“To establish a more interactive audience base on X, consider avoiding posts that reiterate information identically from LinkedIn. In April, ~75% of the posts on X shared the same information from LinkedIn and utilized the same formatting. For future posts, consider using X as a way to hone in on topics discussed on other platforms so that overlapping community members within the audience receive unique information. For example, if information and a resource are shared on LinkedIn, consider adjusting the post for X by highlighting specific elements within the resource in the copy and formatting with minimal text and a direct CTA to drive engagements.”

“The success of the Hiring Process post can be partly attributed to the clear, direct post copy and the inclusion of career-related resources. Career resources consistently perform well for the brand across platforms, particularly when featuring the POV of an employee or recruiter, as seen in other posts. Continue to use X as an opportunity to educate community members by sharing career guidance and resources. Given the brand’s background as an industry leader, this is an opportunity to create more value for the X audience and begin to grow increased engagement on the platform.”