When you’re facing so much uncertainty, it might seem like the safest thing to do is to stay quiet. However, many companies are finding that stepping forward and talking openly with their employees and customers about their coronavirus response is a powerful way to stay connected, transparent, and supportive of each other.
If you are wondering how you can start a conversation with your online community, we wanted to offer some help and inspiration from the companies whose coronavirus-related posts have deeply resonated. To do that, we looked at LinkedIn data and found the top 5 posts that have received the most likes, shares, comments, and clicks in March 2020.
As you’ll see, they’re about how companies are contributing to relief efforts — from adapting snorkeling masks for ventilators to creating comics for kids in Wuhan, China.
While not all of us can help in the same ways, showcasing how we lean on our company values and support each other in times of crisis can be a powerful first step.
1. L’Oreal pivots to produce hand sanitizer in short supply
The coronavirus-related post with the most engagement comes from L’Oreal, which announced new processes to produce and freely distribute hand sanitizer to hospitals, pharmacies, care homes, and food stores.
If your company has pivoted in order to help relief efforts, don’t be shy about sharing with your community. Not only does it reflect well on your organization, but it could inspire other companies to do the same.
2. Energy company Reliance Industries sets up one of the first COVID-19 health centers in India
Reliance Industries, an international conglomerate based in India, shared how it partnered with local authorities to create a health center dedicated to coronavirus patients.
Public and private partnerships can be absolutely crucial at a time like this. Reaching out to see how you can help local authorities or essential businesses could make a huge difference.
3. Sporting goods retailer Decathlon addresses how its snorkeling masks are being adapted for makeshift ventilators
Amid shortages of ventilators in Italy, some quick-thinking engineers have figured out how snorkeling masks may be used to create makeshift ventilators that could save lives.
This post from the maker of the mask, French sporting goods retailer Decathlon, does warn that the masks aren’t meant for medical use. But the message, translated into English here, goes on to say the company is working closely with researchers to see if and how the masks could be safely adapted as ventilators.
It’s critical to put information about safety first, as Decathlon does here. After doing so, you can go on to say what your company is doing to help. By both warning consumers and committing to help relief efforts, the company shows it prioritizes what really matters.
4. LEGO employee quarantined in Wuhan creates comics for kids about not being afraid
In another post highlighting the handiwork of an employee, LEGO shares how an artist got stuck in Wuhan, China, while visiting family — and channeled that frustration to find a creative way to help. In amplifying the employee’s story, LEGO also shows how the company values creativity, adaptability, and passion.
Even in times of hardship — perhaps especially in times of hardship — it’s important to let your employees’ creativity shine. Even if you’re not in an “essential business,” your company can still find creative ways to give back.
5. GE Healthcare engineer makes a treacherous trip to help make ventilators
This post from GE Healthcare celebrates the heroic efforts of one of their employees who drove through a snowstorm to reach a plant producing ventilators. From the humanitarian work of the engineer going the extra mile to the cute dog picture, the message feels both inspirational and authentic.
It goes to show that the best employer branding comes from authentic stories. Highlight how your employees are working to help in this time of need.
These examples set a high bar, and not every company can set up a health center or help make ventilators. But even small gestures can make a difference, and companies shouldn’t hesitate to share how they’re supporting their employees and helping essential workers during these difficult times.
Analysis examined company posts on LinkedIn matching a series of keywords related to coronavirus in English and other languages. Engagement is measured as a combination of likes, comments, clicks, and shares. The posts highlighted here were all among the top ten posts receiving the most engagement as of March 31. Posts from LinkedIn and posts promoting other external assets were filtered out.
* Image credit The LEGO Group
Credit: Gregory Lewis