LinkedIn Content That Lifted Parul University's Engagement by 573%
A LinkedIn-first content and paid social programme for Parul University: a weekly content calendar, placement and research stories, and sponsored posts that lifted LinkedIn engagement by 573%.
- Client
- Parul University
- Location
- Vadodara, India
- Website
- paruluniversity.ac.in
- Sector
- Education
- Service
- Monthly Retainer
- Duration
- 6 months (ongoing)
- Team
- 4 people: social lead, content writer, designer, paid social specialist
- Built with
- LinkedIn Campaign ManagerLinkedIn Page AnalyticsMeta Business SuiteCanvaFigmaLooker StudioNotion
- LinkedIn engagement
- +573%LinkedIn engagement
- new LinkedIn followers
- +41,000new LinkedIn followers
- post impressions
- 2.3Mpost impressions
- average engagement rate
- 5.2%average engagement rate
01 · About the client
Parul University is a private university in Vadodara, Gujarat, with a large multi-disciplinary campus spanning engineering, medicine, pharmacy, management, law, design and the arts, and a growing number of international students. Its LinkedIn page mattered to prospective students, parents, recruiters and academic partners alike, but it was used mainly for notices and event photos, and posts reached few people beyond existing followers.
02 · The problem
- 01
A notice board, not a channel.
Posts were mostly announcements and event photos with little reach or conversation.
- 02
Many audiences.
Students, parents, recruiters, alumni and partners all read the page and wanted different things.
- 03
No rhythm.
Posting was irregular, with no calendar, formats or measure of what worked.
03 · Our solution
We treated LinkedIn as the university's main professional channel. We set content pillars around placements, research, faculty, student achievement and campus life, and ran a weekly calendar of carousels, short videos, faculty posts and alumni stories written for each audience. Strong organic posts were boosted with sponsored content aimed at prospective students, parents in target cities and recruiters, and a monthly report showed what drove engagement so the calendar kept improving. The same stories were adapted for Instagram and Facebook.
04 · What we built
Content pillars
Placements, research, faculty, student achievement and campus life, each with a clear audience.
Weekly calendar
Carousels, short videos, polls and long-form posts planned a month ahead.
Faculty and alumni voices
Posts drafted for faculty and alumni to share from their own profiles.
Sponsored content
Top organic posts boosted to students, parents and recruiters on LinkedIn.
Monthly reporting
Engagement, reach and follower growth by pillar and format.
Want a LinkedIn page people actually engage with?
05 · Challenges we solved
- 1
Approvals
Content had to pass several departments, so we built a simple monthly approval cycle.
- 2
Raw material
Stories were scattered across departments; we set up a monthly story round-up with each school.
- 3
Right audience
Paid posts had to reach prospective students and recruiters, not just existing followers.
06 · Our approach
Weeks 1–2
01 Audit
Reviewed past posts, followers and competitors to find what earned engagement.
Weeks 2–3
02 Strategy
Defined content pillars, formats, tone and a monthly approval cycle.
Weekly
03 Publish
Ran the content calendar across LinkedIn, with adapted versions for Instagram and Facebook.
Monthly
04 Amplify
Boosted the strongest posts with sponsored content for target audiences.
Monthly
05 Report
Shared engagement by pillar and format and fed the results into the next calendar.
07 · Results
LinkedIn engagement rose by 573% as the page moved from notices to stories people wanted to share. Placement carousels and faculty posts performed best, the page added around 41,000 followers, and posts earned 2.3 million impressions. Sponsored content took the strongest stories to prospective students, parents and recruiters beyond the university's existing network.
Inside the campaign.
Key screens from the campaigns and reports. Click any screen to enlarge.
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