How to launch your company LinkedIn page and surpass well-established competitors ?

Initial situation

Matching the communication of active competitors

Koenig & Bauer Banknote Solutions is the global leader in banknote printing. From printing machines to banknote design and security features, the company’s communication must be impeccable. And yet, due to the highly confidential nature of its activities, it had never communicated publicly before. The question was: how to be relevant without revealing too much? Adding to the challenge, several competitors had already embraced LinkedIn communication. The company’s desire to enhance its digital reputation—and its competitors’ head start—prompted them to take the leap. Koenig & Bauer Banknote solutions’ objectives :

average impressions per year

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page visits in one year

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In the heat of action

Maintaining a leadership reputation by launching on LinkedIn

Getting started was not the obstacle. Koenig & Bauer Banknote Solutions already had internal resources for content creation. The real challenge was strategic: aligning messages with the company’s vision and standing out from the competition. It was also about striking the right balance between accessibility and confidentiality. Our recommendation: build a comprehensive strategy that accounts for competitive practices while safeguarding sensitive information. How did we help Koenig & Bauer Banknote Solutions stand out ?

Creating a communication strategy combining LinkedIn and public relations

Based on an in-depth analysis of their goals and ecosystem, we developed a comprehensive corporate LinkedIn strategy . This reference document included a competitive analysis, objectives, key audiences, and content themes. We also incorporated a media relations plan to support visibility for the company’s major changes. This approach generated online media coverage and reinforced their digital reputation.

Bringing the company page to life with targeted campaigns

Every month, our team provided the company with full support: editorial calendar creation, post writing, visuals, performance analysis, and follow-up meetings with the communication lead.

We also ran organic communication campaigns. For instance, the creation of video capsules inspired by blind test to explain how printing machine work, the creation of carousels introducing different roles in the industry or even a series of posts spanning several weeks to cover a major event.

Analyzing performance and optimizing the corporate strategy

To stay aligned with the company’s evolving strategy, the corporate communication plan was reviewed annually. This allowed for updated goals and the identification of new campaigns.

Key figures:

More than 200 000 average impressions per year
An increase of 150% in page visits in one year
More than 1 500 new followers per year

Impact

Higher engagement than competitors thanks to quality communication

Although Koenig & Bauer Banknote Solutions was slightly late in adopting LinkedIn, it quickly established itself in the competitive landscape. Its engagement rate and engagement per follower significantly outperformed other players in the sector—proof of outstanding communication quality.

With a tailored strategy and consistent support for their company page, they built a strong community of enthusiasts. Communication became a strategic pillar, which led to the renewal of our collaboration year after year. Mission accomplished!

LinkedIn page visits

Thoughts

Vanessa shares her experience

"We turned to Ricochets to structure and grow our LinkedIn strategy, and the results far exceeded our expectations. From the very beginning, Robin and his team understood our challenges, positioning, and ambitions. Their approach—both strategic and human—enabled us to build a strong, coherent, and engaging presence on LinkedIn. Thanks to their support, we not only gained visibility but also generated genuine interest in our activities and strengthened our reputation with a wide audience. Ricochets guided us with professionalism, responsiveness, and creativity throughout our excellent collaboration."

"Not a day goes by without someone talking to me about my activities on LinkedIn. We have a recruitment in progress in which 2 of the 3 candidates selected for the final interview found the advert via our LinkedIn activity."

"We were able to highlight the Service de l'eau by sharing thoughts and projects, showcasing the richness of internal activities and skills. We demonstrated to external stakeholders and other departments of the Lausanne City that the public service can be efficient and innovative."

"I have noticed that people have a genuine interest in following what we do. I have been able to expand my professional network, which facilitated recruitment. Publishing on LinkedIn is a whole profession, but when done correctly, it opens doors and unimaginable opportunities."