Case study · LinkedIn training
Bango’s marketing team had the company LinkedIn page covered. What it wanted was for staff across the business to tune up their own profiles and build their own influence. Before we wrote a slide, 53 of them told us what was holding them back.
- 53 staff surveyed before training
- 62% weren’t sure what to post
- 51% not comfortable with analytics
- 2 sessions, split by level
- Client Bango
- Sector Technology, payments
- Training LinkedIn for individuals and for marketers
- When February to March 2024
- Audience Wider team and the marketing team
- Format Two sessions of up to three hours, on Teams
What did Bango need?
Bango works with some of the biggest names in tech. LinkedIn is its key channel, and while marketing ran the company page, staff needed to “‘tune up’ how they use the platform and build their own influence and online profile.”
- Business objective: extend Bango’s reach on LinkedIn through its own people.
- Training objective: give staff the confidence and ideas to post, and give the marketing team advanced skills to grow the company page.
What was the insight?
Most staff weren’t beginners. 64% rated their LinkedIn knowledge as intermediate. But 38% posted less than once a month, and the biggest barrier by far was “not sure what to post”, chosen by 62%. Half weren’t comfortable using LinkedIn analytics, and 44% had never joined a LinkedIn group.
So the training focused less on buttons and more on ideas: what to share, how to plan it, and how to tell if it’s working.
What did the training cover?
- A pre-training survey. 53 staff answered questions on seniority, confidence, habits and barriers.
- Session 1 for the wider team. Profile polish, content types, building a network, content ideas, how to support Bango, dos and don’ts, and measuring success.
- Session 2 for the marketing team. A strategy on a page, the algorithm explained, engagement tactics, groups, prospecting, content planning and goal setting.
- Built to share. About 70% shared content and 30% tailored to each group, with workshops in both and slides to keep afterwards.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Inputs | Pre-training survey responses | 53 | Pre-training survey, February 2024 |
| Inputs | Staff unsure what to post | 62% | Pre-training survey |
| Inputs | Staff posting less than monthly | 38% | Pre-training survey |
| Outputs | Sessions delivered | 2 x up to 3 hours, tailored by level | Training contract and decks |
| Outputs | Courses created | LinkedIn for individuals, LinkedIn for marketing teams | Training decks |
What did Bango get from it?
Training built around its own people’s answers rather than a generic course, with the content gap tackled head on and a separate, deeper session for the team running the company page.
What did we learn?
- Ask first. The survey showed confidence wasn’t the issue. Ideas were.
- Two levels work. Splitting the marketing team from the wider business kept both sessions relevant.
- What we would do differently. Re-run the same survey three months later, so the drop in “not sure what to post” can be measured.
Want your team posting with confidence on LinkedIn? Talk to us about LinkedIn training.
