Edtech · India
LinkedIn Growth Strategy
Scaled Masai's LinkedIn from 50K to 1.9L+ followers with 2.3M+ impressions and 40-60% MoM growth during peak campaigns.
Headline Result
50K to 1.9L+ followers. 2.3M+ impressions. 40-60% MoM growth.
Brand
Masai School
Role
Social Strategy Lead
Duration
2024 to Present
Market
India · Edtech · B2B Hiring
Overview
LinkedIn rewards specificity and proof. I rebuilt Masai's page around four owned IPs — each one optimized for a different audience layer: learners, hiring partners, alumni, and recruiters. Storytelling moved from generic motivational copy to named alumni narratives with hiring outcomes attached. The page became a recruiter discovery surface, not just a marketing one.
Followers
1.9L+
from 50K
Impressions
2.3M+
across IPs
MoM growth
40-60%
in peak campaigns
Organic reach
100K+
per alumni story
Goal
Turn LinkedIn into a primary employer-branding and demand channel for Masai.
Challenge
LinkedIn was an underused asset compared to Instagram. Engagement was inconsistent and the page lacked a recognizable voice or content franchise.
Result
1.9L+ followers, 2.3M+ impressions, 40-60% MoM growth during peak campaigns, and alumni success stories that organically reached 100K+ users.
The Approach
How the work actually got done.
01
Four IPs, four audiences
Built durable content franchises so the page had a recognizable voice instead of random posts.
- Legacy Club — alumni at top companies, hiring proof for recruiters
- EmpowerHER — women-in-tech storytelling for learner acquisition
- Alumni POV — first-person career arcs with outcomes named
- Year in Review — distillation of brand momentum into one shareable artifact
02
Copywriting as the engine
Every post was structured: a specific hook, a one-line stake, a story, and a takeaway. No motivational fluff. Recruiters and learners both could scan in 4 seconds and either save or scroll.
03
Community-led distribution
Alumni storytelling drove the biggest organic spikes because the subjects shared their own posts. Built a notification loop so featured alumni could amplify on day-one without being asked.
Core Competencies
- Copywriting
- Content Strategy
- SEO
- Analytics
Deliverables
- LinkedIn IP playbooks with editorial briefs
- Alumni storytelling pipeline + tagging system
- Weekly post calendar with hook variants
- Impressions and recruiter-search dashboard
Stack & Tools
- LinkedIn Page Analytics
- Shield
- Notion
- Canva
- Figma
"On LinkedIn, named proof beats clever copy. Alumni storytelling did the work that paid amplification could not."