How Global B2B Brands Balance Company Pages, Paid, Organic and Employee Advocacy

How do global B2B brands balance LinkedIn Company Pages, paid social, organic content and employee advocacy? In this episode of Social Media for B2B Growth, Michelle J Raymond speaks with Molly Hopkins, Associate Director of Social Media at CBRE, about what it takes to manage LinkedIn strategy inside a large global B2B organisation. Molly shares practical lessons on treating social media as an ecosystem, supporting executives and employees, managing multiple Company Pages, and deciding when content belongs on the brand Page versus a personal profile. Key moments in this episode: 00:00 – Introduction 01:45 – What a global B2B social media role really involves 04:45 – Why clear processes matter for social media teams 06:55 – How paid, organic, executive and employee content work together 09:35 – A practical tiered approach to employee advocacy 13:20 – Why you can’t force employees to post on LinkedIn 18:25 – Why LinkedIn Company Pages are not dying 21:35 – Managing 150+ LinkedIn Company Pages globally 23:35 – Why personal profiles can drive more clicks than Company Pages ABOUT MICHELLE J RAYMOND Michelle J Raymond is a globally recognised LinkedIn Company Page strategist, trainer, speaker and founder of B2B Growth Co. She helps B2B organisations use LinkedIn Company Pages, employee advocacy and social selling to build trust, visibility and business growth. CONNECT WITH MICHELLE LinkedIn: https://www.linkedin.com/in/michellejraymond/ Website: https://b2bgrowthco.com/ Subscribe to my newsletter: https://b2bgrowthco.com/newsletter/ CONNECT WITH MOLLY HOPKINS LinkedIn: https://www.linkedin.com/in/molly-hopkins/ LinkedIn CBRE Company Page: https://www.linkedin.com/company/cbre/