LinkedIn has become an essential tool for communications professionals. A recent study by Saper Vedere sheds light on the trends and good practices of communications directors (DirComs) on the platform. In this article, we analyse how DirComs use LinkedIn and which types of post are the most engaging, and we offer strategic recommendations for optimising their presence.
Profile of communications directors on LinkedIn
The study revealed three main profiles of DirComs on LinkedIn:
- The external ambassador: shares content originating from their company that highlights its achievements.
- The communications influencer: positions themselves as an expert in the field and shares analysis and sector trends.
- The internal ambassador: champions employees and showcases the company culture.
Most DirComs have a hybrid profile combining these three types of influence.
Types of post and engagement
An analysis of more than 6,700 posts by 129 DirComs from the CAC 40 and SBF 120 identified the best-performing content categories:
1. Company news (32.4% of posts)
- Content: official announcements, internal events, financial results.
- Engagement: much appreciated by employees and partners.
2. Institutional communications (12.2%)
- Content: strategic vision, stances on societal issues.
- Engagement: strong, especially when a personal reflection is added.
3. CSR and societal impact (7.3%)
- Content: environmental commitments, inclusion and diversity.
- Engagement: very positive, especially when concrete actions are highlighted.
4. Human resources and recruitment (6.2%)
- Content: job offers, spotlighting employees.
- Engagement: much appreciated by the internal audience.
5. Personal posts (1.6%)
- Content: personal reflections, professional experiences.
- Engagement: very high but under-used.
Optimisation strategies for greater visibility
1. Define a clear editorial line
- Alternate content between corporate news, CSR commitments and personal reflections.
- Adopt a storytelling approach to capture attention.
2. Value people and interaction
- Highlight employees and their successes.
- Interact with your network through comments and strategic shares.
3. Post regularly and at the right time
- The best performance is seen on Tuesdays and Thursdays between 8am and 10am.
- Avoid posts that add no value or are too frequent.
4. Make the most of events and networking
- Share exclusive insights on sector events.
- Use LinkedIn as a networking lever beyond the internal circle.
5. Favour engaging formats
- Add images, infographics and videos.
- Include calls to action to encourage engagement.
Conclusion
Communications directors' use of LinkedIn is not limited to relaying company news. To maximise their influence, DirComs need a hybrid strategy combining institutional sharing, societal engagement and personal content. An authentic, interactive approach is the key to standing out on the platform.