Video content has the ability to bring your company to life in ways that the written word simply can't achieve.
They serve as powerful marketing tools that make it easy for your company to tell more interesting, effective stories and actually get your message heard.
Perhaps most importantly, video content has the ability to humanize your brand. By putting faces to names, you are lowering the barrier between you and the viewer and increasing the likelihood that they will begin to invest their trust in your product or service.
Establishing this type of trust is critical if you wish to convert strangers into customers.
Check out how HubSpot used video content on their careers page to highlight their company culture and humanize their brand:
4 - Ask Questions
What many people tend to forget is that although LinkedIn is a professional network, it's also a social one.
By asking questions you have the ability to initiate interesting conversations that can then be used to inspire future content, uncover customer pain points, turn up new resources, or create and strengthen relationships.
A great way to establish a community around your company is to encourage your team to engage and interact with your content.
If everyone in your company is sharing your posts and updates, you're then leveraging their networks as well are your own to transcend your message.
As a word of advice, be sure that all of your team members profiles are professional and up-to-date before you have them start sharing your posts. This means professional profile photos, current bios and job descriptions, and well-endorsed skill sets.