LinkedIn senior manager of content marketing Sean Callahan said in a blog post, “Ogilvy is a prime example of an organization that has made efficient and effective use of its LinkedIn page—which is a free way for an organization to share content and build followers on LinkedIn. Any organization can create a LinkedIn page. Content shared on LinkedIn pages appears in the LinkedIn feed of whoever follows the page. When used skillfully, as Ogilvy has done, pages can amass large, relevant followings and become conduits for organizations to share content with their target audience—which can include potential hires, prospects, customers and partners.”
Ogilvy worldwide social media manager and community growth strategist John Vetrano explained in the LinkedIn blog post why his company puts an emphasis on its page on the professional network: “First, by spotlighting the incredible and diverse talent of our employees, we attract future talent and bolster our reputation as an employer of choice for all. Second, LinkedIn is a perfect platform to meet both current and prospective clients where they are. With our LinkedIn page, we’re able to showcase our creativity and strategic expertise to drive increased consideration by key decision makers.”
Ogilvy regularly shares content to its LinkedIn page based on six pillars: creative work, events, news, talent, thought leadership and webinars.
Vetrano wrote, “We’ll look at CTR (click-through rates) and download rates if the content is meant to drive traffic to a recent white paper. On the other hand, when we post a quote from our founder, David Ogilvy, we’ll look at shares and engagement metrics.”
He concluded, “Reaching the 1 million milestone is a validation of all the hard work that our team has put in over the years. It’s a testament to the incredible minds and creative genius of our amazing colleagues, and it’s a tribute to Ogilvy’s rich heritage of excellence dating back to 1948. I think David Ogilvy would have loved LinkedIn. He understood the power of word-of-mouth and personal connections in building brands, including that of his own agency, having once said, ‘If we treat our employees well, they will speak well of Ogilvy & Mather to friends.’ Assuming that each employee has 100 friends, 250,000 people now have friends who work for Ogilvy & Mather. Among them are present and prospective clients.”