From Technical Jargon to Human Connection
How humanizing a global tech company's LinkedIn content drove 21% follower growth among decision-makers and 37% engagement increase in one year.
Why This Matters
This tech company's content wasn’t failing to resonate due to weak ideas or poor products. It was failing because the way it communicated those ideas wasn’t accessible to real people. By humanizing how complex technology was expressed, their messaging became easier to read, easier to trust, and easier to engage with - without losing technical credibility.
The Challenge
A tech company had built a strong LinkedIn presence, but their content wasn't connecting with their target audience. Three critical issues emerged:
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Technical jargon overload – Expert-level language from implementation guides and detailed documentation was being repurposed for LinkedIn posts, losing the human, conversational tone LinkedIn audiences expect.
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Low engagement – Posts weren't sparking conversations or responses because they required too much mental effort to process on social media.
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Leadership voice gaps – Executives needed help translating their expertise into authentic, personal posts that sounded like them, not corporate documentation.
Objectives
I worked with the company to humanize their LinkedIn content strategy, making expert-level insights accessible and engaging for their audience.
Content audit and phased strategy – Identified improvement opportunities and introduced new content concepts that balanced technical credibility with accessibility.
Before/after copy transformations – Demonstrated how small shifts in language dramatically improved clarity and audience engagement.
Employee advocacy program – Launched a program that empowered employees to amplify company content authentically on their own LinkedIn profiles.
Executive voice development – Created personalized copy examples for leadership posts and comments that sounded human, not corporate.
The Results
21% increase in follower growth among decision-makers (CTOs, CIOs, and technical leaders) and a 37% increase in engagement, demonstrating clear improvement from the before/after content transformation.
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Team members actively shared and amplified company content on their personal LinkedIn profiles
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Leadership became more comfortable posting and engaging authentically, reducing reliance on overly polished corporate messaging
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The improved copy format was integrated into ongoing content calendars, ensuring long-term consistency
"I'm such a fan of Scott Murray. He tackles technical subject matter head on and turns it into brilliant, easy-to-digest stories and copy, while still capturing the technical elements that resonate with a deeply knowledgeable audience."
Kathleen Atkins
Director, Corporate Marketing
Ready to Turn Complex Social Copy Into Clear Communication?
If your social copy feels complex, corporate, or generic, let's humanize the language and improve how your communication connects with real people.