LinkedIn has long been more than a network for jobs and press releases.

And yet many companies still treat the platform exactly that way.

We are pleased to announce.

We are proud of.

We congratulate our team.

All correct.

And all rather boring.

Meanwhile, LinkedIn has become one of the few platforms where people are actually willing to engage with more complex topics. With knowledge, stance and stories.

The problem for many companies is therefore not that they post too little.

It is that they have too little to say.

Or rather: that they say too little of what people are actually interested in.

A company’s most interesting stories rarely sit in the press release.

They emerge in development. In decisions. In mistakes. With people who can do something.

LinkedIn is becoming more and more personal.

The brand is not speaking.

People are speaking about what they know.

And that is exactly why a company may not need an editorial calendar with 47 content pillars for LinkedIn.

But people with something to say.

#frischebrise|