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EP LinkedIn Playbook (SOP)

Story & Messaging Content Pillars

1. Program Education & Promotion (TTC/TPC/TEC)

Focus: Build awareness, understanding, and momentum around the programs. Sub-categories:

Program explanations (what, why, how)

Key frameworks and methods

Micro-lessons from modules

Enrollment reminders & promotional pushes

Insight from faculty

Frequency: 1-2 post / week

2. AI

Focus: Position EP and Han Ee as a voice in the intersection of AI, leadership, and performance. Sub-categories:

AI & Coaching → AI tools supporting coaching & development

AI & Leadership → AI shaping leadership decisions & style

AI & Business / Companies → AI impact on work, orgs, and teams

AI & Human Skills → Developing uniquely human skills in the AI era

Gen Z x AI → Emerging generation perspectives

Frequency: 1-2 post / week

3. Event Promotion

Focus: Announce, highlight, and support all ongoing EP programs, events, workshops, and launches. Sub-categories:

Upcoming workshops

Webinar announcements

Event reminders

Last-call registrations

Post-event highlights

Frequency: Dependent on the number of event. Minimum of 1 / week

If there is no available slot for promotional content, memes and quotes will be replaced with event promotions.

4. Quotes & Memes (Theme-Based)

Focus: Light, high-engagement content aligned with the monthly themes (e.g., TPC focus month, AI focus month, specific events). Sub-categories:

Leadership & performance quotes

AI or programs-themed quotes

Event-specific inspirational lines

Light humor / meme-style posts

Punchy micro-insights

Frequency: 1 post / week each

5. Community Engagement

Focus: Content designed to spark interaction and build a community around learning & performance. Sub-categories:

Weekly EP Tuesday Polls

Frequency: 1 post / week each

6. Newsletter

AI & Leadership / Han Ee Newsletter

Focus: Deeper thought leadership delivered consistently through Han Ee’s LinkedIn newsletter. Sub-categories:

AI x leadership reflections

Stories, frameworks, experiences

Frequency: Bi-weekly, from Han Ee’s Account

EP Monthly Newsletter

Focus: A monthly consolidation of EP thinking, programs, and community activity. This is not long-form thought leadership. It is a curated signal of what matters now at EP.

7. Associate Consultants & Team EP Highlights

Focus: Showcase people, expertise, and program impact

Sub-topics:

Consultant spotlights

Framework / Case Study / Method

Team reflections / learnings

Gen Z Perspective

Frequency: 1 post / month each

Cadence & Tone & Voice

A typical EP week:

2 Carousel or Video posts (core thinking)

1 Program / Event-related post

1 Quote or / and Meme

1 Community Poll

📌 Total: 4–5 posts per week

Quality > volume. Consistency > bursts.

EP Voice Characteristics

Professional and insightful

Calm, grounded authority

Human, reflective, non-dramatic

Never salesy, never hype-driven

Writing Principles

Sensemaking over slogans

Depth over trend-chasing

Invitation over instruction

Language Rules

Use Organizations (not Organisations)

Avoid marketing clichés (e.g. World-class coaches, Cutting-edge approach, Thought-provoking session...)

Avoid exaggerated claims (e.g. This will transform your organization, Guaranteed results, Proven to change leaders forever, Revolutionary impact...)

Use short paragraphs and white space

Avoid AI generated language (e.g. In today’s fast-paced world…, At the end of the day…, One step at a time, It’s not just about… it’s about…, Leadership is changing rapidly...)

No em dashes (—) or AI-predictable punctuation

Use simple sentence structure

Prefer full stops and natural line breaks

EP LinkedIn Posting SOP

Video instructions

Loom video with LinkedIn posting walkthrough:

EP LinkedIn posting instructions⁠

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Step-by-Step Guide for Posting on EP Corporate Account on LinkedIn

Step 1: Access Post Content

Go to the EP Marketing Coda doc → Content Calendar.

Click the link for the scheduled post to view details:

Post title

Author

Publish date

Drafted post copy

Linked visuals

Status (e.g. Work in progress, Ready for posting, Scheduled [date and time], Posted)

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Step 2: Prepare the Post

Copy the post text from Coda.

Go to the

EP company page on LinkedIn⁠

Paste the text into the post composer.

Format for readability:

Use breaks between paragraphs.

Ensure key points are scannable.

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Step 3: Tag Relevant Accounts

Tag individuals or organizations (e.g. @International Coaching Federation).

Confirm tags are correct (blue and clickable).

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Step 4: Check and Attach Visuals

Download the accompanying visual from Coda (usually from Canva):

For carousels → download only required slides (e.g. slides 1 & 2) as a PDF.

For image posts → download as PNG.

Save the downloaded file on your computer.

On LinkedIn:

Click “Add a document” (PDFs) or “Add image/video”.

Upload the visual.

When adding a PDF, you’ll be prompted to name the document

Name it with a descriptive title (e.g. use the file name), as this will be visible in the post.

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Step 5: Add or Confirm Any Links

Paste any relevant article, webpage, or event registration link.

Test the link by opening it in a browser.

Confirm it goes to the intended page.

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Step 6: Final Review

Check for typos, spacing, and formatting.

Read the post out loud to check flow and tone.

Double-check all event details (date, time, speakers, language, etc.).

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Step 7: Publish or Schedule

If posting immediately: click “Post”.

If scheduling:

Click “Schedule”.

Select date and time (verify time zone - the times shown are based on your time zone, not necessarily EP’s time zone).

We typically publish EP posts at 8am SGT on weekdays.

Click “Next”, preview, then “Schedule”.

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Step 8: Update the Post Status in Coda

Go back to the original post details table in Coda (e.g. on the July 2025 LinkedIn posts page).

Update post status (e.g. “Posted” or “Scheduled for [specify date and time]”).

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✅ LinkedIn Post Best Practices Checklist

✅ LinkedIn Post Best Practices Checklist

Task

Done? (Checkbox)

Double-check all hyperlinks – make sure they work and go to the correct page.

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Run a final spell and grammar check – no typos or awkward phrasing.

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Confirm all event details are included and accurate (date, time, language, platform, etc.).

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Read the post out loud to ensure it sounds natural and on-brand.

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Use line breaks for readability – make the post easy to skim.

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Properly tag speakers or relevant orgs (e.g. @ICF, @Han Ee Lim).

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Give files a clear, descriptive name – these are visible in PDF carousels.

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Confirm visuals are correct and branded – double-check slides or images.

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For scheduled posts, double-check the time is correct based on your time zone.

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Update the post status in the EP Marketing (Main) Coda doc.

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