Come Recommended has been working with an all-in-one HR platform since 2014. During that time, the Come Recommended team has helped them build up a contributed bylined article strategy, including securing a spot as as regular contributor to Entrepreneur.com. Starting in 2016, the team began publishing LinkedIn articles as part of a complementary strategy. This approach resonated with the client’s audience and resulted in more shares and comments.
in Social Shares
As a company devoted to the problems of the HR department, posts on LinkedIn weren’t connecting with their niche audience. HR topics can be complex, and let’s face it, not the most interesting — topics like overtime rules and benefits administration aren’t exactly sexy.
How We Went About It
Start with research
The Come Recommended team went into the weeds of HR legislation, HR tech, and other topics discussed in the industry. This wasn’t a typical Google search — this was a deep dive into legal issues, news, and the top concerns of HR professionals. This process was done on a weekly basis so the team was always informed and up-to-date about what HR leaders needed to know.
Focus on the audience
Come Recommended focused on what the audience wanted to read, learn, and talk about. The team didn’t look at overall industry trends, but instead the concerns of the audience. What timely issues mattered most to them? Starting with the audience in mind lead to pieces that connected with them more and fueled greater engagement.
Draft engaging posts
Using this knowledge, the team then proposed topic ideas to the client and, with their input and approval, researched and drafted the articles within the same week, making sure posts were always relevant.
Utilize expert insight
The Come Recommended team worked closely with the client to get their feedback and thoughts on content topics. The client works with HR professionals every day, so with their insight, Come Recommended was able to take the content a step further, connecting with the audience on a deeper level.
Using timely topics targeted to HR professionals boosted engagement on LinkedIn posts, driving increases in views, shares, and comments.
With the new strategy, posts received about 40 times the views, 20 times the shares, and 10 times the comments as they did before. The influx of comments in particular allowed the client to interact with their audience and engage in a discussion, positioning them as a true thought leader.
Timely posts were frequently featured on the LinkedIn Pulse homepage, garnering even greater exposure. The most popular article, which covered the topic of overtime rules, received more than 30,000 views and 108 comments.