B2B Social Identity

Working for a parent company that specializes in services separate to their subsidiaries, while maintaining an overall cohesive identity is no simple task. The parent company in question that I worked with to make this happen was ESI Technologies.

The Organization:

ESI is a leading Canadian born and bred IT consulting firm specializing in digital infrastructure, professional and managed services and IT solutions. I worked to help them gain over 1000 LinkedIn followers in my time in the role creating consistent, and high quality content (1 to 2 posts per week) and engaging with other brands and the LinkedIn community. At the same time, I also managed the accounts of their subsidiaries Virtual Guardian (specializing in cybersecurity) and Solsys (and API consulting company ESI had recently acquired).

Style:

Between ESI and Virtual Guardian, the proximity of offerings and how those intertwine in the customer journey directly correlate with the similarities in image style, brand colours and voice. These brands focus on a professional tone with thought leadership info to share with the audience and build a status within our viewership base as knowledgeable experts in our field. Below are a couple samples of graphic bases posts I've created for these accounts:

The subsidiary company Solsys, has a slightly more unique brand identity with different brand colours and a 2D image style. While maintaining a similar professionalism in the tone of voice, there is slightly more technical information incorporated into each post to target a more engineering focused audience.

In addition to graphic based posts I also included a variety of mediums including video, blog links, text based and photographs from events our teams attended, all of which follow the tone from the posts above. If you are interested in checking out their current profiles you can see up-to-date content via the links below:

ESI Technologies: https://www.linkedin.com/company/esi-technologies

Virtual Guardian: https://www.linkedin.com/company/virtualguardianinc

Solsys: https://www.linkedin.com/company/solsys-corporation/

Research and Validation:

Throughout my time as the administrator of these accounts I kept weekly reports on impressions, click rates and engagement data on each post to help determine the highest performing content and influence the future content I created. In addition to these metrics, I also ran internal surveys and outreach to our teams to ensure the content aligned with sales strategies and captured photos from any events that the team attended even when I was not present. These combined efforts helped to maintain continuous growth throughout my time running each account.