Case Study: Growing LinkedIn Visibility Through Video and People-First Content
Introduction
For over 20 years, Pathways Consulting Group has helped organizations navigate complex digital transformation initiatives. As an Elite partner of ServiceNow, the firm delivers enterprise-level solutions that streamline operations and improve business outcomes. Pathways is also recognized as a ServiceNow Rescue Partner, stepping in when projects require experienced leadership and strategic execution to get back on track.
Despite their deep expertise and long track record of success, Pathways faced a common challenge among highly technical consulting firms: translating their value and expertise into a visible, engaging presence on social media. To address this, a new LinkedIn strategy was introduced that focused on video content, authentic storytelling, and people-first messaging designed to humanize the brand and expand its reach within the ServiceNow ecosystem.
Challenge
The ServiceNow consulting landscape is crowded. Large global consultancies dominate visibility, while smaller niche players compete for specialized audiences. For Pathways, the challenge was standing out in a way that reflected both its technical authority and its people-driven culture.
Previously, the content was focused solely on the services that Pathways offered. While informative, these posts were not as engaging and did not show the personality that clients experience when working with Pathways — the same qualities that keep organizations coming back. The content also wasn’t maximizing LinkedIn’s goal of connecting like-minded professionals and building authentic relationships on the platform.
The goal became clear: shift toward a content strategy that emphasized video, specifically video featuring real people rather than purely graphical content. By showcasing employee voices and real perspectives, Pathways could build stronger connections with its audience while expanding overall visibility.
Strategy
The updated LinkedIn approach focused on three core pillars:
1. ‎ Services
While highlighting Pathways’ services remained important, the approach shifted to presenting them in a way that encouraged the audience to think differently. Instead of simply listing offerings, posts were designed to help readers see themselves within the content, recognizing challenges they face and how Pathways’ expertise could help solve them.
2. ‎People-Focused Content
Rather than relying primarily on graphics, the strategy emphasized showcasing the people behind the work. Posts highlighted team members attending industry events, collaborating with clients, or celebrating successful launches.
This approach also allowed Pathways to tag employees and partners involved in the work, extending the reach of each post to their networks. Leadership could engage directly from their personal profiles, further amplifying visibility and sparking additional conversations. The result was a more humanized brand presence that still demonstrated deep expertise to other organizations.
Engagements: 223
- Comments: 3
- Reactions: 38
- Shares: 5
- Post Clicks: 177
Impressions: 1,618
Enagement Rate: 13.8%
3. ‎Video
Video became a major driver of growth and thought leadership. Employees who are certified or highly experienced in different aspects of ServiceNow were invited to share insights and perspectives directly through short-form video content. It also allowed leaders to have a voice and speak about the company and their team.
These videos positioned Pathways as an industry leader by providing valuable perspectives on ServiceNow implementations and digital transformation strategies. Short-form video performs naturally well within LinkedIn’s algorithm and encourages longer viewer engagement, helping the content reach audiences far beyond the existing follower base.
Results
By shifting toward video content, employee perspectives, and people-first storytelling, Pathways Consulting Group experienced measurable growth across nearly every key LinkedIn performance metric.
Comparing January–February 2026 to the previous reporting period of November–December 2025, the data shows significant improvements in reach, engagement, and audience growth — confirming that the new strategy was resonating with the LinkedIn community.
Increased Visibility and Reach
Content visibility expanded dramatically as posts began reaching far beyond Pathways’ existing audience.
- 18,380 total impressions, a 159.7% increase
- Higher distribution within LinkedIn feeds due to stronger engagement signals and video performance
This growth indicates that the content strategy successfully aligned with LinkedIn’s algorithm and audience preferences, allowing Pathways’ expertise to reach more professionals across the platform.
Stronger Engagement and Interaction
As the content shifted toward real people and thought leadership, audience interaction increased significantly.
- 1,690 total engagements, up 110.7%
- 9.2% engagement rate per impression
- 1,086 post link clicks, a 121.2% increase
These numbers demonstrate that audiences were not only seeing the content — they were actively engaging with it, clicking through posts, and interacting with the ideas being shared.
Significant Audience Growth
The updated strategy also translated into rapid follower growth.
- 8,913 total LinkedIn followers
- 152 new followers during the reporting period
- 623.8% increase in net follower growth
This surge shows that the content was attracting new professionals interested in ServiceNow expertise and digital transformation insights. Pathways recorded just 208 new followers in all of 2025.
Video Performance
Video content proved to be one of the most powerful growth drivers for Pathways Consulting Group.
- 4,557 total video views, representing a 797% increase compared to the previous reporting period.
This dramatic rise confirms that video and human-centered content resonates strongly with LinkedIn audiences. By featuring real employees sharing insights and expertise, Pathways was able to create content that felt authentic, educational, and engaging — helping extend organic reach well beyond the existing follower base.
To put this growth into perspective, Pathways recorded 3,854 total video views across the entire previous year. Surpassing that number in just two months highlights the significant impact of prioritizing short-form video and employee-led insights.
Conclusion
By shifting toward a video-driven, people-focused LinkedIn strategy, Pathways Consulting Group significantly expanded its digital presence in just two months. The combination of authentic storytelling, consistent publishing, and engaging video content helped the company reach new audiences while strengthening relationships with existing followers.
The results demonstrate how even highly technical consulting firms can achieve meaningful growth on LinkedIn by prioritizing authenticity, expertise, and the human side of their organization.
As Pathways continues to grow within the ServiceNow ecosystem, this approach provides a scalable foundation for building thought leadership, strengthening brand recognition, and connecting with the professionals driving digital transformation.