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

Initial situation

Matching the communication of active competitors

Koenig & Bauer Banknote Solutions est le leader mondial de l’impression de billets de banque. Des machines d’impression, au design de billet, en passant par les éléments de sécurité, la communication de l’entreprise doit être irréprochable. Mais voilà, la firme n’avait jamais communiqué publiquement en raison de la nature extrêmement confidentielle de ses activités (comment être pertinent sans trop en divulguer?) En plus de ça, quelques concurrents ont pris le train de la communication LinkedIn avant eux. La volonté d’améliorer leur réputation digitale et l’avance de la concurrence les ont poussés à franchir le pas. Objectifs de Koenig & Bauer Banknote Solutions :

average impressions per year

+ 0

page visits in one year

+ 0 %

new followers per year

+ 0

In the heat of action

Maintaining a leadership reputation by launching on LinkedIn

Se lancer n’est pas un obstacle. En effet, Koenig & Bauer Banknote Solutions possède des ressources internes pour prendre en charge la création de contenu. L’enjeu est plutôt stratégique. Il réside dans l’alignement des messages avec la vision de l’entreprise et la différenciation avec la concurrence. Il s’agit également de trouver le juste équilibre entre accessibilité des informations et confidentialité. Notre recommandation : bâtir une stratégie globale tenant compte des pratiques concurrentielles et des éléments devant rester secrets. Comment avons-nous aidé Koenig & Bauer Banknote Solutions à se démarquer ?

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."