LinkedIn Life: Social Strategy

From employees to llamas, we’re bringing LinkedIn to life on social

average engagement rate on LinkedIn
average engagement rate on Instagram
follower increase on LinkedIn
impressions in 2023


LinkedIn wanted to attract new employees and retain and engage current employees with the culture, perks and working environment of the company.

To support this, Brands2Life were tasked with developing a social strategy, that could be implemented across LinkedIn and Instagram, that would later turn into a core programme of content creation and channel management.


Our approach started with a full content audit and social listening analysis to support the development and execution of a social media strategy to position LinkedIn Life to its primary audiences.

With the insight that employees were highly engaged, already created social content and enjoyed engaging with colleagues’ content on the channels, we approached ongoing channel management and content creation as a way of amplifying voices of the LinkedIn workforce, with UGC at the centre. From wellbeing days, to introducing the LinkedIn llama mascot, to some tongue in cheek “day in the life” content, employees have bought their unique voices to the channels.

This strategy has LinkedIn employees truly engaged, ready and waiting to see which of their colleagues is next to appear on the channels.


Putting LinkedIn employees front and centre has had a dramatic impact on our results. With a 260% follower uplift on LinkedIn since the start of our relationship in June 2022. Engagement rates have also dramatically increased by 3.55% between 2022 and 2023 on LinkedIn to an 8.44% average. We saw similar success on Instagram with a 1.26% increase, now reaching 5.32% in 2023.

All this success has allowed LinkedIn to maintain an engaged employee audience year-on-year.