200K followers. 3.2M organic views. 40 to 60 percent MoM.
- Client
- Masai School
- Role
- Social Strategy Lead
- Timeline
- 2024 to Present
- Market
- India, Edtech, B2B Hiring
Followers
200K
from 50K
Organic views
3.2M
across IPs
MoM growth
40-60%
peak campaigns
Per alumni story
100K
organic reach
Brief
Make LinkedIn a primary employer-branding and demand channel.
Friction
Underused next to Instagram, with uneven engagement and no recurring series.
Outcome
200K followers, 3.2M organic views, and alumni stories reaching 100K on their own.
How it was actually built.
- 01Four IPs, four audiences
- 02Copy as the engine
- 03Community distribution
01
Four IPs, four audiences
Four recurring series, each aimed at one audience.
- Legacy Club: alumni at top companies, hiring proof for recruiters
- EmpowerHER: women-in-tech storytelling for acquisition
- Alumni POV: first-person career arcs with outcomes named
- Year in Review: brand momentum as one shareable artefact
02
Copy as the engine
Hook, one line on what is at stake, the story, the takeaway. A recruiter or learner can scan it in four seconds. The post formats that rank change; the structure does not.
03
Community distribution
Featured alumni were told on day one and reshared, so every post got a second wave of reach. That is employee advocacy with alumni instead of staff.
Shipped
- IP playbooks with editorial briefs
- Alumni storytelling pipeline and tagging
- Weekly calendar with hook variants
- Impressions and recruiter-search dashboard
Stack
- LinkedIn Analytics
- Shield
- Notion
- Figma
Competencies
- Copywriting
- Employer Brand
- Owned IP
- Analytics
Takeaway
Posts naming a real alumnus and employer outperformed everything else. Alumni reshares did the distribution.
More work
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