Aligning Marketing and People Ops with a LinkedIn Analytics Dashboard

To support a hiring spree, the People Operations team at a B2B music marketing platform wanted an active LinkedIn presence with engaging content that showcased a positive and productive company culture. My responsibilities: develop content, build a dashboard, and report on content metrics.

The Goals:

• Create a social media dashboard to track and measure LinkedIn page metrics and careers page traffic.

• Find out what kind of content performs best on LinkedIn.

The Approach:

• Determine key metrics to evaluate content.

• Use Supermetrics connectors to funnel LinkedIn data into Google Data Studio without engineer support.

• Build a simple, easy-to-read dashboard for all stakeholders.

• Review content and LinkedIn performance in weekly meetings with People Ops.

The Results:

• Marketing and People Ops were able to monitor KPIs, set accurate social media goals based on historical data, and track progress toward them.

• Developed content guidelines for LinkedIn: posts that include people, celebrations of employees, and company recognition (for example, being named a top workplace in Montreal).

• Scaled content production from occasional, monthly posts to four posts per week using design templates.