articles or posts about the company culture and vision.
- Promote articles that align with your company’s mission and address relevant industry trends.
8. Leverage LinkedIn Events for Culture-Focused Webinars
LinkedIn Events is a useful feature for promoting and hosting virtual events like webinars or live Q&A sessions related to your company culture, employee wellness, diversity, or innovation. You can invite your network to these events and engage with attendees in real-time.
Event Ideas:
- Host webinars on company culture development, leadership best practices, or diversity and inclusion.
- Organize virtual open houses where potential employees can learn more about your company culture from team members.
- Host live employee panels to share experiences and answer questions from potential hires.
9. Use LinkedIn Videos to Highlight Company Culture
Video content is one of the most engaging formats on LinkedIn. Share short videos that provide insights into your company’s values, mission, and culture. Whether it’s a message from the CEO or clips from a team-building event, videos can create a deeper connection with your audience.
Video Ideas:
- Employee interviews sharing why they enjoy working at your company.
- Office tours to showcase the work environment.
- Clips from company events, product launches, or volunteer days.
Best Practices:
- Keep videos short and engaging—ideally 1-2 minutes.
- Use subtitles to ensure accessibility.
- Post consistently to maintain engagement and give ongoing insights into your culture.
10. Create and Promote LinkedIn Polls
LinkedIn Polls can help you gather feedback on how your audience perceives your company’s culture or values. It’s also a great way to engage your network with relevant discussions about company-related issues like remote work, diversity, or sustainability.
Example Poll:
“What do you value most in a workplace? 🏢 Flexibility 🌍 Sustainability 🤝 Team Collaboration 🌈 Diversity”
Conclusion
Promoting company culture and values on LinkedIn requires a mix of authentic storytelling, engaging content, and strategic use of platform features. By consistently showcasing what makes your company unique—from employee experiences to CSR initiatives—you can attract top talent, build brand loyalty, and foster a positive image. Through videos, stories, employee advocacy, and leadership articles, your company can build a strong LinkedIn presence that resonates with your audience.