Uncubed Approved: Thinx’s LinkedIn
Very few companies make good use of their LinkedIn profiles for employer branding purposes.
The standard template is this: Post open positions, slap up a few impressive (but ultimately empty) awards that name you something like the Second Best Workplace for People Who Believe the Toilet Paper Should Roll Under, Not Over (in other words, animals) and occasionally link to an article praising your CEO.
Only, potential candidates don’t care about these things. Employer branding is meant to get people excited about the idea of working for your company, whether or not they’re looking for a job. Knowing about open positions is fine, but you won’t drum up interest to apply if you don’t show them what they’ll do at your company, how they’ll contribute to larger work.
In this edition of Uncubed Approved, we’ll look at the LinkedIn presence of Thinx, a company that makes menstruation and incontinence products. You’ve probably heard of their flagship release—period-proof underwear.
Baseline: Thinx has filled out all the must-haves of a strong employer LinkedIn profile. A beautiful header photo that shows off the product, their logo loud and proud, and a clear, one-line explainer about what they do. Plus, they’ve filled out all the info in their About tab and there are open positions posted in the Jobs tab.
The real hero of this show is their Posts feed.
To prove that it doesn’t take a wild amount of resources to maintain a strong employer presence on LinkedIn, we’ll look at the three things Thinx posts about: its marketing campaigns, its team members, and issues important to people who have periods.
You see what they’re doing here? Repurposing existing content. That’s all it takes. You can follow this three-lane approach too.
Marketing campaigns
One of their most recent posts is a quick snappy video showcasing Thinx’s #AbsorbsWorries campaign. (It’s worth the watch too.)
The message: Here’s how we represent ourselves out in the world, here’s what we believe in as a brand, here’s the kind of project you could work on.
Thinx team members
Thinx posts mini-profiles of new hires, like this one for their new VP of strategic communications and public affairs, Felicia Macdonald.
OK, this isn’t technically repurposed content, but it’s five sentences—you can do this.
The message: This is what our team looks like, this is who you could work with, this is how we value our people.
Issues important to people who have periods (or people who care about people who have periods)
Thinx CEO Maria Molland wrote an op-ed calling on congress to support childcare tax credits and paid leave legislation. There’s a PR move in here, for sure, but we love it nonetheless.
The message: We do more than make products for people who have periods, we push for equity and access for those people too.
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
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