For content strategists everywhere, striking the right tone and knowing which information is truly useful is a huge challenge right now. And there is no ignoring the elephant in the room: content and engagement trends from the LinkedIn platform indicate that today’s evolving world of work and the related sub-topics stemming from it are what professionals are talking about.
In this post, we highlight some of the most remarkable marketing efforts we have witnessed on the LinkedIn platform in these difficult times. Rather than fall silent, these marketers are leaning into the conversation while remaining mindful of the following principles:
- Never lose sight of your customers’ and employees’ needs
- Demonstrate trustworthiness
- Bring your brand values to life
- Be supportive
- Be human
- Listen intently
- Be mindful of tone, timing, and delivery
- Look forward while keeping your finger on the pulse
Now granted, managing employees through change, leading with trust, and adapting to drive business continuity are all easier said than done. To give you a better idea of what these principles look like in action, and to give you some ideas to fuel your own strategy, let’s dig into the sub-themes of each principle and explore content examples together.
Culture
As we adjust to a new normal, the connective tissue that binds our teams is being tested. With a strong culture in place, teams are simply more resilient and more apt to snap back into rhythm when pressure is inevitably applied.
In a LinkedIn post, GE Healthcare spotlighted one of its engineers who is an expert in the valves that are used to make ventilators. When he heard about the ventilator shortage, he and his wife packed their dog into the car and drove from Salt Lake City back to the plant in Madison, Wisconsin, in one day — through an earthquake aftermath and a snowstorm — to help lend his skills. He arrived safely at the plant and is now hard at work, helping to make ventilators to support clinicians in the fight against #COVID19.
Why it works: It’s a human story about a journey moment – a remarkable reminder of what really matters as we take on challenging times together.
Fundamentals applied:
- Be human
- Bring your brand values to life
The LEGO Group asked employees to dig around their homes and don a different costume each time they got together. Hilarity ensued.
Why it works: From an internal standpoint, who wouldn’t look forward to these meet-ups? Externally, who wouldn’t want to work for or with a company that keeps finding creative ways to keep work fun.
Fundamentals applied:
- Bring your brand values to life
- Be human
- Productivity
- Why merely stay connected through technology when your team can thrive with it? The difference between these outcomes often boils down to how proactive we are in helping our employees and customers stay productive and connected.
Salesforce helped its audience address productivity head-on by sharing best practices for enabling a remote workforce.
Why it works: With this single post, Salesforce provides critically relevant advice to its community, at the same time demonstrating operational leadership and reinforcing go-forward best practices for their own employees.
Fundamentals applied:
- Never lose sight of your customers’ and employees’ needs
- Be supportive
Microsoft shared a timely demo explaining new features on Teams, their virtual collaboration tool.
Why it works: With entire workforces forced to figure out their virtual collaboration environments on the fly, there’s an acute need for productive solutions and practical answers. By adding new capabilities and sharing this demo, Microsoft aspires to help professionals make their virtual meetings more inclusive and productive.
Fundamentals applied:
- Never lose sight of your customers’ and employees needs
- Bring your brand values to life
Learning
Having the ability to teach people on a regular basis is one of the more rewarding aspects of being a content marketer. The workforce relies on our collective content to progress toward their personal and professional goals. If your brand has unique access to educational tools or materials, now’s a great time to find new and creative ways to host that content online.
The NFL shared free educational resources with their followers, helping them achieve a healthy lifestyle amid ongoing disruption.
Why it works: Promoting activity among its younger fans has been an ongoing initiative for the NFL. Here the league modifies the mission to help make sure their community can stay healthy despite the disruptions they’re facing.
Fundamentals applied:
- Look forward while keeping your finger on the pulse
- Be supportive
- Bring your brand values to life
To help facilitate distance learning, Adobe gave students and teachers greater access to Creative Cloud apps.
Why it works: It’s a generous gesture that’s sure to be appreciated, first and foremost, which is also why this move is almost certain to boost Adobe’s brand equity among this key audience segment.
Fundamentals applied:
- Look forward while keeping your finger on the pulse
- Be supportive
- Never lose sight of your customers’ and employees’ needs
Reliability
During times filled with unforeseen circumstances and weighty decisions, customers understandably want to be certain that their insights and solutions can be trusted. We’re seeing brands go to great lengths to provide innovative and actionable information to their customers and broader community.
The Johns Hopkins University hosted webinars with public health experts to share new information on COVID-19.
Why it works: The post says it best: “…this is a time for information but also for the support and reassurance that science and evidence can offer.” As a revered institution, The Johns Hopkins University is uniquely qualified to be offering this type of information. And thankfully, they are.
Fundamentals applied:
- Demonstrate trustworthiness
- Bring your brand values to life
- Be supportive
Morgan Stanley released insights for investors on the impact of COVID-19 on the economy, supply chains, and global asset classes.
Why it works: With the stock market disrupted, Morgan Stanley’s community is scrambling to make rational decisions based on sound insight. In releasing this guide, Morgan Stanley further establishes itself as a brand their audience can trust to deliver crucial information in a timely manner.
Fundamentals applied:
- Be supportive
- Be mindful of tone, timing, and delivery
- Demonstrate trustworthiness
Transparency
When marketers wonder how they can instil a greater sense of trust and confidence in their brands, more often than not, the answer staring back at them is to increase transparency. While it’s easier for some companies to exhibit transparency than others, all companies can build trust by keeping stakeholders apprised of the thought processes and principles guiding key decisions.
Patagonia shares an announcement regarding pending business closures and the additional measures the company has taken to protect employees and customers. 
Why it works: Within this one post, Patagonia puts its industry leadership, proactive communication standards, and compassionate corporate outlook on full display.
Fundamentals applied:
- Be mindful of tone, timing, and delivery
- Never lose sight of your customers’ and employees’ needs
Bring your brand values to life - Look forward while keeping your finger on the pulse
BMW Group reaches out with a serious yet optimistic note about changes taking place at its automotive plants in Europe and South Africa.
Why it works: It does a good job of articulating the rationale behind a difficult decision while still managing to strike an encouraging tone.
Fundamentals applied:
- Look forward while keeping your finger on the pulse
- Be mindful of tone, timing, and delivery
Corporate Responsibility
Corporate responsibility comes in a variety of forms. During our current health crisis, we’re seeing more companies capitalizing on their unique abilities to respond to the urgent needs of their communities.
3M CEO Mike Roman announced the company’s plan to increase medical supply production to support cities with a critical need for supplies.
Why it works: As the CEO says in his message, “3M has a unique and critical responsibility in pandemic preparedness and response.” Issuing a statement like this is more than a solid PR move; it demonstrates 3M’s responsiveness and the seriousness with which the company is addressing our world’s most pressing problem.
Fundamentals applied:
- Listen intently
- Be supportive
- Demonstrate trustworthiness
- Bring your brand values to life
Luxury goods purveyor LVMH shifted their production schedule to help meet increasing demand for medical supplies.
Why it works: For lack of a better phrase, a post like this shows that LVMH “gets it.” Many of those in the market for LVMH’s products will have fond remembrances of this gesture when making future shopping decisions.
Fundamentals applied:
- Be human
- Be supportive
- Look forward while keeping your finger on the pulse
Executive Leadership
Today’s leaders have an opportunity to inspire others to take action by setting an authentic vision that provides clear, compassionate direction.
Kevin Ban, Chief Medical Officer at Walgreens, wrote a note to parents providing actionable information on how to help stop COVID-19 from spreading.
Why it works: It’s critical advice from the company leader most qualified to give it. It shows that Walgreens is smartly deploying its experts in ways that’ll keep its community safe and healthy.
Fundamentals applied:
- Bring your brand values to life
- Be supportive
Arne Sorenson, CEO of Marriott International demonstrated leadership by sharing his compassionate note to Marriott’s associates who are working in an industry that’s been harshly affected by the coronavirus.
Why it works: You can shy away from tough conversations or you can address them head-on. Here we see the latter approach, delivered with the seriousness and compassion an announcement like this deserves.
Fundamentals applied:
- Bring your brand values to life
- Be supportive
Customer Centricity
What does it mean to be customer-centric? It all depends on who your customers are and what their particular needs are at the moment. The best way to know what your customers want and need is by listening closely to them and then adjusting your plan and content accordingly.
ADP designed a webcast series to help companies better understand governing policies, thereby empowering them to protect their workforces.
Why it works: Companies are facing really hard decisions right now and people’s livelihoods are at stake. In creating and sharing this special edition webinar, ADP shows that “always designing for people” isn’t lip service, but a way of life.
Fundamentals applied:
- Bring your brand values to life
- Be supportive
- Never lose sight of your customers’ and employees’ needs
Woolworths Supermarkets shared a note explaining its strategy to update store hours to better support the needs of their elderly and disabled community.
Why it works: Lots of companies are changing the way they do business to better protect their customers and employees. The key to effectively communicating these changes is to make sure your community is aware of them and why they’re happening.
Fundamentals applied:
- Never lose sight of your customers’ and employees’ needs
- Be mindful of tone, timing, and delivery
Safety and Reassurance
By sharing how they plan to keep people secure, governments and corporations can bring comfort to their communities and assist those most affected, simultaneously mitigating fear and risk.
Qatar Airways outlined how it’s ramping up hygiene standards and taking other precautionary measures to keep passengers safe.
Why it works: Many people are scared to board an airplane right now. Here, Qatar Airways assuages these fears by anticipating and answering their community’s primary concern.
Fundamentals applied:
- Never lose sight of your customers’ and employees’ needs
- Demonstrate trustworthiness
Prime Minister Justin Trudeau published his plan to mobilize Canadian industry in response to COVID-19
Why it works: Proactive communication is key during a crisis, but so is reach. By posting his message to LinkedIn, Trudeau creates an avenue where he can calm the nerves of Canada’s professional community and provide much-needed guidance.
Fundamentals applied:
- Demonstrate trustworthiness
- Be supportive
- Look forward while keeping your finger on the pulse
This represents but a small sampling of the amazing work marketers are doing on the LinkedIn platform to keep our communities connected, productive, and most importantly, safe. We’ll be sure to share additional insight about what’s working as we gather it.
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source: LinkedIn
