Whether you are keen to be more active yourself on social media in a professional capacity, or you are responsible for advising colleagues on how to represent your organisation online, here’s five types of posts that will make your profile pop.
Joe English, an Emergency Communication Specialist at UNICEF shares his media interviews, a key part of his work that he is clearly incredibly passionate about. Not everyone will have access to this level of content but you could share tips from a presentation you’ve prepared or even some professional advice you’ve given a colleague, anything that demonstrates passion for the work that you do.
Lisa MacLeod’s passion for all things journalism related shines through her LinkedIn profile, she shares news, reports, and job opportunities for aspiring journalists via her account.
Talk about life outside of work. This doesn’t have to be family photos, or anything you aren’t 100% comfortable with, but could be about volunteering, traditions, sports or even pets. Blanca Juti, L’Oreal’s Chief Corporate Affairs and Engagement Officer shares content from her employer alongside updates on how she balances work and relaxation and her lovely sounding summer holiday.
It’s not valuable for your connections nor is it favoured by LinkedIn’s algorithms to simply repost content from a Company Page. Add your context to a company update, or better yet, create your own version like this example from a series of individual posts promoting ExxonMobil’s P&GA internships, all personalised with examples and photos from each individual.
If you have read an interesting article, spotted a useful resource, or attended an event recently then share what you’ve learned with your connections and ask for their thoughts too. H Fisk Johnson uses his Instagram account to provide regular updates on his work and learning. On her LinkedIn account, our colleague Claire shares reviews of crisis responses with tips, and notes how West Midlands Police are using puppies to promote their Threads account. Jeremey Connell Waite is incredibly generous with his story telling advice on his LinkedIn profile
If you’re an active social media user and you find yourself at the centre of a major international incident people will expect to hear from you. It’s not just for positive or promotional updates. Be honest. Be apologetic when you need to. But above all, be present. George Kurtz, Crowstrike’s CEO, was the primary source of information when his company faced a huge reputational crisis in July 2024. His individual updates were shared by the company’s social media accounts as they sought to recover their reputation.
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