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Sharing festive cheer – are holiday messages valuable LinkedIn content?

“It’s the most wonderful time of the year…” and whether you’re physically out and about or digitally browsing / viewing, there is no getting away from the fact the festive season is approaching.

While the kids are writing their Santa letters, we are busy writing company social media content, and at this time of year we are often asked:

“Should we post a holiday message on LinkedIn?”

“Do people like Christmas card style posts?”

“Is it culturally acceptable to post Christmas content?”

holiday messages on LinkedIn

What’s the answer?

  • Does it align with your brand values:

Never produce content for the sake of it. Consider how holiday messaging aligns with your brand values. If the festive season resonates with your company culture, go ahead, spread the joy. However, if it feels forced or inconsistent with your brand, it might be worth exploring alternative ways to engage your audience. Perhaps an end of year summary or 2024 outlook piece would work better. Giving calendar appropriate content, but from a different perspective.

  • Acknowledge diversity:

Many of our clients have an international focus and a customer base in regions which don’t share the same seasonal traditions. If you have a global audience, be mindful of cultural differences, but don’t automatically omit holiday post content, particularly if you’re from a country which does celebrate the holiday. Instead, consider creating content that focuses on universal themes like gratitude and reflection, rather than being overly focused on the big guy in a red suit. This inclusivity demonstrates an understanding and respect for your diverse audience, while enabling you to acknowledge your own traditions too.

  • Consider your terminology

 Be mindful of the language you use in your holiday messages. Consider the diversity of your audience and opt for inclusive terms like «Happy Holidays» or «Season’s Greetings» to encompass various celebrations, rather than “Merry Christmas”. This can help your message speak to a broader audience. Also consider this from a visual, as well as verbal perspective and if relevant, select, or create images that are less aligned with a particular cultural reference… we are thinking of the big guy again!

  • Know your audience:

Consider who your audience is and what resonates with them. If your B2B clientele appreciates a more formal tone, ensure your holiday messages reflect that professionalism. On the other hand, if your audience engages well with a more relaxed approach, feel free to inject humour and warmth into your seasonal content. Also consider whether you are communicating for your clients, or if this content is more about employee engagement. Tailoring your messages to suit the preferences and expectations of your specific audience ensures that your holiday communication hits the right note.

  • Show your personality:

If you do want to embrace the festive spirit, then it’s a great time to infuse personality into your posts. Share behind-the-scenes glimpses of your team decorating the office tree or remotely celebrating. People connect with people, and the festive season is all about connecting and celebrating. So don’t shy away from letting your human side shine through and demonstrating your company culture by showing off your personality.

  • Balance is key:

Maintain a balance between festive content and your regular industry-related posts. If you do want to join in the holiday cheer, then maintaining a mix of content keeps your audience engaged without overwhelming them. Of course, Christmas countdown style campaigns can be fantastic ongoing content in December, but ensure the message is one that can last the duration and keep resonating, rather than boring your audience and turning them into the Grinch.

  • Spread goodwill:

Whether you align it with a wider holiday message or not, the end of the year marks is an annual milestone and opportunity to express gratitude for the last 12 months. So, thank your clients, partners, team, and followers for their support throughout the year. Authentic appreciation goes a long way and sets a positive tone for the upcoming year. Remember, there’s no one-size-fits-all approach. Your holiday communication should be an extension of your brand identity. So, take a moment to reflect on what feels right for your business, and have fun spreading the festive cheer… if you choose to do so!

Crafting effective ESG messaging for the energy sector

In recent years, Environmental, Social, and Governance (ESG) factors have gained significant importance across all industries. As the world grapples with the challenges posed by climate change, there is increasing demand from consumers, investors, and wider stakeholders for sustainable practices and transparency. The Energy Industry in particular faces scrutiny and often backlash in this area, which only makes the need to communicate positive change stronger.

In this blog post, we will explore the significance of ESG messaging in the energy sector and discuss strategies for crafting impactful messages that drive positive change and foster sustainable transformation.

What is ESG in simple terms?

ESG stands for Environmental, Social, and Governance. It is a framework to evaluate a company’s or investment’s sustainability and ethical impact.

  • E: The «Environmental» aspect focuses on how a company’s activities impact the planet, such as carbon emissions, waste management, and resource usage.
  • S: The «Social» aspect assesses the company’s impact on society, including its treatment of employees, community relations, and diversity policies.
  • G: The «Governance» aspect evaluates the company’s leadership, transparency, and adherence to ethical practices.

ESG factors help investors and stakeholders understand a company’s overall impact beyond financial performance to promote sustainable and responsible business practices.

tailor impactful ESG messages

Understanding the power of ESG Messaging:

By effectively conveying their ESG initiatives, organizations can build trust, enhance their reputation, attract investors, and gain a competitive edge. But before you can begin to craft compelling messages, you must ensure that the organisation is doing ESG activity or has a strategy to address it. With ESG initiatives in place you can then communicate it in the best way. Here are some key aspects to consider:

Aligning with Stakeholder expectations:

Successful ESG messaging begins with understanding the expectations of various stakeholders. Conduct research to identify the specific ESG issues that matter most to your target audience. Engage with customers, investors, employees, and communities to understand their concerns and aspirations. You can create a stronger connection and foster a shared purpose by aligning your messaging with their values and ultimately use their insight to ensure the overall initiatives are inline.

Authenticity and transparency:

Authenticity is paramount when it comes to ESG messaging. Stakeholders are increasingly adept at spotting greenwashing or insincere efforts. Organizations must demonstrate a genuine commitment to sustainability and transparency to build trust. Communicate your goals, progress, and challenges. Embrace transparency by disclosing relevant data, performance metrics, and third-party verifications. Engage in open dialogue with stakeholders to address concerns and showcase a willingness to improve. Everyone is on an improvement journey in relation to ESG and it’s best to communicate the journey, even if you haven’t reached the end goal.

Highlighting impactful initiatives:

Showcase your efforts in renewable energy generation, energy efficiency, emissions reduction, and resource conservation. Highlight social impact initiatives like community engagement, diversity and inclusion programs, and employee well-being. Illustrate how good governance practices, ethical behaviour, and responsible leadership are embedded in your organization’s DNA.

Tailoring the message:

Like all aspects of eeffective communication, ESG messaging needs to be adapted to suit different communication channels and target audiences. Utilize a multi-channel approach, leveraging social media, corporate websites, sustainability reports, and press releases. Tailor your messaging to resonate with diverse stakeholders, using language and narratives that align with their interests and values. Use compelling stories, visuals, and case studies to illustrate the tangible impact of your sustainability initiatives.

Collaborating for greater impact:

ESG challenges are complex and require collaboration between energy companies, and other industry stakeholders. Emphasize your partnerships and collaborations to showcase your commitment to driving collective action.

Overall

Crafting effective ESG messaging in the energy sector is not just about public relations; it is a vital pathway to drive sustainable transformation. By aligning with stakeholder expectations, embracing authenticity and transparency and tailoring messages, energy sector organisations can convey their commitment to sustainability and build a better future.

At Project Neon, we understand the importance of crafting effective ESG messaging that aligns with a company’s mission, values, and ESG goals. We specialize in helping companies develop and refine their sustainability narratives, ensuring they resonate with stakeholders and drive positive change.