The intersection of people and purpose: pinpoint your corporate reputation sweet spot on LinkedIn
It’s vital for your company to proactively share its corporate reputation with employees and non-employees alike. You can effectively broadcast your mission to shape your corporate reputation through people and purpose. In fact, the center of those two elements is what we call the corporate reputation sweet spot.
On the people side are three essential audiences:
1. Existing and future employees, who will be advocating your reputation to their networks
2. Current and prospective customers, who will be buying into your reputation with their wallets
3. Stakeholders, who will be reacting to your reputation by way of stock prices and policy changes
LinkedIn's professional environment is the only place where you can accurately reach all of these audiences.
Since you already know your employees and customers, let’s focus on three popular third-party stakeholders to consider reaching via LinkedIn.
Media opinion leaders. The first is opinion leaders – and frequently, opinion leaders who work in the media. Leveraging our best-in-class job title targeting, LinkedIn can deliver your messaging to editors and reporters, which helps you influence the influencers.
Policy makers. A second popular stakeholder audience is Policy Makers. LinkedIn can combine industry and seniority targeting so you can reach legislators, government officials and public policy executives.
Institutional investors. The third popular stakeholder audience is Institutional Investors. LinkedIn can get your message in front of large-fund decision makers in order to shift investor sentiment and, ultimately, create more shareholder value.
On the purpose side, you want all those audiences to understand who is behind the brand purpose, mission, and values:
• How you're impacting society
• How your employees feel about working for your organization
• Where you're innovating
• Why your leadership team has an enlightened view of change
“Purpose helps set long-term business strategy, creates a bigger competitive advantage and differentiation in the marketplace, inspires innovation, increases brand trust and loyalty, and ultimately, helps the company stand the test of time.”
You can accomplish that with a proven three-pronged content mix:
• Corporate Communications – Share news about overarching company priorities that are worthy of a press release.
• Executive Thought Leadership – Amplify your brand’s leading voices.
• Third-party Amplification – Pass on what third parties are saying about your company.