Swiss private bank — LinkedIn tone reset

Context

A private bank's LinkedIn presence had drifted into press-release reposting. The board wanted the channel to read as the firm's voice, not its press office.

Brief

Rewrite the operating cadence of the LinkedIn page from quarterly bursts to a sustained weekly rhythm. Match the tone of the firm's annual letter, not its press releases. Numbers and substance over photographs of receptions.

Approach

1. 01Audited eighteen months of prior posts and the firm's annual reports.
2. 02Defined a four-format cadence: market read, investment thesis, internal voice, and recruitment.
3. 03Trained two internal communications staff on the standard.
4. 04Operated the channel for six months, then handed back with a maintenance retainer.