How to build on a strong year — and lift the individual accounts
All three accounts are healthy or better — CIA averages ~9.3% (more than double the "strong" threshold), Scott rides the top of the 1–4% range, and Will sits comfortably inside it. The opportunity now is consistency, compounding, and lifting the individual accounts closer to the company account's reach.
What works across all three accounts, drawn from a year of results.
New hires, promotions, awards and personal stories consistently top the charts. Make people-first posts the backbone of the calendar, not the exception.
The franchise carousel hit 10% on tiny reach; image choice repeatedly drove impression spikes. Favor visual formats over plain text.
LinkedIn is now a top-5 cited source in AI search, driven by articles and newsletters. Publishing thought-leadership articles extends reach well beyond the feed.
A client touting CIA's expertise produced one of the year's best practice-area posts (17%). Pursue more client- and testimonial-driven content.
Front-load awards, milestones and big thought leadership into the fall and spring peaks; use the summer to experiment while competitors go quiet.
Roll out the planned producer workshop so more of the team posts and engages consistently within clear brand guidelines — multiplying the program's reach.
Will averages 2.3% — healthy, but trailing Scott's 3.2%. The gap isn't content quality; it's reach and rhythm. Here's how to close it.
The single biggest lever: Scott out-performs Will largely because he actively likes, comments on, and reposts content in his feed. Anna's #1 documented tip — a few minutes of daily engagement — directly lifts an account's own reach.
Like, comment, and repost in his feed each morning. Self-engagement is the clearest driver separating Scott's numbers from Will's. Costs ~10 minutes a day.
Will's best posts are personal: "18 Summers," Father's Day (10 comments), Top Workplaces (7%). Lean into first-person leadership stories tied to a business theme.
His birthday post spiked on impressions thanks to tagging. Strategically tag colleagues, clients and partners with their own wide audiences.
Image choice drove his highest-impression posts. Use a candid photo or carousel rather than plain text whenever possible.
Consistency compounds on LinkedIn. A reliable weekly rhythm — vs. sporadic posting — keeps the algorithm and audience warm.
As President, Will is ideally positioned for long-form thought leadership, which earns reach in both the feed and AI search.
Match content intensity to LinkedIn's yearly rhythm.
| Season | Pattern | What to do |
|---|---|---|
| Summer (Jul–Sep) | Platform-wide slump; lighter traffic | Stay visible while competitors go quiet. Test formats, reshare evergreen wins, keep cadence — don't go dark. |
| Fall (Sep–Nov) | Strongest window; conference season | Front-load awards, event recaps and flagship thought leadership. Push producer participation here. |
| New Year (Jan–Feb) | Quieter reset | Reflective and forward-looking content; client wins and goal-setting themes. Lower volume is normal. |
| Spring (Mar–May) | Strong run; awards & renewals | Awards, milestones, office news, renewals-season expertise. A natural second peak — invest accordingly. |