An effective LinkedIn strategy? Apply the 3H model

In 2022, the online presence of companies is crucial for success. However, it is precisely the employees of a company who can provide extra online awareness. Employees are essential to the online strategy of companies. In this article, I dissect the 3H Model and apply it to create an effective LinkedIn strategy.

Hero, Hub and Hygiene: Three Essential Words for Companies’ LinkedIn Strategy. With this 3H model you lay the foundation for a success story on LinkedIn. Let me start by explaining what the 3H model is all about: The 3H model is a model created by Google several years ago. Originally, the model was designed for YouTubers, where it caused great success. It was soon discovered that you can also apply the model in other ways. In this article I apply the model to the LinkedIn platform.

The 3H model is a schematic pyramid, divided into the Hero, Hub and Hygiene layers. The word Hygiene provides the foundation of the pyramid. It is therefore important to have the foundation properly arranged before you work upwards as a company.


The Hygiene component is indispensable for a company if it wants to be seen by the outside world at all. This involves having an online presence. Think of a company page on LinkedIn that allows the visitor to collect quick and easy answers about the company. Some parts of this company page are extra important for the image that you want to project as a company.

The profile picture and header of a company page are the first meeting with the visitor. Just like on a first date, the first impression is the most important. This determines whether the visitor finds your company interesting or not. Provide a fresh look that makes it easier to convince the visitor of the added value of your company.

The biography of a company page creates a second impression. Make sure the text is short and catchy. You can enthuse the reader by briefly telling what the company does. A full essay makes it boring for the reader. Just like with the header, you want to leave a fresh impression.

linkedin header a biography


Hub is all about frequently recurring content on a company page, such as: introducing new colleagues, industry news, job openings, company and employee successes, blogs, podcasts, and so on.

Hub content is important for a company to generate interaction with the target group. For example, reputation management is an important term for this part. A company can influence its reputation with posts. For example, having a pleasant working atmosphere is something that companies like to show to the outside world. Think of posting messages on LinkedIn in which you put an employee in the spotlight or a message about a fantastic team outing. This content provides an interactive basis with the target group and its own employees.

KLM is a good example of a well-maintained business page. They regularly post beautiful photos to enthuse their target group. Customers get extra excited to take a new journey and potential employees are enchanted by how beautiful the work can be. You often also see smiling employees in the photo, with which KLM presents itself as a fun and fresh company with a good atmosphere.

linkedin-post KLM


In the original 3H model, the Hero part is seen as content where you invest a lot of money to go viral. On LinkedIn, for example, it is often the “heartwarming” messages that go viral. Think of a post from someone who, despite a pre-vocational secondary education advice at primary school, has fought himself up and has now been sent off to a university. The ‘achievement sharing’ phenomenon remains an important part of LinkedIn.

Going viral is an ultimatum and not necessarily a realistic expectation. Of course, there is also a luck factor involved. But how can a company use the Hero section on LinkedIn?

The principles of Hub and Hero are not that different from each other. Both parts revolve around frequent posting on LinkedIn. However, the sender of the mail differs. At Hero, employees share the content on their own initiative. This is also known as social posting.

In the online media landscape, we see that a message on a personal account generates on average 10 times as much awareness as on a corporate account. An individual’s network is more interested in that person than in the company they work for.

Employees more active on LinkedIn

Nevertheless, it is possible for a company to take advantage of these personal profiles. Employees are the ambassadors of an organization. A pleasant working atmosphere ensures that an employee is proud of his or her employer. If this employee is also stimulated to be more active on LinkedIn, this can make for a golden combination.

Besides the fact that this combination can provide an enormous boost to the visibility of the company, it also gives employees a positive impulse. Becoming more active on LinkedIn can also have a positive effect on the employee’s personal brand. Employees can profile themselves within their own network as an authority within a specific field. For example, leads are also more likely to knock on someone who regularly shares relevant and useful posts.

Examples of social posting on LinkedIn:

  • Sharing knowledge (best practices, tips, learning moments)
  • Customer cases
  • Performance
  • Work anniversary
  • Promotion of work activity (webinar, podcast, blogs, trade show, ect.)
  • Vacancies

A good way to enthuse your employees is a LinkedIn training. This makes your employees aware of their online presence and their personal brand.

All in all, Hero content on LinkedIn does not have to cost much. As a company you can see it as a Return on Investment where the investment revolves around motivating and enthusing employees, under the motto of “happy employee, happy company”.

Dialogue instead of monologue

In addition to the extra online awareness for your company, the online presence of your employees also provides social listening. A digital platform, such as LinkedIn, is not only used as a one-way communication channel. Your employees are not only the voice, but also the ears and eyes of the organization. This allows them to participate in valuable online discussions and learn from other experts in the field. This raises the general level in the workplace a lot.

You won’t get very far as a company with just a foundation. Therefore, make sure you invest in your staff. It has a positive effect on the development of both your staff and your company. As a company you only have to show your employees that everyone benefits from it.

Source: Frankwatching by

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