In this episode of Your Digital Reputation, host Roger Christie interviews Glenn Patterson, the CEO of City of Casey; a local council in the state of Victoria with almost 400,000 residents, making it the state’s largest municipality.
In this conversation, Roger and Glenn dive under the hood of the work City of Casey’s leadership team have been doing on social media, explore why he felt LinkedIn was a logical choice, and hear more about what the team’s experiences have been since taking that more proactive approach online.
Glenn’s story is a culmination of all the things shared and learned through this fourth season of the Your Digital Reputation podcast. So, let’s dive in!
LinkedIn as a channel brings significant benefits for leaders and organisations alike. This Your Digital Reputation conversation highlights the importance of taking a serious and integrated approach to utilising the platform. Roger and Glenn shed light on the value of LinkedIn as a tool for communication, networking, and brand building.
One of the key points made is the need for leaders to treat and respect the LinkedIn channel seriously. It is emphasised that a coordinated and programmatic approach is necessary to fully leverage the platform’s potential. This means having a consistent and clear message, as well as actively engaging with the audience.
Glenn’s origin story and personal journey on LinkedIn further illustrate these benefits. He initially questioned its purpose but recognised the need to control the narrative and communicate directly with people in his sector. As he and the City of Casey leadership team started using LinkedIn, they found that their stories were resonating with people, further reinforcing the importance of investing in the platform strategically.
The decision to expand the use of LinkedIn within the organisation was driven by the shift from traditional media to digital platforms for marketing and communication. LinkedIn stood out as a prime candidate due to its growing momentum particularly among professionals in the recruitment space. By coordinating efforts and having a consistent message, the organisation could reach a wider audience and achieve greater clarity across their communication.
Glenn also shared his reflections on the value of LinkedIn in telling the organisation’s story effectively. By utilising the platform, the City of Casey is able to share its purpose, achievements, and initiatives with the wider Casey community. This increased awareness and engagement both internally and externally.
Glenn believes the reach and leverage achievable through LinkedIn to be significant, especially considering the relatively modest investment required, with many other authorities and councils have yet to take advantage of this opportunity.
In conclusion, this conversation underscores the significant benefits that the LinkedIn channel brings to both leaders and organisations. It allows leaders to establish and maintain a strong digital reputation, connect and network with other professionals, reach and reinforce corporate goals, and have multiple voices from within the organisation active online. By utilising LinkedIn effectively, leaders can enhance their professional image, expand their network, and contribute to the success of their team.
Follow Glenn Patterson on LinkedIn: linkedin.com/in/pattersonglenn
Feel free to drop Roger Christie a note with any thoughts from this conversation. If you want more on all things digital reputation, be sure to subscribe below to the Your Digital Reputation newsletter. Join hundreds of subscribers from around the world already signed up!
