B2B LinkedIn Strategy
Case Study: Growing an Impactful Social Presence for CorVel Corporation
My Role: Content Marketing Manager
The Challenge
CorVel had strong expertise and insights within the organization but needed a more consistent and intentional way to share that perspective publicly. The goal was to transform LinkedIn from a basic company update channel into a platform for industry thought leadership, brand awareness, employee engagement, and ultimately to reach the right audience in the workers' compensation space.
The Approach
I built and managed a full LinkedIn strategy from the ground up, focusing on consistent daily posting, a varied content mix, and paid advertising to extend targeted reach. I also launched an employee advocacy program to amplify CorVel's reach through its own people and establish internal thought leaders—a strategy that consistently drives higher engagement than brand posts alone. I managed all posts and analytics through Sprout Social, creating custom reports to present year-over-year performance updates to executive leadership.
The Work
Full LinkedIn content strategy and daily execution
Content mix including articles, short-form posts, industry insights, company updates, and video
Paid LinkedIn advertising including CRM-matched audience targeting to support sales outreach
Employee advocacy program launch and management
LinkedIn training for hundreds of sales and account management team members
Executive-level reporting and performance presentations
The Impact
The program significantly expanded CorVel's social presence and strengthened its industry visibility. Through consistent publishing, strategic targeting, and employee participation, LinkedIn became a key platform for thought leadership and brand awareness in the workers' compensation space.
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