You’ve been asking me for these for a long time, so here you go! But keep in mind that positive examples of proactive LinkedIn advocacy from your CEO, Head of HR, CSO, and CMO will do more than any words on a page.

Communication Guidelines

1. Each employee is responsible for their private profile and what they communicate about themselves and the company. An employee’s private profile belongs to them, regardless of the company’s investment in its visibility.

2. Employees are expected to update their LinkedIn profiles so that they accurately reflect their current roles within the company.

3. Active publishing by employees regarding company-related and non-related matters is highly encouraged and considered beneficial, provided the content does not disclose confidential information or violate the company’s Tone of Voice. Engagement with company pages and other employee profiles is also highly appreciated, provided it does not share sensitive information or violate the Tone of Voice.

4. When using LinkedIn, keep in mind that your opinions on social and political matters might be conflated with the company’s stance. Try to avoid these conflicts or consult with us beforehand, so we can work together to establish a clear boundary between your personal views and the company’s values.

5. As with any other activity, respect copyright, LinkedIn’s terms and conditions, and legal boundaries, and remain polite.

Our company deeply appreciates your representation on LinkedIn and is excited about your initiative. The purpose of these guidelines is to clarify our policy on employee advocacy and encourage your activity. If you have any doubts about your content or a specific situation, please feel free to reach out to (Add appropriate person/title here). However, there is no need to consult us about your LinkedIn activity if you are confident it aligns with these guidelines.

Tone of Voice

1. We strongly believe in using simple, human language: the same way you speak with clients and colleagues in real life. There is no need to adopt a rigid, corporate tone on social media.

2. We respect each employee’s individuality and don’t expect everyone to communicate in the same manner. In fact, we believe this diversity in communication styles benefits our overall image.

3. As a company, our core values are (Please add values here), and we deeply appreciate your active support of them.

4. No one is perfect, and it is impossible to please everyone. It is completely normal for some of your posts to receive some negative comments. We recommend respecting other peoples opinions, correcting own mistakes and avoiding excessive engagement with provocative remarks - don't feed the trolls.

Publication Best Practices

• Keep your connections relevant: Connect mostly with people who would be interested in your content, and proactively send up to 100 connection requests to relevant counterparts weekly.

• Due to the specifics of the LinkedIn algorithm, reposting or sharing URLs is unlikely to increase your visibility.

• Mind LinkedIn’s restrictions: In some cases, the network might suspect you of using automation or spam methods. While improbable, if you receive a warning or feedback from the platform, pay close attention and respect it.

• Structure your text: The most successful posts generally contain 10 to 20 lines of well-structured text, with minimal emojis, few or no hashtags, and occasional tags.

• Use authentic visuals: Successful posts are often accompanied by authentic pictures rather than highly polished, professional ones. AI-generated illustrations can often harm your authenticity.

• Publish consistently: Only a few posts go viral, and it is impossible to predict which ones they will be. Aiming to publish just 2 to 4 “perfect” posts a year and staying silent in between is an unrealistic strategy. Users who get the most visibility on LinkedIn tend to publish weekly, or sometimes even daily.

• Repurpose your content: Don’t be afraid to revisit topics you’ve already discussed. Not all your followers saw the original post, not everyone paid attention, and definitely not everyone remembers it. When repeating a topic, try to find a fresh angle and use a different image.

• Mix up your formats: Publishing text-only posts, as well as videos and polls, is perfectly fine and effective.

• Use newsletters: Publishing articles via a LinkedIn Newsletter is highly efficient, as this content is distributed through notifications to your subscribers. About half of your subscribers will also receive it directly in their email inboxes.